WEBINAR - Sales Mastery: Hello Science, Goodbye Myths

Thursday, 09 May 2024
12:00 pm – 1:00 pm (UK time)
    • Tom Flatau, Founder and CEO, Team Working International Ltd


We know more than ever before about the human brain and how we make decisions – but most of us are still unaware of how to apply these new insights to selling. Most sales methods have not adapted to today’s selling climate.
By applying insights from neuroscience research, we demonstrate how traditional selling behaviours can actually result in alienating customers. We explain why this happens and the methods that should be used to really boost sales – especially when we cant always meet face-to-face.


This learning event will help you to:

  • Understand what really makes people buy – the neuroscience behind decision-making and selling
  • Learn why traditional sales methods don’t work – how we unintentionally alienate our customers
  • Develop trust and empathy with your customer to get that all-important emotional buy-in
  • Craft powerful questions that get to the hidden drivers and buying motivations
  • Identify how to express your USPs in a compelling way that hooks the customer
  • Implement a tried-and-tested, step-by-step process to convert new leads into closed business


Boost your sales with evidence-based methods, poise and confidence.

Too many people get hit-and-miss results using out-of-date sales techniques that have been disproved by science. With the commoditisation of products and services, it is no surprise that over that 50% of sales success is down to the salesperson, rather than the product or service. By applying insights from neuroscience research,
we demonstrate how traditional selling behaviours can actually result in alienating customers.

Harness the full opportunity of your customer base
Traditional approaches to selling are largely focused on low-cost commodities, often completing in a single transaction. But with complex high-value sales, 60% of the buying cycle is complete before the salesperson even enters the frame. The focus therefore moves from transaction to partnership, with the emphasis on
customer retention, cross-selling and referrals to maximise your customers’ lifetime value.

Goodbye to myths about selling, here’s the evidence and science
Our methods are grounded in evidence from the observation of tens of thousands of sales meetings to understand what separates the
average from the high-performing salesperson. We show you how to unearth the emotional drivers of each and every customer or prospect
to convert opportunities into closed business. We emphasise the critical aspects of business development – solving customer problems by building trust, rapport and credibility. And most importantly, adding value at every stage of the sales process. This will transform employees’ attitudes and behaviour as they learn to view their role as helping customers buy, rather than the ‘pushy salesperson’ stereotype.

Speaker Biography

Tom Flatau, CEO TWi, International Speaker and Coach

You’re good with your hands… but your brother is the intelligent one This is what I was told as a child. Having failed my 11+ exam, and being consigned to being ‘average’, I am living proof that anyone can be who they want to be and achieve a destiny beyond their dreams… and the low expectations of others.

Drawing on ground-breaking neuroscience research and brain-based coaching methods, I transform the behaviours of teams and individuals to deliver growth, engagement and profitability within world-class companies. With a Masters in Business Analysis & Systems Design and as a Fellow of the Institute of Leadership and Management, I combine business acumen with an intimate knowledge of corporate culture.

I am an accredited brain and behaviour specialist, with over 25 years experience, offering a series of world-renowned programmes to multi-national organisations, including HSBC, Louis Vuitton, Emirates, Siemens and Unilever. Based on personal experience and sharing real-world examples, I have a passion for explaining – and overcoming – the limiting beliefs, fixed mindsets and biases that thwart the potential of so many.

  • Online

CII Accredited

This demonstrates the quality of an event and that it meets CII member CPD scheme requirements.

1 hour's CPD can be claimed for this event if relevant to your learning and development needs.

It is recommended that you keep any evidence of the CPD activity you have completed and upload copies to the recording tool as the CII may ask to see this if your record is selected for review. Details of the scheme can be viewed online at www.cii.co.uk/cpd.