Expert In Demand Podcast With Dean Seddon

Discover why most LinkedIn marketing and B2B sales outreach fails - and how to fix it. In this episode, we break down the #1 mistake consultants, coaches, and B2B professionals make: talking about root causes instead of observable problems their buyers actually see. Learn why expertise can hurt your marketing, how to craft messaging that resonates, why going niche beats staying broad, and the difference between treating symptoms vs. solving problems in your sales approach. We discuss why experts overthink their messaging to death, the vital difference between observable problems and root causes (the "burnout vs. overworked" example that transformed my coaching), and why 22-year-olds with basic knowledge often outmarket 20-year veterans.

In this episode, I sit down with Steve Radford to unpack what selling actually looks like in the real world - especially when you’re early in your sales career, hate cold calling, or feel uncomfortable “being salesy”. Steve has spent years building sales apprenticeships and training teams, and this conversation goes deep into the mindset shifts that make selling feel more human and far more effective.

We talk honestly about why so many people fear contacting prospects, why discovery calls feel overwhelming, and how sales models can sometimes get in the way of genuine conversations. Steve explains why sales isn’t about persuasion or pressure, but about helping people make informed decisions - and how reframing selling this way changes everything from cold outreach to closing deals.

We also explore conversational selling in practice: how to prepare without over-preparing, how to know when you’ve uncovered the real problem (not just the surface one), and why talking too early about your solution is one of the most common mistakes - even for experienced salespeople. Steve shares practical ways to simplify questioning, stay present in conversations, and build trust without trying to “perform”.

Beyond technique, we get into how AI is reshaping sales roles, why bad SDRs are at risk, and what actually makes a salesperson valuable in a world full of automation. We finish by discussing why sales is becoming more complex - not less - and why human judgement, curiosity, and empathy are the skills that will future-proof your career.

If you’re in sales, running a business, or simply trying to get more comfortable selling yourself and your ideas, this episode will change how you think about selling.

In this episode, I sit down with James to talk about the realities of running a small business when margins are tight and costs keep creeping up. If you’re a business owner or solopreneur, this conversation is all about protecting your profitability without feeling like you’re constantly firefighting.

We dig into where profits are often lost without anyone really noticing — things like insurance, mobile contracts, waste, subscriptions, and supplier price increases that start to feel “normal” in an inflationary market. James explains why many of us have become numb to rising costs, and why that mindset can seriously damage the bottom line. One of the key points we explore is that just because prices are going up everywhere, it doesn’t mean you should stop challenging them.

We also talk about why the businesses that save the most money aren’t usually the ones in trouble. They’re the calm, well-run companies that regularly review their costs and look for small, meaningful improvements before problems appear. James shares how specialist benchmarking and expert insight can quickly show whether you’re paying a fair price or overpaying without realising it.

Beyond costs, we get into the mindset shift from employee to business owner — especially the uncomfortable move into sales and putting yourself out there. I share my own experience with LinkedIn, webinars, and content, and how focusing on being genuinely useful, rather than salesy, changed everything. We wrap up with an honest discussion about AI, what it can realistically help with today, and why human judgement still matters more than ever.

I’ve always said that increased competition is basically a tax you pay for not being unique enough. If you feel like you’re constantly shouting into a void or defending your prices to people who don't "get" your value, it’s time to stop playing the mass-market game.

In this episode, I’m sharing my framework for building a Micro-Monopoly. This isn’t about being the next Amazon; it’s about becoming a "Category of One" in your own corner of the market. I’m breaking down why the "bigger is better" mindset is a trap that kills margins, and how shrinking your target audience can actually be the fastest way to grow your revenue.

What I’m diving into today:

My "Big Fish, Small Pond" Strategy: Why I’d rather own a market of 2,000 people than get lost in a market of 2 million.

The Competition Tax: How to stop paying it by embracing your "uncopyable" uniqueness.

The Ultra-Human Moat: My take on why being high-touch and specialized is your best defence against the AI revolution.

The Rolex Lesson: Why I use pricing as a filter to attract the right clients and protect my time.

If you’re a coach, consultant, or small business owner tired of being treated like a commodity, this episode is your roadmap to standing alone and charging what you're worth.

How do you grow an online coaching business when referrals run out?
In this video, Dean explains how to grow an online coaching business from scratch using clear, practical steps. No funnels, no ads, no hype.

You will learn:

How to grow an online coaching business by picking one clear problem

Why most coaches struggle to stand out online

How to build an offer people actually understand and buy

How to find the right audience (and where to find them)

How to create a message that feels like it is “talking to me”

A simple system to get leads, calls, and clients consistently

This video is for coaches who want to grow an online coaching business without over-complicated marketing, paid ads, or pretending to be someone they are not.

If you are asking how to grow an online coaching business sustainably, this video gives you the foundations that actually matter.