Understand how clients think, decide and buy. Learn practical techniques to build trust, position value and win more work without feeling like you’re “selling”.
Welcome to Sales Lessons From The People You Sell To, a transformative course designed to shift your perspective from the traditional "salesperson" mindset to that of a trusted advisor. In a business world where customers are increasingly resistant to aggressive tactics, this course argues that the most effective way to sell is to understand exactly what your customer wants, needs, and feels throughout the buying journey.
Many conventional sales training programs focus heavily on "hunting" techniques—cold calling, overcoming objections, and closing the deal at all costs. While these skills have their place, relying on them exclusively can create an adversarial relationship with buyers. This course explores the concept that dysfunctional selling has led to dysfunctional buying. By learning to see the process through the eyes of your customer, you can lower their defenses, build genuine trust, and ultimately close more deals by acting less like a salesperson and more like a partner.
The curriculum is structured around the proprietary ASK model—Attract, Serve, and Keep. This framework breaks down the commercial realities of business and guides you through the chronological order of a successful relationship. You will move beyond simple product knowledge and learn to identify the specific problems you solve and the goals you help customers achieve. The course delves into behavioral psychology, helping you understand why customers react the way they do and how to align your behavior with their preferences.
Throughout this course, you will learn to:
You will also discover practical methods for managing client expectations and navigating the four "R's" of the customer relationship: Rapport, Relationship, Respect, and Result. Whether you are an experienced sales professional looking to refine your approach, a business owner acting as your own sales team, or someone who feels uncomfortable with the idea of selling, this course offers a path to success that feels authentic and respectful.
By the end of this journey, you will no longer be just another salesperson trying to meet a quota; you will be the expert your customers actively seek out to solve their problems. Join us to revolutionize your sales performance by learning the lessons taught by the people who matter most: the people you sell to.
Behavioral psychologist, international speaker & trainer
Andy Edwards is an inspiring and motivating international speaker and trainer who delivers memorable presentations and workshops on business relationships, understanding others, influence, attitude, and teams. Having studied marketing and lectured on the CIM Marketing Diploma, he further qualified in behavioural psychology, and has a National Diploma in coaching. Andy is qualified to deliver several psychometric instruments and has an excellent knowledge of other psychological and communication models including Neuro-Linguistic Programming (NLP). His books include: Why Can't People Be More Like Me?! (using simple psychometrics to understand self and others); LEADERSH*T (what your followers REALLY think of your leadership and how to change their minds); and Beyond Mars and Venus (a look at personal relationships through behavioural psychology). He has spoken in 14 countries and has worked with many commercial household names including JP Morgan, Stannah, Co Op, De Vere, Barclays, Simply Health, Sony and British Gas (to name but a few). In the public sector, Andy has worked with The NHS, The British Embassy (UAE), The Highways Agency, The National Apprenticeship Service, Business Link, Primary Care Trusts, and many local authorities. A sought-after keynote speaker, MC, masterclass presenter, trainer and coach, Andy is regularly booked for national conferences, staff conventions, away-days and AGMs for talks which are motivational, engaging, thought-provoking and fun. Andy is married to Ali and they live in Dorset, on the south coast of the UK, with their daughter, Rosie. He also has two grown-up sons of whom he is immensely proud. When not working, catch him on the golf course or ruining his garden with the opposite of green fingers.
