All posts by Sean McPheat

Hi! I'm the founder and Managing Director of MTD Sales Training - we offer sales training solutions for companies both large and small. I'm blessed to work with 25 of the most talented trainers in the UK....well, I did recruit them! ;-) Today, we've delivered training in over 23 countries to over 3,500 different organisations and 100,000 staff. Our clients include Xerox, Friends Provident, Starbucks, Taylor Wimpey, CISCO, Allianz and Lloyds TSB to name but a few.

3 Methods That Will Give Your Prospect No Choice But Choose You

No doubt you’ve heard the stories of customers who have changed their buying patterns and switched the companies they buy from, based purely on the fact the salesperson left one company and went to work for another.

Their allegiance was with the salesperson more than the company and their products.

Why does this happen?

It’s normally because the buyer trusts the salesperson much more than they do the company.

This is to do with the level of trust they have in the salesperson. Trust reduces risk, so they recognise their decisions are safe to make.

How do you build this trust in your company and yourself?

Here are some ways:

Build And Demonstrate Expertise

Cognitive Psychologist R. Glen Hass has stated that when the human brain perceives that someone is an expert, the more likely it is that they will comply with their suggestions and recommendations.

Have you found that to be the case yourself?

The best way to build confidence in your expertise is to share meaningful insights with customers and prospects.

These could be new ideas, strategies or research relating to their industry, or suchlike.

When you demonstrate your expertise to someone, you become a valuable resource to them.

This deepens the relationship and encourages trust


Have you had the situation where you have tried to discuss your competitive advantage with a prospect, only to find they say your competition has said exactly the same thing?

That can be embarrassing.

How do you build up differentiation?

It’s through something called distinctive value.

This is the unique value that this specific buyer or company will get from your products and services that will yield different results than your competitors would.

We all know that the harder something is to achieve or obtain, the greater value we put on it.

So when you convey things your products and services offer that they can’t get from your competition, it raises the bar, increases desire and hence boosts the perception of value in their eyes.

Remember to always understand what value means to the buyer, and discuss what really matters to them.

Then, present that value in a way that beats the competitive offering.

Become More Credible

Credibility means building believability and trustworthiness.

You build this by making and keeping promises to your clients.

Buyers want and need reasons to trust you will do what you say, because their reputation could be riding on what you do and what difference you make within their company.

When you make and keep promises (or even better, go beyond what you had promised), you show how credible it can be for your client to keep using your services.

It builds trust, confidence, reliance and conviction in you and your products.

By building this trust in yourself and your company, you provide many reasons for the client to choose you above the competition’s offerings.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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A Killer Sales Tip From Bobby Axelrod

Sometimes we learn lessons from unexpected sources.

By being curious, keeping our eyes and ears open and seeing things from different perspectives, we pick up a lot of great ideas when we least expect them.

I am intrigued by Sky Atlantic’s high-octane, high-finance series ‘Billions’, starring Damian Lewis as a multi-faceted billionaire, whose private and professional  life is as incongruous with the real sales world as it could possibly be.

Oftentimes, his character, Bobby Axelrod, comes out with some gems that are applicable in the sales world, and in the last episode, he was discussing ideas with a colleague when this gem slipped out.

Axelrod said:

“It’s like when salespeople are cold-calling; they try to get the customer to say “yes”. The way I see it is…never give them a reason to say “no” – because if you take “no” out of the vocabulary, “yes” is the only word left!” 

This is intriguing because it goes against the normal aspirations of salespeople.

Whether we are cold-calling, following up on interest from an existing prospect or simply discussing terms with an existing client, we’ve been conditioned to always seek a ‘yes’ from the buyer.

Everything has to be pushed in the positive direction, accumulating reasons why your product or service is best for their business and for them.

Bobby’s idea here is to stop pushing for the yes.

Instead, accumulate reasons that pull them in the direction where ‘no’ would be the wrong choice for the buyer.

It may seem a subtle change, but it’s quite profound.

We mainly concentrate on why the buyer should go for our solution.

If we were to instead work with them so that ‘yes’ is the only word left, we aren’t ‘pushing’ anymore; we are pulling them in the right direction for their business.

In practical terms, imagine we’re selling services that back up a product choice the buyer has made.

Most salespeople would talk about the benefits of the service and try to gain agreement to taking them.

Bobby’s idea is to make the offer so agreeable and advantageous to the buyer that there is no reason to say no.

To do this, you cover the results they would achieve with your services and get the buyer to work out what the future benefits would be.

By presenting it that way, they are building up sufficient rationale to go forward themselves, in such a way that ‘no’ is not an option.

This way, you are putting all the emphasis on the buyer never accumulating reasons not to go with your solution.

If you’re always taking the negative out of the vocabulary in the conversation, the only word left is ‘yes’!

It’s an interesting concept and one that could open up many more opportunities for you. Try it, and see if it makes a difference.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of Observer/Showtime)

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How To Respond To “We Want A 15% Discount”

I have recently been running some training with a very successful client and we have been working on the negotiation skills of their salespeople and sales managers.

One person in the group raised an interesting issue about one of his clients.

They have been negotiating for a large contract, where they have been dealing with people at different levels; technical, financial, production, customer support etc.

The contract is virtually assured, however a buyer has now got involved and is demanding a 15% discount.

Here is the dilemma.

If we give the discount then a large chunk of profit disappears for no good reason.

If we say no, this might have a negative influence in future dealings with this company.

In the words of the sales manager, “I don’t want to upset the buyer”

This is a dilemma regularly faced by salespeople and I was asked “What is the answer?”

Oh, if only life was that easy!

Here is my personal answer.

I would be inclined to say no.

To me, this is an unreasonable demand since the decision to purchase has already been made.

Also, if we agree this time it will be expected next time and the percentage will probably be higher.

Here are some random key points which I feel can help you in your negotiations:

Learn How To Say No

The buyer has a responsibility to negotiate the best deal possible, but our responsibility is to work on behalf of the people who employ us to defend our revenue and profits.

Look For Alternatives To Discounts

There may be other concessions we can discuss; extended warranties, subsidised training, more favourable payment terms, added service etc. which may make the deal more acceptable without adding significant costs.

Don’t Be Too Generous

Negotiation is a process of bargaining by which agreement is reached between 2 or more parties.

That means we must trade, rather than give away concessions.

Work out the cost implications of concessions before you agree them.

Look Serious When You Negotiate

That 15% was on a £3 million contract.

This represented a loss of £450,000 profit.

When you are faced with such an unreasonable demand you should respond appropriately.

This is not a good situation.

Avoid Automatically Putting Yourself On The Side Of The Customer

How many salespeople in this situation have we said to the customer “Don’t worry, leave it with me and I’ll see what I can do” and then gone back to their manager and said “If we don’t agree we may lose the business”

This is bad selling and bad negotiating.

It is creating all sorts of problems for the future

The skills that make us good salespeople don’t make us good negotiators.

Most salespeople have a selling strategy which is based on making friends.

This approach is not always helpful in negotiations

Learn To Be More Assertive

People who give in too easily are rarely respected for it

Be aware that 70% of the time when a buyer asks for a discount the salesperson gives it without a fight.

Put yourself into the buyer’s shoes.

You would be crazy not to ask for a discount

Plan Your Negotiations Effectively

I have a template for planning negotiations

Good luck with your selling and negotiating.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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Why ALL Sales People Should Focus On Customer Centric Selling

Now and again, a new concept is discussed that takes sales into a new dimension.

Many are reworks of familiar and rapidly-evolving ideas, and some take sales onto a new plane that deserves contemplation and further development.

I’ve been reading a book recently that I believe can help you achieve more by getting inside the minds of customers and connecting with them in person and online.

Customer Centric Selling, by Michael T Bosworth and John Holland, offers a great insight into how buyers buy and what you can do to enhance your visibility with prospects.

It is now recognised as one of the new methods in the buyer-seller relationship.

The book itself covers these key components:

  • Having conversations instead of making presentations
  • Asking relevant questions instead of offering opinions
  • Focusing on solutions and not only relationships
  • Targeting businesspeople instead of gravitating toward users
  • Relating product usage instead of relying on features
  • Competing to win―not just to stay busy
  • Closing on the buyer’s timeline (instead of yours)
  • Empowering buyers instead of trying to “sell” them

It’s not new to suggest that we should work with businesses to determine their needs and desires.

But what Customer Centric Selling does is offer a blueprint that equates to how people make decisions, and shows you how to work with the timeline of the customer, rather than putting the emphasis on what’s most important to you.

Customers can smell a sales pitch a mile away, so this harnesses the ability of sales consultants to become ‘as-one’ with the buyer, and looks at strategies and techniques that always puts the emphasis on the future of their business rather than your products.

Todays buyers do their homework more than ever before, so your marketing, your product informercials, your systems and processes all have to revolve around what the buyer is seeking.

Buyers are results-oriented, not product-centered, and the best salespeople recognise that when they speak the language of the customer, they are listened to.

I’m enjoying the book, as it offers confirmation of what I’ve been saying for years; today’s buyer is more savvy than ever before and they don’t want product pitches.

They want you to be customer-centric, results-biased and practically-oriented.

Take a look and see what you think of it, and let me know your thoughts.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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3 Quick Tips On Opening Up Your Prospect & Uncovering Their Pain

Many of you will have seen the great film Glengarry Glenross, about a team of has-been salespeople who try to make it big in a small town.

They have a visit from their boss one evening, played by Alec Baldwin.

Baldwin’s character  tells the team about the ABCs of sales.

He says ABC stands for Always Be Closing.

This is  commonly known and is still preached by many sales managers around the world.

They presume that if their salespeople are always looking to close, then they will ultimately get the order.

But this is also known by today’s modern buyer, and they see through it like silk underwear.

So, we need a new acronym today, and it’s quite simple.

ABC today stands for Always Be Curious.

Why is curiosity such a great attribute for a salesperson to have?

Firstly, because it makes you think actively instead of passively.

Any muscle becomes stronger with use, and the brain is no different. It helps your thinking processes become stronger, too.

Then, you become observant to new things happening around you.

When you’re curious, your mind is expecting new things, and you are looking out for them.

You have a part of your brain called the reticular activating system.

This part is always looking out for new or different things, mainly because it wants to protect you from danger.

But if you utilise this phenomenon, you will be looking out for new ideas, wondering why the company is doing this, or why the buyer said that.

Also, it opens up new thought possibilities.

What makes a strong tree or plant?

Why, it’s the strength and quality of the roots, of course!

Sometimes we need to look beneath the surface to identify things that we hand’t seen before.

Getting to the roots of a problem, for instance, helps us to drive possibilities forward.

So, how do you develop this skill of curiosity?

Here are some ideas:

Never stop asking questions.

Digging deeper is a sure way to find information.

Why has the buyer been using the competitor’s product?

How can we help their company to drive results?

What further opportunities could I open up for this prospect?

These types of questions help you maintain your curious aspect and uncover opportunities that may not have existed at the surface level.

Keep an open mind.

Many salespeople put all their emphasis on their own products or services.

We need, though, to be open and flexible, to learn, unlearn and relearn.

That way, our minds become more aware of new ideas and versatile to changes that might be required.

Immerse yourself in the world of the customer.

If you spend your time looking at their industry, you become aware of new ways of thinking and presenting ideas.

If you remain too myopic about your products and services, you lose perspective on the outside world’s needs, and miss opportunities that may present themselves.

Researching the customer’s industry helps you uncover things they may not have noticed, and that can help you become very valuable to them in a partnership relationship.

So, remember to Always Be Curious when dealing with prospects and customers.

It will help you keep an open mind and create awareness where there wasn’t any before.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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NEVER Say This To A Prospect On A Sales Call…

We had a sales call at our HQ (yes, we get them too!) and one of our sales team took responsibility for it.

The caller was selling marketing services and promised a free 30-minute consultancy that would highlight where our marketing was working and where it wasn’t.

But she said something that made my team member realise the company hadn’t done their homework on us. 

The caller said she would help us to cut costs.

And what’s wrong with that, you ask?

Many salespeople’s products and services promise to cut costs.

Isn’t that what every business wants to do these days?

Aren’t costs spiralling and wouldn’t buyers want to reduce them at every opportunity?

Well, yes. And no.

You see, cutting costs means cutting back.

That may be the right thing to do in some circumstances, but let me ask you a question.

Is it possible for a company to cut costs and still be unprofitable? Of course.

Then why do salespeople put the emphasis on cost-cutting as if it’s the holy grail and the only decision-making criteria a buyer will choose?

It’s because they think it will appeal to the masses and the more prospects they can convince, the more products they will sell.

But cost-cutting is only part of the journey; it isn’t the end goal.

The end goal must be to effectively and efficiently get a higher return on investment, and ultimately create a profit.

So, in effect, the customer doesn’t want you to cut their costs…they want you to help them make money.

Isn’t this pedantic, you may ask?

Doesn’t cutting costs automatically increase profits? No.

A business may cut back on overheads, or productivity, or the amount of products they source.

They may save on stocking costs, or decrease their marketing spend.

But that doesn’t always equate to profit.

The world is littered with companies who cut back and saved and saved, until they couldn’t invest in the very things that were making them profitable in the first place.

Instead of telling customers how much money you could save them, tell them about how their returns on the investment will provide extra profitability, or more peace of mind, or greater productivity.

The end goal is to hit their profit objectives so they can reinvest.

If the marketing call I referred to earlier had talked about how we could be more profitable, she may have had more success.

We didn’t want to cut costs…we know that cutting costs leads to fewer leads and hence fewer opportunities.

By speaking our language, salespeople have a better chance of getting through to our buying criteria.

Your buyers don’t want you to save them money.

Instead talk about the results saving them money will bring.

Do that, and you may get more hearing ears!

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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Use These 4 Phrases When Overcoming These Objections

Usually when a prospect makes an excuse, it is because they have not been convinced that whatever you are selling to them, has sufficient benefit for them to change their mind.

In order to combat this you should have included them in the solution from the very beginning.

You should have been asking questions around what their current situation is, what problems they are facing, the impacts that the problem is causing, what they would like to achieve and so on.

By asking quality questions up-front you will save yourself the excuses down stream!

But what if you are not at that level yet and you are still getting objections, how do you overcome them?

Well, here are 4 of my favourite tips to help you overcome them.

Tip number one is all about adding additional information to their objection.

For example, the prospect says: “I don’t have the time to spend on implementing this system”

You can reply with “Yes, that’s a good point and XYZ company thought exactly the same way before they ordered from us 1 month ago but with this package comes an unrivalled support plan where we will do all of the work for you” – and then you talk about what it is and how it works.

With that example you build up credibility by dropping an existing client into the conversation, the fact that they had that same objection and still ordered.

You could even go on to give the prospect the name and telephone number of a person at that company so they can call to find out what their experience was like with working with you.

So that’s tip number one – add information to their objection.

Tip number two is all about using their objection and turning it into a question to find out more.

For example “It’s just too much money, we do not have enough for this”

Now most sales people would just go for the reasons why their product was just too good to miss and counter the cost argument but by asking a question you can open up the prospect for a respectable 2 way discussion about how much they have got to play with for your product or service.

You can reply with something like “Has the amount gone over what you had in mind for this product?”

This question feels out the prospect with regards to how much they have got to play with.

You can then probe some more until you get a good idea of how much your product is over their budget and what leeway you have got to make discounts, throw in additional extras and so on.

Tip number three is to ask the prospect whether their objection is the only one they have got.

Objections are a lot easier to handle if you know them up front plus after you have got over one hurdle you do not want others put in your way.

So the prospect replies with “It’s too much money”

You reply with “Just supposing that cost wasn’t an issue, do you have any other problems with what we have discussed today as you like the product don’t you?”

With this question you are isolating the objections.

You could even take it one step further by saying something like:

“If we could do something on the cost so that you could satisfy yourself on what you were paying would you be up for placing an order today?”

Tip number four is to agree with the prospects objections and line of reasoning and then use this information to demonstrate the evidence that they need to be convinced to buy.

The prospect says “Your product looks good but it is a lot cheaper at xyz company who we already use”

You reply with “Yes, you’re right Mr Prospect, they are a lot cheaper and their product is very good indeed, I’m sure you are getting some great results with it. Therefore we would have not bothered seeing you today if we thought that our product was not superior to the rest. Let me show you how it can…..”

In this instance the company are already using another product so do not put it down because somewhere down the line you are questioning someone’s judgement – because they got sold on that product!

I hope those 4 tips help you to overcome the objections that you face?

Remember, keep it simple and stick to a formula that works best for you.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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Use These Creative Sales Tactics To Get To The Decision Maker

Sometimes do you just find it impossible to get through to the decision-maker?

You call them, you write to them but they never get back to you?

Well, over the years I have heard of some really creative and often radical ways to grab the attention of the decision-maker.

So much so that they have given in and booked the salesperson into their diary!

There was the time when I heard about a salesman who sent a box of Brazilian nut chocolates to the decision maker and attached was a message that went something along the lines of “You are driving me nuts! I have been trying to get an appointment with you for weeks!”

Out of sheer cheek the salesman got an appointment!

Then there was a creative tactic that I made up and used!

A few years ago I sent out some sales postcards to training managers and attached to each one were two neurofen tablets.

The headline on the postcard went something like “Take these because it will be the last time you have a headache when you choose MTD for your training”

That got MTD so much business that we had to hire some new trainers!

I’ve also heard of a door knocker being sent to a prospect with the message “I’ve been knocking so many times to try and get a meeting with you that I have worn out your knocker! Please have this one on me!”

If you are dealing with high value items you can afford to spend a little extra in order to grab the attention of the decision-maker.

Even if your sale value is small there are still ways to be creative and stand out from the rest.

You could have a message sent through recorded delivery or through fed-ex for example.

The headache tablets cost you nothing!

So think outside the box and be creative – who knows it could unlock the door to a big contract!

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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11 Quick Tips On Effectively Preparing Your Sales Pitch

At some point in the sales process we need to make our pitch.

This is an area where most salespeople could do a lot better.

Most people in sales present a standard pitch that all their customers get to hear.

This doesn’t work!

People are different and buy for different reasons.

When people buy things buyers have what we call buying criteria.

These are the overriding reasons for buying that are most important to them.

Think about a Mercedes car.

Different people buy a Mercedes for different reasons.

Having trained many Mercedes salespeople I have learned that their customers buy for different reasons and these can be summarised as image, performance, finance and safety.

Image or ego is a big motivator for some people.

They love the look of the Mercedes and the tri-star on the front says so much about their status.

Other people are interested in performance issues.

A Mercedes is a very sophisticated piece of machinery with billions of pounds in research and development that have made it what it is today.

Finance can be a big motivator for some Mercedes customers.

The residual value of a Mercedes is high.

You get a lot back for your car when you sell it making it a good investment.

This is what motivates some Mercedes buyers.

Finally, safety.

Until you speak to a knowledgeable Mercedes salesperson you have no idea just how safe these cars are.

There are many safety features that could be integrated to form a sales pitch to a safety minded Mercedes customer.

So, before you prepare a sales pitch, you need to understand what is going to motivate your customer to buy from you.

What is important to them?

What are their priorities and needs?

On my training courses I stress the importance of asking questions in a controlled and structured way.

Many salespeople lack the self-discipline to plan and prepare their questioning strategy.

Their lack of professionalism excludes them from the top 5% of salespeople who make all the money.

Here are the areas we need to probe into if we are going to successfully identify facts, opinions, needs and feelings that will enable us to put together a sales pitch that is truly persuasive:

The Contact

The person we are meeting with.

We need to find out about them and what motivates them

The Organisation

This is the company they work for.

What is happening in their business?

How might changes in their business provide us with selling opportunities?

The Decision Making Process

How do they make decisions, who gets involved and what are the relevant timescales?

Current Suppliers

Who are they buying from at the moment and how well is the competition performing?


Are we in a bidding situation with other companies to compete against?


What budgets have they prepared?

What is their perception of price?


What are the current issues that we need to help them solve?

All selling is problem solving.

What are their problems?


What are their buying criteria?

What do we need to provide to make us their choice of supplier?

Once you have all this information you are ready to begin preparing your pitch.

Here are some more ideas:

  1. Identify which services or products the customer is interested in
  2. Establish your objectives. Set yourself more than one objective so you have a fall-back position if you fail to make the sale
  3. Clarify what style and length of presentation the customer wants: for example, a full blown PowerPoint presentation, a product demonstration or a short briefing followed by a discussion
  4. Establish the key message you want the customer to take away from your presentation – the main benefit, or set of benefits that make your offering attractive
  5. Establish a few key points that support this message; relate your points to the customer’s needs and interests. Don’t over argue your case. The more arguments, the less persuasive your case
  6. Prepare a logical argument for buying your product or service based on your knowledge of the customer. However, also be aware that there will be emotional issues that have a major influence on the decision to buy
  7. Anticipate any objections or questions the customer might raise
  8. Prepare a beginning, middle and an end for your presentation. Tell them what you’re going to tell them, tell them and tell them what you told them.
  9. Collate any facts and evidence to support your argument: for example, product samples, brochures or customer testimonials. Make sure your samples work.
  10. Rehearse your pitch until you are satisfied. Practice makes perfect
  11. Think about how you are going to close. You must look for commitment; either to an order, or the next phase of the sales process

Make sure when you present your pitch you remind the customer of what was discussed in prior meetings.

This shows you were listening.

Sell benefits

Finally, during your pitch remember to trial close.

Trial closing is a process of asking questions during your sales pitch to get feedback on how the customer is feeling. “How does that sound?”, “Is that the kind of thing you are looking for?”, “How do you feel about that?” are all examples of trial closes.

Keep asking for feedback and don’t forget the final close at the end.

70% of salespeople don’t ask because they fear rejection.

Don’t be one of them.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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Use These 3 Cross Selling Questions To Generate More Business From Existing Clients

People who manage sales have to achieve growth.

There are different ways that this can be achieved:

Sell more to existing customers

Prevent existing customers from going to a competitor

Find new customers

Sell new products

For many people in sales the challenge is to grow their customer base by finding new customers.

However, what many salespeople fail to recognise is the potential within their existing customer base.

Cross selling is where we sell additional products to existing customers.

The theory is that if we have a satisfied customer who has been happy with our service they will be willing to hear about other products or services that we offer.

Many people in sales find this approach pushy and uncomfortable.

This is because they feel they need to do a sales pitch on an additional product then go for a close.

All high pressure stuff!

The answer is that you don’t need to rush into a high pressure sales pitch.

Asking questions is 3 times more persuasive than presenting information.

Let’s say you are selling Buildings insurance cover for the cost of damage and repairs.

You do a good job and have a lot of satisfied customers.

You also provide contents insurance, but are more expensive than the larger insurance companies.

Most people give up at this point and don’t try to cross sell.

The key to cross selling is to ask questions.

In this case 3 questions are enough:

  1. Who covers you for your house insurance?
  2. Do you know the renewal date?
  3. Would it be okay if we contacted you around then to discuss our house insurance policy and give you a quote?

Most salespeople fail because they don’t try.

They convince themselves the customer won’t be interested and worry about rejection.

The best salespeople take a few seconds at the end of the meeting to ask simple, low pressure questions to find out if there is an opportunity to cross sell.

Up selling is a process by which we try to work out whether what the customer has bought from us is really what they need.

It is very common for salespeople to sell a lower priced product or service because it is easier to sell.

However, if it turns out to be the wrong solution for the customer this can lead to problems further down the line.

Again the answer is to ask the right questions.

Explore the facts first of all, then the consequences of them making the wrong decision.

At the end of the day the customer has to make the choice that they feel is right for them.

As salespeople we need to offer the best alternative and make sure the customer realises the consequences of ‘down buying’.

Again, the danger is that if we don’t offer the best solution and things go wrong we will get the blame and we may lose the customer for good.

Happy Selling!

Sean McPheat

Managing Director
MTD Sales Training

(Image courtesy of dollarphotoclub)

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