I don’t know about you, but I don’t know anyone who bought something because the salesperson said “we were founded in 1922″, “we have 300 employees” or “here’s a map to our offices”. Customers buy when they know you’ll improve their future.

England’s Cricket Team is proudly sitting on our perch as the world’s leading Test Match side. A fantastic – and, when you consider where we were a few years ago, scarcely believable – feat. There are hundreds of contributing factors, but one that jumped out at me was how people describe their roles.

Awarded the title Britain’s Sales Trainer of the Year, and described by AstraZeneca’s Global Communication Director as “a genius, whose advice can’t be ignored”, Andy’s insights stem from the fact his Mother is blind.