How To Engage With Real Decision Makers
For B2B sales professionals who want to move beyond transactional selling and engage with confidence and commercial credibility at senior decision-maker level.
'Fantastic Practical Learning Experience. This is not a course which focuses on the Sales Motion and requires a heavy commitment of your time. This course is more holistic, it took me on a journey, which looked at finance / sales / customers / organisational construct etc. The course took me three to four hours and I was able to easily learn new ideas / approaches / tools. Very much enjoyed learning from the authors many years of experience in business. The 1-2-1 engagement afterwards really put this off the chart.'
- Mevin Anenden, Logicalis
A lot of sales training focuses on advancing the deal but very little focuses on the quality of the conversation that sales professionals have with senior business leaders. Establishing credibility and trust with the individuals that allocate budgets, approve ad hoc projects and make the final decisions at prospects and clients is an extremely helpful capability that many sales professionals aspire to but fewer manage to achieve.
Senior decision-makers, CFOs, COOs, CEOs and other budget holders respond to sales professionals who understand their commercial world. Those who know enough about how a business works are in a position to be able to naturally ask questions that have the prospect or customer feeling they ‘get it’. Conversations focused on business outcomes command more attention with senior leaders than those centred on product features.
Most sales training teaches process, pipeline and persuasion while assuming that commercial fluency will evolve through experience. For many sales professionals it never fully does and yet it’s teachable.
This programme addresses that gap directly. Rather than focusing on deal motion and objection handling, the focus here is on the practical business understanding, financial literacy and commercial confidence that makes quality engagement with decision-makers natural rather than forced.
You will benefit from this programme if any of the following feel true:
> You want to engage more confidently and credibly with CFOs, COOs, CEOs and other senior decision-makers.
> You have had sales training that gave you a process to follow but not the business understanding that would make the process feel natural.
> You find that your conversations with senior clients stay at a product and service level and rarely reach the business outcome level where real decisions get made.
> You want to understand your prospects’ businesses more deeply so that your conversations are genuinely useful rather than merely informative.
> You want to build relationships that go beyond the transactional and become genuinely advisory.
> You are aware that less technically capable competitors are winning business because they are more commercially fluent.
> You want to feel genuinely comfortable in a conversation with a CFO about their business outcomes rather than just about your solution.
A thought provoking experience
A complete self-contained experience designed to be finished in a single sitting or broken into manageable chunks on mobile.
Short Focused Video Lessons
Stories, practical business teaching, immediately applicable techniques, real-world observations and reflective questions. Each video under five minutes, most under two. Around 2.5 hours total. Mobile enabled. Filmed across multiple locations. Each video either teaches, provokes or challenges.
Live Online Forum With Rob
A group session led directly by Rob Evans where you bring your client situations, your business development challenges and your questions about engaging with senior clients commercially. Direct access to someone who has worked operationally inside 150+ businesses worldwide and understands the commercial dynamics from both sides of business relationships with prospects and customers.
Practical Ways Of Thinking
Activity Model Acumen™️ for understanding any client business quickly. Plain language financial literacy. An introduction to PPMCleadership™️ as a lens for understanding the organisations your clients are running. All designed to be simple enough to remember and immediately applicable in client conversations.
A journey, not a sales course.
The content unfolds deliberately. Each stage builds on the last.
Where You Begin
The Business Ecosystem And Commercial Context
A way of thinking about the high level objectives of the businesses you sell into. How businesses are funded, structured and organised. The financial metrics that matter to their leaders.
Understanding Any Business Quickly
Activity Model Acumen™️
A practical approach to reading any client or prospect organisation quickly. The seven activity types that shape how different businesses operate, influence what their leaders care about and underpin the ability to ask questions that demonstrate genuine commercial curiosity rather than a scripted discovery process. A shortcut to commercial credibility in any new business context.
The Financial Foundation
The Language Business Leaders Use
A plain language overview of financial statements, how budget approvals work, how investment decisions get made and how business leaders are assessed by the people above them. The goal isn't to make you a finance expert but to make you comfortable enough in dialogue with senior client stakeholders.
The Relationship Approach
Conscious Business Leader Relationship Building
A simple and practical approach to building genuine relationships with senior business leaders over time. Built around positive engagement, genuine commercial curiosity and a partnership mindset that goes beyond the immediate deal. A way of thinking about customer interactions that makes relationships naturally more valuable and more trusted.
The Rest
Stories, Observations & Objective Questions
Much of the programme moves through a series of short focused videos, each one a story with a point, an observation from the real world or a practical technique drawn from more than thirty five years of operational experience across 150+ businesses. Each video ends with one or more questions directed at your specific situation and your relationships with others, internally and externally.
Where You Arrive
Clarity, Challenge & Next Steps
The programme ends with a challenge. What have you concluded? And what are you going to do differently?
A Note On Format
Every video in this programme teaches, provokes or challenges. You can complete the entire programme in a single sitting or in fifteen minute chunks on your phone. When you're done you'll see your role, your organisation, your target businesses and the quality of your engagement with greater clarity..
'This isn't training in a traditional sense. It's a structured journey of practical teaching, objective reflection and immediately applicable thinking.'
Clarity Focus
This programme helps you see clearly where you are alongside the teaching it provides. Most development starts with answers, this starts with questions. It helps you understand your current situation, your capabilities and your commercial contribution. That clarity makes everything land with more specificity and usefulness.
Real Approaches From Real Operational Experience
Every technique in this programme is drawn from direct experience and observation across 150+ businesses worldwide. Activity Model Acumen™️ and PPMCleadership™️ are not borrowed models given new names. They are original and developed from identifying the recurrent ingredients in successful individuals and teams and observing where people often come unstuck.
Designed To Be Genuinely Enjoyable
Short sharp videos filmed across multiple locations. Personal stories, practical techniques and reflective questions throughout. Around 2.5 hours total. Mobile enabled and consumable in fifteen minute chunks. The more enjoyable the experience the more likely it is to positively change how you actually lead.
Direct Access To Rob
Every programme includes a live online forum with Rob Evans directly. A live group conversation where you bring your questions and challenges to someone who has been in the room with many businesses worldwide and will engage with your specific reality rather than a generic answer.
'I found this course both useful and interesting. I now have a clearer understanding of the big picture and will be looking to focus on the most critical areas that will make the most significant difference to the business.'
- Chris Griffiths, Travel A La Carte
'Rob spends time upfront getting you to understand where you operate today, how does the business and the team operate? Is the business designed to win? Is our culture right for us and is it working? And several other relevant questions. The great thing about this approach is before he has taught me any new capability, he has taught me to really understand where my challenges are in leadership. It has my brain identifying linkages between aspects of business and leadership I hadn't thought of. This is a far more effective way of learning in my view.'
- Mark Graham, The Counselling Foundation
Highly Experienced International Business Executive
Real World Operational Focus
Rob Evans has spent more than 35 years working operationally inside 150+ businesses. He’s led sales teams and understands the commercial dynamics of client relationships from both sides.
Based on 35+ years working inside 150+ businesses worldwide, its not theory. It's what Rob observed working and where he saw people come unstuck.
'When I needed career advice at a major career junction, I turned to Rob for help and he quickly jumped on a call with me despite the time zone difference. I left that call with clarity and focus. I left that call feeling empowered, supported and super-sensible! I left that call knowing that I just needed to make my plan and execute it. It's all substance and no fluff drawn from his extensive and multifaceted career in the corporate world.'
- Yvonne Chin Irving, CET
'Rob has very strong strategic and operational credentials having worked extensively around the world and held a wide range of financial, operational and M&A roles'
- Extract From Corporate Stock Exchange Announcement
'I would thoroughly recommend Rob's courses. He is a very successful and astute business leader with a wealth of experience to share.'
- Mark Graham, The Counselling Foundation
For B2B sales professionals who want to engage at senior level with genuine commercial credibility
> B2B sales professionals who want to move beyond transactional selling and build genuinely advisory relationships with senior decision-makers.
> Sales professionals who have had process-focused sales training and want the business understanding that makes the process feel natural.
> Any customer-facing professional who wants to engage more confidently with CFOs, COOs and other senior budget holders.
> Sales leaders thinking about developing their teams.
FAQ
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What can I expect from the programme?
You'll find our work guiding you to comprehensively examine how you think about your role, how you equip yourself, how you approach your work with prospects and customers, how you operate internally, how you communicate and how you adapt. Our material is designed to facilitate your considered and candid reflection. We share the lessons of our experiences and reflections illustrated with personal stories, examples and other relevant commentaries. We help you relate this material to your situation through our use of carefully crafted questions. Our goals are to provoke thought, to help you analyse your situation, to help you find ways to enhance your commercial and operational contributions and to equip you with tools and methodologies you can apply throughout your career.
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How long will it take me to complete the programme?
You proceed at the pace that suits you best. Within the material many questions are posed for reflection relating to how you approach your career, work and professional development. You take whatever time you wish to devote to reflection on each question as your value comes from utilising the programme as best suits you.
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Is all of the programme immediately available following purchase or is it made available to participants in stages?
We want you to succeed and success comes from action. All of the material is immediately available on purchase and remains accessible to you for 30 days. We encourage you to commit to moving ahead with your programme as soon as practicable after you've made the decision to participate. Your value from the programme will come from the steps that you take arising from the thoughts that emerge and decisions you make as you engage with the programme. The sooner you engage the sooner you will realise the benefits for you.
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Will I have the opportunity to raise questions?
Yes. Every month we hold a live, invite only, one hour, online Q&A forum to provide you with the opportunity to raise any questions you have on the material. You will be invited to three monthly sessions scheduled following purchase. We will send you the invitations via the email address that you supply on purchasing your programme. We vary the times and days of the week on which forums are held to allow you the maximum opportunity to attend at least one of the three sessions to which you will be invited.
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I work for a 'non-commercial' organisation, is the programme relevant to me?
Yes. Our programme is business focused and every organisation is in business. Business principles apply whether you work for a 'for profit' organisation, a public sector body or a 'not for profit'. Each has investors, customers, employees, suppliers and other partners and stakeholders. Each organisation has to deliver some blend of experiences and solutions to its customers and in so doing it is seeking to deliver a return to its funding providers, a return that could be in a financial form or in the fulfilment of obligations.
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You've mentioned tools and methodologies, can you tell me more?
We have developed the tools and methodologies we share based on the lessons of our own operational experiences. We have intentionally developed them to be straightforward and memorable for your day to day use. The tools we share include Activity Model Acumen™️, B2BcxoSelling™️, PPMCLeadership™️ and a range of other practical operational aide memoires. All are designed to be simple enough to remember and are immediately applicable in your role.
Programme Contents
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Introduction
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The First Investment
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The Second Investment: Part One
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The Second Investment: Part Two
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The Third Investment
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The Fourth Investment
About This Programme
- £525.00
- 2.5 hours of video content
- Price Includes Online Forum
One-time payment
Everything included. We find participants who engage quickly get the most from the programme and the forum access is structured to support this.
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Around 2.5 hours of short focused video lessons
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Mobile enabled, watch in chunks of 15 minutes
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Practical business teaching and immediately applicable techniques
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PPMCleadership™️, Activity Model Acumen™️
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A practical conscious approach to business leader relationship building
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Reflective questions throughout to personalise the learning to your specific situation
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Action oriented - 30 days to complete videos before forum
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Live online forum session led directly by Rob Evans
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Direct answers to your specific business development situations and questions
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If you are looking to develop a team, a dedicated group forum session with Rob Evans can be added for no extra charge for cohorts of five or more