Develop a Field Sales Team That Hits Target Consistently
A continuous development and reinforcement system for B2B field sales teams tired of missed targets, inconsistent execution, and training that doesn’t stick - even with enablement tools in place.
The Greater Sales Academy combines structured on-demand learning, weekly live mentoring, and an elite performance coaching pathway, all built around a proven development framework designed to drive real behaviour change.
No sheep-dip workshops.
No forgotten theory.
No waiting months to onboard new starters properly.
Just consistent capability, installed and reinforced week after week, so performance depends less on a handful of top performers and more on a repeatable system.
Three Levels of Support. One Shared Sales System.
Each level includes everything in the previous level, then adds more support, guidance and accountability.
FOUNDATIONS
95 bite-sized videos + activities
90-day pathway + lifetime access
Includes access to SAM — your AI Sales Thinking Partner
£345 pp Pre-Launch
£495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026
MASTERY
Everything in Foundations, plus…
52+ live group mentoring sessions over 12 months
(Session recordings included)
£995 pp Pre-Launch
£1,495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026. Live sessions begin Monday 21 September.
PERFORMANCE COACHING
Everything from Foundations and Mastery, plus…
10 one-to-one coaching sessions
£2,795 pp Pre-Launch
£3,495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026
Rolling this out across your team?
Talk to us about team enrolmentVolume pricing available for larger teams (5+ seats). Invoice payment available.
Created by Steve Radford — bestselling author of How To Sell — trusted by global brands and frontline B2B sales teams
Clients of Steve’s sales programs include…
Why Most Sales Training Fails to Deliver Consistent Results
You invest in training your field team.
The team feels motivated.
Field performance lifts briefly.
Then... everything drifts back to normal,
even with sales enablement tools in place.
Targets are still missed.
Margins are still squeezed.
Execution is still inconsistent.
Why It Breaks
- Training happens in bursts, not continuously
- Existing training creates knowledge, but not consistent behaviour
- Teams evolve: people leave, get promoted, or new hires join
- New starters can’t roll in immediately
- Managers lack time and coaching structure
- Learning fades faster than it embeds
What It Creates
- Unpredictable pipeline
- Margin pressure
- Confidence swings
- Longer ramp times
- Dependence on a few top performers
- Performance inconsistency
It’s not a motivation problem - it’s a reinforcement problem.
If You Want Consistent Performance, You Need Consistent Development
Field Sales Performance Is Built in Layers, Not in Events
Top performers don’t just “know more” they:
- Build strong foundations
- Practise consistently between visits
- Receive regular feedback
- Get challenged at the right level
- Develop confidence through repetition
Performance isn’t installed in a day,
it’s reinforced over time.
The Way You Develop People Must Evolve as They Grow
Early-stage sellers need structure.
Developing sellers need reinforcement.
Advanced sellers need challenge.
The balance shifts:
From telling → to asking.
From instruction → to coaching.
From nurture → to accountability.
That’s how competence becomes confidence.
The Greater Sales Academy is built around this progression
Structured learning for clarity.
Live mentoring for reinforcement.
Elite coaching for acceleration.
All designed to create continuous capability inside your team.
Three Progressive Levels of Development - One Structured System
The Greater Sales Academy is built around a clear progression. It’s designed to meet salespeople where they are and move them forward with structure, reinforcement and challenge.
Each level includes everything in the previous one, then adds more support, guidance and accountability.
FOUNDATIONS
On-Demand Learning
Structured video modules and practical exercises that install the core principles of effective selling.
- Mindset → Knowledge → Skills
- Personal Sales Blueprint
- AI Sales Thinking Partner
- 90-day learning pathway
- Lifetime access
Built for clarity and confidence.
MASTERY
Live Weekly Mentoring
Foundations + weekly live mentoring that reinforces and embeds learning in real-world situations.
- 52+ live sessions over 12 months
- Interactive mentoring
- Member community access
- Continuous roll-in capability
Built for consistent performance.
PERFORMANCE COACHING
Elite 1:1 Coaching
(By Application Only)
Foundations + Mastery + structured personal performance coaching.
- Ten 1-to-1 coaching sessions
- Personal Development Plan
- Accountability and challenge
- Limited capacity to protect coaching quality
Built for accelerated growth.
Every Mastery and Performance Coaching member receives full lifetime access to Foundations.
This ensures:
- New starters can roll in at any time
- Core principles are installed consistently
- Live sessions focus on reinforcement, not repeating theory
Foundations builds clarity.
Mastery builds consistency.
Performance Coaching builds acceleration.
Choose the level that fits your stage and grow from there.
Choose the Level That Fits Your Team
All three levels build on the same structured foundation. Each level includes everything in the previous one, then adds more support, guidance and accountability.
FOUNDATIONS
95 bite-sized videos + activities
90-day pathway + lifetime access
Includes access to SAM — your AI Sales Thinking Partner
£345 pp Pre-Launch
£495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026
MASTERY
Everything in Foundations, plus…
52+ live group mentoring sessions over 12 months
(Session recordings included)
£995 pp Pre-Launch
£1,495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026. Live sessions begin Monday 21 September.
PERFORMANCE
COACHING
Everything from Foundations and Mastery, plus…
10 one-to-one coaching sessions
£2,795 pp Pre-Launch
£3,495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026
Rolling this out across your team?
Talk to us about team enrolmentVolume pricing available for larger teams (5+ seats). Invoice payment available.
FOUNDATIONS: Structured,
Practical Sales Development
Bite-sized, on-demand learning that gives every field salesperson a clear, repeatable way to think, prepare and execute better sales conversations.
At the heart of Foundations is the New 7-Step Sale: a simple structure for every customer interaction.
Foundations gives your team:
- Mindsets → Knowledge → Skills
- 95 bite-sized videos and practical activities
- SAM - their AI Sales Thinking Partner
- Recommended 90-day pathway or learn at their own pace
- Lifetime access to revisit the programme whenever needed
As they work through the programme, each member creates their own Personal Sales Blueprint — a practical sales playbook that captures their customer strategy, sales process, objection handling and action plans.
Available anytime on desktop or through the free mobile app, Foundations creates a shared way of selling so teams are aligned from day one.
What Foundations Covers
Foundations develops the mindsets, knowledge and practical skills that drive better sales conversations.
The programme is built around the principles in Steve Radford’s bestselling book, How To Sell.
Foundations goes further than the book by turning those principles into bite-sized learning, practical activities, a Personal Sales Blueprint and real-world application.
Your team will learn how to:
- Plan and prepare for more effective customer conversations
- Open conversations and build trust more confidently
- Understand customer needs and ask better questions
- Present value, handle objections and protect margin
- Close more effectively without becoming pushy
- Follow up consistently and build more repeat business
Meet SAM - An AI Sales Thinking Partner for your team.
Built around the New 7-Step Sale and the principles inside Foundations, SAM gives your team a private space to think, prepare and build confidence.
Salespeople use SAM to:
- Revisit learning in real customer situations
- Prepare for upcoming customer conversations and objections
- Build and refine their Personal Sales Blueprint
- Practise ideas and questions without fear of judgement
- Feel more confident before speaking to customers
SAM isn’t here to replace live coaching. It helps salespeople think more clearly, prepare more effectively and build confidence between customer conversations.
(The video is a real interaction with SAM, recorded live)
Foundations installs the structure.
Mastery builds on it.
Give every salesperson the same framework, language and confidence to sell more consistently.
FOUNDATIONS
£345 pp Pre-Launch | £495 pp After Launch (+VAT)
Launch price available until 5pm Monday 14 September 2026
95 bite-sized videos and practical activities
Recommended 90-day pathway or learn at their own pace
Lifetime access to revisit the programme whenever needed
Includes SAM — your AI Sales Thinking Partner
Buying multiple seats? Talk to us about team enrolment.
(NOTE: Mastery and Performance Coaching also include full Foundations access)
MASTERY: Where Learning Becomes Performance
Live group mentoring that embeds, extends and sharpens the foundations of effective selling.
Foundations installs the framework. Mastery is where that framework is applied, challenged and refined week after week.
This is where field performance lifts, consistency is built, and sales activity becomes repeatable behaviour.
Mastery gives your team:
- 52+ live group mentoring sessions over 12 months
- Interactive, real-scenario discussion - not passive webinars
- Deeper application of the New 7-Step Sale
- Additional masterclasses introducing new concepts
- Full session recordings for ongoing access
Each session focuses on a specific element of selling explored in depth, applied to real customer situations, and reinforced through discussion and challenge.
This is not theory delivery, it’s live performance mentoring with a reinforcement cycle that turns knowledge into habits.
Three Types of Live Sessions - One Focus: Better Sales Performance
Sales Clinics
Bring real questions.
Get practical answers.
Open, interactive sessions focused on the challenges your team is facing right now, from objections to stalled deals.
Live discussion.
Clear direction.
Immediate clarity.
Sales Practice Labs
Take one principle.
Apply it properly.
Scenario-led sessions where members bring real situations and work through them using the New 7-Step Sale framework.
Structured.
Interactive.
Results focused.
Sales Masterclasses
Extend the framework.
Sharpen performance.
Additional sessions introducing new ideas that strengthen and expand the core principles, keeping your team evolving, not static.
Focused.
Practical.
Built for better results.
Why Mastery Drives Better Results
Without ongoing reinforcement…
- Good intentions fade
- Frameworks stay theoretical
- Conversations revert to habit
- Confidence fluctuates
- Teams stay dependent on a few naturally strong performers
- Performance remains inconsistent
With live group mentoring...
- Structure becomes instinctive
- Thinking sharpens in practice
- Conversations become deliberate
- Confidence builds
- Overall performance relies less on your strongest reps
- Results become predictable
Mastery is where learning stops being information and starts becoming consistent performance.
Foundations installs the framework. Mastery embeds it in the real world.
Live. Applied. Repeatable.
MASTERY
£995 pp Pre-Launch | £1,495 pp After Launch (+VAT)
Launch price available until 5pm Monday 14 September 2026
Includes full Foundations access,
52+ live group mentoring sessions over 12 months,
and session recordings.
Buying multiple seats? Talk to us about team enrolment.
Performance Coaching: Personalised Acceleration for Sales Professionals
For field sales professionals and small teams who want faster growth, sharper thinking, and greater accountability.
This is where mentoring becomes personal. Performance Coaching combines everything in Foundations and Mastery with structured one-to-one coaching. It’s designed to accelerate performance and remove the barriers holding people back.
Limited capacity - by application only.
Performance Coaching includes:
- Full Foundations access (lifetime)
- Full Mastery access (12 months live group mentoring)
- 10 one-to-one coaching sessions over 12 months
- A structured Personal Development Plan
- Direct performance challenge and support
This is not general advice.
It’s focused development built around the individual’s targets, strengths and constraints.
Designed for Those Who Want More
Ideal for:
- High-potential salespeople ready to accelerate
- Experienced sellers who want a sharper edge
- Sales managers who want to lead by example
- Small sales teams without dedicated coaching support
Not for:
- Those looking for shortcuts
- Teams unwilling to implement
- People resistant to challenge
- Organisations seeking one-off solutions
Performance Coaching introduces what Mastery does not:
Direct accountability. Clear goals. Personal reflection. Regular challenge. Uncomfortable conversations when needed.
It shortens the distance between knowing and doing.
Mastery builds consistency. Performance Coaching accelerates transformation.
PERFORMANCE COACHING
£2,795 pp Pre-Launch | £3,495 pp After Launch (+VAT)
Launch price available until 5pm Monday 14 September 2026
Includes Foundations and Mastery
10 one-to-one coaching sessions
Limited capacity - by application only
(Places are limited to protect coaching quality)
Choosing the Right Level for Your Team
Not every salesperson needs the same level of support. The right choice depends on experience, the level of in-company support available, and the results you’re aiming for.
Each level includes everything in the previous one, then adds more support, guidance and accountability.
Three Levels. One Shared Sales System.
FOUNDATIONS
Best suited for:
- Organisations with strong internal mentoring
- Experienced teams who need shared structure
- Businesses able to reinforce learning consistently in-house
Foundations works when supported.
Without reinforcement, results are unlikely to shift meaningfully.
MASTERY
Best suited for:
- Field sales teams working remotely from their manager
- Field teams with high rep-to-manager ratios
- Player-managers balancing their own quota with team development
- Businesses replacing workshops with continuous development
For most teams, Mastery is the right starting point.
It provides the consistent reinforcement that stretched managers often can’t, without creating more work for them.
PERFORMANCE COACHING
Best suited for:
- Small sales teams without dedicated coaching support
- High-potential individuals ready to accelerate
- Senior sellers seeking sharper performance
Coaching delivers the fastest personal growth, and is intentionally by application only to protect coaching quality.
Every level builds on the one before it.
Members can move up as their role, ambition or performance demands more support.
But the right place to start is the level that matches the results you want to achieve now.
Still unsure? Talk to us about team enrolment.
What Happens If Nothing Changes?
Field sales teams rarely miss targets because they don’t care.
They fall short because structure isn’t embedded, skills aren’t reinforced, and managers are stretched too thin to develop performance consistently.
Without reinforcement, even capable field teams drift.
Over time, inconsistency compounds.
Targets get missed.
Margins tighten.
Confidence dips.
Turnover resets progress.
Hoping your team improves isn’t a strategy
Training is the opposite of hoping. It’s a deliberate decision to build capability instead of leaving performance to chance.
Sales performance doesn’t improve accidentally. It improves when development becomes consistent.
Launch enrolment closes 5pm Monday 14 September 2026. Then pricing increases.
If just one additional deal per quarter would justify the investment, the question isn’t whether you can afford development. It’s whether you can afford to delay it.
Frequently Asked Questions
Straight answers to the practical questions leaders and salespeople typically ask before enrolling.
How much time should members commit each week?
How is this different from other online sales training?
Can we enrol multiple team members?
How does this work alongside our internal sales managers?
Can members upgrade later?
What stops this becoming something reps ignore?
Is this suitable for experienced sales professionals?
What improvements should we expect — and how quickly?
Is this too much change at once for a busy team?
When do the live sessions take place?
How do team members access SAM?
What if the programme isn’t right for us?
A Note from Steve
I built the Greater Sales Academy because I saw too many capable sales teams relying on one-off training and hoping for consistency.
If you’re serious about building sales performance properly, there is a better way to do it.
Let’s build it the right way. Together.
Steve Radford
Founder, Greater Sales Co.
Ready to Build Consistent Field Sales Performance?
You’ve seen how the system works.
Now choose the level of support that matches the results you want to achieve.
Three Levels of Support. One Shared Sales System.
Each level includes everything in the previous one, then adds more support, guidance and accountability.
FOUNDATIONS
95 bite-sized videos + activities
90-day pathway + lifetime access
Includes access to SAM — your AI Sales Thinking Partner
£345 pp Pre-Launch
£495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026
MASTERY
Everything in Foundations, plus…
52+ live group mentoring sessions over 12 months
(Session recordings included)
£995 pp Pre-Launch
£1,495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026. Live sessions begin Monday 21 September.
PERFORMANCE COACHING
Everything from Foundations and Mastery, plus…
10 one-to-one coaching sessions
£2,795 pp Pre-Launch
£3,495 pp After Launch
(+VAT)
Launch price available until 5pm Monday 14 September 2026
Rolling this out across your team?
Talk to us about team enrolmentVolume pricing available for larger teams (5+ seats). Invoice payment available.
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