The Sales Transformation Podcast

It’s another Mastercast episode this week on the Sales Transformation Podcast as Phil is joined by another recent graduate of our master’s programme: Ivano Fossati, Chief Revenue Officer EMEA at SAP Customer Experience.    Ivano shares insights from his Master's project on 'Value-Based Selling in the Age of Innovation', emphasising a shift from traditional ideas of Total Cost of Ownership to a model that focuses more on innovation. He discusses the importance of emotional intelligence, customer value, and internal collaboration, as well as how his ideas have been implemented within SAP.    Highlights include:   * [03:36] – Value-Based Selling in the Age of Innovation – what led to the title?  * [19:13] – What drives emotions during selling can differ by stakeholder  * [34:20] – Shifting to a listening mindset     Connect with Philip Squire on LinkedIn [https://www.linkedin.com/in/philipsquire/]   Connect with Ivano Fossati on LinkedIn [https://www.linkedin.com/in/ivanofossati/]    Join the discussion in our Sales Transformation Forum [https://www.facebook.com/share/BipRzjJXnzkn7PTo/] group.    Make sure you're following us on LinkedIn [https://www.linkedin.com/company/consalia] and Twitter [https://twitter.com/Consalia] to get updates on the latest episodes! Also, take our Mindset Survey [https://www.consalia.com/mindset-survey/?utm_medium=podcast&utm_source=transistor&utm_campaign=tl23] and find out if you are selling to customers the way they want to be sold to today.

This week on The Sales Transformation Podcast we’re taking a look back at some of the top moments from Q2 2025 on the show.      Tickets are now on sale for GST XX! [http://eventbrite.co.uk/e/gst-xx-winning-the-right-way-human-connection-in-the-age-of-ai-tickets-1335311014189] Enter code GSTXXEARLY at checkout for £50 off your ticket.      Connect with Philip Squire on LinkedIn [https://www.linkedin.com/in/philipsquire/]     Join the discussion in our Sales Transformation Forum [https://www.facebook.com/share/BipRzjJXnzkn7PTo/] group.    Make sure you're following us on LinkedIn [https://www.linkedin.com/company/consalia] and Twitter [https://twitter.com/Consalia] to get updates on the latest episodes! Also, take our Mindset Survey [https://www.consalia.com/mindset-survey/?utm_medium=podcast&utm_source=transistor&utm_campaign=tl23] and find out if you are selling to customers the way they want to be sold to today.

Later this year we’re going to run a cohort of our Level 7 apprenticeship programme before the funding rules become far more restrictive in 2026. So, what better time to hear from someone who’s been through the programme, as we revisit Phil’s conversation with Simon Topley on The Sales Transformation Podcast!    ORIGINAL SHOW NOTES:  Join us on The Sales Transformation Podcast for another of our Mastercast episodes, spotlighting one of our amazing master’s programme graduates. This week it’s the turn of Simon Topley, Sales Centre Manager at Royal Mail.    Simon began his career at Royal Mail as a postman before shifting into sales. Many years later he found himself on another transformational journey, as managing some new sales apprentices inspired him to begin a level 7 apprenticeship himself, which included studying for his master’s degree.    Highlights include:    * [17:39] – Doing a master's can open your mind  * [27:04] – Learning has a ripple effect in an organisation  * [30:24] – How a culture of learning can improve sales performance    To find out more about our Level 7 sales apprenticeship, click here [https://www.consalia.com/sales-business-school/sales-apprenticeships/professional-practice-in-senior-sales-leadership/].    Connect with Philip Squire on LinkedIn [https://www.linkedin.com/in/philipsquire/]   Connect with Simon Topley on LinkedIn [https://www.linkedin.com/in/simon-topley-msc-l-isp-a41a447b/]    Join the discussion in our Sales Transformation Forum [https://www.facebook.com/share/BipRzjJXnzkn7PTo/] group.    Make sure you're following us on LinkedIn [https://www.linkedin.com/company/consalia] and Twitter [https://twitter.com/Consalia] to get updates on the latest episodes! Also, take our Mindset Survey [https://www.consalia.com/mindset-survey/?utm_medium=podcast&utm_source=transistor&utm_campaign=tl23] and find out if you are selling to customers the way they want to be sold to today.

Consalia’s Head of Marketing Eddie Guevarra once again joins Phil on this week’s episode of The Sales Transformation Podcast, but this time he’s the one being interviewed!    That’s because Eddie has recently completed his Master’s in Sales Transformation – unusual for a marketer!    Together they discuss how Eddie took inspiration from his love of CrossFit, as well as Phil’s own Sales Mindsets, to examine the values that exceptional marketing leaders need to possess.    Highlights include:   * [01:17] – There’s no textbook that can tell you how to be the kind of marketing leader you want to be  * [08:08] – CrossFit and leadership: more related than you might think  * [25:53] – Sometimes getting insights from interviews requires reading between the lines     Connect with Philip Squire on LinkedIn [https://www.linkedin.com/in/philipsquire/]   Connect with Eddie Guevarra on LinkedIn [https://www.linkedin.com/in/eddieguevarra/]    Join the discussion in our Sales Transformation Forum [https://www.facebook.com/share/BipRzjJXnzkn7PTo/] group.    Make sure you're following us on LinkedIn [https://www.linkedin.com/company/consalia] and Twitter [https://twitter.com/Consalia] to get updates on the latest episodes! Also, take our Mindset Survey [https://www.consalia.com/mindset-survey/?utm_medium=podcast&utm_source=transistor&utm_campaign=tl23] and find out if you are selling to customers the way they want to be sold to today.

It’s the twentieth year of Global Sales Transformation, so this week Eddie and Phil sat down to discuss the history of the event and some of the highlights they’ve seen over the years.    They then move on to talk about this year’s theme, which will focus on how salespeople can keep selling in an ethical, human way while taking advantage of the latest developments in AI.     Highlights include:   * [05:41] – Looking back on two decades of GST  * [09:56] – This year’s theme: Winning The Right Way  * [15:13] – Refreshing Phil’s research into how companies want to be sold to      Tickets are now on sale for GST XX! [http://eventbrite.co.uk/e/gst-xx-winning-the-right-way-human-connection-in-the-age-of-ai-tickets-1335311014189] Enter code GSTXXEARLY at checkout for £50 off your ticket.      Connect with Philip Squire on LinkedIn [https://www.linkedin.com/in/philipsquire/]   Connect with Eddie Guevarra on LinkedIn [https://www.linkedin.com/in/eddieguevarra/]    Join the discussion in our Sales Transformation Forum [https://www.facebook.com/share/BipRzjJXnzkn7PTo/] group.    Make sure you're following us on LinkedIn [https://www.linkedin.com/company/consalia] and Twitter [https://twitter.com/Consalia] to get updates on the latest episodes! Also, take our Mindset Survey [https://www.consalia.com/mindset-survey/?utm_medium=podcast&utm_source=transistor&utm_campaign=tl23] and find out if you are selling to customers the way they want to be sold to today.