Twelve weeks that turn selling into a process you and your team can repeat: mindset, questions, objections, negotiation, follow-up and closing. A 30-minute video lesson from ActionCOACH founder Brad Sugars each week, an hour with your coach and the group, and your conversion rate measured from week 2.
Bring your sales team, or join an open batch. Small groups, so everyone practises.
The sales lottery
Great months, quiet months, and nobody knows why
Most sales teams run on talent and hope. A few people carry the numbers and the rest wing it. Nobody tracks conversion, follow-up depends on who remembers, and every objection gets a different answer. When the star seller leaves, the sales leave too.
It isn’t a talent problem. It’s a missing sales process.
“We get plenty of enquiries. We just don’t close them.
“Our product sells itself, when the right person sells it.
“I don’t want to be pushy.
“Follow-up? When we get the time.
Where sales leak
Price objections every week
Quotes sent, never chased
One star seller carries the team
Discounts to close the deal
Nobody knows the conversion rate
Customers buy once and disappear
The shift
Selling isn’t a talent. It’s a process.
Great salespeople aren’t born with a gift the rest of us lack. They follow a process, ask better questions and keep practising. Three ideas run through all twelve weeks.
1Help people buySell to solve the customer’s problem, not to push a product. People buy from someone who helps them decide.
2Logic makes people think. Emotion makes them act.Know the facts, then connect them to what the buyer really wants.
3Make it easy to buyRemove every step, delay and doubt between “interested” and “paid”.
They train. They train continuously. And they keep training.
Brad SugarsFounder and CEO of ActionCOACH, on what professional salespeople have in common
Your sales maths
Same leads. More sales.
The MasterCLASS works on the two numbers that turn the leads you already get into revenue: how many you convert and what each sale is worth. Put in your own figures and see what small lifts in both do. Your numbers stay on this page.
Three stages of four weeks, following the sale itself: how you show up, how you sell, and how you close and keep customers.
1
Weeks 1–4
Ignition
How you interact with prospects and customers: the mindset, beliefs and communication that build rapport and communicate value, and a pipeline worth working.
1Definition, Mindset & Professionalism of Sales
2Beliefs
3Communication & Engagement
4Prospecting, Qualifying & Targeting
2
Weeks 5–8
Empower
A better salesperson: questions that find the real need, relationships, objections handled with ease, and an edge over the competition.
5Lead Qualification
6Technique & Sales
7Sales Negotiation & Objection Handling
8Understanding Your Competition
3
Weeks 9–12
Achieve
Super-achiever results: your numbers and tools, customers who come back and refer, closing with confidence and scripts that get results.
9Database & Tools
10Customer Service & Support
11The Close
12Scripts, Action & Delivery
How each week works
Learn it this week. Sell with it this week.
The same simple rhythm every week for twelve weeks. About ninety minutes of learning, and the rest happens where it counts: in front of customers.
30 minutes, any time
1Watch
This week’s video lesson from ActionCOACH founder Brad Sugars, one week at a time. Note your BFOs: your Blinding Flashes of the Obvious.
1 hour, with your coach
2Meet
Your coach and the group: what you tried last week and what happened, your top five learnings, your goals and your questions.
All week, with customers
3Apply
Your HomeFUN: new questions, a better answer to an objection, a follow-up call. Real conversations, straight away.
Every week, from week 2
4Report
Your sales numbers, shared with the group: leads, conversion and average sale. What gets measured improves.
Then again, twelve times. About six hours a month: less than one working day.
The 12 weeks
The whole sale, one step a week
From the mindset of selling to the follow-up script. Pick a week to see what it covers and what you’ll try with customers.
Ignition · Week 1 of 12
Definition, Mindset & Professionalism of Sales
Selling is helping people buy. Start with the mindset and professionalism that make customers want to buy from you.
What you’ll cover
What selling really is
The mindset of top salespeople
Being a professional
Using testimonials
Try this with customersAsk your three best customers why they chose you.
Ignition · Week 2 of 12
Beliefs
Your beliefs about customers, money and selling show up in every conversation. Change them and the results follow.
What you’ll cover
How beliefs shape results
The four types of salespeople
The four types of customers
What you must do as a salesperson
Try this with customersDescribe your ideal customer, and one belief about selling you’ll drop.
Ignition · Week 3 of 12
Communication & Engagement
Speak your customer’s language: how people take in information, decide and buy.
What you’ll cover
Selling on logic or emotion
How people learn and process information
DISC profiling for sales
Matching your style to the buyer’s
Try this with customersSpot each customer’s style in your next three conversations.
Ask better questions, listen more and find out what the buyer really wants.
What you’ll cover
The question funnel
Old selling versus new selling
Question softeners and temperature checking
Your elevator pitch and the buyer experience
Try this with customersWrite five open questions you’ll ask in every first conversation.
Empower · Week 6 of 12
Technique & Sales
Relationships create lifetime customers: rapport, body language and the standards that make it consistent.
What you’ll cover
Relationship selling
Body language
Understanding the buyer’s brain
Phone and retail standards
Try this with customersAgree a standard for how every enquiry is answered.
Empower · Week 7 of 12
Sales Negotiation & Objection Handling
Sell the value first, then negotiate, and answer objections before they are raised.
What you’ll cover
Handling and overcoming objections
The negotiation process
Win-win
Selling value before price
Try this with customersList your top five objections, with an answer for each.
Empower · Week 8 of 12
Understanding Your Competition
You can’t outsell competitors you don’t understand. Know them, and know what makes you different.
What you’ll cover
Defining your products and services
SWOT
Your niche and unique selling proposition
Sales forecasting
Try this with customersRun a SWOT against your strongest competitor.
Achieve · Week 9 of 12
Database & Tools
You can’t improve what you don’t measure: your numbers, your database and the tools that sell before you arrive.
What you’ll cover
Flow-charting your sales process
KPIs
Test and measure
Working your database
Try this with customersCall five past customers from your database this week.
Achieve · Week 10 of 12
Customer Service & Support
Turn customers into raving fans who come back and send their friends.
What you’ll cover
Customer satisfaction and giving more
Making it easy to buy
Critical non-essentials
Referrals and the ladder of loyalty
Try this with customersFind one way to deliver more than your customers expect.
Achieve · Week 11 of 12
The Close
Help people make their own decision to buy: solutions, questions and getting the commitment.
What you’ll cover
Providing solutions
Asking the right questions
Temperature checking
Closing and getting the commitment
Try this with customersAsk for the decision in every qualified conversation this week.
Achieve · Week 12 of 12
Scripts, Action & Delivery
Graduation week: maximise the yes, follow up, use scripts that work and turn your plan into action.
What you’ll cover
Maximise the yes, minimise the no
Follow-up
Using scripts
Turning your vision into reality
Try this with customersWrite the follow-up script you’ll use on every open quote.
The language your sales team will speak
AIDA
Question funnel
Softeners
Temperature check
Elevator pitch
Win-win
USP
KPIs
Ladder of loyalty
BFO
New words today. By week 8, it’s how every sale is run.
What your team builds
Twelve weeks. A sales system you keep.
Every week’s HomeFUN produces something the team uses from then on. By graduation it adds up to a sales system written down in your own words.
Ideal customer profileWho to spend your time on.
Your sales process, mappedEvery step from enquiry to invoice.
Your 5 Ways numbersThe levers that grow profit from sales.
A question bankOpen questions that find the real need.
Your elevator pitchWhat you do, said in seconds.
Phone and retail standardsEvery enquiry answered the same, well.
Answers to your top five objectionsHandled before they are raised.
A SWOT and your USPWhy customers should choose you.
A weekly sales scorecardLeads, conversion, average sale, pipeline.
A referral and loyalty planCustomers who come back and send friends.
Closing questionsGetting the commitment, comfortably.
Follow-up scriptsNo quote left unchased.
Plus your 12-week workbook, the sales action plans, and a certificate of completion when you graduate.
Measured, not hoped for
Your numbers, every single week
You can’t improve what you don’t measure. Before week 1 each participant picks about five numbers to improve; from week 2 they report them to the group, every week.
1ConversionLeads, sales and your conversion rate
2Average saleValue of sales, number of sales and the average
3PipelineDeals in the pipeline, conversations held and the share reached
4GoalsA target for every number, reviewed every week
1
2
3
4
5
6
7
8
9
10
11
12
Week 1BaselineSMART goals for the twelve weeks and what you track today: leads, conversion, average sale, time to a sale.
Week 5Midpoint checkEach number, where it started and where it is now, and what to improve next.
Week 12ResultsStart against finish for every number, what changed in how you sell, and graduation.
Every week from week 2: sales numbers reported to the group.
Twelve weeks from now
How your team sells, before and after
What we work towards with every group. How far each salesperson goes depends on using it with customers between sessions.
How a team sells today compared with what the MasterCLASS works towards
Area
Today
What we work towards
Enquiries
Answered by whoever is free
Answered to a standard, every time
First meetings
A product pitch
Questions first, then a solution
Objections
Handled differently by everyone
Answered before they’re raised
Price
Discount to close
Value first, then negotiate
Follow-up
If someone remembers
Scripted and scheduled
Numbers
Total sales, once a month
Leads, conversion and average sale, every week
Customers
Buy once and disappear
Come back, and bring their friends
Who it’s for
For everyone who talks to customers
Whether you sell every day or only on the big deals, the process is the same. And when the whole team learns it together, every customer gets the same great conversation.
SalespeopleNew or experienced, in the field, on the phone or behind the counter.
Sales managersWho want one process the whole team follows, and numbers they can coach.
Business ownersStill the best salesperson in the business, and ready not to be the only one.
Two ways to join
In-house group
Bring your sales team
A private group for your team, learning one sales process together: the same questions, answers, standards and numbers. Best run in person.
Every lead you already pay to win and don’t convert is money spent twice. One fee per participant covers the whole program.
The reading list includes books such as Brad Sugars’ Instant Sales, Jeb Blount’s Sales EQ and Chris Voss’ Never Split the Difference.
12 video lessons from Brad Sugars, one a week
12 one-hour sessions with your ActionCOACH coach and group
Your 12-week workbook, sales action plans and the 5 Ways tool
A welcome call, and dates for all twelve weeks before you start
Weekly sales numbers and accountability
Surveys at the start, in week 5 and in week 12
A book of the month from the sales reading list
A certificate of completion when you graduate
Investment per participant: On request · Ask about the next batch and we’ll share the fee with its dates, format and coach · Bringing your whole team? Ask about an in-house group.
Your coaches
The coaches who run it
Every ActionCOACH TNPY coach runs the 12-Week Sales MasterCLASS. Each batch names its coach.
No. It suits salespeople, sales managers and owners, and anyone whose job includes talking customers into a decision, from the showroom floor to the phone.
Will it work for our kind of business?
The process is the same whether you sell to businesses or to consumers, in person, on the phone or in a shop. Your coach helps you apply each week to your own customers.
Will my team sound scripted?
Scripts are a starting point, not a recital. Your team practises the words until they are their own, so every customer hears a natural conversation that covers everything that matters.
How much time does it take each week?
About ninety minutes: a 30-minute video watched when it suits you and a one-hour session with your coach and group. Then the real work, with customers.
Is it in person or online?
The video lessons are online. The weekly sessions work best in person, and online sessions suit teams spread across locations. Each batch states its format.
What should we bring to week 1?
A good notebook, about five numbers you want to improve, such as your conversion from lead to sale, your average sale and how long a sale takes, and your goals for the twelve weeks.
Can I send my whole sales team?
Yes. Send a few people to an open batch, or bring the whole team as a private, in-house group so everyone follows one process.
How will we know it worked?
Your leads, conversion and average sale are reported every week from week 2, and the surveys in weeks 1, 5 and 12 compare where you started with where you are.
How much does it cost?
The fee is per participant and on request. Ask about the next batch and we’ll share the fee with its dates, format and coach.
12-Week Sales MasterCLASS
Stop hoping for good months. Start running a sales process.
