It’s another Mastercast episode this week on the Sales Transformation Podcast as Phil is joined by another recent graduate of our master’s programme: Ivano Fossati, Chief Revenue Officer EMEA at SAP Customer Experience.

Ivano shares insights from his Master's project on 'Value-Based Selling in the Age of Innovation', emphasising a shift from traditional ideas of Total Cost of Ownership to a model that focuses more on innovation. He discusses the importance of emotional intelligence, customer value, and internal collaboration, as well as how his ideas have been implemented within SAP.

Highlights include:

• [03:36] – Value-Based Selling in the Age of Innovation – what led to the title?
• [19:13] – What drives emotions during selling can differ by stakeholder
• [34:20] – Shifting to a listening mindset

Connect with Philip Squire on LinkedIn

Connect with Ivano Fossati on LinkedIn

Join the discussion in our Sales Transformation Forum group.

Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

This week on The Sales Transformation Podcast we’re taking a look back at some of the top moments from Q2 2025 on the show.

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Connect with Philip Squire on LinkedIn

Join the discussion in our Sales Transformation Forum group.

Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.

Later this year we’re going to run a cohort of our Level 7 apprenticeship programme before the funding rules become far more restrictive in 2026. So, what better time to hear from someone who’s been through the programme, as we revisit Phil’s conversation with Simon Topley on The Sales Transformation Podcast!

ORIGINAL SHOW NOTES:

Join us on The Sales Transformation Podcast for another of our Mastercast episodes, spotlighting one of our amazing master’s programme graduates. This week it’s the turn of Simon Topley, Sales Centre Manager at Royal Mail.

Simon began his career at Royal Mail as a postman before shifting into sales. Many years later he found himself on another transformational journey, as managing some new sales apprentices inspired him to begin a level 7 apprenticeship himself, which included studying for his master’s degree.

Highlights include:

• [17:39] – Doing a master's can open your mind
• [27:04] – Learning has a ripple effect in an organisation
• [30:24] – How a culture of learning can improve sales performance

To find out more about our Level 7 sales apprenticeship, click here.

Connect with Philip Squire on LinkedIn

Connect with Simon Topley on LinkedIn

Join the discussion in our Sales Transformation Forum group.

Make sure you're following us on LinkedIn and Twitter to get updates on the latest episodes! Also, take our Mindset Survey and find out if you are selling to customers the way they want to be sold to today.