"There's Always a Way to Do It Better" – ISP NextGen Season3 Podcast with Steve Radford-"There's Always a Way to Do It Better" – Steve Radford (Author, How to Sell; Founding Fellow of the ISP)

"There's Always a Way to Do It Better" – Steve Radford (Author, How to Sell; Founding Fellow of the ISP)

Video Transcription

Video Summary

Steve Radford, founding fellow of the ISP and author of the upcoming <em>How to Sell</em>, explains his journey into sales and how he transformed from hating “pushy” selling to seeing sales as helping people make informed buying decisions. He discusses the Level 4 Sales Apprenticeship, built with employers to support early-career salespeople across industries. Radford outlines six essential sales mindsets: win-win, trust-building, value-add, decision-focused, ROI, and growth mindset. He also describes a seven-step sales process designed to mirror how customers actually buy, stressing that the “understand” stage is often skipped and that the trial close helps gauge readiness before asking for the final close. Ethical selling, he says, means being honest, truthful, influential, and persuasive without manipulation. He closes with advice for sales leaders: focus on the whole person, understand motivation, and keep developing people.

Keywords

sales mindset

ethical selling

sales apprenticeship

customer buying process

trust building

sales leadership