Proprietary methodology
Seven steps to structure the conversation and close — for any complex or considered sale
The problem
In any complex or considered sale — a service, a solution, a relationship the buyer has to trust before they commit — the seller almost always knows the product. Deals are rarely lost on technical knowledge: they are lost on rushed discovery, on the inability to quantify what is at stake, and above all on never actually asking for commitment.
The CAPITAL Method is a seven-step sequence that structures what happens between the moment a client sits down and the moment they sign. It applies to any sale where the buyer has real options, a real budget and a real reason to say no — and it was forged over thirty years of real selling in banking, insurance and wealth management, which is still where its depth runs deepest. It does not replace your company's own process or products: it structures the conversation around them.
The sequence
C
Prepare and frame the meeting before entering it. Qualify the counterpart, the decision power and the real deadline — before investing selling time.
A
Establish legitimacy in the first three minutes. In banking and insurance, the client buys the person first and the solution second.
P
Surface the real need behind the stated request. What a client asks for is almost never what they need.
I
Quantify the cost of inaction. As long as doing nothing looks free, the client will not sign.
T
Treat the objection as a request for information, not a refusal. Price, timing, competition, spouse, “let me think about it”.
A
Ask for the signature. Explicitly. It is the step most advisers skip, and the only one that turns a meeting into business.
L
Secure the sale, prevent buyer's remorse, and activate referral. A properly closed client becomes a source of introductions.
Where it applies
CAPITAL is the method behind sales training: any complex or considered sale, adapted to your team's own products, process and objections — with depth in banking, insurance and wealth management specifically. It's a sales sequence, presented honestly as one.
The other two lines of the offer aren't selling, so each runs on its own logic:
Executive & career coaching starts from one person's own decision or development goal — a promotion, a transition, a leadership habit to build — and works a structured, judgement-free process toward it. There is no fixed sequence to apply to every client, because the starting point is different each time.
Business English & speaking is built through vocabulary, register and delivery, practised and corrected until they hold under pressure. CAPITAL is folded in only for the selling and negotiating component; the rest is language training.
Coaching and English don't get their own named methodology — that would overstate what they are. The two paragraphs above are what actually governs each line.
Every engagement is built around your products, your processes and the objections your people actually hear. Scoping starts with a 30-minute conversation with your L&D or sales leadership.