The Luxury Of Choice - Sales Skills Podcast

Hosted by Steve Vaughan

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Nov 2026

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About the show

The Luxury of Choice podcast is a technical B2B sales skills and knowledge podcast brought to you by the training team of george james ltd. Each show features a discussion between the host Steve Vaughan and fellow sales trainers on various aspects of sales skills based on their vast experience. George james ltd is a specialist sales training and consulting business operating in the life science, laboratory equipment, medical devices and precision industrial market sectors. Based in the UK , our customers base is global. All opinions voiced on the podcast as those of the presenter in question and may not necessarily be the policy of george james ltd. Any facts and data quoted are believed to be correct at the time of recording.

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November 4, 2026Episode 526 min

Procurement: Friend or Foe?

Is procurement (purchasing) a blocker for your next sale—or can they be an enabler instead? In this episode of the Luxury of Choice, Steve Vaughan joins Jonathan Slasinski and new George James colleague Penny Brown to explore how technical salespeople can work more effectively with purchasing teams. Drawing on experience across Med-Tech, the NHS and scientific sales, they discuss: The benefits of engaging with procurement early and understanding what matters beyond price. How to handle discount requests without simply giving margin away. Understanding buying channels, approvals and timelines. Building stronger account relationships and more reliable sales forecasts. Jonathan shares a costly lesson in discounting, while Penny explains how to connect your product’s value with procurement’s priorities. Your takeaway: Review your top ten accounts. Do you know the purchasing contacts and understand their process? The Luxury of Choice—a technical sales and business podcast from George James Limited. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

October 20, 2026Episode 431 min

Selling to Scientists: Build Trust, Prove Your Value and Ask Better Questions

What does a sceptical scientist need before they’ll buy? Evidence, understanding and a salesperson they can trust. In this episode of The Luxury of Choice , Steve Vaughan joins fellow George James trainers Jonathan Cooper and Christian Walter to explore what makes selling to scientists different—and how to build credibility from the first conversation. Drawing on decades of technical sales experience, they discuss why good questioning matters more than an early product pitch, how to distinguish essential needs from desirable extras, and why recommending a simpler solution can strengthen a customer relationship. In this episode: Understanding scientific scepticism—and why you shouldn’t take it personally. Building trust through thoughtful questions, listening and honest advice. Using customer references, application notes and demonstrations to support your claims. Separating needs from wants to build a justifiable business case. Preparing properly for customer meetings, with AI as a useful coach. Qualifying budgets, funding and decision-makers, even when a scientist loves your solution. Before your next customer meeting, consider: have you understood the problem deeply enough—and can the customer justify the purchase? Enjoyed the episode? Follow The Luxury of Choice , leave a rating or review on your listening platform, and share it with a colleague in technical sales Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

October 9, 2026Episode 332 min

Why Great Salespeople Still Lose Deals

Even the best salespeople lose deals. But why does it happen, and what can we learn from it? In this episode of The Luxury of Choice , Steve Vaughan is joined by fellow george james trainers Jonathan Cooper and Jonathan Slasinski to explore the mistakes, assumptions and missed opportunities that can cost us business — including the story of a $2 million deal that slipped away. We discuss the importance of listening, the dangers of complacency, understanding customer risk, identifying the real decision-makers and knowing when to walk away. Plus, why great salespeople take responsibility for their losses, and why having a clear next step is essential. Practical advice for anyone selling into the laboratory, life science and technical B2B markets. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

September 22, 2026Episode 232 min

Busy Isn’t Enough: Why Salespeople Need to Think Like Business Owners

In technical B2B sales today, it has never been easier to be busy and yet never been harder to be effective. Salespeople need to focus on things that maximise their time on activities and plans that bring about the best business return. In short, to approach their territories and selling with a "CEO of my territory" mindset. In this episode, Steve Vaughan is joined by fellow trainers Jonathan Slasinski and Christian Walter. They discuss: What business acumen means for salespeople Holistic territory management and efficiency The importance of prioritization and Big Rocks Time management tools like the Eisenhower matrix The role of trust and delegation in sales success Balancing KPIs with entrepreneurial mindset The significance of strategic persistence and planning How to treat your sales territory as your own business Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

September 7, 2026Episode 138 min

Why Customers Don’t Change Supplier: Overcoming the Activation Energy of Change

The podcast is back for season 4! In this episode Steve Vaughan is joined by fellow trainers Pru Layton and Jonathan Slasinski to discuss one of the most frustrating part of sales. Why don't customer change supplier? You have have clear (to you) benefits in your product or service, but the customer is fine to stay where they are. As the team discuss, the reasons are many. They include: poor qualification, timing, not enough customer "pain" and the need to reach the customers "activation energy" (one for the chemists!) before they will consider making a supplier change. If you would like the team to discuss a technical B2B sales topic, or be a guest on the show, you can email us at podcast@georgejames-training.com. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

July 14, 2026Episode 2114 min

Meet Qing Qing Dai: Providing George James Training in Asia-Pacific

In this special episode, Steve Vaughan welcomes the newest member of the George James training team, Qing Qing Dai , joining us from Singapore. With more than a decade of experience in laboratory instrumentation sales, product management and sales leadership across Asia-Pacific, Qing Qing shares her journey from an introverted Food Science graduate who never imagined a career in sales to becoming a successful sales leader responsible for developing teams across the region. Together they discuss: Why sales is far more about listening than talking. The importance of solving customer problems rather than simply selling products. Why so many new salespeople struggle during their first few years. The transition from successful salesperson to successful sales manager. Why professional sales training can dramatically accelerate confidence and performance. The growing life science and laboratory market across Singapore and Southeast Asia. What motivated Qing Qing to join the George James training team. Contact Qing Qing through her LinkedIn profile : https://www.linkedin.com/in/qing-qing-dai-764825a3/ Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

June 28, 2026Episode 1931 min

Why Sales Training Doesn't Stick (And How to Fix It)

In this episode of The Luxury of Choice , Steve Vaughan is joined by George James trainers Jonathan Slasinski and Christian Walter to explore one of the biggest challenges in sales development: making learning stick. The team discusses why even excellent training can fail to deliver lasting results without coaching, reinforcement and leadership support. They share practical ideas for creating new habits, measuring the right behaviours, and building a culture where learning becomes part of everyday selling rather than a one-off event. Whether you're a Sales Director, Sales Manager or Enablement professional, this episode offers practical advice for ensuring your investment in sales training delivers measurable, long-term results. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

June 14, 2026Episode 1834 min

Hamid Ghanadan: How Technical Buyers Really Make Decisions

In this episode of The Luxury of Choice, Steve Vaughan and Christian Walter are joined by Hamid Ghanadan, founder of The Linus Group and author of Not Buying It- The art of selling to scientists, doctors, and other professional skeptics. Drawing on his background as a biochemist and commercial strategist, Hamid explains why scientists and technical buyers are often described as the world's most sceptical audience—and why data alone rarely drives purchasing decisions. The conversation explores the psychology behind technical buying decisions, the balance between curiosity and scepticism, and the common mistakes salespeople make when trying to persuade highly intelligent buyers. Hamid also shares practical techniques for opening sales conversations, handling objections, responding to ghosting, and using behavioural heuristics to create more productive customer interactions. Whether you're selling into laboratories, biotech, diagnostics, engineering or other technical markets, this episode offers a fascinating perspective on how technical buyers really think—and how salespeople can adapt accordingly. Key Takeaways Scientists are sceptical, but they're also naturally curious. Data matters, but emotion and personal relevance still influence decisions. Salespeople lose control most often when opening conversations, delivering value propositions, handling objections and responding to ghosting. Creating curiosity is often more effective than delivering information. Storytelling can be more powerful than statistics. Asking more questions consistently leads to better sales outcomes. Technical sales and marketing teams should operate from a single commercial strategy. Hamid Ghanadan on LinkedIn : https://www.linkedin.com/in/hghanadan/ Not Buying it book : https://thelinusgroup.com/book/not-buying-it-by-hamid-ghanadan/ Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

May 31, 2026Episode 1733 min

Sales Manager's Playbook – Coaching vs Controlling

n this episode of The Luxury of Choice , Steve Vaughan is joined by Jonathan Cooper and Pascal Le Floch to explore one of the biggest challenges facing sales managers: knowing when to coach and when to direct. The discussion covers: What coaching really means—and why it is not giving advice or telling people what to do. The difference between coaching, directing, supporting, and delegating. Why many sales managers default to controlling behaviour, especially under pressure. The role of questioning, active listening, and helping salespeople find their own solutions. How coaching builds ownership, accountability, confidence, and long-term performance. When directive leadership is appropriate, particularly with new or inexperienced team members. Using Situational Leadership to adapt management style to the individual and the task. The balance between winning critical deals and using customer visits as coaching opportunities. How to handle performance issues and when coaching alone is not enough. The value of planned coaching sessions versus spontaneous day-to-day coaching moments. Building a coaching culture through peer-to-peer support and mentoring. Key Takeaways Coaching is about helping people think, not telling them what to do. Great coaching relies on asking effective questions and listening actively. New salespeople often need more direction; experienced salespeople need more coaching and autonomy. Coaching is an investment of time that ultimately creates more capable and independent team members. The best sales managers consciously adapt their leadership style to the situation. If you're not coaching regularly, you're missing one of the most powerful tools available to a sales leader. Recommended Reading Growing Human Potential by Sir John Whitmore – a classic introduction to coaching and the GROW model. Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/

May 17, 2026Episode 1633 min

Imposter Syndrome in Technical B2B Sales

Most salespeople and leaders face Imposter Syndrome in sales - the feeling of self doubt and of being " a fraud". In this episode, host Steve Vaughan is joined by fellow George James trainer Jonathan Cooper and special guest Rupa Ark, a Senior Sales Director from Azenta Life Sciences. The panel discuss why salespeople can suffer from Imposter Syndrome, how to cope with it, and why it shows you care about your job and the customer. Rupa Ark on LinkedIn : https://www.linkedin.com/in/rupaark/ Steve Vaughan, Jonathan Cooper, Pru Layton, Christian Walter, Pascal le Floche, Jayne Green and Jonathan Slasinski are Sales Trainers from george james ltd. You can email the show at: Podcast@georgejames-training.com The trainers on LinkedIn: Steve Vaughan https://www.linkedin.com/in/steve-vaughan-salestrainer/ Jonathan Cooper https://www.linkedin.com/in/jonathan-cooper-18716b1/ Pru Layton https://www.linkedin.com/in/pru-layton-b46a3528/ Christian Walter https://www.linkedin.com/in/christian-walter-a1857b1/ Jayne Green https://www.linkedin.com/in/jayne-green-salestrainer/ Pascal Le Floch-Riche https://www.linkedin.com/in/pascal-le-floch-220ba46/ Jonathan Slasinski https://www.linkedin.com/in/jonathan-slasinski-449a655/ george james training website https://georgejames-training.com/