20+ Years Experience
12,000+ People Trained
ISM Endorsed
Trusted by organisations including
MEET RICHARD PALMER
Built on experience.
Focused on results.
For more than 20 years, Richard Palmer has been helping salespeople, sales managers and business leaders improve the way they sell, lead and develop business.
As the founder of Sure Train, Richard has trained more than 12,000 people across a wide range of industries, from growing SMEs to major national and international organisations.
His approach is deliberately practical. No complicated sales theories, rigid scripts or techniques that disappear the moment people return to the real world. Sure Train focuses on developing the skills, behaviours and confidence that salespeople can actually use, and helping organisations turn that development into better sales performance.
Richard is the author of The Ethical Sales Handbook and has built Sure Train around a simple principle: the most effective selling isn't about pressure or manipulation. It's about understanding customers, creating genuine value and giving people good reasons to buy.
Every Sure Train programme is built around the organisation, the people and the results they need to achieve.
No off-the-shelf training. A practical, structured approach that delivers real results.
How we work
Understand
Develop
Apply
Improve
We understand your team, business, sales process and performance challenges.
Training is built around the skills and behaviours that need improving.
The focus is on practical techniques people can use in genuine sales situations.
Development should always translate into measurable improvements in sales performance
what our clients say
Real organisations. Real challenges. Real results.
“Probably one of, if not the most interesting, up-to-date sales courses I have ever attended. I was able to use something I had learned the very next day.
J. Boutwood
Business Development - SANS Institute
“A great company to work with and we have increased our sales and margins due to the training we have received.
Tim England
Sales Director, Vapormatt
“I had the pleasure of attending a three day training session run by Richard from Sure Train. It was the best sales training I have attended in my 8 years of sales.
Mark Terrell
Area Sales Manager - MacFarlane Packaging Group
“Richard is an outstanding individual and there is not a company that would not benefit from his skills in some way. I would not hesitate to recommend Richard and his team at Sure Train.
Sam Jackson
Managing Director - Cooper Associates
