How educating decision makers is screwing your sales process
Release Date: 08/08/2025
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info_outlineIn this episode, we're tackling a big one: the idea that constant education and giving away free value is the golden ticket to a successful B2B sales strategy. As someone who has spent 18 years in sales and business development, I’ve seen this 'give, give, give' mindset cause real sales problems for people trying to sell to corporate clients. I'm going to explain why this approach can actually be a dangerous school of thought and how it can hurt your bottom line. We’ll talk about the difference between useful education and harmful free consultancy, and how to make sure your corporate sales process is all about clarity, not just content.
We'll also dive into why giving too much away can lead to things like undercharging on your client proposals and a lack of confidence when following up on sales proposals. Plus, I’ll be giving you an update on my Expert Services Directory, which is a fantastic opportunity for you to get in front of decision-makers with real buying power across the UK, without the need for constant, proactive outreach.
Here are some key takeaways from this episode:
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Education vs. Free Consultancy: There's a big difference between explaining what you do (education) and giving away all the tailored ideas a client could implement themselves (free consultancy).
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The Problem of Normalisation: By constantly educating your audience on common problems, you may inadvertently normalise them, making clients feel there's no need to pay for a solution because "everyone has the same issue".
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The Dangers of Free Advice: Giving away too much free advice trains prospective corporate clients to not pay you, as they've learned they can get your valuable insights for free.
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Clarity, Not Education, Sells: The goal of a good sales process is not to simply educate, but to give clients the clarity and commercial reasons they need to make a decision, which is what truly drives sales.
Join me in this episode as we unpack these crucial points and ensure your approach to business development is both effective and profitable.
Key Resources Mentioned in this Episode:
If you want to learn more about The Expert Services Directory, click here: http://bit.ly/4f3ch1I
If you've enjoyed listening to How educating decision makers is screwing your sales process check out these other episodes that may be of interest.
How to price your services like a pro when working with corporations - https://bit.ly/SellingtoCorporate018
5 awkward myths about selling to corporate companies - https://bit.ly/SellingToCorporate111
6 biggest breakthrough moments from Converting Corporates - https://bit.ly/SellingToCorporate121
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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.
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