This week on the Mastering Sales and Negotiations podcast, we sat down with Casper Guldager, who shared some refreshingly honest insights about why AI so often stalls inside commercial teams, and what leaders can do to change that.

In this Quick Win episode, Rachel Massey is joined by Robin Hoyle to unpack the biggest takeaways from that conversation, including:

• Why leaders need to go first and use AI themselves
• How AI can take on the admin, prep and process-heavy work
• Why the future of sales means doing more of what you love and less of what you don’t

In this episode of Mastering Sales and Negotiations, we sit down with Casper Guldager, AI consultant and co‑founder of Adaptig, whose career spans a decade of helping organisations like LEGO and KPMG integrate AI into commercial performance.

Casper argues that while AI technology is accelerating rapidly, the real barrier to adoption isn’t tools — it’s leadership. He explains why AI transformation must start at the top, how leaders can model the right behaviour, and what an effective “executive AI blueprint” actually looks like.

We explore the practical side too: where AI genuinely improves sales effectiveness, how high‑performing teams use AI for deep account research, and what separates the reps who thrive with AI from those who give up too early.

Casper also shares why commercial mindset is becoming one of the most important human skills in an AI-enabled world — and what the next 3–5 years will mean for the role of the salesperson.

Packed with practical examples, honest reflections, and lessons from both successful ventures and failed experiments, this episode gives leaders a grounded, actionable view of what it really takes to build an AI‑first sales organisation.

Welcome back to the Mastering Sales and Negotiations podcast. This week, we were joined by Martin Couzins, Founder and CEO of Insights Media, for a conversation all about intentional customer listening and how deep questioning, real thinking space, and genuine curiosity can transform commercial relationships. Today I’m joined by Robin Hoyle to unpack the big takeaways from that discussion. And if you’re new to the show, Robin is Huthwaite’s Head of Learning Innovation, a globally recognised L&D leader, a conference regular, and an expert in turning behaviour change into real-world commercial outcomes. In short - he knows his stuff. Together, we’ll break down the practical actions you can take to improve the quality of your questioning, elevate your listening, and turn customer conversations into insights that drive renewal, trust and long-term value. Let’s dive in.

In this episode of Mastering Sales & Negotiations, we explore how intentional customer listening transforms everyday interactions into strategic growth opportunities. Listening isn’t just about hearing feedback—it’s about unlocking the insights that drive renewals, referrals, and long-term loyalty.

We’ll dive into how real customer success stories begin with understanding what customers truly value. These insights also fuel innovation—helping teams identify unmet needs, refine offerings, develop messaging that resonates deeply and differentiates in competitive markets.

Join us as we unpack practical strategies and real-world examples that show how listening can be your most powerful sales and marketing tool.

Welcome back to the Mastering Sales and Negotiations podcast. I’m your host, Rachel Massey. This week on the podcast, we were joined by Emma Pacey, Trading Director at one of the UK’s largest supermarket chains. In our conversation, Emma lifted the lid on what we called the double negotiation - the balance between securing great deals with suppliers and negotiating just as effectively inside the organisation to align teams, priorities, and strategy. Today, I’m joined by Robin Hoyle to unpack the key takeaways from that discussion — from the art of internal persuasion to the traits that separate good suppliers from truly great partners. And why Robin? Well, he’s a leading figure in the learning and development space, a regular speaker at global conferences, the author of two books on learning culture, and a former Sales Director who’s been in the hot seat of high-stakes negotiation himself. In short, he knows his stuff. Let’s dive in.

In this episode, we sit down with Emma Pacey, Trading Director from one of the UK's largest supermarket chains to uncover the often-overlooked reality of their role: negotiation isn't just about driving hard bargains with suppliers—it's about winning hearts and minds internally, too.

Our guest reveals why success at the trading desk requires a delicate balance of external negotiation prowess with suppliers and the equally critical skill of building consensus across internal teams—from category managers and marketing to finance and operations. Discover how the best Trading Directors navigate competing priorities, secure stakeholder buy-in, and align diverse departments behind a unified commercial strategy.

We also explore what separates good suppliers from great ones when it comes to the negotiating table. Our guest shares real examples of how suppliers who understand the challenges supermarkets face can transform potentially difficult negotiations into collaborative partnerships—and why preparation and fluency in "buyer speak" can be the difference between a rejected proposal and a long-term contract.

Whether you're in retail buying, supplier management, or interested in the tough commercial mechanics of the supermarket industry, this conversation offers rare insights into the negotiations of those who decide what lands on Britain's shelve - and at what price.

Welcome back to the Mastering Sales and Negotiations podcast. I’m your host, Rachel Massey. This week on the podcast we had the pleasure of being joined by entrepreneur and sales leader Mike Pritchett. In our chat we discussed where AI ends, and where humans must begin in order to balance automation and authenticity in the sales world. Today I am joined by Robin Hoyle, to discuss the key takeaways from our conversation with Mike. And what makes Robin such an expert you might ask – well, he is very well known in the L&D industry, addresses leaders all over the world at conferences and summits, is the author of two books around learning culture and has walked in Sales Director shoes himself. Suffice to say, he knows his stuff.

The Mastering Sales and Negotiations podcast returns with a brand-new series and we’re kicking it off with our first guest: entrepreneur, founder, and sales leader Mike Pritchett.

🎙️ Episode 1: Sales enablement reimagined — Where AI ends and humans begin

AI is transforming prospecting, outreach and efficiency…
But can it ever replace trust, humour, empathy and real connection?

In this episode, Mike breaks down:
✨ The moments where AI supercharges sales
✨ The moments where only humans can win the deal
✨ Why emotional intelligence is becoming the ultimate sales differentiator
✨ How to “add value, not noise” in an AI-saturated world

One you don’t want to miss!