Let me tell you how I sold the Tesco delivery driver on a cup of coffee. Now I didn’t literally SELL him a coffee, but I sold him on the IDEA of having a coffee. Because look, you’re always selling.

Whether you’re selling a customer on a new service, or a member of staff on a new procedure or your kids on what time they’re going to bed.

You are either selling, or you’re being sold to.

So it stands to reason that becoming better at selling (or influencing) is an important skill to master.


It’s a Saturday morning and it’s raining and the Tesco van pulls up.

Now I don’t know about you, but I’m always well impressed when my shopping rocks up and get genuinely excited.

As the old guy emerges from the van, I shouted “Would you like a coffee?”

To which he replies “No thank you, I don’t have time. But thank you.”

So without missing a beat, I waded straight in with “A hot, freshly ground, cup of the best coffee you’ve had all week.”

And he said “Go on then, but just half a cup.”

Now although he objected to my proposition, look what I did…..I ignored it.

I gave it no energy at all, and instead I stayed in the sale.

Most people tackle the objection, which only gives that energy and makes him dig his heels in.

Had I done that and said “Come on, of course you’ve got time.” He would have said “I really don’t I was late to start, I got stuck in traffic and I have loads of deliveries to make.”

He would have fueled the objection.

Instead, I focused on the sale and kept the energy there.

Now he only said “Half a cup.”

But what do you think I did? That’s right, I sold him on the idea of having a full cup AND a biscuit (Jammy Dodger no less).

I made the sale and I promise you it brightened his day and in turn, the lives of the people he met.


If you believe in what you’re selling, MAKE the sale.

Give no energy to the objection, instead, REMAIN in the sale.

As soon as you sell, SELL AGAIN.

I bloody love selling.

So if you or your team want to massively improve your sales processes and you think you’d benefit from a half or full day session with me, drop me an email and let’s make it happen!!!

James Ashford

James Ashford

James is the Founder of GoProposal, Director of MAP., Keynote Speaker & Bestselling Author of "Selling to Serve". He helps accountants and bookkeepers around the world to price more profitably, sell more confidently and to give significantly more value to their clients.