1
Account won at the level your team is actually capable of covers this investment immediately
5. The Identity EdgeFor Sales Directors & CEOs
Your sales team knows the product. That is not why they are losing.
The gap is not knowledge. It is not process. It is how your people show up when the pressure is on, in the car park before the meeting, in the room when the decision maker pushes back, on the drive home wondering why they went for the smaller account again.
The Identity Edge was built for Sales Directors and CEOs who have technically capable teams producing commercially cautious results. It fixes the gap that product training never reaches.
Your team will finish this programme knowing exactly how they come across under pressure, and what to do about it before the next significant meeting.
Team Programme, Up To 6 People
£4,500
Best Value For Teams
The complete Identity Edge programme delivered to up to six members of your sales team. Each person completes all three modules with personal coaching calls with Andrew at the start and close. One investment. Six transformations. A sales team that sells differently from the week they finish.
- All three modules for up to 6 participants
- Opening and closing 1:1 coaching call per person with Andrew Sykes MCGI
- Direct email support throughout for all participants
- Team debrief call with Sales Director or CEO on completion
- Certificate of completion for each participant
Discuss the Team Programme
Places are strictly limited. Andrew delivers every coaching call personally.
Individual Place, One Person
£748
Two 1:1 Coaching Calls
Three full teaching modules, an opening and closing Teams call with Andrew Sykes MCGI, and direct email support throughout. Places are limited, every coaching call is delivered by Andrew personally.
Ideal for Sales Directors who want to complete the programme themselves before rolling it out to their team.
This course is not sold on a checkout page. It begins with a conversation. Andrew will respond personally.
Module 1 PDF Preview
The Mirror, Seeing Yourself For The First Time
5. The Identity Edge
Module 1: The Mirror
Most salespeople have never seen themselves clearly in a sales conversation. This module holds up the mirror. You will see the mask you built, understand precisely where it came from, and confront the cost of wearing it for as long as you have.
Full course unlocks after your opening call
Module One is released after your opening Teams coaching call with Andrew.
What one commercial shift is worth
6
People transformed in one programme cycle, without six separate training budgets
36
Years of field experience behind every framework, not a textbook, not a template
The question is not whether £4,500 is affordable. The question is what underperforming salespeople are costing you every month this goes unaddressed.
The 3 course modules
Each module has deep content, a real worked example from 36 years in the field, and structured exercises that produce real written outputs. Not reading material. Working documents.
Module 1
The Mirror, Seeing Yourself For The First Time
Hold up the mirror. See the mask you built, understand precisely where it came from, and confront the cost of wearing it. The most uncomfortable module, and the most important.
Module 2
The Car Park, Preparation as Respect
The customer decides in the first ninety seconds. What proper preparation actually looks like, and what the buyer is really weighing up. Preparation is the thing that makes a buyer feel safe enough to decide.
Module 3
The Meeting, Curiosity as the Only Sales Skill That Matters
Listening, not pitching on the first call, finding the gap before you fill it, redirecting price to consequence, leaving with a committed next step. Closes with The Drive Back, the transformation made visible.
What you will leave with
For Sales Directors purchasing for their team, these are the specific behavioural changes your people will bring back to their accounts.
- A clear understanding of the mask you have been wearing and precisely why you built it.
- A preparation standard for every customer visit that makes you the only person in the room who actually understands what the buyer needs.
- The five disciplines of a skilled meeting. Curiosity, listening, not pitching, redirecting price, leaving with a committed next step.
- A drive back protocol. Three questions you answer after every meeting for the next thirty days.
- A letter to yourself. Sealed today. Opened in ninety days. The measure of whether the course worked.
- Two personal coaching sessions with someone who has been in those rooms for 36 years.
About Andrew Sykes MCGI
Andrew Sykes MCGI has spent 36 years in technical sales, not studying it, doing it. He has built sales teams, managed P&L, grown divisions, and watched technically brilliant people consistently produce commercially cautious results.
He built The Identity Edge because the problem was the same every time. The rep knew the product. The rep knew the customer. Something else was stopping them going for the account they were actually capable of winning.
He is a Certified Trainer, holds MCGI designation at Level 7, and delivers every coaching call personally. No associates. No outsourced delivery. Andrew or nothing.
The mask was never you. The art was always yours.
You just needed someone to remind you it was there.
Common questions
A few things people ask before deciding whether this course is right for them.