The Brief is Never Just a Brief

Written By Adam Graham

In this episode of The Art of Sales, Adam is joined by Janita Lakhanpal, Business Development Director at Ketchum UK, to explore the real power behind great sales conversations.

Janita shares how her first new business win started with one brave conversation at a trade show, and how her approach has evolved from trying to impress to creating genuine mutual value. They discuss the courage to ask direct questions, the instinct that comes from seeing hundreds of pitch decks, and why new business is far more creative than it’s often given credit for.

The conversation also moves into leadership and inclusion. Janita explains why “you can’t be what you can’t see”, how Ketchum built its Inclusion Council, and why diverse teams connect faster and think wider.

At its heart, this episode is about listening - to prospects, to teams and to yourself.

Show notes

https://www.ketchum.com/

https://gray-matters.co/

https://gray-matters.co/podcast

Adam Graham

I’m the Founder and Director of Gray Matters. I'm passionate about changing the perception of sales and helping people learn to love it.

At Gray Matters, we empower and mentor businesses, agency owners and their teams to be better at attracting and winning new clients and projects. We build long lasting growth strategies for B2B businesses of all shapes and sizes. From 1-5 man Mastermind Groups; to 10-50 people, independent agencies across all disciplines, providing positioning and sales messaging, new business strategy alongside technical execution of sales and marketing tactics.

https://www.linkedin.com/in/adamkgraham/
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