Selling

People buy value but make buying decisions in the moment for reasons which may bear little if any relation to demonstrable value.

In sales however we can easily become invested in demonstrating value at the expense of closing: telling not selling.

But people buy for their reasons not ours.

‘Closing’ means being attuned to those reasons: structuring what you say to advance the decision making process rather than demonstrating value alone: selling not telling.

And in many business scenarios, particularly where the proposition is high value entailing a technical/creative/professional services component, even with a compelling demonstration of value people do not volunteer buying decisions. The proposition must be sold.

The purpose of sellingnottelling is to equip you and your business with a learnable and repeatable sales methodology: to win the opportunities that are there to be won, to not spend time on the ones that aren’t, and to systematically recognise the difference.

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Woman customer service worker call center operator with phone headset, Beautiful young call-center assistant smiling , isolated

Creative or technically minded professionals typically ‘pitch’ rather than *sell*, relying on their demonstration of value to secure the business. Thus they become so invested in the *value* that the *decision* is overlooked.

Woman customer service worker call center operator with phone headset, Beautiful young call-center assistant smiling , isolated

If your market isn’t coming to you, you have to go to it. Nothing could be more direct and targeted than a phone call. And nowhere is a structured approach more essential.

Woman customer service worker call center operator with phone headset, Beautiful young call-center assistant smiling , isolated

The ju-jitsu principle means manipulating an opponent’s force against him rather than confronting it with one’s own. In ju-jitsu proper that means physical force, in sales it means turning the logical force of what a client says around to one’s commercial advantage.

Woman customer service worker call center operator with phone headset, Beautiful young call-center assistant smiling , isolated

Of course one can still make a sale without a structured sales approach. After all many if not most sales happen irrespective of the salesperson, because in some business scenarios people will ‘open’ and ‘close’ themselves.

Woman customer service worker call center operator with phone headset, Beautiful young call-center assistant smiling , isolated

Start-up founders by their nature tend to excel at demonstrating value: they know their value proposition. They live and breathe it: that’s why they’re in business.

Woman customer service worker call center operator with phone headset, Beautiful young call-center assistant smiling , isolated

In people facing roles, especially sales, the interview is likely to prove decisive irrespective of any other consideration. In effect the interview is the demonstration of value.

Testimonials
“Sean came highly recommended to Level 39. His recommendations and structure around
prospecting and closing high-value sales were very well received and provided for an
actionable interactive learning session”

Carl Thorsen, SaaS Sales Director, Level 39, Canary Wharf
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Testimonials
“Sean has an uncanny ability to help folks selling or pitching to distil their message and focus
on closing.”

Simon Glass, Entrepreneur & Corporate Advisor, CEO, Qodeo, London EC2
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Testimonials
“In the 6 months I worked with Sean, I learned more about sales than in the years previously.
His emphasis on qualifying and closing effectively has been of lasting value in my career.”

Peter Moore, Sales Director, SAP, South East Asia
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Testimonials
“Sean has been of huge benefit to Corporate Events. I would highly recommend Sean as a
Sales Trainer.”

Andy Ashley, Managing Director, Corporate Events, Swindon
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Testimonials
“Sean is a huge talent, his knowledge and ability to enthuse is exceptional. He is able to
transform his practical experience into valuable guidance and advice.”

Marco Forgione, CEO, EVCOM, London W1
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Testimonials
“Sean’s seminar on developing new business opportunities was extremely insightful, I took a
wealth of intelligence and invaluable advice away which I have since put into practice with
great results – Sean’s game changing tactics have proved very useful in my line of work.”

Charlotte De Maria, Senior Account Manager, ITN Productions, London WC1
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Testimonials
“His sales and marketing work has been key in creating and winning new business
opportunities with clients and sectors we were previously unable to penetrate.”

Hitesh Dhanak, Managing Director, General Technology, London EC2
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from the blog

Cold Calling: an interview

Doing the rounds in North London Choices Magazine caught up with Sean Lydon. We talked business, drank coffee and picked up some gems from a master business sales trainer who…

Boss the interview

Selling means structuring what you say to impel people in the moment towards a buying decision, ideally in your favour.   ‘Structure’ here means not only structuring your sentences and…

Closing on Price

One issue when talking about ‘closing’ is that there is no ‘correct’ form of words for any given scenario: closing or winning commitment in the moment is always a matter…

Always Be Closing

In reality there is no necessary relation between the value of a product or service and the direction of a buying decision. ‘Closers’ intuitively understand this.   Equally, many otherwise…

sales consultancy

junior v senior sales

For many businesses the expense, not to mention
risk, of employing a proven sales professional can
be prohibitive.

But employing a junior can be a false economy,
even counterproductive. Retaining an experienced
salesperson on a part-time basis at a comparable
cost can prove a wiser option, in the short as well
as longer term

sales management

A sales methodology is only half of the equation without effective management and reporting processes to monitor and reinforce its consistent application.

Of course there’s no management or reporting procedure that can guarantee sales. But there are methods to mitigate the risk of failure and greatly increase the odds of success.

contact & pipeline management

The downfall of most sales operations, assuming reasonable activity levels, is chasing lost causes, a failure to qualify and prioritise effectively.

But what exactly constitutes a realistic business opportunity? And how can the business evaluate the status of an opportunity objectively, rather than on the mere say-so of the sales person?

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