Mastering Sales and Negotiations
Mastering Sales and Negotiations is a podcast designed for ambitious business professionals. It explores world-renowned methodologies to uncover valuable lessons for sales professionals. The show focuses on how to achieve sustainable behaviour change within sales teams. Each episode offers practical insights and evidence-based strategies for improving sales and negotiation performance.
Episodes
Learning more from lost deals
Great sales teams still lose opportunities they expected to win, but those losses can offer some of the most valuable lessons.In this Quick Win episode, we revisit the key takeaways from our conversation with Anna Betts, Head of Business Development & Sales Enablement at JLL.We'll explore why organisations should examine lost deals as closely as successful ones, how earlier client engagem
Why great sales teams lose deals they should have won
Welcome back to the Mastering Sales & Negotiations podcast.Anna Betts joins us this week to share what she has built over 22 years in professional services, including more than 15 years at PwC and her current role as Head of Business Development & Sales Enablement at Jones Lang LaSalle (JLL). Drawing on experience across marketing, pursuits and proposals, business development and account m
Quick win – Making every exhibition conversation count
Exhibitions create a rare opportunity to engage prospective customers face-to-face, but many teams fail to make the most of those interactions.In this Quick Win episode, hosts Rachel Massey and Robin Hoyle revisit some of the key lessons from their conversation with Tracy Shah, exploring what sales teams can do to improve their performance before, during and after an event.Together, they discuss w
Turning exhibitions into sales opportunities
Welcome back to the Mastering Sales & Negotiations podcast.This week, we're joined by Tracy Shah, Joint Managing Director at Venture Marketing Group. Having spent decades working across exhibitions, conferences and events, Tracy has seen first-hand what separates organisations that generate meaningful opportunities from those that simply show up.In our conversation, we explore why exhibit
Stop collecting data. Start using it.
Sales teams are surrounded by data, yet many still struggle to make confident decisions.In this Quick Win episode, Rachel Massey and Robin Hoyle unpack some of the most practical insights from our conversation with Simon Hefti, exploring why so much sales data fails to drive action and what leaders can do differently. Together, they discuss how to distinguish meaningful customer signals from backg
Making sense of sales data
Welcome back to the Mastering Sales & Negotiations podcast - and welcome to the first episode of series 3. This week, we're joined by Dr Simon Hefti, co-founder and chairman of D ONE, a leading Swiss data and AI consultancy. With a background in physics and decades of experience helping organisations make better use of their data, Simon brings a unique perspective on one of sales' bi
Founder-led selling works… until it doesn’t.
Welcome back to the Mastering Sales and Negotiations podcast.This week on the podcast, we were joined by Claus Klein‑Ipsen, Chairman of the Board at Peak Systems and a long‑time advisor to founder‑led start‑ups and VC‑backed scale‑ups. In our conversation, we explored what really breaks as organisations move from founder‑led selling to repeatable, scalable sales.We're joined by Will Ockenden
Start-ups, Scale-ups and SPIN
Start-ups, Scale-ups and SPIN In this episode of Mastering Sales and Negotiations, we’re joined by Claus Klein‑Ipsen, Chairman of the Board at Peak Systems, board member, and long-time advisor to founder‑led start-ups and VC‑backed scale-ups. Claus lifts the lid on what really happens as companies move from “I can sell” to “we can sell” and why both start-ups and scale-ups keep making the same dis
Turning AI from a Buzzword into a Sales Advantage
This week on the Mastering Sales and Negotiations podcast, we sat down with Casper Guldager, who shared some refreshingly honest insights about why AI so often stalls inside commercial teams, and what leaders can do to change that.In this Quick Win episode, Rachel Massey is joined by Robin Hoyle to unpack the biggest takeaways from that conversation, including:Why leaders need to go first and use
Building a Practical AI-First Sales Organisation
In this episode of Mastering Sales and Negotiations, we sit down with Casper Guldager, AI consultant and co‑founder of Adaptig, whose career spans a decade of helping organisations like LEGO and KPMG integrate AI into commercial performance.Casper argues that while AI technology is accelerating rapidly, the real barrier to adoption isn’t tools — it’s leadership. He explains why AI transformation m
Curiosity that converts: The art of better questioning
Welcome back to the Mastering Sales and Negotiations podcast. This week, we were joined by Martin Couzins, Founder and CEO of Insights Media, for a conversation all about intentional customer listening and how deep questioning, real thinking space, and genuine curiosity can transform commercial relationships. Today I’m joined by Robin Hoyle to unpack the big takeaways from that discussion. And if
Tuned In: How customer listening creates actionable insights
In this episode of Mastering Sales & Negotiations, we explore how intentional customer listening transforms everyday interactions into strategic growth opportunities. Listening isn’t just about hearing feedback—it’s about unlocking the insights that drive renewals, referrals, and long-term loyalty.We’ll dive into how real customer success stories begin with understanding what customers truly v
Why internal buy-in makes or breaks deals
Welcome back to the Mastering Sales and Negotiations podcast. I’m your host, Rachel Massey. This week on the podcast, we were joined by Emma Pacey, Trading Director at one of the UK’s largest supermarket chains. In our conversation, Emma lifted the lid on what we called the double negotiation - the balance between securing great deals with suppliers and negotiating just as effectively inside the o
The Double Negotiation: The Art of the Internal and External Deal
In this episode, we sit down with Emma Pacey, Trading Director from one of the UK's largest supermarket chains to uncover the often-overlooked reality of their role: negotiation isn't just about driving hard bargains with suppliers—it's about winning hearts and minds internally, too.Our guest reveals why success at the trading desk requires a delicate balance of external negotiation
AI can do the research, but it can’t build the relationship
Welcome back to the Mastering Sales and Negotiations podcast. I’m your host, Rachel Massey. This week on the podcast we had the pleasure of being joined by entrepreneur and sales leader Mike Pritchett. In our chat we discussed where AI ends, and where humans must begin in order to balance automation and authenticity in the sales world. Today I am joined by Robin Hoyle, to discuss the key takeaways
Sales enablement reimagined — Where AI ends and humans begin
The Mastering Sales and Negotiations podcast returns with a brand-new series and we’re kicking it off with our first guest: entrepreneur, founder, and sales leader Mike Pritchett.🎙️ Episode 1: Sales enablement reimagined — Where AI ends and humans beginAI is transforming prospecting, outreach and efficiency…But can it ever replace trust, humour, empathy and real connection?In this episode, Mike br
How to be the conductor of your own corporate orchestra
On this week’s episode of the Mastering Sales and Negotiations podcast, we explore the value of trust, how to be the conductor of your own corporate orchestra, and real-world challenges and lessons from the sales front line. Join Robin Hoyle and Rachel Masseyas they reflect on the main takeaways of their conversation with Rebecca Bromwich, Global Account Director at VodafoneThree.
Why you need to embrace two-faced strategies in the new era of buying
In the latest episode of the Mastering Sales and Negotiations podcast, Robin Hoyle and Rachel Massey are joined by Rebecca Bromwich, Global Account Director at VodafoneThree.They explored why embracing “two-faced” strategies is essential in today’s complex buying landscape. A good salesperson must adapt fluidly – not to deceive, but to balance customer-facing finesse with internal strategic alignm
Working Collaboratively to Solve Problems
On this week’s episode of the Mastering Sales and Negotiations podcast, we explore the true value of working collaboratively to solve problems, to build the customers’ vision, through honesty and preparedness. Join Robin Hoyle and Rachel Massey as they reflect on the main takeaways of their conversation with Myles Davidson Head of Sales at Zühlke Group, including the benefit of putting processes a
Beyond Sales: Creating Value Across Every Customer Touchpoint
In the latest episode of the Mastering Sales and Negotiations podcast, Robin Hoyle and Rachel Massey are joined by Myles Davidson Head of Sales at Zühlke Group. They discussed how sales skills improvement can help demystify sales for their specialised consultants and technical experts, allowing them to align their solutions precisely with customer challenges, building deeper trust through value-fo
The Evolution of Sales Events - Three Key Takeaways
On this week’s episode of the Mastering Sales and Negotiations podcast, we explore the transformative journey of today's sales professionals. Join Nick Martin and Tony Hughes as they reflect on the main three takeaways of their conversation with Steve Lindsey, the Managing Director of Lincoln West and the organiser of the National Sales Conference. From collaboration and innovative ways of le
The Evolution of Sales Events – Driving the Transformative Journey
In the latest episode of the Mastering Sales and Negotiations podcast, guest host Nick Martin and Huthwaite’s CEO Tony Hughes sit down with Steve Lindsey, the Managing Director of Lincoln West and the organiser of the National Sales Conference. They discuss the transformative journey of today’s sales professionals through the lens of the National Sales Conference (NSC).Sharing insight on the impor
From technical experts to commercially effective salespeople
In this week’s Quick Win episode of the Mastering Sales and Negotiations podcast, Rachel Massey and Robin Hoyle reflect on the key takeaways from their recent conversation with Jane Banks, Founder and Managing Director of Pure Valegro.Discussing how technically skilled professionals need a mindset shift to transition from technical experts to commercially effective salespeople, they also uncover t
From tech talk to revenue: Turning technical expertise into sales success
How do you help technically skilled professionals become commercially successful salespeople?In the latest episode of the Mastering Sales and Negotiations podcast Rachel Massey and Robin Hoyle are joined by Jane Banks, Founder and Managing Director of Pure Valegro. Sharing insights from her extensive experience coaching sales professionals, this episode discusses one of the most common challenges
Aligning Sales & Marketing for Maximum Impact
On this week’s Mastering Sales and Negotiations, we uncover the secrets to aligning sales and marketing for rapid growth.Join Rachel Massey and Robin Hoyle as they explore:Why the disconnect between sales and marketing hinders growth.How the buying cycle can unify sales and marketing efforts.Practical strategies to bridge the gap and drive better results.
Sales Marketing Alignment
In this episode, Robin Hoyle and Rachel Massey are joined by Karen Woodhead, Executive VP at Global Marketing for Qoria, the ASX listed leader in child digital safety solutions, to discuss the Buying Cycle’s role in high-growth success.Karen shares her insights on how successful B2B companies can transform their revenue operations by putting the buying cycle at the centre of their strategy.
Persuasive Presentations in B2B Sales
On this week’s Mastering Sales and Negotiations, we uncover the key to mastering B2B pitches. Join Rachel Massey and Robin Hoyle as they explore: Why shifting to a solutions-oriented approach drives better results; How creative industries can overcome the negative perception of sales; Practical strategies for crafting persuasive presentations that win clients.
Building Persuasion
In this episode, we're joined by agency owner, Will Ockenden, as he discuses how Prohibition PR, a top 30 UK PR agency, transformed its success rates by adopting a methodical approach to client presentations. The episode uncovers how sharpening presentation techniques can supercharge sales in complex B2B environments and gain actionable insights to elevate your sales strategy and boost persua
Negotiating For You
If you find yourself negotiating regularly, whether it’s securing a new business deal, getting the most from your money or generally trying to cultivate the very best outcome for you or your team, there are some tactics you can introduce that will improve your chances of success. With over 50 years of experience, our panel share expert advice, insight and tactics that you can apply to your
The Ten Commandments
Picture the scene. You’re making the deal of a lifetime and your negotiation skills could make or break it. The stakes are high and knowing how to negotiate to the highest standards to achieve the best outcomes, without compromising long-term relationships is essential. From preparing and planning with care to identifying and using your levers, following these top 10 commandments will crea
Dirty Tricks
It's not uncommon to encounter dirty tricks in negotiation. Even the most conservative and credible opponents can deploy a trick or two to help them win. Some tricks are more obvious or conscious than others but regardless of size or intent, an unethical manoeuvre in a negotiation is never a good thing and can have a negative long-term impact on your trading relationship. If you find
