Step A: Building a Sales Machine That Lasts

Hello Reader,

As a thank you for being a loyal subscriber, you’ve gained access to a mini course I created – The 7-Figure Sales Programme.

Over the next 7 weeks, you’ll discover how to build a scalable, profitable, and lasting sales engine. This is the same framework I’ve used to help companies grow from struggling startups to seven-figure sales successes.

In fact, just to give you an idea of how valuable this is – I’ve spent the past few years creating the 7-Figure Sales Programme from working with multiple companies.

So this is the most thorough bit of knowledge I can offer you because it’s all my 30+ years of experience that’s been pulled, sifted and rolled into the smoothest ball of sales knowledge you’ll ever find on the internet – big claim because it’s true.

And here’s another whopper: My 7-Figure Sales Programme will become a book. (Don’t tell anyone because it’s still in the works, so this is just between us – but it’s happening!)

Now, you get to be the first to see the programme “behind the scenes” before it’s released to the world as a book. And apart from you, the only people who have seen this programme, and have access to this knowledge are the sales team that I train personally.

Each step in here is engineered to sharpen your strategy, boost productivity, and ultimately transform your business results.

So, now that you know how powerful this is, let’s dive in – welcome to the first week!

Today, we’ll cover the foundation:

Step A — Building.

Every structure needs a solid foundation. Without it, nothing else holds up. In sales, that foundation begins with the Vision and Why, a clear, Unique Selling Proposition (USP) & Service Offering, and strong Plans, Systems, Skills, and Habits.

Now, there are four parts to Step A – Building. So, let’s break these down.

A1. Vision & Why

Your Anchor in the Storm

Think about the most successful leaders and sales organisations. Each has a driving vision and a deep-rooted why that motivates everything they do. Why does this matter? Because sales is tough. There will be rejection, competition, and moments when motivation wanes. Without a clear vision, you’ll drift.

Questions to define your vision and why:

What kind of business do you want to build?
What lifestyle do you envision for yourself and your team?
Why does this matter to you? What personal and professional goals will be achieving this vision support?
When your vision is strong, it becomes a guiding light for every decision. Your why gives you fuel to keep driving on the hardest days.

Example: Imagine a tech startup founder who wants to revolutionise healthcare with a new patient communication system. His vision is to make healthcare more accessible and efficient. His personal “why” is rooted in a desire to improve patient care after experiencing a family member’s health struggles. That clear, emotional driver makes him relentless in pursuing results.

Take 10 minutes today to write down your vision for your business in one sentence. Then, ask yourself why this matters deeply to you. Pin it where you’ll see it every day.

A2. Unique Selling Proposition (USP) & Service Offering

Stand Out or Get Overlooked

Now that you know your vision, let’s turn to your USP. Why should anyone buy from you instead of your competitor? If you don’t have a compelling, clear answer to that question, neither will your prospects.

Crafting a Strong USP:

Be specific. Avoid vague statements like “we offer great service” or “we’re innovative.”
Focus on the customer’s problem. What pain point do you solve better than anyone else?
Highlight a uniqueness. What do you do differently or more effectively than the competition? Alternatively, what do you do or offer that your competitors don’t?

Example: If you’re in financial services, instead of saying, “We help clients grow wealth,” your USP might be: “We specialise in providing hyper-personalised investment strategies for women approaching retirement, helping them secure their financial independence.”

A well-defined USP connects emotionally, demonstrates expertise, and resonates with your ideal customer.

Write down your USP in one sentence. Share it with someone outside your industry. If they don’t immediately understand your offer, revise it until it’s crystal clear.

A3. Plans & Systems

Don't Just Set Goals - Create the Roadmap

Vision is inspiring, but success requires action. That’s where plans and systems come into play. All your plans – for everything you do – is your strategy, while your systems are the repeatable processes that make executing that strategy efficient.

Building Effective Plans:

Set specific goals – How much revenue do you want to generate this quarter or year?
Break down the numbers – How many leads, calls, and meetings will it take to hit your targets?
Create a calendar – Map out key activities week by week.

Systems That Scale:

Lead generation systems (e.g., automated outreach tools or consistent networking schedules).
Follow-up systems (reminders, templates, and CRMs to keep prospects moving through your pipeline).
Sales meeting structures (clear agendas, checklists, and strategies for handling objections).

Example: A SaaS company aiming for £1 million ARR might plan to generate 100 new qualified leads per month. Their system includes using LinkedIn Sales Navigator for outreach, an email nurture sequence, and weekly sales meetings to review progress.

Identify one system you need to build or refine. Block time in your calendar this week to design it.

A4. Skills & Habits

Mastery in Motion

Finally, success comes from consistent skills and habits. Your skills are your technical abilities – like negotiation, objection handling, and presentation. Habits are the daily actions that drive results.

Core Skills for high-level sales:

Active listening: truly hearing what prospects say – and don’t say.
Problem-solving: positioning your offer as the best solution.
Negotiation: reaching win-win agreements.

Key Habits:

Daily prospecting. Top performers schedule time for new outreach every day.
Following up: Too many sales are lost from not following up.
Regular skill improvement. Invest in coaching, training, or learning new strategies.

Example: Imagine a financial advisor who dedicates 30 minutes each morning to reviewing market trends, spends one hour daily on outreach and has a weekly habit of analysing past sales calls to refine his or her pitch. Over time, these small, consistent actions compound into major results.

Identify one habit or skill to improve this week. Schedule it into your routine.

Remember, the path to sales success doesn’t happen by accident — it’s built step by step, brick by brick. Start with your Vision and Why, craft a compelling USP and service offering, put plans and systems in place, and sharpen your skills and habits.

That’s it for today’s lesson.

In next week’s email, we’ll dive into Step B, which involves the most powerful asset in your arsenal!

Until then, keep building.

James