Who should attend

Sales Director / VP

Owner / CEO

Strategic Development

Program Overview

No matter how financially secure an organisation is, it will ultimately fail if the required bottom line is not realised. Leader takes a naked look at the sales strategy, we lay bare the why, why are you in the sector, how will you sustain your margins and growth, what true value do you bring to your clients? The one-day course draws on industry best practises and challenges you as a business owner to grow your salespeople and your client portfolio to mirror image your vision for the business you created.


We know your time is valuable and we want to add real and meaningful value to you, we are not about “think outside the box” theory. The Leader course is the only one of our courses where you must pre-qualify before Stephen will take you on as a client, why because he wants to be able to help those who truly want helped.


Most organisations start with some capital and are focused on delivering their product or service and getting paid, we get it. But its now time to accept, is your business today by design or default? Change is hard which is why Stephen only works with leaders who recognise they have to change.


Leader focuses on the Four key areas of any successful business leader.

  • The Vision

  • The Culture

  • High Pay-Off Activities

  • Key People in Key Jobs

Stephen mccomb sales leadership training program

Learning Objective

You must qualify for the Leader training course. Only business leaders who can demonstrate that they are ready for change, that they want a business, employees and customer by design and not by default. That their vision, values and culture is more important than any other aspect of their business will be considered. And yes, we really do turn people away.


  • Convey your vision for the business future

  • A work culture by design and not by default

  • Develop Key People in Key Areas

Sales Management

  • Setting the Standard

  • What is the best way to sell?

  • Managing Objections

  • Design and implement a Sales Playbook

  • Non-Performing salespeople


  • The infinite Vs finite game

  • Why others are ahead

  • When your product or service fails

  • Product Offering life cycle

  • Embrace and harness technology in sales

  • Sales Change Process

  • Data Intelligence

Program Approach

Training is not a one and done, it is a lifelong process of being committed to sales excellence, knowledge of the tools, systems and processes and how to improve on the results. The approach Stephen McComb uses includes:

Customisation: For all closed courses we provided scenarios and content that are specific to your industry. We do our homework before the workshop and then tailor the modules to be most relevant and effective for your learning needs.

Tools: We provide the systems and processes that can be easily implemented by sales individuals and by the wider sales team.

Learning through Action: In the same way that a sports team practise and train before a game, we have participants put into action what they have heard and the notes they have taken.

Learning and Understanding: Salespeople are provided with a wealth of knowledge in the sales training documents along with best practises from leading organisations from across the globe.

stephen mccomb sales leadership course


Leader is an instructor-led training course over two full days. The course can either be held on your business premises or alternative at an external site such as a local hotel of your choice.

Leader will also be held as public courses in the following cities in 2020. Abu Dhabi, Atlanta, Auckland, Belfast, Charlotte, Cork, Dallas, Denver, Doha, Dubai, Dublin, Fort Lauderdale, Kuwait City, Manama, Melbourne, Muscat, San Diego, Seattle, Singapore, Toronto and Vancouver

Please contact us for our schedule.


​​The Leader course challenges your Why, How, Why. Discover the importance of by design verses by default in your team, sales and customers.


  • Why people need leaders

  • What defines a leader

  • Designing your persona

  • High Pay-Off Activities

  • Urgent Vs Important

  • Conveying your vision

  • Let the employees know how the business makes money

  • Why Culture matters

  • Accountability and Culture

  • High-Performance Culture

  • Employee Engagement

  • Developing Key People

  • Business Ethics


  • Establishing a foundation of Customer Service Excellence

  • Outstanding Customer Service

  • Phone-based Customer Service

  • Writing Customer Service Emails

  • The Four Communication Building Blocks

  • Tonality and personal persona

  • Effective Listening

  • Building Rapport

  • Communication for Common Situations

  • Engaging with customers

  • Exceeding Expectations

  • Putting yourself in the customer's shoes

  • De-Escalating Intense Situations

  • Working with Upset Customers

  • Solving Problems

  • Creating Customer Value

  • Building a strong approach

  • Resilience


  • The infinite game

  • Hearts Vs headcount

  • Worthy rivalry

  • Product offering life cycle

  • Customer channels traditional Vs new

  • Embrace and harness technology in sales

  • Measuring Sales Performance

  • Sales Change Process

  • Developing a system and processes

  • Implementing a new system and processes

  • Stress testing for future threats

  • Managing experts and high performers

  • What is the sales manager’s real role?

  • Setting the standards


Thousands of hours of research have been given to each training course along with Stephen McComb own sales experience which surpasses over 20 years. We draw on institutions like McKinsey, PwC, Roland Berger, Bains & Company and so many more to bring you the latest market thinking and statistical data. Leveraging company best practices, we examine industry success stories and strip back why failures occurred.

Stephen is currently writing his first book on sales – The law of the Sales Jungle, with the book, well underway in its first draft it is scheduled for release in May / June 2021.

Stephen McComb how to sell

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