Why Most LinkedIn Training Fails B2B Salespeople (and What Works Instead)

In this episode of Sales Today, I am joined by Brad Eather, a digital communications consultant and the creator of the Digital Sales Mastery framework.   Brad shares why LinkedIn should be treated as a communications tool rather than a marketing broadcast channel, and how salespeople can use it to connect with the right people in the right way.   The conversation explores the difference between influencers and business professionals, showing how salespeople can move from passively consuming content to engaging and producing it in a way that attracts the right audience.   Brad introduces his consumer–prosumer–producer model, explaining how to join the conversations that already matter to your industry instead of chasing leads through cold approaches.   Together we also discuss the REP framework for creating content that is repeatable, efficient and practical, and why simple, consistent messages are more effective than polished “personal brand” campaigns. They share how comments and short interactions can often lead to better opportunities than constant posting, and why giving away insights is not the same as giving away your competitive edge.   Brad also outlines his VIP framework—values, identity and prize—which draws on motivational psychology to help salespeople hold more relevant, meaningful conversations.   He closes with three practical tips for anyone starting out: build confidence by auditing your strengths, expect a learning curve and use it to refine your approach, and practise writing in comments to develop clarity and style.   This episode offers a refreshing take on how LinkedIn can support professional sales without falling into the traps of hype or gimmicks.   --------- EPISODE CHAPTERS --------- 0:00 – LinkedIn as a communication tool, not marketing 2:00 – What a digital communications consultant does 3:00 – Why most LinkedIn training misses B2B sales 6:00 – The consumer–prosumer–producer model 16:00 – The REP framework for practical content 29:00 – The VIP framework: values, identity, prize 32:00 – Three steps to get started on LinkedIn Connect with Brad: https://www.linkedin.com/in/brad-eather/ Website: https://www.tomorrowcommunications.com/   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/DKLwkifaUO8

What if a sudden layoff could lead to the career transition of a lifetime?   Meet Luis Alan, who after twenty years in IT, found himself navigating the thrilling world of tech sales at Deel.    Through his personal journey from technical support in Costa Rica to unexpected roles on cruise ships, Luis turned a layoff in the oil and gas industry into a springboard for success in sales.   He shares how LinkedIn became his secret weapon and how skills acquired from IT played an essential role in reinventing his career path.   The episode unpacks the art of career transitions, revealing how strategic networking and self-reflection can become catalysts for professional growth.   We dive into the power of technology, with tools like ChatGPT, to reassess career goals and align them with personal strengths.   By focusing on quality over quantity in job applications and networking, you can effectively increase your visibility and open doors to new opportunities.   Learn how engaging meaningfully on platforms like LinkedIn can elevate your professional profile and lead to tangible career advancements.   Finally, we uncover the tactics to excel in the sales interview process and ensure sales success through practical collaboration strategies.   From personalised outreach to hiring managers to practicing cold calls with innovative tools, discover how to stand out in a competitive job market.   Aligning personal beliefs with company values not only fuels genuine motivation but also ensures job satisfaction.   Tune in to gain insights into mastering the competitive sales environment and maximising your potential through collaboration, preparation, and strategic networking.   --------- EPISODE CHAPTERS ---------   (00:00) - Sales Success Through Interview Preparation (08:21) - Navigating Career Transitions Through Strategic Networking (19:41) - Strategic Networking for Job Success (25:35) - Mastering the Sales Interview Process (34:49) - Maximising Sales Through Collaboration   Connect with Luis: https://www.linkedin.com/in/luis-alan/   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/gc2iEhj_N4Q

In this third episode of the Sales Today podcast miniseries, sales tech expert Hanneke Vogels shifts the focus to how technology can elevate the right conversations with prospects and customers.   From virtual calls to face-to-face meetings, the discussion centres on using tech to prepare more intentionally, uncover fresh angles, and deliver conversations that help buyers think in new ways.   Hanneke highlights the often-overlooked art of meeting preparation - knowing your objective, anticipating the customer’s goals, and having well-crafted questions ready.   She explains how accessible tools like ChatGPT can act as a personal assistant to uncover perspectives you might miss, suggest fresh metaphors, or even tailor your messaging to a customer’s interests.   We explore how advanced meeting tech can go beyond recording and transcription, offering in-the-moment prompts, missed-question alerts, speaking-time analysis, and even sentiment insights to sharpen performance.   Alongside high-end tools, Fred and Hanneke also stress simple but impactful upgrades - like better audio, lighting, and on-camera presentation — that boost credibility and connection.   Topics include how to: • Prepare meeting objectives and customer-focused questions using AI assistants. • Spot new “angles” that open up richer, more valuable conversations. • Use meeting tech to track speaking time, monitor engagement, and capture key points. • Incorporate tailored metaphors to connect on a personal level. • Upgrade audio, video, and virtual presentation for stronger impact.   Whether it’s a high-stakes strategic meeting or your next discovery call, this episode shows how to blend human skill with technology to have more intentional, valuable, and memorable conversations.   Connect with Hanneke: linkedin.com/in/hannekevogels   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://bit.ly/4fAclWV

In this fifth and final episode of the Sales Today podcast miniseries, sales tech strategist Hanneke Vogels returns to wrap things up with Fred Copestake as they delve into the last part of the modern sales framework: delivering the right outcomes.   But before they get there, the conversation begins with one of the most critical (and often messy) phases in sales: negotiation.   Hanneke shares how tech can help streamline this complex process - from collaborative contract tools to AI-powered note-takers that analyse sentiment and conversation flow.    They explore how sellers can use these tools to track changes, suggest alternative clauses, and avoid getting lost in version-control chaos.   Fred and Hanneke also discuss the importance of staying human during negotiations, emphasising that while tech can help prep and speed up the admin, the face-to-face connection still matters when resolving key sticking points.   From there, the duo turns their attention to outcomes and ongoing customer success. In modern sales, it’s not just about closing deals - it’s about ensuring delivery, adoption, and long-term value.   They cover: ·       How to seamlessly hand off deal context to delivery teams using CRM and automation tools   ·       The evolving role of customer success platforms in driving upsell, cross-sell, and satisfaction.   ·       Automating smart reminders for relationship touchpoints and renewals.   ·       Using sentiment analysis and stakeholder tracking to proactively manage risk.   ·       The death of the QBR - and the rise of meaningful, value-led customer reviews.   ·       Why tech makes it easier than ever to stay connected with stakeholders after the sale.   They close out the series with a rallying call: Tech doesn’t need to be complex or overwhelming. Start small, think in processes, and automate the things you repeatedly forget.   Whether it’s helping with negotiation, driving customer success, or building long-term relationships, this episode shows how sales teams can use technology to make outcomes more predictable, partnerships more valuable, and selling a lot more human.   Connect with Hanneke: linkedin.com/in/hannekevogels Subscribe to hear about e-book:  https://stryfes.com/newsletter/   Follow Fred: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/2E-CkUYGn5M

In this fourth episode of the Sales Today podcast miniseries, sales tech expert Hanneke Vogels joins Fred Copestake to explore the future of proposals, presentations, and how we bring solutions to life for buyers.   Hanneke kicks things off with a strong rallying cry - “Death to the PDF!” - challenging the outdated way many salespeople still share proposals.   She explains how today’s proposal tools and digital sales rooms allow sellers to create interactive, trackable micro-sites that not only look better but also provide rich data on buyer engagement.   From seeing which sections a prospect re-reads to knowing when they log back in, sellers gain insights a static PDF could never provide.   The conversation also touches on buyer experience. Far from being just a sales efficiency play, these tools make it easier for customers to navigate information, watch embedded videos, and collaborate across complex deals.   Fred and Hanneke debate the role of video and avatars in proposals, weighing authenticity against automation, before diving into live presentations.   They highlight the pitfalls of bullet-heavy slides, the power of storytelling, and why the humble whiteboard still creates the most memorable collaboration moments with clients.   From there, the discussion turns to new ways of capturing and amplifying those sessions transforming messy whiteboard notes into professional infographics and valuable touchpoints that keep momentum alive after the meeting.   Topics include how to: • Replace static PDFs with interactive, trackable proposal tools. • Use digital sales rooms for collaboration across complex deals. • Enhance buyer experience with embedded video and personalised touches. • Avoid “death by PowerPoint” with simple, story-led presentations. • Harness whiteboards and collaborative tools to co-create solutions. • Transform workshop notes into infographics or post-meeting value assets. Whether you’re crafting a proposal, running a pitch, or co-designing with a client, this episode shows how modern tech when used smartly can make your solutions more compelling, collaborative, and credible.   Connect with Hanneke: linkedin.com/in/hannekevogels Subscribe to hear about e-book:  https://stryfes.com/newsletter/   Follow Fred: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/A2Q7tUFaqeI

In this second episode of the Sales Today podcast miniseries, Fred Copestake continues his conversation with sales tech expert Hanneke Vogels - this time addressing how modern technology can transform your research process before engaging with prospects.   The focus is on understanding who you’re talking to, what they care about, and how to personalise outreach in meaningful ways using tools already at your fingertips.   From mapping complex Decision Making Units (DMUs) to exploring individual communication styles with DISC-based AI profiling, this episode highlights how tech can sharpen your preparation and relevance in every interaction.   They also discuss the power of sales intelligence tools to surface what prospects are talking about, writing about, or being interviewed on - making deep, high-impact research both accessible and efficient.   Topics include how to:   Use affordable AI agents for personality and communication style insights. Profile unknown stakeholders using LinkedIn Sales Navigator. Apply large language models to join the dots between your value prop and their unique needs. Tailor whitepapers and outreach messaging at an individual level. Know when deep research is a competitive advantage - and when it becomes table stakes.   Whether you're targeting a strategic account or prepping for your next call, this episode shows how to harness tech to understand people and context so your conversations land with more relevance and value.   Connect with Hanneke: linkedin.com/in/hannekevogels   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/

Modern technology is reshaping how sales teams identify and qualify opportunities.   In this conversation, Fred Copestake speaks with sales tech expert Hanneke Vogels to explore how tools like HubSpot’s Breeze and other sales intelligence platforms can help define and refine your Ideal Customer Profile (ICP).   They examine how existing customer data can reveal key patterns and shared traits, enabling teams to pinpoint lookalike companies and prioritise outreach more effectively.   There's also a focus on how AI can support deeper customer understanding, allowing for more relevant messaging and stronger initial engagement.   The discussion also highlights how qualification is no longer a one-off task.   Using AI tools, transcription services, and structured CRM inputs, sales professionals can apply a more dynamic, data-driven approach to assessing opportunities over time.   Techniques such as role-based AI prompts - particularly for understanding decision-makers like finance directors are covered, offering practical ways to enhance both lead scoring and personalisation.   Whether you're reviewing your ICP or aiming to improve qualification consistency, this episode presents clear ways to use technology to sell smarter, not louder.   --------- EPISODE CHAPTERS --------- 0:00 - Techniques for Modern Sales Success 09:49) - Effective Sales Qualification Strategies   Connect with Hanneke: linkedin.com/in/hannekevogels   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/ZweyyOH6m_s

This episode is a live recording of Fred Copestake’s show for the Alchemie Network, where he dives deeper into what makes true collaboration between sales and procurement work. Picking up from the last session on the evolution of sales, Fred explores selling through partnering skills – a practical approach to creating better, more productive relationships. With his usual energy, hard-won experience, and a few lighthearted moments, Fred unpacks six key elements of PQ (Partnering Intelligence) – the lesser-known but equally vital cousin of IQ and EQ. In this episode, you’ll discover: Why trust is the non-negotiable foundation of any relationship The “trust equation” (and how self-orientation can make it crumble) How to create a genuine win-win mindset without damaging your own position Why interdependence beats independence in modern sales How transparency builds credibility (and why leading with a flaw is powerful) The importance of being comfortable with change – for you and your customer Why future orientation helps both sides achieve meaningful outcomes Fred also shares practical tools like mutual action plans, tips for handling resistance to change, and why buyers care about futures rather than just features. Expect straight-talking insights, useful questions to reflect on, and a clear framework to help you recognise great sales behaviours – and spot the ones that fall short. A must-listen for procurement professionals who want to work with genuine partners, and for salespeople who want to stand out for the right reasons. . 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   Watch this episode on YouTube https://youtu.be/FHifHfaKXJw  

Too many sellers treat sales like a checklist. It’s not.   Sales is a system - and when every part is strong, the whole thing works better.   In this special recap episode, we take a step back to zoom out and review the 15 core skills, tools, and mindsets covered so far on Sales Today.   Whether you're new to the series or have been with us since episode one, this is your chance to assess, reflect, and reset your approach to modern ethical selling.   What’s Covered:   • The 15 essential skills for modern B2B selling • Why sales isn’t just a series of disconnected activities • How each skill fits into a connected, customer-first system • The #1 question you need to ask: Where should I focus next? • A simple scoring exercise to guide your personal development   The 15 Essentials Recapped:   1.    Ideal Customer Profile 2.    Value Proposition 3.    Sales Messaging 4.    Account Planning 5.    Change Drivers 6.    Customer Value 7.    Sharing Insights 8.    Asking Better Questions 9.    Structuring Sales Meetings 10. Writing Proposals 11. Delivering Presentations 12. Storytelling 13. Focusing on Outcomes 14. Running Better Reviews 15. Relationship Building   This Week’s Action Step   - Score yourself from 1 to 5 on each of the 15 areas (listed above). - Avoid choosing 3 - force a choice! Then: - Focus first on your lowest scores.- Strengthening weak links will lift your whole system. Need a full scorecard template? Message Fred on Linkedin   Resources: Fred’s books: • Selling Through Partnering Skills • Hybrid Selling • Ethical Selling   Connect with Fred on LinkedIn to share your thoughts and hear more. https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://bit.ly/4o3XbgB     Sales Today – for professionals doing things the right way.

Too many sellers think being friendly is enough. It isn’t. If the customer only hears from you when it’s renewal time or when there’s something new to flog, you’re not a partner - you’re a vendor.   And vendors are easy to replace.   In this episode, the focus is on what it really takes to build genuine, lasting relationships in complex B2B sales.   Relationships that win repeat business, reduce price pressure, and create referral engines that power long-term success.   What’s Covered   ·        Why most sellers confuse being friendly with actually building trust   ·        Five behaviours that deepen long-term customer relationships: o   Solve, don’t sell o   Stay relevant between deals o   Deliver on promises o   Create win-win outcomes o   Celebrate customer success   ·    The STAIRS model – six practical ways to stay visible and valuable after the           initial deal is done:   o   S – Social: Stay active where your clients are o   T – Thanks: Small acts of recognition go a long way o   A – Ask: Show genuine curiosity and ask for feedback o   I – Invite: Extend opportunities, don’t wait for them to come to you o   R – Review: Focus on value, not just activity o   S – Share: Provide insights, trends and benchmarks to help clients succeed   This Week’s Action Step   Take the STAIRS model and apply it straight away. Ask:   Where can you engage socially? Who deserves a thank you? What’s changed in a client’s world recently? What can you offer that adds value now? When’s your next meaningful review? What insight can you share today?   Small, consistent actions lead to bigger, better, longer-lasting partnerships.   Resources: Fred’s books: Selling Through Partnering Skills Hybrid Selling Ethical Selling   Connect with Fred on LinkedIn to share your thoughts and hear more. https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://bit.ly/44UGo72