The secret to faster training and coaching result
Sales Today
In this episode, Fred is joined by John Richardson, Co-Founder and Director of Coaching at My Sales Coach, to explore a key question: how do you get faster, more meaningful results from training and coaching? Their answer is simple but powerful: start with the right assessment. They unpack why great coaches are always assessing (without judging), how the right diagnostics can shorten the path to meaningful improvement, and why revenue alone isn’t a useful starting point for development. John explains how My Sales Coach uses assessments to build coaching plans with focus,...
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Is 'good enough' good enough?
Sales Today
In this episode of The Sales Today Podcast, Fred Copestake is joined by sales thought leader, author, and one of the kindest people in the profession, David Brock. Together, they explore David’s new book “Is Good Enough, Good Enough?” and why it’s not another “do this, do that” sales methodology book. Instead, it focuses on the mindsets and behaviours that separate high performers from those who are simply checking the boxes. With win rates often accepted at 15–20% in many SaaS environments, David challenges the idea that “making the number” should...
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The secret to faster training and coaching result
Sales Today
In this episode, Fred is joined by John Richardson, Co-Founder and Director of Coaching at My Sales Coach, to explore a key question: how do you get faster, more meaningful results from training and coaching? Their answer is simple but powerful: start with the right assessment. They unpack why great coaches are always assessing (without judging), how the right diagnostics can shorten the path to meaningful improvement, and why revenue alone isn’t a useful starting point for development. John explains how My Sales Coach uses assessments to build coaching plans with focus,...
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How to avoid AI killing your communication skills
Sales Today
In this episode of The Sales Today Podcast, Fred Copestake is joined by communications and speech coach Susie Ashfield, author of Just F**king Say It and a third-time guest on the show. This is an “emergency podcast” sparked by a moment on LinkedIn: Susie posted a video where she stumbled and left it in. No polishing. No AI. No pretending. Because as AI-generated content gets smoother, faster, and more convincing, the thing that makes us stand out is increasingly simple:- being human. Together, Fred and Susie explore what we risk losing when we outsource too...
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What is Selling? (And Has It Changed?)
Sales Today
In the final episode of the Sales Today mini-series, Fred Copestake and James Michael step back to answer a deceptively simple question: Has selling really changed? The answer is both yes - and no. This closing conversation brings together the themes explored across the series and reframes selling not as persuasion or pressure, but as something far more human, thoughtful, and aligned with how buyers actually make decisions today. In this episode, they explore: What has stayed the same in selling - and what has genuinely evolved Why selling has always been about understanding...
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CEMMT vs SaaS and an Ethical Approach
Sales Today
In Episode 4 of the Sales Today mini series, Fred Copestake and James Michael tackle a growing tension in modern selling: the contrast between SaaS-led sales thinking and the realities of selling in CEMMT industries - construction, engineering, manufacturing, mining, and transport. At the heart of the discussion is Fred’s work on Ethical Selling and why ethics isn’t an abstract concept, but a practical, tactical necessity - particularly in complex, long-term, high-consequence sales environments. This episode challenges hype-driven sales narratives and asks a bigger...
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Why Great Sales Conversations Are Built on Process, Not Personality
Sales Today
In Episode 3 in this five part mini series of Sales Today Podcast, Fred Copestake and James Michael explore a question that challenges another long-held belief in sales: do great sales conversations succeed because of personality - or because of process? This episode looks at how the most effective salespeople consciously select their mode during conversations, switching between listening, questioning, sharing insight, and guiding the discussion - always with the buyer’s outcome in mind. Rather than restricting creativity, process and structure create the space for better thinking,...
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Why “The Gift of the Gab” Is a Myth in Modern Sales
Sales Today
In Episode 2 of the CEMMT Sales Series, Fred Copestake and James Michael challenge one of the most persistent stereotypes in sales: that success comes from being loud, charismatic, and constantly talking. Focusing on technical and specialist industries such as construction, engineering, manufacturing, and logistics, this episode explores why many highly capable professionals feel uncomfortable with selling — and why that discomfort is often rooted in outdated assumptions about what sales really is. In this episode, we explore: Where the “gift of the gab”...
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Why Old Sales Tactics Don’t Work Anymore (And What Does)
Sales Today
In this opening episode of a 5 part mini series of Sales Today, we do things a little differently. Instead of the usual host-led interview, Fred Copestake is in the hot seat as James Michael turns the tables and leads the conversation. Chatting from opposite sides of the world – Fred in the UK and James in Australia – the discussion reflects a wider theme of this episode: sales has been turned upside down. Together, they explore how selling has evolved from persuasion, pressure, and performance theatre into something far more human, ethical, and buyer-led. ...
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Live Review: 2026 State of Sales Coaching
Sales Today
In this solo episode, host Fred Copestake conducts a live, first-reaction review of the My Sales Coach “State of Sales Coaching in 2026” Report. Fred reads the executive summary, explores the data, and offers unfiltered commentary on what the findings mean for sales leaders, salespeople, and the future of coaching - human and AI. He dives into coaching frequency, quality, barriers, performance impact, the role of AI, who salespeople trust as coaches, and why tenured sellers may be the most underserved group of all. If you want to deepen your coaching culture,...
info_outlineIn 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