The Luxury Of Choice - Sales Skills Podcast

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• Hamid Ghanadan: How Technical Buyers Really Make Decisions 14.06.2026 34Min.

  In this episode of The Luxury of Choice, Steve Vaughan and Christian Walter are joined by Hamid Ghanadan, founder of The Linus Group and author of Not Buying It- The art of selling to scientists, doctors, and other professional skeptics. Drawing on his background as a biochemist and commercial strategist, Hamid explains why scientists and technical buyers are often described as the world's most sceptical audience—and why data alone rarely drives purchasing decisions. The conversation ex...
• Sales Manager's Playbook – Coaching vs Controlling 31.05.2026 33Min.

  n this episode of The Luxury of Choice, Steve Vaughan is joined by Jonathan Cooper and Pascal Le Floch to explore one of the biggest challenges facing sales managers: knowing when to coach and when to direct. The discussion covers: What coaching really means—and why it is not giving advice or telling people what to do. The difference between coaching, directing, supporting, and delegating. Why many sales managers default to controlling behaviour, especially under p...
• Imposter Syndrome in Technical B2B Sales 17.05.2026 33Min.

  Most salespeople and leaders face Imposter Syndrome in sales - the feeling of self doubt and of being " a fraud". In this episode, host Steve Vaughan is joined by fellow George James trainer Jonathan Cooper and special guest Rupa Ark, a Senior Sales Director from Azenta Life Sciences. The panel discuss why salespeople can suffer from Imposter Syndrome, how to cope with it, and why it shows you care about your job and the customer. Rupa Ark on LinkedIn : https://www.linkedin.com/in/...
• You're Not the Technical Expert- and That's OK! 03.05.2026 32Min.

  Can technical sales people in B2B sales be TOO technical? And can their technical knowledge be a comfort zone crutch in the sales call, to the detriment of understanding and satisfying customer needs? In this episode of the Luxury of Choice, Steve Vaughan and Jonathan Slasinski are joined by Matt McCormack, International Sales Manager of Natus Sensory to discuss: The role of technical knowledge in sales successBuilding credibility through honesty and relationshipsKnowing when to involve...
• Unlocking LinkedIn: How to Find Your Perfect Customer 19.04.2026 36Min.

  LinkedIn is a phenomenal resource for B2B sales professionals to research, and then connect with potential customers. Even the free version of LinkedIn has powerful search tools to help you search for your perfect customer. In this episode, Steve is joined by Christian Walter, Pascal le Floch and Jonathan Slasinski for a face to face recording of The Luxury of Choice, following a team strategy meeting. The panel discuss how to use LinkedIn proactively, and why sales professionals need to thin...
• How to Make Cold Calls Warmer (Without Sounding Like a Sales Script) 29.03.2026 36Min.

  Cold calling has a reputation—and not a good one. In this episode of The Luxury of Choice, Steve Vaughan is joined by the George James training team and special guest Manel Berga to explore a simple but powerful question: How do we make cold calling… warmer? From rejection and low pickup rates to the rise of LinkedIn, AI, and changing buyer behaviour, this conversation unpacks what modern prospecting really looks like in B2B sales—especially in technical and life science environments. T...
• What do GREAT sales people do after EVERY sales visit? 08.03.2026 29Min.

  What do top performing sales people do when they leave the customer? And how can spending just a little time after a visit reflecting how the meeting went improve performance and results? Steve Vaughan is joined to discuss this important topic by regulars Christian Walter and Jonathan Slasinski, and also by a special guest - Kate Sanders, Sales Manager for UK and Northern Europe for Biosero. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green&nbs...
• How to walk away from a sale 20.02.2026 31Min.

  Knowing how (and when) to walk away from a sales opportunity is a difficult, but important skill for a technical salesperson to learn. Great sales people lose fast and lose early! In this episode of the Luxury of Choice, host Steve Vaughan is joined by fellow trainers Jayne Green and Jonathan Slasinski to discuss when a salesperson should walk away, and how to do it professionally. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green a...
• Getting your purchase order out of purchasing - revisited! 15.02.2026 36Min.

  All the training team of George James have been delivering training programmes flat out across North America and Europe, so here is a chance to listen back to a show from 2025. Ensuring you have a working relationship with your customers purchasing department is vital if you are able to receive a purchase order at the right price and the right time. In this episode Jayne Green and Jonathan Cooper join Steve Vaughan to discuss best practice in working with purchasers so sales peopl...
• Handling customer objections -revisited! 01.02.2026 39Min.

  The George James training team have been flat out since the start of 2026 and are at the time of uploading delivering sales and leadership training across the continents and time zones. So, here is the chance to listen back to a previous show from 2024 all about handling customer objections - and why, in fact customer objections aren't necessarily bad news. This episode has proved to be one of most popular shows, and features Jonathan Cooper, Pru Layton and Steve Vaughan. Steve Vaughan...
• How to get more face to face meetings 18.01.2026 28Min.

  For this first episode of the Luxury of Choice Podcast, host Steve Vaughan is joined by fellow trainers Jayne Green and Pascal le Floche. Since the pandemic, getting face to face meetings with prospects has become more difficult, with an increase in virtual, remote meetings instead. Whilst sales calls over Teams, Zoom, etc have their place, there is no substitute for visiting the customer. Meeting face to face allows us to build trust, get a fuller understanding of their challenges and needs,...
• Forecasting - Or Fortune Telling! 18.12.2025 34Min.

  For this last show of 2025, host Steve Vaughan is joined by the "two Jonathan's" - Cooper and Slasinski to delve into the critical topic of sales forecasting. The team discuss the definition of forecasting, its importance in sales management, and the best practices for achieving accurate predictions. Topics include the role of data, the challenges faced in forecasting, and the dynamics of teamwork in achieving sales goals. The episode concludes with practical tips for improving forecasting ac...
• Navigating Stakeholders in Complex Sales 05.12.2025 36Min.

  In this episode of the Luxury of Choice podcast, host Steve Vaughan and his colleagues Jonathan Slasinski, Christian Walter and Pascal Le Floch discuss the importance of managing stakeholder groups in B2B sales, particularly in the life sciences sector. They explore the necessity of engaging with multiple stakeholders beyond just the end users, including decision-makers in various departments such as operations and IT. The team discuss the need for a balanced approach between top-down a...
• What Laboratory Buyers REALLY want 22.11.2025 29Min.

  In this episode of The Luxury of Choice, host Steve Vaughan and guests Christian Walter and Jonathan Slasinski discuss the essential needs and expectations of customers in the laboratory equipment sector. They explore the importance of understanding customer workflows, the value of face-to-face interactions in building trust, and the role of emotional intelligence in sales. The conversation emphasizes the need for salespeople to prioritize customer needs over upselling and to foster long-term...
• Getting More Appointments 07.11.2025 33Min.

  Getting appointments with key customers and prospects is vital in successful B2B sales. It's never been easy, and it is only getting more difficult! In this episode of the Luxury of Choice podcast, host and Senior Sales Trainer Steve Vaughan is joined by two fellow members of the George James training team to discuss approaches, best practice and strategies in getting more face to face meetings with decision makers. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal l...
• Why rejection isn't personal, and how to learn from it 26.10.2025 32Min.

  In this episode of the Luxury of Choice Podcast Steve Vaughan and Jayne Green and joined by Jonathan Slasinski for his first podcast with the team to discuss the inevitable aspect of rejection in sales. They explore how to cope with rejection, the importance of emotional intelligence, and the learning opportunities that arise from these experiences. A key takeaway that rejection is not personal but rather a part of the business process, and they share personal stories from their own sales car...
• The Dangers of the Corridor Conversation 12.10.2025 28Min.

  In this episode of The Luxury of Choice, Steve is joined by Jayne Green and Christian Walter to discuss the concept of corridor conversations in sales, exploring their significance, appropriate topics, and the potential pitfalls. They emphasize the importance of professionalism, curiosity, and relationship-building during these informal interactions, whether in-person or virtual. The conversation also touches on the dynamics of meeting in different environments, such as labs versus coff...
• Why the Demo Isn't the Sale! 28.09.2025 35Min.

  In this episode, Steve is joined again by fellow sales trainers Pru Layton and Christian Walter, to discuss product demonstrations. All too often in technical B2B sales, salespeople are too eager to book a product demonstration with a customer, without properly qualifying the opportunity. Steve, Pru and Christian discuss timing of the demonstration, how to prepare, and why the demonstration is part of the sales process, not the final objective. Steve Vaughan, Jonathan Cooper, Pru Layto...
• Why the sales call starts before the call! 14.09.2025 32Min.

  The Luxury of Choice is back for Series 3! In the episode, host Steve Vaughan and trainers Pru Layton and Christian Walter discuss the critical importance of preparation before sales calls. They explore various aspects of preparation, including mental, physical, and technical readiness, as well as the significance of researching customers to bring value to meetings. The conversation also touches on the role of AI in enhancing preparation and shares real-life examples of both good and bad prep...
• George James training in the US - Meet Jonathan Slasinski 28.08.2025 17Min.

  In this bonus episode of the Luxury of Choice podcast, host Steve Vaughan introduces Jonathan Slasinski, a new member of the George James training team based in the United States. Jonathan shares his diverse career journey from being a high school science teacher to a successful sales professional in the life sciences industry. He discusses his transition into training and enablement roles, emphasizing the importance of effective training programs. The conversation explores the benefits...