Selling To Corporate

As we wrap up Q1 (and look ahead to Q2!), I've been taking stock of market trends and what's impacting business for coaches, consultants, and experts selling to corporates. This quarter, I've seen incredible client wins - like proposals accepted at £31,000 and larger scale training projects signed off. But I've also noticed some worrying shifts in the wider landscape.
A phenomenon I'm seeing play out is the "race to the bottom" - companies and entrepreneurs slashing prices, reducing standards and chasing quick wins. 
Now's the time to stop panic selling; double down on a proven sales process and refuse to compromise on quality or value. If you've been caught up discounting offers or overwhelmed by noisy trends, use this as your cue to reset. While the market is changing, there are significant risks in adopting a 'herd mentality' without a clear strategy. Focus on what really works and set your business up for a standout year ahead.
Key takeaways for you:
Stop waiting for change: The old "wait and see" approach isn't working anymore. Set boundaries around your sales process and dedicate time for consistent sales activities or risk being left behind.

Don't compete only on price: Lowering your fees or creating cheaper offers can create a damaging market feedback loop. Instead, focus on quality, credibility, and premium transformation to stand out and win repeat business.

Double down on proven processes: Relying on shiny new marketing tactics or AI quick fixes isn't a substitute for a robust sales process. The best results come from consistent lead generation, expert-led sales conversations, and strong proposals.

If your Q1 has plateaued or declined, now is the time to reset and rethink your approach. You still have nine months to turn things around in 2026 - but only if you take action now.
Key Quotes;
Race to the Bottom in Coaching: "What we are seeing is that as a result of this race to the bottom mentality where people are cutting their prices, they're trying to do everything at discounted rates, they are, you know, working often without or in unregulated areas." 00:26:3600:26:53
Quality Over Price: "I have always openly said to my corporate clients, look, I'm not the cheapest resource. But the reason that I'm not is because I'm really, really good at what I do and I've got a really good success rate." 00:33:4900:34:02
The Race to the Bottom in Pricing: "If you have lowered your prices, tried to create cheaper offers in the hope that companies will buy them, or avoided increasing your rates in the last 612 months, that is a way that you're being impacted by the race to the bottom and by public feeling around companies only wanting to buy things that are cheap." 00:46:0200:46:20
The Race to the Bottom in Online Education: "Essentially the online space has entered a race to the bottom and that means that people have compromised quality of service, they have lowered their pricing, they have compromised regulations and standards. In some places they're even compromising Core beliefs that I think are really serious around equality, around diversity, around discrimination that is exactly representative of what race to the bottom looks like, if you consider the online space as its own entity." 00:24:2900:25:12
The Hidden Risks of Relying on AI for Corporate Training: "They're paying for you to be able to go in and use your expertise and lived experience to deliver transformation. Again, fine, to use for inspiration, but I wouldn't be planning out client work using it. That is a contribution to some of those points we talked about earlier around lack of due care and quality and service provision, you know, because we don't know where that information goes and a lot of us don't know what anyone else is plugging into these models and whether they're naming companies, whether they're talking through difficult situations that they're experiencing, you know, outside of the sales process. That could be considered confidential information that then is available for somebody with a good prompt and a lot of time to get access to." 00:54:4100:55:38



Key Resources Mentioned in this Episode:
Join the B2B Sales Edit https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%
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 Racing to the bottom' (and what does that mean for revenue in Q2?) check out these episodes.
 
5 important things to remember when creating an offer to sell to corporate clients
https://podcasts.apple.com/gb/podcast/5-important-things-to-remember-when-creating-an/id1469526548?i=1000712712897
Creating your best B2B sales mindset (and generating more revenue!) https://sellingtocorporate.com/podcast/stc112-creating-your-best-b2b-sales-mindset-and-generating-more-revenue/
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.

Do you ever feel like you're hustling non-stop just to keep up with your current delivery—and then, suddenly, your sales pipeline dries up? Or maybe you go from feast to famine: booking lots of work, then radio silence, then panic?
I've been there. In fact, it's something I hear a lot from consultants and coaches so today I'm sharing the straightforward sales technique I've used for the last 10 years to sign new corporate clients every single month - even when things get busy.
Most of us get stuck in a cycle: when we're flush with delivery, we go all-in for our clients, leaving sales activity until we're running on fumes, promising ourselves we'll tackle it "tomorrow." Before you know it, there's no new pipeline… and the cycle starts over.
Why? Three key reasons:
Pricing: Are you charging enough to justify your time, or is every new client eating into space you should use for business development?

Forgetting Your Real Job: You're not just a consultant/coach/trainer—you're also the lead salesperson in your business.

Reactive, Not Proactive: You spend your best energy on client delivery, leaving sales for when you're already exhausted (and it shows).

The Simple Technique That Changes Everything
Ready? Here it is: 10 Before 10.
Every day, before 10am, complete 10 meaningful sales activities. That's it.
I started doing this in my very first corporate role - and have continued ever since:
It puts your pipeline first, not clients' urgent requests.

You build the habit and "sales muscle" by practicing daily, not just when the panic sets in.

By focusing on true sales activities (not just tinkering with your LinkedIn profile!), you consistently generate leads and stay visible.

What counts as a "sales activity"?
Proactively reaching out to new contacts or decision makers

Sending follow-ups or chasing invoices

Writing or sending proposals

Anything that promotes direct sales action - NOT just passive content posting

How to Make It Work for You
Block an Hour Each Morning. No emails, no delivery work - just you and your pipeline.

Define Your Sales Activities. 

Treat Sales Like Your Most Important Client. Because it is. The activities you stack up today will create clients and cash flow 90 days from now.

You deserve a business that's predictable, impactful, and sustainable - not one that leaves you drained or dreading another quarter.
Key Quotes;
Overcoming Sales Overwhelm
"People are often feeling quite overwhelmed by their own sales process and particularly how they manage that with delivery." 00:08:0700:08:16
 
Viral Productivity Hack: "If I can do 10 sales activities every day before 10 AM, then my pipeline will always be building because I'm actively choosing to do sales activity first, which means I'm actively prioritising my pipeline first thing in the morning." 00:19:3500:19:52
 
"This should be a busy time for your sales process, and you should be making conversations with corporates happen now." 00:05:3200:05:40
 
"And that's something I've really tried to keep in my own business, is this idea of having definite decompression time where I'm just not working and not thinking about work." 00:01:0400:01:14

"The problem is, a lot of people think about, well, I'm just going to focus all in on this delivery, and then I'm going to do business development when I have the energy. That is really difficult because unfortunately, if you are in that pattern - and you'll recognise it instantly if you are - when that happens, you operate in this feast-famine cycle because your business has to." 00:09:3100:10:04
 
"There are so many things that fall under sales activities that do not involve any social media platform or any content creation that you absolutely should be prioritizing each day." 00:20:4600:20:57
 
Avoiding Burnout in Business: "It is a recipe for A, hating your sales activity forever, and B, burning out you know, and actually not enjoying the business that you've spent so much time and energy to create." 00:23:0900:23:22
 
Key Resources Mentioned in this Episode:
Join the B2B Sales Edit https://magic.beehiiv.com/v1/988ac64b-5875-4924-9d10-50faad2aa4ad?email=%EMAIL%
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 The simple sales technique I use to sign corporate clients every month, 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.

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.