The 2 Day Business Development Masterclass
Sell Better. Stay Trusted. Ditch the Script.
A 2-day masterclass for field sales professionals who want to have better conversations, qualify opportunities properly, and guide buyers to confident decisions – without pressure, pushiness, or presentation decks full of useless fillers.
Trusted by high-performing field sales teams in sectors where expertise matters and relationships drive results – from wine & spirits to medical and technical sales.
What You’ll Leave With
This isn’t about filling your notebook with clever quotes or walking away with another sales acronym you’ll never use.
It’s about practical, field-tested approaches that work when the pressure’s on – and when the buyer’s not playing ball.
By the end of the two days, you’ll leave with:
- A clear framework for moving every deal forward – or out
- Better ways to start meaningful conversations with the right people
- Tools to qualify without sounding robotic – and without wasting time
- Practical language for discussing value, price, and next steps
- A way to follow up that doesn’t sound desperate
- And the confidence to take more control of your pipeline – without turning into someone you’d never buy from
This is the kind of training people actually use.
(And tell their team about the moment they get back.)
Upcoming Masterclasses – Pick Your City
We run this masterclass in small, high-impact groups – usually around 12 people – to make sure everyone gets the attention and support they need.
Here are the next available locations (click on city for full details):
📍 London – 15th & 16th October
📍 Birmingham – 12th & 13th November
📍 Bristol – 19th & 20th November
📍 Manchester – 26th & 27th November
📍 Glasgow – 21st & 22nd January 2026
📍 Leeds – 28th & 29th January 2026
Each workshop is in-person, practical, and built for field sales professionals who want better results – without compromising how they work or who they are.
What We Cover Across the 2 Days
Each masterclass is interactive, practical, and rooted in the real challenges of B2B field sales. Here’s the structure we typically follow:
Day 1 – Conversations That Open Doors
- Why buyers tune out – and how to stand out
- Building your “first approach” with clarity and confidence
- Planning outreach that sparks real interest (without gimmicks)
- How to earn the right to ask better questions – and which ones matter
- Understanding stakeholder roles, priorities and influence
Day 2 – Momentum, Qualification & Winning the Work
- From curiosity to commitment: helping buyers move forward
- Qualification without interrogation — spotting false confidence early
- Managing multiple stakeholders without going back to square one
- How to frame value, guide decisions, and handle hesitations
- Owning the follow-up — without ever having to “check in again”
You’ll leave with a full workbook, the Selling with E.A.S.E. framework, and a practical action plan you can apply the very next day.
Who This Masterclass Is For
- Field-based sales professionals working in complex, high-value B2B environments
- Salespeople who want to improve conversion rates without feeling pushy or scripted
- Account managers who want to turn relationships into results
- Business development teams who need to prospect with clarity and confidence
- Sales leaders looking to give new starters a strong foundation – or give experienced team members a sharp, practical reset
- Anyone who values practical, live training in a small-group setting — not generic theory or canned techniques
Probably Not the Right Fit If…
❌ You’re looking for “one-size-fits-all” phone scripts and objection flashcards
❌ Your team sells low-margin products in high-volume telesales environments
❌ You believe selling is about wearing people down, not helping them decide
❌ You’re not open to improving how you sell or coach your team
So, What to Do Next?
Join a Public Masterclass
- Click on a city link below to choose the next event closest to you
Need a pro forma invoice for internal sign-off? Request one here and we’ll respond within 24hrs – iinfo@lucrumhouse.com
Or – Bring It In-House
- Customised for your team and industry
- Delivered at your offices or preferred venue
Need to talk it through? Click here to book a chat with Chris
What Others Are Saying
“Great content in a relaxed environment, one of the best sales courses I’ve attended – highly recommended”
Nick Simister: Head of Sales – Avoira Voice and IT Services
“A very thought provoking couple of days with some practical, real world ‘take-aways’ that I am not sure would have come across so profoundly in another learning environment.”
Alex Timney: GEN3 -Technical Sales Manager
“I recently had the opportunity to attend a two-day sales course led by Chris. His ability to translate vast knowledge and experience into simple, understandable strategies has transformed my approach to sales and prospecting. I would highly recommend to anyone looking to enhance their sales skills with practical, impactful guidance.”
Svetoslav Manolev: Regional Sales Manager – Berkmann Wine Cellars
“The workshop was amazing! Delivered in a way that helps you understand, have light bulb moments and genuinely make you feel invincible. I highly recommend training with Chris Murray.”
Emma Moore: Head of Business Development – PHS Group
Want to See More Testimonials – Click Here
Frequently Asked Questions
Who is this workshop for?
This masterclass is designed for field-based B2B sales professionals – especially those in consultative roles, dealing with longer buying cycles, multiple decision-makers, and high-value conversations.
What if I’ve already done a lot of sales training?
Perfect. This isn’t basic sales 101. It’s a chance to sharpen what works, rethink what doesn’t, and leave with a practical system that fits modern buyers.
What makes this different from typical sales training?
No scripts. No “techniques.” No fluff. No role play. This is grounded in real sales conversations, drawn from years of working with top-performing teams. The focus is on confidence, clarity, and commercially valuable outcomes.
Is there any pre-work or post-work?
A short pre-workshop exercise – but other than that – nope. Just turn up with an open mind and a notebook. Most people leave with pages of practical actions they can apply the very next day.
How many people are in each session?
Small groups only – usually 8–12 people max – to allow time for questions, interaction, and application to your world.
Do you run in-house versions for larger teams?
Yes. If you’ve got 6 or more people who’d benefit, we can bring the full masterclass to you. Just drop us a message and we’ll start a conversation.
Ready to Join Us?
If you’re looking for a practical, honest approach to business development – and a sales environment that respects both the buyer and the seller – this masterclass might be exactly what you’ve been waiting for.
👇 Just choose the city that works best for you, and we’ll take care of the rest:
📍 Glasgow – 10th & 11th September
📍 Manchester – 17th & 18th September
📍 London – 23rd & 24th September
📍 Birmingham – 8th & 9th October
Still not sure? No problem. You’re welcome to contact us here
Meet Your Course Leader: Chris Murray
Prepare to be guided by Chris Murray, the visionary force behind the Lucrum House Group – one of the UK’s most innovative training and development organisations.
Chris is not just a seasoned business coach; he’s an inspirational speaker and acclaimed author. With an impressive track record of delivering impactful training workshops and keynote speeches worldwide,
Chris has empowered countless individuals and businesses to achieve unprecedented sales success.
Chris’s bestselling books, including “Selling with EASE,” “The Extremely Successful Salesman’s Club,” and his latest release, “Five Point Prospecting,” have become industry benchmarks.
He was hailed as ‘The World’s Number One Sales Coach’ by the Sales Innovation Expo and featured in LinkedIn’s Top 40 ‘Global Sales Experts to Follow’ list. His expertise has attracted a diverse international client base, including renowned organisations such as Aggreko, SKY, Pearson, Poggenpohl and Carlsberg.
Chris’s passion lies in nurturing businesses and sales teams, ensuring they not only meet but exceed their sales targets.
His valuable contributions to esteemed publications such as CNBC.com, Entrepreneur, and The Huffington Post have cemented his status as a thought leader in the sales domain.
About Lucrum House Group
Lucrum House Group stands at the forefront of innovative training and development organisations in the UK. Our core philosophy revolves around delivering sales, management, and customer service training that genuinely works – no theories, no guesswork, just tangible results.
With a rich history of transforming businesses into sales powerhouses, the Lucrum House Group is your trusted partner in achieving unprecedented sales success.