Salescraft Training: Selling for success

Graham Elliott
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The gap between average and elite in sales is rarely talent — it’s perspective. Selling for Success is for sales professionals who refuse to plateau. Each episode reveals the thinking patterns, decision frameworks, and behavioural edges that consistently separate top performers from the majority. No trends. No motivational noise. Just high-value insight you can apply immediately to win complex deals, earn trust faster, and take control of your trajectory. Because in modern sales, small advantages compound — and the professionals who understand this pull ahead fast. Follow now to stay sharp, relevant, and difficult to compete against.

  1. 2d ago

    What Does Your Customer Actually Believe About You?

    Send us Fan Mail Your customer may have formed an opinion about you long before you ever meet. They might have read your online reviews, checked your LinkedIn profile, asked colleagues for recommendations or used AI to compare you with your competitors. By the time you sit down together, they may already believe you're trustworthy, expensive, experienced, unreliable or exactly the person they need. The question is: where did those beliefs come from, and how do they influence your chances of winning the business? In this episode of the SalesCraft podcast, Graham Elliott explores how customer perceptions are formed, how online recommendations and AI are influencing buying decisions, and what salespeople can do to build credibility in an increasingly information-rich world. You'll discover: Why customers may form opinions about you before you ever speak to them.How online reviews, testimonials and personal recommendations influence buying decisions.How AI tools are changing the way customers research suppliers, compare solutions and prepare for sales conversations.Why your intentions and the customer's interpretation of your behaviour may be very different.How to uncover what customers already believe, including the concerns and assumptions influencing their decisions.Practical ways to build credibility, address doubts and earn customer trust.You can't control everything a customer reads, hears or discovers about you. But you can understand what they believe, explore why they believe it, and give them evidence that helps them make a confident decision. Before your next sales meeting, ask yourself: What might this customer already believe about me, and how can I find out? Follow the SalesCraft podcast for practical insights into sales conversations, customer relationships, leadership and improving sales performance. About Graham Elliott Graham Elliott has more than 30 years of sales experience and is a certified behavioural profiler, coach and NLP practitioner. Through SalesCraft Training, he helps sales professionals and business owners improve their conversations, understand their customers and achieve better sales outcomes. Welcome to the podcast! Support the show If you have a sales problem you'd like to hear covered in a podcast, please contact me directly. Or, my sales training programme might help! If you'd like help to improve your sales confidence, please jump onto my free (45 minute) on-demand webinar. I'll teach you three things you can apply immediately, including handling objections and closing a sale. Graham Elliott You can contact me at graham@salescraft.training My website is www.salescraft.training Please join my mailing list. You'll get all the news and latest offers. Or... if you've found this helpful, please buy me a coffee!

    What Does Your Customer Actually Believe About You?

  2. Oct 25

    Stop Selling Features Nobody Asked For

    Send us Fan Mail Have you ever watched a salesperson enthusiastically explain everything their product can do, only to discover that the customer isn't particularly interested? It's a common sales mistake. You know your product inside out, you're proud of its capabilities, and you want the customer to understand its value. So you explain feature after feature, hoping something will convince them to buy. But more information doesn't necessarily create more interest. Sometimes, it simply makes the buying decision harder. In this episode of the SalesCraft podcast, Graham Elliott explores why salespeople fall into the feature-dumping trap and how to focus conversations on what really matters to the customer. You'll discover: Why product knowledge alone doesn't make you an effective salesperson.The difference between features, benefits and relevance.How irrelevant information can confuse customers and undermine trust.Why asking the right questions before presenting a solution is essential.A practical four-step approach: Problem, Relevance, Solution and Evidence.How to demonstrate your expertise by knowing what not to say.The goal isn't to tell customers everything your product can do. It's to help them understand how your solution addresses a problem that matters to them. Before your next sales conversation, ask yourself: Am I explaining what I want the customer to know, or what they actually need to know? Follow the SalesCraft podcast for practical insights into sales conversations, customer relationships and improving sales performance. Welcome to the podcast! Support the show If you have a sales problem you'd like to hear covered in a podcast, please contact me directly. Or, my sales training programme might help! If you'd like help to improve your sales confidence, please jump onto my free (45 minute) on-demand webinar. I'll teach you three things you can apply immediately, including handling objections and closing a sale. Graham Elliott You can contact me at graham@salescraft.training My website is www.salescraft.training Please join my mailing list. You'll get all the news and latest offers. Or... if you've found this helpful, please buy me a coffee!

    Stop Selling Features Nobody Asked For

  3. Oct 18

    When Your Best Salesperson Is Your Worst Problem

    Send us Fan Mail When Your Best Salesperson Is Your Worst Problem What happens when your top salesperson consistently delivers the numbers but creates problems everywhere else? They win major accounts, exceed their targets and bring in valuable revenue. But they ignore the sales process, refuse to share information, make promises the business struggles to keep and expect management to turn a blind eye because of their results. For many sales managers, this creates a difficult dilemma: how do you manage someone you can’t afford to lose, but can’t afford to let continue behaving this way? In this episode of the SalesCraft podcast, Graham Elliott explores the hidden costs of high-performing salespeople whose behaviour damages team morale, customer relationships and the wider business. You'll discover: Why strong sales results can become an excuse for poor behaviour.How one salesperson can undermine an entire team's performance.Why managers often struggle to hold their best performers accountable.Five practical steps for addressing the problem without unnecessarily losing a valuable salesperson.How to reduce your business's dependence on a single individual.The challenge isn't simply to decide whether a salesperson is good or bad. It's to recognise the difference between individual sales performance and genuine value to the business. Because if your best salesperson is making your business weaker, it's time to look beyond the sales figures. Enjoyed this episode? Follow the SalesCraft podcast for more practical insights into selling, sales management and building better customer relationships. Welcome to the podcast! Support the show If you have a sales problem you'd like to hear covered in a podcast, please contact me directly. Or, my sales training programme might help! If you'd like help to improve your sales confidence, please jump onto my free (45 minute) on-demand webinar. I'll teach you three things you can apply immediately, including handling objections and closing a sale. Graham Elliott You can contact me at graham@salescraft.training My website is www.salescraft.training Please join my mailing list. You'll get all the news and latest offers. Or... if you've found this helpful, please buy me a coffee!

    When Your Best Salesperson Is Your Worst Problem

  4. Oct 11

    The Buyer Isn't Always Right

    Send us Fan Mail "The customer is always right." It's one of the most familiar phrases in business. But is it actually good advice for salespeople? What happens when a customer tells you exactly what they want — but your experience tells you that what they're asking for won't actually solve their problem? Do you simply agree and take the order? Or do you have the confidence to challenge them? In this episode, Graham Elliott explores the idea of trusted-adviser selling and why great salespeople shouldn't simply be order-takers. Your role isn't always to give the buyer what they've asked for. Sometimes, it's to help them see the problem differently and make a better decision. You'll discover: Why salespeople can become too agreeableThe difference between listening to a customer and agreeing with themWhy the customer's description of their problem isn't necessarily the real diagnosisFour situations where you should consider challenging the buyerHow to challenge assumptions without damaging the relationshipThe Acknowledge → Challenge → Explain → Explore frameworkPractical language you can use when you disagree with a customerWhy being willing to risk a sale can actually increase your credibilityHow to become a trusted adviser rather than simply an order-takerThe goal isn't to prove that you're smarter than your customer. Your customer knows their business. You bring your experience, expertise and perspective. Great selling happens when those two things come together. Before you simply agree with your next customer, ask yourself: Am I agreeing because it's right for them — or because I want the sale? Because the customer doesn't always need a salesperson who tells them what they want to hear. They need someone they trust to tell them what they need to hear. About Graham Elliott Graham Elliott is a sales trainer and coach who helps salespeople and sales teams improve their sales performance by having better conversations, asking better questions and becoming more effective communicators. For more practical sales insights, subscribe to the SalesCraft podcast. Welcome to the podcast! Support the show If you have a sales problem you'd like to hear covered in a podcast, please contact me directly. Or, my sales training programme might help! If you'd like help to improve your sales confidence, please jump onto my free (45 minute) on-demand webinar. I'll teach you three things you can apply immediately, including handling objections and closing a sale. Graham Elliott You can contact me at graham@salescraft.training My website is www.salescraft.training Please join my mailing list. You'll get all the news and latest offers. Or... if you've found this helpful, please buy me a coffee!

    The Buyer Isn't Always Right

  5. Oct 4

    Stop Chasing The Close

    Send us Fan Mail What if the problem with your closing technique is that you're trying to close everyone in the same way? You've had a great sales conversation. The prospect understands the problem, sees the value and appears ready to move forward. Then you ask: "So, shall we go ahead?" And suddenly, they hesitate. In Part 3 of the DISC for Better Sales series, Graham Elliott looks at how understanding behavioural preferences can help you adapt the way you move a buyer towards a decision. You'll discover: Why the close shouldn't feel like a sudden event at the end of the sales processHow different DISC behavioural preferences can influence the way people make decisionsHow to give a D buyer control without losing control of the saleHow to turn an I buyer's enthusiasm into actionHow to give an S buyer the confidence to move forwardHow to give a C buyer the evidence they need to make a decisionWhy you shouldn't assume that knowing someone's DISC style tells you exactly what they'll doThe Control → Possibility → Confidence → Evidence closing checkWhy asking "What's the logical next step?" can be more effective than trying to force a traditional closeDISC isn't a closing technique. It's a framework that can help you become more flexible in the way you communicate, understand what your buyer needs and make the next step easier. Don't try to make every buyer fit your sales process. Adapt your sales process to the buyer. This is Part 3 and the final episode of the DISC for Better Sales series. Understand the buyer. Ask better questions. Adapt your approach. Welcome to the podcast! Support the show If you have a sales problem you'd like to hear covered in a podcast, please contact me directly. Or, my sales training programme might help! If you'd like help to improve your sales confidence, please jump onto my free (45 minute) on-demand webinar. I'll teach you three things you can apply immediately, including handling objections and closing a sale. Graham Elliott You can contact me at graham@salescraft.training My website is www.salescraft.training Please join my mailing list. You'll get all the news and latest offers. Or... if you've found this helpful, please buy me a coffee!

    Stop Chasing The Close

  6. Sep 27

    The Objection They Haven’t Told You About

    Send us Fan Mail What if the objection that's costing you the sale isn't the objection you're hearing? "Send me some information." "I'll think about it." "We'll need to discuss it internally." These sound like objections, but often they're symptoms of a concern the buyer hasn't fully expressed — or that you haven't uncovered. In Part 2 of the DISC for Better Sales series, Graham Elliott explores how understanding behavioural preferences can help you recognise potential sources of resistance and, more importantly, ask better questions. You'll discover: Why your first response to an objection shouldn't necessarily be to overcome itHow different DISC behavioural styles may experience different sources of hesitationWhat a buyer's questions, pace and changing behaviour can tell youWhy silence doesn't necessarily mean rejectionHow to use DISC as a hypothesis generator, rather than trying to label or "read" the buyerThe Pause → Hypothesis → Question framework for uncovering what's really behind an objectionHow better questions can turn resistance into a more productive sales conversationDISC doesn't give you a crystal ball, and it certainly doesn't allow you to read someone's mind. What it can give you is another lens through which to understand your buyer — and a better way to decide what question to ask next. Don't overcome the objection. Understand it. This is Part 2 of the DISC for Better Sales series. In Part 3, we'll look at how to use DISC to adapt one of the most important parts of the sales conversation: the close. Welcome to the podcast! Support the show If you have a sales problem you'd like to hear covered in a podcast, please contact me directly. Or, my sales training programme might help! If you'd like help to improve your sales confidence, please jump onto my free (45 minute) on-demand webinar. I'll teach you three things you can apply immediately, including handling objections and closing a sale. Graham Elliott You can contact me at graham@salescraft.training My website is www.salescraft.training Please join my mailing list. You'll get all the news and latest offers. Or... if you've found this helpful, please buy me a coffee!

    The Objection They Haven’t Told You About

  7. Sep 20

    Stop Selling the Same Way to Everyone

    Send us Fan Mail Are you selling to every prospect in the same way? One buyer wants the bottom line. Another wants to build a relationship. Someone else needs time to think things through, while another wants the facts, figures and evidence before they'll move forward. The problem isn't necessarily your sales process. You may simply be communicating in a way that works for you, rather than the way your buyer needs. In this episode, we'll take a look at how an understanding of the DISC behavioural model can help salespeople recognise different buying preferences and adapt their approach accordingly. You'll discover: The four DISC behavioural styles and what they can mean in a sales conversationWhy "difference" isn't necessarily "resistance"How your own preferred communication style can get in the way of a saleWhat different buyers may be looking for from youHow to adjust your pace, language and information without changing what you're sellingA simple four-question DISC Buyer Check you can use in your next sales conversationDISC isn't about putting buyers into boxes. It's about becoming more flexible in the way you communicate with them. Because great salespeople don't sell the way they want to sell. They communicate in the way their buyer needs to buy. This is Part 1 of a three-part series exploring how DISC can help salespeople understand buyers, uncover resistance and improve their ability to close. Welcome to the podcast! Support the show If you have a sales problem you'd like to hear covered in a podcast, please contact me directly. Or, my sales training programme might help! If you'd like help to improve your sales confidence, please jump onto my free (45 minute) on-demand webinar. I'll teach you three things you can apply immediately, including handling objections and closing a sale. Graham Elliott You can contact me at graham@salescraft.training My website is www.salescraft.training Please join my mailing list. You'll get all the news and latest offers. Or... if you've found this helpful, please buy me a coffee!

    Stop Selling the Same Way to Everyone

  8. Sep 13

    Stop selling. Start exploring

    Send us Fan Mail What if one of the biggest problems in sales is that we're trying too hard to sell? Too often, salespeople enter a conversation thinking about their pitch, their product and how they're going to close the deal. They ask questions, but they're really just waiting for an opportunity to start talking. In this episode, I'll take you through a different approach: stop selling and start exploring. You’ll discover how better questions can uncover what the customer actually needs, why you shouldn't rush to solve a problem, and how simple follow-up questions like “Tell me more” can transform a sales conversation. Because the best salespeople aren't necessarily the ones with all the answers. They're the ones who stay curious long enough to find the right questions. Welcome to the podcast! Support the show If you have a sales problem you'd like to hear covered in a podcast, please contact me directly. Or, my sales training programme might help! If you'd like help to improve your sales confidence, please jump onto my free (45 minute) on-demand webinar. I'll teach you three things you can apply immediately, including handling objections and closing a sale. Graham Elliott You can contact me at graham@salescraft.training My website is www.salescraft.training Please join my mailing list. You'll get all the news and latest offers. Or... if you've found this helpful, please buy me a coffee!

    Stop selling. Start exploring
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About

The gap between average and elite in sales is rarely talent — it’s perspective. Selling for Success is for sales professionals who refuse to plateau. Each episode reveals the thinking patterns, decision frameworks, and behavioural edges that consistently separate top performers from the majority. No trends. No motivational noise. Just high-value insight you can apply immediately to win complex deals, earn trust faster, and take control of your trajectory. Because in modern sales, small advantages compound — and the professionals who understand this pull ahead fast. Follow now to stay sharp, relevant, and difficult to compete against.

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