Episode Details

In this episode of Brad interviews communication expert Andy Bounds, who shares his insights on how to influence and sell without sounding overly salesy. Andy introduces the concept of "afters," emphasising the importance of focusing on the outcomes and experiences that clients will gain from working with you. Andy discusses the significance of storytelling in sales, explaining how personal experiences shape effective communication. 

KEY TAKEAWAYS

• Focus on Afters: When communicating with potential clients, emphasise the "afters" – the benefits and outcomes they will experience after working with you, rather than just listing credentials or services.
• Experience and Outcomes Matter: It's essential to provide both a positive customer experience and tangible outcomes. Clients want to enjoy the process while also achieving their goals, such as increased sales or saved time.
• Use Stories to Sell: Instead of relying solely on facts and credentials, share relatable stories that illustrate how you've helped others achieve their desired outcomes. This approach makes your message more engaging and memorable.
• Tailor Proposals to Client Needs: When creating proposals, ask clients what they want in terms of format, length, and content. This customisation can help you stand out from competitors who may not take the time to understand client preferences.
• Simplify Next Steps: Always include clear instructions on how clients can accept your proposal and what the next steps will be. This clarity can prevent confusion and increase the likelihood of a positive response.

BEST MOMENTS

"What they care about, the afters. In other words, after you, why are they better off?"

"Facts tell, stories sell."

"If you want other people to really latch on to what you do, you've got to let them know why they will be better off after you."

"Your job is to enhance the condition of the other person."

"If you want to see someone again at the end, you don't say, When shall we meet again? Change it to, How soon can we meet again?" 

HOST BIO

Brad Staines is a founder in the thick of it - but by design, not by default. As the face of Aquamark Cleaning, he’s built a multi-million-pound operation with 30+ team members, strong systems, and a culture that gives people space to grow.

He’s still involved in the business a couple of days a week - but only doing the parts he genuinely enjoys: building relationships, growing the brand, spending time with the team, and spotting new opportunities. The day-to-day grind? That’s been handed over to a structure that runs without constant firefighting.

Brad’s also found his rhythm outside of business - with a deep commitment to physical and mental training. Whether it’s strength work, early morning runs, or cold plunges, he’s a believer that how you show up for yourself shapes how you show up as a leader.

Working On It is where he brings it all together - growth, grit, and getting better every week