Sales Training for Creative Businesses
Stop selling like a vendor. Start leading like the expert.
Giving it all away for free?
For most agency leaders, selling still feels uncomfortable.
You over-explain. You give away too much. You discount to win the work.
And too often, you end up in pitches where the client calls the shots.
The result? You’re treated like a vendor. Compared. Beaten down on price. And left wondering how to win without losing yourself.
It doesn’t have to be this way..
The Training
You’ll learn the Win Without Pitching, Four Conversations model — a proven framework that helps creative agencies step into the expert seat and lead sales with confidence.
Here’s what you’ll master:
The Probative Conversation
How your agency speaks to the market through positioning, thought leadership, marketing, and outreach. This is about demonstrating expertise before you’re even in the room.
The Qualifying Conversation
Lead early, set the agenda, uncover budget without awkwardness, reach decision-makers, and agree clean next steps.
The Value Conversation
Uncover the real value you can create. Work with the client to define success in measurable terms, explore what achieving it is worth to them, and use that insight to shape what you charge.
Between Value and Closing, you’ll learn how to create a simple one-page proposal built around the three options of yes, helping clients choose the level of engagement that’s right for them.
The Closing Conversation
Present your solutions with confidence, without pressure or over-explaining. This is where you help the client choose their path forward.
This is not theory. It’s practical, hands-on training with role play, feedback, and frameworks you can use the very next day.
How It Works: Training Formats
There are three ways to learn The Four Conversations model for selling expertise.
Choose the format that fits how many people you want to train and the way you like to learn.
After the training, you and your team will walk away with a shared language for selling, the confidence to lead client conversations, and a repeatable process for turning expertise into revenue.
-
Learn The Four Conversations alongside a group of your industry peers.
Public workshops run over two consecutive days or four half-days, and are offered in-person or virtually.
Perfect for individuals or small teams (up to five people from one company) who want to sharpen their sales approach, share experiences, and build confidence together. -
A private training programme for companies that want to train more than five people (up to 20 per cohort).
Over 6–8 weeks, your team combines self-paced learning modules with weekly live coaching sessions, embedding skills gradually and with plenty of real-world practice.
Delivered virtually, this format suits distributed or multi-office teams who prefer a flexible, steady learning pace that fits around client work. -
Our flagship training experience is a focused, hands-on version of The Four Conversations for your business.
Delivered in-person or virtually, your team will learn the full framework through a two-day intensive or four half-day format, with plenty of time for practice, feedback, and discussion.
While the content follows a proven structure, sessions are shaped around your agency’s real challenges, opportunities, and live examples, making the learning immediately relevant and actionable.
Why work with me?
I’m the only certified Win Without Pitching coach in Europe and have trained hundreds of business leaders and their teams.
And before this, I was Global MD of a creative agency where we ditched pitching, adopted value-based pricing, and added $1M in new revenue in a year.
I’ve lived this. And now I train agency leaders to do the same.
Real Results:
TrunkBBI, a 70-person creative agency, was underpricing their work and getting dragged into flawed pitch processes. After Win Without Pitching training:
Their team saw an immediate boost in confidence.
They stopped giving away power in client conversations.
Commercial performance improved.
And, as CEO Jon Butler put it, client relationships became significantly stronger.
A few weeks after a public workshop, one attendee declared:
"Our proposal went down brilliantly. They said they love the BIG option. We would never have presented it that way before the training. The main decision maker was nodding throughout the conversation. We have a clear next action."
- Head of Growth, Agency in London -
Who It’s For
This training is designed for founders and leaders of creative agencies (and their teams) who:
Are tired of being treated like a vendor.
Want to sell with confidence and authority.
Are ready to stop discounting and start commanding higher fees.
Want their whole team to show up as experts, not just order-takers.
Why It Matters
Across the world, creative agencies face the same challenge: when you look and sound like everyone else, clients treat you like a vendor.
That’s when you get drawn into competitive pitches, asked to give your thinking away, and pushed to lower your price.
But when you know how to sell as the expert, everything changes. Clients seek you out earlier. You lead the process. You price according to value, not time. And you stop wasting effort on opportunities that were never real to begin with.
Ready to Win Without Pitching?
Stop giving away your expertise
Start leading sales conversations with confidence.
