Mastering Sales and Negotiations

Latest Episodes:

The Evolution of Sales Events - Three Key Takeaways Jun 18, 2025

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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 when interacting with customers, listen in to the latest episode now.

The Evolution of Sales Events – Driving the Transformative Journey Jun 04, 2025

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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 events organisation has witnessed and responded to the emerging needs of sales professionals across the UK.

From technical experts to commercially effective salespeople Apr 22, 2025

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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 conversations.

From tech talk to revenue: Turning technical expertise into sales success Apr 11, 2025

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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 explores the mindset shift necessary to turn deep technical knowledge into impactful, customer-focused sales conversations, covering the essential role of managers in supporting that transition and how to avoid common pitfalls like feature dumping, instead of focusing on the customer truly needs and wants.

Aligning Sales & Marketing for Maximum Impact Mar 05, 2025

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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 Feb 18, 2025

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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 Jan 23, 2025

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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 Jan 03, 2025

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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.

Negotiating For You Dec 19, 2024

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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, Huthwaite’s thought leadership platform where you can find a whole host of tips and advice at https://info.huthwaiteinternational.com/effective-negotiation-skills

The Ten Commandments Dec 19, 2024

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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 information, visit Horizons, Huthwaite’s thought leadership platform where you can find a whole host of tips and advice at https://www.huthwaiteinternational.com/horizons/the-ten-commandments-of-negotiation