The Luxury Of Choice - Sales Skills Podcast
The Luxury of Choice podcast is a technical B2B sales skills and knowledge podcast hosted by Steve Vaughan, brought to you by the training team of george james ltd. Each episode features discussions between Steve and fellow sales trainers on various aspects of sales skills based on their vast experience. The podcast focuses on the life science, laboratory equipment, medical devices, and precision industrial market sectors. Based in the UK, the podcast serves a global customer base.
Episodes
Hamid Ghanadan: How Technical Buyers Really Make Decisions
In this episode of The Luxury of Choice, Steve Vaughan and Christian Walter are joined by Hamid Ghanadan, founder of The Linus Group and author of Not Buying It- The art of selling to scientists, doctors, and other professional skeptics. Drawing on his background as a biochemist and commercial strategist, Hamid explains why scientists and technical buyers are often described as the world's mo
Sales Manager's Playbook – Coaching vs Controlling
n this episode of The Luxury of Choice, Steve Vaughan is joined by Jonathan Cooper and Pascal Le Floch to explore one of the biggest challenges facing sales managers: knowing when to coach and when to direct.The discussion covers: What coaching really means—and why it is not giving advice or telling people what to do. The difference between coaching, directing, supporting, and delegating. Why ma
Imposter Syndrome in Technical B2B Sales
Most salespeople and leaders face Imposter Syndrome in sales - the feeling of self doubt and of being " a fraud". In this episode, host Steve Vaughan is joined by fellow George James trainer Jonathan Cooper and special guest Rupa Ark, a Senior Sales Director from Azenta Life Sciences. The panel discuss why salespeople can suffer from Imposter Syndrome, how to cope with it, and why it sho
You're Not the Technical Expert- and That's OK!
Can technical sales people in B2B sales be TOO technical? And can their technical knowledge be a comfort zone crutch in the sales call, to the detriment of understanding and satisfying customer needs? In this episode of the Luxury of Choice, Steve Vaughan and Jonathan Slasinski are joined by Matt McCormack, International Sales Manager of Natus Sensory to discuss:The role of technical knowledge in
Unlocking LinkedIn: How to Find Your Perfect Customer
LinkedIn is a phenomenal resource for B2B sales professionals to research, and then connect with potential customers. Even the free version of LinkedIn has powerful search tools to help you search for your perfect customer. In this episode, Steve is joined by Christian Walter, Pascal le Floch and Jonathan Slasinski for a face to face recording of The Luxury of Choice, following a team strategy mee
How to Make Cold Calls Warmer (Without Sounding Like a Sales Script)
Cold calling has a reputation—and not a good one.In this episode of The Luxury of Choice, Steve Vaughan is joined by the George James training team and special guest Manel Berga to explore a simple but powerful question:How do we make cold calling… warmer?From rejection and low pickup rates to the rise of LinkedIn, AI, and changing buyer behaviour, this conversation unpacks what modern prospectin
What do GREAT sales people do after EVERY sales visit?
What do top performing sales people do when they leave the customer? And how can spending just a little time after a visit reflecting how the meeting went improve performance and results? Steve Vaughan is joined to discuss this important topic by regulars Christian Walter and Jonathan Slasinski, and also by a special guest - Kate Sanders, Sales Manager for UK and Northern Europe for Biosero.Steve
How to walk away from a sale
Knowing how (and when) to walk away from a sales opportunity is a difficult, but important skill for a technical salesperson to learn. Great sales people lose fast and lose early! In this episode of the Luxury of Choice, host Steve Vaughan is joined by fellow trainers Jayne Green and Jonathan Slasinski to discuss when a salesperson should walk away, and how to do it professionally. Steve Vaughan,
Getting your purchase order out of purchasing - revisited!
All the training team of George James have been delivering training programmes flat out across North America and Europe, so here is a chance to listen back to a show from 2025. Ensuring you have a working relationship with your customers purchasing department is vital if you are able to receive a purchase order at the right price and the right time. In this episode Jayne Green and Jonathan Coope
Handling customer objections -revisited!
The George James training team have been flat out since the start of 2026 and are at the time of uploading delivering sales and leadership training across the continents and time zones. So, here is the chance to listen back to a previous show from 2024 all about handling customer objections - and why, in fact customer objections aren't necessarily bad news. This episode has proved to be one o
How to get more face to face meetings
For this first episode of the Luxury of Choice Podcast, host Steve Vaughan is joined by fellow trainers Jayne Green and Pascal le Floche. Since the pandemic, getting face to face meetings with prospects has become more difficult, with an increase in virtual, remote meetings instead. Whilst sales calls over Teams, Zoom, etc have their place, there is no substitute for visiting the customer. Meeting
Forecasting - Or Fortune Telling!
For this last show of 2025, host Steve Vaughan is joined by the "two Jonathan's" - Cooper and Slasinski to delve into the critical topic of sales forecasting. The team discuss the definition of forecasting, its importance in sales management, and the best practices for achieving accurate predictions. Topics include the role of data, the challenges faced in forecasting, and the dynam
Navigating Stakeholders in Complex Sales
In this episode of the Luxury of Choice podcast, host Steve Vaughan and his colleagues Jonathan Slasinski, Christian Walter and Pascal Le Floch discuss the importance of managing stakeholder groups in B2B sales, particularly in the life sciences sector. They explore the necessity of engaging with multiple stakeholders beyond just the end users, including decision-makers in various departments suc
What Laboratory Buyers REALLY want
In this episode of The Luxury of Choice, host Steve Vaughan and guests Christian Walter and Jonathan Slasinski discuss the essential needs and expectations of customers in the laboratory equipment sector. They explore the importance of understanding customer workflows, the value of face-to-face interactions in building trust, and the role of emotional intelligence in sales. The conversation emphas
Getting More Appointments
Getting appointments with key customers and prospects is vital in successful B2B sales. It's never been easy, and it is only getting more difficult! In this episode of the Luxury of Choice podcast, host and Senior Sales Trainer Steve Vaughan is joined by two fellow members of the George James training team to discuss approaches, best practice and strategies in getting more face to face meetin
Why rejection isn't personal, and how to learn from it
In this episode of the Luxury of Choice Podcast Steve Vaughan and Jayne Green and joined by Jonathan Slasinski for his first podcast with the team to discuss the inevitable aspect of rejection in sales. They explore how to cope with rejection, the importance of emotional intelligence, and the learning opportunities that arise from these experiences. A key takeaway that rejection is not personal bu
The Dangers of the Corridor Conversation
In this episode of The Luxury of Choice, Steve is joined by Jayne Green and Christian Walter to discuss the concept of corridor conversations in sales, exploring their significance, appropriate topics, and the potential pitfalls. They emphasize the importance of professionalism, curiosity, and relationship-building during these informal interactions, whether in-person or virtual. The conversation
Why the Demo Isn't the Sale!
In this episode, Steve is joined again by fellow sales trainers Pru Layton and Christian Walter, to discuss product demonstrations. All too often in technical B2B sales, salespeople are too eager to book a product demonstration with a customer, without properly qualifying the opportunity. Steve, Pru and Christian discuss timing of the demonstration, how to prepare, and why the demonstration is par
Why the sales call starts before the call!
The Luxury of Choice is back for Series 3! In the episode, host Steve Vaughan and trainers Pru Layton and Christian Walter discuss the critical importance of preparation before sales calls. They explore various aspects of preparation, including mental, physical, and technical readiness, as well as the significance of researching customers to bring value to meetings. The conversation also touches o
George James training in the US - Meet Jonathan Slasinski
In this bonus episode of the Luxury of Choice podcast, host Steve Vaughan introduces Jonathan Slasinski, a new member of the George James training team based in the United States. Jonathan shares his diverse career journey from being a high school science teacher to a successful sales professional in the life sciences industry. He discusses his transition into training and enablement roles, empha
Series 2 Finale, and plans for Series 3!
After 22 episode of the Luxury of Choice Podcast, we are taking a short break for the summer. We will be back in September 2025 with our next series of sales and sales leadership topics. In this short message Steve Vaughan looks back on our 2nd series of the podcast, outlines the plans for Series 3, as well as giving a little teaser of something new and exciting coming in September.Steve Vaughan,
Lessons Learned from our Sales Careers - Team Reflections
In this episode of The Luxury Choice podcast, hosts Steve Vaughan, Jayne Green, and Pru Layton reflect on their personal journeys into sales, sharing insights and lessons learned throughout their careers. They discuss the importance of preparation, the value of sales training, and the significance of building strong customer relationships. The conversation also touches on the challenges of rejecti
Help! My sales territory is enormous!
In this episode of The Luxury Choice podcast, Steve Vaughan, Pru Layton, and Jayne Green discuss effective strategies for managing large sales territories. They emphasize the importance of planning, identifying key accounts, maximizing efficiency in customer visits, and leveraging support roles. The conversation also highlights the use of technology and tools to enhance sales efforts and the need
How to be F.A.B. at sales!
Many sales people in technical sales are comfortable talking about the latest features of their instrument or consumable product. After all, they are in the role they have due their technical or scientific knowledge. However, it is an old adage in sales that customer don't buy features, they buy benefits. In this episode of the Luxury of Choice podcast, host Steve Vaughan is joined by Jayne G
Help! My boss wants to visit customers with me in the field!
Salespeople often get nervous when their manager contacts them to arrange a day in the field with them seeing customers. Field accompaniment is a great way for a sales manager to give coaching and feedback to their salesperson, and for the salesperson to learn "on the job". In this episode host and trainer Steve Vaughan is joined by his two colleagues Jayne Green and Pascal Le Floch. The
The Gift of Feedback: A Path to Improvement
In this episode of The Luxury of Choice, Steve Vaughan is joined by Jonathan Cooper and Christian Walter. The team discuss the critical role of feedback in personal and professional development. They explore the definition of feedback, its importance in fostering self-awareness, and the distinction between constructive feedback and criticism. The conversation emphasizes the need for effective timi
How do I find enough time to do everything!
One of the most common challenges we hear from sales people is lack of time do fit everything in. Whether in front line sales, sales support or sales leadership, demands on our time from our customers, colleagues and our own organisation constantly challenge our ability to think and to plan. In this episode of The Luxury Choice podcast, host Steve Vaughan, along with colleagues Jayne Green and Pru
Mastering Team Dynamics in Sales - The Art of Situational Leadership
In this episode of the Luxury of Choice podcast, host Steve Vaughan, along with colleagues Pru Layton and Pascal Le Floch, delve into the complexities of sales management and leadership. They explore why some team members respond better to certain managers, the importance of understanding team dynamics, and the various styles of situational leadership. The discussion emphasizes the need for self-a
Why having competition in sales is good news!
In this week's show Steve Vaughan is joined by two of his sales training colleagues, Pru Layton and Jayne Green. Having competition in technical B2B sales is inevitable and part of the job; however it is also good news! The team discuss why having competition helps you "sharpen the saw" and why competition doesn't necessarily mean another supplier. Steve Vaughan, Jonathan Coope
International Women's Day - Why do we need IWD in 2025?
This is a special bonus episode around the topic of International Women's Day. On March 8th each year, IWD has been in place for over 100 years, and recognizes the achievements of Women worldwide, as well as campaigning for gender equality and inclusiveness. Steve Vaughan is joined by his colleague Jayne Green, plus two business leaders from the fields of lab equipment and life sciences - Bel
Why 1-to-1 meetings matter, and our tips to make them effective!
Having regular, scheduled 1-to-1 meeting with your team members can significantly impact employee engagement and retention. Yet many managers don't prioritize 1-to-1's, or if they do have them, do them badly! In this episode Steve Vaughan, Pru Layton and Pascal Le Floch discuss why 1-to-1's matter, where they go wrong, and give their tips and recommendations to make them effective,
Am I doing the right things to make my sales number?
In this episode of The Luxury Choice podcast, host Steve Vaughan and his colleagues Jayne Green, Pru Layton and Jonathan Cooper discuss the essential elements of sales success. They explore the importance of planning, understanding performance indicators, and the role of self-awareness and management in achieving sales goals. The conversation emphasizes the need for both activity and competence in
How to Delegate Effectively
In this episode of the Luxury of Choice podcast, Steve Vaughan, Pascal Le Floch and Christian Walter discuss the critical skill of delegation in sales and management. They explore the definition of delegation, its importance, and the challenges faced by managers and salespeople in effectively delegating tasks. The conversation covers strategies for successful delegation, the role of trust and empo
Why is my sale stuck in purchasing? And what can I do about it!!
In this episode of 'The Luxury of Choice', host Steve Vaughan, along with guests Jayne and Jonathan, delve into the common phrase 'my order is stuck in purchasing'. They explore the implications of this phrase on sales forecasting and revenue projections, the importance of understanding the buying process, and the necessity of engaging with purchasing teams early in the sales p
Why doesn't my sales team do what I tell them to do?
In this final episode before the holiday season, Steve, Jonathan and Pascal discuss the challenges sales managers face in getting their teams to follow directives. They explore the importance of trust, situational leadership, and the shift from directing to coaching. The conversation emphasizes the need for active listening and understanding individual team members' needs, especially under pr
Navigating Year-End Sales Pressures
For many sales professionals, the end of the calendar year is also the end of the business year. This frequently means a lot of stress and pressure to close as many sales as possible and the make the numbers as good as they can be. In this episode Steve is joined by Debbie Airey and Jayne Green to discuss how to cope at this crucial time of the year. They discuss their own experiences of year end,
The New Sales Manager - Where to start, what to do, and when!
In this episode of the Luxury of Choice podcast, Steve Vaughan, Jonathan Cooper, and Christian Walter discuss the essential steps for new sales managers to take when starting their roles. They emphasize the importance of getting to know team members, understanding business metrics, and taking decisive action while balancing observation and decision-making. The conversation also highlights the sign
The Pro's and Con's of bringing business forward at year end.
In this episode of The Luxury Choice podcast, Steve Vaughan, Prue Layton, and Debbie Airey discuss the complexities of bringing business forward at year-end. They explore the pros and cons of this strategy, emphasizing the importance of maintaining customer relationships and the potential pitfalls of short-term gains. The conversation also highlights the need for effective sales forecasting and al
Navigating the Player-Manager role in sales - managing the team and selling personally at the same time
In this episode of the Luxury of Choice podcast, host Steve Vaughan, along with fellow sales trainer Jonathan Cooper and Debbie Airey, delve into the complexities of the "player manager" role in sales. In other words, both managing a sales team, whilst maintaining personal sales responsibility such as a territory, key account, product line, etc. They discuss the challenges and benefits o
Coping with Rejection and the Word No in Sales
In this episode of the Luxury of Choice podcast, host Steve Vaughan, fellow sales trainer Jane Green and new colleague Debbie Airey discuss the challenges of facing rejection in sales, particularly the word 'no.' They explore the emotional impact of rejection, the different types of 'no' responses, and the importance of asking open questions to understand customer needs better.
From in the Team to Being the Boss - Stepping up as a New Sales Manager
In this episode, Steve Vaughan is joined by fellow sales trainers Christian Walter and Pascal le Floche.The team discuss the challenges of transitioning from a sales role to a sales management position, particularly when promoted from within the team. They share insights on: -Recognizing the shift in skills required, from being an individual contributor to leading and developing a team. -Setting b
Who's afraid of Ghosting? Why customers don't get back to you, and what can you do about it
After the summer break, the george james team are back with season 2 of the podcast. In this episode, Steve, Pru and Jayne discuss the topic of ghosting in sales. They define ghosting as when a customer or prospect stops responding to calls, emails, or other forms of communication. The hosts explore the reasons why ghosting happens, such as misaligned expectations, fear of rejection, and the custo
Behind your Sales Target? Here's what you need to do.
In this episode, Steve, Pru and Jonathan discuss what to do if a salesperson is behind target. They emphasize the importance of not panicking and instead evaluating why they are behind and taking ownership of their actions. They suggest reflecting on what they have been doing and identifying any areas for improvement. They also discuss the difference between targeting bookings and invoiced sales a
Mark Davison - CEO of Grant Instruments- leading a scientific equipment manufacturer in 2024
In this episode of The Luxury Choice podcast, host Steve Vaughan interviews Mark Davison, the CEO of Grant Instruments, a scientific equipment brand. Mark shares his background and career journey, including his experience in the pharmaceutical industry and his role in preventing the production and distribution of fake drugs. They discuss the role of a CEO, the challenges and opportunities in the s
Closing and Agreeing the Next Steps in Sales
In this episode, Steve and Pru discuss the topic of closing in sales. They define closing as the final step of the sales process where the customer agrees to place an order. However, they also emphasize that closing is not just about getting the order, but also about getting commitment to the next step in the sales process. They discuss the importance of always having a next step and continually s
Samuel Issacs - Digital Marketing in the Medical Devices Industry
In this interview episode, Steve chats to Samuel Issacs. Sam is the Head of Marketing at Niox. He discusses the impact of digital marketing on the medical devices industry and the importance of internal marketing. He shares insights on marketing strategies, the role of passion in marketing, and the use of LinkedIn for marketing activities. The conversation covers the use of digital marketing, part
Facing Objections in the Sales Process
In this episode, Steve, Pru and Jonathan discuss customer objections in the sales process. They define customer objections as concerns or disagreements raised by customers that can halt the sales process. They explore the reasons why customers raise objections, including misunderstandings, competitor influence, biased opinions, and the need for certainty before making a decision. The hosts emphas
Jo Keeler: Building effective teamwork using Belbin team roles
In this episode, Steve Vaughan interviews Joe Keeler, the Managing Director of Belbin Ltd. They discuss the concept of Belbin team roles and how they can help teams work better together. The Belbin team roles theory originated from research conducted at Henley Business School in the 1960s and has since been applied in various industries. The theory identifies nine distinct clusters of behavior tha
Effective Negotiations Part 2
In this second of a two part series on effective negotiations, Steve, Pru and Jonathan discuss the practical aspects of negotiating with a professional purchaser. They talk about how to achieve a win:win, how to effectively trade, seeking agreement, why you can enjoy a negotiation, why you shoudn't offer percentage discounts, and why the purchaser can be your best ally in the account! Steve
Manel Berga - Successful social selling using LinkedIn
In this episode, Steve's guest is Manel Berga. Manel is responsible for lead generation and lead management for Novonesis, with a particular focus on using LinkedIn to find, nurture and actively manage prospects using LinkedIn. Steve and Manel discuss how sales people can proactively identify and reach out to potential customers successfully and effectively using social selling, specifically
Effective Negotiations Part 1
In this first of a two part series, Steve, Pru and Jonathan look at what are the key steps in planning and preparation for an effective negotiation. They discuss, amongst other topics: What is a Win/WinKnowing your position before starting the negotiationWho should be on the teamShould you take your bossWhy you should look forward to a negotiation The 2nd part of this series will cover the actual
Jiteen Ahmed- Purchasing and supplier engagement at a leading UK university
In this Luxury of Choice interview episode, Steve meets Jiteen Ahmed. Jiteen is Head of Technical Services in the colleague of Health and Life Sciences at Aston University, UK. He is also chair of the Southern Universities Purchasing Consortium. In a wide ranging discussion, Jiteen and Steve discuss :Why suppliers to UK universities MUST have a sustainability policyThe importance of framework agre
Decision Makers - how to get to see them and what they will want to talk about
In technical sales, at some stage in the sales process we have to engage with ultimate decision makers. Often senior people in the account, they are unlikely to want to have technical conversations; instead they will want to know about return on investment Investment, any pereceived risk, and how any purchase would fit into the organisation's strategic goals. In this episode Steve, Pru and
Why Cold Calling isn't Dead - Anthony Stears, The Telephone Assassin
In this Luxury of Choice Interview show, Steve talks to Anthony Stears, The Telephone Assassin. Anthony is a leading expert on Telephone Engagement, specialising in helping businesses to improve customer service and sales results via the telephone. They discuss:How to get more appointments using the phoneWhat are the " 3P's" of proactive telephone useThe importance of preparation a
Professional Product Demonstrations - The Do's and Don'ts
Product demonstrations are a key part of any sales process in technical equipment sales. In this episode Steve, Pru and Jonathan discuss the do's and don't of a great demonstration; including how to prepare, the key questions to ask, the importance of timing and what is a "puppy dog close"! The team also discuss some questions from listeners to the show. Steve Vaughan, Jonathan
Debbie Airey- Experienced Sales Leader at Halma plc- A Luxury of Choice Interview
For this interview episode Steve talks with Debbie Airey. Debbie is an experienced and successful Sales Leader within Halma plc, a global group of life saving businesses, and one of the UK's most admired companies. After 4 successful years with the Halma business Crowcon, where she has doubled sales, she is starting a new role at another group business, Minicam. Steve and Debbie discuss:How
10 great New Year's resolutions for salespeople in technical sales
Steve, Jonathan and Pru are back for the first show of 2024, and their topic is 10 great New Year's resolutions for salespeople in technical sales. They discuss:Why the start of the year is a great time to work on your personal developmentWhy looking back on what you did- or didn't- do last year is a great place to start your plans for 2024Why seeing the customers you don't like se
Looking back on 2023, plus plans for 2024
This special holiday season episode features Steve reflecting on 2023 and outlining the plans for the show in 2024. We want to hear from you! If you have any sales or business related question you would like to ask the team, or if you have a suggestion for a guest interview we would love to hear from you. Email us at podcast@georgejames-training.com - let us know if you would like the question to
The Culture Challenge and the impact of toxic culture in business
For this month's interview show Steve talks with three HR and business professionals about the impact of culture on sales and business. Becky Crisp, Katy Davies and Jo Boyd discuss with Steve:How company culture is not just about having some words on a piece of paper!Why culture doesn't (just) come from the boardroom but from the whole organisationWhy anyone in an organisation with toxic
How to make a great sales visit to a customer
Steve Vaughan is joined by three new members of the george james training team for a discussion on what makes a great sales call, and some key do's and don't for a professional visit to a customer. Steve, Jayne, Christian and Pascal discuss, amongst other topics :Why there is no excuse for not being fully prepared!The importance of having a clear objectiveHow silence can be so powerful
Mental Fitness in business - Luke Evans of Heddway
On our latest interview show, Steve talks to Luke Evans from Heddway. Luke specializes in provided training for mental fitness and a positive mental approach. Luke tells Steve:How his personal journey from growing up in the Welsh Valley's to working as a trainer for a leading pharmaceutical company has led to him starting his own business to provide mental fitness trainingWhy training skills
Kick Off Meetings - the Do's and Don't for a successful event
In this weeks show Steve, Pru and Jonathan discuss kick off meetings. Many businesses with a calendar financial year will right now be planning their start the year meeting for 2024, so this episode will be really helpful for anyone working on their event. The team discuss:Why less is more when it comes to the agenda;Why having a theme is a great idea for your kick off meeting;Should you ask you
LinkedIn and marketing - interview with Martina Neville, Detta Consults
In this 2nd of our interview shows, Steve talks to Martina Neville, PhD of Detta Consults. Martina is a specialist and subject matter expert in the field of life science marketing. This is a thought proving show that will for sure get you thinking! Martina tells Steve:Why companies move too quickly into tactical marketing communications before getting their strategy sortedWhy most companies get i
Qualification of Sales Opportunities - the why and the how!
In this latest episode, Jonathan, Pru and Steve, the training team of george james ltd discuss qualification of sales opportunities. Qualification is a key part of any well managed sales processes. The team discuss:Why you don't have to run with every sales opportunityWhy commercial qualification is just as important as technical qualificationWhy sales people don't ask about the availab
Channel Partner Recruitment and Management - Interview with Sharon Eaton, BioChannel Partners
The Luxury of Choice Podcast now becomes a two episodes per month show, with our first guest, Sharon Eaton of BioChannel Partners. Sharon has over 30 years of expertise in working with, managing and finding channel partners in the laboratory equipment and life science markets. BioChannel Partners have been in business for over 20 years and specialises in finding high quality channel partners in an
What is a Sales Process? And why do I need one?
For this second podcast from the training team at george james ltd, Steve, Pru and Jonathan discuss the Sales Process. They talk about :Why do businesses and sales teams need a processWhy selling isn't just all about charisma and being a good talker!Why the best sales processes are simple and easy to understandHow having a sales process means you always know what is the next step in a saleWh
What is a Luxury of Choice?
The Luxury of Choice is a new podcast brought to you by the sales training team of george james ltd, and is a great listen for anyone in technical B2B sales. In this first episode Steve, Jonathan and Pru discuss: What is a "Luxury of Choice" ?Why sales people should always keep prospectingWhat stops sales people prospecting Why sales people should panic if they have closed a large sale
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