Jason Wyatt, Global After-Sales & Technical Training Manager at JCBJason's selling life began on a paper round, where he learned people were buying conversation as much as newspapers, then took off in an Oxford High Street shoe shop after a training film on features, advantages and benefits transformed his performance overnight. The episode details why the most effective salespeople focus on people, clarity and consistent activity, how to plan the month and respond to a slipping deal (panic, ignore it, or do something about it), staying close enough to customers to sense trouble early, the composure of mentally tough rugby players as a model for sellers, and why organisations overcomplicate what should be simple.