What happens when founder-led selling stops working? Drawing on insights from Klaus Klein Ipsen and real-world experience, this video explores the shift from passion-driven selling to scalable performance. Learn why enthusiasm alone can limit customer discovery, how process without purpose stalls growth, and what it takes to build repeatable sales capability.

Discover how defining value, embedding clear methodologies, and creating the right culture enable teams to perform independently, turning individual expertise into consistent, sustainable commercial success.

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Growing a business is hard. Selling successfully and consistently as you scale is even harder. In this episode of the Mastering Sales and Negotiations podcast, Robin Hoyle and Claus Klein-Ipsen explore what really needs to change as businesses move from start‑up energy to scale‑up performance.

Learn why founder‑led selling rarely survives growth demands, and how building a repeatable, value‑based sales approach creates momentum, confidence and predictable revenue. Drawing on decades of behavioural research, the conversation reveals how better questioning, clearer value creation and consistent sales behaviours help scale‑ups win complex deals, develop high‑performing teams and grow without losing control.

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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 themselves, how AI can take on the admin, prep and process-heavy work, and why the future of sales means doing more of what you love and less of what you don’t.

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This week, 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.

This episode gives leaders a grounded, actionable view of what it really takes to build an AI‑first sales organisation.

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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.

Rachel and Robin 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.

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In this episode, 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 speak to Martin Couzins, CEO and Founder of Insights Media, diving 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.

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In the latest episode of Mastering Sales and Negotiations, we were joined by Emma Pacey, Trading Director at one of the UK’s largest supermarket chains, to explore a reality many professional’s underestimate.

Robin Hoyle and Rachel Massey unpack the key takeaways from that discussion — from the art of internal persuasion to the traits that separate good suppliers from truly great partners.

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In the latest episode of Mastering Sales and Negotiations, we’re joined by Emma Pacey, Trading Director at one of the UK’s largest supermarket chains, to explore a reality many professional’s underestimate.

Emma shares what it really takes to succeed at the trading desk, where every commercial decision requires balancing tough supplier negotiations with internal alignment across category, marketing, finance and operations.

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In the latest episode of the Mastering Sales and Negotiations podcast, hosts Robin Hoyle and Rachel Massey are joined by Mike Pritchett, Founder of BuzzTrail.ai.

Together, they explore the intersection of Sales Enablement and AI, and ask, when does automation fall short, and what skills must salespeople bring to the table?

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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 Massey as they reflect on the main takeaways of their conversation with Rebecca Bromwich, Global Account Director at VodafoneThree.

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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 world of modern sales, unpacking universal truths and proven approaches that resonate across industries, teams and roles.

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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.

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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.

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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.

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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.

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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.

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Rachel Massey and Robin Hoyle interview Jane Banks, Founder and Managing Director of Pure Valegro, about transforming technically skilled professionals into effective salespeople.

Banks discusses how to shift from technical expertise to customer-focused sales conversations, emphasising management's supporting role and avoiding "feature dumping" in favour of addressing actual customer needs.

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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 and discuss practical strategies to bridge the gap and drive better results.

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In this episode, Robin Hoyle and Rachel Massey are joined by Karen Woodhead, Executive VP of 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.

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Join Rachel Massey and Robin Hoyle as they recap on the previous episode and explore why shifting to a solutions-oriented approach drives better results, how creative industries can overcome the negative perception of sales and practical strategies for crafting persuasive presentations that win clients.

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In this episode, we're joined by agency owner, Will Ockenden, as he discusses 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. Gain actionable insights to elevate your sales strategy and boost persuasion in your pitches.

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In the world of negotiations, even reputable players resort to sly tactics, leaving a lasting mark on business relationships.

Join Tony Hughes, Benjamin Herman, Jo Derriman, and Shaun James from Huthwaite International, and gain insights into safeguarding your interests, understanding the psychological underpinnings of ploys, and navigating the complex world of negotiations with confidence.

Tune in for a deeper understanding of the lengths people will go to secure a deal to suit them, and how to avoid underhand tactics.

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Unearth negotiation's true power with experts Tony Hughes, Benjamin Herman, Jo Derriman, and Shaun James from Huthwaite International.

In this podcast, they unveil how negotiation skills reach far beyond the boardroom, providing the tools to excel in diverse scenarios.

Join us on a journey where negotiation breaks boundaries, paving the way for your remarkable success.

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Unlock the secrets of mastering high-level negotiation in this episode of the Mastering Negotiations podcast.

In this intriguing discussion, Tony Hughes, Benjamin Herman, Jo Derriman, and Shaun James, all esteemed experts from Huthwaite International, share their insights on the Ten Commandments of Negotiation.

Dive deep into the world of negotiation excellence, and explore the principles that underpin successful deal-making.

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