Get to Know… Anthony Goodwin of Sandler Training

Screen Shot 2016-07-05 at 16.40.21

This month we got to know Anthony Goodwin, managing director of global sales training and business development company, Sandler Training. A Bowcliffe tenant, Sandler employs hundreds of staff across the world and we set out to find out what makes the business so successful, whether or not it’s possible to train a great salesperson, and which truly British dish Anthony’s proud to call his favourite…

Tell us a little about your background, how did you end up where you are today?

My first ‘proper job’ was the best I’ve ever had. Having scraped through University and spending the obligatory year travelling, I joined the Children’s charity Barnardos working as a ‘bail support’ coordinator and then latterly a community worker. I loved every minute of it.

Prior to starting Sandler Training in June 2014, I was Chief Executive of a private equity backed technology firm in the North East. I set the company up in 2001 and we specialised in hi-tech inventory management systems for industry (not the most glamorous of sectors!).

When was Sandler Training set up and how has it grown over the years?

Sandler is a global franchise and has been around for over 40 years. With the headquarters in Baltimore, we operate in 31 countries and 17 languages and are the largest training organisation in the world – although most people have never heard of us!

We’ve been in the UK over 11 years and Sandler Yorkshire is one of 28 Sandler centres in the UK.

Screen Shot 2016-07-05 at 16.40.31

In a nutshell, explain to us exactly what it is that Sandler Training does…

We’re a sales training and business development company. At its simplest we work alongside business’ to improve their sales, be it quality or quantity. Typically we work with business owners and senior professionals who are great at what they do but either feel they aren’t growing their business as fast as they’d like or feel something’s not quite working but can’t put their finger on exactly what.

We do this through training, mentoring and coaching with owners and directors on the one hand and move through to customer service delivery teams and any others who ‘touch’ a client or customer. You’d be amazed how many engineers and accountants we’ve trained to sell!

What does a typical day look like for Anthony Goodwin?

Incredibly glamorous actually – I’m up at 6am, do 20 minutes meditating (no kaftan I might add – only at weekends…) and on to the school run for 7:15. After battling my way in and out of York it’s either client meetings or training on site. Thursdays are the exception when we run our ‘open programmes’ at Bowcliffe – which never feels like work. Then it’s home and often out again ferrying my 2 youngest to cricket, rugby, friends’ houses – all very rock and roll.

What has been your biggest achievement in business and outside of work?

Difficult question! From a business perspective I guess winning a multi-million pound contract with a global automotive manufacturer as a two-man band with no office or infrastructure.

I think my biggest personal achievement was making the decision to move from 13 years of regular 12 and 14 hour days hopping around the country and the world and being a thoroughly grumpy miserable oaf to doing something I love. I wish I’d worked that out 10 years ago! Plus living in Bramham means the commute home isn’t too onerous.

You operate in 28 different locations across the country, what do you think it is that sets you apart from other sales training companies?

A couple of things fundamentally. The first is we focus on are people’s natural ‘style’. You don’t (and never should) have to transform into the back-slapping gregarious lunatic that some perceive a ‘sales person’ has to be – far from it.

Secondly, I think we’re the only organisation that believes highly intensive training doesn’t work. I’ve been on countless ‘boot camps’ for all manner of subjects and whilst they’ve contained some great stuff – their impact wanes significantly after the ‘sheep dip’. We’re entirely focused on long-term reinforcement, small packets of training delivered over an extended period of time. This fits incredibly well with learning (especially adult learning) and enables us to go away from the classroom and put it into practice in the real world.

Sandler training

One of your sales workshops is entitled ‘selling without losing your dignity’ – can you explain a little more about what that means?

Much of what we teach is based on the psychology of selling – or more accurately the psychology of human interaction. A good number of people feel they have to ‘change’ when selling – and the moment we do this we lose our authenticity. Some also become subservient in a selling situation – and that leads to an imbalance. The buyer-seller relationship must be based on mutual respect – mutual being the operative word. The moment we act out of our natural style, try tricky one liners and cheesy closes, we risk not only losing the sale but losing our dignity.

Which training method(s) do you use on clients – is it one that has been created specifically by Sandler?

Our methodology is incredibly simple – we share an insight, get clients to contextualize against the backdrop of their own business and then experience it. I guess the Sandler uniqueness comes in the on-going reinforcement training over time.

How many people does Sandler training employ (does this look set to grow in future?)

Hundreds globally but at Sandler Yorkshire there are 4 of us all from different backgrounds – engineering, pharmaceutical, IT and finance. We have no specific plans to employ more but if the opportunity or need arises we will.

Screen Shot 2016-07-05 at 16.40.14

What are some of the most common reasons that clients come to Sandler for help (help hiring, profit concerns, working in rather than on business)?

Firstly skills. Typically we are called in to help when people don’t really know what to say when they are in a sales situation. They don’t have any consistent questions to ask, don’t know how to tell their clients what they do and sometimes people have become managers of sales people and don’t really know how to get the best out of them or how to motivate them.

Secondly staff. We get involved in ‘X-raying’ their current people and help identifying and selecting the best candidates, this in itself can lead to a significant improvement in sales.

The third reason is some are looking for structure; a structure for prospecting, a structure for sales management or a structure for account management. In essence they’re fed up with having to recreate everything from scratch.

Finally Strategy. We are asked to get involved with organisations who want to develop a clear strategy which enables them to differentiate themselves in the market place, gain market share and drive profitability.

Charlotte-Gale-Bowcliffe-Hall-11x7-5241

In your mind, what does it take to be a great salesperson (And can it be taught?)

20 years ago I had an amazing mentor who was helping develop my business and me personally. The one thing that sticks in my mind was his acronym for hiring people – ASK. He fundamentally believed that people should be hired for attitude, skills and knowledge – and in that order. The latter 2 are easy to acquire but without the right attitude they’re verging on useless.

In relation to sales, it is attitude to three primary areas – the market, the company and self – and the latter is they key component.

So yes, attitude is undeniably important. Is it possible to train a great salesperson? Absolutely. And the core of this is self-awareness, being aware of what makes us tick, how we interact with others and what makes them tick.

What is the very first thing or things you try to understand when meeting a new client for the first time?

Their personality profile as this dictates the way they prefer to communicate. Some demand a direct, to the point approach whilst others prefer softer communication. Once we pinpoint this it tends to lead to a more effective relationship moving forward.

What kind of techniques do you use when working with various clients?

For us it’s more about the attitude but I guess the favourite ‘technique’ our clients love is getting their prospects to close themselves…spooky!

What are some of the most common mistakes sales people make?

Trying to sell. We all love to buy but hate to be sold to.

How have selling techniques changed over the years?

Techniques are changing continually – you only have to Google ‘selling techniques’ and you’ll be presented with a lifetime worth of reading.

A growing area however is emotional intelligence, which is the key to both personal and business success. In essence this is the capacity to be aware of, control, and express emotions and to handle interpersonal relationships – which is at the core of any selling relationship. It’s particularly relevant on a sales call, which can be stressful. By developing emotional intelligence we can better control the process and outcome of a sales meeting.

Whereabouts at Bowcliffe Hall are your offices and what is the view from your window like?

We carry out most of our training in the Morning Room and have an office tucked away on the top floor of the house – as for the view? It’s impossible to describe – you have to pop in to see it!

Charlotte-Gale-Bowcliffe-Hall-11x7-5388-2

When did you move into Bowcliffe?

April this year

Tell us three reasons why Bowcliffe Hall is such an inspiring place to do business…

Three words: people; position; bonkers.

People – the team at Bowcliffe are exceptional; Position – as we all know, it’s a stunning place. Our clients love coming here and geographically it’s perfect for us; Bonkers – well it is isn’t it?

Favourite dish on the Drivers’ Club menu?

I’m truly proud to say the full English breakfast.

Screen Shot 2016-07-05 at 16.40.42

Anything else you want to add?

There’s a glut of office space in the region, there are plenty of venues to host events, there are many beautiful places… we feel privileged to have all this and more rolled in to one – and on my doorstep. Happy days.

Share your social media profiles so other tenants can connect with you:

LinkedIn: https://uk.linkedin.com/in/salestrainingyorkshire

Facebook:

Twitter: @sandler_tonyg

Website: www.yorkshire.sandler.com