Mastering Sales and Negotiations

Mastering Sales and Negotiations is a podcast designed for ambitious business professionals where we explore world-renowned methodologies to uncover valuable lessons for sales professionals and learn how you can achieve sustainable behaviour change within your team.

Mastering Sales and Negotiations is a business podcast hosted by Huthwaite International, with 29 episodes on record and a Required Pod Score of 80.

Huthwaite International hosts Mastering Sales and Negotiations, a business show with 29 episodes published.

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  Episode #2

  Quick win – Making every exhibition conversation count

  Sep 23, 20269 minS3

  Exhibitions create a rare opportunity to engage prospective customers face-to-face, but many teams fail to make the most of those interactions. In this Quick Win episode, hosts Rachel Massey and Robin Hoyle revisit some of the key lessons from their conversation with Tracy Shah, exploring what sales teams can do to improve their performance before, during and after an event. Together, they discuss why preparation matters, how asking the right questions can lead to better conversations, and the role follow-up plays in turning brief interactions into genuine sales opportunities. They also share practical advice on avoiding common stand behaviours that can undermine results. If you're preparing for an upcoming exhibition or looking to improve the return from events, this episode offers simple actions that can help you generate more value from every conversation.

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  Episode #2

  Turning exhibitions into sales opportunities

  Sep 16, 202645 minS3

  Welcome back to the Mastering Sales & Negotiations podcast. This week, we're joined by Tracy Shah, Joint Managing Director at Venture Marketing Group. Having spent decades working across exhibitions, conferences and events, Tracy has seen first-hand what separates organisations that generate meaningful opportunities from those that simply show up. In our conversation, we explore why exhibitions remain such a powerful sales channel, despite the growth of digital marketing and AI. Tracy shares common mistakes businesses make before, during and after an event, from poor preparation and passive stand behaviour to weak follow-ups that leave valuable opportunities untapped. We discuss how the best exhibitors approach events strategically, why effective stand conversations start with understanding a customer's challenges rather than delivering a sales pitch, and how meaningful interactions can create opportunities long after the exhibition doors have closed. Whether you're exhibiting at a trade show, conference or industry event, this episode offers practical insights into creating better conversations, stronger opportunities and greater return from your investment in face-to-face selling.

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  Mastering Sales and Negotiations

  Stop collecting data. Start using it.

  Sep 11, 202610 min

  Sales teams are surrounded by data, yet many still struggle to make confident decisions. In this Quick Win episode, Rachel Massey and Robin Hoyle unpack some of the most practical insights from our conversation with Simon Hefti, exploring why so much sales data fails to drive action and what leaders can do differently. Together, they discuss how to distinguish meaningful customer signals from background noise, why outdated CRM habits undermine trust in data, and how AI can help identify patterns that support better decision-making. They also explore the vital role coaching plays in turning insights into action, helping sales professionals focus on the behaviours and conversations that really matter. If your team is collecting more data than ever but seeing little return from it, this episode offers practical advice on where to focus first and how to start turning information into commercial advantage.

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  Mastering Sales and Negotiations

  Founder-led selling works… until it doesn’t.

  Jun 1, 202611 minS0

  <p>Welcome back to the Mastering Sales and Negotiations podcast.</p><p>This week on the podcast, we were joined by Claus Klein‑Ipsen, Chairman of the Board at Peak Systems and a long‑time advisor to founder‑led start‑ups and VC‑backed scale‑ups. In our conversation, we explored what really breaks as organisations move from founder‑led selling to repeatable, scalable sales.</p><p>We're joined by Will Ockenden to unpack the key takeaways from that discussion — including how founder passion can quietly undermine customer discovery, why VC pressure often leads to process without progress, and how treating sales a...

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  Mastering Sales and Negotiations

  Start-ups, Scale-ups and SPIN

  May 13, 202632 minS0

  <p>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 tr...

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