Why Sales Feels Harder Than It Should (Especially in Engineering Businesses)
Sales Today
In this first short episode of the Sales Today Mini Series, Fred Copestake explores a challenge many sales teams are currently facing: Why does it feel like sales teams are doing everything “right” - yet deals still move slowly, margins tighten, and opportunities stall? Fred explains why the issue often is not capability, effort, or product quality. Instead, the real friction comes from a growing gap between how organisations sell and how customers actually buy. In this episode: Why traditional sales processes no longer align with modern buying...
info_outline
Trade Show Follow-Up - The 3 Biggest Mistakes That Cost You Sales
Sales Today
You’ve just come back from a trade show. You’re exhausted, your feet hurt, but you’ve got a list of leads. It feels like progress. But here’s the uncomfortable truth most of those people are not going to buy. Not because they’re bad leads. But because that’s not why most people attend trade shows. They’re there to explore, learn, compare, and figure things out. And that single shift in perspective changes everything about how you should follow up. The real problem with trade show follow-up Most follow-up doesn’t fail because of lack of effort. It fails...
info_outline
7 Ways to Close More Sales… Ethically
Sales Today
This episode of The Sales Today Podcast is a little different - a live webinar recording where Fred Copestake breaks down a practical approach to closing more sales without compromising how you do business. At the heart of it is a simple idea: ethical selling isn’t about being “nice” or “soft”… and it’s definitely not about making things complicated. It’s about finding the balance - what Fred calls the Goldilocks dilemma. Too hard? People assume ethical selling is expensive, slow, and requires a complete overhaul of processes and training. Too soft? Others worry it means...
info_outline
How to Stand Out When Every Seller Sounds the Same
Sales Today
In this episode, Fred is joined by Gearoid Cox, founder of Sales Pipeline, to explore why selling feels harder in a world full of noise, new vendors, and empty promises. From early-stage founders doing all the selling… to the challenge of building trust when buyers are more cautious than ever, this conversation digs into what actually helps sales teams stand out today. The big theme running through the episode is simple: Trust matters more than ever. And screaming value is not the same as creating it. Key Takeaways Buyers are more educated, more...
info_outline
Stepping up to Sales Leadership
Sales Today
What really happens when a top salesperson gets promoted into leadership? In this episode, Fred is joined by Amanda Downs, Director of Commercial at The Uspire Partnership and author of Step Up to Sales Leader, to explore the challenges of moving from individual contributor to sales leader. From letting go of old habits… to leading former peers… to creating the right structure for growth, this episode is packed with practical insight for anyone stepping into sales leadership or supporting others to do it. Key Takeaways Great salespeople do not...
info_outline
Why Slowing Down Is the Fastest Way to Win Sales
Sales Today
What if selling wasn’t about speed… but about timing? In this episode, Fred is joined by Mark Kempf, author of Unfurl Your Sales, to explore a different approach to selling -one that is gradual, progressive, and deeply personalised. From slowing down to speed up… to building relationships that last decades, this conversation challenges the pressure to rush and reframes what effective selling really looks like. Key Takeaways Slow down to speed up in sales Focus on quality over quantity Personalisation is about the conversation - not just research ...
info_outline
Are You Prepared for The Buyer Revolution?
Sales Today
The way buyers buy has changed - but most sellers haven’t. In this episode, Fred is joined by Steve Knapp (co-founder of PLAN.GROW.DO) to explore what the Buyer Revolution really means for modern sales. From buyers being 83% through their journey before speaking to you… to why most sellers are preparing for the wrong conversation - this episode challenges traditional thinking and offers a more practical, buyer-led approach. Key Takeaways Buyers are further ahead than you think Your first job is to validate, not qualify Preparation must match the buyer’s reality ...
info_outline
3 Steps to Combat Struggles in Sales (and Life)
Sales Today
In this episode of the Sales Today Podcast, Fred Copestake is joined by Marc Baladi, sales and senior leadership coach, and co-host of the podcast Beyond Enough. Together, they explore a challenge many people in sales quietly face: feeling overwhelmed, behind, or not good enough - even when they’re capable and putting in the effort. Marc’s argument is simple but powerful: You are probably not struggling with capability or effort. You are struggling with cognitive load - and not knowing what “good enough” looks like. In this episode Why...
info_outline
The Overlooked Sales Tactic That Builds Trust Fast
Sales Today
In this episode, Fred Copestake is joined by Ollie Whitfield of Slingshot Content to explore a sales tactic that surprisingly few salespeople use: running webinars themselves. While marketing teams often lead webinars, salespeople can use them as a powerful way to stand out, demonstrate expertise, and create valuable conversations with prospects. The key is doing them well. Not product demos. Not long introductions. And definitely not disguised sales pitches. Instead, the best webinars focus on insight, useful ideas, and real problems your...
info_outline
The Overlooked Sales Tactic That Builds Trust Fast
Sales Today
In this episode, Fred Copestake is joined by Ollie Whitfield of Slingshot Content to explore a sales tactic that surprisingly few salespeople use: running webinars themselves. While marketing teams often lead webinars, salespeople can use them as a powerful way to stand out, demonstrate expertise, and create valuable conversations with prospects. The key is doing them well. Not product demos. Not long introductions. And definitely not disguised sales pitches. Instead, the best webinars focus on insight, useful ideas, and real problems your...
info_outlineThis episode of The Sales Today Podcast is a little different - a live webinar recording where Fred Copestake breaks down a practical approach to closing more sales without compromising how you do business.
At the heart of it is a simple idea: ethical selling isn’t about being “nice” or “soft”… and it’s definitely not about making things complicated. It’s about finding the balance - what Fred calls the Goldilocks dilemma.
Too hard? People assume ethical selling is expensive, slow, and requires a complete overhaul of processes and training.
Too soft? Others worry it means becoming passive, giving everything away, and losing commercial edge.
The reality sits in the middle. Done right, ethical selling creates win–win–win outcomes - where the customer benefits, the business benefits, and the salesperson can stand behind what they’ve done.
Fred reframes ethical selling as something practical, not philosophical. Yes, there are principles behind it - honesty, transparency, integrity - but what really matters is how those principles show up in day-to-day sales conversations. That’s where tactics come in.
This episode introduces the ETHICAL model, a framework designed to make ethical selling usable in the real world. It focuses on seven key areas where small shifts in behaviour can lead to better conversations, stronger relationships, and ultimately more deals closed.
A big theme running through the session is clarity - helping customers make sense of their situation. Buyers don’t just want information; they want support in making decisions. That’s where good salespeople stand out.
Fred shares seven practical takeaways you can apply immediately:
- Asking better questions - not just more questions, but the right types. Open questions, probing prompts, hypotheticals, and even silence all play a role in helping customers think more clearly.
- Leading with a flaw - being honest about where you might not be the best fit builds trust faster than trying to be perfect.
- Treating value as something to discover together - not something you present, but something you co-create with the customer.
- Prioritising buyer safety - making it easy for someone to say “no” creates more honest conversations and better long-term outcomes.
- Using the “Does it make sense…?” close - a low-pressure way to move things forward while respecting the buyer’s process.
- Thinking like a partner - shifting from “selling to” someone to working alongside them changes the entire dynamic.
- Negotiating through exchange, not concession - the simple “If you, then I” approach keeps value balanced on both sides.
- And finally, adopting a growth mindset - recognising that selling is a skill you continuously refine, not something you’ve “already mastered.”
What ties all of this together is intent. Ethical selling isn’t about tactics alone - it’s about using them in a way that genuinely serves the customer while still achieving commercial outcomes.
The result? Better conversations, stronger trust, and more sustainable success.
Follow Fred: https://linktr.ee/fredcopestake
Watch this episode on YouTube: https://youtu.be/rW02bZ1i-bU
Watch Fred’s FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers
Useful resources
- Take the Collaborative Selling Scorecard – free
Check how well your sales approach fits today’s buying environment https://collaborativeselling.scoreapp.com/
Listen & Subscribe
If you enjoyed this episode, follow The Sales Today Podcast for more practical insights on modern selling and leadership.