Richardson Develops Sellers Who Move Buyers Forward
Our focus is simple: we build the capabilities that matter most in the real moments that define revenue.
Richardson is a global sales training and performance improvement company that helps revenue teams build the skills today’s buyers demand. In 2024, we expanded our impact through the acquisition of Challenger, bringing together two of the most influential approaches in modern selling — the insight-led Challenger™ methods and Richardson’s deep heritage in consultative selling and behaviour change. This combination allows us to serve the full spectrum of today’s sellers with the agility, relevance, and rigor the market now requires.
For more than 40 years, we’ve focused on one thing: enabling real behaviour change at scale. Our methodologies reflect how buyers actually make decisions, how trust is built, and how organisations sustain performance in complex environments. We deliver modern learning experiences that blend human insight, personalised digital journeys, and AI-driven reinforcement to help sellers build skills that stick — and leaders see results they can trust.
Our work is consistently recognised across the industry, with honors from Selling Power, Training Industry, Gartner, Forrester, and Brandon Hall that highlight our impact, innovation, and customer outcomes. But awards aren’t the point — results are. And results come from sellers who are equipped to lead buyers through uncertainty with skill, confidence, and clarity.
Sell Forward with Richardson
The Real Problem Isn’t Lost Deals — It’s Stalled Decisions
Buyers today aren’t saying “no.” They’re stuck.
They’re drowning in information, pulled in opposite directions by their teams, and pressured to make the “right” decision in an environment full of uncertainty. AI speeds up their research but adds more complexity. Buying groups keep growing, yet alignment gets harder. Everyone wants certainty, and no one wants to be wrong.
This is the confidence chasm — the widening gap between all the input buyers have and the confidence they’ve lost to act on it. And it’s where most deals stall long before a seller ever hears a firm answer.
If your team feels like they’re doing the work but not seeing movement, the issue isn’t effort. Its capability.
Selling Forward Helps Sellers Lead Buyers Through Uncertainty
The only way to pull a buying group out of the confidence chasm is with a seller who can guide them — a seller who brings clarity when the room is scattered, direction when conversations go sideways, and confidence when hesitation takes over.
That doesn’t happen by accident. It happens through skill — the right skills, built in the right way, reinforced at the right moments.
Selling Forward is the shift from “training as an event” to capability as a competitive advantage. It equips sellers with the behaviours today’s buyers actually need in order to move forward.
Sellers Need Skills That Let Them Shift in the Moment
When conversations get messy, sellers need more than prepared messaging. They need the ability to adjust. To guide. To sense what the buying group needs in that moment — whether it’s a disruptive insight that reframes the decision or a calm, consultative pause that helps the group breathe.
These aren’t personality traits. They’re learnable, coachable skills. And when sellers have them, buyers find their footing again.
This is how forward motion begins.
New Behaviours Don’t Stick Without a System That Reinforces Them
CROs see the pattern every year: sellers leave a training energised — and then real-world pressure erodes everything they learned. That’s because training alone isn’t enough. Behaviour change requires reinforcement woven into daily work.
It takes structured practice. It takes coaching aligned to real conversations. It takes digital tools and reminders that meet sellers right when they need support.
When learning becomes part of everyday selling — not a one-off event — new behaviours don’t fade. They become habits. And habits become performance.
Visibility Into What’s Working Makes Sellers Stronger and Revenue Predictable
Without clear visibility, teams coach blindly, qualify inconsistently, and over-rely on anecdote instead of reality. Deals slow because no one sees what’s actually driving momentum — or what’s quietly blocking it.
When sellers and leaders have real insight into the behaviours that move deals forward, everything sharpens: coaching, pipeline reviews, forecast accuracy, and ultimately revenue performance.
Clarity replaces guesswork. Confidence replaces uncertainty.
This Is How You Build the Skills to Sell Forward
- Adapt Your Approach. Teach sellers to shift in the moment — to read the room, bring clarity when buyers feel overwhelmed, and guide decision-making with confidence and insight.
- Architect for Change. Build a system that turns new behaviours into habit — with practice, reinforcement, and coaching that fit naturally into the flow of work so skills actually stick.
- Analyse Your Progress. Give teams clear visibility into what’s working — so sellers improve faster, managers coach with precision, and revenue leaders finally get a predictable, confident view of performance.
These aren’t just training components. They’re the capabilities that close the confidence chasm — and the capabilities Richardson is uniquely built to deliver at scale.
Closing the Confidence Chasm Starts With Building the Right Skills
Selling Forward isn’t pressure. It’s not more activity. It’s not louder messaging.
It’s the confidence a buying team gains when a seller shows up with the right skills, at the right moment, supported by the right system.
If your sellers aren’t equipped for that, your training isn’t just underperforming — it’s costing you deals.
Selling Forward is the shift your team has been missing. And it’s the one your buyers are already waiting for.
It's time to make real change happen.
Let's talk about the real-world challenges your team is facing and the outcomes you want them to achieve. Call us at +44 (0) 20 7917 1806 or complete the form below to connect with the Richardson team.
Local Experience, Global Expertise
Transforming large international sales organisations requires an understanding of how to balance driving a consistent global approach with the flexibility needed to sell in local markets. Here at Richardson, we take time to understand each client’s global sales footprint, their unique structure, and the critical selling skills that are needed to succeed in each region. We are proud to have over 100 of the most experienced facilitators worldwide who have trained two million sellers, in 50 countries and over 23 languages.
