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, The 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 what really matters to the client. Define success in their terms, surface the challenges in the way, and translate value into outcomes you can price against.
Between Value and Closing you’ll learn how to create a simple one-page proposal with three pricing options, designed around value not hours.
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.
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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) who want to sharpen their sales approach, share experiences, and build confidence together.Perfect for individuals or small groups of up to five from one company.
Case Study -
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 sustainably.
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.
Another attendee from a public workshop said:
“The Four Conversations provide a really clear and simple structure to take control of the sales process. It’s already changed how we do things for the better. The three-year question is gold.” - Ben Lloyd, Yonder
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
There are over 25,000 creative agencies in the UK alone. Most of them look and sound the same. And when clients can’t see a difference, they treat you like a vendor.
That means you get pulled into beauty parades, asked to pitch for free, and forced to compete on price.
But when you know how to sell as the expert, everything shifts. Clients come to you earlier. You lead the process. You charge based on value, not hours. And you stop wasting energy on opportunities that were never real in the first place.
Ready to Win Without Pitching?
Stop giving away your expertise
Start leading sales conversations with confidence.
