Salespeople Can't Be Trusted to Run QBRs!
Sales Today
Why Quarterly Business Reviews should be about customer value, not sales pitches Quarterly Business Reviews (QBRs) are supposed to strengthen relationships, demonstrate value and identify future opportunities. Too often, however, they become little more than product presentations. In this episode, Fred Copestake is joined by Celia Sanchez Garcia (Celia SGAR), Founder of Vendor Manager Hub, to discuss why many QBRs fail and what salespeople can do differently. Drawing on over 16 years of supplier and vendor management experience, Celia shares why customers should often take the lead in...
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What Can Sales Learn From Customer Success?
Sales Today
Take the free Collaborative Selling Scorecard Winning new customers is only half the story. The real commercial advantage comes from helping customers achieve the outcomes they were promised, long after the contract has been signed. In this episode of Sales Today, Fred Copestake is joined by customer success expert Anika Zubair to explore what sales professionals can learn from one of the fastest-growing disciplines in modern business. Together they discuss why customer success isn't simply account management, why discovery remains the most valuable commercial skill, and how focusing...
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A Smarter Way to Sell in Engineering Businesses
Sales Today
Free Collaborative Selling Scorecard If you would like to assess how your sales approach aligns with today’s buying environment, you can take the free Collaborative Selling Scorecard: In this final episode of the Sales Today mini series, Fred brings the threads of the series together and explains the deeper issue sitting underneath many of the challenges explored in the previous episodes. Deals stall. Price becomes the focus. Conversations stay too low in the organisation. Teams struggle to engage senior stakeholders. Sales training makes sense, but behaviour doesn’t...
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Why Most Sales Training Fails Engineering Teams (And What Actually Works)
Sales Today
If you would like to assess how your sales approach aligns with today’s buying environment, you can take the free Collaborative Selling Scorecard: In this episode, Fred explores a frustration shared by many engineering and technical businesses: You've invested in sales training. The team enjoyed it. The ideas made sense. But six months later… very little has actually changed. Fred explains why the problem is rarely the quality of the training itself. More often, it's the gap between understanding new ideas and applying them in real sales situations. In this...
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The “Ah” Moment That Changes Every Sale
Sales Today
Free Collaborative Selling Scorecard If you would like to assess how your sales approach aligns with today’s buying environment, you can take the free Collaborative Selling Scorecard: In this episode of the Sales Today Podcast, Fred explores one of the most important moments in any sales conversation. It's not when the customer agrees to a meeting. It's not when they ask for a proposal. And it's not when they say yes. It's that subtle moment when they pause and say: "Ah... right, that makes sense." Fred explains why this seemingly small moment represents a major...
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Why Being Too Technical Can Cost You Deals
Sales Today
Take the Collaborative Selling Scorecard: In this episode of the Sales Today Podcast, Fred Copestake explores a pattern he often sees in engineering-led sales organisations: What he calls The Engineering Super Ego. Despite the provocative name, this isn't a criticism of engineers. In fact, it comes from one of their greatest strengths: deep expertise, technical excellence, and the ability to solve complex problems. The challenge is that, in sales conversations, this strength can sometimes become a weakness. Fred explains why customers don't necessarily need more...
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Why Sales Teams Struggle to Reach Senior Decision Makers (And What to Do About It)
Sales Today
Take the Collaborative Selling Scorecard: Connect with Fred: Watch Fred’s FREE YouTube Course: Sales Mastery for Engineers: Watch the full mini series playlist In this episode of the Sales Today Podcast, Fred Copestake tackles a challenge that many engineering and B2B sales teams face: Why is it so difficult to engage senior stakeholders? The common assumption is that senior decision-makers are simply too busy, too difficult to reach, or unwilling to engage. But what if the real issue isn't access at all? Fred explores why many sales conversations naturally sit...
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You've Got a Great Product So Why Aren't You Winning More Deals?
Sales Today
Take the Collaborative Selling Scorecard: Connect with Fred: Watch Fred’s FREE YouTube Course: Sales Mastery for Engineers: Watch the full mini series playlist Most engineering businesses already have strong products, strong expertise, and strong technical capability. So why do so many opportunities still fail to convert? In this 5th episode of the Sales Today Mini Series, Fred explores one of the biggest misunderstandings in modern B2B sales: A strong solution does not automatically create buying confidence. Customers are not simply evaluating products in...
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Why Deals Don’t Move - Even When They Look Good
Sales Today
Take the Collaborative Selling Scorecard: Connect with Fred: Watch Fred’s FREE YouTube Course: Sales Mastery for Engineers: Watch the full mini series playlist In this episode of the Sales Today Podcast, Fred Copestake explores one of the most frustrating realities in modern B2B sales: The deals that never actually say “no” - but never really move forward either. The pipeline looks healthy. The conversations seemed positive. The proposal was submitted. And then… nothing. Fred explains why stalled deals are often misunderstood. In many cases, the issue...
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Why B2B Sales Conversations Always End Up About Price
Sales Today
Take the Collaborative Selling Scorecard: In this episode of the Sales Today Podcast, Fred Copestake explores one of the most common frustrations in engineering and B2B sales: Why do so many deals eventually come down to price? While it is easy to blame procurement pressure, competition, or tighter budgets, Fred explains why pricing pressure is often only a symptom - not the real problem. The real issue usually sits in where the sales conversation begins and the level of value being discussed. In this episode: Why cost-focused conversations naturally invite comparison ...
info_outlineWhy Quarterly Business Reviews should be about customer value, not sales pitches
Quarterly Business Reviews (QBRs) are supposed to strengthen relationships, demonstrate value and identify future opportunities. Too often, however, they become little more than product presentations.
In this episode, Fred Copestake is joined by Celia Sanchez Garcia (Celia SGAR), Founder of Vendor Manager Hub, to discuss why many QBRs fail and what salespeople can do differently.
Drawing on over 16 years of supplier and vendor management experience, Celia shares why customers should often take the lead in QBRs, how suppliers unintentionally damage trust, and the framework she uses to ensure every review focuses on delivering outcomes rather than promoting the latest products.
Whether you're an account manager, customer success professional or sales leader, this conversation offers practical ideas for building stronger, longer-lasting customer relationships.
In this episode you'll learn:
- Why many QBRs fail to deliver value
- The biggest mistake salespeople make during customer reviews
- Why customers often lose trust during supplier-led meetings
- The difference between operational meetings, QBRs and executive reviews
- How Customer Success and Sales can work together more effectively
- A proven QBR agenda that keeps conversations focused on customer outcomes
- Why improvement opportunities should come before innovation discussions
- How active listening creates better commercial relationships
- Why making life easier for customers is often your greatest competitive advantage
Key Takeaways
· Customers don't buy products. They buy outcomes.
· Great QBRs review value already delivered before discussing anything new.
· Customer Success often understands how to maximise existing value better than Sales.
· Trust is lost when suppliers ignore what customers have asked for.
· The best account managers bring insight, not just information.
· Continuous improvement creates future sales naturally.
· The easiest way to become a strategic supplier is to make your customer's life easier.
Resources
Vendor Manager Hub
Helping organisations build stronger supplier relationships through better vendor management.
Vendor Score It
A platform for measuring supplier performance, scorecards and KPIs.
Connect with Celia SGAR
LinkedIn: https://www.linkedin.com/in/celiasgar
Vendor Manager Hub: https://www.vendormanagerhub.com
Vendor Score It: https://www.vendorscoreit.com
About Fred Copestake
Fred Copestake helps organisations create commercially stronger conversations through Trust First Selling and the VALUE Framework.
His work focuses on helping salespeople move beyond products and features to create better buying decisions through trust, curiosity and commercial thinking.
Connect with Fred
https://linktr.ee/fredcopestake
Take the Free Collaborative Selling Scorecard
How collaborative is your sales approach?
Take Fred's free Collaborative Selling Scorecard and discover how your current approach compares with today's buying environment.
https://collaborativeselling.scoreapp.com
Watch this episode on YouTube: https://youtu.be/gu85qPEOccA
Watch Fred’s FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers