Are you speaking to decision-makers or influencers (& why it matters!)
Release Date: 01/23/2026
3 reasons September is the best time to sell to companies (with a proven sales process)
Selling To Corporate
STC183: 3 reasons September is the best time to sell to companies (with a proven sales process) In this episode, Jess Lorimer reveals why September is the most powerful month for selling to companies, provided you follow a proven sales process. The discussion covers key commercial drivers unique to Q4, the biggest employee turnover period, and strategies to secure business before companies allocate their budgets for the coming year. Jess breaks down the three commercial reasons that make September the single best buying period for anyone selling services to corporate clients, provided you're...
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Which is best: Inbound or outbound B2B sales processes for coaches / consultants?
Selling To Corporate
If you sell services to corporate clients, you've almost certainly asked yourself whether you should be focused on inbound or outbound sales. It's one of the most common questions coaches, consultants, trainers, speakers, and done-for-you service providers ask when they're trying to build a predictable pipeline of corporate clients, and the honest answer is that it depends on your business stage, your capacity, and how much control you want over your results. Inbound sales, in a B2B context, means working with inquiries that come to you: referrals, warm introductions, and prospects who find...
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Doing everything but your sales process still isn't converting in the way you want?
Selling To Corporate
Every August, Jess hears the same story on repeat: decision makers are on holiday, budgets are frozen, nobody's picking up the phone, so why bother? In this episode, Jess pushes back on that, hard. More decision makers and stakeholders are booking sales calls this August than she's seen in the last two years, and her own clients, working across leadership, performance, executive coaching, and fractional HR, are signing forty thousand pound retainers and hitting their entire annual revenue targets in six or seven months. It's not quiet out there - not even close! Jess is clear that when a sales...
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#1 problem in sales processes (even if you're generating revenue!)
Selling To Corporate
You might be following a proven sales process, you might even be generating consistent revenue. But if you are not building in a regular strategic thinking space, your sales results are almost certainly not as strong as they could be and they are more fragile than you realise. In this episode of the Selling to Corporate® podcast, Jess Lorimer addresses one of the most common and costly problems she sees across the sales processes of coaches, consultants, trainers, speakers, and done-for-you service providers: the failure to stop, think strategically, and work on the process rather than just...
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Single champion selling is dead; replacing enthusiasm with strategic sales!
Selling To Corporate
If your B2B sales process relies on one enthusiastic contact inside an organisation to champion your work, you are one resignation away from losing everything you have built. In this episode of the Selling to Corporate® podcast, Jess Lorimer makes the case that single champion selling is not just risky and is a strategy that actively limits the size of deal you can close and the speed at which you can close it. Jess explains the concept of multiple internal champions: who they are, why they matter, and how building relationships with three to five key people inside each target organisation...
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STC178: Why Corporate Buyers Can't Find You (Even When They're Looking)
Selling To Corporate
In this episode of Selling to Corporate, Jess Lorimer explains why 66% of corporate decision makers are now using AI tools such as ChatGPT, Perplexity, and Microsoft Copilot to research and shortlist external suppliers before they visit a single website. If you are a coach, consultant, speaker, trainer, or done-for-you service provider selling to corporate clients, this episode covers what that shift means for your lead generation strategy and what you need to do right now to stay visible. Who this episode is for Coaches, consultants, trainers, speakers, and done-for-you service providers...
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3 important sales actions to complete before summer starts
Selling To Corporate
What this episode is about Summer is closer than you think, and if you want a spectacular September and a strong Q4, the work starts now. In this episode of the Selling to Corporate® podcast, Jess Lorimer shares the three essential sales actions that every coach, consultant, trainer, speaker, and done-for-you service provider needs to complete before UK decision makers head off on their summer holidays. Whether you are hoping to book sales calls before mid-July or planning ahead for a September pipeline, Jess gives you the clear, practical framework to get it done, without the chaos and...
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The most important skill professional salespeople have (and how you can use it!)
Selling To Corporate
What This Episode Is About You’ve invested in a sales strategy. You’ve done the training. So why aren’t you getting the results you expected? In this episode of the Selling to Corporate® podcast, Jess Lorimer reveals the single most important skill that professional salespeople use to create consistent, replicable results - and it’s almost certainly not what you’d expect. Jess makes the case that the gap between coaches, consultants and professional salespeople isn’t intelligence, experience or even strategy. It’s one surprisingly simple skill that most business owners overlook,...
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Two types of B2B lead generation that coaches + consultants need to use!
Selling To Corporate
What this episode is about If you’ve been relying on warm referrals and introductions to bring in corporate clients, this episode is your wake-up call. Sales strategist Jess Lorimer breaks down the two distinct types of B2B lead generation that every coach, consultant, trainer, speaker, and done-for-you service provider needs to understand - and crucially, which one to prioritise depending on where you are in your business right now. With the summer window for reaching corporate decision makers closing fast, Jess explains why now is the time to audit your lead generation approach and plug...
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Why bids + tender processes are a complete waste of time
Selling To Corporate
In this episode Jess explores the complexities of procurement, including bids, tenders and preferred supplier agreements. If you’ve been looking at these as a shortcut to big contracts Jess shares the competitive realities of these processes and why they are rarely the 'easy win' they appear to be. With many decision makers often out of the office throughout the summer months it’s vital to prioritise the right business development activities and tighten up your sales strategy so tune in to learn why a sharp strategy in May is your best defense against a quiet July Key Topics Definitions...
info_outlineWondering why your lead generation efforts aren’t landing sales? In this episode, I’m sharing the key difference between decision makers and influencers in corporate organisations - and why targeting the right people will transform your business. Consistency matters and so does knowing who truly holds the budget and sign-off power. Build relationships, but be strategic.
You'll learn why consistency trumps any "magic" lead generation method, and how focusing your energy on the right contacts can be the difference between wasted time and revenue growth. Whether you're a coach, consultant, speaker, or trainer looking to supplement your lead generation, this episode goes deep into practical strategies—and offers actionable advice to help you build relationships that truly move the needle for your business.
Ready to unlock the secrets to better B2B sales and start this year off strong? Tune in, get inspired, and learn how to have more impactful conversations (and more closed deals) with the people who count.
Key Takeaways:
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Qualified Lead vs. Influencer:
Decision makers are those with the job title, remit, and budget autonomy to actually buy your services. Influencers may champion you internally or help you understand organisational needs—but without buying power, your efforts might not convert to sales. -
Volume and Consistency Matter:
Lead generation isn’t about finding a single “magic bullet” strategy. Whether you use email, LinkedIn, networking, or speaking gigs—consistency in executing your method and clear targeting are what drive results. -
Don’t Get Stuck on Dead-End Relationships:
If you’re spending hours on calls with people who love your insights but never have purchasing authority, it may be time to re-evaluate your prospect list. Pouring energy into non-reciprocal relationships is wasted time (and money). -
How to Qualify a Decision Maker:
Ensure your contacts tick these boxes: -
Their job title aligns with responsibility for your expertise.
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They hold autonomous budget.
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They have sign-off power for purchases.
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Influencers Still Matter—Just Differently:
Influencers can introduce you to decision makers or champion your offer internally. But remember, if a relationship isn’t productive or mutually beneficial, set boundaries so your focus stays on revenue-generating prospects.
Key Quotes;
The Real Challenge of Lead Generation
"One of the major challenges is that people aren't always generating the right kind of leads." 00:03:0100:03:05
Why Your Outreach Isn’t Getting Results
"If you haven't worked on the quality and volume and targeting pieces of whatever, whatever outreach strategy you employ, whether it's email, whether it's LinkedIn, whether it's speaking, whether it's networking, whether it's any executive effort, you are not going to see the result you want." 00:17:2300:17:41
The Hidden Pitfall in Sales Strategies
Quote: "Most people are not doing that in their sales process and as a result, it means their sales process is stalled. And it means that they're, I'm going to use the phrase wasting time because they're spending lots and lots of time and energy on cultivating relationships with influencers who are not going to be able to push them up the chain to the, to the actual sale." 00:23:5100:24:16
The Importance of Building Relationships Across All Levels
"Even junior employees are important to know because one day they will get jobs that are in leadership positions where they are a decision maker. So it's important to create relationships with everybody." 00:37:5200:37:54
Key Resources Mentioned in this Episode:
Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year’s inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/
Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.
If you've enjoyed listening to Are you speaking to decision-makers or influencers (& why it matters!) check out these episodes.
Generating Corporate Leads https://sellingtocorporate.com/podcast/stc002-generating-corporate-leads/
How to find the right decision maker in corporate organisations
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Content Disclaimer
The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.