Selling To Corporate

What this episode is about

If you've been relying on warm referrals and introductions to bring in corporate clients, this episode is your wake-up call. Sales strategist Jess Lorimer breaks down the two distinct types of B2B lead generation that every coach, consultant, trainer, speaker, and done-for-you service provider needs to understand - and crucially, which one to prioritise depending on where you are in your business right now.

With the summer window for reaching corporate decision makers closing fast, Jess explains why now is the time to audit your lead generation approach and plug the gaps before September.

Who this episode is for

• A coach, consultant, trainer, speaker, or done-for-you service provider selling services to corporate clients

• Currently relying on warm referrals or introductions to generate B2B sales leads

• Experiencing the feast-and-famine cycle in your business - busy with delivery, then suddenly with nothing in your pipeline

• Unsure whether your lead generation is failing, or whether the problem lies elsewhere in your sales process

• Planning your B2B sales strategy for Q3 and Q4 2026

Questions this episode answers

• What is B2B lead generation and how is it different from just 'doing outreach'?

• Why isn't my lead generation converting into sales?

• What's the difference between active lead generation and passive visibility?

• When should I use active lead generation vs passive lead generation in my business?

• How do I stop the feast-and-famine cycle in my B2B sales pipeline?

• How are corporate decision makers searching for external suppliers in 2026?

Key takeaways

1. Lead Generation has one job - and it's not to close sales

One of the most common mistakes coaches and consultants make is judging their lead generation by whether it produced a sale. Jess is clear: the job of lead generation is to book qualified sales calls, not to close contracts. When you blend the two, you end up blaming your lead generation for problems that might actually live elsewhere in your sales process - such as your offer, your pricing, or your proposal.

2. Active lead generation: The strategy you control

Active lead generation is any lead generation strategy that works while you are implementing it, and stops when you stop. Examples include:

• Cold email outreach

• LinkedIn outreach

• Any proactive, volume-driven outreach to decision makers

Active lead generation is entirely within your control. You set the metrics, monitor the results, and can troubleshoot what's working. This makes it the right approach when you are not yet fully booked with corporate clients - because you have the time, energy, and capacity to execute it consistently.

The risk: if you become too busy with delivery to keep it running, it stops. Which is exactly when many coaches and consultants find themselves with an empty pipeline.

3. Passive visibility: Lead generation that works without you

Passive visibility is Jess's term for lead generation strategies that build brand awareness, visibility, and inbound leads over time - without requiring you to execute them week in, week out. Examples include:

• Speaking on internal company podcasts

• Being featured in a curated directory with proactive marketing (such as the Expert Services Directory)

• Activities that help you rank in AI search tools (GEO - Generative Engine Optimisation) and Google

• Presenting at awards events or industry panels

Passive visibility strategies are compounding: they build over time. They are not designed to produce a sales call every single week, but they ensure that when a corporate decision maker goes looking for an external supplier, you show up. In 2026, decision makers are actively searching for external suppliers online. If you are not visible in those searches, you are invisible to them.

The risk: passive visibility alone is not enough if you have no clients yet. You need to understand your messaging and what works before you can hand it off or systematise it.

4. You need both - at different stages of your business

Active lead generation and passive visibility are not either/or. They serve different purposes at different stages:

• Not yet fully booked with clients? Prioritise active lead generation. Use the time and capacity you have now to fill your pipeline before it's too late.

• About to be fully booked or in a heavy delivery period? Start building your passive visibility now so your brand continues to generate leads while you're delivering.

• Relying only on warm referrals? You are not in control of your lead generation - and your business is more vulnerable than it looks.

5. The summer window is closing

If you are based in the UK, you have roughly until the second week of July before corporate decision makers become significantly harder to reach. For those in Central Europe or the US, that window closes around mid-June. If you do not have a pipeline of qualified leads generating sales calls now, you need to act before that window shuts.

Key Quotes

"The job of lead generation is to book qualified sales calls, not to make sales."

"Decision makers are searching actively for external suppliers. If you're not doing anything on that passive visibility front, you're not going to show up in search."

"Active lead generation is completely within your control. And there are times in your business when you have the time and energy to be able to implement it - use them."

Resources + Links Mentioned in This Episode

Join the B2B Sales Edit: Busyness to Business

Weekly newsletter for coaches and consultants; sharing the real B2B sales techniques that have taken over 30,000 sales processes from busy -> balanced and profitable.

https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%

Episode sponsored by The Expert Services Directory: Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

A curated directory that proactively markets your services to corporate decision makers every month. Standard listings reach 1,000+ decision makers per month; Directory Plus listings reach 2,000+. Only 10 suppliers per category.

• Standard listing: 1,000+ decision makers per month

• Directory Plus listing: 2,000+ decision makers per month

• Application required - not all applications are accepted

Cold -> Closed

The self-paced B2B sales experience for coaches / consultants/ speakers / trainers and done-for-you service providers who want scalable, sustainable sales from brand new corporate clients in 90 days or less.

https://smartleaderssell.thrivecart.com/-cold-to-closed-product/

If you've enjoyed listening to Two types of B2B lead generation that coaches + consultants need to use, check out these episodes.

• STC173 - B2B Sales Trends for Q2: Which One Are You Actioning? https://directory.libsyn.com/episode/index/id/40894390

• STC169 - Why 'Normal' Communication Is Stopping You Feeling Confident with Sales Communication https://directory.libsyn.com/episode/index/id/40172105

• STC167 - Are You Speaking to Decision Makers or Influencers (and Why It Matters) https://directory.libsyn.com/episode/index/id/39846375

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

In this episode Jess explores the complexities of procurement, including bids, tenders and preferred supplier agreements. If you've been looking at these as a shortcut to big contracts Jess shares the competitive realities of these processes and why they are rarely the 'easy win' they appear to be.

With many decision makers often out of the office throughout the summer months it's vital to prioritise the right business development activities and tighten up your sales strategy so tune in to learn why a sharp strategy in May is your best defense against a quiet July

Key Topics

Definitions and Distinctions

• Learn what preferred supplier agreements, bids, and tenders actually are 14:14

• Differentiates between:

• Preferred supplier agreements (agreements to be a first point of call, often at a discount) 15:07

• Tenders (organisations inviting suppliers to quote for a specific value/project) 17:20

• Bids (suppliers' direct response/proposal to tenders) 19:15

Where to Find Bids, Tenders, and PSAs

• Understanding of public sector portals, government and council websites for sourcing 20:16

• Explains why a business model built solely on price-cutting and competitive bids often fails to scale 21:21

Challenges and Realities of Bids and Tenders

• Highlights the extreme competitiveness of the environment 23:15

• Explains that not all organisations use their PSAs or tender lists exclusively-sometimes specialist suppliers are needed 25:02

• Notes that organisations use tender/bid processes for benchmarking, sometimes wasting suppliers' time 26:36

• Points out how established relationships and proactive business development often influence selection 27:21

Lack of Control and Time Investment

• Describes the lengthy, uncertain, and often frustrating processes for suppliers 29:44

• Emphasises the value of control in one's sales process versus passive, unreliable pipeline building 30:20

• Explains the restrictions of PSA agreements (e.g. often cannot proactively contact decision makers) 31:02

Surprising Complexity vs. Perceived Ease

• Discusses the hidden work involved and misconceptions perpetuated both by proponents and internal procurement teams 32:41

• Describes frequent delays, shifting requirements, and unpredictability 33:41

Strategic Perspective for Coaches, Consultants, Speakers, and Trainers

• Advises listeners to approach bids and tenders with eyes wide open 35:12

• Explains why controlling the sales process is more stable, consultative, and ultimately preferable 36:19

• Endorses using bids/tenders as a bonus, not a core sales strategy-unless there's an established relationship 37:04

• Encourages proactive business development over reliance on tenders/PSAs 38:17

Key Quotes

• "Just because those organisations have preferred supplier lists... doesn't mean that that is always who they end up using." 24:45

• "If you don't have that relationship, prior knowledge... it's really, really difficult to get that signed off." 30:28

• "Go in eyes wide open... treat unsolicited bid submissions like a lottery ticket-a possible bonus, but not a reliable strategy for predictable income." 38:08

• In some cases, being on a preferred supplier agreement even restricts your ability to network internally within an organisation, limiting future opportunities and risking removal from the agreement if rules are broken 32:04.

• The "easy win" of PSAs or tenders is usually an illusion; substantial effort, little control, high competition, and unpredictable returns are the norm 33:41.

Key Resources Mentioned in this Episode:

Join the B2B Sales Edit https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads.

Check out The Expert Services Directory here https://expertservicesdirectory.com/

If you've enjoyed listening to Why bids + tender processes are a complete waste of time check out these episodes.

How to pep up your B2B sales before the summer slump! - https://bit.ly/SellingtoCorporate098

How to create more sales opportunities (and get your sales process moving before summer) - https://bit.ly/SellingToCorporate124

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

April is buzzing with opportunity! Companies are hiring more external suppliers than ever, thanks to rising costs for permanent staff and a shifting economy. But here's the catch - decision makers are changing how they search for experts. It's all about referrals and real expertise, not just flashy marketing or big followings.

• External suppliers are in high demand due to increased costs of hiring permanent staff, particularly in the UK, Central Europe, and America. Companies are scaling with interim, freelance, or project-based resources rather than permanent hires.

• The biggest trend change in Q1: decision makers are shifting how they look for suppliers due to an influx of unqualified or marketing-savvy but under-skilled entrants into the B2B market. This is impacting how companies find and select external experts.

• Recommendations and referrals remain the primary method for organisations to find suppliers, which presents challenges for those new to the corporate market. If you're not already known or top-of-mind with decision makers, you're less likely to get referrals, emphasising the importance of strategic business development over content creation.

We'll also explore the challenges posed by an influx of unqualified suppliers and strong marketers, and how that's reshaping corporate buying behavior. If you're aiming to land corporate clients without relying on cold outreach or a big following, stay tuned for practical advice and an invitation to a game-changing masterclass that promises to help you navigate these new opportunities.

Key Topics

Data-Driven Insights for Entrepreneurs

Instead of looking at just a few sales calls, this episode analyses thousands of data points - from finding leads to closing deals. This gives entrepreneurs a proven, data-backed plan for growth that actually works in today's market.

The Importance of Sales Strategy vs. Marketing Activity

Don't mistake marketing for sales. While many business owners spend their time on content creation and social media, these activities have a limited impact in the B2B space. If you want to land corporate clients, you need to move beyond general marketing and build a specific sales strategy designed to close deals.

Market Trends: External Suppliers in Demand

Companies are shifting away from permanent hiring. Due to the high cost of recruitment and a shaky job market, businesses in the UK and abroad are now scaling up using external suppliers and freelancers. For independent consultants, this is a huge opportunity: organisations are actively seeking outside experts to fill the gaps and have the budget to pay for it.

Shift in How Companies Search for Suppliers

A major trend from the start of the year is that corporate bosses are becoming much more cautious about who they hire. Because the market is flooded with 'influencers' who have big social media followings but little experience, companies are now more skeptical.

While these famous names grab attention, they often take spots away from more qualified experts who simply aren't as well-known. We expect to see more of these 'influencers' moving into the business world as they look for new ways to make money.

Key Takeaways

• Focus on relationship-driven sales strategies and lead generation, not just content and marketing activity.

• Emphasise your genuine expertise and track record; companies are looking for proven external suppliers.

• Prepare for unpredictability in referrals and be proactive in building visibility with your target corporate clients.

• Leverage upcoming resources like the masterclass to stay at the forefront of industry shifts.

• Avoid quick-win trends and resist lowering your prices just to compete with newcomers - quality wins in corporate sales.

If you're serious about landing consistent corporate clients, focus on genuine lead generation and proven skills. Stop racing to the bottom and start standing out where it counts.

Want to know how?

Sign up for my masterclass on 'How to Get in Front of Corporate Clients Without Cold Outreach or Having a Big Following.' The session is based on the latest data and will help you develop lead-generation strategies that work in the current environment.

Spaces are limited - secure your place by clicking the link in the show notes now!

Key Resources Mentioned in this Episode:

Click below to register for the 'How to get in front of corporate clients without cold outreach or a big following' webinar on Friday 24th April at 12 Noon.

https://my.demio.com/ref/OP47ZXbEtzvVOlWq

Join the B2B Sales Edit https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

If you've enjoyed listening to XXXX check out these episodes.

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

As we wrap up Q1 (and look ahead to Q2!), I've been taking stock of market trends and what's impacting business for coaches, consultants, and experts selling to corporates. This quarter, I've seen incredible client wins - like proposals accepted at £31,000 and larger scale training projects signed off. But I've also noticed some worrying shifts in the wider landscape.

A phenomenon I'm seeing play out is the "race to the bottom" - companies and entrepreneurs slashing prices, reducing standards and chasing quick wins.

Now's the time to stop panic selling; double down on a proven sales process and refuse to compromise on quality or value. If you've been caught up discounting offers or overwhelmed by noisy trends, use this as your cue to reset. While the market is changing, there are significant risks in adopting a 'herd mentality' without a clear strategy. Focus on what really works and set your business up for a standout year ahead.

Key takeaways for you:

• Stop waiting for change: The old "wait and see" approach isn't working anymore. Set boundaries around your sales process and dedicate time for consistent sales activities or risk being left behind.

• Don't compete only on price: Lowering your fees or creating cheaper offers can create a damaging market feedback loop. Instead, focus on quality, credibility, and premium transformation to stand out and win repeat business.

• Double down on proven processes: Relying on shiny new marketing tactics or AI quick fixes isn't a substitute for a robust sales process. The best results come from consistent lead generation, expert-led sales conversations, and strong proposals.

If your Q1 has plateaued or declined, now is the time to reset and rethink your approach. You still have nine months to turn things around in 2026 - but only if you take action now.

Key Quotes;

Race to the Bottom in Coaching: "What we are seeing is that as a result of this race to the bottom mentality where people are cutting their prices, they're trying to do everything at discounted rates, they are, you know, working often without or in unregulated areas." 00:26:3600:26:53

Quality Over Price: "I have always openly said to my corporate clients, look, I'm not the cheapest resource. But the reason that I'm not is because I'm really, really good at what I do and I've got a really good success rate." 00:33:4900:34:02

The Race to the Bottom in Pricing: "If you have lowered your prices, tried to create cheaper offers in the hope that companies will buy them, or avoided increasing your rates in the last 612 months, that is a way that you're being impacted by the race to the bottom and by public feeling around companies only wanting to buy things that are cheap." 00:46:0200:46:20

The Race to the Bottom in Online Education: "Essentially the online space has entered a race to the bottom and that means that people have compromised quality of service, they have lowered their pricing, they have compromised regulations and standards. In some places they're even compromising Core beliefs that I think are really serious around equality, around diversity, around discrimination that is exactly representative of what race to the bottom looks like, if you consider the online space as its own entity." 00:24:2900:25:12

The Hidden Risks of Relying on AI for Corporate Training: "They're paying for you to be able to go in and use your expertise and lived experience to deliver transformation. Again, fine, to use for inspiration, but I wouldn't be planning out client work using it. That is a contribution to some of those points we talked about earlier around lack of due care and quality and service provision, you know, because we don't know where that information goes and a lot of us don't know what anyone else is plugging into these models and whether they're naming companies, whether they're talking through difficult situations that they're experiencing, you know, outside of the sales process. That could be considered confidential information that then is available for somebody with a good prompt and a lot of time to get access to." 00:54:4100:55:38

Key Resources Mentioned in this Episode:

Join the B2B Sales Edit https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

If you've enjoyed listening to Racing to the bottom' (and what does that mean for revenue in Q2?) check out these episodes.

5 important things to remember when creating an offer to sell to corporate clients

https://podcasts.apple.com/gb/podcast/5-important-things-to-remember-when-creating-an/id1469526548?i=1000712712897

Creating your best B2B sales mindset (and generating more revenue!) https://sellingtocorporate.com/podcast/stc112-creating-your-best-b2b-sales-mindset-and-generating-more-revenue/

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Do you ever feel like you're hustling non-stop just to keep up with your current delivery—and then, suddenly, your sales pipeline dries up? Or maybe you go from feast to famine: booking lots of work, then radio silence, then panic?

I've been there. In fact, it's something I hear a lot from consultants and coaches so today I'm sharing the straightforward sales technique I've used for the last 10 years to sign new corporate clients every single month - even when things get busy.

Most of us get stuck in a cycle: when we're flush with delivery, we go all-in for our clients, leaving sales activity until we're running on fumes, promising ourselves we'll tackle it "tomorrow." Before you know it, there's no new pipeline… and the cycle starts over.

Why? Three key reasons:

• Pricing: Are you charging enough to justify your time, or is every new client eating into space you should use for business development?

• Forgetting Your Real Job: You're not just a consultant/coach/trainer—you're also the lead salesperson in your business.

• Reactive, Not Proactive: You spend your best energy on client delivery, leaving sales for when you're already exhausted (and it shows).

Ready? Here it is: 10 Before 10.

Every day, before 10am, complete 10 meaningful sales activities. That's it.

I started doing this in my very first corporate role - and have continued ever since:

• It puts your pipeline first, not clients' urgent requests.

• You build the habit and "sales muscle" by practicing daily, not just when the panic sets in.

• By focusing on true sales activities (not just tinkering with your LinkedIn profile!), you consistently generate leads and stay visible.

What counts as a "sales activity"?

• Proactively reaching out to new contacts or decision makers

• Sending follow-ups or chasing invoices

• Writing or sending proposals

• Anything that promotes direct sales action - NOT just passive content posting

1. Block an Hour Each Morning. No emails, no delivery work - just you and your pipeline.

2. Define Your Sales Activities.

3. Treat Sales Like Your Most Important Client. Because it is. The activities you stack up today will create clients and cash flow 90 days from now.

You deserve a business that's predictable, impactful, and sustainable - not one that leaves you drained or dreading another quarter.

Key Quotes;

Overcoming Sales Overwhelm "People are often feeling quite overwhelmed by their own sales process and particularly how they manage that with delivery." 00:08:0700:08:16

Viral Productivity Hack: "If I can do 10 sales activities every day before 10 AM, then my pipeline will always be building because I'm actively choosing to do sales activity first, which means I'm actively prioritising my pipeline first thing in the morning." 00:19:3500:19:52

"This should be a busy time for your sales process, and you should be making conversations with corporates happen now." 00:05:3200:05:40

"And that's something I've really tried to keep in my own business, is this idea of having definite decompression time where I'm just not working and not thinking about work." 00:01:0400:01:14

"The problem is, a lot of people think about, well, I'm just going to focus all in on this delivery, and then I'm going to do business development when I have the energy. That is really difficult because unfortunately, if you are in that pattern - and you'll recognise it instantly if you are - when that happens, you operate in this feast-famine cycle because your business has to." 00:09:3100:10:04

"There are so many things that fall under sales activities that do not involve any social media platform or any content creation that you absolutely should be prioritizing each day." 00:20:4600:20:57

Avoiding Burnout in Business: "It is a recipe for A, hating your sales activity forever, and B, burning out you know, and actually not enjoying the business that you've spent so much time and energy to create." 00:23:0900:23:22

Key Resources Mentioned in this Episode:

Join the B2B Sales Edit https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

If you've enjoyed listening to The simple sales technique I use to sign corporate clients every month, why don't you check out this episode.

Are you speaking to decision-makers or influencers (& why it matters!)

https://bit.ly/SellingToCorporate167

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Like so many of you, this past year brought about a series of incredibly heavy personal trials. From the grief of a painful family loss and the almost constant and unexpected challenges of finally moving into our 'forever home,' it felt as though the floor was constantly shifting. On top of that, I faced a cancer scare that put everything into a different perspective. I'm sharing this now because I believe in being transparent about the reality of the 'uphill battles' we face behind the scenes; it has been an exceptionally tough road.

I'm focusing on the delicate balance of professional support in today's podcast. While having a solid network of peers is essential for any entrepreneur, there is a growing trend of relying on these circles for the wrong reasons which is why I'm breaking down the distinction between accountability and expert advisory, and why confusing the two can stall your progress. I'm also highlighting how to ensure your inner circle supports - rather than hinders - your sales growth.

There are also some exciting updates for my newsletter subscribers, I've made some changes to my newsletter and, if you'd like to keep up with my latest thoughts, email me for the link to The B2B Sales Edit

In this episode I'm sharing;

• A Personal Update: Reflections on moving past last year's hurdles, a major health victory, and why I'm leaning further into my writing and the new B2B Sales Edit newsletter.

• The Power (and Limits) of Peers: Why a community of like-minded founders is vital for your mindset, but why they shouldn't be your primary source of strategic business advice in a tough economy.

• Accountability vs. Advisory: Understanding the distinction between someone who cheers you on and someone who has the expertise to troubleshoot your sales process.

• The "Fear Mirror": How peers often unknowingly project their own business anxieties onto your strategy, whereas an objective advisor remains focused on your specific goals.

• Protecting Your Professional Friendships: Why the "free advice" dynamic can create an imbalance that eventually erodes valuable relationships.

• The Sales Safety Net: Why you need a robust system and the internal skills to troubleshoot your own sales, rather than crowdsourcing your most critical business decisions.

Key Quotes;

"I believe that having a peer network who genuinely understand what you're trying to achieve, understand why you're doing the things that you do, understand how to help you stay accountable to your goals and who can help challenge you in those moments where you're having those mindset wobbles around, can I really do this, and who can motivate you to take action even when you don't really want to. I think that is invaluable, I really do." - 00:20:0400:20:36

"I think there's always a lot of guilt around investment in self, and that's before the economy changed. As disposable income gets less, there's also this almost fear, "what if I make the wrong investment?" - 00:23:4100:23:57

"It's also good to be busy with sales activity. So if you're somebody who has found that your motivation and your accountability has maybe been a little low, drop me a line, get yourself onto the newsletter list, get yourself a little, I don't know, a pep up a couple of times a week just to make sure that you're actually doing the right things for your business." - 00:01:3100:01:53

"It can also be really difficult to consistently be the smartest person in the room, or the person who feels like they're giving the most, you know, the person who feels like they're always organizing the co-working, or the person who feels like they're always the one giving out the referrals, or the person who feels like they're always the one sharing tips and advice but not ever getting it back, or certainly not to the degree that they're putting in. That becomes really hard, and sometimes that can actually break down friendships and things." - 00:35:5800:36:31

"Accountability and having accountability and motivation from your peers is wonderful, but it's absolutely not the same as advisory, and it shouldn't be used as such." - 00:39:0900:39:21

Key Resources Mentioned in this Episode:

Join the Newsletter: Want the link to The B2B Sales Edit? Email me at [email protected] and I'll get you added to the list.

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

If you've enjoyed listening to 3 reasons that peer led accountability could be costing you more business than its winning, why don't you check out this episode.

Are you speaking to decision-makers or influencers (& why it matters!)

https://bit.ly/SellingToCorporate167

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Today Jess tackles the surprisingly overlooked issue that's stopping entrepreneurs and sales professionals from landing corporate clients: a communication gap that's causing more trouble than you think.

Forget "mindset." It's all about how you communicate.

After working with thousands of entrepreneurs and professional salespeople over 18 years, Jess has noticed a universal fear: nobody wants to come across as "salesy, sleazy, or pushy." But here's the breakthrough - this isn't a mindset problem, it's a communication one. If your messaging doesn't make it crystal clear what you do and how you help, decision-makers will tune out. Worse, they might feel "stupid" and avoid engaging altogether.

Are you making sales too complicated? From job titles to lead generation to elevator pitches, Jess shares real examples where entrepreneurs are unintentionally alienating potential buyers:

• Job titles that sound clever but are confusing.

• Lead generation messages stuffed with buzzwords but lacking clarity.

• Elevator pitches packed with expertise but out of touch with what buyers actually care about.

The simple truth? Clarity wins. You don't have to prove you're the smartest person in the room - just make it easy for decision-makers to understand what you do.

Jess's Sparkling Sales Advice:

• Wear your intellectuality subtly.

• Make your messaging accessible.

• Help buyers feel comfortable enough to ask questions and start conversations.

• If your 5-year-old godson wouldn't get it, it's probably too complex!

• Simplicity Wins: Whether through your job title, outreach, or elevator pitch, keep your messaging clear.

• Make It Accessible: The best salespeople can explain complex solutions in ways anyone can understand - and that's what builds trust and opens doors for meaningful dialogue.

• Invite Conversation, Not Intimidation: When people feel comfortable, they ask questions and engage. If you make them feel stupid, they'll simply opt out.

Key Quotes;

Are You Making It Harder for Decision Makers to Buy? 00:10:1100:10:23

"Am I actually making it easy and simple for decision makers to buy from me, or am I unwittingly making this so much harder than it needs to be?"

Why Confusing Messaging Kills Sales 00:26:4800:27:05

"And that is a big sales problem, because when we put other people into that position where they don't understand something, A, it's impossible for them to buy anything, and B, they feel stupid. And when people feel stupid, they don't buy, right?"

The Gift of Simplicity in Sales 00:33:3200:33:51

"The most gifted salespeople are the ones who can take something that is so incredibly complex and make somebody who doesn't have that same level of technical expertise or capability understand, and understand why it's relevant to them, that is a gift."

The Power of Simplicity in Networking 00:40:1600:40:45

"It's not that I don't do all the things, it's that there is no point in saying all of the things to people who won't know what they are and won't be interested. And that's the same for you, you know. Think about the difference between all of the things that you can do and the things that actually give people the ability to have a conversation with you, that give them the ability to ask questions without feeling dumb."

Key Resources Mentioned in this Episode:

Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year's inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

If you've enjoyed listening to 4 focus areas to smash your sales goals in the first 90 days of 2026 check out this episode.

Sales planning season is here... what do you need to consider?

https://bit.ly/SellingToCorporate139

If you would like to sign up for our weekly newsletter to stay in touch with the latest B2B sales tips and techniques click https://sellingtocorporate.com/newsletter/

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Time is flying, and if you haven't started building your B2B sales pipeline yet, this is your wake-up call but only if you leverage it strategically. Focus on proactive lead generation, reset boundaries, and get clear about your sales process so your network actually supports your revenue goals.

In this episode Jess challenges the popular adage that "your network equals your net worth." While your connections are valuable, relying solely on warm contacts can lead to a dangerous plateau - and the dreaded "free consulting" trap.

If you are a coach, consultant, or service provider tired of "picking your brain" coffee chats that never turn into revenue, this episode is for you.

In this episode, we cover:

• The "Network" Myth: Why relying only on warm contacts is limiting your growth in the current B2B landscape.

• The Free Consulting Trap: How to stop doing busy work and start focusing on revenue-generating activities.

• Cold vs. Warm Leads: Why you need a balance of both to build a sustainable pipeline.

• Setting Boundaries: Practical advice on how to retrain your network to support your business goals (without being rude!).

• Tools for Growth: How resources like the Expert Services Directory can boost your visibility to both warm and cold prospects.

Make this your "Sales New Year." It's time for some tough love, honest stories from the frontlines, and actionable strategies to get you booked.

Key Quotes;

"We are five weeks into this year. And I know that it seems like we've got endless infinite time and possibilities to do whatever we like, but we actually don't. Most people will work 48 weeks of this year, which means that if you're somebody who's working 48 weeks this year, you only have 43 left to create the sales results that you're looking for this year. And if you work fewer than 48 weeks in the year because you are doing other excellent things like taking summer holidays off or traveling or spending time with family, you have fewer than 43 weeks left of this year to be able to create the sales results that you want. And I think that's motivational /terrifying." 00:02:0600:02:55

Defining Your Network "And for the purpose of today's episode, I'm going to define network as being your social or professional contacts. And I think that's really important because over the years I've realised that, you know, sometimes people can be unclear about definitions." 00:15:3600:15:53

"Essentially, as business owners, we've been kind of conned into the mentality that if we just give real free value all of the time, that people buy from us, but it's not happening." 00:28:4200:29:03

The Real Reason Businesses Dipped: "I think that actually it was a really good demonstration of the fact that people had not implemented sales skills, techniques and or processes into their business last year." 00:04:1700:04:29

The Limits of Warm Networks in Business "Warm contacts and warm networks will only get you so far." 00:06:2100:06:26

The Real Danger of Ignoring Cold Leads "Because if you do not, the risk is not that you might end up in a position where you don't have any cold leads and you don't have any sales calls and you don't have any pipeline because all of your warm leads have been used up. You will experience that issue and when it hits, you will be in a position in your business where you are quite likely to already be investing in expensive kit or where you may have brought associates on to do some delivery who you need to pay." 00:07:5800:08:31

Maximising Lead Generation with the Expert Services Directory "When you join and list yourself on the directory or list your business on the directory, we do proactive marketing to decision makers around the UK so that they can get in touch with you about your services." 00:13:1600:13:16

Key Resources Mentioned in this Episode:

Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year's inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

If you've enjoyed listening to 'Is being a great networker costing you B2B sales?' check out these episodes.

Three things you can learn about the B2B sales process... from my wedding

https://bit.ly/SellingtoCorporate078

Three exciting ways to optimise your B2B sales process (and land more corporate clients!)

https://bit.ly/SellingtoCorporate092

If you would like to sign up for our weekly newsletter to stay in touch with the latest B2B sales tips and techniques click https://sellingtocorporate.com/newsletter/

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Wondering why your lead generation efforts aren't landing sales? In this episode, I'm sharing the key difference between decision makers and influencers in corporate organisations - and why targeting the right people will transform your business. Consistency matters and so does knowing who truly holds the budget and sign-off power. Build relationships, but be strategic.

You'll learn why consistency trumps any "magic" lead generation method, and how focusing your energy on the right contacts can be the difference between wasted time and revenue growth. Whether you're a coach, consultant, speaker, or trainer looking to supplement your lead generation, this episode goes deep into practical strategies—and offers actionable advice to help you build relationships that truly move the needle for your business.

Ready to unlock the secrets to better B2B sales and start this year off strong? Tune in, get inspired, and learn how to have more impactful conversations (and more closed deals) with the people who count.

Key Takeaways:

• Qualified Lead vs. Influencer: Decision makers are those with the job title, remit, and budget autonomy to actually buy your services. Influencers may champion you internally or help you understand organisational needs—but without buying power, your efforts might not convert to sales.

• Volume and Consistency Matter: Lead generation isn't about finding a single "magic bullet" strategy. Whether you use email, LinkedIn, networking, or speaking gigs—consistency in executing your method and clear targeting are what drive results.

• Don't Get Stuck on Dead-End Relationships: If you're spending hours on calls with people who love your insights but never have purchasing authority, it may be time to re-evaluate your prospect list. Pouring energy into non-reciprocal relationships is wasted time (and money).

• How to Qualify a Decision Maker: Ensure your contacts tick these boxes:

• Their job title aligns with responsibility for your expertise.

• They hold autonomous budget.

• They have sign-off power for purchases.

• Influencers Still Matter—Just Differently: Influencers can introduce you to decision makers or champion your offer internally. But remember, if a relationship isn't productive or mutually beneficial, set boundaries so your focus stays on revenue-generating prospects.

Key Quotes;

The Real Challenge of Lead Generation "One of the major challenges is that people aren't always generating the right kind of leads." 00:03:0100:03:05

Why Your Outreach Isn't Getting Results "If you haven't worked on the quality and volume and targeting pieces of whatever, whatever outreach strategy you employ, whether it's email, whether it's LinkedIn, whether it's speaking, whether it's networking, whether it's any executive effort, you are not going to see the result you want." 00:17:2300:17:41

The Hidden Pitfall in Sales Strategies Quote: "Most people are not doing that in their sales process and as a result, it means their sales process is stalled. And it means that they're, I'm going to use the phrase wasting time because they're spending lots and lots of time and energy on cultivating relationships with influencers who are not going to be able to push them up the chain to the, to the actual sale." 00:23:5100:24:16

The Importance of Building Relationships Across All Levels "Even junior employees are important to know because one day they will get jobs that are in leadership positions where they are a decision maker. So it's important to create relationships with everybody." 00:37:5200:37:54

Key Resources Mentioned in this Episode:

Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year's inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

If you've enjoyed listening to Are you speaking to decision-makers or influencers (& why it matters!) check out these episodes.

Generating Corporate Leads https://sellingtocorporate.com/podcast/stc002-generating-corporate-leads/

How to find the right decision maker in corporate organisations

https://sellingtocorporate.com/podcast/stc022-how-to-find-the-right-decision-maker-in-corporate-organisations/

If you would like to sign up for our weekly newsletter to stay in touch with the latest B2B sales tips and techniques click https://sellingtocorporate.com/newsletter/

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Kicking off 2026 with fresh energy, strategic focus, and real results!

If you're tired of 2025's energy (or sugar overload), feeling fired up or easing yourself in and want to actually MOVE the needle in your business, your first 90 days of 2026 can pave the way for your best year in business yet. Rather than letting last year's challenges linger, now is the moment to reassess, refocus, and apply some simple, strategic changes that will actually move your business forward.

Here's the four-step crash course, straight from this week's episode:

Pause before diving headfirst into new strategies. Objectively look back at the activities that generated results for you last year—and just as importantly, the ones that didn't. No self-criticism, just honest reflection. If you need help being objective check out the podcast episode "Sales planning season is here" to help you map out and analyse your sales activities without falling into the self-doubt trap. Link to podcast is in the key resources section.

2. Let Go of Wasted Time and Ineffective Activities It's not just about what didn't work, but also those things that sapped your energy without any ROI. Sometimes, we continue with activities simply out of habit or uncertainty. If something isn't bringing you leads, revenue, or joy, give yourself permission to stop for at least 90 days. There are plenty of ways to generate leads; don't get stuck on the "shiny object" that isn't serving your goals.

3. Supercharge Your Lead Generation The secret sauce for a breakthrough year is consistent, high-quality lead generation—with corporates, not just anyone. Jess explains why Q1 is especially crucial:

• Many decision makers change jobs in January, so old contacts may have moved on.

• Relying on last year's leads can leave you stuck if you realise too late that your pipeline has dried up.

• Most people pause for major holidays and during the summer, making now the ideal time to load your pipeline for the calendar year.

Choose a lead generation method that fits your strengths and priorities, become proficient at it, and above all, be consistent.

4. Hone Your Sales Call Skills After all, leads only become revenue if you can handle the sales conversation. Jess stresses the need to build "muscle memory" for running effective, structured sales calls. Many salespeople—both new and experienced—fail here by not preparing well enough or treating every call as just another friendly chat instead of a targeted conversation. Mastering calls in Q1 not only boosts your conversions but sets up a pattern of confidence and competence for the rest of the year.

• Audit last year's efforts with compassion and objectivity.

• Cut out energy-draining activities—even if "everyone" else is doing them.

• Get serious about proactive lead generation NOW.

• Sharpen your sales call skills so you don't lose out on hard-won opportunities.

Key Quotes;

Maximising Your First 90 Days 00:16:2700:16:50 "It's really, really important that when you think about making the most of your first 90 days of 2026, you look at, well, what actually prod result it was supposed to last year and how can I make that better rather than how can I just overhaul my complete sales process because it actually might not need it."

The Lead Generation Mistake Most Entrepreneurs Make 00:25:3800:26:08 "If you are looking to improve your lead generation this year and you fancy me taking some of the load off of you, then definitely check out expertservicesdirectory.com. Enter the code PODCAST at the checkout, you get a special free gift. But if you're thinking, actually, no, Jess, I want to do it myself, that is also fine. But I would encourage you to find a way to do it. This quarter of the year is one of the most important for lead generation."

Mastering Sales Calls for Higher Conversions 00:40:0200:40:15

"You need to develop that skill structure and muscle memory for building out brilliant sales calls this year and doing that in the first quarter of the year, like I say, will give you the right foundations to take it forward."

Why Motivation Alone Isn't Enough for Sales Success 00:10:0500:10:37

"Whilst that energy is good and that commitment to doing something new and having a positive attitude is brilliant and helpful, if it's not backed up with the strategic activity that you need to do, it's really, really quick for you to get disheartened and it's really, really easy to stop feeling so motivated and start looking at the harsh reality of why am I not getting the results that I want."

Key Resources Mentioned in this Episode:

Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year's inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/

Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.

If you've enjoyed listening to 4 focus areas to smash your sales goals in the first 90 days of 2026 check out this episode.

Sales planning season is here... what do you need to consider?

https://bit.ly/SellingToCorporate139

If you would like to sign up for our weekly newsletter to stay in touch with the latest B2B sales tips and techniques click https://sellingtocorporate.com/newsletter/

The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.