Navigating Political Uncertainty in Global Trade with Sales Mindsets that Matter
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In the pilot episode of Sales Frequency, Consalia’s new LinkedIn Live series, hosts Jesus Llamazares, Head of Consulting, and Will Squire, Head of Sales, explored the complex world of global trade and what it means for sales professionals today. With UK–US trade deals back in the headlines, they unpacked the political maneuvering, rising protectionism, and the urgent need for sales leaders to lead with clarity, courage and creativity.
Political Motives Behind Trade Deals
The conversation focused heavily on recent US trade policy. Under former President Trump, tariffs were imposed on key UK exports, only to be partially rolled back later. While some sectors like automotive saw tariffs spike to 25% before dropping to 10%, the changes appear to be more about political signaling than long-term economic shifts.
Philip Squire, CEO of Consalia, joined live from South Korea to offer a broader view. He suggested these tariff policies may be less about trade and more about the US addressing its escalating $34 trillion national debt. If true, this strategy reflects internal financial pressure, not just international diplomacy.
The Uncertainty Sales Professionals Must Embrace
A key theme of the session was how uncertainty is now the new normal. In this volatile environment, tariffs can change overnight, supply chains can be disrupted instantly, and the list of stakeholders influencing a deal is longer and more interconnected than ever.
From Apple’s exemption from tariffs due to global production dependencies to China's recently announced $1.7 billion FDI into Ethiopia, the discussion revealed a deeply interconnected “global net” where each trade decision creates ripple effects worldwide.
“When you go to a sales process, you try to know as much as you can about what the customer needs… Here, we've said that the global net is quite complicated. There are some connected dots that previously were maybe not connected… you don’t know all the influences. You don’t know all what’s going on in every industry, in every company, in every country.”
Bringing Sales Mindsets into Global Complexity
The conversation turned to the foundational mindsets at the heart of Consalia’s sales philosophy. In this era of political complexity, rising nationalism and economic pressure, these mindsets matter more than ever.
- Tactful Audacity and Proactive Creativity help salespeople remain agile, solution-oriented and bold even when the path ahead is uncertain.
- Client-centricity prompts reflection, especially in international trade. Are governments really thinking about the customer, or only national gain?
- Authenticity becomes difficult when trust is fragile and negotiations lack transparency.
In the context of unpredictable policies and power struggles, these four mindsets aren’t just good practice. They are survival strategies for high-performing sales teams.
The Numbers You Shouldn’t Ignore
The session was anchored by hard data that offered useful perspective:
- The US accounts for only 8.5% of global exports. That means more than 90% of the world’s trade happens elsewhere.*
- 10% of UK goods imports come from the US, but 19.5% of services do, making the UK particularly dependent on the US for service-based trade.**
- China is stepping up. With a $1.7 billion investment into Ethiopia and a broader push into African markets, they are redrawing the map of trade influence.***
These numbers offer a sobering truth. The “special relationship” between the UK and US is just one small part of a much bigger picture. Sales professionals who look only westward may miss the growth opportunities elsewhere.
Audience Insights and Poll Reflections
The episode’s live poll asked viewers, What is the biggest challenge for sales teams navigating global trade shifts? Early responses were split evenly between changing buyer needs and supply chain issues.
Contributors flagged the rise in protectionism, a term that kept reappearing. As Will Squire noted, "When values like authenticity and client-centricity are missing from trade deals, it becomes hard to build trust. And trust is what underpins good sales."
Key Takeaways for Sales Professionals
- Political volatility is now shaping customer expectations and deal structures
- Smart sales strategies must factor in global context, not just bilateral relationships
- The Consalia mindsets offer a framework for operating with clarity in complexity
- Client-centric thinking needs to stretch from individual buyer to entire nation-level negotiations
- Trust, once broken, is hard to restore, making authenticity a strategic advantage
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Join us each week as we take the latest headlines and translate them into meaningful insights for sales professionals. Whether it's tariffs, technology, trade shifts or trust, Sales Frequency helps you tune in, tune up and sell smarter.
References -
* - World Trade Organization - Trade and Tariff Data
*** - Ethiopia secures multiple deals with China ($1.7 billion)