Your salespeople know their products. But how well do they understand their customers' problems?
Technical salespeople are often very good at explaining what their products do.
They can answer difficult questions, discuss specifications and recommend solutions.
But that doesn't always lead to commercially useful conversations.
Sometimes the customer needs help understanding the problem before they're ready to consider the solution.
That's what this five-day practical Dash is designed to address.
Five days. Real customer situations. Better commercial conversations.
The Product to Problem: Better Conversations Dash helps technical salespeople look beyond requirements and specifications, explore what really matters to customers and develop more commercially useful conversations.
No lengthy programme to commit to.
Just a focused week of learning, practice and application, supported by Fred Copestake.
Who is it for?
Sales teams with technically capable people who:
- Know their products better than they know their customers' businesses
- Get drawn into specifications and solutions too early
- Have good meetings that don't always progress
- Struggle to explore the commercial consequences of customer problems
- Could contribute more to customers' thinking and decisions
It's suitable for technical salespeople who want to improve how they work with customers by making the shift from technical expert to trusted advisor
What happens during the five days?
Monday: Recognise the problem
Join Fred for a live kickoff session. Explore why technical expertise doesn't always translate into commercial progress, and identify a real customer situation to work on.
Tuesday: Understand the customer's world
Look beyond the immediate requirement. Consider what might be causing the problem, who else is affected and why it matters.
Wednesday: Prepare a different conversation
Develop questions and approaches that help customers think more clearly about their situation.
Thursday: Put it into practice
Apply the thinking to a real customer opportunity, through a conversation or structured preparation and rehearsal.
Friday: Review, practise and improve
Join Fred for a second live session. Explore what happened, get feedback and decide what to do differently next time.
What do you get?
- Two live group sessions with Fred Copestake
- Five days of guided practical activities
- Product Gravity self-assessment
- Problem Fluency worksheet
- Customer conversation planning tool
- Practical question prompts
- Opportunities to practise and receive feedback
- Session recordings and supporting resources
- A personal action plan for continued improvement
What should be different by Friday?
Participants should be better equipped to:
- Recognise when they're moving into product discussions too early
- Explore the business problems behind customer requirements
- Ask questions that help customers clarify their thinking
- Prepare more purposeful commercial conversations
- Apply what they've learned to their own customer situations
The aim is to make a useful change during the week, then give participants a practical way to keep developing it.
Grab the opportunity NOW
Dash starts 7th December 2026
Limited number of spaces
Special price of £149 (+ VAT)
Five days of focused development, two live sessions and practical tools to take back into customer conversations.
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Designed by professionals for professionals
Fred Copestake is founder of Brindis
Over the last 24 years he has travelled round the world 14 times visiting 38 countries working with 10,000 salespeople
Using this to understand the challenges salespeople face he has taken what makes a difference in modern selling and explored this in his book 'Selling Through Partnering Skills’.
These ideas form the basis of his work with sales professionals involved in complex B2B sales to develop their approach and ensure it is up to date and has maximum impact.
Aware of the unprecedented speed of change in the world of sales in his second book 'Hybrid Selling' he addressed how salespeople can adapt and evolve their approach to avoid becoming irrelevant. This quickly went to number one on Amazon after it’s launch.
Fred's third book is 'Ethical Selling' and he is host of the popular Sales Today podcast
When Fred is not delivering training to UK or international clients, he can be found enjoying rugby, cricket and time with his wife.
Brindis is a specialist sales performance consultancy run by consultants for clients.
By having direct interaction with stakeholders we are better able to deliver required outcomes more effectively.
We are all about ‘performance enhancement’ for the people we work with and all over the world Brindis has worked with clients to improve the results of both individuals and teams.
The premise is simple, ‘if you always do what you’ve always done, you always get what you’ve always got’.
By identifying the things to change to achieve maximum impact Brindis can help deliver the outcomes desired by sales people, managers and the organisation in general.
Change by chance or chance by change?
Grab the opportunity NOW
Dash starts 7th December 2026
Limited number of spaces
Special price of £149 (+ VAT)
The small (but important) stuff:
This Dash is about delivering results which is why we enroll only if you are serious about working on yourself and your selling
It is not for everyone and in line with a true collaborative mindset we want to ensure our mutual success
For the same reason we limit the number of places
Donation
We support B1G1 giving projects
For every participant we will make a donation do that a less privileged person can also learn
Imagine if you could change lives every day just by doing what you do…
