Selling isn’t about persuading people to buy.

It’s about helping them decide what to do next.

A new book from Fred Copestake exploring a more thoughtful and effective approach to modern sales conversations.

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Selling Doesn’t Need to Feel Like This

Many traditional sales approaches still rely on pressure, persuasion and tactics designed to push deals forward.

But modern buyers expect something different.

They want transparency, understanding and the freedom to make decisions with confidence.

Trust First Selling offers a different perspective.

Instead of focusing on persuasion, it focuses on trust.

A Different Way to Think About Selling

Trust First Selling is built around a simple idea

When trust comes first, better decisions follow

Rather than trying to control outcomes, this approach focuses on helping buyers understand their situation clearly and decide what to do next with confidence

The Trust First Selling Model

Connect - Consult - Close

Create safety

Build clarity

Enable confident decisions

Three simple stages that transform how sales conversations happen.

What You'll Discover in the Book:

How to create genuine connection without artificial rapport techniques

How to explore a buyer’s situation with curiosity rather than interrogation

How to support confident decisions without pressure or persuasion

How to apply the Connect - Consult - Close model in everyday conversations

How trust leads to stronger relationships and better outcomes.

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Who This Book Is For?

Trust First Selling is written for:

Professional sellers

Consultants and advisors

Founders and business owners

Anyone who finds themselves selling as part of their role

In short, anyone who wants to sell effectively without compromising their values.

Fred Copestake

Fred Copestake is founder of Brindis

Over the last 25 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 and cats.

Fred’s ambition is simple but powerful:
Good people, doing good things, in a good way.