For experts who've stopped believing what they were taught about selling.
You can sell.
You've already proved that.
Someone tells you they've been reading your work for two years, and then hires somebody else.
A client says the work changed their business, and never mentions your name to anyone.
The conversation where they nodded at everything, thanked you warmly, and you never heard from them again.
The "sounds great, let me think about it" that turned into three weeks of silence.
You put each one down to bad timing and moved on.
Why selling becomes so draining.
Even when you're good at it.
Most people finish this video realising they've spent months fixing the wrong thing.
Watch it before you decide whether anything else here is for you.
It can feel completely different from this.
I used to do twenty sales calls a month. I don't do any now, and I sell more than I did then. I didn't get better at convincing people. I stopped trying.
Selling got about ten times lighter.
That's the part almost nobody believes until they've done it once.
Everyone starts in the same place.
Find out what's actually happening in the way you sell. Where you go after that depends on what turns up.
01 · Find out what's happening
The Revenue Leak Assessment
€44
The Revenue Leak Assessment is a 64-question diagnostic that takes about 15 minutes. It finds the one selling behaviour that's quietly costing you the most, shows you how your buyers are actually experiencing it, and tells you what to change first. It's built for established service business owners who already suspect their own approach is creating friction, they just can't see it from where they're sitting.
You'll get the behaviour costing you the most, how your buyer experiences it, and what to change first.
02 · Do it yourself
The Permission Method
€144
The Permission Method is a sales system for experienced experts who want to turn the people already in their network into clients, without the outreach feeling awkward or pushy. It's permission-based, which means the buyer gets room to decide instead of being walked through a closing sequence. You apply it with help from Smith, an AI assistant trained on the method.
Your first conversations can start within twenty-four hours.
03 · Work with me
The Fix
Three months, one to one
The Fix is done-with-you work for service business owners who already have the expertise, the clients, and the proof, but whose selling still runs entirely on personal performance. Together we find what's creating that dependence, take it out, and build a way of bringing in clients that doesn't need you to carry every sale by hand. The point is that you get to choose who you work with, what you charge, and how much of your life the business takes.
After ninety days you have more clients, a better close rate, and you stop gearing up for the conversation where you say the price. Some clients stop doing sales calls altogether.
Newsletter
Make Shit Happen
Most people meet me years too late. My emails settle that.
I'll show you how I went from twenty sales calls a month to zero, and why that made selling ten times lighter. It's for experts who know the answer isn't pushing harder. I question everything we've been taught about selling and show you a lighter path.
About me
I've sat inside enough businesses to know where the money stops moving, and why nobody around the owner says it out loud.
I say it.
Twenty years, six companies built from nothing, more than a thousand entrepreneurs. What that gave me is an outsider's eye. I look at your sales process the way a buyer meets it, from the first thing they read to the message that never gets sent after the work is finished.
I'm not a sales trainer. I find the thing that's actually stopping people from deciding, and it's almost never the thing you think it is.
About you
You are experienced, have clients and proof that what you do works. You are not looking for motivation or a framework. You have outgrown all of that. What you cannot see is where revenue is leaking and why every sale still depends on your personal performance.
Most of my clients say the same thing afterwards: I should have met you years ago.
They say that because I confirmed what they already sensed but did not trust enough to act on. Their gut feeling about selling was right. The way they were taught to do it was off. And there is another way, closer to who they actually are, that gets more yeses with less weight on their shoulders.
Questions about selling expertise.
The ones that come up most, answered straight.
Why do prospects go quiet after a good sales conversation?
They didn't lose interest. Most of the time they were still interested when they walked out of that conversation. What changed is that somewhere in there, they felt you steering toward a yes before they'd landed on one themselves. Deciding under that kind of quiet pressure is uncomfortable, so they do the easy thing and disappear. It's rarely a signal about them. It's a signal about how the conversation was run.
There's actually a good reason this happens. Before someone is ready to make a decision, they need to understand what you do, see the relevance, trust your expertise, have the ability to decide and feel that the timing is right.
So when someone goes quiet after a good conversation, there are quite a few things that could be happening. Their silence doesn't tell you which one.
Based on the How Clients Buy podcast with Tom McMakin and Doug Fletcher.
Why does selling expertise feel so exhausting for experienced consultants?
Because every sale runs through you. You read the room, you handle whatever comes up on the spot, you carry the whole thing to a close by hand. Sell a product and the product does some of that work for you. Sell your expertise and there's nothing standing between you and the buyer except you, showing up right, every time. That's a structure you never built.
What is permission-based selling?
It's selling where the buyer keeps hold of the pace and the decision the whole way through. You ask before you move things forward. You don't talk them past their own hesitation with a closing move. They set how fast this goes, and they're the one who decides. For people selling expertise it converts better, because the thing that usually makes a buyer stall is the feeling of being pushed, and here there's nothing to push against.
How is selling expertise different from selling a standardised product?
With a product, the buyer can look at it before they buy. With your expertise, they can't. They can't test it or hold it, so the only thing they can actually judge is you. That makes trust the buying signal, not the features and not the price. It's also why the old product-selling moves backfire here. Objection handling, manufactured urgency, a closing script, all of it reads as pressure, and pressure is exactly what breaks trust.
There is good evidence for this emphasis on trust and demonstrated expertise. Edelman and LinkedIn's B2B research found that 73% of decision-makers consider thought leadership a more trustworthy basis for assessing a company's capabilities and competence than marketing materials and product sheets. Sixty percent said strong thought leadership made them more willing to pay a premium.
Based on the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report.
Can high-ticket consulting services be sold without discovery calls?
Yes. The discovery call is one way to sort out who's serious and build some trust. It isn't the only one. If you've got a network and a track record behind you, the right outreach can do most of that work before you ever get on a call. By the time you speak, there's nothing left to build. The conversation becomes a verification, not a pitch, which is why it either gets a lot shorter or stops being necessary at all.
What is a revenue leak in a service business?
It's a pattern in how you sell that quietly costs you, again and again, and you can't spot it because you're standing inside it. The prospect who goes quiet, the client who likes you but never refers anyone, the deal you somehow end up renegotiating. It's almost never the obvious culprit you'd reach for first, the price or the competition or your positioning. It sits in small selling habits that feel completely normal to you and land on the buyer as a reason not to move.
Shouldn't I just learn to close better?
There's a reason I look at what happens in the conversation instead of teaching someone to close harder.
Neil Rackham's research into complex sales found that successful salespeople spent more time developing the buyer's needs before presenting a solution. His SPIN model was built around questions that uncover the problem, its implications and what solving it would actually mean for the buyer.
In other words, the quality of the conversation starts before you ever get to the pitch.
Based on Neil Rackham's SPIN Selling research.
If every sale still depends on you showing up and carrying it, you do not have a sales system. You have a performance.
