Sell with confidence. Close with control.
Master the 7-step framework to lead better conversations, win more deals, and stop leaving sales on the table.
We have to bring the pain to the surface because people are good at coping with and suppressing it. Your prospects also have a deep need to feel understood and heard. If done well, you can agitate their pain in a way that not only engages with them on a deep emotional level, but also shows that you understand them and the problem they currently have.
Show them there is an answer. This is where you can make a stance as to why they have their current problem. Ideally, this is also where you can get them to see the problem in a new way while establishing the "why" they have the pain/problem, and that you can help them.
Introducing the Greater Sales Academy
If you’ve ever thought, “I know I could be great at this, if someone just showed me how,” this is for you.
The Greater Sales Academy was built for full-cycle B2B reps like you; the kind who don’t have time to waste, don’t want to fake it, and need to see results where it counts: in the field, in your numbers, and in how you feel walking out of every call.
It’s not just a course. It’s a complete, step-by-step system for mastering the sales conversation from open to close, from first call to final decision.
The single most overlooked reason reps stay stuck?
They’ve never seen what good looks like and no one gave them a structure they could actually use, over and over again.
That’s why inside the Academy, you’ll get:
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The truth about why your “best” meetings still fall flat and how to fix it in your very next call.
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The sneaky mistake most reps make in the first 30 seconds and how to reframe it to lead with confidence.
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A simple strategy revealed in Step 5 that helps you overcome objections without ever sounding defensive.
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The quickest way to hold your price without fear, friction, or apology.
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The one conversation close technique most reps are missing that helps you get a yes or no faster, and with less resistance.
And you’ll do it all without awkward scripts, long lectures, or wasting time on theory that doesn’t work in the real world.
Whether you want to build strong habits from the ground up, practice live with expert feedback, or work 1:1 to level up fast, there’s a path for you inside the Greater Sales Academy.
You choose the level of support you need. We’ll give you the roadmap.
Get on the WaitlistWhat’s the real cost of staying stuck?
Every stalled deal, every missed close, every time you drop the price just to get it over the line, it adds up.
Not just in lost commission, but in lost confidence, lost time, and another quarter where things don’t quite click.
You could keep guessing. Keep pushing through.
Or you could finally learn a way to sell that actually works and build the habits that make it stick.
The Greater Sales Academy gives you the structure, practice, and support to turn effort into results.
And compared to what it’s costing you not to fix it?
Foundations
£295 Launch Price/$399 USD
(£395 Full Price)
Learn the 7-Step Sale with our flagship on-demand course, printed handbook, audiobook, and tools you can apply the same day.
Includes:
- Printed handbook (or PDF if print unavailable)
- Full audiobook access (streaming)
- 8+ hours on-demand video lessons
- Personalised Greater Sales Blueprint template
Access: Lifetime
Mastery
£695 Launch Price/$932 USD
(£995 Full Price)
Deepen your skills with weekly live Labs, expert-led Masterclasses, group mentoring, and peer support — designed to reinforce and refine what works.
Includes everything in Foundations, plus:
- Weekly live Practice Labs
- Group Mentoring & Sales Masterclasses
- Session recordings & downloadable playbooks
- Accountability challenges
- Peer learning & community support
- Expert email support (priority Q&A)
Access: 12 months
Performance Coaching
£2,495 Launch Price/$3,345 USD
(£2,995 Full Price)
Work 1:1 with a dedicated coach to install the habits, track the numbers, and keep progress on target — all aligned to your role and goals.
Includes everything in Mastery, plus:
- 10 private coaching sessions over 12 months
- Personalised practice plan & call reviews
- Quarterly progress reviews (optional manager invites)
- Confidential, tailored coaching
Access: 12 months
You’re learning from someone who’s done the work and got the results.
The Greater Sales Academy was created by Steve Radford, a sales leader with over 20 years’ experience building high-performing teams, transforming underperforming reps, and helping some of the world’s biggest FMCG brands improve sales at scale.
He’s not just a trainer — he’s led national sales teams, built award-winning businesses, and coached frontline reps and leaders across dozens of industries.
Steve’s approach is trusted by both sales pros and sales educators alike. His book, How to Sell, has been praised by industry leaders including:
“Every salesperson, from new hires to seasoned pros, should read this book.”
— Jeb Blount, CEO of Sales Gravy and author of Fanatical Prospecting
“This book is the North Star for all of us in the sales community.”
— Mark Hunter, author of A Mind for Sales
Now, through the Greater Sales Academy, Steve is helping everyday salespeople develop the clarity, confidence, and consistency they’ve been missing without scripts, sleaze, or second-guessing.
Ready to start selling with more clarity, confidence, and control?
You don’t need more hustle. You need a better way to sell — one that actually fits how you work, how buyers decide, and the pressure of real-world targets.
Whether you’re building from the ground up, sharpening what you already know, or ready for one-on-one support to take things further — the Greater Sales Academy will give you the structure, skills, and support to finally turn effort into results.
Choose your path. Make the commitment. Start seeing the difference in your very next call.
Get on the WaitlistOur ‘Do-The-Work’ Promise
We don’t do blanket refunds. We do partnership.
When you do the work, we’ll meet your commitment with feedback, support and a fair safety net.
- Foundations: Complete the modules, activities and your Greater Sales Blueprint within 30 days, and if you’re still not confident on how to apply the New 7-Step Sale, submit your Blueprint to receive personalized advice by video and a guest-pass to join our next live Mastery group mentoring session.
- Mastery: Complete the Foundations and consistently engage in live Mastery sessions, and if you’re still stuck after 60 days, claim a 1:1 coaching session to help overcome your blocker.
- Performance Coaching: Complete the Foundations, consistently engage with Mastery and meet your coaching commitments, and at the end-of-programme review if we haven’t hit the milestones we set together, we’ll add two further 1:1 coaching sessions to close the gap
No gimmicks. No excuses. Effort in, support guaranteed.
FAQs
How much time does this take each week?
Do I need to finish Foundations before joining Mastery or Coaching?
Can I use this with my team?
Where do the sessions and content live?
Is the audiobook available outside the Academy?
What if I’ve done sales training before and it didn’t work?
What happens after my 12 months of Mastery or Coaching access?
You can keep doing what you’ve been doing… guessing your way through sales conversations, watching opportunities stall, and wondering why the numbers don’t shift.
Or
You can step into a process that finally gives you clarity, confidence, and control every time you sell.
The Greater Sales Academy was built for salespeople like you.
People who are capable, committed, and tired of winging it.
Now’s the time to choose the path that fits you best:
- Need the blueprint and tools to start strong? Enroll in Foundations.
- Want weekly support, practice, and expert feedback? Join Mastery.
- Ready for tailored coaching and accelerated results? Apply for Coaching.
Whatever path you choose, you won’t be doing this alone.
And you won’t be guessing anymore.
