What if selling could feel natural, ethical and effective - all at the same time?
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Discover the proven 3C Framework to sell with confidence, without pressure or tricks.
Start Learning TodayWhy sales feels harder than ever
Buyers are sceptical. They’ve experienced pushy tactics, broken promises, and sales conversations that feel more about hitting quota than helping. That’s why deals stall and opportunities slip away.
There’s a better way to sell
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âś… Build real connection from the first impression.
âś… Consult to uncover true needs and add value.
âś… Close naturally, by guiding confident decisions.
Built from the Book That’s Changing How People Sell
This course is based on the framework from Trust First Selling — the practical guide to connecting, consulting, and closing with integrity. Inside the course, we bring the book to life with videos, examples, and tools you can use immediately.
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The 3C Framework: Connect → Consult → Close
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Real conversations, not scripts
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Tools, worksheets, and takeaways for daily use
What You’ll Gain
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By the end of this course, you’ll be able to:
- Build rapport and relevance in the first minutes of any sales conversation.
- Adapt your style to different buyer personalities and situations
- Use emotional intelligence to connect quickly and authentically.
- Ask high-impact questions that uncover true needs and motivations.
- Handle objections with empathy and confidence.
- Guide decisions without pressure, making closing feel natural.
- Negotiate adaptively to create outcomes that work for both sides.
What’s inside the course?
Trust First Selling - The 3 C's
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Introduction
4 lessons- Welcome from the Author
- Why Sales has a Trust Problem
- The 3C Framework Explained
- Your Learning Journey
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Connect - Building Relevance and Rapport
6 lessons- The Power of First Impressions
- Emotional intelligence in Selling
- Personality Styles
- Mirroring & Matching for Natural Rapport
- Qualification the Trust First Way
- Quiz 1: Assess your understanding of Connect.
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Consult - Creating Value through Collaboration
6 lessons- What Real Consultation Looks Like
- Trust as the Foundation
- Leading with a Flaw
- Questioning That Unlocks Insight
- Listening Beyond Words
- Quiz 2: Assess your understanding of Consult.
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Close - Guilding Decisions with Confidence
6 lessons- Redefining the Close
- Proposing Ideas That Stick
- Handling Concerns with Care
- Creating Buyer Safety & Freedom of Choice
- Adaptive Negotiation Skills
- Quiz 3: Assess your understanding of Close.
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Conslusion and Next Steps
4 lessons- Understanding Yourself – The Self-Assessment
- Making a Difference in Your Sales Role
- The Future of Sales & Your Growth Path
- Wrap-Up & Certificate of Completion
Is this course right for you?
This course is designed for:
B2B and B2C sales professionals looking for a more effective way to build trust.
Sales teams wanting a proven, ethical framework to increase conversion rates.
Entrepreneurs and business owners who need to sell but stay authentic
YES, I WANT IN!The Trust First Difference
Practical
Tools and templates you can apply straight awayÂ
Simple
A clear, easy-to-follow framework that works across industries and cultures.
Ethical
An approach that builds long-term trust by putting the buyer’s needs first.
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Fred Copestake
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Over the last 22 years, Brindis Founder Fred Copestake has travelled around the world 14 times, visiting 36 countries and working with more than 10,000 salespeople.
He distilled what really makes a difference in modern selling into his first book, Selling Through Partnering Skills, which has become the foundation of his work with sales professionals in complex B2B environments. His focus is on helping them develop approaches that are up to date, relevant, and impactful.
Fred believes that people grow through learning and sharing, and that with stronger collaboration we can make a real difference. This belief runs through all his work and writing.
His second book, Hybrid Selling, was written in response to the speed of change reshaping the sales world, with the aim of helping salespeople future-proof their careers by doing the right things to stay relevant.
Most recently, Fred published Ethical Selling, which challenges sales professionals to build long-term success through integrity, trust, and customer-first practices.
Fred’s ambition is simple but powerful:
Good people, doing good things, in a good way.
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David McCormack
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With over 25 years of experience across five countries, David McCormack has built a career in Real Estate, Hospitality, Advertising, Investment, and Business Consultancy. His work spans start-ups, multinational corporations, listed companies, UHNW clients, property developers, institutional investors, and government bodies.
David is known for his passion for management, sales, and business development. His leadership style centres on motivating performance, identifying opportunities, and delivering consistent profits for clients and investors.
Time management has been a cornerstone of his success, enabling him to lead multiple businesses across different countries simultaneously. Core strengths include deal negotiation, contract structuring, team development, and driving measurable financial results.
Psychology and people skills have been key to his approach, helping him communicate effectively with clients at every level. More recently, family life has added new perspective and strengthened his personal attributes, making him an even more effective manager and leader.
Money motivates him. Competition drives him. Success satisfies him. And his ambition remains clear: to leave no stone unturned in delivering success for stakeholders.