The talks
Same method.
Different room.
All three run on the same principles and the same method. What changes is the room, and what that room needs to look for.
i
The Forensic Advantage
For science and technology companies selling complex products, services or software. Sales teams and the people who lead them. What a customer asks for is rarely why they would buy, and the reason given for a lost sale is rarely the real one.
You will leave able to walk into the next meeting and find what the customer has not told you, or does not know themselves. Not more demos, not better capability, not a lower price. The real reason they would buy. Do that and you stop discounting to win sales you should have won on merit.
Learning objectives
- Discover what is underneath every sale: find the real reason a customer buys or walks away, and not the reason you think.
- Learn the three stages of the Forensic Eye Method for approaching a sale the way a forensic scientist approaches a case, getting past assumptions to the truth.
- Build a proposal from the customer's own evidence, so buyers recognise their real problem in it and trust it, instead of reading another feature pitch.
ii
Why the data wins the demo but not the decision
For instrument vendors and the distributors that sell for them. Written from the other side of the bench, where the specification is not in dispute and the decision still goes elsewhere.
Your team will leave knowing how the customer actually thinks, and why leading with features quietly costs sales they should win. The sale was never really about the instrument, or the data. It was about what was underneath. This talk shows how to ask the right question and deliver a proposal built on the customer's own evidence.
Learning objectives
- Discover what is underneath every sale: find the real reason a customer buys or walks away, which never appears on the spec sheet, and not the reason you think.
- Learn the three stage Forensic Eye Method for approaching a sale the way a forensic scientist approaches a case, getting past assumptions to the truth.
- Build a proposal from the customer's own evidence, so technical buyers recognise their real problem in it and trust it, instead of reading another feature pitch.
iii
Uncover the silent killer in business
For businesses that know something is wrong, or could be better, but cannot see where to start. The same method applied to the business itself rather than the sale.
The audience will leave this session seeing the business through a completely different lens. In business, as in forensics, the evidence is always there. You just need to know where to look.
Learning objectives
- Uncover the hidden revenue and hidden costs draining the business, the ones that never show up in the numbers you already watch.
- Discover the real cause of stalled growth with the three stage Forensic Eye Method, the way a forensic scientist approaches a case: evidence over assumption.
- Leave with a practical decision-making tool that builds confidence, removes analysis paralysis, and gives you the clarity to act on what actually moves the business.
