In this episode of the ‘SuperConnector Show’ podcast, Paul Lancaster was joined by Michael Grahamslaw (Founder & Managing Director, Northern Insight Magazine). With an incredible 36-year career in media – spanning from telephone sales at The Evening Chronicle & The Journal newspapers in the 90s to launching his own publication in 2015 – Michael offered a wealth of wisdom on what it takes to build a lasting business, the shifting nature of sales & why the North East of England is a region ripe for celebration.
Whether you’re in sales, PR, or running your own business, here are the key takeaways from the conversation.
1. Sales is Not Transactional, it’s Psychology
Michael emphasises that after 36 years, sales remains one of the most underestimated & nuanced professions in business. It isn’t just about closing a deal, it is a form of “amateur psychology.”
He & Paul discussed how modern buyers aren’t just driven by the Fear Of Missing Out (FOMO) – they are often paralysed by the Fear Of Messing Up (FOMU).
Referring to the lessons in The JOLT Effect: How High Performers Overcome Customer Indecision book, Paul noted that today’s top salespeople don’t just paint utopian futures if people buy from them but spend time reassuring clients, proving the aftercare & building the trust necessary to reduce that anxiety.
2. The Enduring Power of Print
In a world dominated by digital, disposable content, Michael makes a compelling case for print media. While digital content can feel transactional – “yesterday’s news, gone tomorrow” – a physical magazine is something tangible that people hold onto & can be more impressive to potential clients & partners.
Michael highlighted that for community-driven content, like charity balls or regional business achievements, seeing it in print carries a weight & permanence that digital cannot replicate. It creates a physical record that businesses & families proudly showcase, serving as a powerful tool for brand building & regional pride.
3. Fighting the “Isolation” of Business
One of the most honest moments of the conversation was acknowledging how isolating running a business can sometimes be. Whether it’s the pressure to hit sales targets or the “post-event crash” after delivering a big project, even veterans like Michael & Paul admit to feeling drained & lacking in motivation at times.
Their advice for overcoming these ruts?
- Get out of the building: Face-to-face interaction is the “fuel” & energy that digital meetings simply cannot replace.
- Keep a ‘Folder of Positivity’: Save those testimonials, thank you notes & accolades. On the days when the sales calls feel tough, revisit that folder to remember that you’ve done it before & you’ve got it right.
- Trust the process: Understand that you can’t run at maximum capacity 100% of the time. The lows are part of the journey. It’s important to take time out to recharge.
4. The North East of England’s Greatest Strength (& Weakness)
When asked about the region’s defining traits, Michael didn’t hesitate: it’s the people. Resilience, intelligence & hardworking talent define the North East of England. However, he echoed a sentiment that Paul & many others have long held – individuals & businesses in the region can be a bit too “shy” & unwilling to talk about their achievements.
As a region, the North East of England is often guilty of under-selling successes. Michael noted that he’s often had to coax businesses to shout about their wins but he’s confident that the tide is turning. We need to be less modest, “shout from the rooftops” & be intentional about sharing our regional successes with the rest of the UK & beyond.
A Final Thought
The conversation reminds us that whether you are organising an event, launching a magazine or selling ad space, the core of business success remains the same: it’s about the people you meet & the genuine connections you build along the way.
If you want to keep up with the great things happening in the North East of England, make sure you pick up a copy of Northern Insight Magazine (available for free at hotels, managed offices & cultural venues around the region) or visit https://northern-insight.co.uk You’ll be glad you did!
You can also Follow & Connect with Michael on LinkedIn.
ps You can also listen to this interview (& more) on Paul’s ‘SuperConnector Show’ podcast which is available on Spotify, Apple Podcasts, Amazon Music, Audible or Spreaker via our ‘Podcasts‘ page.
