About the Author
David Yule is a motivational speaker with a world-wide reputation. He has been involved in Sales, Sales Management and Training for over 30 years. He has wide experience in a variety of industries including, Retail Operations, the Financial Sector, the Automotive Industry, Distribution and the Legal Sector. An accomplished speaker David has presented to large groups in the UK on behalf of the Institute of Sales and Marketing and recent speaking contracts have been in Switzerland, Brazil, Australia, New Zealand, Mauritius, Hong Kong, The Caribbean, Poland, Romania, Portugal, Kuwait and Dubai. David qualified with a BSc in Psychology. He also qualified as an Associate of the Chartered Insurance Institute and is a Fellow of the Institute of Sales and Marketing Management. He is an avid reader of business books particularly those focussing on buying patterns and increasing sales. David’s first book ‘Emotional Selling’ was followed by ‘Practical Selling’ which focuses on 87 practical tips for increasing turnover and profit. ‘Ditch the Discounts’ is designed to help CEO’s to build a company that can avoid discounting despite the competition. ‘Plain Selling’ is a no-nonsense guide to selling from a buyer’s perspective. David has developed and delivered training courses, which are based on the psychological needs of buyers and the buying process. His motivational courses helps delegates to learn in a way that gives maximum impact. He has also developed an assessment tool to assist in recruiting and training salespeople. The basis of the tool shows that the conventional approach to sales training is flawed. It normally comes from a belief that there is a correct way to sell and if the correct process is followed more sales will result. The Selling Style Assessment Tool shows there are many ways to sell and being better using your own style is more successful than learning someone else’s style. There are a few words that typify David’s approach; ‘there is nothing common about common sense’ and ‘the obvious isn't always apparent’.