Catalina Valentino 🔥

CEO of ELIXR | MSc | Global Top 100 Women in Tech | Senator @ WBAF | Ft. Business Insider, Forbes etc. 🦄

Catalina Valentino (MSc) is the Group CEO of ELIXR, a global smart city group transforming cities through technology, finance, and data. She is also a Member of the Advisory Board for the €200m Climate Tech Fund Una Terra and the Clean Energy Business Council MENA.

Elixr and its group of companies deliver smart regeneration projects for towns and cities combining new developments, retrofit, and energy infrastructure to create investable, future-ready places. Working closely with town leadership to design and deliver master regeneration schemes, using our technology to speed up planning, cut costs, and improve capital efficiency.

Through a consortium of partners including AECOM, Pinsent Masons, BNP Paribas and other leading banks, investors and Government Elixr brings forward £500m+ regeneration projects that transform how people live, work, and connect.

Her journey began at 11, when she earned her first A* GCSE, then started a BA at 16, and an MSc at 19 launching her corporate career along the way. She later founded her first company; securing a six-figure investment, scaling to <20 team members, and winning several industry awards.

Since, she has been awarded Young Entrepreneur of the Year 2022 and Global Top 100 Women in Tech 2023 and Top 50 Women in STEM. And is a global speaker for Forbes, the United Nations, LEAP, the World Economic Forum 🎤

CEO & Co-Founder

Building unicorns 🦄. 
Next-Gen Sustainable Tech Incubator/ VC.

Richard Moore

I help consultants get clients on LinkedIn, using sales and content 🚀 Follow #RichTips for content

At some point it becomes obvious: your expertise isn’t the problem.
The real challenge is turning that expertise into consistent, high-value revenue.

Whether you lead a commercial team or run your own consultancy, gaining traction with potential clients on LinkedIn often feels harder than it should.

That’s where I come in.

I train leaders, consultants, and founders in the psychology of high-trust deal-making and sales. This helps individuals and teams move from interest to commitment without pressure or scripts.

My work blends behavioural psychology, strategic communication, and modern sales design.
More importantly, it comes from doing it:
22+ years of being a sales practitioner and $millions in converted deals.

Because theory is powerful
But you can't beat having done it too

Crucially, the help I give is for those who want to sell with nuance, credibility and long-term results.

Here’s what we focus on:
Strategic positioning: shaping how your expertise is perceived by buyers and decision-makers

Authority content: creating trust through clarity, not noise

Conversation design: turning dialogue into opportunity with structure and intent

Deal-flow mastery: applying timing, buyer psychology, and decision dynamics to close complex deals

I’ve worked with organisations from Microsoft and LinkedIn, to JP Morgan and Deloitte
Beyond this I've also coached thousands of consultants, coaches and founders

All of them have had the focus on refining how they sell and how they communicate

As a 2x LinkedIn Top Voice and LinkedIn Learning Instructor with five courses on sales and communication, studied by tens of thousands of professionals worldwide, I'm asked to work with professionals on their delivery, awareness of buyer state and the words that move a buyer to step forward. 

My communities, the LinkedIn Client Accelerator and Art of Sell, bring together over 500 members focused on mastering client acquisition and high-trust sales.

In the offline world I founded Entrepreneur Business Live, a global event series connecting business leaders to support local causes and I’ve delivered keynotes and lectures at Oxford University, Warwick Business School, University of Edinburgh, Nottingham, Pearson Business School and many more.

If you want to elevate how you or your team win clients, with more trust, depth, and commercial precision, this is where we start.

DM me here on LinkedIn
Or email directly richard@therichardmoore.com
Or check out the featured links on this profile for more

Follow #RichTips for insights on high-trust deal-making and sales

Founder - LinkedIn Client Accelerator

These two people are incredible. 

And I want to share why. 

Yesterday in London we had the second part of our Position to Convert event. 

This is an immersion that founders joined to understand deeply strategy, brand and conversion. 

And in covering those three topics there's no way I could have done it on my own. 

To have Sara Marshall, with her background in strategy and Aarti Parmar, with hers covering brand, it teed up the day for an incredible event. 

Because enthusiasts can chat about those topics 
↳ But when you bring lived experience 
↳ Case studies
↳ Examples with detail that you did yourself 
↳ and answers to the questions that start "Yes but what about if..." 

It provides a level of depth that made me proud to be part of it. 

Huge thanks to the attendees who came along, too. You were all fantastic and the interaction was a truly wonderful moment to experience.

While it was incredible to see Sara and Aarti delivering their art, it was also an event only made possible by the work, interaction, and sharing of those who attended. 

Thanks also to Art'Otel for providing a beautiful location, view (and catering). 

I'm genuinely excited to see the journeys of the attendees in the weeks and months ahead. 

What's been the most notable event you've attended recently? 

--
PS it is a seriously small world. It was quite amazing to see how many people knew each other or were connected only by one person to someone else. 
Just shows how connected we really are if we spend any time networking on platforms like LinkedIn!

#RichTips

I train founders in the psychology of high-trust deal-making and sales | Creator, Art of Sell | 3× LinkedIn Top Voice | 5 x LinkedIn Learning Instructor

In 2003, I was making 100 calls a day
In 2026, I'm teaching AoS members to close on the first call

Back when I was making 100 calls a day,

I became obsessed with understanding why people said yes or no. What was actually going on in their head when they made a decision?

(Standing at your desk all day with your phone in your hand, dialling numbers and getting hung up on constantly, will do that to you)

And sure, times are different now

- But buyers haven't changed
- The psychology hasn't changed
- Only the platforms have

In the 22+ years of watching people buy,
here's what I know:

They don't buy because of your offer, 
your price or 
even your expertise

They buy when uncertainty drops low enough for them to feel safe saying yes

That's the whole game.

Sony. Deloitte. Microsoft. LinkedIn. BP. Notion. S&P Capital IQ. Vodafone. IATA. JP Morgan. Thales. GSK. Siemens. BAE Systems. Audible...

The list of deals goes on. 
But the truth is the same:

↳ Uncertainty about you = they stall
↳ Uncertainty about the outcome = they ask for a proposal
↳ Uncertainty about themselves = the infamous "let me think about it"

And most of what's taught out there treats these 3 as the same problem,
but each one needs a completely different response

So here's some clarity for you

If they're uncertain about you:
↳ That's a positioning and authority issue
↳ No amount of explaining your offer will fix it
↳ You fix it before the call even starts

If they're uncertain about the outcome:
↳ That's a clarity issue
↳ You're overcomplicating what happens after they say yes.
↳ Simplify the path

If they're uncertain about themselves:
↳ That's the one most people miss entirely
↳ That's the buyer asking "am I the kind of person who invests in this?"
↳ And you can't logic your way through that. You have to make them feel like they belong in the room

The only psychology in sales that works is:

↳ reducing uncertainty
↳ increasing safety and
↳ helping someone think clearly enough to make a decision they already want to make.

That's what I learnt standing at that desk in 2003
And it's what I'm still teaching now

What's the uncertainty your buyers struggle with most?

--
I train founders, consultants and coaches in the psychology of high-trust deal-making and sales. 
Have a look in my featured links here for more → Richard Moore

#RichTips

I've never met a founder who was struggling because:

↳ They didn't have enough leads
↳ Their content wasn't good enough
↳ Or they weren't posting often enough

And yet that's where most of the effort goes

More posts
More DMs
More engagement

And the pipeline stays the same

Look, when someone comes to me and says "I'm struggling to convert," I don't look at their content first

I look at their positioning and the story behind them

Because almost every time,
they have leverage they're not using

↳ Past clients
↳ Past employers
↳ Results they've delivered
↳ Experience that would impress the right people

And they're just not expressing it in the right way

There's also something I see a lot that I'd describe as an inadvertent entitlement

Where founders assume that:
↳ because their content is good
↳ buyers should come to them

Your content can be brilliant and still attract the wrong people. Or the right people who don't convert.

And if that's happening, it's a positioning issue.

Ed Essey,
↳ one of our AoS speakers,
↳ dealt with this at Microsoft

He is a Senior Director at Microsoft Garage and his job is often to take brand-new software and make it something customers would actually buy

The products were brilliant
But they were impossible to explain

So Ed ran hundreds of positioning experiments until people understood what they were looking at

If you're good at what you do but people aren't buying, you might be in the same place Ed was

The product isn't the problem
How people see it is

By the way, Ed wasn't brought in because he was a keynote speaker or a coach. Instead, it was because he's led global teams at the highest level and made real commercial change

That's who teaches inside Art of Sell. People like Ed, like Kasey Brown with her background at Goldman Sachs, Stripe and Accenture, like Silvia D'Anna who was Nike's e-commerce Director, EMEA, for the Jordan brand.

They're not here to dazzle you with a TED talk
But they've done the work
And they have receipts
So they're here to share how it's done

If your content is working but your deals aren't, what would change if you fixed how people see you?

--
PS Join the Art of Sell experience for free for a week here: https://lnkd.in/eHw5fitm

#RichTips

Richard Moore at the LinkedIn Learning Campus in California, 2025

This is not an advert
But it is a masterclass in how to build a connection.

I run. 
A lot. 
I run like some of you comment on LinkedIn🤭
Yeah. That's a lot!

So I use electrolyte salts to rehydrate.
Henry Porpora's company SULT™ sells them. 
I was using a competitor.

A month ago, Henry connected
Just another day and another founder

But here's what I did and you should consider the same:

↳ Before accepting, I checked his profile 
Always do this as a new connection is a new opportunity (doing nothing is a waste of the moment)

↳ I looked for commonality 
Commonality is a reason to start a conversation and be memorable

↳ I found it
And so I used it (see second image)

Suddenly, I'm not just another connection 
And neither is he

We both saw the opportunity 
And Henry jumped in too

This is what creating opportunities looks like

While everyone else is just collecting connections
And thinking the more they have the better it is

I'm much more interested in going deep with individuals

"Ha! What's the play?" I responded after his reply

"How about this" he wrote...
"I'll send you some on me. If you prefer us you throw the other ones in the bin. If not, give Sult to a friend. Everyone's winning"

"Deal", I said. 

Now look, this is hardly the deal of the century.
But look at this new relationship compared to many you see on LinkedIn. 

All because I bothered to check a profile
And who knows where this goes next

One thing is for sure: it's not a forgettable connection now.

PS I really liked Sult too. Thanks Henry.
Hydration tastes far better now!

Who have you had a meaningful connection with here?
(Only AI won't tag anyone in the comments👀)

--
📌On Thursday this week I'm running "The DM Playbook" session live in Art of Sell. 
Join today for a free 7 day trial using the "Visit my Website" link at the top of this post 👆

#RichTips

Richard Moore with water splashing his face

This Sunday is International Women’s Day.

So on Monday the pink logos will disappear,
The corporate posts will stop,
The press releases will end,
The hashtags will go quiet,
And the moment of public support will pass for another year.

But the real test of how we value the women around us is not what we say on one day in March.

It is what we do the other 364 days:
↳ Do we listen to their ideas?
↳ Do we give credit where it is due?
↳ Do we invite their perspective when decisions are being made?
↳ Do we create space for them to lead, challenge and influence?
↳ Do we actually learn from them?

Because if the only visible support appears when the marketing calendar tells us it is time, then it is not support.

It is performative theatre.

The women I have learned the most from did not need a themed day for their impact to be obvious.

They shaped how I think
They challenged how I work
They improved how I lead
That influence happens across the whole year

So by all means acknowledge International Women’s Day this weekend.

But the real signal is what you do on Monday...
And Tuesday
And every other working day that follows

💕
Shout out to my icon of a mother who made me me
To my two sisters of whom I'm so proud
To my incredible wife who leads and brings me balance
To my two daughters for whom I hope the world will be their playground
And to all the women in my world, on my team, in my communities and in my education
Please continue to mold and shape me

--
PS Which woman can you shout out in the comments that made a difference to you already this year? See my comment for some great examples

#RichTips #IWD2026

In 1920, a psychologist called Edward Thorndike figured out something that's costing you money right now on LinkedIn

He called it the Halo Effect.

When people are impressed by one trait,
they assume you're good at everything else too.

And on LinkedIn? The belief is the halo is your follower count

Big following = must be great at what they sell

So people chase it.

More posts, more visibility, more engagement from people who will never buy from them

And I watched this play out all last year:
↳ My reach dropped over 50%
↳ And it was my biggest year for revenue
(These 2 things are connected by the way)

When the reach dropped, the people who stayed were the ones who actually buy.

The ones who left? They were never going to
↳ I had fewer eyes on me
↳ But better ones

And I think that's the bit most people miss

Serious buyers aren't counting your followers. They're reading your stuff and asking themselves one thing:
↳ does this person get my world?

That's it. That's what they care about

- Someone in my community closed a $66k deal in December with under 3,000 connections.
- Meanwhile I've watched people with 300k followers and over 1m impressions a week struggle to close $5k

And every single time, the difference was positioning.

Now look, I know people love the vanity metrics.
↳ The likes feel good.
↳ The comments feel like progress.
↳ But if your calendar is empty and your content is performing, something is off

And usually it's that you're writing for virality when you could be writing for the 50 people who might actually hire you

Hype only works with broke buyers
I'll say it again:
Hype only works with broke buyers

You want high ticket? Write like a grown up
Who are you actually writing for?

--
PS This is one of the reasons Art of Sell speakers aren't chosen for stage charisma. Some are as awkward as Elon Musk, but they've closed 9-figure deals and understand their craft at the highest level.

Substance before sparkle, in my world. Always.

If you want to see what that looks like from the inside, join the AoS community for free for 7 days: https://lnkd.in/eHw5fitm
Tomorrow's speaker is working with Mel Robbins and counts the Hormozis, Jesse Itzler and Daniel Pink as his clients.

#RichTips

Richard Moore, having a cup of tea, wearing a red tie

Stop "being yourself" on sales calls

I mean it

Because for most founders, "being yourself" on a call means:
↳ Softening your offer so you don't come across as salesy
↳ Rushing through the price so the 'awkward bit' is over faster
↳ Making the whole thing sound smaller than it is so they don't think you're trying to squeeze money out of them

Then they say a polite "thank you" and hop off the call
Never to return

And you tell yourself they weren't ready

But here's what actually happened:

You made yourself small
And the buyer treated your offer accordingly

Now here's the part nobody talks about:

That call doesn't just cost you one deal
It costs you the next 5

Because every time you shrink on a call and lose
↳ The icky feeling gets louder
↳ You start tensing up before the call even begins
↳ You're already apologising for the price in your head before you've said a word

And the buyer feels all of it

I went through this for a period when I left corporate.

I'd been closing 6-figure deals with a brand and a business behind me. Then suddenly asking a founder for a few thousand felt like pulling teeth

The problem wasn't my delivery

I'd stopped seeing myself as the prize

In corporate,
↳ I never questioned whether the offer was worth it
↳ I walked in knowing
↳ And that energy carried the whole call

The moment I went solo, I lost that certainty

And I started "being myself" which really meant being the uncertain version of myself.

So what fixed it?

I had to reposition how I saw my own offer before I could present it with any weight

↳ I stopped comparing my price to what felt comfortable
↳ I started comparing it to the cost of the buyer's problem going unsolved
↳ And I reminded myself that every founder I'd helped had got results that far exceeded what they'd paid

That changed how I carried myself on calls
And the buyers felt the difference immediately

Are you being yourself on calls?
Or are you being the uncertain version of yourself?

--
PS A good number of AoS members joined while stuck in this exact cycle. Underpricing, apologising for their offer, losing deals they should've closed.

Inside AoS we work on how you carry your offer, because that matters as much as what's in it

If you want to see what that looks like, try it free for a week here: https://lnkd.in/eHw5fitm

#RichTips

Richard Moore speaking on the Don't Work Harder podcast.

I spent some time considering if I should post this today. 

Because for some people this will seem incredibly arrogant. 

But I do believe it's worth sharing because the point I'm making, I mean genuinely. 

And the fact is I'm not:
↳ Special
↳ Different
↳ Better than anyone else

Because, just like everyone else, I also started at zero. 

But there's something to be said for being incredibly intentional
And marrying that with consistency across years 

So to all the corner-cutters, hackers and "yes, but could I do it faster people?":

You tend to get what you deserve.
So if you show up in a particular way, you see the results that relate to the work you put in*

I'm interested: What are you doing to be intentional every day? 

--
PS: tomorrow in The Art of Sell I'm going to be going through the four pillars of charisma, looking at it from a science and psychology perspective so you can also tap into this super power for your pitching. 
Join us via a free trial here: www.artofsell.co

*Yes of course there are exceptions and I'm conscious of these as I write this.  

#RichTips

I've worked with 100s of founders. The ones who close effortlessly have one thing in common:

They stopped trying to figure out sales on their own.

Look, most of the founders I work with are not beginners

↳ They ran teams of 30+
↳ held senior roles for a decade
↳ and then left corporate to do something for themselves

And they're good at what they do

But selling your own thing is a completely different skill to selling inside a company

In corporate:

- The brand sold for you
- The pipeline existed before you walked in
- There were SDRs, marketing teams, decks and case studies doing the heavy lifting

Now it's just you

And the instinct for most is: "I should be able to figure this out. I've done harder things"

So you grind alone
↳ For months
↳ Sometimes years

Reading books, watching videos, trying to piece it together from free content

And the pipeline stays inconsistent

because you have dressed up your pride as independence and it's expensive.

The AoS member who went from $2k deals to closing a $66k deal in December didn't get there by watching more YouTube

-He got there by being in a room with people who'd done it before
And letting them show him what he couldn't see on his own

That's the pattern I see over and over again

↳ The ones who move fastest aren't the smartest or the most experienced
↳ They're the ones who were honest enough to say:
↳ "I'm good at what I do. But I need to get better at selling it"

There's nothing weak about that

It's actually the most strategic decision you can make for your business

Take a moment to truly absorb that

PS Art of Sell was recently recognised by Circle as one of its top 50 communities out of over 13,000

And it's built for exactly this:

↳ Founders who know their craft
↳ But want to close with more confidence and consistency

If you've been grinding alone, try it

Have a week trial on me for free here: www.artofsell.co

--
PPS AoS sessions are 60 minutes, punchy and built around doing the work. No 3-hour monologues. We get on with it.💪

#RichTips

Richard Moore hosting his Entrepreneur Business Live London charity networking event.

The most common (and avoidable) reason for not closing deals?

Mistaking a booked call as a warm lead

↳ They agreed to speak with you
↳ That doesn't mean they're interested
↳ It means they're being polite

And polite attention is where most calls go wrong

So here's what happens:

- You do your intro
- You run through your agenda
- You ask about their background
- And you start explaining what you do

Meanwhile, they're sitting there giving you courtesy

↳ They're nodding along because it'd be rude not to
↳ They might even have their emails open
↳ And you're reading that as engagement

But there's a massive difference between someone tolerating the call and someone leaning into it.

So how do you shift them?

I call it the chocolate method

Think of a meal
Starter, main course and dessert.

If you were a kid like me, the dessert was the best part

And most people save their best bit for later in the call

↳ The big client result
↳ The strongest anecdote
↳ The thing that actually lights people up

By the time you get to it, they've already decided whether they care

So move the dessert to the start

I do this on almost every call now.
When someone asks "how are you?"

I might say something like:

"Actually really good. Just come off a call with the head of content for LinkedIn UK. Really interesting chat about how they want to use me more"

"Does not not count as showing off, Richard?" No.

I'm just dropping something in early that shifts the energy from polite to "okay, this person is worth listening to"

Your chocolate might be:

↳ A recent client result that's contextually relevant to who you're speaking to
↳ A name or a company that would mean something to them
↳ A specific outcome from your work that lights people up

And you don't need a long story
One sentence, dosed in early, changes the entire call.

- The mistake most founders make is they warm up slowly
- They get better as they go
- And by the time they're saying the really good stuff, the buyer has already checked out

So bring a punchline to the front.

Now, they realise you're the superhero they need you to be

What's your chocolate?

--
PS We've done over 150 masterclasses on topics like this inside AoS. And right now, I'm offering you a trial on me for free here: https://lnkd.in/eHw5fitm

#RichTips

Richard Moore keynoting at the Infestival Conference in Slovakia, February 2026.

In June, I'll share a stage with Daniel Priestley, Jamie Laing, Timothy Armoo, Amelia Sordell and many others 

And for the 1,600 people attending #Atomicon2026, I know you can't wait 

But the good news is this week, organisers Andrew, Pete and Suman have produced "Bundlemania" so you can get wild amounts of goodies from all us speakers if you buy your ticket before the weekend

https://lnkd.in/eqShT4MW

If you're hoping to attend this year on 16 June, this week is your best time to get a ticket

...because they are at their lowest price now and are being increased at midnight on Friday 20th March.

They're also offering payment plans if you need them.

This week a ticket will get you access to:
Bundlemania – a huge collection of free courses and resources (including Art of Sell 👀)
Big Networking Week (23–27 March) – a full week of online networking and connection
ATOMICON 2026 – happening 16 June, with fringe events the day before

Here's your link:
https://lnkd.in/eqShT4MW

--
PS who is going that I know? 
I want to meet as many of you in person as possible!

#RichTips

The line up for Atomicon 2026, including Richard Moore

When a founder tells me "I'm struggling to convert"

I already know the next thing they're going to say

And it's almost always the wrong diagnosis

"I need more leads"
"My content isn't working"
"I think I need to fix my pitch"

I've heard all 3 a hundred times

And in 23+ years of selling, the actual problem has almost never been any of them

Here's how I separate it:

If you're having warm conversations but they go nowhere:

↳ That's a sales process issue
↳ You're connecting well but you can't move them to a decision
↳ The problem is in how you lead the call, not in how many calls you're having

If you're getting engagement but the wrong people are showing up, or the right people aren't converting:

↳ That's positioning
↳ Your content is attracting attention but sending the wrong signal about who you are and what you solve
↳ More content won't fix this. Better content won't fix this either

If you're discounting before anyone asks, pitching before you've diagnosed or pushing when you should be listening:

↳ That's buyer psychology
↳ You don't fully understand what a decision feels like from their side
↳ And until you do, every call will feel like a negotiation instead of a conversation

Most founders I work with have been throwing energy at the wrong one for months

And that's exhausting.

Because you're working hard on something that was never going to convert

The fix starts with being honest about which one you actually have

- Because a positioning problem won't be solved by a better pitch
- And a sales process problem won't be solved by posting more

When you stop treating them as the same thing, you stop wasting time

Which of the 3 do you think you're dealing with?

--
PS Inside AoS, this is one of the first things we help founders figure out. Because until you know which problem you actually have, every fix feels like guesswork

Try it free for a week here: https://lnkd.in/eHw5fitm

#RichTips

Richard Moore leading the keynote speech at Linktify 2023.

The gap between having a win and having a system

That's what keeps founders stuck in feast or famine.

- You close a great deal
- You feel good for a week
- And then the calendar goes empty again

And you genuinely can't explain why

Because the deal felt like it just happened. The right person saw your content, they reached out, the call went well, they said yes

But which part of that can you repeat tomorrow?

Most people can't answer that.

So they go back to posting, commenting, sending DMs and hoping the next one arrives the same way

Sometimes it does
Sometimes it doesn't

I had a client. Doing hundreds of thousands of euros a year. On her own. Thriving.

Deal after deal after deal
Then 7 weeks
Nothing

And when we spoke she said "I think people aren't into coaching anymore"

I said:
did the world suddenly stop buying?
Or did you stop doing the things that were working?

Because that's what had happened
↳ She'd stopped the correct daily DM work
↳ Stopped positioning herself in her content
↳ Started coasting on the back of a good run

And when the deals stopped she blamed the market.

Now look, I've been through this myself.

In corporate, in my own business, at every level
And it's always the same pattern:

When things are going well, you get a bit fancy
You stop doing the basics

And the pipeline dries up without you noticing until it's already happened

And every time I hit a slump (and we all hit them) I do the same thing:
↳ First I admit there's a problem. And I mean a real one. Not "the market is slow." The problem is me

↳ Then I get honest about what I stopped doing

↳ Then I strip everything back. Kill the bloat. Kill the fancy stuff. Go back to the work that actually puts me closer to a conversation with someone who can buy

↳ And then I commit. Properly. Because solutions don't find me. I need to go and get them

And when I was in my own slump years ago,
I said something to myself that I now say to every founder I work with:
"If it's me, it means it's fixable. And I can fix that"

Because a bad month caused by the market is out of your control. But a bad month caused by you stopping the work? That's the easiest fix there is.

Can you tell me how to repeat your last deal? Or did it just happen?

--
PS Inside Art of Sell we help you build exactly this. A process you follow whether it's a good month or a bad one. So the wins stop feeling like luck.

If you want to see what that looks like from the inside, join the AoS community for free for 7 days: https://lnkd.in/eHw5fitm
Today's session is with a speaker that has worked with Mel Robbins, the Hormozis and Jesse Itzler. Who does your coach work with?👀

#RichTips

Richard Moore hosting his Entrepreneur Business Live charity networking event in London

You can’t scale your leadership without scaling trust.

At small scale, people know you. They see you. They understand how you think.

But at a larger scale, that can all disappear.

At that level, people start to interpret you from a distance:
- Through your decisions
- Through your communication
- Through your consistency

And if trust isn’t there, all your results can start to slow down

This Friday I’ll be live with Simone Schiassi, a former Google Global Director, to talk about how trust is actually built and maintained as you grow into more senior leadership roles.

We’ll be sharing practical experiences from inside complex organisations and answering your questions live.

Friday 27 February
UK: 2pm to 3pm
ET: 9am to 10am

If you lead a team, or plan to, join us live.
And let us know below: what questions do you have for the live stream?

--

#RichTips

Marco Zima Simonella, Jeff Abracen and 1 other connection attending

Follow-ups can kill your positioning
So much so that they're probably in the top 5 things I get asked about

And it makes sense too, since c.90% of all deals that do close required some form of a follow up.

This week, I'm dissecting why they matter so much and where to get them right. 

After all, how you follow up sends signals to buyers on your status in the dynamic between both parties.

And wow - we're now over 19,000 subscribers to this newsletter. 
Thank you so much for all the support and wonderful interactions. I hope you enjoy this week's edition. 

Richard

--
PS a free gift for you all at the bottom of this week's article

#RichTips

Why most sales follow-ups quietly weaken the seller’s authority and stall the deal Salespeople are taught that persistence wins deals. The advice appe

Open article: #12: Stop Sending Follow-Ups That Lower Your Status by Richard Moore • 9 min read

#12: Stop Sending Follow-Ups That Lower Your Status

Wow - almost 18.5k of you are subscribed to this newsletter now.
Thank you.

This week, one news story stood out on LinkedIn News 

Standing far above other stories in volume of readers was the recent data showing 5.2% unemployment in the UK. 

And, while this has an effect on employers and employees alike. Beyond all the job market commentary, I believe this represents a shift in the market that affects buyer behaviour too. 

Thank you as always for reading these each week. I really enjoy producing them.

Looking at the analytics, it's wonderful to see that thousands of you tune in within the first 24 hours to read. 

And to those that share their opinions in the comments and in my DMs, thank you. I always welcome the dialogue.

Have a fantastic end to your week,
Richard

--
PS a free gift for any founders / those of you in sales at the bottom of this week's newsletter :)

#RichTips #newsletter #jobs

Weak economies do not punish everyone equally. But they do expose previously hidden differences. UK unemployment has risen to 5.2%, the highest level 

Open article: #10: The End of Average Salespeople by Richard Moore • 7 min read

The Hormozis, Mel Robbins, Daniel Pink?
Or perhaps Nestle, LA Fitness and B Corp?

Imagine learning from speakers who count these people as their clients 👀

Well, that's the Art of Sell this week 

Join for a free trial here:
https://lnkd.in/eHw5fitm

Often, B2B deals don’t stall because the buyer lost interest.

There's much more going on here. 

They stall because there's a misalignment with the organisation.

You have a great call. They see the value. They agree. Then the deal disappears into “I need to run this internally.”

What’s happening is simple. You spoke to a person, but the decision lives inside a system.

In this week’s newsletter, I break down what I call Stakeholder Physics. 

I also examine the four main roles present in most decisions, and how to manage alignment so deals actually move.

Thank you to the 18.5k subscribers reading these each week. It is all my pleasure to produce them. 

As always, do consider sharing, saving and adding your opinion or reaction in the comments. 

--
Coming soon is an article on agentic AI in selling, with some very special guests contributing! Make sure you're subscribed.

#RichTips

Why individual buy-in creates momentum but group alignment determines whether a deal actually closes. There is a moment in sales that can create false

Open article: #11: Stakeholder Physics: Why Deals Stall Even When Individuals Agree by Richard Moore • 8 min read

#11: Stakeholder Physics: Why Deals Stall Even When Individuals Agree

In 2008, I rode the financial crisis by selling harder

Everyone around me was terrified
And I get it
But I sold harder anyway

And it was one of the best years of my career to that point

I remember the mood in the office. People were scared.

The narrative was:
↳ "nobody's buying right now" and
↳ "let's just wait for things to settle"

So most people did
They waited

And I watched them fall behind.

Because when the market gets scared,
people do the same 3 things every time:

↳ They lower their price
↳ They soften how they show up
↳ And they stop reaching out because they assume nobody wants to hear from them

But the people who are still buying during those times?
↳ They're the serious ones
↳ They have real problems and real budgets and they want someone who carries themselves like they belong in the room

And in 2008,
because everyone else had gone quiet
I had less competition than ever

I've seen this same thing play out over and over since then.

Someone said to me recently "it's really hard for coaches right now"

And I said: no. The company you keep (meaning, the people you hang out with) is struggling. That doesn't mean the entire industry has stopped buying

Someone else told me "communities are dead"

What a load of rubbish.

Some communities are thriving
Others are failing
That's always been the case

And the difference is always who's running them and how serious the people inside are.

Look, I get it.
When things feel uncertain the instinct is to pull back. Spend less, do less, wait for a sign that things are improving

But my manager said something to me years ago that I still say to myself now:

Form is temporary. Class is permanent.

If you're good at what you do, that's a constant.
You don't suddenly lose your ability because the market is having a bad quarter

↳ I've watched people join Art of Sell during their worst month and close their biggest deal 3 months later
↳ And I've watched others tell themselves they'll start when things pick up. ...they're still telling themselves that

What are you doing with this period?

--
PS I've been selling through 3 recessions, a pandemic and every LinkedIn algorithm change since 2018. The playbook hasn't changed.
I know, I know - the marketers are pretending everything is different
But the fundamentals are true: buyers need a particular set of things from you if they're to buy.

And that's what we teach inside Art of Sell
Right now you can join and experience it for free for 7 days: 
Click "visit my website" at the top of this post for more

#RichTips

Richard Moore featured on a panel at the Value Exchange London 2025

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The Battle

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