Develop how you sell (for free!)

You don't have to spend loads of money on sales training

Of course it would be good if you did

There are many ways that you can develop a yourself at little or no cost

A trainer or coach can help as they will understand how to make the most of your efforts but there are ways you can sort yourself out

Welcome to the November Edition of the Sales Today newsletter for B2B sales professionals, especially the 3328 subscribers

As it's monthly I want to share plenty for you to consider and to impact your selling

So what to expect

• Spotlight - Developing yourself for free
• News - Book and IES launch
• Podcasts - some brilliant guests on Sales Today this month
• Collaborations - two podcasts I have been guest on
• Workshop - where you can learn LIVE and FREE
• Scorecard - quick test to check how you are selling at the moment

The focus is all about enabling more good (sales)people doing good things in a good way

FRED

Developing yourself for free

I have said it before, and I will say it again; sales is about action.

This section is designed to act as a quick reference for the things that you can do to really get your ethical selling activity up to speed. It is purposefully presented like a checklist.

Look at the points and consider whether you can do any of them better. Make a note, highlight, keep a log, tell someone – whatever is going to make you commit to do something about improving.

My mantra is ‘implementation > information’ as selling and sales development is about results. I reinforce this with a focus on think/learn/do – with a heavy emphasis on DO. Consider how you can make the key elements of this book work for you.

What will you do? Make a commitment to act.

Think/learn/do

Think

The good news is loads of thinking about best practice in selling has been done for you already. There has been plenty of research undertaken, reports published, models developed and books written on the subject. Videos and podcasts appear daily. There is no shortage of content. Perhaps, at times, it feels overwhelming as you search for what is right for you.

Therefore, I have distilled some of this into the ETHICAL Model for ethical selling so that you can concentrate on deciding what you are going to do, when and how. The main things for you to think about are:

Empathetic communication – Engaging in active dialogue to understand customer needs and wants:

·     Emotional intelligence (EQ)

·     Questions

·     Listening

Transparency and integrity – Operating with honesty and clarity, providing accurate information:

·     Trust

·     Lead with a flaw

·     Mutual action plans

Holistic value-centric approach – Prioritising a way of working that focuses on customer value and desired outcomes:

·     Defining value

·     Generating insight

·     Using AI

Informed decision-making – Ensuring customers can make decisions with the right information, respecting their autonomy:

·     Buyer safety

·     Qualification

·     Freedom of choice

Collaborative relationship building – Thinking like a partner to build deeper and long-lasting customer relationships:

·     Think like a partner

·     Partnering intelligence (PQ)

·     VALUE Framework

Adaptive negotiation – Approaching negotiations ethically and using flexibility for win-win outcomes:

·     Why adaptive?

·     Combined approach

·     Little moments

Learning and growth – Embracing continuous learning and developing a growth mindset to stay informed and improve:

·     Growth mindset

·     Dunning-Kruger Effect

·     Hybrid Selling

Learn

More good news! There are also loads of ways for you to learn the necessary skills for today’s selling. I don’t think there has ever been a time when so much is available in so many formats. And so much of it is free.

Of course, it requires an investment of time and the discipline to apply and adopt new ways of working. You are reading this, so it is highly likely that you are receptive to new ideas and have probably consumed information from a number of sources including:

·     Books

·     Videos

·     Podcasts

·     Blogs

·     Documentaries

·     Apps

·     Webinars

·     Panel discussions

·     Training courses

·     Conferences

Don’t forget that other valuable sources to learn from are:

·     Friends and family

·     Colleagues

·     Customers

·     Coaches

·     Communities

·     Accountability groups

What are you using now? Are you really getting the most out of them by taking the ideas and using them? What can you do better?

Most importantly – will you do it?

Do

The secret is in implementation rather than information.

It is common for people to say they have read a book a week for a year. This is some achievement. But what if the ideas and the learning are not applied? If you are able to take an action point and make it work for you, this is when you will reap the reward of consuming so much goodness.

However, this is not always easy. So much information is now available. It’s not long before a ‘shiny new thing’ comes along. It can be a distraction and, in a world where attention spans are shortening, the promise of a ‘hack’ or quick fix can be extremely alluring. (I wish I could say I was always immune!)

The discipline required for good selling is quite similar to that needed for good learning. Take time to identify what is valuable and how it can make a difference, commit to doing it, work hard to make it happen and drive the results. A plan of action and implementation helps. We are essentially talking about outcome enablement for ourselves.

Using the fundamental sales skill of questioning provides a basic structure for this:

What (the thing to focus on)

Why (the benefit of doing it)

When (the deadline to achieve it)

How (the steps and things to do to make it happen)

Who (the assistance required)

This is simple but it works better than just having an idea, then another, then another, then another.

And another.

Make something happen…

Making it happen

Squeezing the juice

To get the most out of this book you need to:

·     Capture ‘aha moments’ – noting things that will make a difference and committing to do something, which includes the smaller things that add up to make a bigger difference (it is easier to do 100 things 1% better than 1 thing 100% better)

·     Reflect on current knowledge – thinking about whether you already know something and whether you actually do it

·     Apply ideas in real life – committing to action as this is where learning really takes place and where results are achieved

·     Push your comfort zone – trying new things and operating in your stretch zone.

It is all about maximising the return on your investment. You have invested your most valuable resource, time, in reading this. What you can take away will depend on your role. People in different positions have different ways to benefit.

For the sales leader

Things you can do include:

·     Introduce the team to ethical selling:

–        how can you ensure they have the right ethos to work this way?

–        what skills are they strong in already?

–        how can skills be developed?

·     Review current sales practices and consider new, more effective approaches:

–        are there any serious gaps?

–        where can small adjustments deliver big gains?

·     Look at internal alignment with other departments to ensure they support this type of sales approach:

–        who works most closely with the sales team?

–        how effectively can different parties collaborate?

·     Consider your leadership style:

–        are you using a variety of skills in your management approach?

–        how can you act as a role model for each of the elements of ethical selling?

For the salesperson

Things you can do include:

·     Sense-check your sales ethos to see if it is in line with ethical selling practices:

–        is your thinking consistent with an ethical sales approach?

–        how does this reflect in your behaviours?

·     Apply your ‘aha moments’:

–        how can you use the ‘1% improvements’ you have identified?

–        what will be the impact of aggregating marginal gains?

·     Adopt a whole new approach; take the plunge to introduce some radical transformations to get up to date:

–        what would be the gains from doing so?

–        what does the ‘new you’ look like?

–        what are the steps you must take to achieve this?

–        how can you take these?

–        when will you take them?

–        whose help might you need?

Whatever role you play, identify areas for quick wins using the summary section of each chapter. Highlight areas you want to adopt in the coming weeks and months and be clear on ‘why, what and how’ to make it happen.

Don’t go it alone

Implementing changes can be daunting; we have explored this already. But where there is a will there is a way.

Your relationships are highly relevant to your personal development. It is useful to think about how you can:

·     Involve your colleagues – choose the ones who you can already recognise to be using elements of an ethical selling approach and work with them. Give them the self-assessment, share ideas and create plans to develop your skills together and use them with customers.

·     Involve your customers – either ‘covertly’ by trying new approaches which use greater levels of ethical selling or ‘overtly’ by telling them how you are trying to conduct business. As this is about mutual benefit, either way would be acceptable.

·     Involve me – I would love to hear how you are getting on and whether I can help in any way. I would also appreciate any feedback you have. Please do get in touch. My contact details are in the Resources section at the end of this book.

In Summary

Act. Do something.

It is all very well knowing something, planning something or even deciding something. The brain rewards us just for doing this with a little dopamine hit. However we will not get results until we DO SOMETHING.

This advice should be clear now so:

·     Use the ETHICAL Model action checklist

·     Consult the masses of resources available to keep learning

·     Draw up and implement a plan to make your learning come to life

·     Involve other people to help you implement ideas.

You will be pleased you did.

(Extract from 'Ethical Selling - How to win more business by doing the right thing')

Buy Now on Amazon

Book launch

Ethical Selling - Out Now!

Discover the secret to achieving lasting success in sales and unlocking meaningful connections with your customers.

Buy Here

Institute of Ethical Selling

Wait list now open!

The Institute of Ethical Selling (IES) was founded on the belief that trust, transparency, and integrity should be at the heart of every sales interaction.

It is dedicated to transforming the sales profession by providing education, resources, and certification for individuals and organizations committed to ethical practices.

The mission is to create a global movement that elevates the standards of sales, ensuring that both buyers and sellers thrive in a relationship built on trust.

Launching in 2025 - join the prelaunch waitlist now and receive 3 months free membership!

Sign up HERE

Fast start ways to work with us - 'Easy as ABC'

Develop your collaborative selling approach via

1. Activator – 1 day - ideal for sales teams of all sizes to reset and refresh activities and align to what works best today
2. Blueprint – 6 x 60 mins - ideal for sales teams to progress live opportunities by applying business winning tactics in real time
3. Coaching – 6 x 1:1 - ideal for sales leaders, business owners and ambitious individuals to refine their approach by reviewing and adjusting real life actions

Designed to allow 'fast start' for those wanting to get ahead of the game

Each costs £2500 +VAT

Stop selling and start collaborating... HERE

Things addressed this month

Make ETHICAL practical not theoretical

Why customers don't get it

Beat competition for free

Push out competitors

''Orange Hat Thinking" a mix of the De Bono thinking hats to come up with practical solutions for sales issues

Ethical Selling: How to win more business by doing the right thing (Book deep dive)

Unlock the secrets of ethical selling and transform your approach with insights from Fred Copestake’s new book ‘Ethical Selling - How to win more business by doing the right thing’.

Discover how honesty and integrity not only enhance trust but also pave the way for long-term success without compromising profits. Embrace the shift from outdated pushy tactics to a more empathetic, value-driven methodology that fosters genuine connections.

By harnessing emotional intelligence, you can elevate your sales game, ensuring your interactions are transparent and collaborative, ultimately leading to win-win outcomes for you and your clients.

Navigate the intricate world of high-stakes sales with frameworks like PIRATE and RAPID, blending technology and a personal touch to maintain authenticity.

The book highlights the significance of aligning your sales career with personal values. Dive deeper into ethical selling principles, and learn how small, intentional changes can boost your effectiveness and fulfillment.

In a nod to the future this episode is brought to you using the power of modern technology as AI Assistants take control of analysing the content and recording their ‘conversation’.

Despite advances in technology the human side of selling remains of utmost importance. Enjoy the two combining!

(Episode produced using Google NotebookLM)

Listen Here

Ethical Selling: Help customers choose to buy

Discover the secrets to ethical selling and transform your approach by tuning in to our enlightening conversation with Sam Dunning , founder of Breaking B2B.

Learn how to build trust and credibility with potential clients through the art of providing valuable content during the sales follow-up process.

By sharing targeted podcasts, videos, and articles, you can effectively address your prospects' specific needs and challenges, thereby encouraging them to choose your services.

Sam also shares insights from his expertise in B2B SEO and website strategy, offering tips on how to capture your target audience's attention and improve your organic search rankings.

Turn in as we discuss the evolution of sales techniques and reflect on the shift from aggressive, commission-driven methods to a more customer-focused, ethical approach.

Drawing from personal experiences in high-pressure sales environments, we address the importance of aligning services with client needs and nurturing long-term relationships.

This episode highlights the critical shift from pushy tactics to understanding and prioritising clients' best interests, which not only safeguards your reputation but also paves the way for sustainable success.

Learn how to leverage existing company content and create personalised content to stand out in the crowded market.

We also discuss the role of transparency in building trust, from being upfront in discovery calls to offering constructive feedback.

With practical insights and real-world examples, this episode is a must-listen for anyone seeking to refine their B2B marketing and sales approach while maintaining an ethical and impactful presence in the industry.

Listen Here

Ethical Selling: Why? What? How? (Live book launch highlights)

Welcome to the Sales Today podcast.

In this special episode, I’m celebrating the launch of my third book, Ethical Selling.

Listen in as I talk about the natural progression from collaborative and hybrid selling to an ethical approach that balances the needs of customers, companies, and sales professionals.

I address why ethical selling is the future, bust myths about it being "too hard" or "too soft," and provide actionable insights into implementing it in your sales practice.

Along the way, discover the ethical model and how its principles can elevate your sales game to create a win-win-win scenario.

I also introduce the Institute of Ethical Selling, a new initiative to certify and support ethical sales professionals worldwide.

What You’ll Learn in This Episode:

• Why ethical selling is becoming essential for success.
• How the ethical model works alongside existing sales methodologies.
• Practical strategies for empathetic communication, transparency, and building trust.
• Insights into the Institute of Ethical Selling and how it supports sales professionals.
• My personal journey in sales and how it shaped my passion for ethical practices

Listen Here

Ethical Selling: Stop the dysfunctional rubbish now!

Veteran sales coach and founder of Human Aligned Selling, Steve Myers CISM , joins us for a transformative conversation on the evolution of sales strategies over his impressive 42-year career.

With Steve's invaluable insights, we explore how the internet and technology have shifted the salesperson's role from a product-focused expert to a master of human connection.

Our discussion underscores the enduring significance of emotional intelligence in sales success, stressing that while product knowledge is essential, the ability to connect personally with clients is the key differentiator in today's marketplace.

We also tackle the intriguing topic of AI in sales, highlighting its limitations in building trust and fostering genuine relationships.

We dive into the transition from feature-based to solution-based selling, illustrating how truly understanding clients' emotional and behavioural needs can be a game-changer.

Sharing personal experiences, we discuss practical tools like NLP and improv that can enhance communication skills, pushing sales professionals to continually learn and adapt to maintain their edge in this competitive field.

Our conversation takes a thoughtful turn as we examine the concept of equal business stature in client interactions.

We emphasise the importance of creating partnerships where both parties appreciate each other's time and expertise, encouraging salespeople to shift their mindset from subservient to collaborative.

Listen Here

Salescadence podcast

I joined Matt Sykes to talk about ethical selling plus other things to do with selling

Listen HERE

The Asylum (for LinkedIn Lunatics)

I joined Neal Veglio and his other guests to discuss dodgy stuff on LinkedIn

Listen HERE

How to align sales and marketing teams for growth in 2025

I join Dawn Strange and Karen McNulty of Media Matters Agency to share thoughts on how sales and marketing teams can create stronger, positive and more results-driven performance.

We'll have three free downloadable tools to get you started.

Register HERE

Collaborative Selling Scorecard

Are you ready to increase your sales?

Take the Scorecard