High-impact lessons for front-line teams.

 I think you’re a dead horse, but Grace wants to keep flogging you.


Improve your sales technique to increase your chances to close a sale.  This collection delivers 15 funny, memorable, short films and 5 e-learning courses that change the way employees behave when they’re with customers. Starring Blake Harrison, Darren Strange and Emily Lloyd-Saini.


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Available as video or e-learning courses

Keep Trying:

I think you're a dead horse, but Grace wants to keep flogging you.

Know what you’re going to say when you close – prepare your closes. If your first close fails, use recovery lines to get back on track. Persist by chasing up opportunities, expanding offers and keep the door open to new business.

Think bigger:

Ten seconds flat. Make mine an egg and cress.

When closing, be a salesperson, not a collecting agent. Widen your horizons and look for the upsell opportunities. Think of all the positive reasons the client should say yes.

Ask For The Order:

I'm in the zone here! Why are you trying to close early?

Try for an early close. It could save your time or teach you more about the customer’s needs. Build an agreement staircase towards closing the deal. Then use silence – let the customer speak first.

Being a Consultant:

Let's just say they have their fingers in a lot of pies... dirty pies.

When you’re selling a service rather than a product, it’s even more important to build confidence and trust with your client. Try to identify their uncertainties, and help remove them through information and advice.

Being a Problem Solver:

Listen, Goldilocks!

When things aren’t working out, take time and identify the client’s real problem. Then help solve it by providing the means and taking the right action. People always remember good advice, even if it doesn’t lead to an immediate sale.

Being a Business Partner:

I'm giving up - I've got a hot date to get to anyway...

When you’re developing a relationship with a client, identify the mutual benefits arising from the relationship. Look for opportunities to join the client in a long-term professional alliance.

Closing The Sale:

Well, can I have some then?

Watch for buying signals. Ask for the order. Then keep your mouth shut.

Explain The Benefits:

What do you mean by "pointy end"?

Sell the benefits, not features. Relate the product to the customer’s needs.

Meet Objections:

Keep calm and carry on.

Objections can be a good sign. Make objections specific. Put them into perspective and give compensating factors.

The Dictator:

There's only one boss here, and that's me.

Dictators hold strong opinions that you’re not going to change. Encourage them to talk. Don’t interrupt – let them reveal their prejudices. Their vanity can be used to close a sale.

The Ditherer:

He doesn't need office supplies he needs a carer!

The key to the ditherer is mental laziness – not bothering to plan things or see them through. So organise them. Listen to objections and restate them as positive requirements by saying ‘so what you’re saying is…’.
The ditherer will worry about extra effort, so take the effort away from them.

The Ducker:

Well, let's go and kick his door in.

Duckers are anxious. They don’t want to take responsibility for making a decision. So test their objections by side stepping them – it will help you uncover any real hidden objections. Use their anxiety and sell them on the risks of not buying.

Ask Questions:

What are you talking about?

Ask open questions. Keep control of the interview.


That's what you said the last two times I told you.

The customer. The product. The relationship.

Set Objectives:

I've got to go see the git who sells me things.

Prepare alternatives. Look for other customers for your products. Look for other products for your customer.

An Introduction To The Key Stages Of Selling

The best thing about dealing with a good sales person is you don’t feel like you’re being sold to. As far as you’re concerned you’re just receiving good service.

The Art Of Selling

Selling with confidence, handling rejection, dealing with complaints and diffuclt customers in a retail and financial services setting.

Handling Objections

One way to think about an objection is to view it as a disguised buying signal. In stating (or thinking) that they don’t like one particular aspect of a service or product, they’re indirectly indicating that they are keen on everything else. Often, the one cause of uncertainty is much smaller than the rest of the package – so one way to handle objections is to put them in perspective – or outweigh them.

Offering Services From Other Departments

There are very few ‘standalone’ products or services which are bought – the vast majority have others which are linked in some way.

Show Benefits Not Features

The benefits of a product or service stem from the features, but go on to have a positive impact on the customer.

Watch Out For Clues

Visual clues include: Facial expression (approval or disapproval); Picking up, or touching, a document or product; Leaning towards us, or leaning away; Maintaining, or losing, eye contact. Verbal clues include: ‘Opportunity’ comment; ‘Concern’ comments (“Not really sure…”); Any enquiry about price or terms; Any reference to someone they know who’s already a customer.

Exploring The Request

Using open ended questions helps us to establish the big picture when it comes to identifying customer requirements. Using closed questions helps us to identify detail and specific requirements.

The Human Touch

A good way to lose any customer is either to ignore them or employ a heavy handed approach – especially early on.


Assumptive question, Selection question, Start date question, Extra benefit question and the Take away question

Customer Essentials Summary


The initial approach. Ask questions. Sell the benefits. Close the sale.

The Art of Selling:

Sales with service

The best thing about dealing with a good sales person is you don’t feel like you’re being sold to. As far as you’re concerned you’re just receiving good service.

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Mark Helen Baxendale
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