Sales Relationships Archives -

The Generational Buying Committee

By Sue Barrett / 26/06/2026 / AI & Data, Business Development, Buying, Key Account Management, Sales Relationships, Value Proposition & Value Add

In 30 seconds

The Problem: The B2B buying decision is no longer one person’s to make. The average committee now runs to 13 or more stakeholders, each researching independently, and around 71% of them are Millennials or Gen Z. Most sales processes were built for a smaller, older, more uniform room that no longer exists.

The Shift: From selling to a single decision-maker to orchestrating a generationally mixed committee. Younger members research independently, filter out generic content, and give their loyalty to experience, not institutions. Older members still value the relationship. You must serve both at once.

The Solution: Run one commercial system for the whole room. Be visible and useful where buyers research, translate value into outcomes and evidence, name what clients feel, and hold the relationship discipline experienced buyers expect.

The Generational Buying Committee Read Post »

direct-conversations-build-more-real-visibility-than-paid-campaigns

LinkedIn Promises Visibility. So Why Does Its Ad Model Make SMEs Invisible?

By Sue Barrett / 22/05/2026 / Business Growth, Digital Social Selling, Marketing, Sales Relationships

In 30 seconds

The Problem SMEs are paying tech giants for visibility and getting ghost leads in return. LinkedIn’s algorithm rewards large budgets and starves small ones – producing leads that look acceptable but never convert. The same structural penalty runs across Facebook and Instagram.

The Shift Stop broadcasting. Start occupying. Strategic commenting, genuine DMs, and direct conversation build more real visibility than paid campaigns ever will.

The Solution Move people to owned media – email, Substack, podcast. Use LinkedIn to bring people in, then give them somewhere the algorithm cannot touch.

LinkedIn Promises Visibility. So Why Does Its Ad Model Make SMEs Invisible? Read Post »

holding-your-seat-requires-the-same-commercial-courage-that-won-it

The Incumbent’s Curse: You Earned Your Seat. Here Is How You Keep It.

By Sue Barrett / 15/05/2026 / Key Account Management, Sales Planning, Sales Relationships, Selling Better

In 30 seconds

The Problem. Winning a B2B account triggers a dangerous psychological shift. Salespeople who operated with sharp curiosity during the sale get comfortable once signed. They stop diagnosing and start order-taking – reverting to passive QBRs, single-thread relationships, and a fear of friction. Your established clients are already someone else’s top prospects.

The Shift. Treat every account review like a discovery meeting. Map relationships continuously across the organisation. Keep telling hard truths, even when you have revenue to protect.

The Solution. Holding your seat requires the same commercial courage that won it. Strategic curiosity does not retire when the contract is signed.

The Incumbent’s Curse: You Earned Your Seat. Here Is How You Keep It. Read Post »

Stop “Just Checking In”: How to Follow Up Like a Trusted Advisor

By Sue Barrett / 08/05/2026 / Attitudes & Behaviours, Business Acumen, Communication, Sales Psychology, Sales Relationships, Sales Skills

In 30 seconds

The Problem: A deal stalls, anxiety creeps in, and the salesperson sends the most destructive email in modern B2B: “Just checking in.” In one line, months of trusted advisor positioning collapses into the language of a needy vendor.

The Shift: Order-takers check in. Trusted advisors add value with every interaction. A follow-up is not a chore for the client to manage. It is another opportunity to reinforce your commercial relevance.

The Solution: Follow up with a Give to Get insight, anchor to the cost of inaction against their own timeline or grant permission to close. Stop checking in. Start showing up.

Stop “Just Checking In”: How to Follow Up Like a Trusted Advisor Read Post »

How to Survive the “Silent Assassin” in Your Next Client Meeting

By Sue Barrett / 17/04/2026 / Key Account Management, Sales Relationships, Sales Skills

In 30 seconds

The Problem: In buying committee meetings, sales professionals instinctively focus on the engaged, enthusiastic stakeholders and avoid the quiet, sceptical ones. That sceptic – the operational manager whose team will live with your solution – goes unheard in the room, then kills the deal the moment you leave.

The Shift: Managing a room means managing the whole room, especially the people who are not nodding. Unvoiced risk does not disappear; it reappears later, without you there to address it.

The Solution: Draw out the sceptic directly, validate their concern without defending, and give them a meaningful role in the evaluation process. That is how you convert a Silent Assassin into an ally.

How to Survive the “Silent Assassin” in Your Next Client Meeting Read Post »

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From Vendor to Strategic Partner: Why Your C-Suite Seat Depends on It

By Sue Barrett / 27/02/2026 / Business Acumen, Complex Selling & Transactional Selling, Key Account Management, Sales Relationships, Sales Strategy, Value Based Selling

In 30 seconds

The Problem: If your sales conversations revolve around pricing and features, you’re a vendor – easily replaced, first to be cut, and commoditised. C-Suite executives don’t buy from vendors.

The Shift: Leaders are navigating uncertainty alone and 40% are actively seeking external perspective. They’re not buying products; they’re buying risk mitigation, innovation, and strategic alignment. The Gartner/Challenger study found 53% of customer loyalty comes from the sales experience – not brand or price.

The Solution: Stop selling. Start thinking like a strategist. Speak the language of the C-Suite: ROI, risk, and predictable outcomes. That’s how you earn a permanent seat at the table.

From Vendor to Strategic Partner: Why Your C-Suite Seat Depends on It Read Post »

Humans-in-the-Loop: Selling Smarter with AI

By Sue Barrett / 31/07/2025 / AI & Data, Sales Relationships, Sales Skills, Sales Tips

In 30 seconds

As AI reshapes sales, success hinges not on replacing people, but on partnering with machines. The “human-in-the-loop” model lets AI do the heavy lifting -analysing data, predicting behaviour, and automating tasks- while humans bring empathy, strategy, and ethical judgement. Like doctors interpreting AI-generated diagnostics, sales professionals must translate insights into value-driven conversations. You decide which leads matter, tell the story behind the data, and build trust that machines can’t replicate. In a world of rising automation and risk, human connection is your competitive edge. With AI at your side, not in your place, you drive better decisions, …

Humans-in-the-Loop: Selling Smarter with AI Read Post »

I Love Kimmi: A Celebration of Exceptional Service in an Era of Enshittification

By Sue Barrett / 23/05/2025 / Attitudes & Behaviours, Collaboration, Customer experience, Sales Culture, Sales Relationships

In 30 seconds

Two months ago, I entered Hugo Boss at Chadstone Shopping Centre, seeking a perfect suit. Kimmi, a warm sales associate, showed me a great black suit but promised to source another colour. Her friendliness led us to bond over K-dramas, J-dramas, and styling. I left with a green dress, expecting no follow-up. Yet, Kimmi called—she’d found my suit in Europe. In an era of enshittification, where businesses prioritise profit over service, Kimmi’s proactive care was a revelation. Her human-centric approach built trust and loyalty. Let’s celebrate the Kimmis and demand better than soulless automation.

In 2 minutes

Two months ago, …

I Love Kimmi: A Celebration of Exceptional Service in an Era of Enshittification Read Post »

Theory of Mind: Stepping Into Someone Else’s Shoes

By Sue Barrett / 05/04/2024 / Blog, Sales Psychology, Sales Relationships

In 30 seconds

Theory of Mind (ToM) is all about understanding that others have unique thoughts, feelings, and viewpoints. It’s key for navigating any relationship, from work colleagues to family. By seeing things from someone else’s perspective, you can build trust, communicate effectively, and resolve conflicts.

Active listening, open-ended questions, and empathy are all ways to develop your ToM skills. While originally highlighted for salespeople, ToM benefits everyone – managers, teachers, friends – anyone who interacts with others. It’s a lifelong journey, but by practicing these skills, you can connect better and navigate interactions more smoothly.

In 1.5 minutes

The ability to see things …

Theory of Mind: Stepping Into Someone Else’s Shoes Read Post »

people-haggling-then-handshaking-done-deal

The Tricky Business of Discounts

By Sue Barrett / 01/09/2023 / Blog, Negotiation, Sales Relationships, Sales Results, Sales Skills, Sales Tips

In 30 seconds

Asking for a discount can be customary or a signal of needing expense justification. For businesses, avoiding unnecessary discounts is crucial. Discounting devalues offerings, sets poor examples, and erodes trust. The key here is to understand the reason behind the haggling. Then you can either consider meaningfully adjusting your solution to your customer’s budget if that is the issue or offering an add-on. However, any extra offering must align with the solution and add value to it. Transparently communicate value, tailor solutions, and provide meaningful add-ons. This not only builds trust but also enhances your reputation as a …

The Tricky Business of Discounts Read Post »

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The Generational Buying Committee

In 30 seconds

The Incumbent’s Curse: You Earned Your Seat. Here Is How You Keep It.

In 30 seconds

Stop “Just Checking In”: How to Follow Up Like a Trusted Advisor

In 30 seconds

How to Survive the “Silent Assassin” in Your Next Client Meeting

In 30 seconds

From Vendor to Strategic Partner: Why Your C-Suite Seat Depends on It

In 30 seconds

Humans-in-the-Loop: Selling Smarter with AI

In 30 seconds

I Love Kimmi: A Celebration of Exceptional Service in an Era of Enshittification

In 30 seconds

In 2 minutes

Theory of Mind: Stepping Into Someone Else’s Shoes

In 30 seconds

In 1.5 minutes

The Tricky Business of Discounts

In 30 seconds

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