In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Vinit Shah, founder of the London School of Sales. Vinit shares his unconventional path into sales and the insights he’s developed across industries like manufacturing, market research, and sales education. The conversation explores why most training fails to stick, how leaders unintentionally set their teams up to fail, and what it really takes to build high-performing sales systems.Why Training Alone Isn’t Enough (14:38)Vinit explains why many sales leaders mistakenly focus on training when their issues stem from deeper structural problems. He shares how his own research into how the brain learns led to a modular e-learning platform and a shift in focus toward diagnosing root causes within sales organizations.Why Founders and Technical Experts Struggle With Sales (17:45)Vinit talks about his success helping technical founders and engineers overcome their discomfort with selling. By reframing sales as a structured system rather than a personality-driven game, he connects with builders and helps them align their strengths with commercial outcomes.Introducing the SMART Selling Framework (22:11)Vinit unpacks his SMART methodology Source of Pain, Mindset Shift, Architecting the System, Reinforcing Leadership, and Targeted Training. It’s a practical, scalable approach designed to transform fragmented sales efforts into integrated systems that support consistent growth.Learn more about the London School of Sales here.

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