Happy 3rd Birthday SerialTrainer7 Ltd

Happy Birthday SerialTrainer7 Ltd

Today is the third birthday of SerialTrainer7 Ltd and goodness it has flown by.

After 25 experience of training and developing people, my business was set up three years ago with the aim of creating training that has a real impact on employees, by getting them where they need to be quicker, and leaving them there better. Simply by being relevant.

SerialTrainer7 Ltd has in its first three years delivered relevant sales and management training to over 3,500 delegates in over 50 businesses in various sectors, countries and environments. Training has been delivered mostly in Sales Development, Leadership and Management Skills be it in classrooms, seminars or coaching. My terrific client’s have not been backward in wanting to tell the world about how relevant and effective they have found it too, just check out the testimonials. Talk about rewarding!

It is impossible for me to fully express how much I love what I do, to have the honour, and the privilege of being chosen to work with brilliant people like the ones in this photo, in brilliant business over and over again.

Thank you from the bottom of my heart to all of those businesses that have chosen SerialTrainer7 Ltd as their relevant training provider. For all of those businesses I have yet to meet, and we will meet; you can be assured of my commitment to getting your people there faster and leaving them there better.

If you would like to talk about the sales or management development of your people please drop me a line at Simon@serialtrainer7.com or call on 07979 537824


Sales – Stop Thinking About Your Targets!

Sales – Stop Thinking About Your Targets…

When I train sales people, I often get asked the question “how can I hit my sales targets more frequently?” Before I get a chance to answer, the question is usually followed by a long list of reasons why they think they are not hitting target, and to be honest some of these reasons sound more like excuses.

“The market is changing”

“Everyone buys digitally”

“The High Street is dead”

“No one has any money”

Without sounding too harsh there are going to be some clients for whom this is true, however, more often these are simply objections placed in the way of the buying process. Objection handling is a different blog though.

The answer I give them is two-fold.

  • Stop trying so hard, clients can sense when you are desperate, it is like smelling chum in the water, and then even if they do buy, your desperation will push them to negotiate harder on your price.
  • Try to put yourself in their position, genuinely think like your buyer.

When I coach sales people either by visiting clients with them, or listening in to their calls, I find myself surprised at how little the sales person has thought about the client. Their focus is on making the calls, covering the market and going through the same patter for each client. Rarely do I hear anything in terms of insight, opinion, industry knowledge or creative ideas being discussed. This is in no small part down the poor questioning skills being used. Often the same of thing is being rolled out. “Tell me a bit about your business?” “Who are your target audience?” “Have you any plans to expand?” that type of thing. Now whilst this type of questioning has its place, it can be better to come at the sale from a different perspective.

Think like a Bank Manager!

If anyone went to a bank manager for a loan to start a business, then evidence will need to be produced that answered some fundamental questions and these really need to asked of the client when selling, after all, isn’t the outcome to get the client to give you money?

Clients who are sold advertising, trade goods or services are all motivated by different things, however they all are interested in the same thing, themselves and the survival, maintenance and or growth of their business. So the outcome of the sale is to see how, with what we are selling, we can help the client make more money. If we can demonstrate effectively the viability of our offering in terms of how it will not only benefit their business by making money then the client will make the sales person money without even thinking about it. Remember Jerry Maguire? “Help me help you”.


Questions that really will resonate include:

  • What do they expect from suppliers to their business?
  • How is money actually made and realised?
  • What is currently going on that is a problem for them and why?
  • How does money made actually impact on profitability?
  • How do they believe people find out about them and how they actually promote their business?
  • How can social selling actually enhance what they are currently doing?
  • What is the plan once they have landed a customer? Think retention and account management.
  • How do they keep the pipeline topped up and healthy? Think less about the here and now, and more in terms of the next quarter.
  • If they have staff, how do they inform them and train them on new products they are selling and promoting to get the maximum mileage from the ‘honeymoon’ period?
  • What would they actually consider to be value for money and in turn do they know why their customers should pay their price?
  • How do they compete and stay ahead or two steps ahead of the competitor?
  • What does competitive advantage mean to them? Is it about being the best, trading on price, market share?
  • What are they more focused on, less sales but greater margin or more sales and fewer margins? Does such a plan exist?
  • How do they go about selecting the right products to showcase and sell in their business? Is their a tender process, how does it work, do they have loss leaders or cash cows, think Boston Growth Matrix!
  • If they know where their business comes from then have they considered other not so obvious sources of business? E.g. transient buyers, dissatisfied customers who have used the competition and need to replace, infrequent buyers, early adopters.
  • How does the customer if they are in the market for what you offer think it will benefit or make a difference to their business? Have you considered what they might have perceived your strengths and weaknesses are?
  • If they themselves lose out to another competitor do they ever ask their client what they didn’t have or do that their competitor did? In fact have you ever done this?
  • If they have invited you in or maintained the interest, then ask yourself, just how badly do they want it and what would be the outcome if they did not buy it?

So many things to think about and consider right? Some of the answers to these questions you can actually answer by researching online or by getting hold of a bank business plan pack; this is packed with all sorts of insight and relevance. You see it is not just about finding out the ‘need’ anymore, oh no, clients are very switched on to this. It is about how to ask questions and bring insight that actually resonates with the client on some level, this then leaves you better equipped to differentiate your offering above and beyond what your competitor is doing and in terms of extra value you can substantiate and back up your sales story with testimonials for example.


This process of resonating, differentiating and substantiating is the foundation for The Insight Sales by Schulz and Doerr and well worth your reading time.

A Word on Disruption.

pos disruption

Disruption is a buzzword right now and it was only a matter of time before it came to sales. In short it is really is about asking or challenging clients on key things such as:

  • Why they have chosen a certain route or outcome
  • How they plan to do something or go about something
  • What would happen if they didn’t do something
  • How they would go about making something right if it didn’t work

These questions can make sales people feel nosey, however be brave, you might find clients find it refreshing to talk to someone on this level who actually gives a shit and is genuinely interested in what is going on. Remember, clients love talking about themselves, as do sales people (don’t worry you will know when you can!) but getting a client to talk is pure gold, and helps to build that all important trust and business rapport. A client that is genuinely engaged with a sales person will ask their advice and advocate them behind their back. This takes work, but boy is it worth the effort. Why? Because when they do this, they actually help you to hit your target without you even trying and this, along with everything here is the answer to that question “How do I hit my sales targets more frequently?

So in order to hit your targets you need to think like your buyer and as a wise man once said “before you can walk in someone else’s shoes, you must first take off your own.”

Boy Wearing Men's Dress Shoes and Suit --- Image by © Royalty-Free/Corbis
Boy Wearing Men’s Dress Shoes and Suit — Image by © Royalty-Free/Corbis

This Blog is part of sales training offered by SerialTrainer7 Ltd. If your business needs help with sales training, get in touch here as my sales training really works, just read some of my testimonials on the site. Email Simon@serialtrainer7.com or call me on 07979 537824 

Game, Set and Match – Selling Against the Competitors!

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Game, Set & Match-Selling Against the Competition

Are you going to be glued to the telly this weekend by chance? A perfect summer afternoon (raining?) watching (with strawberries & cream?) racket wielding sports giants battling it out to win the most coveted prize in tennis, Wimbledon. I must admit I am not a fan of the old bat ’n’ ball but the element of competition is not lost on me. Why? Well selling is all about being competitive, winning the business and competing against others in the same market, all looking for a piece of the same pie!

Continue reading Game, Set and Match – Selling Against the Competitors!

Sales Hunger – Unleash the Wolf!

Sales Hunger – Unleash the Wolf!

Sales people want to sell. There I said it. It is true, they love it, they love hunting for prospects, they love the presentations, and they love selling the benefits of their products and love the hell out of closing the client. Why? Because they are hungry for the sale. Or they should be. Continue reading Sales Hunger – Unleash the Wolf!

Top 12 Recommended Books for Sales People

Every sales training course or coaching session that I deliver always incorporates supporting material to bring to life the skills, tips and tactics offered throughout.  Lots of delegates like to have a recommended reading list to go through and keep as part of their tool kit. However, there are so many books out there that often getting the right one can be hit and miss.Well let me do the work for you. Continue reading Top 12 Recommended Books for Sales People

Sales: The Write Stuff – Creating The Sales Proposal



The Write Stuff: Creating an Effective Proposal

In my role as a Trainer, I get to visit some cracking organisation and work with some amazing sales people, some are truly terrific at working on the rapport and asking great questions, whilst others are hungry for the close and look to sell solutions to problems at every turn. I love sales people, truly I do, and coming from a sales background and now selling my own services it is really one of the most rewarding roles. Continue reading Sales: The Write Stuff – Creating The Sales Proposal

Sales Training – ABC: ‘A’ – Always, ‘B’ – Be & ‘C’ – Closing



Sales Training – ABC – A – Always, B – Be and C- Closing!‘

“More sales are made today because the client must have what they want, rather than the sales person selling them something better.” Anon

If there is one group of professional people in this world who are more misunderstood than any other, it has to be the sales person. With a history steeped in bad practice, ripping people off and hard sales tactics, the sales person is pissing into the wind before they have even started.

Continue reading Sales Training – ABC: ‘A’ – Always, ‘B’ – Be & ‘C’ – Closing

The Sales Journey



How do I become a better Sales Person?

The Sales Journey

“We here at Factory Media chose Simon over a number of other trainers as his approach was relevant, unique and specifically tailored to the business. Initial feedback from the team included “the best sales training I have ever had” and within days of the sales training being delivered we noticed an uplift in quality of sales calls and more importantly an improvement on sales.” Chris Brown. Head of Sales. Factory Media

The Overall Message

The sales person is the most talented of business people. Persuasive, Tenacious and very creative the sales person has a natural rapport building ability that enables them to spot a goal, problem or need that they can apply their own specific product to therefore helping a customer make money.

Whether you are selling advertising space, retail products or tailored professional services such as personal training; this journey delivered by a true sales-professional can and will enable you to make more money for your clients and yourself.

The outline below is a snap-shot of what can be offered by the serial trainer 7. Please click through my other specific journeys for more detail.

Continue reading The Sales Journey