Mastering Sales and Negotiations

Huthwaite International

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. 

  1. 5d ago

    Turning exhibitions into sales opportunities

    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.

  2. Sep 11

    Stop collecting data. Start using it.

    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  Together, they discuss how to distinguish meaningful customer signals from background noise, why outdated CRM habits undermine trust in data, and how AI can help identify patterns that support better decision-making.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.

  3. Sep 3

    Making sense of sales data

    Welcome back to the Mastering Sales & Negotiations podcast - and welcome to the first episode of series 3.  This week, we're joined by Dr Simon Hefti, co-founder and chairman of D ONE, a leading Swiss data and AI consultancy. With a background in physics and decades of experience helping organisations make better use of their data, Simon brings a unique perspective on one of sales' biggest challenges: turning information into action.   In our conversation, we explore why so many organisations are collecting more customer and sales data than ever before, yet still struggle to generate meaningful insights. Simon explains why data has become an administrative burden for many sales teams, how valuable customer signals become trapped across disconnected systems, and what separates organisations that use data to create value from those that simply accumulate it.  We also discuss the rise of AI in sales, where the technology can genuinely help sales professionals make better decisions, and why even the most advanced tools still depend on trustworthy, connected data. Along the way, Simon shares practical advice for sales leaders looking to move from dashboards and reports to real commercial impact.  Whether you're looking to improve forecasting, identify opportunities earlier, or simply make better use of the information your business already has, this episode is packed with practical insights.  It’s a useful listen for anyone looking to make data work harder for their sales team.

  4. Jun 1

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

    Welcome back to the Mastering Sales and Negotiations podcast. 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. 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 as a craft rather than a personality trait creates sustainable performance. And why Will? A founder himself, he’s experienced this first hand and now also works closely with sales leaders and organisations navigating growth, helping teams turn start-up passion into methodology into everyday commercial behaviour. In short, he’s right at the sharp end of this challenge. Let’s dive in.

  5. May 13

    Start-ups, Scale-ups and SPIN

    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 trait) changes everything.  You’ll hear how SPIN Selling gives teams a shared commercial language that works at every stage of growth; from protecting customer discovery in early-stage chaos to creating consistent, coachable deal reviews in complex scale-ups. Whether you’re building something new, scaling fast, or trying to lift commercial capability across sales, CS and leadership, this conversation is packed with practical stories, tough lessons, and real-world ideas you can apply immediately.

  6. Apr 2

    Turning AI from a Buzzword into a Sales Advantage

    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 themselvesHow AI can take on the admin, prep and process-heavy workWhy the future of sales means doing more of what you love and less of what you don’t

  7. Mar 25

    Building a Practical AI-First Sales Organisation

    In this episode of Mastering Sales and Negotiations, 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. We explore the practical side too: where AI genuinely improves sales effectiveness, how high‑performing teams use AI for deep account research, and what separates the reps who thrive with AI from those who give up too early. Casper also shares why commercial mindset is becoming one of the most important human skills in an AI-enabled world — and what the next 3–5 years will mean for the role of the salesperson. Packed with practical examples, honest reflections, and lessons from both successful ventures and failed experiments, this episode gives leaders a grounded, actionable view of what it really takes to build an AI‑first sales organisation.

  8. Mar 4

    Curiosity that converts: The art of better questioning

    Welcome back to the Mastering Sales and Negotiations podcast. 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. Today I’m joined by Robin Hoyle to unpack the big takeaways from that discussion. And if you’re new to the show, Robin is Huthwaite’s Head of Learning Innovation, a globally recognised L&D leader, a conference regular, and an expert in turning behaviour change into real-world commercial outcomes. In short - he knows his stuff. Together, we’ll 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. Let’s dive in.

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Ratings & Reviews

5
out of 5
3 Ratings

About

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. 

Information

  • Creator
    Huthwaite International
  • Years Active
    2020 - 2026
  • Episodes
    28
  • Rating
    Clean
  • Copyright
    © 2026 Mastering Sales and Negotiations
  • Show Website
    Mastering Sales and Negotiations

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