Mastering Sales and Negotiations

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 management, she explains what stronger sales teams do differently. A strong team, a well-prepared...

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 why preparation matters, how asking the right questions can lead to better conversations, and th...

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 exhibitions remain such a powerful sales channel, despite the growth of digital marketing and AI. Tracy sha...

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 Together, they discuss how to distinguish meaningful customer signals from background noise, why outdated CRM habits undermine trust in data, and how AI can help identify...

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' biggest challenges: turning information into action. In our conversation, we explore why so many...

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 to unpack the key takeaways from that discussion — including how founder passion can quietly undermi...

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 discovery mistakes. He explains how founder passion can quietly turn into a monologue, how VC pressu...

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 AI themselvesHow AI can take on the admin, prep and process-heavy workWhy the future of sales m...

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 must start at the top, how leaders can model the right behaviour, and what an effective “executiv...

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 you’re new to the show, Robin is Huthwaite’s Head of Learning Innovation, a globally recognised L...

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 value. These insights also fuel innovation—helping teams identify unmet needs, refine offerings, ...

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 organisation to align teams, priorities, and strategy. Today, I’m joined by Robin Hoyle to unpack ...

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 prowess with suppliers and the equally critical skill of building consensus across internal teams—from categor...

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 from our conversation with Mike. And what makes Robin such an expert you might ask – well, he is...

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 begin AI is transforming prospecting, outreach and efficiency… But can it ever replace trust, humour, empathy and real connection? In this episode, Mike breaks down: ✨ The moments where AI supercharges sales ✨ The moments where only humans can win ...

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.

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 alignment. Together, they dive into the evolving world of modern sales, unpacking universal truths and...

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 and strategies in place and working in an environment which is less pressured and having the...

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-focused dialogue.

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 learning, to helping senior sales leaders and salespeople understand what ‘good’ looks like ...

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 importance of collaboration for sales success and personal development, Steve discusses how the event...

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 the key strategies to help professionals have value-led, customer-centric sales conversatio...

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 many industries face, how to turn technical expertise into commercial success. Jane also e...

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.

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.

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.

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 persuasion in your pitches.

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 yourself on the receiving end of something that doesn't feel quite right during a negotiation, what sh...

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 create a safe negotiating environment that will pave the way for a successful business deal. For more...

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 future negotiations to ensure you get the best deal. For more information, visit Horizons, Huthw...