Selling To Corporate

Like so many of you, this past year brought about a series of incredibly heavy personal trials. From the grief of a painful family loss and the almost constant and unexpected challenges of finally moving into our 'forever home,' it felt as though the floor was constantly shifting. On top of that, I faced a cancer scare that put everything into a different perspective. I'm sharing this now because I believe in being transparent about the reality of the 'uphill battles' we face behind the scenes; it has been an exceptionally tough road.
I'm focusing on the delicate balance of professional support in today's podcast. While having a solid network of peers is essential for any entrepreneur, there is a growing trend of relying on these circles for the wrong reasons which is why I'm breaking down the distinction between accountability and expert advisory, and why confusing the two can stall your progress. I'm also highlighting how to ensure your inner circle supports - rather than hinders - your sales growth.
There are also some exciting updates for my newsletter subscribers, I've made some changes to my newsletter and,  if you'd like to keep up with my latest thoughts, email me for the link to The B2B Sales Edit
In this episode I'm sharing;
A Personal Update: Reflections on moving past last year's hurdles, a major health victory, and why I'm leaning further into my writing and the new B2B Sales Edit newsletter.

The Power (and Limits) of Peers: Why a community of like-minded founders is vital for your mindset, but why they shouldn't be your primary source of strategic business advice in a tough economy.

Accountability vs. Advisory: Understanding the distinction between someone who cheers you on and someone who has the expertise to troubleshoot your sales process.

The "Fear Mirror": How peers often unknowingly project their own business anxieties onto your strategy, whereas an objective advisor remains focused on your specific goals.

Protecting Your Professional Friendships: Why the "free advice" dynamic can create an imbalance that eventually erodes valuable relationships.

The Sales Safety Net: Why you need a robust system and the internal skills to troubleshoot your own sales, rather than crowdsourcing your most critical business decisions.

Key Quotes;
"I believe that having a peer network who genuinely understand what you're trying to achieve, understand why you're doing the things that you do, understand how to help you stay accountable to your goals and who can help challenge you in those moments where you're having those mindset wobbles around, can I really do this, and who can motivate you to take action even when you don't really want to. I think that is invaluable, I really do." - 00:20:0400:20:36
"I think there's always a lot of guilt around investment in self, and that's before the economy changed. As disposable income gets less, there's also this almost fear, "what if I make the wrong investment?" - 00:23:4100:23:57
"It's also good to be busy with sales activity. So if you're somebody who has found that your motivation and your accountability has maybe been a little low, drop me a line, get yourself onto the newsletter list, get yourself a little, I don't know, a pep up a couple of times a week just to make sure that you're actually doing the right things for your business." - 00:01:3100:01:53
"It can also be really difficult to consistently be the smartest person in the room, or the person who feels like they're giving the most, you know, the person who feels like they're always organizing the co-working, or the person who feels like they're always the one giving out the referrals, or the person who feels like they're always the one sharing tips and advice but not ever getting it back, or certainly not to the degree that they're putting in. That becomes really hard, and sometimes that can actually break down friendships and things." - 00:35:5800:36:31
"Accountability and having accountability and motivation from your peers is wonderful, but it's absolutely not the same as advisory, and it shouldn't be used as such." - 00:39:0900:39:21
Key Resources Mentioned in this Episode:
Join the Newsletter: Want the link to The B2B Sales Edit? Email me at [email protected] and I'll get you added to the list.
Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.
If you've enjoyed listening to 3 reasons that peer led accountability could be costing you more business than its winning, why don't you check out this episode.
 
Are you speaking to decision-makers or influencers (& why it matters!)
https://bit.ly/SellingToCorporate167
 
Content Disclaimer
The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Today Jess tackles the surprisingly overlooked issue that's stopping entrepreneurs and sales professionals from landing corporate clients: a communication gap that's causing more trouble than you think.
Forget "mindset." It's all about how you communicate.
After working with thousands of entrepreneurs and professional salespeople over 18 years, Jess has noticed a universal fear: nobody wants to come across as "salesy, sleazy, or pushy." But here's the breakthrough - this isn't a mindset problem, it's a communication one. If your messaging doesn't make it crystal clear what you do and how you help, decision-makers will tune out. Worse, they might feel "stupid" and avoid engaging altogether.
Are you making sales too complicated?
From job titles to lead generation to elevator pitches, Jess shares real examples where entrepreneurs are unintentionally alienating potential buyers:
Job titles that sound clever but are confusing.

Lead generation messages stuffed with buzzwords but lacking clarity.

Elevator pitches packed with expertise but out of touch with what buyers actually care about.

The simple truth? Clarity wins. You don't have to prove you're the smartest person in the room - just make it easy for decision-makers to understand what you do.
Jess's Sparkling Sales Advice:
Wear your intellectuality subtly.

Make your messaging accessible.

Help buyers feel comfortable enough to ask questions and start conversations.

If your 5-year-old godson wouldn't get it, it's probably too complex!

 
Practical Takeaways
Simplicity Wins: Whether through your job title, outreach, or elevator pitch, keep your messaging clear.

Make It Accessible: The best salespeople can explain complex solutions in ways anyone can understand - and that's what builds trust and opens doors for meaningful dialogue.

Invite Conversation, Not Intimidation: When people feel comfortable, they ask questions and engage. If you make them feel stupid, they'll simply opt out.

Key Quotes;
Are You Making It Harder for Decision Makers to Buy? 00:10:1100:10:23
"Am I actually making it easy and simple for decision makers to buy from me, or am I unwittingly making this so much harder than it needs to be?"
Why Confusing Messaging Kills Sales 00:26:4800:27:05
"And that is a big sales problem, because when we put other people into that position where they don't understand something, A, it's impossible for them to buy anything, and B, they feel stupid. And when people feel stupid, they don't buy, right?"
The Gift of Simplicity in Sales 00:33:3200:33:51 
"The most gifted salespeople are the ones who can take something that is so incredibly complex and make somebody who doesn't have that same level of technical expertise or capability understand, and understand why it's relevant to them, that is a gift."
The Power of Simplicity in Networking 00:40:1600:40:45
"It's not that I don't do all the things, it's that there is no point in saying all of the things to people who won't know what they are and won't be interested. And that's the same for you, you know. Think about the difference between all of the things that you can do and the things that actually give people the ability to have a conversation with you, that give them the ability to ask questions without feeling dumb."
 




Key Resources Mentioned in this Episode:
 
Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year's inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/
Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.
If you've enjoyed listening to 4 focus areas to smash your sales goals in the first 90 days of 2026 check out this episode.
 
Sales planning season is here... what do you need to consider?
https://bit.ly/SellingToCorporate139
 
If you would like to sign up for our weekly newsletter to stay in touch with the latest B2B sales tips and techniques click https://sellingtocorporate.com/newsletter/
 
Content Disclaimer
The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Time is flying, and if you haven't started building your B2B sales pipeline yet, this is your wake-up call but only if you leverage it strategically. Focus on proactive lead generation, reset boundaries, and get clear about your sales process so your network actually supports your revenue goals. 
In this episode Jess challenges the popular adage that "your network equals your net worth." While your connections are valuable, relying solely on warm contacts can lead to a dangerous plateau - and the dreaded "free consulting" trap.
If you are a coach, consultant, or service provider tired of "picking your brain" coffee chats that never turn into revenue, this episode is for you. 
In this episode, we cover:
The "Network" Myth: Why relying only on warm contacts is limiting your growth in the current B2B landscape.

The Free Consulting Trap: How to stop doing busy work and start focusing on revenue-generating activities.

Cold vs. Warm Leads: Why you need a balance of both to build a sustainable pipeline.

Setting Boundaries: Practical advice on how to retrain your network to support your business goals (without being rude!).

Tools for Growth: How resources like the Expert Services Directory can boost your visibility to both warm and cold prospects.

Make this your "Sales New Year." It's time for some tough love, honest stories from the frontlines, and actionable strategies to get you booked.
Key Quotes;

"We are five weeks into this year. And I know that it seems like we've got endless infinite time and possibilities to do whatever we like, but we actually don't. Most people will work 48 weeks of this year, which means that if you're somebody who's working 48 weeks this year, you only have 43 left to create the sales results that you're looking for this year. And if you work fewer than 48 weeks in the year because you are doing other excellent things like taking summer holidays off or traveling or spending time with family, you have fewer than 43 weeks left of this year to be able to create the sales results that you want. And I think that's motivational /terrifying." 00:02:0600:02:55
Defining Your Network
"And for the purpose of today's episode, I'm going to define network as being your social or professional contacts. And I think that's really important because over the years I've realised that, you know, sometimes people can be unclear about definitions." 00:15:3600:15:53
"Essentially, as business owners, we've been kind of conned into the mentality that if we just give real free value all of the time, that people buy from us, but it's not happening." 00:28:4200:29:03
The Real Reason Businesses Dipped: "I think that actually it was a really good demonstration of the fact that people had not implemented sales skills, techniques and or processes into their business last year." 00:04:1700:04:29
The Limits of Warm Networks in Business
"Warm contacts and warm networks will only get you so far." 00:06:2100:06:26
The Real Danger of Ignoring Cold Leads
"Because if you do not, the risk is not that you might end up in a position where you don't have any cold leads and you don't have any sales calls and you don't have any pipeline because all of your warm leads have been used up. You will experience that issue and when it hits, you will be in a position in your business where you are quite likely to already be investing in expensive kit or where you may have brought associates on to do some delivery who you need to pay." 00:07:5800:08:31
 
Maximising Lead Generation with the Expert Services Directory
"When you join and list yourself on the directory or list your business on the directory, we do proactive marketing to decision makers around the UK so that they can get in touch with you about your services." 00:13:1600:13:16
 
Key Resources Mentioned in this Episode:
 
Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year's inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/
 
Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.
If you've enjoyed listening to 'Is being a great networker costing you B2B sales?' check out these episodes.
 
Three things you can learn about the B2B sales process... from my wedding
https://bit.ly/SellingtoCorporate078
 
Three exciting ways to optimise your B2B sales process (and land more corporate clients!)
https://bit.ly/SellingtoCorporate092
 
If you would like to sign up for our weekly newsletter to stay in touch with the latest B2B sales tips and techniques click https://sellingtocorporate.com/newsletter/
 
Content Disclaimer
The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Wondering why your lead generation efforts aren't landing sales? In this episode, I'm sharing the key difference between decision makers and influencers in corporate organisations - and why targeting the right people will transform your business. Consistency matters and so does knowing who truly holds the budget and sign-off power. Build relationships, but be strategic. 
You'll learn why consistency trumps any "magic" lead generation method, and how focusing your energy on the right contacts can be the difference between wasted time and revenue growth. Whether you're a coach, consultant, speaker, or trainer looking to supplement your lead generation, this episode goes deep into practical strategies—and offers actionable advice to help you build relationships that truly move the needle for your business.
Ready to unlock the secrets to better B2B sales and start this year off strong? Tune in, get inspired, and learn how to have more impactful conversations (and more closed deals) with the people who count.
Key Takeaways:
Qualified Lead vs. Influencer:
Decision makers are those with the job title, remit, and budget autonomy to actually buy your services. Influencers may champion you internally or help you understand organisational needs—but without buying power, your efforts might not convert to sales.

Volume and Consistency Matter:
Lead generation isn't about finding a single "magic bullet" strategy. Whether you use email, LinkedIn, networking, or speaking gigs—consistency in executing your method and clear targeting are what drive results.

Don't Get Stuck on Dead-End Relationships:
If you're spending hours on calls with people who love your insights but never have purchasing authority, it may be time to re-evaluate your prospect list. Pouring energy into non-reciprocal relationships is wasted time (and money).

How to Qualify a Decision Maker:
Ensure your contacts tick these boxes:

Their job title aligns with responsibility for your expertise.

They hold autonomous budget.

They have sign-off power for purchases.

Influencers Still Matter—Just Differently:
Influencers can introduce you to decision makers or champion your offer internally. But remember, if a relationship isn't productive or mutually beneficial, set boundaries so your focus stays on revenue-generating prospects.

Key Quotes;
The Real Challenge of Lead Generation
"One of the major challenges is that people aren't always generating the right kind of leads." 00:03:0100:03:05
Why Your Outreach Isn't Getting Results
"If you haven't worked on the quality and volume and targeting pieces of whatever, whatever outreach strategy you employ, whether it's email, whether it's LinkedIn, whether it's speaking, whether it's networking, whether it's any executive effort, you are not going to see the result you want." 00:17:2300:17:41
The Hidden Pitfall in Sales Strategies
Quote: "Most people are not doing that in their sales process and as a result, it means their sales process is stalled. And it means that they're, I'm going to use the phrase wasting time because they're spending lots and lots of time and energy on cultivating relationships with influencers who are not going to be able to push them up the chain to the, to the actual sale." 00:23:5100:24:16
The Importance of Building Relationships Across All Levels
"Even junior employees are important to know because one day they will get jobs that are in leadership positions where they are a decision maker. So it's important to create relationships with everybody." 00:37:5200:37:54
Key Resources Mentioned in this Episode:
 
Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year's inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/
 
Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.
If you've enjoyed listening to Are you speaking to decision-makers or influencers (& why it matters!) check out these episodes.
 
Generating Corporate Leads  https://sellingtocorporate.com/podcast/stc002-generating-corporate-leads/
 
How to find the right decision maker in corporate organisations 
https://sellingtocorporate.com/podcast/stc022-how-to-find-the-right-decision-maker-in-corporate-organisations/
 
 
If you would like to sign up for our weekly newsletter to stay in touch with the latest B2B sales tips and techniques click https://sellingtocorporate.com/newsletter/
 
Content Disclaimer
The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.

Kicking off 2026 with fresh energy, strategic focus, and real results! 
If you're tired of 2025's energy (or sugar overload), feeling fired up or easing yourself in and want to actually MOVE the needle in your business, your first 90 days of 2026 can pave the way for your best year in business yet. Rather than letting last year's challenges linger, now is the moment to reassess, refocus, and apply some simple, strategic changes that will actually move your business forward.
Here's the four-step crash course, straight from this week's episode:
1. Assess What Worked (and What Didn't) in 2025
Pause before diving headfirst into new strategies. Objectively look back at the activities that generated results for you last year—and just as importantly, the ones that didn't. No self-criticism, just honest reflection. If you need help being objective check out the podcast episode "Sales planning season is here" to help you map out and analyse your sales activities without falling into the self-doubt trap. Link to podcast is in the key resources section.
2. Let Go of Wasted Time and Ineffective Activities
It's not just about what didn't work, but also those things that sapped your energy without any ROI. Sometimes, we continue with activities simply out of habit or uncertainty. If something isn't bringing you leads, revenue, or joy, give yourself permission to stop for at least 90 days. There are plenty of ways to generate leads; don't get stuck on the "shiny object" that isn't serving your goals.
3. Supercharge Your Lead Generation
The secret sauce for a breakthrough year is consistent, high-quality lead generation—with corporates, not just anyone. Jess explains why Q1 is especially crucial:
Many decision makers change jobs in January, so old contacts may have moved on.

Relying on last year's leads can leave you stuck if you realise too late that your pipeline has dried up.

Most people pause for major holidays and during the summer, making now the ideal time to load your pipeline for the calendar year.

Choose a lead generation method that fits your strengths and priorities, become proficient at it, and above all, be consistent.
4. Hone Your Sales Call Skills
After all, leads only become revenue if you can handle the sales conversation. Jess stresses the need to build "muscle memory" for running effective, structured sales calls. Many salespeople—both new and experienced—fail here by not preparing well enough or treating every call as just another friendly chat instead of a targeted conversation. Mastering calls in Q1 not only boosts your conversions but sets up a pattern of confidence and competence for the rest of the year.
Practical Takeaways
Audit last year's efforts with compassion and objectivity.

Cut out energy-draining activities—even if "everyone" else is doing them.

Get serious about proactive lead generation NOW.

Sharpen your sales call skills so you don't lose out on hard-won opportunities.

Key Quotes;
Maximising Your First 90 Days 00:16:2700:16:50
"It's really, really important that when you think about making the most of your first 90 days of 2026, you look at, well, what actually prod result it was supposed to last year and how can I make that better rather than how can I just overhaul my complete sales process because it actually might not need it."
The Lead Generation Mistake Most Entrepreneurs Make 00:25:3800:26:08
"If you are looking to improve your lead generation this year and you fancy me taking some of the load off of you, then definitely check out expertservicesdirectory.com. Enter the code PODCAST at the checkout, you get a special free gift. But if you're thinking, actually, no, Jess, I want to do it myself, that is also fine. But I would encourage you to find a way to do it. This quarter of the year is one of the most important for lead generation."
Mastering Sales Calls for Higher Conversions 00:40:0200:40:15
"You need to develop that skill structure and muscle memory for building out brilliant sales calls this year and doing that in the first quarter of the year, like I say, will give you the right foundations to take it forward."
Why Motivation Alone Isn't Enough for Sales Success 00:10:0500:10:37
 "Whilst that energy is good and that commitment to doing something new and having a positive attitude is brilliant and helpful, if it's not backed up with the strategic activity that you need to do, it's really, really quick for you to get disheartened and it's really, really easy to stop feeling so motivated and start looking at the harsh reality of why am I not getting the results that I want."
 
Key Resources Mentioned in this Episode:
 
Cold & Sold Bundle: Secure your spot at Converting Corporates 2026, get a year's inbound leads, plus access to the popular Cold to Closed course (8 sales calls in 4 weeks, anyone?) .https://smartleaderssell.thrivecart.com/cold-and-sold-bundle/
 
Episode sponsored by The Expert Services Directory: A key resource for coaches / consultants / trainers and done-for-you service providers to generate inbound leads. Access The Expert Services Directory here https://bit.ly/ExpertServicesDirectory and use code PODCAST for a special bonus.
If you've enjoyed listening to 4 focus areas to smash your sales goals in the first 90 days of 2026 check out this episode.
 
Sales planning season is here... what do you need to consider?
https://bit.ly/SellingToCorporate139
 
If you would like to sign up for our weekly newsletter to stay in touch with the latest B2B sales tips and techniques click https://sellingtocorporate.com/newsletter/
 
Content Disclaimer
The information contained above is provided for information purposes only. The contents of this article, video or audio are not intended to amount to advice and you should not rely on any of the contents of this article, video or audio. Professional advice should be obtained before taking or refraining from taking any action as a result of the contents of this article, video or audio. Jessica Lorimer disclaims all liability and responsibility arising from any reliance placed on any of the contents of this article, video or audio.