How I Closed a £30,000 Consulting Deal Without Once Asking for the Business
The SECURE Sales Framework: a six-step, values-aligned sales process for founders and MDs of B2B services businesses who want to close with confidence and stay true to who they are.
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The sales problem nobody in your world talks about honestly
You are on a call with a prospect. You know this person could genuinely benefit from what you do. The conversation is going well. And then, somewhere in the middle of it, you feel a subtle shift inside you.
The commercial pressure creeps in. The deal matters. The revenue matters. And in that moment, something changes. The questions get a little sharper. The listening gets a little thinner. You stop being a peer having a conversation and start being a founder trying to close a deal.
The prospect feels it too, even when they cannot name it. And the conversation loses something it had ten minutes ago.
That is the implementation gap in sales. It is the distance between who you are when you are at your best and who you become under commercial pressure. It is what happens when your values are genuine, your intentions are good, and your process is non-existent.
The problem is almost never confidence. It is almost never effort. The problem is the absence of a structured, repeatable process that reflects your values. When the process is missing, instinct fills the gap. And instinct under pressure rarely looks like the leader you are trying to be.
The SECURE Sales Framework solves that problem.
Six steps. One framework. A sales conversation your whole team can run.
Built on neuro-linguistic programming (NLP) principles and field-tested across 35 years of sales conversations, designed for purpose-led founders who want to sell well on their own terms.
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You will discover the one step most founders skip entirely on every sales call. It happens before you say a single word and it determines the outcome of the whole conversation before it begins.
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Revealed: why trying harder on the close is the precise thing that makes your prospect pull back, and what to do in the conversation long before you ever get there.
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You will find out how to build rapport that goes deeper than small talk, so your prospect tells you things they would never share with a traditional salesperson, because the conversation feels like a peer discussion rather than a pitch.
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Here is the truth about your unconscious mind: it is broadcasting your internal state to your prospect in real time, in your tone, your pace, your energy, before you have said your first sentence. The guide shows you the simple practice that puts you back in deliberate control of it.
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You will discover the precise moment most purpose-led founders lose the deal. It sits between UNDERSTAND and RELATE, and this guide shows you exactly how to handle it.
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Find out what becomes possible when your whole team runs the same values-aligned process with the same standards, and you are freed from being the only person in your business who can land a new client.
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After 35 years of sales conversations, I identified why a confusion-free close is the natural result of doing every earlier step well. This guide shows you the sequence.
A framework so well practised it becomes automatic
Each step has a specific job. Together they create a conversation your prospect experiences as consultative, respectful, and clear. A conversation that makes their decision feel logical rather than pressured.
Set your internal state before the conversation begins. Your unconscious mind communicates before you say a word. This step puts you in deliberate control of what it broadcasts.
Build genuine rapport that runs deeper than small talk. When ENGAGE is working, your prospect relaxes and tells you things they would never share with a traditional salesperson.
Ask strategic questions that move the conversation forward. You are listening for 80% of this stage. Your job is to create space for your prospect to surface what is really happening.
Uncover what they truly need beneath the surface problem. The presenting issue and the real issue are almost always different conversations. This step finds the real one.
Connect your solution directly to their specific situation in their own language. When RELATE is done well, it feels like a logical next step, not a pitch.
Guide them to a clear decision by removing confusion and uncertainty. By this point in the framework, you have earned the right to ask. EXECUTE is simply good service.
Chris Hallett
I founded Wave Communications Group after more than 35 years working across corporate programme management, sales, and leadership development. I have worked with FTSE 100 organisations including Manchester Airport and Heathrow, closed a £30,000 consulting package from a single speaking event, and spent the last decade working directly with founders and MDs of B2B services businesses who want a business that reflects their values in every decision, including the commercial ones.
I am a certified Trainer of NLP, Time Line Therapy®, and Hypnosis. My work is built around a single insight: the distance between a purpose-led founder's intentions and the automatic behaviours of their business under pressure is an implementation gap, rather than a knowledge gap. Closing that gap is what the Purpose Before Profit Programme exists to do.
The SECURE Sales Framework is one slice of that programme. It is the place where your values and your commercial goals stop competing and start working together.
One month after working with Chris I had my best sales month ever. Conversions up by 50%.Alex · IT Service Provider
What becomes possible when SECURE becomes your default
Picture your next discovery call. You arrive at it clear and curious. Your unconscious mind is settled. Your full attention is on the person across from you, rather than on the deal you need to land. The rapport builds naturally. The questions go deeper. Your prospect feels understood rather than sold to. The decision feels obvious to both of you.
Sales conversations become a true reflection of your values
Your team uses the same process, with the same standards, without you in every deal
Conversion rates rise because prospects feel heard before they are asked to decide
Sales cycles shorten because confusion and uncertainty are removed from the process
You stop dreading the close because it is the natural outcome of the conversation
New team members onboard into a real sales process, rather than simply shadowing you
Download the guide and take the first step toward sales conversations you are proud of
Free. Instant access. A values-aligned, six-step process built for founders and MDs who want to sell well on their own terms.
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