Steve Radford (FF.ISP)

Visionary
DISC Type : Ds

Author of 'How To Sell' at Practical Inspiration Publishing

Tickhill, England, United Kingdom

Overview

Steve Radford is an author and the founder of Greater Sales Company, where he specializes in training frontline sales teams in conversational selling. With a background that includes a BSc from Bangor University, he focuses on improving sales performance through a people-centric approach. Colleagues and clients describe him as knowledgeable, supportive, and skilled at making complex ideas feel human and grounded.

Personality Overview

Objective Evaluator

Direct & Assertive

Early Adopter

They are very professional in their approach and can weigh multiple perspectives together.  They exhibit a rare combination of being result-oriented but patient at the same time. Reading between the lines and seeing beyond your words comes naturally to them.

Topics They Care About

Conversational Selling
This is his core expertise, as highlighted in his book 'How To Sell' and his role at Greater Sales Company, where he trains teams to master this art.
AI in Sales
He actively discusses the impact of AI on the sales profession, believing it will eliminate weak selling but not sales jobs, and has created an AI sales mentor.
Sales Mindset
His book and training focus on developing key mindsets for success, believing how salespeople think is fundamental to having high-value conversations.

Media Appearances

Steve Radford - Practical Inspiration Publishing. Featured in Practical Inspiration Publishing

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Work History

11-2025
Author of 'How To Sell' at Practical Inspiration Publishing
2-2025
Founder at Greater Sales Company
2-2025
Conversational Sales Coach at Greater Sales Company
5-2023 - 1-2025
Head of Field Sales at Thatchers Cider Company Ltd
6-2021 - 6-2022
Sales Diploma Lead at The JGA Group

Education

2012 - 2013
Level-6 CPD Certificate from University of Derby
1994 - 1997
Bachelor of Science (BSc) from Bangor University

More Information

Social Presence :

Prographics :

Exp : 24 Location : Tickhill, England, United Kingdom Job Level : Leadership Designation : Author of 'How To Sell' at Practical Inspiration Publishing
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Insights For Selling To Steve

During A Call Or A Meeting

DO's

  • Use phrases like 'your team deserves', 'best in class' etc.
  • During followups, use phone or text if needed, they should be fine
  • Suggest clear next steps with confidence, don't be vague or hesitant

DONT's

  • Don't shy away from asking hard questions, but be extra polite
  • Avoid putting conscious effort into relationship-building
  • Don't go over them unless you are left with no other option

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Steve is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Steve

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Steve move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Steve take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Steve

Personality Compatibility


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