Mastering Sales and Negotiations

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 pressure can create beautiful dashboards but weak conversations, and why treating sales as a craft (not a personality trait) changes everything. You’ll hear how SPIN Selling gives teams a shared commercial language that works at every stage of growth; from protecting customer discovery in early-stage chaos to creating consistent, coachable deal reviews in complex scale-ups. Whether you’re building something new, scaling fast, or trying to lift commercial capability across sales, CS and leadership, this conversation is packed with practical stories, tough lessons, and real-world ideas you can apply immediately.  

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 means doing more of what you love and less of what you don’t

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 “executive AI blueprint” actually looks like.We explore the practical side too: where AI genuinely improves sales effectiveness, how high‑performing teams use AI for deep account research, and what separates the reps who thrive with AI from those who give up too early.Casper also shares why commercial mindset is becoming one of the most important human skills in an AI-enabled world — and what the next 3–5 years will mean for the role of the salesperson.Packed with practical examples, honest reflections, and lessons from both successful ventures and failed experiments, this episode gives leaders a grounded, actionable view of what it really takes to build an AI‑first sales organisation.

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&D leader, a conference regular, and an expert in turning behaviour change into real-world commercial outcomes. In short - he knows his stuff. Together, we’ll break down the practical actions you can take to improve the quality of your questioning, elevate your listening, and turn customer conversations into insights that drive renewal, trust and long-term value. Let’s dive in.

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, develop messaging that resonates deeply and differentiates in competitive markets.Join us as we unpack practical strategies and real-world examples that show how listening can be your most powerful sales and marketing tool.

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 the key takeaways from that discussion — from the art of internal persuasion to the traits that separate good suppliers from truly great partners. And why Robin? Well, he’s a leading figure in the learning and development space, a regular speaker at global conferences, the author of two books on learning culture, and a former Sales Director who’s been in the hot seat of high-stakes negotiation himself. In short, he knows his stuff. Let’s dive in.

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 category managers and marketing to finance and operations. Discover how the best Trading Directors navigate competing priorities, secure stakeholder buy-in, and align diverse departments behind a unified commercial strategy.We also explore what separates good suppliers from great ones when it comes to the negotiating table. Our guest shares real examples of how suppliers who understand the challenges supermarkets face can transform potentially difficult negotiations into collaborative partnerships—and why preparation and fluency in "buyer speak" can be the difference between a rejected proposal and a long-term contract.Whether you're in retail buying, supplier management, or interested in the tough commercial mechanics of the supermarket industry, this conversation offers rare insights into the negotiations of those who decide what lands on Britain's shelve - and at what price. 

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 very well known in the L&D industry, addresses leaders all over the world at conferences and summits, is the author of two books around learning culture and has walked in Sales Director shoes himself.  Suffice to say, he knows his stuff.

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 breaks down:✨ The moments where AI supercharges sales✨ The moments where only humans can win the deal✨ Why emotional intelligence is becoming the ultimate sales differentiator✨ How to “add value, not noise” in an AI-saturated worldOne you don’t want to miss!

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 proven approaches that resonate across industries, teams, and roles.

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 time to build working relationships. 

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

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.  

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.

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.

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. 

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    

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 

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 should you do? It's rarely the case that you should walk away. Indeed, in most instances, provided you recognise what's happening, you can address the situation and swiftly bring it back to a better place. With over 50 years of negotiation experience behind them, our panel discuss the most common dirty tricks in negotiation used together with strategies to counter them and how to turn tricky scenarios into profitable relationships. 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/dirty-tricks-in-negotiation