Why selling knowledge fails so often (and how to fix it)

Sales expert Steve Radford sheds light on the intricacies of the modern sales landscape, drawing from a rich 25-year career in sales.   His book, "How To Sell," distills these years of experience into 50,000 meticulously curated words, and in this episode, we explore the art of conveying complex sales concepts with clarity and precision.   Listen as we uncover the nuances of achieving win-win outcomes by challenging assumptions and involving customers in the process, all while leveraging the power of AI to refine sales strategies.   Discover the ethical backbone of successful selling as we navigate a seven-step conversational sales process that prioritises customer satisfaction.   From planning and engaging to understanding needs and proposing solutions, this episode highlights the significance of aligning sales strategies with both organisational and individual metrics for success.   Our conversation delves into the personal touch required in B2B sales interactions, advocating for solutions that resonate on both company and personal levels.   We also touch on the foundational mindsets necessary for successful sales, exploring how ingrained ways of thinking underpin effective behaviours.   Despite the tendency for some to skip mindset training, we discuss its long-term benefits and the importance of aligning sales training with fundamental selling philosophies.     Chapters: 00:00 - Modern Sales Strategies and AI Utilisation 11:49 - The Art of Ethical Sales 21:40 - Foundational Mindsets in Sales 30:01 - Enhancing Sales Skills Through Collaboration   Links and Resources Connect with Steve: https://www.linkedin.com/in/realsteveradford/ Steve’s Book:   https://greatersales.com/howtosell   Follow Fred: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: http://bit.ly/3W7EAUi  

In this episode of Sales Today we explore the intricate world of sales in knowledge-intensive business services (KIBS) with our special guest, Diego Ramirez, who brings insights from his MBA journey at Warwick Business School.   We discuss the vital role of sellers in guiding customers toward informed decisions, especially in industries like consulting, law, accounting, technology, and creative sectors.    Diego shares his experiences and findings on the challenges these industries face amidst the rise of AI and new technologies, highlighting the need for a transformation in selling strategies.   Discover how KIBS operate like an onion with layers of knowledge, insight, and judgment, highlighting the importance of experience and expertise in mastering these services.   Listen in as we redefine sales approaches, focusing on the balance between methodologies and frameworks, and how aligning strategies with customer buying processes can boost effectiveness.   Discover the art, science, and engineering of sales, and learn about innovative ways to assess client readiness using matrices.   We also discuss the importance of recognising biases, addressing personal client goals, and fostering ethical selling that builds trust and long-term value.   Rewarding behaviours that nurture genuine relationships is key to sustainable success, and this episode provides insights into creating strong value propositions that meet client needs.   Chapters: 00:00 - Challenges in Sales for KIBS 12:33 - Refining Sales Approach and Value Proposition 27:44 - The Sales Approach Revolutionised   Links and Resources Connect with Diego:  https://www.linkedin.com/in/diegoramirezfigueroa/   Follow Fred: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube: https://youtu.be/4EJMtsiJwP8  

Ever wondered how to transform mundane cold emails into memorable interactions?   Discover how Marc McDougall, a savvy freelance web designer, has cracked the code with his unconventional video email outreach methods.   By personalising each message with a touch of creativity, including a whiteboard with the recipient’s name, Marc shifts the focus from quantity to quality, turning generic emails into genuine conversations that stand out in a crowded inbox.   Curious about the quirks that can capture attention in sales emails?   Get ready for some laughs as we explore how offbeat subject lines like "I'm trapped with a squirrel" can bypass the usual business jargon and resonate on a human level.   In a world where professionalism often equates to formality, Marc shares his insights on why embracing humour and authenticity can lead to more engaging and successful interactions.   Plus, we discuss a daring, albeit risky, tactic of misspelling names to pique curiosity, showing that even the boldest moves require careful consideration.   Want to leverage YouTube for business growth? Learn from Marc's innovative ideas on using the platform as a dynamic lead-generation tool.   His proposed "Drunk Design" series exemplifies how educational content can entertain while building brand influence.   The episode closes with Marc’s approachable charm, offering listeners avenues to connect with him and access more of his valuable insights on his website.   Whether you’re in sales or just looking to spice up your communication, this episode promises a refreshing take on standing out and making meaningful connections.   Chapters: 00:00 - Unconventional Video Email Outreach Strategies 08:34 - Unconventional Sales Email Strategies 20:33 - Engaging Sales Outreach Strategies   Links and Resources Connect with Marc:  https://www.linkedin.com/in/marc-mcdougall/ Website: https://marcmcdougall.com/   Follow me: https://linktr.ee/fredcopestake   Take the Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/ Watch this episode on YouTube: https://youtu.be/NuusuRdk180  

In this episode of The Sales Today Podcast I speak with Bryan Cassady, author of Generative Organization. His book looks at how people and AI can work better together inside a business. The central idea is not about “using” AI but learning how to partner with it in the same way you would with a colleague. Brian explains why many leaders feel let down by AI. The problem is not the technology itself but the way it is asked to work. Just as you wouldn’t tell an intern to “go make a sale” without guidance, AI also needs clear direction and context. Treated in the right way, it becomes more like a smart team member or even a muse that can spark new ideas. We connect this way of thinking with sales practice. Just as salespeople partner with customers rather than trying to push them, the most effective approach with AI is to collaborate with it. Brian shares how this can change the way salespeople prepare, research, and build proposals. From shaping better questions, to testing different perspectives, to anticipating how different stakeholders might react, AI can raise the quality of every stage in the sales process. We also explore the importance of mindset. Seeing AI as a vending machine that spits out quick answers will keep you average. Seeing it as a thinking partner that helps you clarify objectives, test ideas, and prepare for real conversations is where the real value lies. Brian argues that AI can make everyone slightly above average, but it still takes excellent people to lead the process and ensure it is applied well. Towards the end, we link Brian’s ideas to the VALUE framework for sales: Validate opportunities by checking if what you offer really matters to the customer Align your research and preparation with what drives their business Leverage better questions and sharper conversations Underpin your proposals with clear, customer-focused messages Evolve towards outcomes that prove real value This is a lively conversation that blends practical sales thinking with a new way of looking at technology. If you’ve ever wondered how to work with AI in a way that makes you stronger in front of your customers, this episode is worth your time.  --------- EPISODE CHAPTERS --------- (00:00) - Collaborating With AI in Sales (07:32) - Maximising Sales With AI Collaboration (12:03) - AI Collaboration in Sales Conversations (24:04) - Effective Sales Strategies With AI (31:17) - Evolving Sales Strategies With Collaboration   Connect with Bryan  https://www.linkedin.com/in/bryancassady/ Website: https://genorg.ai/   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/

Uncover the secret to achieving consistent sales success by enhancing your emotional intelligence.   Join me, Fred Copestake, as I engage with James White, an experienced sales mentor and trainer, to explore how Daniel Goleman's five characteristics of emotional intelligence can revolutionise your sales approach.   James passionately advocates for listening over pitching and stresses the importance of truly understanding client needs to foster genuine connections. Our goal is to help you achieve consistent sales results, reduce stress, and enjoy a more balanced life.   We discuss how missing conversational cues can lead to lost opportunities, and how comparing human adaptability to AI highlights the need for a sophisticated understanding of tone.   While personality profiling tools like DISC can offer insights, James emphasises the critical importance of flexibility and self-awareness in real-time interactions to optimise engagement and success.   Empathy takes center stage as we discuss its transformative power in cultivating strong business relationships.   From small gestures like thank-you notes to understanding the evolving job landscape, we explore how empathy and emotional intelligence can set you apart as a trusted advisor, particularly in high-value service contexts.   Tune in to learn how these human skills will remain indispensable even as AI continues to advance, and discover how to harness them to elevate your sales strategy.       --------- EPISODE CHAPTERS --------- (00:00) - Importance of Emotional Intelligence in Sales (06:55) - Emotional Intelligence in Sales (19:13) - Empathy and Emotional Intelligence in Sales (28:40) - Qualification and Emotional Intelligence in Sales Connect with James: https://www.linkedin.com/in/jameswhitesales/ Website: https://www.jameswhite.business/   Follow me: https://linktr.ee/fredcopestake   Take the  Collaborative Selling Scorecard https://collaborativeselling.scoreapp.com/   Watch this episode on YouTube https://youtu.be/8fH1ac2AYuo

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