The discovery phase

Most salespersons start their presentation by stating the features and benefits of their products and services. Perhaps they should think about looking at business from a different perspective. How do you identify the needs and objectives of a potential customer as they progress from knowing nothing about your brand? Why do they need your expertise for promoting their business?

1. Awareness - You can help the customer discover the source of their problem by supplying short, easy-to-consume pieces of content that will educate and inform them.

2. Consideration - To understand and meet this need, you will want to provide the customer with content that educates them on different methods of solving their problem and compares different solutions that you and your competitors offer.

3. Decision - The buyer at this stage knows what they need and why, they will be more likely to listen when you provide expertise and support their decisions. At this stage, they will be able to see that your greatest concern is providing insight on the best fitting solution for their needs.

Understanding the initial needs of the buyer, along with their preferences and tendencies, will have a huge impact on what you market to them and how you make it visible to them. Contact me via e-mail for your sales training and workshops.

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Sales tips on Sunday

Sales persons need to always show up in the moment and when I say moment, I mean showing up in a positive and curious state of mind for the sales performance. Sales is the transference of emotion that the solutions you are selling makes sense for the buyer and in order to do this, you must arrive with clarity, confidence and courage. Here are a few sales tips below, please contact me via e-mail for real world strategies, sales training and workshops opportunities.

1. Learn how to sell yourself

2. Know your products and services

3. Show empathy for your customers situation

4. Believe what you are saying

5. Be open to feedback

6. Learn from master sales persons

7. Learn the psychology of sales

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All sales teams need professional training

Even when you are a subject matter expert, neither the sales or buying process is linear. I saw the light in 2010 when I stopped working for Aquascutum and took a step back and asked myself, “If I was on the other end of that communication, what would I think?” - Would I click on subscribe? Would it annoy me? Does it make any sense at all? And if the answers are “No”, then why am I doing this, why am I saying it, why am I presenting it? It was at this point of self reflection and trying to see things from the other side of the table that I realised that I was a teacher and had the skills to verbalise and guide based on real life experiences and storytelling.

I have the structure, discipline and intelligence to seek out the knowledge required to ask great questions. I have sales experience and a good track record, I also know how to come in and make a good presentation, role play, assess the situation and ask for the sale. As if you don’t know how to overcome objections, sales is going to be extremely challenging. Contact me via e-mail for your sales training and workshops.

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That's not my problem

As sales persons our job is to get the deal and when I say deal, I mean reduce costs, increase revenue or add commercial value. What I have learned over the years is that people mostly care about themselves. I’m quite meticulous around preparation and tend to go into sales meetings with right team and technical knowledge, as I don’t want to be the guy who turns up and is the idiot in the room. The penny dropped for me about sales training in 2010 after I stopped working for Aquascutum. I realised that sales is a performance and to perform well you have to practice, you have to analyse what you do - both the good and the bad - and you have to perform on the day and that takes a lot of effort and thinking and preparation. And this is the fundamental thing I take with me in everything - “Practice makes perfect”.


When you first get into sales you are taught about how to do the pitch (think about yourself), how great the product is and all that good stuff. It doesn’t really wash because everybody cares about themselves the most. The key to interpersonal skills is to try to be interested in the person that you are dealing with, and if you can build upon that and be authentically interested in the industry and domain that you are working in and this will ensure that you always will have great questions to ask. Buyers who are commercially astute and intelligent are formidable opponents when going into discussions or negotiations with them. Contact me via e-mail for your sales training and workshops.

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Culture is currency

c/o Lene Mønster

“The best part of the journey is the surprise and wonder along the way”

— Burrellism

The western culture teaches us from a very young age to be attached to the outcome. There is this belief that the effort and practice don’t matter if you think the outcome is not going to be great. I think the only way you’ll ever get great outcomes is practice and practice in order to get better. As a sales professional the practice involves a whole host of things and practice makes perfect. Contact me via e-mail for your sales training and workshops.

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Thinking Correctly Under Pressure

Sir Clive Woodward guided England to Rugby World Cup victory in Australia in 2003. Woodward outlined his formula for creating "champion individuals" and a successful culture, first of all, he says, great teams are made up of great individuals. Woodward realised that you need to coach your team individually as well as part of a team and get them to focus on being the best in their own role. Woodward uses the acronym TCUP: Thinking Correctly Under Pressure. It's the job of the leader to constantly put their teams under pressure. People aren't born to perform under pressure, they need to get used to it, because only the winners perform their best under pressure.

As an “old” sportsman, I agree 100% with Sir Clive Woodward that constant repetition and practise builds up your skills, so when you are in that pressure situation your subconscious takes over and you don’t have to consciously think. You are relaxed and ready to go! Sales, just like sports is a performance game where you get into that flow state, if you’ve done that preparation. I’ve never been over prepared for a sales meeting, and I urge you to never just turn up and try to “wing it”. Practice makes perfect and contact me via e-mail for an evaluation of your sales teams competitive advantage.

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Sales is a performance game

In sales, our brain, our memory, our ability to recall our process, where we are in the deal and what we should be doing is pretty important. Whether we are in front of a client, on the telephone with them or giving a presentation, there are so many going through our minds. We have to have acts, systems, processes for remembering the things that matter - to make sure we are hitting the point whilst we are still listening. Not getting lost in the weeds and forgetting the steps they shout be taking to move the deal forward. 

How many times after the meeting do we ask, I wish that I had asked that question? This is hard and if we don’t practice it outside of the moments, what ends up happening is that we miss what’s going on. In the game of sales, memory is a critical element of our sales ability - we have to remember facts about our product, company, how we compete but we also have to really remember and think about what the other person is thinking, what they care about. I think this is why sales is a performance profession. Sales is not just knowing what and how and having the facts, it’s how you present them and how you execute your game.

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One never stops learning

c/o Adobe stock photo’s

Understanding how to build a sales team both inside and outside is an incredible gift. Personally, I thrive in an environment where I can meet and work with great people, and this may have emerged from my sporting past. Everything I do, I really want to do well. Football is a performance game just like sales, whether you win or lose, you are measured by your performance. Sales is about getting better every single day, developing your skill set and putting them into practice.


I’ve led sales teams of representatives (agents and distributors), customer success (back office), product managers, marketing department. My strengths are understanding a business and people and my weaknesses are understanding the corporate politics in organisations. Contact me via e-mail in confidentiality and let’s arrange some sales training for your team.

“You never stop learning. If you have a teacher, you never stop being a student.”

— Elisabeth Rohm

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Overcoming objections with your story

I was recently asked about my unique selling point, I flipped the script and began speaking about my simple recipe for how I get results for my customers. What is the definition of a proprietary process (or trade secret? A proprietary process is a distinct problem-solving methodology for your professional or technology-based service organisation. I think a proprietary process is essential because it creates a framework for how and when you tell your story. The simple elements about my personality and beliefs are powerful differentiators.

I can help you create a story that overcomes objections before you invite your customers to join your sales presentation. Contact me via e-mail when you are ready to accelerate your connection with your customers. Instead of sharing everything, just point at a couple of key aspects of why you are different, for example:
a) What problem is your customer currently facing? 
b) What solution do you offer? 
c) What benefits and transformation will your customer experience by choosing your solution?

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The competency model for salespersons

Do you want to have a career in sales? I think a modern salesperson requires these below 9 attributes and 8 skills if they want to be seen as competent sales professional.

The nine attributes are as follows:
1. Self-discipline
2. Optimism (attitude)
3. Caring (other-orientation)
4. Competitiveness
5. Resourcefulness
6. Initiative
7. Persistence
8. Communication, and
9. Accountability.

The skills are as follows:
a) Closing
b) Prospecting
c) Storytelling
d) Diagnosing
e) Negotiating
f) Business acumen
g) Change management, and
h) Leadership.  

While possessing these skills doesn’t guarantee success, they are critical for carrying out the daily duties of a sales professional. Are you interested in reviewing some of the competencies that are most beneficial your sales team? Contact me via e-mail to arrange a meeting or workshop.

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Growth is a process!

There is always room for improvement as you do not just wake up and become a beautiful butterfly (egg > caterpillar > pupa > butterfly). The process is called metamorphosis, a Greek word that means transformation or change in shape.

I think effective communication is when you are really good at delivering the message concisely. We all have a sales process, but in reality, we are not going to dictate to the buyer without creating an incentive for them to bow to our sales process. I always ask myself, “What is the 1% that I want the buyer to walk away with?” Being an effective communicator through stories is an ideal way to differentiate and may lead to the buyer relaying your story to the end-users. This is a skill that I am constantly trying to master - slowing down to speed up.


Sales is a profession and you have to put in the work just like a professional athlete. In sales the outcome is not solely based on the performance, sometimes the performance can be awesome and the outcome mediocre. It’s incredibly valuable to evaluate your sales calls and process. Contact me via e-mail to arrange a meeting or workshop about building your sales process and self reflection tools.

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Persuasion is one of the most important tools in life

According to Dr. Robert Cialdini’s book, “Influence: The Psychology of Persuasion” there are 6 universal principles of successful influence.

1. Reciprocity - People want to say “yes” to those who have given to them first, they feel obligated to give back.

2. Liking - Find commonalities as we prefer to say “yes” to people we like. In a negotiation scenario, finding that common goal ensures that we are more likely to get a better deal.

3. Authority - We prefer to say “yes” to those individuals who demonstrate competence and are experienced in a particular area.

4. Social Proof - If our peers are doing something then automatically we think it’s probably a good choice for us.

5. Scarcity - We want those things that are scarce, rare and not easily accessible.

6. Consistency - Commitment to being consistent with what we have already said or done publicly.

Persuasion skills are essential for success in every stage of life and are some of the most important skills that you can develop. Persuasion is NOT the ability to convince your opponents to see things your way, that’s manipulation. I think relationships are formed by our ability to listen to others and work in their best interests, and expertise comes with knowledge and experience.


There are some fundamental steps for improving your persuasion skills! I’m currently teaching my son how to frame his position when making a presentation, so that it highlights its benefits to all the stakeholders. And whatever you say must be backed up with evidence, in my opinion, metaphors and storytelling are best when you want to emotionally connect with your audience. Contact me via e-mail, if you are serious about improving your persuasion skills when negotiating mutual solutions.

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The Sun is a pretty big star

Life is not about darkness or light, rather its about finding the the brightest star within your unconscious and creating a galaxy. I think everyone is made up of light, we simply need to find our best way to shine. When your words and actions match, people know they can trust you, so there is o need to make false promises. 

Sales people are not criminals and are usually not doing anything sneaky. Sales is a method used to align clients and customers to goods and services. The complex sale has many different stakeholders involved in the decision making process, on the other hand, the simple sale is when selling to an individual decision maker. As a sales person we must understand that it’s not a straight line from where we are to what we want. Most sales people are trained in the “old fashioned” way moving from presentation > demo > proposal > negotiation > close. How many people want to buy that way? We as individuals do not buy that way, we look at reviews and recommendations from our social circle.

Today, we are living in a high stimulus world! Everyone appears to be stimulus rich and context poor. I think competence is dependent on context and ask myself on a daily basis - How can I add value and become tremendously impactful? Do you really care about your customers? What you are selling can be anything and the value proposition can be pretty subjective. Contact me via e-mail to arrange a meeting or workshop, and learn about why you should show up prepared and the benefits of demonstrating authenticity.

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Selling is a profession

Last night I stated to a friend that great sales people don’t sound lake sales people. He said, “what do you mean?” I explained: “This is because great sales people have learned that the most effective way to communicate with people is to sound natural.” It’s a fact that if you are not selling then you are not in business. And I think everyone in sales agrees with the fact that people buy from people they know, like and trust.

Usually when we think of a salesperson as a person with commission breath, a person who is out for themselves, who’s pushy and always trying to close us. When we want to buy something or want help, who do we talk to? We talk to people who have some expertise in the area and who we enjoy talking with about that topic. This is something I was really lucky to learn very early in my career. The majority of salespersons learn this in the middle of their careers and then it’s a tough transition to unlearn and re-learn.

If you are able to have natural, organic conversations with people about what they care about and the challenges they are facing, then you have hit the sweet spot of selling. Too many salespersons think that it’s our insights and messaging that’s our gift, but this stuff puts us in the “sales rep zone”. When you are in that zone, then you are a commodity - What is it? How does it work? How is it different? What’s the price? - And if you are being treated like this, then it’s because you sound like a salesperson. Contact me via e-mail to arrange a sales training workshop for your organisation.

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Contrast sharpens the desire

My first summer job was in retail, so since my school days whenever I enter a shop, I always ask myself about how retailers are being inclusive in their retail environment. What’s important to the customers? I think the ability to make it really easy for consumers to buy your products regardless of their knowledge. Mixing customer experience with great technology from your customers point of view will allow you to control the relationship.

For the very first time in our existence we have the necessary resources, capability and technology to address every human problem on the planet. I think the only thing that we are missing is consciousness, so in order to improve the customer experience, start with the employee experience. Do you deliver a consistent customer experience, and if so how? Contact me via e-mail if you would like to deliver sustainable, extraordinary growth by creating an inspiring, unique and convenient customer experience.

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Pleasure & Pain

The two P’s of motivation are pleasure and pain. I think that people buy products or services for one or two reasons and there are hundreds of books out there around the psychology of selling. In my experience, people buy products or services either to move closer to pleasure or to move further away from pain.

Nowadays it appears that marketers focus all their attention on marketing towards the pleasure, it may also be extremely effective for marketers to target solutions which moves the consumer further away from pain. It’s unrealistic to think that we are going to live our lives in a solely pleasurable way, so brands need also to look at their consumers pain points. Contact me via e-mail for an introspection into your buying process.

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Revenue solves all problems

c/o depositphotos

We have some unwritten laws of behaviour in society, for example, the body language of how to tell whether someone is interested in our culture. This is because people tend not to tell 100% the truth, not because they are lying, it’s just because no one ever gets rewarded for delivering bad news. There are also laws in sales, the problem is no one ever tells you about them. As sales persons we are used to establishing best practices, our own rules or other peoples that fits into what you are selling and the way you sell. There are principles and habits which are simple ways to confine the game we are playing.

When you buy a new board game - one you have never played before - the first thing you do is read the instructions and learn the rules. What are the laws of how to move? Who goes when? Who gets skipped? What are the definition of winning? etc., etc. And in sales these are all critical elements. For some reason in sales, no one really talks about them or shares them because they are no incentives to do so. Most sales persons are lone wolfs and see everybody as a competitor instead of a collaborator.

We learn the traffic rules whilst learning to drive, but in reality, we learn the rules once we have passed our driving test. The speed limits, the rules of when to stop, when to slow down, when to pull over, which lane to drive in, etc., etc. Some of them are written down and others are not. Similarly, in sales the rules and laws also needs to be learned because this is the way the game is played. I think it will save us so much time if we document our sales rules and occasionally review them, as we cannot remember all of them. We have to have a general rule of behaviour, patterns and habits to become successful. Contact me via e-mail for an evaluation of your procedures or sales training opportunities.

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Sales is an art and science

My interest in psychology stems from the fact that I’ve always been a lover of people. I have always wanted to know the reason behind certain behaviours and why people do certain things. Sales is about helping your clients and from a psychological perspective you become a real trusted advisor when your clients become comfortable disclosing certain things. From the psychology stand point, it’s allowed me to be more understanding, empathic and better listener. Most people who know me will say that I have a natural air of confidence and I am very easy to talk to.

Selling is an art that requires the ability to form good relationships with others as well as a science that requires the development of successful, repeatable strategies. The Covid-19 pandemic has made it easier to be yourself, challenge the status quo and transform the ways in which you work. Contact me via e-mail if you would like to learn how to move away from your own needs and focus on the customer perspectives?

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People have a persuasion resistance

We should always focus on the buyers’ needs and how we can solve them. Guiding the buyers through the decisions and tasks from an authentic perspective will make it more likely to get the deal done. The role of the sales person is to guide the buyer through this process. In the minds of the buyers, sales is not necessary.

Training is not about persuading buyers to buy your products as in general as most people have a persuasion resistance. Nobody want to be sold to! The real role of sales persons is to influence buyers through the buying process. In reality, the buyers are in charge of the selling as they have to sell to internal stakeholders. I think that influence is far more important than persuasion, we only have to tell one story - the customers story. Tell the story of what the future may be like with you in it based on a vision and values.

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Why me

I have been a director, senior leader and commercial executive with experience of running teams, and I have a proven track record of exceeding results in highly demanding environments from start-ups to corporates. Through my varied professional experience, I have gained a deep understanding how effective relationships impact the bottom line.

Over the past few years I have used my coaching, active listening and mentoring skills to help organisations to get better feedback from their customers and subsequently improving business results by changing how they deal with customers. As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices.

I am passionate about spotting emerging best practices and helping companies master them and I also speak about these topics in keynotes and lecturing engagements. Contact me via e-mail and let’s arrange a non-binary virtual meeting to discuss collaboration opportunities.

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