Too many sellers think being friendly is enough. It isn’t.

If the customer only hears from you when it’s renewal time or when there’s something new to flog, you’re not a partner - you’re a vendor.

And vendors are easy to replace.

In this episode, the focus is on what it really takes to build genuine, lasting relationships in complex B2B sales.

Relationships that win repeat business, reduce price pressure, and create referral engines that power long-term success.

What’s Covered

· Why most sellers confuse being friendly with actually building trust

· Five behaviours that deepen long-term customer relationships:

o Solve, don’t sell

o Stay relevant between deals

o Deliver on promises

o Create win-win outcomes

o Celebrate customer success

· The STAIRS model – six practical ways to stay visible and valuable after the

initial deal is done:

o S – Social: Stay active where your clients are

o T – Thanks: Small acts of recognition go a long way

o A – Ask: Show genuine curiosity and ask for feedback

o I – Invite: Extend opportunities, don’t wait for them to come to you

o R – Review: Focus on value, not just activity

o S – Share: Provide insights, trends and benchmarks to help clients succeed

This Week’s Action Step

Take the STAIRS model and apply it straight away. Ask:

• Where can you engage socially?
• Who deserves a thank you?
• What’s changed in a client’s world recently?
• What can you offer that adds value now?
• When’s your next meaningful review?
• What insight can you share today?

Small, consistent actions lead to bigger, better, longer-lasting partnerships.

Resources:
Fred’s books:

• Selling Through Partnering Skills
• Hybrid Selling
• Ethical Selling

Connect with Fred on LinkedIn to share your thoughts and hear more.

https://linktr.ee/fredcopestake

Take the Collaborative Selling Scorecard

https://collaborativeselling.scoreapp.com/

Watch this episode on YouTube

https://bit.ly/44UGo72

QBRs are broken- here’s how to fix them.

In this episode, we challenge the traditional Quarterly Business Review and introduce a smarter alternative: the Quarterly Value Review.

If your customer reviews are little more than status updates and activity reports, you’re missing a huge opportunity to demonstrate value and grow the relationship.

You’ll learn:

• Why QBRs often fail to deliver strategic value - and how to fix that

• The 5-part framework for running high-impact QVRs that drive renewals and upsells

• How to shift the focus from tasks completed to business outcomes delivered

• What kind of insights customers really care about (hint: it’s not your activity log)

• The future-focused questions that position you as a partner, not just a provider

You’ll also hear how simple visual storytelling and clear next steps can transform a routine meeting into a powerful growth lever.

This episode is about turning customer reviews into strategic conversations that matter. Less reporting. More insight. Real value.

Expect practical advice and one clear action step you can apply in your next account review.

When you review with purpose, you partner for growth. Tune in - and start the QVR shift today.

Connect with Fred:

Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling

https://linktr.ee/fredcopestake

Take the Collaborative Selling Scorecard

https://collaborativeselling.scoreapp.com/

Watch this episode on YouTube

https://bit.ly/40Ac7Je

Customers don’t care about what your product is - they care about what it does.

In this episode, we explore a fundamental shift in sales thinking: moving from product-based conversations to outcome-focused dialogue.

When you stop pitching features and start communicating results, you change how customers see your value.

You’ll learn:

• Why outcome-based selling leads to faster, more confident buying decisions
• The three core types of outcomes that matter to buyers: financial, operational, and strategic
• How to align your entire sales process around the outcomes your customer is aiming for
• A practical way to connect features to results using the “So what?” test
• A simple structure for building outcome-focused stories that resonate

You’ll also hear a real-world example of how one company cut costs by focusing on what the customer stood to gain - not just what the product could do.

This episode is about helping you speak your customer’s language - linking your offer directly to what they care about most. It's not about exaggeration or hype; it's about being specific, relevant, and useful.

Expect practical guidance and one clear action step you can apply in your next meeting or proposal.

Sales conversations get better when the focus is on outcomes. Listen in—and start making that shift today.

Connect with Fred:

Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling

https://linktr.ee/fredcopestake

Take the Collaborative Selling Scorecard

https://collaborativeselling.scoreapp.com/

Watch this episode on YouTube

https://bit.ly/3IaPt3M