UACR Sales Training
Special offer for members of UACR, Uniunea Agențiilor de Comunicare din România

Transforming how you sell forever.

Stop selling like a vendor.
Start leading like the expert.

See the two training options

Giving it all away for free?

For many agency founders, leaders and teams selling feels desperately uncomfortable.

You’ve never been trained how to sell, in fact you probably didn’t get into the industry to sell but now you’re responsible for growing the business.

You feel out of control, lacking power in the sale.

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.

Introducing Win Without Pitching…

Changing your sales story, forever.

When I discovered Win Without Pitching in 2015, it changed the direction of my career. As an agency MD, it was a genuine light bulb moment. We stopped giving our value away for free. Instead, we learned how to price beyond time and materials and lead sales with confidence.

In just one year, we added an extra $1 million in revenue. But the success ran much deeper than the money. It was about finally valuing who we were and realising our expertise was truly valuable to our clients.

Ten years on, I now teach The Four Conversations model for selling expertise to agencies all over the world.

It's a proven model that will genuinely change how you sell forever.

The Probative Conversation

What You'll Learn:
  • How to move from vendor to expert practitioner in the mind of the client by adopting the mindset required to behave and get paid like the expert you are.
  • The 6 key principles that put you in the driver’s seat during the sale and keep you there.
The Outcome

Leads come to you already seeing you as the expert, putting you in the position to lead from the outset.

The Qualifying Conversation

What You'll Learn:
  • The questions you must ask to quickly and reliably qualify leads (including one question that gets to the heart of what a decision-maker wants and what they’re willing to pay).
  • How to get prospects to reveal their decision-makers, timeframe, and honest budget.
The Outcome

From the very first hello you can now set the tone, lead the client and establish the terms of the sales process.

The Value Conversation

What You'll Learn:
  • A deep dive into the value conversation, ensuring you emerge ready and able to get paid for the value you add.
  • How to work collaboratively with the client to define success in measurable terms and explore exactly what achieving it is worth to them.
The Outcome

One of the most valuable skills in business, mastering the value conversation will allow you to create opportunity that you didn't know existed.

Proposals & Pricing

What You'll Learn:
  • The one-page proposal that derails the RFP process and results in more and bigger deals at a lower cost of sale.
  • Learn the art of the three-option proposal and value-based pricing techniques to permanently move beyond time and materials.
The Outcome

Win business at a higher price and with greater profit.

The Closing Conversation

What You'll Learn:
  • How to present your solutions with absolute confidence, without pressure or over-explaining, so you can naturally help the client choose their best path forward.
  • Ways to quickly and confidently close the deal in a way that is stress-free for everyone involved.
The Outcome

The pressure and stress of closing has disappeared. You approach these conversations calmly and ready to reassure and facilitate a decision.

The Transformation

You Will:
  • Develop an approach to selling that aligns with your values as an expert advisor.
  • Better understand the real value you create for your clients.
  • Capture more of that value through increased fees and average proposal value.
  • Improve your closing ratios.
  • Decrease your cost of sale and time to close.
  • Find a new level of competence and joy in selling.

Two ways to train with UACR

Join other UACR agencies at a public workshop, or bring the workshop into your agency for your whole team. Both cover exactly the same curriculum.

Option 1

Public In-person Workshop

2 Days

Learn The Four Conversations alongside an intimate cohort of agency leaders from across the UACR membership.

This isn't a teacher and student lecture. It's a highly interactive, practical workshop. We use real-life scenarios and guided practice to bring the frameworks to life, so you can apply the conversations to your agency immediately.

Bring up to 5 people from your agency.

€1,350 per person

UACR member price, 25% off the standard price. Up to 5 people per agency.

Choose this option if... You want to learn the framework quickly and value the cross-pollination of learning with your peers, gaining insights from different agencies and sectors within the industry.
View Schedule
  • Morning 1 The Probative Conversation
  • Afternoon 1 Qualifying Conversation
  • Morning 2 Value Conversation
  • Afternoon 2 Pricing, Proposals and Closing
Option 2

Private In-person Agency Workshop

2 Days

An exclusive, hands-on version of the public workshop brought directly into your agency.

Same curriculum, but the sessions are shaped entirely around your agency challenges. It's a powerful way to learn together, using your live successes and failures to build a unified approach and total alignment across the team.

Train up to 10 people from your agency.

€16,000 up to 10 people

UACR member price, saving €2,000 on the standard price of €18,000. Travel and expenses are charged separately.

Choose this option if... You want the value of an expert coach teaching the frameworks in your agency, and you want to have the whole team together, learning with energy and momentum.
View Schedule
  • Morning 1 The Probative Conversation
  • Afternoon 1 Qualifying Conversation
  • Morning 2 Value Conversation
  • Afternoon 2 Pricing, Proposals and Closing

Both options include:

Lifetime Academy Access

Ongoing access to the Win Without Pitching Academy community to support, answer questions and offer insights.

Live Monthly AMA

An invitation to a monthly 'Ask Me Anything' group session hosted by Blair Enns, founder of Win Without Pitching.

Register your interest and preferred format

Proven results. Real transformation.

Recent Graduate Successes

Revenue Above Budget (RAB): the closing price above the original budget

  • Original budget £100k Closing price £450k
    RAB: +£350k (+350%)
  • Original budget £300k Closing price £550k
    RAB: +£250k (+83%)
  • Original budget £5k Closing price £14k
    RAB: +£9k (+180%)
  • Original budget £10k Closing price £15k
    RAB: +£5k (+50%)

The Graduate Impact

Recent Survey of 280 Graduates

  • 4.9
    Presenter Score
  • 4.8
    Quality of Content
  • 4.8
    Likelihood of Implementing
  • 70
    Net Promoter Score (NPS)

The ‘Win Without Pitching’ programme was relevant and felt tailor-made for our small market. Aaron is an incredible trainer who took the time to understand the nuances of our market and the real challenges agencies face.

The training received 5 out of 5 reviews across almost all evaluation criteria.

Anniken HaldnaCEO, Estonian Marketing Association (Dec 2025)

Aaron doesn’t just teach the methodology; he completely rewires how you think about the agency-client dynamic. He delivered the training excellently, breaking down the framework perfectly so it moves from high-level theory straight into practical, everyday application.

If you are in agency sales or leadership and want to stop acting like a vendor and start positioning yourself as an expert practitioner, you need to spend time with Aaron. Highly recommended.

Steven DenmanSenior Growth Manager, Re:signal (Feb 2026)

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.

Register your interest and preferred format