How to stop aimlessly pitching, and start being chosen, at the price your worth
Dissecting the Sell
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You're good at what you do
You built a business on reputation and results. Your clients get outcomes.
Your work is genuinely excellent.
And yet.
Discovery calls drift into 'I'll think about it' and go quiet.
Proposals come back with silence. You drop your price before anyone asks you to.
You follow up twice, feel like you're chasing, and let it go.
The gap between the quality of what you offer
and the confidence with which you sell it, that gap is costing you.
In revenue.
In clients who needed you but went elsewhere.
In time spent on conversations that were never going to convert.
Dissecting the SELL, closes that GAP
This is NOT yet another 'Sales Technique' Course
It's not a set of closing scripts to memorise.
It's not about manufactured urgency, pressure tactics,
or becoming someone you're not in order to get a yes.
It's a course for business owners who are good at what they do and are uncomfortable selling it,
and who have confused ethical selling with the kind of selling that makes their skin crawl.
They are not the same thing.
Ethical selling is a diagnosis.
It's listening until you understand what someone actually needs, not what they said they wanted.
It's having the courage to tell them when you're not the right fit.
It's asking for the business when you ARE the right fit,
because if you don't, they might say yes to someone less qualified than you.
That is what this course teaches.
Nine modules. Thirty-four lessons.
A complete sales process, built from your values up.
What you will have built by completing
PERMISSION to sell - Ethical, confident, entirely yourself. The identity shift that makes everything else possible.
Your IDEAL CLIENT Profile - Built from real data — five dimensions, one paragraph, a filter that pre-qualifies before you speak.
The HONESTY Agenda - Your #ADDAZERO framework for the conversation before the conversation. Sets the frame. Changes everything.
THREE levels of Pain - A diagnostic system that uncovers what's really driving the decision — at surface, business, and personal level.
The BAFT Qualifier - Budget, authority, timeline, fit — surfaced naturally as part of the diagnostic. No interrogation. No wasted proposals.
A Proposal that closes itself - Six sections. Their story first. Three options. Presented live — 3–6 hours after you've sent the document.
The Closing Conversation - Four principles. One direction question. Silence as an ally. Always close on something.
Your Post-Sale System - 30-day onboarding, upsell conversations that advise rather than sell, and a referral system that actually works.
Your Transferable Sales Playbook - Documented, measured, and owner-independent. A sales function that works whether you're in it or not.
This isn't a fantasy. It's what happens when you master Dissecting the Sell.
The TRUST Framework
The spine of the course — five stages, nine modules, one complete system.
TARGET - Who you're actually for — and how to attract them before you've said a word.
REVEAL - What's really driving their decision. Surface pain doesn't close deals. The three levels do.
UNDERSTAND - Budget, authority, timeline, fit — qualified before you invest in a proposal.
SOLVE - A proposal that reflects their story. Three options. A closing conversation without pressure.
TRANSITION - The sale doesn't end at the signature. Onboarding, upsell, referrals, and a system that scales.
Who This Course Is For
This course is specifically designed for UK SME business owners who:
You're the primary salesperson in your business — and you do 75–90% of your own selling
You have no formal sales process — just instinct, experience, and occasional luck
You avoid follow-up because it feels like chasing
If you nodded along to any of these, this course is for you.
NINE Modules, 34 Lessons
Each lesson under 10 minutes. Each module completable in a single sitting.
Module 0 — PERMISSION
Most conscientious business owners don't have a selling problem — they have a permission problem. They've confused ethical selling with the kind of selling that makes their skin crawl, and that confusion is costing them clients, margin, and growth.
Module 0 dissolves that confusion. You'll calculate the real cost of not selling well, reframe what ethical selling actually looks like, and make a commitment to the process before you begin.
Module 1 — TARGET
Selling to everyone is selling to no one. The owners who convert most consistently aren't better closers — they're better targeters. They know exactly who they're for, what those people sound like, and what they need to hear.
Module 1 builds your Ideal Client Profile from real data — your actual best clients — and rebuilds your USP in their language, not yours.
Module 2 — HONESTY
Most discovery calls fail before they start — because they have no frame. No shared agenda, no agreed outcome, no permission to be direct. The HONESTY Agenda is the #ADDAZERO framework that fixes this. Set at the start of every serious conversation, it changes the dynamic before either party has said anything of substance.
Module 2 also builds the pre-call system that means you arrive at every conversation prepared, not improvising.
Module 3 — PAIN
Surface pain doesn't close deals. A prospect who has named a problem but hasn't felt it won't invest in solving it — however good your solution is. The Three Levels of Pain framework gives you a diagnostic structure for uncovering what's really driving the decision: the surface symptom, the business cost, and the personal consequence that most owners never reach.
Module 3 teaches you to navigate all three levels with care — and to build a Pain Map so you arrive at every discovery call already knowing where to look..
Module 4 — QUALIFY
Unqualified proposals are one of the most expensive habits in a service business — hours invested in beautifully written documents that were never going to convert, because the budget wasn't there, the decision-maker wasn't in the room, or the timing was wrong. The BATF framework — Budget, Authority, Timeline, Fit — surfaces all four qualifiers naturally as part of the diagnostic conversation.
Module 4 also covers the discipline most owners avoid: how to disqualify cleanly, respectfully, and without guilt.
Module 5 - PROPOSE
Most proposals describe. They open with the owner's story — the methodology, the credentials, the offer — and answer a question the prospect hasn't asked. A proposal that closes itself does the opposite: it opens with the prospect's story, names their pain at all three levels, describes their desired outcome in their own words, and presents three options rather than one.
Module 5 also covers the 3–6 hour pre-send rule — the single most practical change most owners make immediately after completing this module.
Module 6 — CLOSE
If Modules 0–5 have done their work, the close is not a cliff edge. It's a conclusion — the natural end of a conversation that was always moving toward a decision.
Module 6 teaches the four principles of closing (assume forward movement, ask for direction not permission, treat silence as an ally, always close on something), the mechanics of the closing conversation itself, and how to receive objections as information rather than resistance. It also covers the hardest skill in the module: reading the difference between a genuine pause and a polite exit.
Module 7 — TRANSITION
The signed contract is the beginning of the sale — not the end. Buyer's remorse is most acute in the first 72 hours, and the owner who disappears into delivery mode at the moment of signing loses clients they should have kept.
Module 7 builds the post-sale arc: a five-element onboarding process that protects the buying decision, the right moments and language for upsell and cross-sell conversations that advise rather than sell, and a referral system built around the three things most owners get wrong — timing, specificity, and follow-through.
Module 8 - LEGACY
A sales process that lives in the owner's head is a commercial risk and a valuation problem. Everything built in
Modules 0–7 is raw material — this module turns it into a system. An eight-section Sales Process Playbook that documents how sales works in your business clearly enough for someone else to follow. A four-metric dashboard that tells you where in the pipeline you're winning and losing. And a three-stage development path for the Sales Leader who will eventually run the process when you step back.
PLUS
Nine framework cards
One per module. Printable single-page references for your desk, your wall, or your pre-call preparation.
Full video scripts
Every lesson has a complete workbook exercise — not just questions, but structured outputs you'll actually use in your next conversation.
Seventeen standalone resources
Immediately usable tools — not workbook exercises. The Pre-Call System, Pain Map, Qualification Scorecard, Proposal Template, Objection Handler, Onboarding Checklist, Referral Guide, Sales Process Playbook, Sales Metrics Dashboard, and more.
Access to the #ADDAZERO Community
Every delegate joins the same community — alongside Price+Package+Profit alumni and other #ADDAZERO course graduates. Cross-pollination is a feature, not a side effect.
Lifetime access
Return to any module, any resource, any framework card — whenever a new challenge arises or you're developing someone else to run the process.
My Credentials:
International keynote speaker on business growth and scaling
2 successful business exits of my own, and supported over 500 owners to achieve theirs.
MSc in International Business Ethics
Fellowship in Professional Coaching (APC)
Meet Your Instructor
Hi, I'm Jay Allen
Managing Director, My TrueNORTH Limited | Scale & Exit Mentor | Creator of the #ADDAZERO Methodology
I'm the founder and Managing Director of My TrueNORTH Limited, The Ethical Coaching Company. A UK-based business transformation consultancy specialising in helping successful entrepreneurs who feel trapped by their own success.
I've worked with approaching 400,000 business owners across 32 countries. I've personally supported around 850 of them. I've bought, built, scaled, and sold businesses — and lost one to Brexit. I know what it costs when you can't sell confidently, and I know what becomes possible when you can.
I'm a former British Army Combat Medic. Which means I understand diagnosis. Not in a metaphorical sense, in a practical one. The sales framework in this course is built on the same principle: you cannot help someone solve a problem they haven't fully felt. Going deeper isn't manipulation. It's what good diagnosis looks like.
The #ADDAZERO Methodology was built from research into over 150 business failures and validated through 117,000 Business Freedom Assessments via a British Chamber of Commerce partnership. This course is the Sales element of that methodology — made available as a standalone programme for the first time.
My Mission
To transform 100,000 business owners
by helping them achieve systematic freedom through ethical, sustainable business practices,
starting with getting their pricing right.
Our #ADDAZERO methodology has helped hundreds of UK SMEs add tens of thousands to their annual profits,
often within weeks of implementation.
My Approach
No fluff. No theory for theory's sake.
Just proven, practical strategies built on real-world experience and academic research into what actually works.
Course Investment
I still run this, as an in person Masterclass series at our Cheshire ,UK based offices each year, for an investment of £444+VAT
What you're getting:
✓ Nine modules — 34 lessons
✓ Nine framework cards
✓ Seventeen standalone resources
✓ Full workbook exercises
✓ #ADDAZERO Community access
✓ Lifetime access
USE COUPON CODE: O3LNXO4 and access this entire course for just £97+VAT
"The world doesn't reward the best,
It rewards the best who can also communicate their value."
STILL NOT SURE?
Frequently Asked Questions
Q: How long do I have access to the course?
A: Lifetime access. Learn at your own pace, revisit modules whenever you need a refresher.
Q: How long does it take to complete?
A: Most students complete the course in 6-8 weeks, spending 2-3 hours per week. However, you can move faster or slower based on your schedule.
Q: What if I don't have time right now?
A: The bite-sized lessons make it easy to fit into busy schedules. Plus, the longer you wait, the more money you're leaving on the table.
Q: Is this suitable for service-based businesses? Product businesses?
A: Yes! The principles apply to any SME business, whether you sell products, services, or both.
Q: Do I need to have completed your Price+Package=Profit Formula course first?
No. Dissection of a Sale stands entirely on its own. If you've done PPPF, you'll notice how the two courses reinforce each other — but it's not a prerequisite. Start wherever your current pain is.
Q: What if I already have a sales process in place?
Then Module 8 will be particularly useful, as it helps you document and transfer what you're already doing instinctively. The earlier modules will sharpen it. Most owners who think they have a sales process discover they have a set of habits that works for them personally but wouldn't survive without them.
Q: Can I share this with my team?
The course is licensed for individual use. If you want to train your sales team using the #ADDAZERO methodology, speak to us about either team access, bespoke onsite training or licensing the #ADDAZERO Methodology - [email protected]