The Luxury Of Choice - Sales Skills Podcast

Steve Vaughan

The Luxury of Choice podcast is a  technical B2B sales skills and knowledge podcast brought to you by the training team of george james ltd. Each show features a discussion between the host Steve Vaughan and fellow sales trainers on various aspects of sales skills based on their vast experience. George james ltd is a specialist sales training and consulting business operating in the life science, laboratory equipment, medical devices and precision industrial market sectors. Based in the UK , our customers base is global. All opinions voiced on the podcast as those of the presenter in question and may not necessarily be the policy of george james ltd. Any facts and data quoted are believed to be correct at the time of recording. 

  1. 7h ago

    Busy Isn’t Enough: Why Salespeople Need to Think Like Business Owners

    In technical B2B sales today, it has never been easier to be busy and yet never been harder to be effective. Salespeople need to focus on things that maximise their time on activities and plans that bring about the best business return. In short, to approach their territories and selling with a "CEO of my territory" mindset.  In this episode, Steve Vaughan is joined by fellow trainers Jonathan Slasinski and Christian Walter. They discuss: What business acumen means for salespeopleHolistic territory management and efficiencyThe importance of prioritization and Big RocksTime management tools like the Eisenhower matrixThe role of trust and delegation in sales successBalancing KPIs with entrepreneurial mindsetThe significance of strategic persistence and planningHow to treat your sales territory as your own business Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche,  Jayne Green  and Jonathan Slasinski are Sales Trainers from george james ltd.  You can email the show at:  Podcast@georgejames-training.com  The trainers on LinkedIn:  Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

  2. Sep 7

    Why Customers Don’t Change Supplier: Overcoming the Activation Energy of Change

    The podcast is back for season 4!  In this episode Steve Vaughan is joined by fellow trainers Pru Layton and Jonathan Slasinski to discuss one of the most frustrating part of sales.  Why don't customer change supplier? You have have clear (to you) benefits in your product or service, but the customer is fine to stay where they are.  As the team discuss, the reasons are many. They include: poor qualification, timing, not enough customer "pain" and the need to reach the customers "activation energy" (one for the chemists!) before they will consider making a supplier change.  If you would like the team to discuss a technical B2B sales topic, or be a guest on the show, you can email us at podcast@georgejames-training.com. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche,  Jayne Green  and Jonathan Slasinski are Sales Trainers from george james ltd.  You can email the show at:  Podcast@georgejames-training.com  The trainers on LinkedIn:  Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

  3. Jul 14

    Meet Qing Qing Dai: Providing George James Training in Asia-Pacific

    In this special episode, Steve Vaughan welcomes the newest member of the George James training team, Qing Qing Dai, joining us from Singapore. With more than a decade of experience in laboratory instrumentation sales, product management and sales leadership across Asia-Pacific, Qing Qing shares her journey from an introverted Food Science graduate who never imagined a career in sales to becoming a successful sales leader responsible for developing teams across the region. Together they discuss:  Why sales is far more about listening than talking.  The importance of solving customer problems rather than simply selling products.  Why so many new salespeople struggle during their first few years.  The transition from successful salesperson to successful sales manager.  Why professional sales training can dramatically accelerate confidence and performance.  The growing life science and laboratory market across Singapore and Southeast Asia.  What motivated Qing Qing to join the George James training team.Contact Qing Qing through her LinkedIn profile : https://www.linkedin.com/in/qing-qing-dai-764825a3/ Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche,  Jayne Green  and Jonathan Slasinski are Sales Trainers from george james ltd.  You can email the show at:  Podcast@georgejames-training.com  The trainers on LinkedIn:  Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

  4. Jun 28

    Why Sales Training Doesn't Stick (And How to Fix It)

    In this episode of The Luxury of Choice, Steve Vaughan is joined by George James trainers Jonathan Slasinski and Christian Walter to explore one of the biggest challenges in sales development: making learning stick. The team discusses why even excellent training can fail to deliver lasting results without coaching, reinforcement and leadership support. They share practical ideas for creating new habits, measuring the right behaviours, and building a culture where learning becomes part of everyday selling rather than a one-off event. Whether you're a Sales Director, Sales Manager or Enablement professional, this episode offers practical advice for ensuring your investment in sales training delivers measurable, long-term results. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche,  Jayne Green  and Jonathan Slasinski are Sales Trainers from george james ltd.  You can email the show at:  Podcast@georgejames-training.com  The trainers on LinkedIn:  Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

  5. Jun 14

    Hamid Ghanadan: How Technical Buyers Really Make Decisions

    In this episode of The Luxury of Choice, Steve Vaughan and Christian Walter are joined by Hamid Ghanadan, founder of The Linus Group and author of Not Buying It- The art of selling to scientists, doctors, and other professional skeptics.  Drawing on his background as a biochemist and commercial strategist, Hamid explains why scientists and technical buyers are often described as the world's most sceptical audience—and why data alone rarely drives purchasing decisions. The conversation explores the psychology behind technical buying decisions, the balance between curiosity and scepticism, and the common mistakes salespeople make when trying to persuade highly intelligent buyers. Hamid also shares practical techniques for opening sales conversations, handling objections, responding to ghosting, and using behavioural heuristics to create more productive customer interactions. Whether you're selling into laboratories, biotech, diagnostics, engineering or other technical markets, this episode offers a fascinating perspective on how technical buyers really think—and how salespeople can adapt accordingly.  Key Takeaways Scientists are sceptical, but they're also naturally curious.  Data matters, but emotion and personal relevance still influence decisions.  Salespeople lose control most often when opening conversations, delivering value propositions, handling objections and responding to ghosting.  Creating curiosity is often more effective than delivering information.  Storytelling can be more powerful than statistics.  Asking more questions consistently leads to better sales outcomes.  Technical sales and marketing teams should operate from a single commercial strategy. Hamid Ghanadan on LinkedIn : https://www.linkedin.com/in/hghanadan/ Not Buying it book : https://thelinusgroup.com/book/not-buying-it-by-hamid-ghanadan/ Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche,  Jayne Green  and Jonathan Slasinski are Sales Trainers from george james ltd.  You can email the show at:  Podcast@georgejames-training.com  The trainers on LinkedIn:  Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

  6. May 31

    Sales Manager's Playbook – Coaching vs Controlling

    n this episode of The Luxury of Choice, Steve Vaughan is joined by Jonathan Cooper and Pascal Le Floch to explore one of the biggest challenges facing sales managers: knowing when to coach and when to direct. The discussion covers:  What coaching really means—and why it is not giving advice or telling people what to do.  The difference between coaching, directing, supporting, and delegating.  Why many sales managers default to controlling behaviour, especially under pressure.  The role of questioning, active listening, and helping salespeople find their own solutions.  How coaching builds ownership, accountability, confidence, and long-term performance.  When directive leadership is appropriate, particularly with new or inexperienced team members.  Using Situational Leadership to adapt management style to the individual and the task.  The balance between winning critical deals and using customer visits as coaching opportunities.  How to handle performance issues and when coaching alone is not enough.  The value of planned coaching sessions versus spontaneous day-to-day coaching moments.  Building a coaching culture through peer-to-peer support and mentoring. Key Takeaways  Coaching is about helping people think, not telling them what to do.  Great coaching relies on asking effective questions and listening actively.  New salespeople often need more direction; experienced salespeople need more coaching and autonomy.  Coaching is an investment of time that ultimately creates more capable and independent team members.  The best sales managers consciously adapt their leadership style to the situation.  If you're not coaching regularly, you're missing one of the most powerful tools available to a sales leader. Recommended Reading Growing Human Potential by Sir John Whitmore – a classic introduction to coaching and the GROW model. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche,  Jayne Green  and Jonathan Slasinski are Sales Trainers from george james ltd.  You can email the show at:  Podcast@georgejames-training.com  The trainers on LinkedIn:  Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

  7. May 17

    Imposter Syndrome in Technical B2B Sales

    Most salespeople and leaders face Imposter Syndrome in sales - the feeling of self doubt and of being " a fraud". In this episode, host Steve Vaughan is joined by fellow George James trainer Jonathan Cooper and special guest Rupa Ark, a Senior Sales Director from Azenta Life Sciences. The panel discuss why salespeople can suffer from Imposter Syndrome, how to cope with it, and why it shows you care about your job and the customer.  Rupa Ark on LinkedIn : https://www.linkedin.com/in/rupaark/ Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche,  Jayne Green  and Jonathan Slasinski are Sales Trainers from george james ltd.  You can email the show at:  Podcast@georgejames-training.com  The trainers on LinkedIn:  Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

  8. May 3

    You're Not the Technical Expert- and That's OK!

    Can technical sales people in B2B sales be TOO technical?  And can their technical knowledge be a comfort zone crutch in the sales call, to the detriment of understanding and satisfying customer needs? In this episode of the Luxury of Choice, Steve Vaughan and Jonathan Slasinski are joined by Matt McCormack, International Sales Manager of Natus Sensory to discuss: The role of technical knowledge in sales successBuilding credibility through honesty and relationshipsKnowing when to involve technical expertsPersonalization and customer connection strategiesBalancing technical expertise with sales skills. Our thanks to Matt for joining us for this show.  Matt McCormack on LinkedIn : https://www.linkedin.com/in/mjmccormack/ Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche,  Jayne Green  and Jonathan Slasinski are Sales Trainers from george james ltd.  You can email the show at:  Podcast@georgejames-training.com  The trainers on LinkedIn:  Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

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About

The Luxury of Choice podcast is a  technical B2B sales skills and knowledge podcast brought to you by the training team of george james ltd. Each show features a discussion between the host Steve Vaughan and fellow sales trainers on various aspects of sales skills based on their vast experience. George james ltd is a specialist sales training and consulting business operating in the life science, laboratory equipment, medical devices and precision industrial market sectors. Based in the UK , our customers base is global. All opinions voiced on the podcast as those of the presenter in question and may not necessarily be the policy of george james ltd. Any facts and data quoted are believed to be correct at the time of recording. 

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