Business Development Training

Practical business development training designed for specialist sales environments where trust must be earned, credibility matters and commercial conversations need handling properly.

Specialist sales teams rarely need more pressure. But they do need more structure.

Many specialist B2B sales teams are full of knowledgeable, credible people who care deeply about their customers and their reputation.

But over time, commercial problems still start to appear.

Opportunities are missed.
Account growth becomes inconsistent.
Business plans rely too heavily on optimism.
Sales managers spend too much time firefighting instead of leading.
And teams become so busy they lose sight of what could actually move the business forward.

Built for specialists who care about their reputation

Most specialist salespeople were never trying to become “salespeople” in the traditional sense.

They built credibility through knowledge, reliability, relationships and expertise.

Which is often why generic sales training feels uncomfortable, overly aggressive or disconnected from the reality of specialist B2B selling.

This training is designed for commercial environments where trust matters, buying cycles are longer and opportunities are won through better conversations – not pressure, scripts or manipulation.

Business Development Masterclasses

Practical in-person masterclasses designed to help specialist B2B sales teams create more opportunities, grow stronger accounts and handle commercial conversations more confidently.

Open workshops are held throughout the year in locations including Manchester, London, Glasgow and Dublin.

[View Business Development Masterclasses]

In-house business development training

For businesses looking to develop their wider commercial team in a more tailored environment.

In-house programmes allow the training to be adapted around your sector, commercial challenges, account structures and sales environment – making the learning far more relevant to the day-to-day reality of the team.

[Enquire about in-house training]

What people say

“If anyone thinks that sales training is all the same, think again. Chris really makes you think about what you’re doing from your customer’s perspective. Quite simply the best business development class I’ve ever attended.”
Stuart Netting
Business Development Manager, Octane Finance

“I was a bit suspect beforehand having been on other courses over the years. To my immediate surprise I found the course really enjoyable and beneficial, conveyed in a manner that was believable and easy to relate to.”
Sandy Rankin
National Account Manager, Refreshment Systems

“I would recommend Chris Murray to anyone but our competitors.
The most immediate effect of the training was a renewed energy in the team which translated to:
• More appointments – up 5% year-on-year
• Better conversion rates – a 15% improvement
• More profit
Our business is now reaching the end of its financial year with turnover tracking up 25% year-on-year.”
Miles MacInnes
Former Masterclass Delegate

Explore the masterclasses

At the helm of Lucrum House is Chris Murray, renowned as ‘The World’s Number One Sales Coach’ by the Sales Innovation Expo. With a remarkable track record, Chris has become synonymous with transformative sales training. His books, including international best-sellers such as Selling with EASE and The Extremely Successful Salesman’s Club, have inspired countless professionals worldwide.

Whether you’re looking to strengthen prospecting, improve account growth or build a more commercially confident team, the masterclasses are designed to help specialist B2B teams develop more structured and effective approaches to business development.

View Open Workshops
Enquire About In-House Training