Are you speaking to decision-makers or influencers (& why it matters!)
Release Date: 01/23/2026
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!)
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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!
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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
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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...
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B2B sales trends for Q2: Which one are you actioning?
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April is buzzing with opportunity! Companies are hiring more external suppliers than ever, thanks to rising costs for permanent staff and a shifting economy. But here's the catch - decision makers are changing how they search for experts. It's all about referrals and real expertise, not just flashy marketing or big followings. External suppliers are in high demand due to increased costs of hiring permanent staff, particularly in the UK, Central Europe, and America. Companies are scaling with interim, freelance, or project-based resources rather than permanent hires. The biggest trend...
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Racing to the bottom' (and what does that mean for revenue in Q2?)
Selling To Corporate
As we wrap up Q1 (and look ahead to Q2!), I’ve been taking stock of market trends and what’s impacting business for coaches, consultants, and experts selling to corporates. This quarter, I’ve seen incredible client wins - like proposals accepted at £31,000 and larger scale training projects signed off. But I’ve also noticed some worrying shifts in the wider landscape. A phenomenon I’m seeing play out is the "race to the bottom" - companies and entrepreneurs slashing prices, reducing standards and chasing quick wins. Now’s the time to stop panic selling; double down on a...
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The simple sales technique I use to sign corporate clients every month
Selling To Corporate
Do you ever feel like you’re hustling non-stop just to keep up with your current delivery—and then, suddenly, your sales pipeline dries up? Or maybe you go from feast to famine: booking lots of work, then radio silence, then panic? I’ve been there. In fact, it’s something I hear a lot from consultants and coaches so today I’m sharing the straightforward sales technique I’ve used for the last 10 years to sign new corporate clients every single month - even when things get busy. Most of us get stuck in a cycle: when we’re flush with delivery, we go all-in for our clients, leaving...
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3 reasons that peer led accountability could be costing you more business than its winning
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Why 'normal' communication is stopping you feeling confident with sales communication
Selling To Corporate
Today Jess tackles the surprisingly overlooked issue that’s stopping entrepreneurs and sales professionals from landing corporate clients: a communication gap that’s causing more trouble than you think. Forget “mindset.” It’s all about how you communicate. After working with thousands of entrepreneurs and professional salespeople over 18 years, Jess has noticed a universal fear: nobody wants to come across as “salesy, sleazy, or pushy.” But here’s the breakthrough - this isn’t a mindset problem, it’s a communication one. If your messaging doesn’t make it crystal clear...
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Is being a great networker costing you B2B sales?
Selling To Corporate
Time is flying, and if you haven’t started building your B2B sales pipeline yet, this is your wake-up call but only if you leverage it strategically. Focus on proactive lead generation, reset boundaries, and get clear about your sales process so your network actually supports your revenue goals. In this episode Jess challenges the popular adage that "your network equals your net worth." While your connections are valuable, relying solely on warm contacts can lead to a dangerous plateau - and the dreaded "free consulting" trap. If you are a coach, consultant, or service provider tired...
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.