Our Training Programs.

Learn how to build trusted relationships to grow sales.

Many B2B and professional services leaders, consultants and business owners have never been taught how to ‘sell’. As a result, most stick to their comfort zone and go down the path of a traditional sales pitch meeting where they talk all about themselves and their business or offer – which only undermines trust and positions you to build a technical relationship where you can usually only win on price.

For nearly 15 years, Keith Dugdale, co-author of Smarter Selling: How to grow sales by building trusted relationships, has been teaching people the skills and giving them the confidence to able to build trusted relationships to grow sales. Using techniques developed by observing the best-of-the-best professional services sellers in a Big 4 consulting firm in Europe, Asia and Australia, Keith and The Business of Trust team have since trained thousands of people around the world with outstanding results.

The secret is that by switching your focus from the hard sell to building trust and adding value, you will end up not only with better meetings and more satisfied buyers, but more sales as well.

The people and organisations we work with generally say there are three things they get from working with us.

  1. Shortened sales cycles: by focusing on adding value and building trust the work comes in sooner.
  2. Higher margins: by adding true value to decision makers senior executives there is less pressure on price.
  3. Increased confidence: by focusing on embedding their skills in real practice, participant confidence levels are increased and a higher proportion of well-intended relationship plans are actually implemented.

We have a range of online and in-person training programs designed to help you and your team gain the confidence to truly engage prospective clients, become a trusted advisor, and sell smarter.


On-demand sales training for individuals and groups is available through our dedicated online training portal, The Academy of Trust.

The Academy of Trust offers online, interactive, self-paced learning, supported by optional email, 1:1 or group coaching with Keith and The Academy of Trust team.

Our online programs are open for registration 24-hours-a-day, 365-days-a-year – so you can get access to our career-changing tools and techniques immediately. Sign up as an individual and complete the course at your own pace, or join as part of your own corporate team and get support from your own team mates. To find out more about running one of our online programs within your organisation, and the discounts we offer for group bookings, please contact us.

The Academy of Trust online sales training

What are you looking to learn?

I want to learn what the best B2B sellers do to build
trusted client relationships and grow sales.

Join The Client Magnet

6 modules. 50+ videos with more than 10 hours of instructional content. Self-paced, on-demand learning.

I want to learn an easier, more effective way
to get sales meeting with decision makers.

Join The Meeting Magnet

3 modules. 20+ videos with more than 3 hours of instructional content. Self-paced, on-demand learning.

Live Online

For those who would like to undertake training online, but with the support & guidance of a Business of Trust facilitator.

I want to learn online with the support of a facilitator.

Join ENGAGE B2B Sales Training Online

4 x 1/2 day sessions, facilitated via Zoom. Public & Private courses available.


We offer a series of in-person, two-day training programs, which can be tailored to suit the needs of your organisation.


We occasionally run public programs in Australia, New Zealand, South Africa and Europe. To see if we are running any programs soon, please visit our upcoming events page for details. To add yourself to the mailing list for future public training programs, please contact us.

What are you looking to learn?

Learn how
to build trusted B2B
relationships and
grow sales.

2 days
Public and Private courses available
12-16 participants per course

Become an accredited ENGAGE coach to support your organisation or sales team.

2 days
Public and Private courses available
8-12 participants per course

Learn how to think on your feet in any situation, from meetings to presentations and pitches.

2 days
Private courses available
12-16 participants per course

Beyond Training: How To Create Long Term Change

While training is critical if you want to develop individual sales and relationship building skills, for long term success and true cultural transformation within your organisation, training is just one part of the equation. It must be backed up by internal support and systems that encourage and further develop the new skills your staff are being trained in.

Without this, most training is destined to fail.

Case Studies and Testimonials

Want to hear what others have to say about working with us and attending our training courses?

Check out some of our testimonials here.