• The million-minute sales truth

  • The million-minute sales truth

Evidence from a million minutes of sales coaching contradicts some common beliefs about sales performance, write Nicholas AC Read and Ben Laker

Damaging myths about sales coaching have become received wisdom. When researchers set about finding out the truth, they exploded six fictions widely held to be facts.

In a significant international study, regular coaching sessions with salespeople and their managers were run over a two-year period. The goal was to focus on a specific skill, coach the seller to master it, then track its impact. After a million minutes of coaching and analysis, a statistically significant milestone was achieved and variations no longer appeared in the data. The study bust six common sales myths.

Read the article

Published By

Dialogue Review

Published Date

March 2017


“Sales is now an integral part of every role, making this an essential read for all business professionals. The authors of The Salesperson’s Secret Code combine hard data with intelligent insight to show, with verve and skill, how the world’s best salespeople continue to thrive in uncertain times and how others can learn from their success."

Daniel Pink, author of Drive and To Sell is Human


“This is a practical manual for anyone who wants to be better at selling. It is full of useful tips and wise advice from experts who really understand their craft. If you want to close more deals, then this is the book to help you win.”

Luke Johnson, Chairman of Risk Capital Partners, former Chairman of Channel 4 Television, and The Sunday Times columnist

Read more

click to open the Google map

Got a Question?

Contact Us

Transform Performance International
Lower Woodspeen Court
Lambourn Road
Newbury, RG20 8BL, UK
+44 (0)1488 658686
+44 (0) 1488 658684