Sunil Kumar 🏳️‍🌈

☢ As the UK's Most Hated Sales Trainer® 🇬🇧 I'm definitely the nuclear option for you ☢

Only get me in once you've ruled out;

- Firing your weakest performers
- Hiring better salesmen
- Outsourcing your lead generation
- Increasing your prices
- Investing heavily in marketing
- Doing nothing
- Blaming everything else except your salesmen
- Hoping things will change

I'm a diversity, equity and inclusion Champion, except with those who disagree with me.

I'm typically invited in by MDs and CEOs, both within the UK and globally. They have successful and ambitious companies. They believe they have great sales people. However they have, perhaps reluctantly, identified that sales is a bottle neck for growth. 

They can be feeling frustrated at this and are willing to ask the question; Are my sales people really doing the best they can?

I'll be direct, I am not for everyone. Elevating great sales people to A players with sales training is a process, not an event.The reason people say No to me is because they don't want or believe they can control the sales process. They fear change and fear stepping outside their comfort zone.

If you genuinely have frustration about the wasted time and resources spent on proposals, pitches and quotes that go nowhere, maybe I can help. If you are anxious for your sales people to be selling more, for more, to better prospects, but aren't, perhaps I can help. Maybe you're annoyed knowing that your people have the potential to excel, to grow personally and in the process grow your bottom line.

I am challenging. I am brutal in my assessments. I am not hired for hugs and cuddles. I'm not looking for friends. I'm looking to make you money by giving you control by doing less, but better, on purpose for more. That's it!

If you want a very brief, but direct, conversation about whether you really control the sales process and maximise time productively, email or DM me.

uksmosthatedsalestrainer@gmail.com

Benjamin Dennehy

Most salespeople overcomplicate cold calling - after 20+ years on the phone, here are my 10 commandments to make cold calling great again:

1. Little but often (pick up the phone 1-2 hours every day)


2. Call decision-makers only - comfort doesn’t close deals


3. Answer questions with questions so YOU control the frame


4. Only book meetings if there is genuine interest & qualification


5. Understand that emotion drives meeting (so use emotive words)


6. Maximize your connect rates (BetterContact has been my go to lately!)


7. Go for no - fear rejection less and you’ll earn more yeses over time


8.bNever justify your price - clarify what “expensive” actually means first


9. Measure decision-maker conversations - not metrics like dials or talk time


10. Call early in the day - before gatekeepers settle in and calendars get chaotic

What would your 11th Commandment be?


P.S. the Red Sea was easier to part than some “send me an email” requests!

Benjamin D.

The UK’s Most Hated Sales Trainer® Be Better, Do Less, Purposively, For More.

5 everyday objections that sink good salespeople.

(After 20+ years coaching callers, here’s the blunt fix that stops the stall)

You’ve heard them all before:

“We already have a supplier.”
“We don’t have the budget.”
“I need to think about it.”
“Send me an email.”
“This isn’t a priority.”

You nod politely, give a safe answer, and the call drifts.

Then what happens?

- The meeting never lands.
- The pipeline slows.
- Confidence drops.

The worst part → you start believing their excuses.
That’s how careers stall.

Don’t buy their first excuse.
Test it. Push it. Move on fast.

Here’s how:

1. “We already have a supplier.”

❌ Weak: “Would you ever consider switching?”
✅ Better: “Can I ask, is it your brother-in-laws company? No? Then  there's no real loyalty then. Are you telling me, if you believed we were better, you couldn't explore that?

2. “This isn’t a priority.”

❌ Weak: “What would need to change?”
✅ Better: “I’m confused, when you say not a priority, do you mean you don’t see the issue, you see it but it’s not hurting, or something else?”

3. “We don’t have the budget.”

❌ Weak: “If we made it work, any reason not to look?”
✅ Better: “If budget appeared tomorrow, would you move? Or when you say no budget, do you mean you wouldn’t make room even if you wanted this?”

4. “I need to think about it.”

❌ Weak: “If you could decide now, why would you?”
✅ Better: “Fair. Let’s call it a No for now, sounds right? I’d rather you feel in control than carry homework you won’t do.”

5. “Send me an email.”

❌ Weak: “Will you actually read it?”
✅ Better: “Nine out of ten times that’s code for ‘end the call.’ Is that what this is? You won’t hurt my feelings, I’m in sales.”

Do this and you’ll protect your time, shorten your cycles, and only work on the real pipeline.

Ignore it and you’ll waste months chasing ghosts.

P.S. What’s the one line that ruins your cold calls the most?

Do you remember the last time you felt like giving up on sales?

Maybe this will be your saving grace...

I remember a salesperson in Melbourne, beaten by constant rejection.
Every call was another hit to her confidence.

- Her pitch wasn't landing.
- Each "no" felt personal, chipping away at her self-worth.
- She started questioning whether she belonged in sales at all.

Together we stripped her pitch down to what matters:
- Getting prospects to FEEL their pain
- Making them believe she is the clear expert
- Being invited in (no begging)

The transformation wasn't immediate, but it was undeniable.

First came the small wins.
Then bigger ones.

She started hitting her quota - not just once, but consistently.
She outperformed her male colleagues.
The promotion followed.

But here's the real kicker:
She saved enough for a house deposit in Melbourne.

(If you know anything about Melbourne's real estate market, you understand what an achievement that is)

The truth is sales folk get stuck in the same cycle:
- Forced to use sh*tty scripts.
- Using outdated methods
- Having no clear plan

So next time you're ready to throw in the towel, ask yourself:

Is it really you? Or is it the way you've been taught to sell?

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Sunil Kumar 🏳️‍🌈

Benjamin Dennehy

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The Battle

Sunil Kumar 🏳️‍🌈

Benjamin Dennehy

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Engagements

Likes

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