Diary of a Sales Expert

• How to promote the right people in sales

  In this episode, James dives into one of the most important responsibilities of any sales leader: promoting the right people. Drawing on years of experience appointing both high-performing and underperforming sales leaders, James outlines a clear, structured framework to help you identify who is truly ready to step up.He shares eleven essential criteria that every sales leader should consider before making a promotion decision, from defining the role properly to assessing mindset, communication style, and long-term consistency. James highlights why promoting the wrong person can create significant challenges down the line, while choosing the right individual can transform the performance, culture, and momentum of your entire sales organisation.This episode provides practical guidance for leaders who want to build strong teams, avoid costly mistakes, and ensure promotions are based on capability, not convenience.Key TakeawaysClearly define the sales role before promoting anyone — clarity prevents misalignment and future issues.The ideal candidate balances optimism with realism, creating a productive and grounded team environment.Long-term consistency in performance and behaviour is a key indicator of readiness for promotion.Strong communication skills are essential for any leadership position, especially when engaging multiple stakeholders.Sales shouldn't feel like guesswork.Get clear, proven tactics delivered weekly — no fluff, just results.If you want to close more and stress less, this is for you.👉 Subscribe here: https://www.jameswhite.business/newsletter-sign-up/Enjoy the podcast? We’d love to hear from you! Email [email protected] to suggest topics for future episodes. If you’ve enjoyed the podcast, we’d also really appreciate a review.

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• How to sell multiple services to the same company

  In this episode, James breaks down the strategy behind selling multiple services to the same company, one of the most effective ways to increase revenue, strengthen relationships, and boost long-term client retention.James explains why clients who buy more than one service are far more likely to stay loyal and continue growing with you. He shares the data behind customer “stickiness” and outlines how understanding a client’s wider goals, structure, and internal challenges can open up opportunities to introduce additional services.This episode gives you a clear framework for cross-selling with confidence, identifying hidden opportunities inside existing accounts, and positioning your services as essential solutions rather than optional extras.Key TakeawaysEffective cross-selling starts with understanding the client’s strategic objectives, priorities, and performance metrics.Retention rates increase significantly when a client uses multiple services, making “stickiness” a crucial part of long-term growth.Mapping the client’s organisational structure helps identify new stakeholders and uncover additional opportunities.A strong value proposition that links multiple services to real client needs is essential for successful cross-selling.Sales shouldn't feel like guesswork.Get clear, proven tactics delivered weekly — no fluff, just results.If you want to close more and stress less, this is for you.👉 Subscribe here: https://www.jameswhite.business/newsletter-sign-up/Enjoy the podcast? We’d love to hear from you! Email [email protected] to suggest topics for future episodes. If you’ve enjoyed the podcast, we’d also really appreciate a review.

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• Why you are being Ghosted and how to Avoid it

  In this episode, James tackles one of the most frustrating experiences in sales: being ghosted. When a prospect suddenly stops responding after positive early conversations, it can leave even experienced sales professionals confused and second-guessing what went wrong.James breaks down the four core reasons ghosting happens: human nature, poor questioning, missed signals, and the energy you project. He explains how natural defensiveness can make prospects avoid difficult conversations, how shallow questioning leaves important issues undiscovered, and why body language and tone often reveal the truth long before words do. He also highlights how desperation or pressure-driven energy can push prospects away rather than draw them in.By understanding these dynamics and addressing them proactively, you can dramatically reduce the chances of being ghosted and build stronger, more transparent sales relationships.Key TakeawaysHuman nature and defensive instincts often play a key role in why prospects disappear.Asking deeper, more strategic questions helps uncover real motivations and concerns.Paying attention to body language and tone helps you anticipate a prospect’s intentions.The energy you bring to conversations significantly impacts whether prospects stay engaged.Knowing who the true decision-maker is prevents wasted effort and reduces ghosting.Open discussions about the budget early on help eliminate uncertainty and avoid last-minute disengagement.Sales shouldn't feel like guesswork.Get clear, proven tactics delivered weekly — no fluff, just results.If you want to close more and stress less, this is for you.👉 Subscribe here: https://www.jameswhite.business/newsletter-sign-up/Enjoy the podcast? We’d love to hear from you! Email [email protected] to suggest topics for future episodes. If you’ve enjoyed the podcast, we’d also really appreciate a review.

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• How to handle new inbound leads effectively

  In this episode, James breaks down the essential steps for managing inbound sales leads, a critical part of the sales process that many professionals overlook. While inbound leads put you in a strong starting position, they are not guaranteed wins. James explains why diligence, speed, and professionalism are vital in turning these enquiries into real opportunities.He highlights the importance of responding quickly, communicating strategically, and asking the right questions to understand a prospect’s needs. James also shares why consistent follow-up is crucial, how templates can streamline your process, and why respecting consent matters when it comes to marketing lists.This episode is packed with practical guidance to help you maximise every inbound opportunity and close more deals with confidence.Key TakeawaysNever assume an inbound lead will convert — treat every enquiry with care until the deal is done.Responding quickly to inbound enquiries significantly increases your chances of conversion.Using well-crafted templates helps maintain professionalism and efficiency in your communication.Asking thoughtful questions early on helps you tailor the conversation to the prospect’s real needs.Consistent follow-up is essential, as many inbound leads require multiple touchpoints.Never add leads to marketing lists without consent; respecting preferences builds trust and credibility.Sales shouldn't feel like guesswork.Get clear, proven tactics delivered weekly — no fluff, just results.If you want to close more and stress less, this is for you.👉 Subscribe here: https://www.jameswhite.business/newsletter-sign-up/Enjoy the podcast? We’d love to hear from you! Email [email protected] to suggest topics for future episodes. If you’ve enjoyed the podcast, we’d also really appreciate a review.

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• Why most discovery calls fail and how I run mine

  In this episode, James tackles one of the most misunderstood parts of the sales process: the discovery call. Far too often, salespeople approach these calls with the wrong mindset, treating them as a pitch instead of what they truly are: a conversation to determine fit.James explains that a great discovery call isn’t about pushing your product or service. It’s about listening, understanding, and exploring whether there’s a genuine alignment between you and the prospect. He shares the key reasons why so many discovery calls fail, from desperation and rigidity to a lack of meaningful questions - and outlines a simple, structured approach to make them more effective.Packed with practical advice, this episode will help you transform your discovery calls from awkward, one-sided conversations into productive discussions that build trust and uncover real opportunities.Key TakeawaysA discovery call’s primary purpose is to explore compatibility, not to sell.Many discovery calls fail because salespeople come across as desperate or overly rigid.The best discovery calls focus on understanding the prospect’s real needs and challenges.Asking deeper, more thoughtful questions leads to better insights and stronger connections.Adaptability and active listening are essential to turning discovery calls into successful partnerships.Sales shouldn't feel like guesswork.Get clear, proven tactics delivered weekly — no fluff, just results.If you want to close more and stress less, this is for you.👉 Subscribe here: https://www.jameswhite.business/newsletter-sign-up/Enjoy the podcast? We’d love to hear from you! Email [email protected] to suggest topics for future episodes. If you’ve enjoyed the podcast, we’d also really appreciate a review.

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