Our approach

Most people believe that selling is convincing people to buy things whether they need them or not. We believe that selling is helping the customer to make the best possible buying decision; we call this approach DQ Sales®

We sell in the very same way we teach our clients to sell: by collaboratively addressing four questions that provide them and us with the information we need to make the best possible decision about working together:

  • What is the problem you are trying to solve?
  • What is the cost of leaving that problem unsolved?
  • What is the best solution to address that problem?
  • What is the value to your business of that solution?


To diagnose what’s really happening, and to create an approach that really changes things, we utilize a transformational formula developed by Scott Roy:




Results = Attitude + Competence + ExecutionTM

Attitude is the foundation of great performance and the capacity to learn and change.  People who learn to maintain the right mindset – no matter what happens – have a huge advantage over those who can’t do this, people can actually learn how to:

  • Notice when their state of mind is slipping and then return to peak performance in a matter of seconds.
  • Let go of habits that impede performance and…
  • Learn – naturally and quickly – more effective behaviors.


Competence involves learning the art and science of what we call DQ Sales® – a way of selling that is dedicated to the development of your customer’s ability to make a great decision. We call this decision intelligence. This approach earns their trust and equips them to make the best possible buying decision for themselves or their organization.  Sellers need to learn:

  • A framework for selling to their customers – a set of steps through which they will take their customers, first to increase awareness of the problems to be solved and second to find the best solution to those problems.
  • A way of leading customers through these steps that makes every conversation count, that speeds up the entire process, and that ends in one of two ways: qualifying the customer out or closing the sale.


Execution is the skill of applying the right effort; staying on track instead of just staying busy. Sales-people, sales managers, and leaders need to master:

  • Aiming at the exact activities that will deliver sales.
  • Tracking this activity in a way that others in the company know what they are doing, while leaving them alone to do it or offer support that actually works.
  • Learning from everything that happens – good and bad – in a way that avoids complaining, blaming, and wasting time. That leaves more time to talk to customers!

With each client, we design a bespoke way to deliver these R=A+C+E skills.


To accelerate the development of these skills, we teach people how to use Split Attention, a practice that gives them neurological access to the same capacity for brilliance and change that we all experienced during our earliest years of development. This practice was developed by Roy Whitten during his doctoral studies and is grounded in both the ancient art of mindful awareness and the modern science of neuroplasticity.

The programs we design with clients have several key characteristics:

  • We take a holistic approach by considering the entire system, from top to bottom in the organization, and how sales are impacted.
  • We take a collaborative approach with every client, finding ways to involve key people and to connect with the everyone who will be involved in our scope of work.
  • We follow any experiential training with a significant and extended period of embedding, so that what is learned in the classroom is actually implemented in the field.
  • We always measure sales results – both outputs and inputs – quantitatively and qualitatively.
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