SALES TO LEADER
Difficult Conversations Coaching
For sales managers

Difficult conversations shouldn’t keep you up at night.

Got a conversation you’re putting off, with someone in your team, a peer or your own manager? In one private 60-minute session, we’ll work through the situation, prepare what you’ll say and build a plan. We can practise how you’ll open it together.
Book the Intensive →
60 minutes plus a 30-minute follow-up. See both options
25+ years leading teams · Ex-Apple sales leader · Author of OH SHIT, I’M THE SALES MANAGER
Sound familiar?

There’s a conversation you need to have, and you’re not sure how to handle it.

You’ve tried and it didn’t land, or you keep putting it off. You want to handle it fairly, without making things worse, and you don’t want to get it wrong.

Most managers deal with this alone, and it follows them home. It doesn’t have to.

Hi, I’m Matt
Matt Dunford

Being responsible for people is one of the biggest things you’ll take on at work. A tough conversation takes your time and focus, and it doesn’t stay behind at 5pm.

I remember the first time I had to challenge the performance of a former peer. I put it off for far too long, and as the issues got worse, so did my sleep. I was literally kept awake, playing out the conversation and every way it could go.

No two situations are the same. What can be consistent is how you approach them: with a structure, without high emotion, aiming for a fair outcome.

I’m on a mission to help managers have those conversations sooner. Challenging performance, attitude or behaviour in the right way becomes a person improving, developing and growing, and a team that performs. Apple’s 2020 employee survey ranked me #21 worldwide among sales managers for developing people.

If you’ve got one on your mind right now, that’s what this page is for.

Matt Dunford · Sales to Leader

25+ years leading teams. Ex-Apple sales leader. Author of OH SHIT, I’M THE SALES MANAGER.

OH SHIT, I'M THE SALES MANAGER book cover
What managers bring me

The situations that are hardest to handle.

Any difficult conversation you’re avoiding is one I can help with. The first step is to describe it.
Underperformance that isn’t improving
Attitude or behaviour that’s affecting the team
A strong seller who won’t listen
A conversation you keep avoiding
Giving feedback you know won’t be welcome
Managing up: pressure or pushback from your own manager
Being fair to one person should never mean ignoring the impact on everyone else.
My approach

Calm, fair and by the process.

You don’t need to act emotionally or avoid it. You need a clear head and a plan.
Two ways to work with me

Start with one session, or take it further.

Book and pay for the Intensive online. The Partnership starts with a short call.
Session + follow-up
Difficult Conversations Intensive
£379
A private 60-minute online session, then a 30-minute follow-up
For managers facing a specific difficult conversation who need clarity about their next steps.
  • Pre-session questionnaire, so we start at the problem
  • Work out what you need to achieve and how to approach it
  • Prepare what to say, including how to open it and handle pushback
  • Practise the opening, if you’d like
  • A written plan for the conversation
  • A 30-minute follow-up to review how it went
Book the Intensive →
Your £379 is credited if you upgrade to the Partnership within 30 days.
90 days
Difficult Conversations Partnership
£1,500
or 3 payments of £500
For managers dealing with a more complex or ongoing situation, or a run of difficult conversations.
  • Four 60-minute sessions
  • You set the rhythm: weekly while it’s live, or spaced out. All four take place within 90 days of purchase
  • Prepare each conversation, including how to open it and handle pushback
  • Practise it with me, if you’d like
  • Review how it went and adjust your approach
  • Progress reviews and action planning across the 90 days
Book a discovery call →
I take on four Partnership clients a month, so places are limited. Instalments are taken at the start, day 30 and day 60.
Not sure which is right? Start with the Intensive. If you decide you need more within 30 days, your payment is credited against the Partnership.
How it works

From problem to plan.

Book your session
Book the Intensive online, or arrange a short call to talk through the Partnership.
Tell me the situation
A short questionnaire before we meet means we spend the session on your problem, not on background. Please don’t include names or identifying details.
Leave with a plan
You finish with a clear view of your options and a personalised action plan for what to do next, with the chance to report back and adjust.
What this is, and isn’t

This is coaching. It isn’t legal or HR advice, and it doesn’t replace your company’s HR team or procedures. For employment-law questions, speak to your HR team or a qualified adviser. Clear terms, including confidentiality, are shown before you pay.

Questions
Who is this for?

Managers, particularly in sales, facing a specific difficult conversation: a team member’s performance, conduct or attitude, a disagreement with a peer, pushing back on your own manager, or a tough decision you aren’t sure how to handle.

Is this legal or HR advice?

No. It’s coaching to help you think clearly, prepare and act with confidence. It doesn’t replace your HR team, your company’s procedures or advice from an employment-law professional.

What if it turns out not to be the right fit?

If, after you’ve booked, it’s clear coaching isn’t the right way to help with your situation, I’ll say so and refund you.

Can I cancel or reschedule?

Yes. You can cancel or reschedule any session up to 48 hours before it starts, at no charge. Just use the link in your booking confirmation.

How are the Partnership sessions scheduled?

We agree the rhythm together. When a situation is urgent, weekly sessions make sense. When it’s more about building your approach, spacing them out gives you time to put each one into practice. Either way, all four sessions take place within 90 days of purchase.

Can I pay for the Partnership in instalments?

Yes. You can pay £1,500 in full, or in three payments of £500, taken at the start, at day 30 and at day 60. The instalments are a way of paying for the full 90 days. They aren’t a subscription you can cancel part way.

Can I upgrade from the Intensive?

Yes. If you book the Intensive and decide you want 90 days of support, what you’ve paid is credited against the Partnership if you upgrade within 30 days. The four Partnership sessions are in addition to the Intensive.

Can my employer pay?

Often, yes. Many managers pay with a company card or claim it back through a development budget. You’ll receive a receipt when you pay, and if your employer needs an invoice in their name, I can email you one.

You don’t have to deal with it alone.

Describe the situation, get a clear view of your options, and a plan for what to do next.

See How I Can Help ↓
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