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why many highly capable professionals feel uncomfortable with selling — and why that discomfort is often rooted in outdated assumptions about what sales really is.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,...
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The Unnatural Acts of Selling: How Top Performers Do What Others Won’t
Sales Today
In this episode of The Sales Today Podcast I am joined by Gerry Hill - widely regarded as a “pipeline savant” to unpack the uncomfortable truths behind pipeline health, buyer-centricity, conversational skills, and what truly separates top performers from everyone else. Together we explore why good intentions often crumble under commercial pressure, how weak pipelines drive unethical behaviour, and why modern sellers struggle with basic conversational competence. Gerry also shares practical guidance for sellers stuck in a “crushing low,” as well as his thoughts on...
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Ethical Selling: A Practical Framework in 10 Minutes
Sales Today
Is it possible to make every sales interaction a win for all parties involved? On today’s solo episode of Sales Today I address the conventional sales dynamic with a bold exploration of ethical selling. Discover how a win-win-win scenario not only benefits the customer and the company but also leaves the salesperson’s conscience clear. The conversation tackles the intriguing Goldilocks dilemma in sales - striking the perfect balance between being too aggressive or too passive. I break down the ETHICAL framework, offering tactical approaches such as...
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From Texting to Talking Sales Training for Gen Z
Sales Today
What if the reluctance to pick up the phone is the key to unlocking a new sales strategy? In this weeks episode we address communication preferences of Gen Z sales professionals, highlighting the need for empathy and understanding from seasoned sales managers. With insights from Janet Efero, an award-winning sales trainer, we explore the generational shift in communication styles and its impact on sales. This episode is packed with strategies to bridge the gap between traditional sales skills and modern digital communication tools, equipping young...
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Non-commission sales is the future!
Sales Today
What if transforming your sales approach could turn prospects into loyal clients without the pressure of chasing commissions? Discover the groundbreaking sales philosophy at Esri, where Jay Hoffman, Key Account Manager, unveils a refreshing model that prioritises relationship-building and genuine problem-solving. Forget the transactional mindset; we explore how adopting a consultative approach can turn sales professionals into trusted advisors who not only enhance customer relationships but also foster long-term trust. Learn how Esri's mapping solutions...
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Anatomy of a sales conversation - Procurement Special
Sales Today
This live recording of Sales Today: Procurement Special goes back to fundamentals as Fred Copestake breaks down the anatomy of a great sales conversation so procurement professionals can spot the good ones, steer the wobbly ones, and borrow the best bits for their own internal selling. With 25+ years in the field, three books (including Ethical Selling), and over 10,000 salespeople trained across 38 countries, Fred shares a practical, step-by-step structure you can use immediately - whether you’re evaluating a supplier’s approach or building support for your own initiatives. In this...
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