How Dan works
The Room
The Room is the coaching and training stage. It teaches the people who carry your story how to sell it in person and on a call: how to open with a CEO, how to run a value conversation instead of a demo, how to handle the moment it goes wrong, and how to hold a room you did not start out owning. Sales teams Dan has coached have gone on to close more than $1bn.
What does it actually cover?
- Selling to the C-suite. How a CEO, CFO or CRO listens, what they are deciding, and why most pitches never reach the question they care about.
- Value selling. Running the conversation around the customer's problem and the money attached to it, rather than around your product.
- Pitching and presenting. Structure, opening, the story arc, and what to cut.
- Holding the room. Presence, pace, silence, and recovering when a question lands badly.
- Selling on video. The same skills on a call, where you have less signal and far less patience from the other side.
- Bids and complex deals. Coaching a specific live pitch or bid team through to the pitch itself.
Who is it for?
Sales teams, account teams, founders who are still the best salesperson in the business, and leadership teams who have to present to boards, investors or their own people. It works for people who have never been trained and for people who have been trained badly.
How is it delivered?
- A short diagnostic: Dan watches how your people sell today, live or recorded.
- A workshop with the team, built on your own deals and your own story rather than a generic curriculum.
- One-to-one coaching for the people who present, where it is needed.
- Live deal coaching on a real pitch, so the training is proven on something that matters.
How is this different from sales training?
Most sales training teaches a methodology and leaves. This is built on your proposition, in your market, with your deals, by someone who has run commercial transformation inside a FTSE business and interviewed CEOs for the Financial Times for a living. The point is not that your team learns a framework. It is that they can hold a conversation with someone far more senior than them and still be useful.
Is it a one-off or ongoing?
Either. Some teams buy a workshop and a live deal. Others keep Dan on a rhythm through a quarter so the habit survives contact with the pipeline. It is bought on its own, fixed price and fixed scope, like every other stage.
How does it relate to The Engine?
The Engine builds the system: the plan, the tools, the collateral and the go-to-market model. The Room works on the people who have to use it. Most teams need both, but they are bought separately and either can come first.