The Diary of a Sales Expert podcast is all about sales success and sales failures and the whole journey around sales and selling.
In the podcast share stories, ideas, mistakes, and learnings to help ensure you can become better at selling.
If you would like to find out more visit my website: https://jameswhite.business/
Frustrated at missing your sales targets? Take my scorecard to find out why this is.
https://www.missingsalestargets.com/
Are your deals getting stalled by CFOs or Finance Directors?
In this episode, we break down eight key questions CFOs ask when evaluating new investments, projects, or service changes and exactly how you can handle them to close more sales.
Chapters
00:00 - Introduction to selling into larger organizations and understanding the CFO's perspective
01:04 - Overview of the economic climate and why CFOs delay spending
03:40 - Question 1: When will your solution pay for itself or deliver the promised return on investment?
06:27 - Question 2: If someone cuts your business case numbers in half, do the numbers still stack up?
02:77 - Question 3: Is this problem worth solving now, or are there other priorities first?
13:59 - Question 4: How will this be implemented in our business, and what internal resources are required?
15:56 - Question 5: Who or what will stop this project from being a success in the business?
19:04 - Question 6: Who in our business is accountable for this if it fails?
21:12 - Question 7: Haven't we invested in something similar in the past, and why isn't that enough?
22:40 - Question 8: Are you comfortable removing money, budgets, or resources from elsewhere to fund this?
24:44 - Conclusion and contact details for sales queries
25:52 - Inspirational story: Bunker Roy and training solar engineers in India
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Want to know the secrets to sales growth?
Sign up for my weekly newsletter to get weekly insights on how you can grow and scale your business or Sales career.
https://www.jameswhite.business/newsletter-sign-up/
7 Oct 2026
7 lessons from a 442 Mile Bike Ride That Apply to Business
In this episode, I Share seven valuable lessons learned from completing a 422 mile charity bike ride from Somerset to Scotland. These insights are applicable to business, sales, and personal growth, emphasizing curiosity, mindset, and resilience.
Chapters
01:31 – Lesson 1: People are wonderful (talking to and learning about others)
05:48 – Lesson 2: Doing something new expands your mind and knowledge
09:00 – Lesson 3: What you expect doesn't always happen (don't over-catastrophize)
12:03 – Lesson 4: Many will question your why, but stay true to it
15:22 – Lesson 5: You don't need as many possessions (focus on memories and experiences)
18:48 – Lesson 6: Don't put limitations on yourself
20:22 – Lesson 7: Don't assume or make judgments about others
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SUBSCRIBE and hit the ALERT button for upcoming videos!
Want to know the secrets to sales growth?
Sign up for my weekly newsletter to get weekly insights on how you can grow and scale your business or Sales career.
https://www.jameswhite.business/newsletter-sign-up/
30 Sept 2026
How to Access the Real Decision Makers in Sales Deals
This episode explores the details of identifying and engaging with the real decision makers within organizations, crucial for successful sales strategies.
Watch as I share practical insights on navigating organizational hierarchies, research techniques, and the importance of understanding decision-making processes.
Chapters
00:00 – Intro: Reaching B2B & IT Decision-Makers
01:14 – The 3 Levels: Implementers, Influencers, & Decision-Makers
04:13 – Corporate Spend Thresholds & Budget Holders
06:18 – Researching Decision-Makers & Owners
09:20 – Asking How Past Purchasing Decisions Were Made
11:04 – "Sell to Those That Create Budgets, Not Have Budgets"
11:44 – Why Selling Too Low Leads to Getting Ghosted
14:28 – Assessing Contact Roles & Team Dynamics
17:09 – Asking About Decision-Makers Without Offending Contacts
20:16 – Personal Motivations & Internal Corporate Politics
22:46 – Handling Finance Directors & CFO Budget Roadblocks
25:10 – Partnering with Influencers to Present to Economic Buyers
27:50 – Aligning Sales Messaging to Different Persona Priorities
28:47 – Navigating Committee Decisions in Tenders
29:43 – Conclusion & Story of Peter Hammond's Data Research
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SUBSCRIBE and hit the ALERT button for upcoming videos! Want to know the secrets to sales growth?
Sign up for my weekly newsletter to get weekly insights on how you can grow and scale your business or Sales career.https://www.jameswhite.business/newsletter-sign-up/
Reach and audience
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Spotify
5.0 / 5
3 ratings
Podcast Authority Score: 57 / 100
A composite of feed quality, social presence, YouTube performance and engagement. Read the methodology.
Quality
91
Social presence
0
YouTube
0
Engagement
60
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