What Does the Post-Brexit Trade Deal Mean for Salespeople?
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When global politics shift, sales strategies must follow. The recent UK–EU "Brexit reset" — an effort to recalibrate trade and diplomatic ties years after the original Brexit vote — marks more than a bureaucratic update. It represents a window of opportunity for sales teams across Europe to rethink how they sell, who they sell to, and the mindset they need to succeed in a reshaped landscape.
In the May 22 episode of Sales Frequency, hosts Jesús Llamazares and Will Squire welcomed Miguel Flavian from the Spanish Chamber of Commerce in London to unpack how this reset could rebuild commercial bridges and what it demands from sales professionals navigating post-Brexit uncertainty.
From Red Tape to Revenue: Why Trust is the Real Currency
Miguel nailed it early in the discussion: “Trust is the big word here.” That’s not just diplomatic sentiment. For sales professionals, trust isn't a soft value — it’s an operational asset. Post-Brexit uncertainty, constantly shifting regulations, and border complications fractured long-standing client relationships. As Miguel pointed out, companies were left in limbo, unsure how to deliver services, relocate teams, or guarantee customs-clear goods.
While some larger corporations found ways to route around the complexity, it was the SMEs, artisans, and niche producers that bore the brunt. Think of the UK cheesemaker who lost access to EU customers. Or Fortnum & Mason halting hamper sales to the EU. These are more than anecdotes. They're proof points that trade friction kills revenue when trust collapses.
The opportunity for salespeople now? To rebuild the trust once more
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The Mindset Reset: Tactful Audacity in Action
One of the standout moments was Jesús highlighting the case of White Farms—a UK cheesemaker who responded to post-Brexit challenges by building a consolidation center to streamline exports. That’s tactful audacity in motion: seeing constraint and moving boldly, yet strategically, to transform it into an advantage.
Miguel shared how some Spanish producers mirrored this by setting up UK-based entities to manage local distribution and customer relations. This shift did more than bypass customs. It reassured buyers by presenting a "+44" phone number and faster payment cycles. It's a masterclass in proactive creativity and client-centric trust-building, two of Consalia’s core mindsets.
The lesson here is clear: Markets don’t stop; they adapt. The sales teams that spot the opportunities and step boldly into new formats of value delivery will be the ones who win.
Complexity Isn’t Going Away — But Confidence Can Grow
There was candid realism in Miguel’s view. While the framework for renewed trade cooperation is promising, much remains unwritten. For most companies, it’s too early to overhaul go-to-market strategies. But optimism is growing — and that matters.
As Will pointed out, "Client centricity and authenticity are the foundation of trust, but proactive creativity and tactful audacity are where the magic happens." That magic might be slow-brewing in legislative halls, but sales professionals don’t have the luxury of waiting. They must model the trust governments are trying to build.
As one example, Miguel noted how defence manufacturers now have the green light to bid on EU-funded projects, a move that could unlock multi-billion-euro sales opportunities. But tapping those budgets will require not just compliance but confidence: the confidence to propose, negotiate, and collaborate differently.
A Sales Lens on Global Trade Talks
The most compelling insight from this episode was that we must stop viewing trade negotiations as the realm of diplomats alone. These resets ripple directly into how salespeople engage prospects, structure deals, and build cross-border relationships.
Sales is no longer about overcoming objections in the room. It's about navigating systems, policies, and perceptions that sit outside the room. And that requires mindset leadership at every level.
At Consalia, we champion salespeople as changemakers. The Brexit reset proves the need for this. Selling across borders isn't just possible but rather, it’s necessary. And with a framework forming, it's time to invest in the mindsets that turn policy shifts into commercial success.
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