Being more collaborative allows us to kickstart longer term relationships while delivering on the 'microsteps' along the journey to success. Whilst being charming is all very well, building trust has more elements to it including being explicit about the wins for all parties - 'after all we're not communists'.

Key insights include: be proud of the whole selling team, the power of 'if statements' at all stages of the sale, and three types of enablement salepeople must understand!

Connect with Tom on LinkedIn, and with your host Fred at linktr.ee/fredcopestake.

Podcast sponsored by Remaster Media.