The Eye-Opening Research That Questioned Modern Selling with Philip Squire, Part 2

Can saying no to a perfect deal actually unlock a bigger win?

I'm joined by Phil Squire, and we explore what really drives success in complex sales when trust, access, and credibility are on the line. We talk through research that shows dramatic shifts in win rates when teams focus on a small set of positive mindsets—and what changes when organizations stop chasing every opportunity. We dig into the real cost of bidding, why some tenders are unwinnable before they start, and how procurement processes can unintentionally block the very behaviors buyers say they value. Along the way, Phil shares a story that turns conventional sales logic upside down.

We then move beyond stories into what's changed since the original research. I walk through how mindset can be measured, practiced, and developed over time, and why most sellers still fall short even when they think they're doing well. We explore why values are different from personality, how leaders shape behavior through systems and incentives, and why the rise of AI is raising expectations instead of lowering them. The conversation closes with a sharp look at originality, authenticity, and what it now takes to be genuinely credible in front of skeptical buyers.

Topics covered during this episode include:

• How the research links specific sales mindsets to sharply improved win rates.
• The impact of choosing not to bid on deals with low probability of success.
• Why lack of stakeholder access makes it impossible to sell in a client-centric way.
• The true financial cost of pursuing large, complex tenders without relationships.
• The story of declining a tender and triggering a deeper buyer conversation.
• How early honesty reframes credibility before a formal bid even begins.
• What site visits can reveal that written tenders fail to capture.
• The hidden risks embedded in service expectations and contract structures.
• How insight-based feedback can reshape a tender without manipulating outcomes.
• The role of innovation conversations outside of formal procurement processes.
• What self-assessment data reveals about mindset gaps across sales teams.
• Why scoring well in one area fails without balance across all mindsets.
• How values differ from personality, and why values can change over time.
• The emerging tension between artificial intelligence and intellectual authenticity.

Prepare to be fascinated when you hear why doing less can sometimes win you far more!

Phil Squire on LinkedIn: https://www.linkedin.com/in/philipsquire/