Glen Williamson Reveals the Secret to Building Unbreakable Client Bonds

S2:E5 - In this episode of Secrets of Learning and Development, hosts Julia and Valerie welcome Glen Williamson, a visionary sales coach with nearly four decades of experience. Glen has transformed the concept of selling, introducing an approach he calls coach-based selling, which combines human psychology with cutting-edge sales techniques to create genuine connections and purpose-driven success.

Glen shares his journey from corporate sales director to self-employed coach and consultant, revealing how he discovered that the essence of effective selling lies in understanding and connecting with people. He discusses his signature methodology, which emphasises authenticity, self-awareness, and building lasting client relationships. With a unique blend of insights from sales, psychology, and coaching, Glen offers practical advice on creating robust sales processes and playbooks that drive measurable success.

In addition to his consulting work, Glen introduces his new app, The Art of Selling Academy, designed to support sales professionals and business owners in navigating the sales cycle with ease. This app, along with his live coaching and resources, empowers users to continuously refine their skills in an ever-evolving market.

Key Learnings
The Importance of Self-Awareness in Sales: Glen’s coach-based selling approach begins with the concept of “knowing yourself.” He emphasises that self-awareness is essential for any sales professional, as understanding your own motivations, strengths, and values enables you to genuinely connect with clients. By aligning your approach with your personal purpose, you build trust and authenticity, which are crucial for successful, lasting relationships.

Building a Robust Sales Process: Glen discusses how having a well-defined, consistent sales process is the foundation for sales success. He highlights the importance of breaking down each stage of the process, from qualification to closing, and using playbooks to guide teams towards consistent outcomes. This structure not only provides clarity but also enables teams to learn from each stage, making improvements that drive continuous, measurable growth.

Guest Information:
glen@glenwilliamson.co.uk
https://www.linkedin.com/in/glenwilliamson1/
https://theartofselling.co.uk/

Podcast nominations 2025

Chapters

• 3:02 Introduction
• 4:36 From Sales Director to Sales Coach Career Transition
• 7:01 Building Systems and adding value
• 8:03 Human Connection, importance of behaviour in sales
• 15:56 Glens 5 levels of Selling
• 20:57 Creating an Organisations Playbook
• 27:40 The Art of Selling Academy
• 30:50 Authenticity in Sales