Sales training · for teams that sell

Your team can sell.
They've never been shown how.

Every rep runs their own discovery, their own pitch, their own luck. The top performer's process lives in their head and leaves with them. Sales isn't a talent you hire. It's a system you can train.

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The offer, so you don't have to scroll: your real deals, real practice, one playbook.

100
owners closed into $10k coaching,
then trained to sell themselves
1 in 3
close ratio held for a full year
at 100% of target
20+
years in the field
before the flipchart
£1.5m
largest single deal at BT
biggest in the division's history
Every number on this page is verifiable. My sales managers at BT and Croner will take your call.
You already know this story

Tuesday, 4pm. Pipeline review.

Three reps, three conversations, three completely different approaches. One reads the features. One interrogates. One is a founder in disguise, winging it on charm and discounts.

The numbers tell the story: the same leads, sent to different reps, convert at rates that vary three to one. Nobody can say why. The why is that your best rep has a system, and nobody else has been taught it.

In the review, someone asks the top rep how they'd handle the pricing objection. The answer is brilliant: instinctive, layered, two moves deep. Then the awkward part: nobody wrote it down. It has never once been written down.

The quiet math of untrained selling
A rep converting at 1 in 10 versus a teammate at 1 in 3 isn't a talent gap; it's a training gap. Same leads, same price, same product. Across a year, the difference per seat is more than the training ever costs. The gap is already being paid for.
Sales training
Pipeline review: three reps, three different calls, no shared spine. · brand scene

I closed for twenty years before I trained anyone: £1.5m at BT, a 1-in-3 ratio held for a full year at 100% of target. Then at Think Tank I closed 100 owners into $10k coaching programmes and trained the owners to sell it themselves. The ones who practised outperformed the ones who “just knew how to talk to people.” Every time.

Selling isn't a gift. It's a craft, and crafts transfer.

The turn

After twenty years of closing and coaching closers, I can tell you what separates the reps who convert.

It's not charisma. It's the boring, trainable spine of the call: the discovery that quantifies the gap, the objection that gets isolated, the close that's allowed to feel like a conclusion. Train the spine and the personality looks after itself.

Stories from the room

Three scenes you'll recognise.

Twenty years in the field, told honestly. The Receipt stories are mine and verifiable. The Pattern stories are composites: details changed, lessons intact.

The Receipt

The owners I trained

At Think Tank I closed 100 business owners into $10k-a-year coaching programmes, then trained the owners myself in prospecting, pricing and closing. The best student wasn't the smoothest talker; it was the roofer who drilled the same discovery forty times until it was his. Craft beats charisma.

What gets rehearsed gets repeated.
The Pattern

The wing-it academy

The pattern: a team where every rep sells differently because nobody ever taught them the same thing. Results vary three to one. The top rep can't explain the gift, the bottom rep copies the wrong half of it, and onboarding is six months of folklore.

If the best rep can't teach it, you don't have a playbook.
The Receipt

A ratio, not a mood

For a full year I closed 1 in 3 daily meetings at 100% of target. Not talent: a system. Same prep, same discovery, same isolation of the real objection. Training that system is the most transferable thing I know.

Consistency is trained, not hired.
Who's training your team

Jamie Sonnex, on a first-name basis with every seat at this table.

i.

The practitioner

Twenty years selling before teaching: £1.5m at BT, a 1-in-3 close ratio held for a full year at 100% of target. I only teach the moves I've run myself, at scale, on real money.

ii.

The trainer

At Think Tank I closed 100 owners into $10k-a-year coaching programmes, then trained the owners myself in prospecting, pricing and closing. The ones who drilled it beat the ones who "just had the gift." Every time.

iii.

The buyer

I've held the £2m programme budget and sat through hundreds of pitches and demos as the decider. I know what a room does next, because I was the room.

iv.

The operator

Training that doesn't survive contact with the day job is theatre. I ran programmes at BT scale, so everything I teach ships with the operational kit that keeps it alive after I've gone.

"I only teach what I've done for money. That's not a slogan; it's a syllabus."

The standard

How I train: the whole method in four lines.

Before

Your deals, not case studies

Training built from your pipeline, your recordings, your objections. Nobody practises on someone else's business, because nobody sells in someone else's business.

During

Drill, don't lecture

Nobody learns to close from a slide. Rounds of filmed practice, feedback the same hour, everyone rotates until the move is theirs. Uncomfortable for ten minutes, then unbeatable.

The week after

The manager's kit

One-page scorecards, a 1:1 script and a coaching rhythm, so the training compounds after I've left. Training that needs the trainer forever isn't training.

The result

One team, one playbook

Shared discovery, shared objection handling, a close that's allowed to feel like a conclusion. New starters onboard to a system in weeks, not folklore in months.

The receipts

Anyone can claim. This brand exists to prove.

The numbers above, the deals behind them, and a public ledger of the whole journey: applications, rejections, results, lessons. The highlight reel is boring; the work is the evidence.

The Training Room: proof in public
The offer

The same offer I make on every call.

✓ What the 20 minutes is

You bring your numbers: calls, show rates, close rates, objection logs if you have them. I'll tell you where the revenue is leaking and whether training is even the right fix. If it isn't, I'll say so.

✗ What it isn't

A pitch. There's nothing to buy on the call except a decision, and you'll know inside ten minutes whether I'm the person to train your team.

The Training Deal
Bring me the team. I'll bring the drill.
  • Built on your real deals, objections and prices, not generic roleplay
  • Practice-first: filmed rounds, same-hour feedback, nobody hides at the back
  • Every person leaves with the same one-page playbook
  • Manager's kit included, so it survives the week after I leave
Book the 20-minute call
From the engagements One phone call: prospect to client, into a $10k to £20k coaching programme.
Small-business coaching · Think Tank · the full story on the hub
Last line

Same leads.
Twice the closes.

One playbook, trained on your real deals, practised until it sticks. Your top rep's process, finally written down and taught to everyone.

Book the 20-minute call

You'll know inside ten minutes. · Every number on this page is verifiable.