Why Old Sales Tactics Don't Work Anymore (And What Does)

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

Melissa Madian, the charismatic founder of TMM Enablement and the self-styled Chief Fabulous Officer, brings her vibrant personality to our latest podcast episode, where sales enablement meets storytelling magic.   Discover how Melissa's unique blend of humour and authenticity can redefine your sales approach and why infusing your true self into your professional persona isn't just acceptable - it's essential.   This episode challenges the traditional notion of professionalism, encouraging salespeople to find their voice and make meaningful connections through genuine, relatable narratives.   Melissa shares her customer-centric sales approach, where providing the right tools and training isn't just beneficial - it's transformative.   Learn how focusing on existing client relationships can be a goldmine for growth, and why solving customer problems rather than just pushing products is the secret to long-lasting success.   From first contact to nurturing long-term loyalty, this conversation highlights creating memorable customer experiences and highlights the overlooked power of exceptional service.   Rounding out our episode, we explore the art of making the customer the hero of their journey, with sales enablement strategies that empower sales teams to do just that.   Melissa shares insights on tackling performance dips,  addressing the importance of continuous skill enhancement and professional curiosity.   With a light-hearted close and an invitation to challenge your own sales strategies with our collaborative selling scorecard, this episode is packed with engaging content and actionable insights for anyone looking to elevate their sales game.    Chapters: 00:00 – Getting Salespeople Up to Speed 00:22 – How to Structure a Success Story 07:52 – What Is Sales Enablement? 08:55 – The Full Customer Lifecycle 12:48 – Sales with Service in Mind 16:26 – Context and the Role of Enablement 18:20 – Engineering Principles in Sales 25:15 – Why Stories Matter in Selling 33:09 – Melissa's Book: Enabler? I Hardly Know Her! 34:00 – Where to Find Melissa   Links and Resources Connect with Melissa  https://www.linkedin.com/in/melissamadian/ Website: https://melissamadian.com/ Buy the Book: Enabler? I Hardly Know Her!   Follow Fred: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://bit.ly/SalesTodayPodcast_MelissaMadian    

You nailed the first step and got the meeting - now what? Most salespeople squander this critical opportunity by running a tired "Discovery Meeting" that serves only them.   Sales differentiation expert and contrarian, Lee Salz, is back as a guest for a third time to expose why the old ways are fundamentally broken and reveal the Consultation Mindset that must replace them.   Based on his new book, The First Meeting Differentiator, Lee shares a hard-hitting, practical framework for success.   Inside this episode, you will learn to kill your ego-centric "discovery" script, understand and actively combat the "Forgetting Curve," and leverage "Empathetic Expertise" to engage emotion (not just logic) in order to drive action.   Lee details the single most important question you must ask at the very end of the meeting to lock in the next steps. If you're tired of sending information only to be ghosted, this episode is the essential blueprint for creating genuine meaningful value that makes prospects want to partner with you.   In This Episode, We Discuss:   The conversation kicks off with a look at The Necessary Death of Discovery Meetings, revealing exactly why the typical focus on "what I need to ask" and "what I need to tell them" is an egocentric, value-less approach for the prospect.   This leads directly into The Doctor Analogy, showing how shifting to a Consultation Mindset ensures the client gains meaningful value - making the entire interaction worth their time, regardless of whether they ultimately buy your product.   Lee then delivers his Sales Contrarian Manifesto, arguing that "Sales is a numbers game" is the worst advice ever and explaining precisely why you should limit your prospecting to ensure you can personalise every interaction, valuing quality over quantity.   Following this, we look at how to Stop Suffering from the Sales EKG Effect, identifying the danger of believing "you're only as good as your last sale" and outlining the forward-looking focus you must have instead.   Next, Lee dives into the critical strategy of engaging both the Head & Heart through Empathetic Expertise, revealing how even the legal system uses emotion to drive decisions, and sharing a simple method for arousing your client's feelings to ensure the deal doesn't "fizzle out."   This emotional engagement is key to combatting The Forgetting Curve, as Lee explains how to use powerful stories, rather than boring features and benefits, to ensure your client remembers more than six minutes of your hour-long meeting.   As the conversation wraps up, Lee discusses The ONLY acceptable ending to a first meeting, detailing how to confidently close the consultation by asking the partner-focused question: "How did we do today?" and then immediately scheduling the next interaction.   The episode concludes by highlighting the crucial mental shift between the Sales Process vs. Buying Process, an insight that will make your entire career easier and more effective.   Chapters: 00:00 Introduction to Sales Differentiation 02:56 The Importance of the First Meeting 06:05 Challenging Traditional Sales Mindsets 08:53 The Consultation Mindset vs. Discovery Meetings 11:59 Understanding Value in Sales 15:00 Empathetic Expertise in Sales 18:14 The Power of Storytelling in Sales 20:58 Closing the Meeting Effectively 23:59 The Buying Process vs. Sales Process   Links and Resources   Download Chapter 1 (Free!): Get Lee's first chapter of The First Meeting Differentiator: www.firstmeetingbook.com   Download the Tip Sheet (Free!): Grab the guide on 10 Ways to Provide Meaningful Value in your first meeting:  www.meaningfulvalue.com   Lee's Website: Learn more about Lee and his work:  https://salesarchitects.com   The Book: The First Meeting Differentiator by Lee Salz is available wherever you purchase your books.   Connect with Lee LinkedIn: https://www.linkedin.com/in/leesalz/   Connect with Fred LinkedIn: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://bit.ly/SalesTodayPodcast   If you enjoyed this episode, please subscribe, rate, and share with a colleague