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

Sales success doesn’t come from bombarding prospects with features, facts, or figures.

What truly sticks are stories - stories that show a better future and invite your customer to see themselves in it.

This episode explores how to use storytelling as a powerful sales tool by borrowing from one of the oldest and most effective narrative structures: the Hero’s Journey.

Discover how to turn dry case studies into compelling customer-first stories that feel real and memorable.

Learn the four-part structure that positions your buyer as the hero and you as their trusted guide.

Hear a practical example of how this approach transformed an aerospace manufacturer’s results, and pick up tips on how to make your stories more emotional, personal, and relevant to the people you're selling to.

This isn’t about being theatrical - it’s about building trust, painting clear outcomes, and helping people feel what success looks like before they’ve even said yes.

Expect ideas you can try straight away in your next conversation, including one simple action to help you put it all into practice.

Real sales impact starts with a well-told story. Tune in and start telling yours better.

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/3HVPtoh

Most sales presentations fail because they’re all about you.

Customers don’t care about your awards, your company map, or your tech stack- until they know you get their world.

In this episode I share how to flip the script and deliver customer-focused presentations that engage, build trust, and make decisions easier.

What you will learn:

• Why traditional presentations lose the room - and how to fix that
• The 6-part structure to build compelling, customer-first presentations
• How to open with a hook that gets immediate attention
• When (and how) to prove your solution with just enough detail
• The critical role of questions - and how to use them throughout
• Do’s and don’ts to keep your message clear, relevant, and action-driven

Action step:

Take one upcoming sales presentation and rebuild it using the 6-step structure: Hook, Challenges, Solution, Benefits, Proof, Next Steps. Remove the “about us” intro. Make it theirs. Present to solve, not to boast.

Bonus resource: Take the free scorecard in the show notes

Clearer structure. Stronger engagement. Better results.

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://youtu.be/vqDwk1ujaOk

Proposals don’t close deals on their own - but bad proposals can definitely kill them.

Today I’m sharing exactly why most sales proposals fail and how you can turn yours into a tool that helps your customers make confident buying decisions.

Too many proposals read like company brochures, filled with “we do this” and “we do that.”

That approach rarely works because it’s all about you, not the customer.

In this episode, I walk you through a simple but effective six-part structure that keeps the customer at the centre of your proposal.

When you get this right, your proposal will reinforce the value you’ve discussed, build trust, and make it easy for your customer to say yes.

I also share my pricing approach using the “retaliation in first” concept - a simple technique that helps address pricing concerns before they arise.

I explain why every proposal must make perfect sense to decision-makers who may not have been involved in earlier conversations, and how you can write yours to achieve exactly that.

By the end of this episode, you’ll know how to create customer-focused proposals that help you close deals faster, with fewer objections and more confidence.

If you’re in B2B sales, enterprise sales or any consultative selling role, you can take this framework and start applying it straight away.

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://youtu.be/tOdypn2i4pI

This episode is a live recording of Fred Copestake’s show for the Alchemie Network where he shares insight on sales with procurement professionals.

Fred kicks off the Sales Today: Procurement Special Series with a time-travelling journey through the evolution of sales - from the efficient, process-driven methods of the 1950s to today’s collaborative, value-led partnerships.

Expect punchy takeaways, entertaining side notes, and hard-earned wisdom from someone who’s trained over 10,000 salespeople in 38 countries. This episode explores:

• Why process still matters (and what it looks like now)
• How psychology shaped the sales styles of the 1960s
• Why the 1980s created the ‘sleazy’ salesperson stereotype
• What really sparked the shift to consultative and value-based selling
• How AI and modern tools can help salespeople be smarter and more human
• The power of partnering skills and what procurement should look for

Fred also shares a few tools, a couple of cheeky jokes, and some serious thoughts on how procurement and sales can truly work together - without trickery, tension, or tug-of-war.

A must-listen if you want to spot great sales behaviours, avoid the dodgy ones, and create better buying relationships.

Join the Alchemie Network for FREE to connect with other forward-thinking professionals and get access to more events like this.

Connect with Fred on Linkedin

https://linktr.ee/fredcopestake

Watch this episode on YouTube

https://youtu.be/BJsuQDRxE_o

Most sales meetings don’t fall apart because of price, product, or even the competition. They fail because there’s no structure - no clear flow, no engagement, no direction. And when that happens, buyers check out, momentum disappears, and indecision takes over.

In this episode of Sales Today, I’m sharing a simple yet powerful framework that will help you take control of your meetings and drive real progress: the AIDA model. It’s been around for decades, but there’s a reason it’s still used - it maps perfectly onto how people think and make decisions.

We’ll explore how to grab a buyer’s attention right from the start, build genuine interest by asking smarter questions, create desire by painting a compelling future state, and drive action by closing with clarity and purpose.

I’ll also cover some of the most common mistakes salespeople make in meetings - from rambling intros to vague endings - and show you how to avoid them.

Rather than hoping your next meeting goes well, this episode will help you design it to succeed. You’ll come away with a clear process: how to prepare a strong opening hook, the right kinds of questions to ask, how to visualise the value you bring, and how to confidently define the next step.

If you want better outcomes from your meetings - more clarity, more confidence, and more momentum - this is the place to start.

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://youtu.be/QV-0F_DojM4