Masterclasses and Webinars

Philip has been running half day ‘Masterclasses’ for clients at venues of the clients’ choosing for years. Back in the day when we didn’t worry about meeting up in person they were called ‘seminars’ – or ‘In-house seminars’. Some clients called them ‘workshops’. For the ‘Covid Period’ ~ they were ‘Webinars’.
Now, in 2024, Philip is mainly running face-to-face seminars but still offers the option of webinars.
Whether it’s for a handful of people from the same company, over 100 of the management team from the same organisation or clients inviting their clients and customers and guests to a seminar with Philip, he runs them for a wide variety of clients. The client chooses the date, the venue (or teleconferencing method) and the content but Philip typically covers;

  • How to be more persuasive and influential 
  • How to become a ‘trusted advisor’
  • How to hold the right price and discount less

Philip’s whole career history is steeped in Business Development. From Procter & Gamble to setting up his own advertising agency; his track record of getting new clients is, to use a client’s expression, ‘World Class’.
He has learned what clients want and what they don’t. He has learned what works and what doesn’t. In building a business from zero to £48m in 17 consecutive years of profitable growth he made many mistakes. And he learned more from the mistakes than from the many successful pitches to blue chip companies. His bespoke, morning ‘Masterclass’ programmes usually form a trilogy over three half days (usually over many months) with the focus very much on how to develop relationships and become more persuasive and influential through understanding the whole psychology of why we do what we do. 
Below is a typical format for three sessions but each morning Masterclass (typically 9am to 12.30pm) or Webinar (typically one hour) is tailor made to the needs of each client:

Session 1: The Psychology of Influence and Persuasion

  • First impressions ~ how they’re formed and how to form a good one
  • The ‘Facts, Feelings and After Effects’ of every conversation
  • Reading body language, tone of voice and the ‘tells’
  • The most persuasive expressions you can use
  • The difference between persuasion and influence
  • Our seven psychological drivers (Or ‘What makes us tick’)
  • How to build your reputation and gain credibility
  • How to get your own way more often
  • The difference between ‘intent’ and ‘impact’
  • The top ‘Killer Questions’ that guarantee to help your relationships
  • The five keys to persuasion and influence
  • How to close the sale without sounding like a salesman

Session 2: The Sigmoid Curve and how to be a ‘Trusted Advisor’

  • Why The Beatles, The Titanic, the Roman Empire and Gerald Ratner really failed
  • The bell shaped curve, the role of ‘enough’ and “Is that enough?”
  • How to develop ‘Intellectual Trust’ and how to measure it
  • Harvard Business School’s three ‘Rules’ for successful businesses
  • The seven reasons people don’t buy and how to counteract them
  • All you need to know about time management
  • How to understand, manage and exceed expectations
  • How to handle difficult questions, objections and difficult situations
  • How people choose and how to get people to choose what you want them to
  • The importance of ‘Show me you know me’ and ‘I saw this and thought of you’
  • Constructive criticism – what it is and how to do it 
  • Everything you need to know to deliver excellent customer service

Session 3: Negotiation, The ‘Rules’ for Discounting and How to Hold a High Price

  • The triangle of Efficacy, Time and Cost
  • How people buy emotionally and justify logically and what to do about it 
  • The seven psychological R.E.A.S.O.N.S. people buy
  • Basic, Better, Best, the ‘endowment effect’ and the ‘compromise effect’
  • Negotiation – and the real meanings of ‘Value’ and ‘WIN-WIN’
  • Five proven techniques to save money and make money
  • The final ‘Killer Questions’ that allow you to negotiate more successfully
  • How to discount less, charge more and hold a high price
  • How to increase average order value
  • The percentage fallacy in buying and selling
  • How words like ‘typically’, ‘realistically’, ‘currently’, ‘given’ and ‘yet’ change what people think 
  • How to influence behaviour in the long term

“You distilled a lifetime’s knowledge and experience into one morning. I can’t think of a more enjoyable way to cover such important content. Excellent.”

Ged Shields

Marketing Director, Ronseal

“It was a top class session and really challenged our way of thinking. The team left energised after a thought provoking and insightful morning.”

Fergus Bailie

CEO, The Baird Group

“After three thought provoking, inspirational hours with Phil discounting is a rare exception and our quarterly target was smashed! The team now exude a quiet confidence I’ve not experienced previously – and Phil’s input was the key catalyst.”

Tom Hall

MD, Alitex

“The feedback from the management team was universally positive. Superb content coupled with excellent delivery meant there was something for everyone – an incredibly valuable session.”

Chris Norman

General Manager, Johnson & Johnson (DePuyUK)

“Several weeks on I continue to receive great feedback from our Partners. A powerful and thought provoking session which delivered in spades against our objectives for the day.”

Tim Willis

Regional Director, St. James's Place Wealth Management

“Insightful, thought-provoking and the ‘Killer Questions made it practical and useful. It was a lot of fun too.”

Andrew Thomis

CEO, Cohort plc

“You really raised the awareness of our brand values and relationships and challenged their mindsets that price is the driving factor in the sales process. We’ve used you in Paris, Prague, Killarney and Birmingham and I’m sure we’ll use you many times in the future as you bring the learning experience alive.”

Phil Cooper

Managing Director, Mölnlycke Health Care

“A truly inspirational speaker – the best I’ve ever seen.”

David Ireland

Squadron Leader, Ministry of Defence

Recent Clients