Steve Radford has spent 25+ years helping frontline salespeople master the art of selling so customers love to buy. A leader in sales learning and development, he’s founded award-winning businesses, led sales teams from tens to hundreds, and built sales capability for global brands. Steve co-created one of the UK’s first university-accredited sales programs and helped shape the UK Sales Executive Apprenticeship and Diploma programmes. A Founding Fellow of the Institute of Sales Professionals and founder of the Greater Sales Company, he writes practical, no-nonsense guides for reps, managers, and leaders. He’s the author of “How To Sell: Everything you need to think, know and do to have greater sales conversations”.