About us




Sean Lydon: B2B new business sales professional.

Sales in this context is where the business decision entails a real conversation whether face to face, on the phone, or a mixture of the two.

New business sales means creating opportunities from scratch whether by phone and/or email, social media, seminar/event.

The sales processs itself can be understood as: Opening – Demonstrating value – Closing.

That structure also applies to stages of the sale. To create a business opportunity, for a meeting to occur you have to approach and open; there has to be a reason for the prospect to meet you: demonstrated value; and the date has to go in the prospect’s diary: close.


Demonstrating value

If in business at all one must offer value.

Translating that value into a winning business proposition is another matter: whether creating new business opportunities,  winning them, or both.

Selling means structuring what you say to impel a buying decision, or at least to direct the conversation towards a buying decision.

The sales process is incremental: ‘buying decisions’ are decisions that advance the sale. If a sale requires a meeting, we are ‘selling’ the meeting.

Engaging with people in a sales context means engaging with them in terms of the factors that will determine the buying decision.

Those factors are not predetermined and must be brought to light in the moment.

Hence a relatively small number of sales people consistently outperforming their peers: other factors being equal, they are selling not telling. ‘Other factors’ being activity levels and value proposition.

In other words, people make buying decisions independently of value: how the proposition is structured can be the difference between winning and losing the business.


What We Do


Selling means being open in your intent, not hiding behind PowerPoint presentations or otherwise hoping the demonstration of value will do the work for you.

As much a matter of tone and timing as the words themselves. Otherwise we could just issue people with scripts.

The mission of sellingnottelling is to work that out concretely in terms of your value proposition into a viable, i.e. learnable and repeatable sales methodology.

But a sales methodology is only half of the equation without effective management and reporting processes to ensure its consistent application.

Of course there is no management or reporting procedure that guarantees success.

But there are  methods to mitigate the risk of failure and greatly increase the odds of success. 


Get in touch via the contact form and we can start translating words into deeds: