If you want to increase sales, stop selling!

Welcome to The Mad Black Cat Beginners Guide to Becoming the Best Sales Person You Can Be!

Or, to put it another way, “If you want to increase sales, stop selling”!

You can listen to an overview of the first module below. It is worth listening to, as it gives you an idea of what to expect!

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About This Course

In this awreness and informative course, we introduce the The Mad Black Cat Beginners Guide to Becoming the Best Sales Person You Can Be! and meet our two guides — ODC and Lanson — who bring humour and personality to essential sales lessons. Together, we explore the foundations of sales success

In the first module, which is completely FREE, we look at:

• Stop Selling, Start Helping
• Listen More, Talk Less
• Features vs. Benefits
• Short-Term Win vs. Long-Term Trust
• Stop Guessing, Start Asking
• Value Over Price

These lessons are designed for beginners, but they contain principles that even experienced salespeople can benefit from revisiting. Packed with practical advice, clear examples, and a touch of light-hearted humour, this episode is the perfect starting point for building a sales career focused on trust, relationships, and value.

So, what does this first module cover, you ask. We will tell you:

Stop Selling, Start Helping

To sell more, stop pushing products. Build trust, identify client pain points, and offer real solutions. Sales success comes from relationships, not pressure.

Listen More, Talk Less: The Secret to Understanding Clients

The best salespeople listen more than they talk. Discover why active listening builds trust, uncovers client pain points, and leads to stronger sales relationships.

Features vs. Benefits: Selling What Really Matters

Features describe a product. Benefits show the value. Learn how to shift your sales approach from features to benefits for stronger results.

Short-Term Win vs. Long-Term Trust in Sales

Quick wins fade fast, but long-term trust creates loyal clients and sustainable sales. Learn why patience and consistency always beat shortcuts in sales.

Stop Guessing, Start Asking

Salespeople fail when they guess. They succeed when they ask. Discover how questions uncover client pain points and lead to stronger sales relationships.

Value Over Price: Why the Cheapest Isn’t Always Best

Clients don’t want the cheapest — they want the best value. Learn how to shift sales conversations away from price and towards the real benefits that matter.

You can click the links below to access each of the lesson pages, read about the topic, and download a “playbook” page which give you a single-page summary that you can print and collate, so you always have it with you. Or, just save to your device if you are tech savvy!

Course Contents

Introduction

• Welcome to the Training Manual
  
• How to Use This Guide
  
• Meet ODC and Lanson (our training mascots)
  

Jump Straight In!

Part One: Sales Foundations

The basics every salesperson needs to know

Click the lines below to jump straight to the lesson page

1. Stop Selling, Start Helping
   
   • Why solving problems beats pushing products
     
2. Listen More, Talk Less
   
   • Active listening as the secret to sales success
     
3. Features vs. Benefits
   
   • Shifting from product specs to client outcomes
     
4. Short-Term Win vs. Long-Term Trust
   
   • Why loyalty is more profitable than quick tricks
     
5. Stop Guessing, Start Asking
   
   • How powerful questions uncover pain points
     
6. Value Over Price
   
   • Selling investment and return, not discounts

Hungry for More?

Although you will now have enough to change the mindset and improve the relationship with your clients, and improve sales, there is still a lot more we can go through together. The following sections are also available for subscribers, and are in the book you can purchase or order on Amazon, and all good book shops.

Education is a journey that never stops!

Part Two: Applied Sales Tools

Practical frameworks for standing out

7. Competitor Mapping
   
   • Using a 2×2 matrix to position yourself or clients in the market
     
8. The Sweet Spot Matrix
   
   • Balancing facts vs. emotions, us vs. them
     
9. Differentiation in Sales
   
   • Helping clients highlight what makes them unique

Part Three: The Psychology of Selling

Understanding how buyers think and decide

10. Building Rapport and Trust
    
    • Mirroring, empathy, and connection
      
11. Logic vs. Emotion in Sales
    
    • Why people buy with feelings first, then justify with facts
      
12. Anchoring Value
    
    • How to frame comparisons to make value stand out
      
13. Overcoming Objections with Psychology
    
    • Addressing concerns without pressure or conflict
      

Part Four: Advanced Sales and Strategy

From good salesperson to trusted consultant

14. Storytelling in Sales
    
    • How to make your product unforgettable
      
15. Consultative Selling
    
    • Becoming a partner, not a vendor
      
16. Retention and Upselling
    
    • Turning one-time deals into long-term relationships
      

Last Words (For Now!)

• The ODC and Lanson Golden Rules of Sales
  
• Next Steps and Continuous Learning