Buyers do not forget because they are disinterested. They forget because their brain is overwhelmed.

Sales training is not just about improving individual skills; it’s about building a repeatable and scalable sales process. This is especially important for founders who want to create a business that can operate independently of their direct involvement.

B2B sales are complex. Unlike consumer sales, they often involve longer sales cycles, multiple decision-makers, and higher stakes. This complexity means that sales teams must be equipped with advanced skills and strategies to navigate the process successfully.

The Compliment That Hides a Curse Every founder is brilliant. Your technical expertise built a fantastic product and got you your first £3M–£10M in ARR through relentless effort, networking, and expert knowledge. That is the compliment. The curse? Your personal brilliance has created a single, catastrophic point of failure: Founder Sales Dependency.

The biggest fear for any founder is running out of customers.The bigger mistake is trying to sell to all of them. In high-value B2B consulting and tech, chasing the largest possible market feels like the safest option. It isn’t. When your pitch can apply to anyone, it lands with no one.