Sales Success Starts With Real Conversations
Most sales training focuses on scripts and tactics. We teach you how actual people make buying decisions—and how to guide those conversations naturally toward outcomes that matter.
View Our ProgramsBuilding Expertise Around What Actually Works
Sales isn't about manipulation. It's about understanding what people need and showing them how you can help. Our approach connects these fundamental skills in ways that make sense for real client interactions.
Active Listening Practice
You can't solve problems you haven't heard. We spend considerable time developing your ability to catch what clients actually say—not just what you expect them to say.
Question Frameworks
The right question at the right moment changes everything. Learn how to structure conversations that reveal genuine needs and build trust through curiosity rather than pressure.
Value Communication
People buy when they understand how you solve their specific situation. We teach you to connect features to real outcomes in ways that resonate with different decision-makers.
Objection Handling
Resistance is information. When someone pushes back, they're telling you something important. Learn to treat objections as opportunities to understand rather than obstacles to overcome.
Relationship Development
One-time transactions are fine, but repeat business comes from genuine relationships. We focus on building connections that extend beyond single sales conversations.
Adaptive Approaches
Different industries, different buyers, different contexts—they all require flexibility. You'll learn to adjust your approach based on who's across the table and what matters to them.
Learning From Someone Who's Been There
Angus Fitzwilliam spent fifteen years in B2B sales before he ever thought about teaching. He closed deals ranging from small equipment purchases to six-figure consulting contracts. More importantly, he lost deals too—and learned why.
What makes his approach different is honesty about what actually happens in sales meetings. Not the sanitized version from textbooks, but the real dynamics when someone's skeptical about your price, when a competitor undercuts you, or when a prospect goes silent for three weeks.
His teaching style reflects this background. You'll work through realistic scenarios based on actual client situations. He'll challenge assumptions that don't hold up in real conversations. And he'll share both successful approaches and mistakes he's made—because learning what doesn't work is just as valuable.
What You'll Actually Develop
Discovery Conversations
The first conversation sets the tone for everything that follows. You'll practice opening discussions that establish credibility, uncover priorities, and position you as someone worth talking to—all without feeling like an interrogation.
Proposal Presentation
Numbers on a page rarely sell themselves. Learn to present recommendations in ways that connect directly to what matters most to your prospect, addressing concerns before they become objections.
Negotiation Fundamentals
Price discussions don't have to be adversarial. We cover techniques for handling budget concerns, defending your value, and finding creative solutions when standard approaches hit roadblocks.
Pipeline Management
Consistent results come from consistent activity. You'll develop systems for tracking opportunities, prioritizing follow-ups, and maintaining momentum with prospects across different stages of the buying process.
How Our Sessions Actually Work
Theory matters, but application matters more. Our programs balance concept introduction with practical implementation so you leave with skills you can use immediately.
Scenario Practice
You'll work through detailed client situations that mirror real buying conversations. Each scenario includes background context, stakeholder personalities, and common complications you might encounter.
Conversation Analysis
We break down actual sales discussions to identify what worked and what didn't. You'll learn to recognize turning points in conversations and understand why certain approaches landed while others fell flat.
Individual Feedback
Everyone brings different experience and challenges. You'll get specific guidance on your particular situations, whether that's handling technical buyers, dealing with procurement processes, or managing long sales cycles.
Ready To Improve Your Sales Approach?
Our next program starts September 2025. Classes run Tuesday and Thursday evenings, with weekend intensive sessions once monthly. You can fit this around your current work schedule while developing skills that actually transfer to your day job.
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