Why You Should Invite Your Customers to Sales Training (Yes, Really!)
Fred Copestake
Sales Trainer | Author | Coach | Working with engineering and manufacturing teams | Selling has changed – have you? ???? ????
Could you invite your customers to your next sales training session?
Most companies involved in complex B2B sales should be able to say yes.
But for many, the reality is different.
If the idea of inviting customers to your sales training makes you feel uneasy, it’s probably because its
- Boring
- Embarrassing
- Nonexistent
But there are very good reasons to I will go into
Welcome to the?January Edition?of the Sales?Today?newsletter for B2B sales professionals, especially the 3398 subscribers
As it's monthly I want to share plenty for you to consider and to impact your selling
So what to expect
- Spotlight - Why You Should Invite Your Customers to Sales Training (Yes, Really!)
- News - Fast start ways to work with us
- Podcasts - some brilliant guests on Sales Today this month
- Collaborations - podcast 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
Why You Should Invite Your Customers to Sales Training (Yes, Really!)
Could you invite your customers to your next sales training session?
Most companies involved in complex B2B sales should be able to say yes.
But for many, the reality is different.
If the idea of inviting customers to your sales training makes you feel uneasy, it’s probably because of one (or more) of the following reasons:
It’s Boring ??
Let’s be honest - if your sales training is just a long-winded product presentation, your customers will mentally check out before you even get through the first slide.
It’s not that they don’t care about what you sell. They do. But they care about it in a very specific way - how it solves their problems, helps them work more efficiently, or improves their business.
If your training is just a deep dive into technical specifications without any connection to real-world application, your customers won’t be engaged. And when people aren’t engaged, they don’t learn, they don’t act, and they definitely don’t buy.
It’s Embarrassing ??
Are you still training your sales team using outdated, pushy, or manipulative techniques?
If so, you probably wouldn’t want your customers in the room. And that’s a red flag.
Old-school tactics like “always be closing” or scripted objection handling don’t build relationships—they break them. Today’s buyers are savvy. They see right through these techniques and will push back (or just walk away).
If you’d be embarrassed to have customers sit in on your training, it’s worth asking: why are you training that way in the first place?
It’s Nonexistent ??
A surprising number of companies simply don’t do sales training.
That might be because they don’t think they need it, they don’t have the time, or they assume their sales team already knows what to do.
But here’s the reality:
Without regular training, your team is likely using outdated strategies without realizing it. Worse, they could be losing deals for reasons they don’t even understand.
If you aren’t training your sales team, you can’t invite your customers - because there’s nothing to invite them to!
Your Customer Relationships Aren’t as Strong as You Think ??
This one stings a little.
If the thought of inviting your customers to sales training makes you feel uncomfortable, it might be because your relationship isn’t as close as you assumed.
Think about it:
If you can’t imagine inviting your customers to be part of a conversation about how to work together more effectively, that’s a sign your relationship may not be as collaborative as it could be.
The Opportunity: Running Sales Training WITH Your Customers
If none of the above apply, then you have a huge opportunity.
Bringing your sales team and customers into the same training session can:
? Improve collaboration
? Align expectations
? Accelerate decision-making
? Strengthen relationships
? Ultimately, drive better results... faster
But you can’t just throw a typical sales training session together and expect it to work. You need a structured approach that creates value for both sides.
How to Structure a Sales Training Session WITH Your Customers
If you want to run a training session that benefits both your team and your customers, here’s a proven framework to follow:
1. Hat Swap – Set the Right Mindset for Collaboration
Most sales training is focused on selling to customers. This session is different - it’s about working with them.
To get the best results, start by creating the right mindset:
When everyone in the room sees the session as a partnership exercise rather than a sales pitch, real progress happens.
2. Develop a Value Proposition Together
Most companies assume their value proposition is obvious. It’s not.
A great value proposition isn’t just about what you think makes your product great - it’s about what your customers actually care about.
This exercise walks both sides through the process:
Step 1: Define the value Identify the external drivers impacting your customers Link those drivers to their key challenges Consider THEIR solutions to addresses those challenges Connect that solution to the KPIs they measure
Step 2: Build the value proposition Frame YOUR solution in terms of strengths, proof, and essence Align messaging to what matters most to customers Make it easy for buyers to sell internally to their own stakeholders
3. Map the Buying Journey
Sales teams often focus on their sales process - but the real magic happens when they align with the buying process.
Walk through the journey together from initial idea to implementation
When your team understands the buying journey from the customer’s perspective, they can sell more effectively and remove friction from the process.
4. Identify Key Stakeholders
One of the biggest reasons deals stall? Talking to the wrong people at the wrong time.
Use the session to:
5. Refine the Message
Good communication is about delivering the right message, to the right person, at the right time.
This section helps teams sharpen their messaging, ensuring they address:
It's all designed to come together nicely
Want to Try This for Yourself?
I believe in this approach so much that I’m willing to put my money where my mouth is.
I’ll run a 50% discounted training session - but only if you invite your customers to join.
Yes, a sales trainer offering a discount. It sounds a bit backwards, I know.
Especially when you consider
More people in the room = richer conversations
More collaboration = faster results
More alignment = stronger long-term partnerships
And ultimately? You won’t need me again - because you’ll have the framework to do this yourself.
So, what do you think?
Do you want to work with your customers or just sell to them?
Your choice
Fast start ways to work with us - 'Easy as ABC'
Develop your collaborative selling approach via
Designed to allow 'fast start' for those wanting to get ahead of the game
Booking now for November/December
Each costs ￡2500 +VAT
Stop selling and start collaborating... HERE
Things addressed this month
''Orange Hat Thinking" a mix of the De Bono thinking hats to come up with practical solutions for sales issues
ETHICAL Model: Collaborative relationship building
Can you imagine transforming your sales strategy from transactional to truly collaborative?
On this fifth episode of the Sales Today mini series, I share how adopting a partnership mindset can revolutionise your sales approach.
Building upon the core themes of my book, "Ethical Selling," we unpack the significance of shifting from 'me' to 'we,' and why buyers in complex B2B environments seek partners rather than mere vendors.
Discover how fostering relationships based on trust, understanding, and mutual success not only secures long-term achievements but also makes you an indispensable part of your client's journey.
领英推荐
We uncover the art of co-creating solutions that align with clients' long-term goals, enhancing your value as a sense-maker.
With insights drawn from over two decades of experience, this conversation is filled with practical advice on how to act like a partner and enhance your sales effectiveness.
Whether you're aiming for upsell opportunities or looking to solidify renewals, learn how collaboration can be your key to unlocking potential and creating lasting business success.
Step into the future of sales and see how thinking and acting like a partner can elevate your impact in the sales world.
Listen HERE
ETHICAL Model: Adaptive negotiation
Ever wondered how to secure a deal without compromising your integrity or relationships?
In today’s episode on the Sales Today podcast we unravel the secrets of adaptive negotiation that goes beyond the old-school notion of win-lose tactics.
This episode is your guide to mastering negotiation skills that are both ethical and effective, ensuring win-win outcomes that build trust and long-term partnerships.
I share how tapping into the power of flexibility and understanding customer goals can lead to better offers and repeated business.
Through enhanced listening and questioning techniques, learn how to identify tradable variables and establish clear walkaway points, all while maintaining a collaborative mindset.
Continuous growth is key in staying ahead of the competition and the need for ongoing learning to maintain that competitive edge.
Explore strategies that encourage ethical selling practices and keep sales professionals relevant in today's fast-paced market.
Listen HERE
ETHICAL Model: Learning and growth
What sets the good apart from the great in the fast-paced world of sales?
Could it be the mindset with which we tackle both triumphs and setbacks?
This final episode of the mini series we navigate the ever-evolving sales landscape where buyer expectations, innovative tools, and fierce competition redefine the game.
At the heart of our discussion is the final component of my book "Ethical Selling"—the importance of learning and growth.
Top salespeople understand that success is a journey, not a destination, and to remain effective, they must embrace continuous learning.
We unpack the concept of a growth mindset, introduced by Dr. Carol Dweck, and discuss how embracing challenges, seeking feedback, and learning from experiences are crucial for staying ahead in today's fast-paced world.
Listen in as we highlight the power of reflection as a tool for personal and professional growth.
By revisiting past experiences—both successes and failures—we can identify what worked, what didn’t, and what we can do differently next time.
This reflective practice is straightforward yet powerful, enabling us to continually improve and thrive.
We contrast this with a fixed mindset, where abilities are seen as unchangeable, and setbacks are perceived as personal failings.
Embrace the growth mindset to rise above the rest and harness every challenge as an opportunity for improvement.
This episode is packed with insights to help you stay resilient, relevant, and on the path to success.
Listen HERE
Developing confidence to use socia media in sales
Ever felt the weight of imposter syndrome in a competitive industry?
Let us take you on Nia Woodhouse 's transformative journey from self-doubt to self-assurance as she navigates the sales landscape with the power of social media.
We unravel the concept of the "duff pancake," demonstrating how those initial, clumsy steps in content creation are not just inevitable but essential for growth.
Discover how Nia found her voice in a male-dominated field, turning timid beginnings into a confident presence on platforms like LinkedIn.
Her story shines a spotlight on the importance of consistency in social selling and the magic that happens when you blend personal insights with professional branding.
Through the art of storytelling, Nia shares her secrets to crafting content that doesn't just inform but also connects deeply with audiences.
We delve into the delicate dance between authenticity and relatability, emphasising how personal stories trump AI in creating content that resonates.
Join us as we explore strategies for overcoming fears in content creation, the pivotal role of mentorship, and the surprising joy found in collaboration.
This episode is a vibrant testament to the power of embracing the creative process and using personal narratives to bridge the gap between seller and customer, ultimately inspiring growth and new opportunities.
Listen HERE
Is AI ruining our thinking?
Could AI be stifling your creativity?
Join us for an engaging discussion with Zsike Peter ????♀? , the bold entrepreneur who embraced a "vampire" theme to create a standout brand identity.
Through Zsike's unique journey, we explore the importance of crafting an original and memorable personal brand in today's cluttered digital marketplace. We discuss how daring to be different can capture attention and resonate with like-minded clients, and why larger companies might shy away from stepping outside their comfort zone.
Discussing the challenges of AI-generated content, we highlight the critical balance between efficiency and maintaining a unique personal voice.
While AI offers speed, it risks flattening the creativity and authenticity that make content truly stand out.
As we address the ethical dimensions of outsourcing creativity to AI, we raise concerns about automation bias and the erosion of emotional intelligence in leadership.
What happens to our innate ability to strategise and connect on a human level when we lean too heavily on technology?
This conversation underscores the importance of maintaining emotional awareness in an increasingly automated world.
Listen HERE
Using humour in sales
Jeff Hatten ?? an innovator in the sales world, shares his incredible journey of turning the once drab networking site into a lively stage for humorous and engaging content. Hesitant at first to mix humour with business, Jeff reveals how embracing his unique personality not only captured attention but also brought a much-needed vibrancy to sales communications.
We take a closer look at the inspirations behind his comedic approach, including influencers like Tom Boston, and discuss how Jeff's content breaks away from the mundane norms of professional networking.
Content marketing takes center stage as we discuss how humour and personal insights can build trust and credibility.
By weaving authentic stories and amusing anecdotes into sales pitches and communications, sellers can foster genuine connections with their prospects and clients.
Discover how standing out with personal and educational content, as opposed to traditional company materials, can enhance reputation and credibility.
We also explore the strategic power of humour and personal branding in B2B marketing, highlighting innovative campaigns and the timeless effectiveness of human-created content over AI.
Tune in to see how humour can not only enliven LinkedIn but also transform the way we connect with our audiences.
Listen HERE
Ethical Sales Strategies: Building Trust and Solving Business Challenges
Are your sales strategies creating loyal clients, or are they holding you back from achieving sustainable growth?
In this episode of the CEO Sales Strategies Podcast, Doug C. Brown sits down with Fred Copestake, a sales performance expert, to explore how ethical selling builds trust and drives long-term success. Together, they uncover actionable strategies for overcoming sales challenges, aligning with client priorities, and creating win-win-win outcomes in high-ticket sales conversations. This episode is a must-listen for independent business professionals seeking sustainable growth through customer-centric and performance-driven sales techniques.
Key Highlights:
How Ethical Selling Builds Client Trust and Loyalty
The Importance of Building Rapport in High-Ticket Sales
Aligning Sales Strategies with Client Priorities for Growth
Creating Win-Win-Win Outcomes in Ethical Sales
Addressing Sales Challenges with Trust-Based Techniques
Boosting Revenue Through Performance-Driven Sales Strategies
Why Customer-Centric Sales Leads to Long-Term Success
Listen HERE
Engineering Special - 15 Elements Your Sales Process Needs... Now!
Don't fall behind!
Refine your sales with tools and techniques that work today
LIVE! and completely FREE to attend
Best-selling author and experienced sales trainer, Fred Copestake, will share practical insights into building a systematic approach for engineering salespeople to ensure they stay relevant and valuable.
This workshop is brand new based on the challenges that many of those working to sell engineering solutions have based on what Fred has identified from working with clients all over the world.
Many salespeople struggle to adapt their approach to one that is effective today. As a result, they are running a risk of becoming irrelevant to their customers.
Fred will explore:
- Why do salespeople get tired and stressed?
- Why are so many sales interactions boring for customers?
- Why do organisations set salespeople up to fail?
He will then share a blueprint and 15 vital component parts to ensure salespeople can work on
> Right opportunities
> Right research
> Right conversations
> Right solutions
> Right outcomes
You should attend if:
- You are involved in B2B sales and find your approach isn’t working as well as used to
- You feel like you are wasting opportunities that should be won
- You use a highly technical approach to selling that doesn’t always wow customers
- You are frustrated that you can’t keep customers engaged through the process
- You are fed up with always having to discount to win business
- You want peace of mind that your sales plan will work
- You frightened that the pace of change in the world of sales is too fast
- You are concerned your competitors are doing something different but don't know what
Every participant will be given access to tools to help them build and implement an effective modern approach - their blueprint
Places are limited by the platform we use so please make sure you're quick to secure your spot
Thursday 19th February 2025 @ 13:00 (UK time)
Register HERE
Collaborative Selling Scorecard
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1 个月Saying you're different is easy, proving it through action is where the real impact happens. Fred Copestake
The Weirdest Sales Trainer ???? Who Says Cold Calling Can't be FUN?! | Pineapple on Pizza is a Crime | Fan of Stoicism
1 个月Serious effort??? It's not what people are here for!!