Today’s buyers aren’t struggling with a lack of information -they’re overwhelmed by it.

Reports, webinars, emails, stats… it’s a constant barrage. But what they really need is someone who can help them cut through the noise and bring clarity to complexity.

In this episode of Sales Today, I explain what ‘insight’ actually means in modern B2B sales - and why it’s more than just sharing clever stats or flashy trends.

The conversation explores how sales professionals can shift from simply offering options to actually reframing how customers view their own challenges and opportunities.

I share a simple yet powerful framework - Trend, Impact, Action - that enables sellers to deliver insights that are timely, relevant, and genuinely useful.

I also share actionable strategies for uncovering these insights without turning into a full-time researcher.

Whether it's spotting patterns in current customer activity, tracking competitor moves, or understanding industry shifts, there are practical ways to surface meaningful ideas that drive value.

Of course, delivering insight effectively is just as important as the insight itself.

This episode breaks down five golden rules for sharing insights with humility, clarity, and empathy. These include asking for permission, making it specific and personal, tying insights to both emotional and business impact, and inviting collaboration - always positioning the customer as the hero of the conversation.

When used well, insight becomes a catalyst for trust, momentum, and truly differentiated sales conversations.

WEEKLY CHALLENGE:

Ahead of the next sales call, sales professionals are encouraged to identify one insight that could shift the customer’s current perspective. Using the Trend–Impact–Action framework, prepare how it will be introduced, and ask for permission to share it. The result? A conversation that feels less like a pitch - and more like progress.

Connect with Fred:

📘 Author of Selling Through Partnering Skills, Hybrid Selling, and Ethical Selling

🔗 https://linktr.ee/fredcopestake

Take the Collaborative Selling Scorecard

https://collaborativeselling.scoreapp.com/

Watch this episode on YouTube

https://youtu.be/n-2iLH1Ej5w