Why Great Sales Conversations Are Built on Process, Not Personality

In Episode 3 in this five part mini series of Sales Today Podcast, Fred Copestake and James Michael explore a question that challenges another long-held belief in sales: do great sales conversations succeed because of personality - or because of process? This episode looks at how the most effective salespeople consciously select their mode during conversations, switching between listening, questioning, sharing insight, and guiding the discussion - always with the buyer's outcome in mind. Rather than restricting creativity, process and structure create the space for better thinking, deeper understanding, and more human conversations.   In this episode, they explore: Why the ability to "select the mode" matters more than personal style The principle of seek first to understand, then to be understood — and why it's more relevant than ever How process gives permission to listen before presenting Why modern sales conversations must earn the right to ask questions The role of hypotheses and insight in opening meaningful dialogue How frameworks reduce cognitive load and free salespeople to focus on the buyer The balance between structure and creativity in complex B2B sales   Key insight Great sales conversations aren't improvised. They are guided by process, supported by structure, and brought to life through human judgement. Process doesn't turn salespeople into robots. It removes uncertainty, so attention can stay where it belongs — on the customer.   Why this matters today Buyers are busy, informed, and often sceptical of traditional sales behaviour. Structure helps salespeople: Know when to listen and when to speak Lead with insight rather than interrogation Create clarity instead of adding noise In complex sales environments, process isn't a constraint. It's a competitive advantage.   About the guests   Fred Copestake Founder of Brindis and author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling. Fred has spent over 25 years working with sales teams across 38 countries, helping them move from personality-led selling to structured, collaborative approaches.   James Michael Founder of Justified Talent, James uses behavioural psychology and psychometric assessment to identify what truly predicts success in modern B2B sales. His work challenges outdated assumptions about personality, performance, and selling capability.   Connect with James ·         LinkedIn: James Michael (Australia)   https://www.linkedin.com/in/smesalesrecruiter/ ·         Website: www.justifiedtalent.com   Part of the Sales Today - CEMMT Sales Series This is Episode 3 of a 5-part series exploring how selling must evolve to reflect how buyers think, decide, and behave today. Subscribe to Sales Today to continue the journey.    Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/5F3NyWR1tEI   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/  

In Episode 2 of the CEMMT Sales Series, Fred Copestake and James Michael challenge one of the most persistent stereotypes in sales: that success comes from being loud, charismatic, and constantly talking.   Focusing on technical and specialist industries such as construction, engineering, manufacturing, and logistics, this episode explores why many highly capable professionals feel uncomfortable with selling — and why that discomfort is often rooted in outdated assumptions about what sales really is.   In this episode, we explore: Where the "gift of the gab" stereotype comes from — and why it no longer applies Why technical experts are often pushed into sales roles without the right preparation How sales gained a reputation for manipulation and performance What thousands of psychometric assessments reveal about top B2B sales performers Why extroverts are not automatically better at selling The rise of the ambivert in modern, complex sales environments The role of listening, silence, and thoughtful questioning in buyer-led conversations   Key insight Modern sales doesn't reward the loudest voice in the room. The most effective salespeople today are those who can switch modes — talking when it adds value, listening when it matters more, and creating space for buyers to think clearly. The "gift of the gab" isn't a strength in complex B2B sales. Balance is.   Why this matters today   Buyers now arrive informed, cautious, and often overwhelmed by choice and internal complexity.   What they need isn't persuasion. They need someone who can help them make sense of decisions, navigate stakeholders, and move forward with confidence.   That requires empathy, restraint, and adaptability - not performance.   About the guests Fred Copestake Founder of Brindis and author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling. Fred has worked with over 10,000 salespeople across 38 countries, helping organisations move away from outdated sales behaviours and towards collaborative, ethical selling.   James Michael Founder of Justified Talent, James specialises in recruiting and assessing first-time sales hires. With a background in behavioural psychology, he uses data-led psychometric assessment to identify what truly predicts success in modern B2B sales — beyond stereotypes and assumptions. Connect with James ·         LinkedIn: James Michael (Australia)   https://www.linkedin.com/in/smesalesrecruiter/ ·         Website: www.justifiedtalent.com   Part of the Sales Today - CEMMT Sales Series This is Episode 2 of a 5-part series exploring how selling must evolve to align with how buyers think, behave, and make decisions today - particularly in complex, technical environments. Subscribe to Sales Today to continue the series.   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  h https://youtu.be/mRzOStF-JsM   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/

In this opening episode of a 5 part mini series of Sales Today, we do things a little differently.   Instead of the usual host-led interview, Fred Copestake is in the hot seat as James Michael turns the tables and leads the conversation. Chatting from opposite sides of the world – Fred in the UK and James in Australia – the discussion reflects a wider theme of this episode: sales has been turned upside down.   Together, they explore how selling has evolved from persuasion, pressure, and performance theatre into something far more human, ethical, and buyer-led.   In this episode, they cover: Why traditional, manipulative sales tactics no longer work in modern B2B selling How sales used to be treated as a "dark art" – and why that thinking causes problems today Fred's accidental route into sales and what 25 years across 38 countries has taught him The shift from "telling and pitching" to sense-making and clarity-building Why today's buyers often know more than the salesperson before the first meeting What it really means to sell collaboratively rather than persuasively How ethics, integrity, and conscience now play a critical role in long-term sales success   Key takeaway Modern sales is no longer about control, clever techniques, or forcing outcomes.  It's about helping buyers make sense of complexity, supporting better decisions, and creating value through conversation – not pressure. When selling is done well today, everyone wins: the buyer, the business, and the salesperson themselves.   About the guests Fred Copestake is the founder of Brindis, a sales training consultancy. With over 25 years' experience, he has worked in 38 countries, supported more than 10,000 salespeople, and authored three books: Selling Through Partnering Skills Hybrid Selling Ethical Selling James Michael is the founder of Justified Talent, a recruitment business specialising in helping small businesses make their first sales hire. With a background in behavioural psychology, James takes a radically different approach to recruitment – focusing on assessment and behaviour rather than CVs and interviews. Connect with James Michael ·         LinkedIn: James Michael (Australia) -    https://www.linkedin.com/in/smesalesrecruiter/ ·         Website: www.justifiedtalent.com   This is Episode 1 of a 5-part CEMMT Sales Series, exploring how selling must adapt to modern buyers, ethical expectations, and changing decision-making behaviours. Subscribe to make sure you don't miss the next episode.   Follow Fred: https://linktr.ee/fredcopestake   Watch this episode on YouTube:  https://youtu.be/vNdGEyZLeLE   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/    

In this solo episode, host Fred Copestake conducts a live, first-reaction review of the My Sales Coach "State of Sales Coaching in 2026" Report.   Fred reads the executive summary, explores the data, and offers unfiltered commentary on what the findings mean for sales leaders, salespeople, and the future of coaching - human and AI.   He dives into coaching frequency, quality, barriers, performance impact, the role of AI, who salespeople trust as coaches, and why tenured sellers may be the most underserved group of all.   If you want to deepen your coaching culture, rethink how you support reps, and understand where the industry is heading in 2026, this is the episode for you.   Key Takeaways Coaching remains the most powerful but underused lever in sales performance. There is a growing disconnect between leaders who believe they coach more and salespeople who feel under-coached. Regular, structured coaching dramatically increases quota attainment, with weekly-coached reps 1.6× more likely to hit target. Human coaching is still preferred over AI-only solutions-trust and care still matter. Experienced sellers are the most neglected when it comes to coaching, despite being some of the hungriest for improvement. Sales managers often rate their own coaching highly, yet few have a coach themselves. A winning formula for modern sales teams: AI-powered, human-led, relentlessly consistent coaching.   00:00 Introduction to The Sales Today Podcast 00:26 Live Review of the State of Sales Coaching 2026 Report 01:36 Executive Summary by Kevin Beales 03:38 Survey Participants and Respondent Breakdown 04:37 Chapter 1: Changes Since 2025 06:06 Chapter 2: Coaching Frequency and Barriers 08:27 Chapter 3: Coaching Drives Performance 09:56 Chapter 4: Coaching in the Age of AI 12:05 Chapter 5: Who Do Salespeople Want to Be Coached By? 13:41 Chapter 6: The Rise of AI in Sales Coaching 14:56 Chapter 7: Experienced Salespeople and Coaching Neglect 17:08 Chapter 8: Who Coaches the Coaches? 18:21 Key Themes and Final Thoughts   Links and Resources   Follow Fred: https://linktr.ee/fredcopestake Download The State of Sales Coaching in 2026 Report   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://youtu.be/J3RfU28wapg   Watch my FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

In this episode of The Sales Today Podcast I am joined by Gerry Hill - widely regarded as a "pipeline savant" to unpack the uncomfortable truths behind pipeline health, buyer-centricity, conversational skills, and what truly separates top performers from everyone else.   Together we explore why good intentions often crumble under commercial pressure, how weak pipelines drive unethical behaviour, and why modern sellers struggle with basic conversational competence.   Gerry also shares practical guidance for sellers stuck in a "crushing low," as well as his thoughts on resilience, generational shifts, and the realities of building a long-term sales career today.   Key Topics Covered Pipeline & Ethics: Why a healthy pipeline naturally leads to more ethical, confident selling and why scarcity triggers bad decisions. Buyer-Centricity Myths: The gap between what companies say about being customer-focused and what actually happens under quota pressure. Unnatural Acts of Selling: The uncomfortable tasks elite sellers consistently do (and others avoid) that drive predictable success. The Decline of Conversational Skills: How modern communication habits have eroded curiosity and real human interaction in sales. Resilience in Today's Workforce: Generational differences, culture shifts, and why resilience is becoming a defining competency. Career Ownership: Gerry's advice for younger sellers on financial literacy, choosing the right markets, and long-term career strategy. "Selling is a series of unnatural acts. The people who win are the ones willing to do the uncomfortable things consistently." Links and Resources Connect with Gerry: https://linktr.ee/gerryhill Phone: +44 7702 034081   Follow Fred: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://youtu.be/m9k5LXPqvoY   Watch my FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

Is it possible to make every sales interaction a win for all parties involved?   On today's solo episode of Sales Today I address the conventional sales dynamic with a bold exploration of ethical selling.   Discover how a win-win-win scenario not only benefits the customer and the company but also leaves the salesperson's conscience clear.   The conversation tackles the intriguing Goldilocks dilemma in sales - striking the perfect balance between being too aggressive or too passive.   I break down the ETHICAL framework, offering tactical approaches such as empathetic communication, transparency, and holistic value creation.   In a world where ethical standards are paramount, this episode provides a crash course in mastering ethical sales practices.   Drawing from principles outlined in my book, "Ethical Selling," I dissect common misconceptions and invite listeners to rethink their sales techniques.   Links and Resources   Follow Fred: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://youtu.be/IFouzVh-POQ   Watch my FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

What if the reluctance to pick up the phone is the key to unlocking a new sales strategy?   In this weeks episode we address communication preferences of Gen Z sales professionals, highlighting the need for empathy and understanding from seasoned sales managers.   With insights from Janet Efero, an award-winning sales trainer, we explore the generational shift in communication styles and its impact on sales.   This episode is packed with strategies to bridge the gap between traditional sales skills and modern digital communication tools, equipping young professionals with the necessary skills to thrive.   Moving beyond mere comfort zones, we dissect effective sales training structures that cater to building resilience and confidence.   Discover Janet's approach, which encourages gradual exposure to daunting tasks like cold calling, making them less intimidating and more approachable.   We discuss the importance of structured yet flexible training frameworks that prioritise questioning, listening, and rapport-building over rigid scripts. This method provides a nurturing learning environment for new recruits, ensuring they are well-prepared to face the complexities of the sales landscape.   We also challenge traditional sales training methodologies, advocating for a more human-centered approach. Janet shares innovative tactics like personalised communication and unique marketing strategies that stand out in our fast-paced digital world.   Learn how short, digestible training bursts can resonate more with Gen Z, making the sales journey not just a task but an exciting, rewarding experience.   By breaking away from conventional strategies, meaningful interactions can lead to tangible results and creativity in sales.   Chapters: 00:00 - Generational Shift in Communication Skills 10:52 - Effective Sales Training Structure 17:16)- Rethinking Sales Training Approaches 28:59 - Innovative Sales Tactics and Empathy   Links and Resources Connect with Janet  https://www.linkedin.com/in/janetefere-adaptivesales/   Follow Fred: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://youtu.be/r2eSFRTfRqY   Watch my FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

What if transforming your sales approach could turn prospects into loyal clients without the pressure of chasing commissions?   Discover the groundbreaking sales philosophy at Esri, where Jay Hoffman, Key Account Manager, unveils a refreshing model that prioritises relationship-building and genuine problem-solving.   Forget the transactional mindset; we explore how adopting a consultative approach can turn sales professionals into trusted advisors who not only enhance customer relationships but also foster long-term trust.   Learn how Esri's mapping solutions empower clients to make informed decisions, and understand the critical role of persistence and consistent engagement throughout the customer journey.   Transparency isn't just a buzzword; it's a cornerstone of building trust.   Hear how open communication and honest dealings, even about internal challenges, can significantly impact client relationships.   With insights into handling tedious tasks like utility enterprise agreement renewals, we highlight how focusing on selling and prospecting can be more effective.   We also discuss how effective mentorship and ethical selling practices contribute to both personal fulfillment and professional success, guiding young professionals to align their careers with their passions and strengths through initiatives like the Young Professional Network.   Chapters: 00:00 - Building Relationships in Non-Commissioned Sales 16:12 - Building Trust Through Transparency 20:39 - Effective Mentorship and Ethical Selling   Links and Resources Connect with Jay  https://www.linkedin.com/in/jhoffman2112/   Follow Fred: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://youtu.be/HxsQgdf4s94   Watch my FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers

This live recording of Sales Today: Procurement Special goes back to fundamentals as Fred Copestake breaks down the anatomy of a great sales conversation so procurement professionals can spot the good ones, steer the wobbly ones, and borrow the best bits for their own internal selling.   With 25+ years in the field, three books (including Ethical Selling), and over 10,000 salespeople trained across 38 countries, Fred shares a practical, step-by-step structure you can use immediately - whether you're evaluating a supplier's approach or building support for your own initiatives. In this episode, you'll discover:  • Why objectives matter: set a primary and secondary outcome before the meeting, then signal preparedness with a short agenda. • "Ask before tell": why prescription without diagnosis is malpractice and how great sellers make it about you before talking about themselves. • Reading the room: tailoring style to personalities (analytical, amiable, driver, expressive) and how tools like DISC profiling can help you prepare. • AIDA done right: Attention → Interest → Desire → Action as a clean flow that mirrors how people think. • Strong openings: craft an attention-grabber (value proposition) that hooks into your world—industry issues, goals, and likely friction points. • High-gain questioning: use open, probing, and TED prompts ("Tell me… Explain… Describe…"), thoughtful hypotheticals, strategic summaries, and silence.  • Consultative depth: map current state vs desired state, then explore impact and consequences to build a compelling case for change. • From ask to tell: when to pivot from questions to a tailored response - not a boilerplate pitch - linked to the problems uncovered. • Progress checks: small "trial closes" to confirm fit and keep momentum without pressure.  • The Perfect Close (James Muir): "Does it make sense for us to… [next step]?"- an elegant, ethical way to agree the action or surface the right alternative.  • Internal use: how procurement can repurpose the same structure to win support for projects and decisions inside the business.   Expect straight-talking guidance, usable language patterns, and a simple framework you can run tomorrow- whether you're buying, selling, or building alignment across stakeholders.   Join the Alchemie Network for FREE to connect with other forward-thinking professionals and get access to more events like this.   Connect with Fred on Linkedin https://linktr.ee/fredcopestake

Jimmy Armitage, founder of Your Wavelength, joins me to unravel the complexities of recruiting sales professionals for technical industries.   This episode is full of insights for business owners navigating the intricate balance between technical expertise and sales prowess.   We dissect the fallacy of assuming every successful salesperson will thrive in any business environment, stressing the importance of aligning technical know-how with sales roles.   Jimmy sheds light on the benefits of training technically skilled employees in sales or recruiting individuals who possess both skill sets, offering guidance for overcoming the steep learning curves that often lead to failure.   We explore the unique challenges engineers face when shifting to sales roles, especially in sectors introducing new technologies like packaging machinery for potato chips.   By evaluating candidates through key pillars such as capability, environment fit, team fit, and motivation, we highlight how engineers can leverage their technical background while honing new sales skills.   Jimmy shares his views on the importance of motivation and natural communication abilities in managing the demands of field sales, such as international travel and client interactions.   We also discuss the value of transparency about product limitations to foster trust and connect with clients on a human level.   This episode wraps up by focusing on strategic hiring decisions, examining how structured planning and clear communication can maximise sales ROI and ensure new hires align with company goals.   Through this comprehensive approach, we aim to equip listeners with the tools to make informed and strategic hiring decisions that drive success.    Chapters: 00:00 - Technical Sales Recruiting Strategies 12:00 - Recruiting Engineers for Technical Sales 17:33 - Effective Sales Training and Hiring 28:49 - Maximising Sales ROI Through Strategic Hiring   Links and Resources   Connect with Jimmy  https://www.linkedin.com/in/jimmy-armitage-yourwavelength/ Website: https://yourwavelength.co.uk/   Follow Fred: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://youtu.be/nKSwkayPvgs   Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers