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
- 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
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
- Competitor Mapping
- Using a 2×2 matrix to position yourself or clients in the market
- Using a 2×2 matrix to position yourself or clients in the market
- The Sweet Spot Matrix
- Balancing facts vs. emotions, us vs. them
- Balancing facts vs. emotions, us vs. them
- Differentiation in Sales
- Helping clients highlight what makes them unique
Part Three: The Psychology of Selling
Understanding how buyers think and decide
- Building Rapport and Trust
- Mirroring, empathy, and connection
- Mirroring, empathy, and connection
- Logic vs. Emotion in Sales
- Why people buy with feelings first, then justify with facts
- Why people buy with feelings first, then justify with facts
- Anchoring Value
- How to frame comparisons to make value stand out
- How to frame comparisons to make value stand out
- Overcoming Objections with Psychology
- Addressing concerns without pressure or conflict
- Addressing concerns without pressure or conflict
Part Four: Advanced Sales and Strategy
From good salesperson to trusted consultant
- Storytelling in Sales
- How to make your product unforgettable
- How to make your product unforgettable
- Consultative Selling
- Becoming a partner, not a vendor
- Becoming a partner, not a vendor
- Retention and Upselling
- Turning one-time deals into long-term relationships
- 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