Peter helps B2B sales team leaders and team members improve their sales results by prioritising their customers' success in every selling conversation.

Our mission is to turn conventional B2B selling inside-out and upside down. We reject adversarial selling techniques like "objection handling skills". Instead, we equip and inspire people in sales roles to focus assertively on their customers' success.Our vision is that salespeople can become increasingly motivated and incentivised to achieve measurable success in delivering clearly defined customer outcomes. This vision is in stark contrast to conventional approaches to sales motivation and incentives that are almost exclusively about delivering only sales results, regardless of subsequent customer outcomes.We stop people from talking about their products and services. Instead, it's all about coaching customers to define success. Together, we can then co-create compelling proposals that all stakeholders can review and refine. This sales process significantly increases the probability of successful outcomes.Our Daily Sales Reset emails help frontline salespeople to improve their Sales Reset skills every day.Weekly Sales Reset Leadership emails equip and inspire sales team leaders to develop the best teams in their market.The members of our online community meet in regular LIVE! practice workshops to improve their selling skills in highly interactive and fun group sessions. 😃

As Owner and Director of Real World Strategy, Peter provided leadership to the business and to his team of colleagues and associates. Peter designed and led online and on-site training programmes with a wide range of individuals and organisations that equip and inspire people to create more value.

Peter has led sales training, and leadership coaching programmes with Webfleet's internal sales teams and with channel partners.Webfleet Solutions, known as TomTom Telematics until October 1st 2019, is one of the world’s leading telematics solution providers, dedicated to fleet management, vehicle telematics and connected car services. Its main Software-as-a-Service solution WEBFLEET is used by businesses of all sizes to improve vehicle performance, save fuel, support drivers and increase overall fleet efficiency.

Peter's role was to work with the Commercial Director and his business development leaders to develop sales leadership and coaching processes. The goal was to increase the quality and extent of engagement with RICS members and customers. The outcome was increasing evidence of value co-creation that underpinned sustained commercial performance improvement.The role of external business development coach was to equip and inspire the leaders of the commercial team with the knowledge, skills and above all, the confidence to lead more valuable conversations.

Peter led coaching and training programmes for doctors as they make the major career step to become consultants within the UK's National Health Service.Key development objectives were to establish high levels of business and communication skills so that these senior doctors with proven clinical competence also become effective senior leaders and managers.

Banbury Symphony Orchestra brings together local professional and amateur musicians to bring the best of the symphony orchestra repertoire to concert lovers in North Oxfordshire. I have played in the orchestra for ten years having learned to play the cello as an adult.Principal achievements as Chairman have been to introduce a more effective marketing strategy that is based on a partnership with the local branch of British Heart Foundation. These developments have strongly supported our excellent conductor in his goal of raising the orchestra's aspirations and in the quality of our concert performances.

The clinical training that junior doctors receive to become specialist consultants is excellent. However, they typically receive much less support to develop their medical leadership skills and their ability to sell themselves in order to secure their chosen consultant appointment.Home Strait has worked with medical trainees since the late 1990's to develop these core competencies. We train and coach junior doctors to secure the consultant appointment they choose because they become the outstanding candidate on the short list.Peter leads the team at Home Strait and also hosts the new podcast "Step Up to Medical Leadership" launched at the end of October 2016.

Fleet Data Insight is an industry body of senior fleet managers and thought leaders who began to meet in September 2014 to share experience and to produce succinct guides to best practice.Success with the face to face meetings led to the emergence of the FleetGeeks online community.At a time when the volume of fleet data is increasing exponentially, the focus of this initiative is how to utilise this data most effectively to improve fleet performance.The primary support for the forum comes from TomTom Telematics, with additional help from partners that include Zurich, the Freight Transport Association and the Energy Savings Trust.Peter has led the development and implementation of the vision and strategy. Peter is currently seeking partners and sponsors to enable an executive team to be recruited and who will have the resources to achieve global growth and impact.

Palletline PLC is the leading pallet distribution network owned by about 70 of the best transport companies in the UK.Peter played a senior coaching and mentoring role to the business owners within the network to improve business development processes, abilities and sales results.As a result of Peter's involvement, many members introduced CRM systems and processes for the first time. The members learned how to win new business by identifying how they can add more value to their customers as opposed to simply offering lower prices.The key result was that business development became a managed process.

Working in a part time interim role, Peter led the business development team responsible for selling Henley's world class MBA programmes.Key achievements included meeting challenging intake targets for each MBA cohort, and laying the foundations for the successful relaunch of a powerful but under-utilised Pivotal CRM system.

Having identified that Customer Relationship Management (CRM) software was becoming increasingly significant, Real World Systems was incorporated in partnership with a colleague who had superb IT skills.We worked with Frontrange and GoldMine and achieved some excellent results with a wide range of clients including TrafficMaster and Unipart.

Real World Training was established to bring together my training experience with my business partner's extensive experience in the UK business supplies market.This was the first time that I had worked extensively with business owners and senior managers in an overall business development role as opposed to simply training. Work with clients became increasingly strategic, with training needs emerging from more clearly identified business development objectives.

As an independent associate, I served my professional apprenticeship in training and development at Spearhead Training.Responsible for leading a wide range of training programmes, my particular strength was leading "Train the Sales Trainer" programmes. I led both open and client specific programmes and learned an enormous amount from the delegates on my programmes.

I had benefited from excellent sales training at Kalamazoo. As I found myself competing with other salespeople in the engineering market, I realised that many had not had any sales training. I set up Peter Button Associates to provide sales training primarily for industrial and engineering sales teams.My first and best client was Bridgestone Tyres, with whom I worked successfully for two years.

I worked with Gesipa initially as an employed salesman and then as a manufacturer's agent.Successfully approached and introduced their largest distributor as Gesipa pursued a strategy of reducing direct accounts.

Kalamazoo gave me an excellent foundation for my sales career. At the time, their sales training was widely understood as being the best.I learned a great deal, enjoyed considerable success and will always be grateful for a great start in selling based on asking excellent questions.

First job, fresh out of university. I joined a management training programme and became the youngest shift production supervisor.Learned a great deal about real world production issues and managing people under presure.Introduced PC based reconciliation processes on a twin floppy Sirius!