In this episode of Changing the Perception of Sales, we’re joined by Adam Graham, founder of Gray Matters and an expert in agency growth, to unpack what it really takes to build a high-performing sales function and create a brand that stands out in today’s competitive landscape.

Adam shares his step-by-step advice on building your sales team from the ground up, including where to start and how to make your first sales hires the right way. He dives deep into the secrets of positioning your business so you don’t just compete, you lead. He also explains what it means to be a true challenger brand that knows exactly who it is and how to sell that identity with confidence.

We also get into why your value proposition is everything, how to find your niche in even the most crowded markets, and the crucial importance of aligning your branding and messaging across every platform, from your website to your sales pitches. Adam breaks down why investing in the right processes and CRMs can make or break your growth, and how sales and marketing need to operate on the same calendar with shared goals if you want real results.

Finally, Adam shares his thoughts on why changing the perception of sales isn’t just a nice-to-have, but an absolute necessity for any modern business serious about sustainable success. So, if you’re a founder or sales leader, or just want to understand how sales and branding work together, this is a must-listen.

Welcome to Quick Tips, short, actionable moments from the Changing the Perception of Sales podcast!These bite-sized clips are designed to help you sell smarter with practical advice you can apply straight away, whether you're new to sales or just sharpening your edge.

In this episode, Keir Shave, who you might also recognise from Season 19 of The Apprentice, shares how customising your sales script and mirroring your prospect can make every call feel more natural, personal, and effective.

From working in telesales himself to running his own business (Parallel Partnerships) centered around cold calling, Keir has learnt how to sell to pretty much everyone. In this clip, he breaks down his approach to two of the most out-there prospects, chicken farmers and funeral directors.

To hear more from Keir, as well as some of the top minds in the sales industry (and beyond) check out our channel!

In this episode of Changing the Perception of Sales, we’re joined by the incredible Jessica Lorimer - the founder of Selling to Corporate, but you might know her from her appearances on Good Morning Britain. Jess brings a refreshing honesty to the world of sales and shares real, actionable insights that anyone in a sales role (from SDR to senior leadership) can use to improve their approach.

Before launching her own business, Jess built a successful career in high-level corporate sales. But after being diagnosed with a serious autoimmune disorder and told that her lifestyle could leave her in a wheelchair by her 30s, she made the life-changing decision to step away from her role in London. Instead of leaving sales behind, she took her knowledge and experience and turned it into a business: one that helps companies and salespeople sell more effectively with less stress and more integrity.

In this value-packed episode of the podcast, we cover Jess’s personal story and how it shaped her approach to sales, as well as the mindset shifts that made her business a success. You’ll also learn about the importance of sales skills outside of traditional sales roles, and why Jess believes sales training should start in schools.

But the real highlight? Jess shares her 5-Step Sales Framework, the method she teaches businesses and individuals to help them improve performance, hit targets, and succeed in sales without burning out. Whether you're brand new to an SDR role or already moving into management, these five steps are practical, achievable, and designed to work in real life (not just in theory).

We also get into some of the biggest challenges salespeople face today; like how to build the business case for a promotion or pay rise, the real point of cold calling in 2025, and why staying emotionally detached as a salesperson can actually make you more successful.

If you're an SDR looking to make your mark, someone considering a sales role, or a leader wanting to get the best from your sales team, this episode is full of insights you can actually use.