Selling isn’t about persuading people to buy.
It’s about helping them decide what to do next.
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A new book from Fred Copestake exploring a more thoughtful and effective approach to modern sales conversations.
Selling Doesn’t Need to Feel Like This
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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.
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A Different Way to Think About Selling
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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
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âś… Create safety
âś…Build clarity
âś… Enable confident decisions
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Three simple stages that transform how sales conversations happen.
What You'll  Discover in the Book:
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- Â 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.
Who This Book Is For?
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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.
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Fred Copestake
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Over the last 22 years, Brindis Founder Fred Copestake has travelled around the world 14 times, visiting 36 countries and working with more than 10,000 salespeople.
He distilled what really makes a difference in modern selling into his first book, Selling Through Partnering Skills, which has become the foundation of his work with sales professionals in complex B2B environments. His focus is on helping them develop approaches that are up to date, relevant, and impactful.
Fred believes that people grow through learning and sharing, and that with stronger collaboration we can make a real difference. This belief runs through all his work and writing.
His second book, Hybrid Selling, was written in response to the speed of change reshaping the sales world, with the aim of helping salespeople future-proof their careers by doing the right things to stay relevant.
Most recently, Fred published Ethical Selling, which challenges sales professionals to build long-term success through integrity, trust, and customer-first practices.
Fred’s ambition is simple but powerful:
Good people, doing good things, in a good way.
Be the First to Hear When the Book Launches
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