Why B2B Sales Conversations Always End Up About Price

Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com Connect with Fred: https://www.linkedin.com/in/fredcopestake Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers Watch the full mini series playlist here   In this episode of the Sales Today Podcast, Fred Copestake tackles a challenge that many engineering and B2B sales teams face: Why is it so difficult to engage senior stakeholders? The common assumption is that senior decision-makers are simply too busy, too difficult to reach, or unwilling to engage. But what if the real issue isn't access at all? Fred explores why many sales conversations naturally sit at an operational level, while senior leaders are focused on entirely different concerns. The result is a disconnect between what sales teams are talking about and what senior stakeholders are actually thinking about. In this episode: Why access to senior stakeholders is often a relevance problem, not an availability problem How operational conversations limit who engages with them What senior decision-makers are really focused on Why conversations about cost, efficiency, and features rarely gain executive attention How strategic concerns trigger many buying initiatives Why sales teams often become disconnected from where the original thinking started The subtle shift that helps conversations reach higher levels of the organisation Key Insight Senior stakeholders are not avoiding conversations. They are constantly making decisions, evaluating opportunities, assessing risks, and considering the future direction of their organisation. The question is not: "Can we reach them?" The question is: "Are we relevant to them?" Key Takeaway If your team struggles to engage senior decision-makers, don't start by focusing on access. Start by asking: "Are we talking at the right level for the people we want to engage?" Because when conversations align with the priorities, concerns, and outcomes senior leaders care about, access often becomes much less of a barrier. Free Collaborative Selling Scorecard If you would like to assess how your sales approach aligns with today's buying environment, you can take the free Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com/   Connect with Fred https://www.linkedin.com/in/fredcopestake Subscribe to Sales Today - New episodes every week If you enjoyed the episode, please subscribe and share it with your network.   Watch this episode on YouTube:  https://youtu.be/xLx9AmjYU2Y

Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com Connect with Fred: https://www.linkedin.com/in/fredcopestake Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers Watch the full mini series playlist here   Most engineering businesses already have strong products, strong expertise, and strong technical capability. So why do so many opportunities still fail to convert? In this 5th episode of the Sales Today Mini Series, Fred explores one of the biggest misunderstandings in modern B2B sales: A strong solution does not automatically create buying confidence. Customers are not simply evaluating products in isolation. They are trying to understand: Does this help us move forward? Does this solve the right problem? Is this the right direction? Can we commit to this confidently? And when those answers are unclear, decision-making slows down - even when the technical solution is excellent. Fred explores the growing gap between: Technical capability and Customer clarity He explains why modern sales conversations are no longer just about presenting products, but helping customers make sense of their situation, their priorities, and the outcomes they actually want to achieve. Fred also introduces the idea of the salesperson as a "sense maker" - someone who helps customers: Understand what is really going on Clarify the real problem Define what a good outcome looks like Connect the solution to meaningful business impact Because understanding how something works is not the same as understanding why it matters. In this episode: Why strong products alone do not guarantee sales success The difference between capability and customer confidence Why technical detail is often overused too early The role of sales conversations in helping customers think clearly Why customers buy clarity as much as capability How engineering businesses can improve conversion without changing the product The importance of communicating value in the customer's context Key Takeaway Customers do not buy technical capability alone. They buy confidence in a direction, confidence in an outcome, and confidence in a decision. And that confidence is created through better conversations. Free Collaborative Selling Scorecard If you would like to assess how your sales approach aligns with today's buying environment, you can take the free Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com/

Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com Connect with Fred: https://www.linkedin.com/in/fredcopestake Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers Watch the full mini series playlist here   In this episode of the Sales Today Podcast, Fred Copestake explores one of the most frustrating realities in modern B2B sales: The deals that never actually say "no" - but never really move forward either. The pipeline looks healthy. The conversations seemed positive. The proposal was submitted. And then… nothing. Fred explains why stalled deals are often misunderstood. In many cases, the issue is not rejection, poor timing, or even stronger competition. Instead, the customer is still trying to make sense of their own situation. In this episode: -       Why "stuck" deals are often incomplete rather than lost -       The hidden mismatch between sales momentum and customer clarity -       Why customers delay decisions when their thinking is unresolved -       The danger of applying pressure before clarity exists -       Why chasing harder can sometimes create more friction -       How uncertainty inside the customer organisation slows progress naturally -       The subtle shift that helps conversations move forward again Key Insight Many sales teams assume: "We've presented the solution, so the deal should progress." But customers are often still trying to answer deeper questions internally: -     What exactly is the problem? -     What does a good outcome actually look like? -     Is now the right time to act? Until those questions are resolved, momentum naturally slows down. Key Takeaway Instead of asking: "How do we move this deal forward?" Ask: "What is the customer still trying to work out?" Because clarity - not pressure - is usually what unlocks progress   Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales approach is with modern customer buying behaviour. https://collaborativeselling.scoreapp.com/

Take the Collaborative Selling Scorecard: https://collaborativeselling.scoreapp.com In this episode of the Sales Today Podcast, Fred Copestake explores one of the most common frustrations in engineering and B2B sales: Why do so many deals eventually come down to price? While it is easy to blame procurement pressure, competition, or tighter budgets, Fred explains why pricing pressure is often only a symptom - not the real problem. The real issue usually sits in where the sales conversation begins and the level of value being discussed. In this episode: Why cost-focused conversations naturally invite comparison How many sales teams unintentionally commoditise their own offering The hidden danger of leading with efficiency and savings Why "better value" often becomes shorthand for "lower price" The difference between cost saving, efficiency, effectiveness, and competitive advantage How value positioning changes the level of stakeholder engagement Why senior decision-makers think differently about value The Value Pyramid Fred introduces a simple way to think about value in B2B sales: Cost Saving → reducing spend Efficiency → doing things right Effectiveness → doing the right things Competitive Advantage → helping customers perform better in their market The lower the conversation sits, the easier it becomes for customers to compare suppliers directly. The higher the conversation moves, the harder it becomes to compare purely on price. Key Takeaway If your deals regularly end up focused on price, the important question is not: "Why are customers pushing on price?" It is: "Where is our value sitting in the customer's mind?" Because the level of value you create shapes the conversation you ultimately have. Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales behaviours are with modern buying environments.. https://collaborativeselling.scoreapp.com/   Connect with Fred https://www.linkedin.com/in/fredcopestake If you enjoyed this episode, subscribe to the Sales Today Podcast and share it with others   Watch this episode on YouTube: https://youtu.be/sk1yE6tH38E   Watch the full mini series playlist here   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

In this episode of the Sales Today Podcast, Fred Copestake challenges one of the most accepted assumptions in B2B and engineering sales:   That an RFP or tender represents the start of an opportunity.   The reality?   By the time an RFP reaches your inbox, many of the most important decisions have already been made.   Fred explores why tender-led sales processes often create pricing pressure, reduce differentiation, and leave sales teams reacting rather than influencing. He explains how customers typically shape their thinking long before suppliers are invited into the conversation - defining problems, solution structures, evaluation criteria, and sometimes even preferred vendors.   In this episode: Why RFPs are rarely the true beginning of the buying journey How customers define "what good looks like" before suppliers engage Why sales teams struggle to differentiate during tender processes The hidden reason margins become squeezed The difference between reacting to opportunities and shaping them Why the real sales opportunity happens before the tender exists The role of the salesperson as a "sensemaker" during complex buying decisions   Key Takeaway If you are only engaging when the RFP arrives, you are entering a process that has already been structured by someone else. The earlier you engage in the customer's thinking process, the greater your ability to influence outcomes, create relevance, and avoid competing purely on price.   Questions to Consider   How much of your pipeline is driven by tenders? How early are you engaging in your customer's buying journey? Are you shaping opportunities - or simply responding to them?   Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales behaviours are with modern buying environments.. https://collaborativeselling.scoreapp.com/   Connect with Fred https://linktr.ee/fredcopestake If you enjoyed this episode, subscribe to the Sales Today Podcast and share it with others   Watch this episode on YouTube: https://youtu.be/CtUvzDVZmh4    Watch the full mini series playlist here

In this episode of the Sales Today Podcast, Fred Copestake challenges one of the most accepted assumptions in B2B and engineering sales:   That an RFP or tender represents the start of an opportunity.   The reality?   By the time an RFP reaches your inbox, many of the most important decisions have already been made.   Fred explores why tender-led sales processes often create pricing pressure, reduce differentiation, and leave sales teams reacting rather than influencing. He explains how customers typically shape their thinking long before suppliers are invited into the conversation - defining problems, solution structures, evaluation criteria, and sometimes even preferred vendors.   In this episode: Why RFPs are rarely the true beginning of the buying journey How customers define "what good looks like" before suppliers engage Why sales teams struggle to differentiate during tender processes The hidden reason margins become squeezed The difference between reacting to opportunities and shaping them Why the real sales opportunity happens before the tender exists The role of the salesperson as a "sensemaker" during complex buying decisions   Key Takeaway If you are only engaging when the RFP arrives, you are entering a process that has already been structured by someone else. The earlier you engage in the customer's thinking process, the greater your ability to influence outcomes, create relevance, and avoid competing purely on price.   Questions to Consider   How much of your pipeline is driven by tenders? How early are you engaging in your customer's buying journey? Are you shaping opportunities - or simply responding to them?   Mentioned in this episode The Collaborative Selling Scorecard - a free tool to assess how aligned your sales behaviours are with modern buying environments.. https://collaborativeselling.scoreapp.com/   Connect with Fred https://linktr.ee/fredcopestake If you enjoyed this episode, subscribe to the Sales Today Podcast and share it with others   Watch this episode on YouTube: https://youtu.be/CtUvzDVZmh4    Watch the full mini series playlist here

In this first short episode of the Sales Today Mini Series,  Fred Copestake explores a challenge many sales teams are currently facing:   Why does it feel like sales teams are doing everything "right" - yet deals still move slowly, margins tighten, and opportunities stall?   Fred explains why the issue often is not capability, effort, or product quality. Instead, the real friction comes from a growing gap between how organisations sell and how customers actually buy.   In this episode: Why traditional sales processes no longer align with modern buying behaviour How customers now begin their buying journey long before speaking to suppliers The impact of internal collaboration and multiple stakeholders on decision-making Why buyers are more informed, cautious, and price-sensitive than ever The hidden reason conversations sometimes fail to land A simple mindset shift that can help sales conversations feel more natural again   Key Takeaway The question is no longer: "How do we move this deal forward?" Instead, modern sales teams should ask: "Where is the customer in their buying journey right now?" That small shift in perspective can dramatically improve relevance, trust, and momentum.   Mentioned in this episode The free Collaborative Selling Scorecard to help assess how aligned your sales approach is with today's buying environment. https://collaborativeselling.scoreapp.com/   Connect with Fred https://linktr.ee/fredcopestake If you enjoyed this episode, subscribe to the Sales Today Podcast and share it with others   Watch this episode on YouTube: https://youtu.be/NkwiULWa05I   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

You've just come back from a trade show. You're exhausted, your feet hurt, but you've got a list of leads. It feels like progress. But here's the uncomfortable truth most of those people are not going to buy. Not because they're bad leads. But because that's not why most people attend trade shows. They're there to explore, learn, compare, and figure things out. And that single shift in perspective changes everything about how you should follow up.   The real problem with trade show follow-up Most follow-up doesn't fail because of lack of effort. It fails because it's based on the wrong assumptions. Fred breaks this down into three predictable mistakes that cost sales teams time, energy, and ultimately opportunities.   Mistake 1: Treating every contact like a lead When you download your badge scans, it's tempting to see a long list and think: "Great, loads of opportunity." But in reality, it's a mixed bag. You've got: Genuine prospects Curious browsers Competitors Students And yes… people who just wanted the freebies If you treat all of them the same, you dilute your focus. The real starting point isn't sending emails. It's asking: Who did we actually speak to? What did they care about? Which conversations are worth continuing? Because not everything is a lead.   Mistake 2: Treating follow-up like a task, not a thinking process This is where activity takes over. Emails go out. LinkedIn requests get sent. Calls are made. It feels productive. But most of it is generic. "Great to meet you at the show…" "Let me know if you'd like a demo…" And it gets ignored. Why? Because it doesn't reflect the actual conversation. It doesn't show understanding. It doesn't move anything forward. Good follow-up isn't about speed - it's about relevance. It should feel like a continuation, not a restart.   Mistake 3: Going in too hard too soon  Even when you've identified the right people and thought about the conversation… Many salespeople still jump too quickly into: Demos Presentations Walkthroughs But the buyer isn't ready. They've gone from "That's interesting…" to being pushed toward "Buy this." Too quickly. What they actually want is help making sense of what they saw. That's where your role shifts. Not presenter. Not persuader. But sense-maker. Someone who helps them think, explore, and decide.   The shift that makes the difference Across all three mistakes, the pattern is the same: Wrong assumptions about leads Too much activity, not enough thinking Moving faster than the buyer is ready for The better approach? Pause. Before you send anything, ask: Who actually matters here? What were they trying to figure out? How can I help them think - not push them to buy? When you get this right, follow-up stops feeling like follow-up. It becomes a natural continuation of the conversation. And that's when deals start to move.   Key takeaway Trade shows don't generate sales. Conversations do. And your follow-up determines whether those conversations continue… or disappear. Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/0WMCr6E_Cpk    Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/   Listen & Subscribe If you enjoyed this episode, follow The Sales Today Podcast for more practical insights on modern selling and leadership.

This episode of The Sales Today Podcast is a little different - a live webinar recording where Fred Copestake breaks down a practical approach to closing more sales without compromising how you do business. At the heart of it is a simple idea: ethical selling isn't about being "nice" or "soft"… and it's definitely not about making things complicated. It's about finding the balance - what Fred calls the Goldilocks dilemma. Too hard? People assume ethical selling is expensive, slow, and requires a complete overhaul of processes and training. Too soft? Others worry it means becoming passive, giving everything away, and losing commercial edge. The reality sits in the middle. Done right, ethical selling creates win–win–win outcomes - where the customer benefits, the business benefits, and the salesperson can stand behind what they've done. Fred reframes ethical selling as something practical, not philosophical. Yes, there are principles behind it - honesty, transparency, integrity - but what really matters is how those principles show up in day-to-day sales conversations. That's where tactics come in. This episode introduces the ETHICAL model, a framework designed to make ethical selling usable in the real world. It focuses on seven key areas where small shifts in behaviour can lead to better conversations, stronger relationships, and ultimately more deals closed. A big theme running through the session is clarity - helping customers make sense of their situation. Buyers don't just want information; they want support in making decisions. That's where good salespeople stand out. Fred shares seven practical takeaways you can apply immediately: Asking better questions - not just more questions, but the right types. Open questions, probing prompts, hypotheticals, and even silence all play a role in helping customers think more clearly. Leading with a flaw - being honest about where you might not be the best fit builds trust faster than trying to be perfect. Treating value as something to discover together - not something you present, but something you co-create with the customer. Prioritising buyer safety - making it easy for someone to say "no" creates more honest conversations and better long-term outcomes. Using the "Does it make sense…?" close - a low-pressure way to move things forward while respecting the buyer's process. Thinking like a partner - shifting from "selling to" someone to working alongside them changes the entire dynamic. Negotiating through exchange, not concession - the simple "If you, then I" approach keeps value balanced on both sides. And finally, adopting a growth mindset - recognising that selling is a skill you continuously refine, not something you've "already mastered." What ties all of this together is intent. Ethical selling isn't about tactics alone - it's about using them in a way that genuinely serves the customer while still achieving commercial outcomes. The result? Better conversations, stronger trust, and more sustainable success.   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube: https://youtu.be/rW02bZ1i-bU   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/   Listen & Subscribe If you enjoyed this episode, follow The Sales Today Podcast for more practical insights on modern selling and leadership.

In this episode, Fred is joined by Gearoid Cox, founder of Sales Pipeline, to explore why selling feels harder in a world full of noise, new vendors, and empty promises.   From early-stage founders doing all the selling… to the challenge of building trust when buyers are more cautious than ever, this conversation digs into what actually helps sales teams stand out today.   The big theme running through the episode is simple:   Trust matters more than ever. And screaming value is not the same as creating it.   Key Takeaways Buyers are more educated, more cautious, and slower to trust Trust sits in three places: the brand, the solution, and the seller Founders often underestimate how hard sales becomes once they move beyond their own network Great selling is about understanding the problem, not shouting about the product The more noise in the market, the more important calm, relevant selling becomes Real growth happens when sales, marketing, and service all learn from the customer together   It may be easier than ever to reach people.   But it is harder than ever to earn their trust and stand out.   That means modern sellers need to be more relevant, more thoughtful, and far less generic.   About Gearoid Cox   Gearoid Cox is founder of Sales Pipeline, helping early-stage businesses build realistic, effective sales systems that go beyond founder-led selling.   🌐 Website: sales-pipeline.io🔗 LinkedIn: Gearoid Cox - https://www.linkedin.com/in/gearoidcox    Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/Ujoa6tsaZJM   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers   Useful resources Take the Collaborative Selling Scorecard – free Check how well your sales approach fits today's buying environment https://collaborativeselling.scoreapp.com/   Listen & Subscribe If you enjoyed this episode, follow The Sales Today Podcast for more practical insights on modern selling and leadership.