Welcome back to Berko and Beyond, the podcast celebrating the local business community in Berkhamsted and the surrounding areas.
In episode three, host Ben Baldwin sits down with a guest mentioned lots of times in our first two episodes: Leigh Cohen from Sales Geek. Leigh brings over 25 years of diverse sales experience, from running his own IT business and working with corporate giants like Virgin Media, to building sales teams for Silicon Valley startups. Now, through the Sales Geek franchise, he brings that wealth of corporate knowledge to help local small businesses.
If the word "sales" makes you picture a pushy, secondhand car salesman and leaves you feeling a bit "icky," this episode is for you. Leigh breaks down why we need to change our perception of selling, explaining that it is actually 80% science and problem-solving, and 20% authentic personality.
Whether you are a sole trader or running a scaling B2B company, Leigh drops incredible value on how to grow your business, including:
- Ditching the Ego: Why the biggest mistake businesses make is talking too much about themselves, and how to shift your focus to the customer's pain points.
- The Power of the ICP (Ideal Customer Profile): Why niching down to a specific audience doesn't mean losing business, but actually allows you to speak their language and become highly relevant.
- The Four Pillars of Sales: A breakdown of Proposition, Pipeline, Process, and People to help you systemise your revenue.
- Professional Persistence & Follow-Up: Why you should stop sending "just checking in" emails, how to add value in every interaction, and why every meeting must end with a diarised next step.
- Introverts Make Great Salespeople: Why "the gift of the gab" is a myth, and how the ability to actively listen and ask the right questions is the true superpower in sales.
- Dacorum's Den & Pitching: A behind-the-scenes look at the pitching bootcamps Leigh ran to help local businesses tell their stories to the "dragons".
Leigh also discusses his free local networking and training events, the Sales Club, which runs every six weeks in Watford, Hemel Hempstead, and soon, Berkhamsted.
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Guest Links:
Leigh Cohen - Sales Geek - LinkedIn |https://www.salesgeek.co.uk/franchise/south-and-west-hertfordshire/
Sales Club Booking Link: https://www.eventbrite.co.uk/e/1984826226674?aff=oddtdtcreator
Host Links:
Ben Baldwin LinkedIn Chuffed Productions LinkedIn | https://chuffed.video/