Negotiation is an essential part of sales, but it’s not about winning at the expense of the other party. A successful negotiation should always focus on creating a mutually beneficial outcome, where both sides feel like they’ve gained value. Let’s explore the key principles that can transform your approach to sales negotiation.

Sales is as much about psychology as it is about process. Before any solution can be considered, a buyer has to feel heard, understood, and safe. Whether you're selling software to a leadership team or helping a business owner take their first step into structured growth, success begins with understanding what’s going on in their head, not what’s in your pitch deck.

When it comes to modern outbound sales, a well-structured sequence, also known as a cadence, is one of the most powerful tools in your sales arsenal. Whether you're using HubSpot, Outreach.io, Salesloft or any other platform, building the right sequence can dramatically increase your chances of opening conversations with potential customers.

But before we dive into what makes a perfect sequence, let’s take a step back and understand why sequences exist in the first place.

For me, BANT is not just a sales acronym. It is the decision point. It is the moment where you determine whether to continue the conversation or politely park it. By this stage, you should already know the lead fits your Ideal Customer Profile. You have done the homework. The organisation is right. The vertical makes sense. The person is relevant. But are they genuinely worth progressing into your sales process?

Let us break it down.

In the world of outbound sales, there is no room for guesswork. The days of flicking through a telephone directory and calling random companies in the hope that someone might say yes are firmly in the past. The most effective outbound sales strategies begin with knowledge, and that means knowing exactly who you are targeting and why.

At the heart of that understanding is your Ideal Customer Profile, or ICP. If you are not clear on who your ideal customer is, your outbound efforts are likely to fall flat.

The days of relying solely on face-to-face meetings are long gone. Remote selling, through platforms such as Zoom, Teams, or Google Meet, has become the standard way of initiating conversations with potential clients. Although there was once some hesitation about the effectiveness of remote meetings, especially before COVID, they are now an essential part of modern sales.

However, selling remotely does require a different set of skills to in-person meetings. Here are seven proven tactics to build trust and create genuine connection over video.

The rise of AI tools has brought with it bold claims about the future of outbound sales. Automation platforms promise to generate leads at scale, qualify them instantly, and even personalise your outreach, all without lifting a finger. But here is the truth that too many businesses overlook: outbound still works best when humans are behind the message.

Yes, AI can support the outbound sales process. In fact, it should. But it should not replace it. And that distinction matters more than ever.

When it comes to choosing the right CRM platform to support your B2B sales and marketing efforts, two tools consistently stand out from the crowd: HubSpot and Salesforce (SFDC).

This is not a comparison designed to criticise either tool. It is about highlighting the strengths and benefits of each platform from a B2B commercial perspective, focusing on how they support sales, marketing, and the wider revenue function.

You have a product that works. You are generating leads. The market opportunity is there. Yet revenue is falling short. Deals are stalling, targets are missed, and there is a growing sense of frustration across the business.

Before you start changing personnel or questioning motivation, pause. In most cases, underperformance in sales is a symptom, not the root cause. This is where the real work starts: diagnosing the issue properly, and rebuilding with clarity and consistency.

Here is how to do just that.

In today’s B2B landscape, successful selling is not about how many people you can contact or how fast you can reach them. It is about relevance, value and understanding. Sales enablement is no longer just about handing over a pitch deck and a product sheet. It is about ensuring sales professionals are equipped with the right tools, the right methodologies and the right knowledge to have meaningful conversations that lead to results.

At first glance, Outreach and Salesloft do very similar things. And that is because they do. Both tools are built to help sales teams manage multistep prospecting workflows, track activity, and measure what is working. Outreach calls it a sequence, while Salesloft prefers cadence, but ultimately they are both talking about the same thing, structured repeatable outreach across email, phone, LinkedIn and other channels.

So if the differences are minor, what actually matters when choosing or using a platform like this?

The rise of the fractional model is no accident. More and more companies are turning to experienced professionals on a part-time or project basis to fill senior roles without taking on the cost or commitment of a full-time hire. Not forever, just long enough to get things under control and moving in the right direction.