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Diary of a Sales ExpertSmall business sales expert Author: James White
The Diary of a Sales Expert podcast is all about sales success and sales failures and the whole journey around sales and selling. In the podcast share stories, ideas, mistakes, and learnings to help ensure you can become better at selling. If you would like to find out more visit my website: https://jameswhite.business/ Frustrated at missing your sales targets? Take my scorecard to find out why this is. https://www.missingsalestargets.com/ Language: en Genres: Business, Entrepreneurship, Management Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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The sales deal that saved the country
Episode 140
Tuesday, 3 February, 2026
In this episode, James is joined by Tom Baldock, Managing Director of Synertec, for an in-depth conversation on leadership, communication, and responsibility during times of crisis.Tom shares how Synertec played a critical role during the COVID-19 pandemic, delivering millions of vaccine invitations across the UK and supporting one of the largest public health communication efforts in history. He explains how the business evolved from a document management consultancy into a trusted partner for NHS trusts and healthcare organisations nationwide.The discussion goes beyond operations, exploring the pressures of leadership during uncertain times, the importance of customer-centric solutions, and why clear, ethical communication is vital when the stakes are high. Tom also reflects on his personal journey within the company and the principles that continue to guide Synertec’s growth and impact.This episode offers valuable insight for business leaders navigating complexity, scale, and responsibility in challenging environments.Key TakeawaysEffective communication is critical during crisis situations, particularly within large public-sector organisations like the NHS.Synertec’s bespoke, customer-focused solutions enabled them to support millions during the COVID vaccine rollout.The evolution of Synertec highlights the importance of adapting services to meet changing client and societal needs.Leadership during crisis brings intense pressure, requiring clarity, resilience, and strong values.Ethical decision-making and prioritising community welfare strengthen long-term trust and reputation.Sales shouldn't feel like guesswork.Get clear, proven tactics delivered weekly — no fluff, just results.If you want to close more and stress less, this is for you.👉 Subscribe here: https://www.jameswhite.business/newsletter-sign-up/Enjoy the podcast? We’d love to hear from you! Email hello@jameswhite.business to suggest topics for future episodes. If you’ve enjoyed the podcast, we’d also really appreciate a review.
