Fred Copestake is a great friend. We had a fascinating discussion! Below is his description of this discussion:
In this episode of The Sales Today Podcast, Fred Copestake is joined by sales thought leader, author, and one of the kindest people in the profession, David Brock.
Together, they explore David’s new book “Is Good Enough, Good Enough?” and why it’s not another “do this, do that” sales methodology book. Instead, it focuses on the mindsets and behaviours that separate high performers from those who are simply checking the boxes.
With win rates often accepted at 15–20% in many SaaS environments, David challenges the idea that “making the number” should be the benchmark. The conversation asks a bigger question: what becomes possible when we stop settling for good enough?
In this episode, they explore:
• Why David wrote Is Good Enough, Good Enough? and what triggered his frustration • The hidden cost of “acceptable” win rates and how much time teams spend losing
• Why sales improvement isn’t just about tools, process, tech, or methodology • What really separates high performers: mindsets and behaviours
• Why customer centricity is still misunderstood (and often too seller-focused) • How to build trust by leading with what the customer cares about – not your product
• Why buyers increasingly want rep-free journeys (and what that really means) • How questioning needs to evolve from “agenda-driven” to “sense-making”
• The role of curiosity and continuous learning in modern, complex sales
• How insight works in the real world – and why it doesn’t need to be revolutionary
• AI as an amplifier: how it boosts good thinking (and scales bad thinking fast)
• Why curiosity may be the most important starting point for sellers and leaders
Key insight
The biggest performance gap in sales isn’t caused by a lack of methodology. It’s caused by settling.
When salespeople stop being curious, stop learning, and start focusing on themselves instead of the customer, “good enough” becomes the standard – even when far better is possible.
Practical takeaways
• Lead with the customer’s world, not your product story
• Ask questions to understand, not to “set up” your pitch • Use insights to start conversations – you don’t have to be perfect, just thoughtful
• Let AI support deeper research and better preparation, not lazy automation
• Build your foundation: curiosity, customer focus, discipline, accountability, and care
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