Darren Jamieson: Welcome to this week’s episode of The Engaging Marketeer. Today, I’m feeling a bit of pressure, to be honest. I’m interviewing Niraj Kapur, someone who gets offered to be on podcasts all the time but rejects most of them. He’s mentioned before that he doesn’t want to be asked the same old, boring questions about sales or LinkedIn. Luckily, I don’t have any prepared questions, so let’s see how this goes.
Niraj, do you think it’s different being an Indian in sales compared to, say, being a white guy in sales? And have you ever leaned into stereotypes in your sales approach?
Niraj Kapur: That’s an interesting question, Darren. The first part is relatively easy to answer, but the second part—leaning into stereotypes—is more challenging because that involves humor, and humor can be very hit-and-miss unless you really know the person you’re talking to.
Darren Jamieson: I’ll admit, I took a bit of a risk asking that question.
Niraj Kapur: Fair enough. In London, though, I never really felt “Indian,” so to speak, and that’s one of the reasons I loved working there. In London, it’s rare to feel uncomfortable because of the color of your skin. People just get on with things. However, when I moved to Northern Ireland, the experience was completely different. At almost every event I’ve attended, without exception, it’s all white people. For them, diversity often means hiring a white woman. To them, that is what diversity looks like.
Darren Jamieson: That’s a bold statement, Niraj. Do you think that’s reflective of a broader issue?
Niraj Kapur: Absolutely. Don’t get me wrong—I’m not saying companies should hire people of color just to tick a box. I actually think that approach is terrible. It’s a biased and unhelpful way of doing business. You should hire someone from a diverse background only if they bring a different perspective, attitude, or insight that adds real value.
But here’s my experience: I’ve spent 30 years working in London, 5 years traveling the world, written three books, done a TED Talk, and I’m the only LinkedIn Top Voice in Northern Ireland. Despite all of that…
Hardly anyone here will even talk to me
That’s genuinely shocking. The majority of my work comes from places like Dublin, London, Europe, and North America. Northern Ireland just doesn’t seem to want to engage with me.
Darren Jamieson: That sounds frustrating. Why do you think that is?
Niraj Kapur: Well, part of it is business culture here. Many people in Northern Ireland prefer to do business with people they know rather than people who are genuinely skilled at their jobs. I’ve had to be twice as good as everyone else just to get a fraction of the recognition. At first, it was deeply frustrating. Now, though, I’ve reframed it as a challenge. I’ve started upskilling myself even more, pushing myself harder. It’s almost like trying to win the approval of a father figure you’re desperate to impress. It’s silly in some ways, but this is my home, and I do want recognition here.
Darren Jamieson: Does it still upset you that you don’t get that recognition locally?
Niraj Kapur: It used to upset me a lot more. But six months ago, I was diagnosed with autism. That explained a lot of things for me. Autism can make you very sensitive to unfairness and lack of closure. When someone rejects you without explaining why, it’s incredibly frustrating—not just in business but in life.
In Northern Ireland, people often don’t give you a reason for rejecting you; they simply don’t reply or engage. And here’s the thing: I have 30 years of experience, three books, a TED Talk, and I’m the only LinkedIn Top Voice in the region. Yet they’ll hire someone with a fraction of my experience because they happen to be friends with someone’s husband. That’s unfair, and autism makes that kind of unfairness hard to deal with. But with the help of a therapist, I’ve learned to manage my reactions. Getting triggered and angry isn’t helpful in business. In a small community like Northern Ireland, one outburst can have long-lasting consequences.
Darren Jamieson: That’s an interesting perspective. My son was diagnosed with autism years ago, and he’s had similar challenges. He used to react very strongly to perceived unfairness.
Niraj Kapur: Yes, that’s common. Growing up, I knew something was different about me, but nobody knew what autism or ADHD was back then. I was always questioning everything. For instance, in school, I’d think, “Why am I learning Irish history or about the potato famine? How is this going to help me in life?”
When I asked my father, he’d say, “Keep your mouth shut, work hard, save money, get married, and take care of your kids.” That immigrant mentality didn’t resonate with me entirely. I didn’t want to rebel, but I also didn’t want to blindly follow. High school was particularly tough. Primary school was a joy, but in high school, I experienced racism and vile name-calling. Teachers would tell me, “Why can’t you just keep quiet?”
Nobody understood me, so I withdrew
It wasn’t healthy, but it was my way of coping.
Darren Jamieson: So, how did you end up in sales?
Niraj Kapur: It wasn’t a straightforward path. In my early career, I was above average, but only because I worked hard and cared deeply. I didn’t have anyone mentoring or coaching me, which really held me back. It wasn’t until I lost my job during the 2010 recession that things changed. My then-wife pushed me to go into management. I resisted at first because I thought management was just endless meetings—the most boring thing imaginable. But she convinced me. Once I got a management role, I received coaching, attended courses, and realized just how much I didn’t know.
That was a turning point. I started coaching my team, and the transformation was incredible. Helping someone go from a C-player to a B-player, or even an A-player, is one of the most rewarding experiences. That’s when I truly fell in love with sales—not just for my own success but for the impact I could have on others.
Darren Jamieson: Do you think anyone can be good at sales, or is it a skill only certain people can master?
Niraj Kapur: Anyone can learn to be good at sales. There’s a myth that you have to be an extrovert, but that’s not true. Many of my clients are introverts, and they excel because they’re great listeners and thoughtful responders. Yes, being charming and charismatic helps, but the most important traits are listening and understanding how to serve your clients.
Darren Jamieson: You mentioned ghosting earlier, which is a big issue in sales. How do you deal with it?
Niraj Kapur: Ghosting happens because people rush through the sales process. They send a proposal too quickly, just to meet KPIs or get something into their CRM system. I always ensure there’s a follow-up meeting arranged before sending a proposal. I also keep in touch with clients by sending them valuable content weekly. That way, they don’t forget who I am, and I’m not starting from scratch months later.
Darren Jamieson: What about handling price objections? That’s another common hurdle.
Niraj Kapur: When someone says your price is too high, it’s usually not about the price itself. It’s about perceived value. The first step is to slow down the conversation and ask if there’s something you haven’t explained clearly. Often, the objection comes from a lack of understanding about what they’re getting. Sometimes, I’ll ask what parts of the solution they’d like to remove to reduce the cost. Nine times out of ten, they don’t want to remove anything, which reinforces the value of what I’m offering.
Darren Jamieson: That’s a great strategy. Switching gears a bit, you mentioned using video on LinkedIn. How has that helped your business?
Niraj Kapur: Video has been a game-changer for me. I’ve posted a video every week for almost four years. They’re not overly polished—just me talking directly into the camera. It’s helped build my authority and credibility. Video is an underutilized tool on LinkedIn, and it’s one way I’ve separated myself from my competition.
Darren Jamieson: Do you batch your videos, or do you record them weekly?
Niraj Kapur: Sometimes I’ll batch-record two or three videos, but generally, I shoot them weekly. Planning, scripting, and recording takes time, which is why many people don’t do it. But standing out requires doing the things others won’t.
Darren Jamieson: Before we wrap up…
How can people find and connect with you?
Niraj Kapur: LinkedIn is the best place, but please send a personalized invite. I get too many generic requests, and they’re often rejected. If you want to build a relationship, take the time to personalize your message. Alternatively, you can visit my website at nirajkapur.com and use the contact form there.
Darren Jamieson: Niraj, it’s been an absolute pleasure. Thank you so much for being a guest on the podcast.
Niraj Kapur: Thank you, Darren. I’ve really enjoyed it.
Connect with Niraj:
Website: https://nirajkapur.com/
LinkedIn: https://www.linkedin.com/in/nkapur/
Facebook: https://www.facebook.com/NirajKapurSalesCoach/
X: https://x.com/Nirajwriter
About your host:
Darren has worked within digital marketing since the last century, and was the first in-house web designer for video games retailer GAME in the UK, known as Electronics Boutique in the States. After co-founding his own agency, Engage Web, in 2009, Darren has worked with clients around the world, including Australia, Canada and the USA.
iTunes: https://podcasts.apple.com/gb/podcast/engaging-marketeer/id1612454837
LinkedIn: https://www.linkedin.com/in/darrenjamieson/
Engaging Marketeer: https://engagingmarketeer.com
Engage Web: https://www.engageweb.co.uk
