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Sales Today

Sales Today

By: Fred Copestake
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 'What a time to be in sales' People say this various times in many different ways – excited, exasperated, worried, pessimistic, optimistic, happy, sad, confused – the whole range of human emotions. This is an exciting time to be in sales, if you are selling B2B complex solutions. It's a time when you can bring huge value to your customers; it's a time to thrive. But you need to know how, as it is a time unlike any before. The rules have changed and as a sales professional you can have a hand in redefining how the game is played. Challenges salespeople face are: · 'Busy Busy Busy' – being ineffective; it results in wasted opportunities, is tiring and stressful and means the focus is on the wrong activities to deliver results · 'Olde Worlde' – being old-fashioned; when salespeople are self-centred rather than customer-focused, too technical in their approach or use bad techniques better suited to a bygone era of selling · 'Muddled Mindset' – being misaligned; it can happen at organisation, management and individual level and the confusion leads to frustration and wasted effort. By using a more collaborative approach salespeople can make a difference and sales can become a force for good and fight against the negative image it can often be associated with. The Sales Today podcast explores how sales professionals can adapt and futureproof themselves by using the best practice shared by host Fred Copestake and the guests of the show. What a time to be in sales! Host Fred Copestake is Founder of Brindis, a sales training consultancy, and bestselling author of 'Selling Through Partnering Skills' and 'Hybrid Selling'. Connect with Fred on LinkedIn, Facebook, Instagram and Twitter. www.linktr.ee/fredcopestake2020 Economics
Episodes
  • Ethical marketing meets ethical selling

    Ethical marketing meets ethical selling
    Feb 5 2026

    In this episode, Fred is joined by Chelsea Burns - marketing psychologist, brand ethicist, and non-manipulative marketer to explore where ethical marketing and ethical selling overlap… and where they can go wrong.

    Chelsea introduces a practical way to draw the line between persuasion and manipulation: Agency - a person's genuine ability to choose. From there, the conversation goes deep into real-world examples of questionable tactics, why "FOMO" can backfire, and how the brain evaluates purchases immediately after the transaction.

    Chelsea also shares her four pillars of ethical branding - consent, reciprocity, trust, and belonging and explains how relational psychology can turn ethics from "debating club theory" into day-to-day, tactical decisions that build long-term relationships (and better business).

    Fred rounds things out with sales parallels like transparency selling, "lead with a flaw," and a brilliant ethics conundrum involving goats, segmentation… and B1G1.

    What You'll Learn

    • Why ethical persuasion is possible and why "all marketing is manipulation" isn't true
    • The ethical line: agency and a customer's ability to choose
    • A real example of manipulative tactics (and how they show up in launches)
    • Chelsea's four pillars of ethical branding:
      • Consent
      • Reciprocity
      • Trust
      • Belonging
    • Why manufactured urgency and "never-ending discounts" blur ethical consent
    • How FOMO can turn into FOMU (fear of messing up) and increase buyer anxiety
    • Why buyers judge value immediately after purchase and how negative emotion backfires
    • The "transformation arc" in marketing and selling: current state → desired state → bridge
    • Why implementation is what people pay for (not just information)
    • A practical ethics test: transparency + intent + consent + follow-through

    If you want marketing and selling that drives results without crossing ethical lines, this episode will give you a clear framework and a few things you may never unsee again.

    And if you've ever wondered whether a tactic "works" but feels a bit… off ,Chelsea's agency test is a great place to start.

    Connect with Chelsea

    · LinkedIn: Chelsea Burns: linkedin.com/in/chelseaburns26

    · Website: https://www.the-marketing-psychologist.com/

    Follow Fred: https://linktr.ee/fredcopestake

    Watch this episode on YouTube: https://youtu.be/2CHGDwCMtpc

    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/
    Show More Show Less
    44 mins
  • Is 'good enough' good enough?

    Is 'good enough' good enough?
    Jan 22 2026
    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 be the benchmark. The conversation asks a bigger question: what becomes possible when we stop settling for good enough? In this episode, they explore: Why David wrote Is Good Enough, Good Enough? and what triggered his frustration The hidden cost of "acceptable" win rates and how much time teams spend losing Why sales improvement isn't just about tools, process, tech, or methodology What really separates high performers: mindsets and behaviours Why customer centricity is still misunderstood (and often too seller-focused) How to build trust by leading with what the customer cares about - not your product Why buyers increasingly want rep-free journeys (and what that really means) How questioning needs to evolve from "agenda-driven" to "sense-making" The role of curiosity and continuous learning in modern, complex sales How insight works in the real world - and why it doesn't need to be revolutionary AI as an amplifier: how it boosts good thinking (and scales bad thinking fast) Why curiosity may be the most important starting point for sellers and leaders Key insight The biggest performance gap in sales isn't caused by a lack of methodology. It's caused by settling. When salespeople stop being curious, stop learning, and start focusing on themselves instead of the customer, "good enough" becomes the standard - even when far better is possible. Practical takeaways Lead with the customer's world, not your product story Ask questions to understand, not to "set up" your pitch Use insights to start conversations - you don't have to be perfect, just thoughtful Let AI support deeper research and better preparation, not lazy automation Build your foundation: curiosity, customer focus, discipline, accountability, and care About David Brock David Brock is a respected sales leader, writer, and author of Sales Manager Survival Guide and Is Good Enough, Good Enough? His work focuses on helping sales professionals and leaders perform at a higher level by strengthening the behaviours and thinking that drive real results. Where to find David Brock LinkedIn: https://www.linkedin.com/in/davebrock Blog: https://partnersinexcellenceblog.com/ Book: Is Good Enough, Good Enough? available on Amazon - https://a.co/d/8qcWKx9 Connect with Fred: https://linktr.ee/fredcopestake Free resources Collaborative Selling Scorecard Check how your sales approach fits today's environment https://collaborativeselling.scoreapp.com/ Watch Fred's FREE YouTube Course: Sales Mastery for Engineers: https://bit.ly/Sales-Mastery-For-Engineers Watch this episode on YouTube
    Show More Show Less
    39 mins
  • The secret to faster training and coaching result

    The secret to faster training and coaching result
    Jan 22 2026

    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, structure, and evidence of progress and why the Objective Management Group (OMG) assessment stands out for sales performance.

    The episode finishes with practical guidance on how to position assessments in a way that builds trust, reduces anxiety, and helps salespeople see the value: better outcomes, faster - without overwhelm.

    What You'll Learn

    • Why assessment is the shortcut to meaningful development (without "wasting time")
    • The difference between coaching with structure and coaching by guesswork
    • Why "more revenue" isn't a straight line from "better selling"
    • How to use assessments to create coaching focus without overwhelming the rep
    • Why OMG is not a personality test or a skills matrix and why that matters
    • The two "below the surface" indicators that often unlock the biggest progress:
      • Need for Approval
      • Supportive Buy Cycle
    • How "Will to Sell" works (Desire, Commitment, Motivation) and why it can be uncomfortable - but useful
    • How to position assessment so it feels like support, not judgement
    • Why top performers still benefit from diagnostics (elite sport analogy)

    If you're responsible for sales performance and want training/coaching to land faster and stick longer- this episode is a must-listen.

    And if you're curious about using assessment to create more focused, personalised development, connect with John directly:-

    Connect with John

    · LinkedIn: John Richardson: https://www.linkedin.com/in/johnrichardson11/

    · Website: https://www.mysalescoach.com/

    · Email: john@mysalescoach.com

    Follow Fred: https://linktr.ee/fredcopestake

    Watch this episode on YouTube: https://youtu.be/AvQrgeEAEwI

    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/
    Show More Show Less
    43 mins
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