Apr 2008 – Present · 18 yrs 2 mos · Manchester, United Kingdom · Hybrid

• I founded Lucrum House to give expert-led sales teams the training they actually need - no scripts, no fluff, just proven methods for selling specialist products and services with more clarity, confidence, and results.
• We work with B2B firms in industries where the buyer expects expertise - sectors like wine, manufacturing, chemicals, design, and anything where trust and technical knowledge drive the sale.
• If your team knows their stuff but struggles to close more of the right business, I help fix that.
• What I Do:
• Run in-house sales masterclasses and strategy workshops across the UK and internationally
• Coach sales teams and managers who sell complex or considered products
• Speak at industry events, sales conferences, and leadership offsites
• Deliver training that actually sticks, built around real-world conversations - not roleplay theatre
• Highlights:
• Author of bestsellers Selling with EASE and The Extremely Successful Salesman’s Club
• Host of the Successful Sales Club Podcast
• Clients include Carlsberg, SKY, NHS, Herman Miller, Aggreko, and more
• Named in LinkedIn’s Top 40 Global Sales Experts to Follow
• Described as “The World’s Number One Sales Coach” by the Sales Innovation Expo
• 📩 To book a session or talk about team training:
• chris@lucrumhouse.com | www.1stsalestraining.co.uk

Apr 2008 – Present · 18 yrs 2 mos · United Kingdom

• A company created simply because the drinks Industry shouldn't have to settle for generic sales training companies who lack market knowledge or any actual trade experience.
• We have a track record of helping sales people and their managers recognise the view from both sides of the table, enabling them to become more effective, more productive, more successful - and as a consequence - happier at what they do.
• Our ethos has always been based on delivering sales, management and customer service training that really works. Not in theory and not just sometimes, sales training that really works
• Proud to have worked with a client list which includes Berry Bros. & Rudd, Budweiser Budvar, Jascots, Jury's Inn, Mitchells & Butler, First Drinks, Britvic, Molson Coors, Bibendum, Danebury Vineyards, Thatcher's, Jenkyn Place, LWC, N&W Global Vending, Berkmann Wine Cellars, Timothy Taylors, Paragon Brands, Carlsberg Marstons, East London Brewing Co. and The NEC Group

Apr 2008 – Apr 2022 · 14 yrs

• At Varda Kreuz we have a track record of helping sales people and their managers recognise the view from both sides of the table, enabling them to become more effective, more productive, more successful - and as a consequence - happier at what they do.
• Our ethos has always been based on delivering sales, management and customer service training that really works. Not in theory and not just sometimes, sales training that really works
• We're proud to have worked with a client list which includes Expedia, The NHS, Mamas and Papas, The NEC Group, The RAC, Spectrum Brands, Herman Miller, Ideal Heating, DPD, CAP Automotive, Jones Homes, Myers Group, Hellerman Tyton, Orbit Developments, Spacio Tempo, Vista Panels, Biopta, Dugdale Nutrition, Naylor Drainage, Jury's Inn, Mitchells & Butler, Kal Tire and Advanced Independent Monitoring - to name but a few.

Sep 2001 – Mar 2008 · 6 yrs 6 mos

Jan 1997 – Aug 1999 · 2 yrs 7 mos

Aug 1995 – Dec 1996 · 1 yr 4 mos

Mar 1992 – Aug 1995 · 3 yrs 5 mos

Jun 1990 – Feb 1992 · 1 yr 8 mos