Focusing on Outcomes, not just offerings
Sales Today
Customers don’t care about what your product is - they care about what it does. In this episode, we explore a fundamental shift in sales thinking: moving from product-based conversations to outcome-focused dialogue. When you stop pitching features and start communicating results, you change how customers see your value. You’ll learn: Why outcome-based selling leads to faster, more confident buying decisions The three core types of outcomes that matter to buyers: financial, operational, and strategic How to align your entire sales process...
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Mastering Storytelling (and making your customer the hero)
Sales Today
Sales success doesn’t come from bombarding prospects with features, facts, or figures. What truly sticks are stories - stories that show a better future and invite your customer to see themselves in it. This episode explores how to use storytelling as a powerful sales tool by borrowing from one of the oldest and most effective narrative structures: the Hero’s Journey. Discover how to turn dry case studies into compelling customer-first stories that feel real and memorable. Learn the four-part structure that positions your buyer as the hero and you as...
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Delivering Presentations that centre on them, not you
Sales Today
Most sales presentations fail because they’re all about you. Customers don’t care about your awards, your company map, or your tech stack- until they know you get their world. In this episode I share how to flip the script and deliver customer-focused presentations that engage, build trust, and make decisions easier. What you will learn: Why traditional presentations lose the room - and how to fix that The 6-part structure to build compelling, customer-first presentations How to open with a hook that gets immediate attention ...
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Writing Proposals that make it easy to say yes
Sales Today
Proposals don’t close deals on their own - but bad proposals can definitely kill them. Today I’m sharing exactly why most sales proposals fail and how you can turn yours into a tool that helps your customers make confident buying decisions. Too many proposals read like company brochures, filled with “we do this” and “we do that.” That approach rarely works because it’s all about you, not the customer. In this episode, I walk you through a simple but effective six-part structure that keeps the customer at the centre of your proposal. ...
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The Evolution of Sales – Procurement Special
Sales Today
This episode is a live recording of Fred Copestake’s show for the Alchemie Network where he shares insight on sales with procurement professionals. Fred kicks off the Sales Today: Procurement Special Series with a time-travelling journey through the evolution of sales - from the efficient, process-driven methods of the 1950s to today’s collaborative, value-led partnerships. Expect punchy takeaways, entertaining side notes, and hard-earned wisdom from someone who’s trained over 10,000 salespeople in 38 countries. This episode explores: Why process still...
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The Evolution of Sales – Procurement Special
Sales Today
This episode is a live recording of Fred Copestake’s show for the Alchemie Network where he shares insight on sales with procurement professionals. Fred kicks off the Sales Today: Procurement Special Series with a time-travelling journey through the evolution of sales - from the efficient, process-driven methods of the 1950s to today’s collaborative, value-led partnerships. Expect punchy takeaways, entertaining side notes, and hard-earned wisdom from someone who’s trained over 10,000 salespeople in 38 countries. This episode explores: Why process still...
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Structuring Sales Meetings that flow and convert
Sales Today
Most sales meetings don’t fall apart because of price, product, or even the competition. They fail because there’s no structure - no clear flow, no engagement, no direction. And when that happens, buyers check out, momentum disappears, and indecision takes over. In this episode of Sales Today, I’m sharing a simple yet powerful framework that will help you take control of your meetings and drive real progress: the AIDA model. It’s been around for decades, but there’s a reason it’s still used - it maps perfectly onto how people think and make decisions. ...
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Asking better Questions to elevate your sales sensemaking
Sales Today
Deals aren’t won by the best pitch - they’re won by the best questions. Sales conversations that lead to results are built on curiosity, not monologues. This episode reveals how strategic questioning transforms average chats into meaningful, high-impact dialogue. What you will learn: The 8 must-use question types that uncover real needs How to sequence your questions to guide, build trust, and create clarity Key traps to avoid – from interrogation mode to emotional blind spots Why silence is more powerful than you think The one move that instantly raises the...
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Sharing bold Insights that position you as a guide, not a seller
Sales Today
Today’s buyers aren’t struggling with a lack of information -they’re overwhelmed by it. Reports, webinars, emails, stats… it’s a constant barrage. But what they really need is someone who can help them cut through the noise and bring clarity to complexity. In this episode of Sales Today, I explain what ‘insight’ actually means in modern B2B sales - and why it’s more than just sharing clever stats or flashy trends. The conversation explores how sales professionals can shift from simply offering options to actually reframing how customers view their...
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Making Customer Value real (and measurable)
Sales Today
Value - it's something every customer wants, but few can clearly define. Ever wonder why your customers often don't know what "better" looks like, even when they want improved results? What if you could help them uncover and articulate that value? It’s a skill that separates the average salesperson from the exceptional one. In this episode of Sales Today, we're diving into a core principle of modern selling: helping your customers find their version of value. Whether it's cost reduction, increased efficiency, or a competitive edge, great salespeople...
info_outlineMost sales meetings don’t fall apart because of price, product, or even the competition. They fail because there’s no structure - no clear flow, no engagement, no direction. And when that happens, buyers check out, momentum disappears, and indecision takes over.
In this episode of Sales Today, I’m sharing a simple yet powerful framework that will help you take control of your meetings and drive real progress: the AIDA model. It’s been around for decades, but there’s a reason it’s still used - it maps perfectly onto how people think and make decisions.
We’ll explore how to grab a buyer’s attention right from the start, build genuine interest by asking smarter questions, create desire by painting a compelling future state, and drive action by closing with clarity and purpose.
I’ll also cover some of the most common mistakes salespeople make in meetings - from rambling intros to vague endings - and show you how to avoid them.
Rather than hoping your next meeting goes well, this episode will help you design it to succeed. You’ll come away with a clear process: how to prepare a strong opening hook, the right kinds of questions to ask, how to visualise the value you bring, and how to confidently define the next step.
If you want better outcomes from your meetings - more clarity, more confidence, and more momentum - this is the place to start.
Connect with Fred:
Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling
https://linktr.ee/fredcopestake
Take the Collaborative Selling Scorecard
https://collaborativeselling.scoreapp.com/
Watch this episode on YouTube