In this episode of the podcast, we dive deep into the high-impact world of sales with one of the most unapologetically effective sales trainers out there — Benjamin Dennehy. Known as “The UK’s Most Hated Sales Trainer,” Benjamin brings a no-nonsense, results-driven approach to sales, focusing on what truly matters to close deals and drive revenue.
From challenging traditional sales tactics to revealing the mindset shifts needed to scale your results, Benjamin shares his cutting-edge strategies that have helped individuals and companies break past sales plateaus. If you’re aiming for billion-dollar results, you’ll want to tune in to hear about the techniques and tools that can propel your sales team to the next level. No fluff, just actionable insights. Get ready for an electrifying conversation that could transform your sales strategy forever!
Episode Highlights Here:
Brett
Before we jump into this episode, I want to invite you to join our community to help you become a better steward scale to billions and ultimately give more or all of it away. All I want you to do is to click the subscribe button right now. I love your support. It’s incredible to see your comments and were just getting started. I can’t wait to go on this journey with you. Thank you so much for subscribing. It means the world to me.
Benjamin
So, a professional salesperson is focused on how they get there, not whether or not they get there, and if they get the how right, whatever happens at the end. You may want the deal, but it turns out it probably wasn’t right for you or the prospect.
Brett
You podcast where we guys, successful entrepreneurs and investors on the journey from millions to billions, play with the Katie scaling and compounding world starts every single day as a mindset practice of stewardship or ownership and applying billionaire biblical principles. My name is Brett Swarts. Each and every episode boring by some of the best real estate entrepreneurial millionaires, billionaires, and they’re all going to share strategies with us so we can level up our businesses, maybe even our sales game, so we can give more all their way to help MVPs, I’m excited about our next guest. He’s out of the UK. His name is Benjamin Dennehy, and he’s in your typical sales trainer. He’s brutally honest, and he’s going to help us all level up as owners of everything con and close more deals with confidence and so much more. Please. Welcome to the show. Benjamin Dennehy, how are we doing?
Benjamin
I tell you what people tell me. I talk fast, but I think you’ve got the I think you win the award. You’re almost like an auctioneer. That’s some good speed you got going on. That is the goal. Thank you, sir.
Brett
For our listeners getting over the first time. Would you give us a little bit would you give us a little more about your story and your current focus?
Benjamin
Okay, so I’m known as the UK’s most hated sales trainer, and the reason is because my approach is quite counterintuitive. It’s very challenging and very uncomfortable. I hold up the ugly mirror, and I explain that the reason most salespeople fail because it’s all their own fault. Most salespeople are losers. Once you’re willing to admit you’re a loser, you can then begin the journey of getting better. And always point out you do this. I’ve been in a room full of hundreds of entrepreneurs, and I asked this question, put up your hand if when you’re at school and your teacher said, what do you want to be when you grow up? How many of you said salesman? And maybe in a room of three, 400 people get one, two hands. Yeah, it’s like, so How the hell did the rest of you end up here? And it’s I needed a job. Sales is the only profession people fall into because I’ve got nothing else to do. This is where you go when you’ve got no skills, no qualifications, you failed at being social worker. It mops up everybody, and because it’s always looking for people, it’s like the proindustry just spits people out the bottom. Once it’s used them up, there’s always room for people to be pumped into it, and so most people who are in it don’t know what they’re doing. They don’t know why they’re there. They have average careers. They’re constantly never making as much money as they want, and they’re always blaming everyone else but themselves. So, my job is to point out that’s your fault. Now learn, you know. So that’s my focus. Is getting salespeople to appreciate that this is why they’re failing, and they hate to hear it, but they know I’m right. Excellent.
Brett
So, what is the number one, most obvious mistake that salespeople are making today go.
Benjamin
Okay, so there are so many number ones, but the number one, I think, is people believe selling is the art of persuasion. It’s not the art of persuasion. People think you’ve got the gift of the gab. It makes you good salesman. No, it doesn’t. It’s not the art of persuasion. Anyone can talk anyone into doing something that is not hard, right? So, but that is not necessarily a skill. So that’s one of the first things. The other one is attachment to the outcome. Most salespeople are emotionally attached to the outcome. They love their product, or they love their service, or they they’re passionate about what they do. And the problem is they can’t see the wood through the trees, and so because they’re so attached to the outcome, they behave and act like somebody that is subservient and servile. Most prospects lead the sales meetings. Most prospects lead the sales process, because most salespeople are too weak to take control. So, a lack of control, wanting to be liked, and emotional attachment, these are the biggest reasons why people fail, and they seem ether all, but they’re easy to fix. No, they’re not. That’s a lie. They’re hard to fix and uncomfortable to fix, but they can be fixed. I should put that’s a better way of putting it.
Brett
Okay, excellent. I like that. Okay, what’s the number two biggest mistake that people are making?
Benjamin
Number two biggest debate that people are making. What would I say is the second one? Well, actually, I didn’t know you’re gonna ask me three in a row. So, we got trying to be like detachment to outcome. You could tie that into the gather, right? The other one is not having control. Control is the fundamental key into selling, and if you’re good at selling, you control the process.
Brett
So, if you like this little, short clip of the interview I just did, click over here to watch the full interview. And. Please don’t forget to subscribe. Thanks so much, everybody. You.
Watch the episode here:
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About Benjamin Dennehy
Benjamin Dennehy is a leading sales trainer and the founder of Sales Matrix Courses, a platform designed to equip sales professionals with the tools and mindset needed to achieve extraordinary results. Known as “The UK’s Most Hated Sales Trainer,” Benjamin has built his brand on challenging the traditional sales tactics that often lead to mediocre results. His no-nonsense, straightforward approach helps individuals and teams break free from outdated methods and focus on what truly works. By emphasizing the importance of disqualification, control, and confident communication, Benjamin’s training cuts through the fluff and delivers actionable strategies that can significantly boost sales performance.
With years of experience working with companies of all sizes, from startups to large corporations, Benjamin has honed his expertise in prospecting, cold calling, closing, and sales psychology. His dynamic training programs and personal coaching have helped salespeople and businesses accelerate their growth by transforming their approach to sales. As a sought-after speaker and mentor, Benjamin continues to make an impact, empowering professionals to reach their full potential and achieve billion-dollar results. Whether you’re new to sales or a seasoned pro, his practical, results-driven strategies are designed to take your sales game to the next level.
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