Win in Complex Sales
If you’re selling to small businesses, solo entrepreneurs, or low-ticket services, sales cycles can be short and forgiving. A customer might sign up in a
January 31, 2026
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Structured sales leadership for founders and small teams
Install a sales system that guides decisions,
without you carrying every deal
Sales Craft Method
A professional standard for selling high-value B2B services and solutions.
Sales Maturity
Why sales feels harder than it should
Most sales problems don’t show up at the close. They show up much earlier, in how conversations are opened, what’s asked, and what’s left unsaid.
Credibility assets (podcast, book, talks) support the work, but the real change happens inside live deals.
Founders and salespeople are often doing the work:
- Prospecting
- Taking meetings
- Following up
- Quoting
- Staying busy
But deals still stall, not because the offer isn’t good, and not because people can’t sell.
They stall because sales conversations aren’t structured around decisions early enough.
Too many conversations move into explaining and presenting before a real problem has been admitted. Buyers stay engaged, but never say what’s actually driving the decision. Follow-ups drift because nothing concrete was anchored in the conversation.
This isn’t a motivation issue. It’s a maturity issue.
And maturity in sales isn’t about pressure or confidence, it’s about structure, language,
and knowing what to ask… and when.
Sales Craft in practice
What Sales Craft looks like in practice
A short overview of how we build repeatable, decision-led conversations from prospecting to close.
If you’re doing the work, outreach, meetings, follow-up, but deals still stall,
it’s usually not effort.
It’s structure.
In this short video, I break down what “sales maturity” actually means, and how Sales Craft installs shared language and repeatable conversations so selling stops depending on instinct… or the founder.
“We didn’t need more effort. We needed a professional standard.”
Brandon, Founder
Brandon, Founder
Ways to work together
Let’s get you out of the sales bottleneck
Three practical ways I help founders and small teams install sales maturity — so deals move forward with clarity and selling stops depending on the founder.
Option A · Prospecting
LinkedIn Positioning & Prospecting Audit
Improve the quality of conversations you create before sales even begins. This audit sharpens your positioning so the right buyers engage.
- Clear ICP and buyer relevance
- Profile positioning that attracts the right conversations
- Outreach that leads to dialogue — not noise
Option B · Sales Maturity
Buyer Archetypes & Conversation Framework
Learn how to structure conversations for technical, commercial, procurement, and founder buyers — without pressure or pitching.
- What each buyer actually cares about
- The right questions to ask early
- How decisions really get made
Option C · Implementation
Deal Reviews & Coaching Rhythm
Weekly deal reviews focused on decision progress — not activity — so structure becomes how selling actually happens.
- Decision-led deal reviews
- Live coaching on real opportunities
- Consistent execution across the team
Avoid fixing the wrong problem!
Sales maturity starts with how you show up
In the room, Masterminds, leadership sessions, real teams.
Working directly with leadership teams, not from slides, but inside real conversations, real objections, and real deals.
30+ years in sales Structured selling, long cycles, high-value deals.
Decades of selling high-value B2B solutions across complex buying environments, long cycles, multiple stakeholders, real risk.
Trusted inside live deals Coaching, deal reviews, decision clarity.
Supporting founders and sales teams inside active opportunities, helping decisions move forward with clarity and confidence.
Client Proof
What changes when structure replaces guesswork
A business owner shares what shifted once Sales Craft installed clarity, confidence, and a more professional approach to selling.
Why B2B Founders Choose Joe Dalton
You don’t need more sales “tips”. You need sales maturity, structure, language, and a repeatable process that buyers actually move through. I’ve spent 30+ years selling, leading, and fixing sales across complex B2B environments (manufacturing, technical services, SaaS, and high-value deals). My work focuses on the part most teams miss: the conversation. Because deals are won or lost in what’s said, what’s not said, and how trust is built in the first few minutes. If you want fewer deals slipping, less founder-dependency, and a sales function that performs consistently that’s what we build together.
Turn Sales Conversations Into Commercial Decisions
Sales is not persuasion. It’s structure, clarity, and trust.
I help B2B founders build a repeatable sales process that buyers move through.
Less chasing. Better conversations. Stronger closes.
Insights from the Front Line of Sales
Practical thinking on complex sales, leadership, and decision making
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Trusted by Leaders, Founders & Teams Results
Trusted By Organisations Worldwide
Advisory, speaking, workshops, and strategic sales engagements
