Selling software and technology is one of the most rewarding and challenging things you can do in sales. The products are complex, the buyers are often technically sophisticated, and you're almost always competing against an established supplier who got there before you.

If you're running a small business and you need to get better at selling, the UK sales training market is full of courses built for corporate sales teams with six-figure training budgets, dedicated sales managers, and months to embed new techniques. That's not you.

I've been on both sides of sales training. During 30 years in professional sales, I sat through some of the most intensive training programmes the corporate world offers — and I learned what works and what doesn't.