B2B Sales: How to connect with customer problems and sell more.

About the GuestFred Copestake is a sales trainer and consultant at Brindis with 25 years’ experience across 38 countries, training 10,000+ salespeople. Author of Selling Through Partnering Skills (2020), Hybrid Selling, and Ethical Selling (2024), he helps engineering and manufacturing teams adopt collaborative, problem-led selling that supports sustainable growth.Key Topics in This EpisodeWhy relevance beats mass personalisation in B2B sales for manufacturersMoving from product talk to problem, outcome and value in manufacturing salesA simple five-part approach: find fit, research deeply, act as a sense-maker, co-create the solution, deliver outcomesAvoiding the “entitled approach” and the engineering “super-ego” in technical sellingWhat hybrid selling looks like now, and when to prioritise in-person contactCutting through noise in lead gen: short video, well-structured calls, and useful LinkedIn postsUsing account-based marketing principles to target the right manufacturers and stakeholdersA weekly rhythm for sales development for manufacturers: educate, engage, enticeWhat’s Next?If you’re tightening commercial focus while modernising operations, pair this episode with Flowlens’ free FEARLESS Digital Transformation eBook. It outlines practical steps for change management and systems adoption so your business development for manufacturing firms aligns with how you actually deliver.Further Reading & ResourcesDownload the free FEARLESS Digital Transformation eBook – FlowlensFred Copestake on LinkedIn (scorecards and resources)Brindis – Sales training and consultancy for engineering and manufacturing teamsFlowlens websiteEnjoying the Podcast?Follow Made to Grow and leave a short review to help other SME manufacturers find useful manufacturing insights.