sales training


selling professional services

Technical or creative professionals can demonstrate value: that’s what they do.

However that doesn’t necessarily translate into more sales.


It’s great impressing people but failure to convert those impressions into real commitment can be the difference between winning and losing a business opportunity.


This course will equip you with a sales methodology to structure your demonstration of value to engage with your buyers in terms of the factors that will determine their decision making process.


Thus enabling you to seize the moment, because you'll never have a better chance to decisively influence their decision making process than the moment when you’re actuallly in front of them.




telephone selling/cold calling

How to generate opportunities on the phone?

Learn how to structure a call to get in front of decisions makers: selling the meeting not the ‘product’.

Cold calling concentrates all elements of the sales process. But the emphasis in this sales training session will be on how to structure what you say on the phone to business decision makers who have never heard of you before, in order to qualify them as a business opportunity.

How to structure a sales call:

  • Opening and gaining rapport
  • Qualifying: person/need/timescale
  • Framing your value proposition to impel a response
  • Closing: diary close for the meeting. Diarise a further contact. Elicit a reason not to contact.


ju-jitsu closing techniques

In sales we can easily become too invested in the business case, the demonstration of value: proving the value of what we’re proposing.

But this can be at the expense of advancing the buyer’s decision making process in the moment. In other words, closing.

Closing means attending to the underlying meaning of the interaction as it determines a person’s buying decision, which may bear little relation if any relation to the business case considered on its own merits.

Properly understood ‘closing’ means calling people on their own logic.

The ju-jitsu principle of countering your opponent with his own force rather than reacting against it with your own illustrates this nicely.

Of course there is no one size fits all closing technique. Otherwise one could just use a script.

Certainly there are verbal formulae that can help you over the line. But the emphasis on this course will be on tone and timing. Which counts for far more than semantic content.

After all in some situations the most effective close is to hold the silence, allowing your ‘opponent’ to ‘close’ himself



structured selling

This course is designed to give you a sales methodology, from opening to close, to structure your demonstration of value to win commitment from buyers.

What you’ll learn:

Framing the value proposition:

Your value proposition is the reasons why people buy from you: framing the proposition in terms of its target audience is necessary because people buy for *their* reasons not *yours*.

Lead generation:

How to structure a call to get in front of decisions makers: selling the meeting not the ‘product’.

What *not* to do:

3 self-sabotaging habits of mind and corresponding speech patterns that must be avoided (doing this alone will put you ahead of your competitors.)

Pivotal moments:

Selling is Opening. Demonstrating value. Closing. Understanding this structure so you are in control of the process. Because if you’re not the customer is.

Always be closing:

The sales process is incremental: closing means advancing the sales process. What this means at the various stages of the sale and practical techniques to accomplish it.

Closing on price:

How to use questions about price to your advantage. Again, using this effectively will put you ahead of 90% of sales professionals.

The reality of the marketplace is that if you’re not qualifying and closing, you may demonstrate value to no business purpose.

Learn proven structured selling methods and how to harness them to your business proposition.


pro-active selling for b2b

This course makes two assumptions: that you can demonstrate value; that you have a clearly defined target market.

New business is the lifeblood of any sales-led business. But that’s not always reflected in the business’s operational priorities. More so in the case of a startup with no professional sales experience on board.

From cold call to close: qualifying in or qualifying out. Framing the value proposition to engage with your market in terms of the factors driving their decision making.

Prioritising: not chasing lost causes.

Effective contact and pipeline management

Avoid the pitfalls that beset start-ups in sales-led markets through making the business sales-led.



interview mastery

Interviewing sales people over many years has taught me that even highly qualified sales people from specialist recruiters don’t actually *sell* themselves, i.e. structure what they say to direct the dialogue towards winning some form of commitment from the interviewer in the moment.

Thus by default they allow the interviewer to control the dialogue.

A structured approach would almost certainly win them the job, because in sales the interview is such a decisive factor in the selection process, given that they wouldn’t be at the interview in the first place if they weren’t already qualified for the role on paper.


For recruiters, this course provides an interview model or template with which recruiters can drill their candidates prior to the interview to structure what they say and thereby gain a decisive advantage over their rivals.


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