B2B Sales: How to connect with customer problems and sell more.

<p><strong>About the Guest</strong></p><p><strong>Fred Copestake</strong> is a sales trainer and consultant at <strong>Brindis</strong> with 25 years’ experience across 38 countries, training 10,000+ salespeople. Author of <em>Selling Through Partnering Skills</em> (2020), <em>Hybrid Selling</em>, and <em>Ethical Selling</em> (2024), he helps engineering and manufacturing teams adopt collaborative, problem-led selling that supports sustainable growth.</p><p><br></p><p>Key Topics in This Episode</p><ul><li><p>Why relevance beats mass personalisation in <strong>B2B sales</strong> for manufacturers<br></p></li><li><p>Moving from product talk to problem, outcome and value in <strong>manufacturing sales</strong><br></p></li><li><p>A simple five-part approach: find fit, research deeply, act as a sense-maker, co-create the solution, deliver outcomes<br></p></li><li><p>Avoiding the “entitled approach” and the engineering “super-ego” in technical selling<br></p></li><li><p>What <strong>hybrid selling</strong> looks like now, and when to prioritise in-person contact<br></p></li><li><p>Cutting through noise in lead gen: short video, well-structured calls, and useful LinkedIn posts<br></p></li><li><p>Using <strong>account-based marketing</strong> principles to target the right manufacturers and stakeholders<br></p></li><li><p>A weekly rhythm for <strong>sales development for manufacturers</strong>: educate, engage, entice<br></p></li></ul><p>What’s Next?</p><p>If you’re tightening commercial focus while modernising operations, pair this episode with Flowlens’ free <a href="https://flowlens.com/news/navigate-your-sme-digital-transformation-with-confidence-introducing-f-e-a-r-l-e-s-s/" target="_blank" rel="noopener noreferer"><strong>FEARLESS Digital Transformation</strong></a> eBook. It outlines practical steps for change management and systems adoption so your <strong>business development for manufacturing firms</strong> aligns with how you actually deliver.</p><p><br></p><p>Further Reading &amp; Resources</p><ul><li><p>Download the free <a href="https://flowlens.com/news/navigate-your-sme-digital-transformation-with-confidence-introducing-f-e-a-r-l-e-s-s/" target="_blank" rel="noopener noreferer"><em>FEARLESS Digital Transformation</em> eBook</a> – Flowlens<br></p></li><li><p><a href="https://www.linkedin.com/in/fredcopestake/" target="_blank" rel="noopener noreferer"><strong>Fred Copestake</strong> on LinkedIn </a>(scorecards and resources)<br></p></li><li><p><a hre