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I was a waiter making £1,300/month. Italian kid in London, barely spoke English, studying philosophy because I thought it would make me smart. Turns out philosophy doesn't have many career options. I wanted to work with people, so I tried HR. Couldn't get in. Someone suggested recruitment as a "gateway." I had no idea it was actually a sales job. For 11 months, I was absolute garbage. £0 revenue. Manager calling me in weekly. "Giulio, what's going on?" I didn't know. I was doing everything they taught me. Following the scripts. Making the calls. Nothing worked. Month 11, I had a choice: Get fired or figure this out. I stopped following their playbook. Started asking myself: "What would actually make ME want to buy?" Honesty. No BS. Genuine curiosity about their problems. I stopped pitching. Started listening. Stopped trying to be impressive. Started being human. Month 12: I closed my first deal. Year 2: Top 10 performer. Year 4: Company director. Ferrari in the driveway. Then I quit. Started as a sales trainer in Italy. Thought I'd crush it immediately. Year 1: £20K. Back to broke. The Ferrari was gone.; the ego dented. Turns out, being good at sales doesn't make you good at entrepreneurship. I had to learn everything again. From scratch. In the trenches. Cold calling from my living room. Zero team. Zero brand. Zero credibility. Just me, a white headset, and 3,000 rejections I promised myself I'd collect. Today? I train companies globally and command rates that would've made 18-year-old waiter me faint. Not because I'm the "best" salesperson. But because I: - Stayed honest - Learned the hard way - Never stopped doing the work That's the difference between someone who talks about sales and someone who lives it. The long way is the shortcut. Never forget that.

Everyone talks about "closing deals." Nobody talks about the 73 times you saw a hot lead, convinced it was a done deal, then watched it go cold or choose a competitor. That's the real pipeline killer: hope.

7 Stages of Cold Calling Stage 1: Studying the script. Stage 2: Booking the first meeting. Stage 3: Responding to a new objection. Stage 4: Facing 50 rejections back to back. Stage 5: Your manager says “make more calls.” Stage 6: You start booking more meetings again. Stage 7: You finally start making a shitload of money. Pick up the phone and start dialing.

Want to charge more? Be brutally honest about who you're NOT for: "We're not cheap. If you want the lowest price, we're out." The more you push away, the more they want in. Stop justifying your price.

Started cold calling from my living room. White headset. No team. No credibility. Set a goal: 3,000 rejections. Actually made 120,000+ calls now. Today? Training companies globally. Don't quit when it hurts.

After making £100k+/year, I launched as sales trainer in Italy. Expected instant success. Year 1: £20K revenue… Massive flop. Selling in Italy ≠ Selling in UK. Had to intern for free. Cold calling properly. But humility pays dividends. Now? I earn 10x my entrepreneur income from year 1 Never let ego stop you from starting over.

Everyone's obsessed with "work-life balance." What a stupid concept. You don't balance work and life. You create work-life harmony. Find work you love. Or you're just waiting to die.

The biggest lie in sales? “Fake it till you make it.” The moment you fake it? You lose the one thing that actually converts: Trust. Don't be a fraud.

Most salespeople fail because they make one mistake: They make it about themselves. The best? They make it about you. Do you understand?

This 48-second video got 1.4M views and 29k likes. And it shows you how to: 1. Handle common objections 2. Flip it onto the prospect 3. Get a small win 4. Play Jenga wrong How do you deal with this objection?

Sales is just applied psychology. The better you understand people, The better you sell.

Most salespeople (including myself) will ignore the harsh reality: Most of your problems will be fixed by prospecting like a maniac. Stop procrastinating and focus on what matters.

I was the guy everyone loved to hate. Company director at 27., Ferrari, big office. Bigger ego. People literally called me Mussolini. Not as a compliment. I thought being feared made me powerful. Thought being aggressive made me successful. I was wrong about everything. My team? They didn't respect me. They resented me. People quit constantly. We never grew past 40 people despite hiring non-stop. The worst part? I hated myself too. I'd go home, look in the mirror, and feel nothing. Just empty. Successful on paper. Miserable in reality. It took hitting rock bottom to realize: I was the problem. Not my team. Not the market. Not the competition. Me. So I changed. Slowly. Painfully. One less argument at a time. One less snappy comment. One more question instead of a statement. I went to therapy. Did the work. Learned that being liked isn't weakness. It's strength. Fast-forward 4 years: I actually liked myself. My relationships improved. My business grew. But here's what nobody tells you about being a "reformed asshole": You can't undo the past. Those bridges I burned? Still ashes. Those people I hurt? They remember. That's the real cost of being a dick in sales: Not just the clients you lose. The reputation you can't rebuild. The person you become. Today, I teach sellers to be honest, likeable, and human. Not because it's trendy. Because I lived the alternative and it nearly destroyed me. You don't need to be feared to be successful. You don't need to be aggressive to close deals. You just need to give a damn about the people you're selling to. That's the code I follow now. That's the code that actually works. And it took becoming the villain to learn it.

The more you sound like everyone, The less anyone remembers you. Be you. Be sharp. Be different. That's how you stand out.

Ever hear this objection?

The realities of cold calling

I was a waiter making £1,300/month. Italian kid in London, barely spoke English, studying philosophy because I thought it would make me smart. Turns out philosophy doesn't have many career options. I wanted to work with people, so I tried HR. Couldn't get in. Someone suggested recruitment as a "gateway." I had no idea it was actually a sales job. For 11 months, I was absolute garbage. £0 revenue. Manager calling me in weekly. "Giulio, what's going on?" I didn't know. I was doing everything they taught me. Following the scripts. Making the calls. Nothing worked. Month 11, I had a choice: Get fired or figure this out. I stopped following their playbook. Started asking myself: "What would actually make ME want to buy?" Honesty. No BS. Genuine curiosity about their problems. I stopped pitching. Started listening. Stopped trying to be impressive. Started being human. Month 12: I closed my first deal. Year 2: Top 10 performer. Year 4: Company director. Ferrari in the driveway. Then I quit. Started as a sales trainer in Italy. Thought I'd crush it immediately. Year 1: £20K. Back to broke. The Ferrari was gone.; the ego dented. Turns out, being good at sales doesn't make you good at entrepreneurship. I had to learn everything again. From scratch. In the trenches. Cold calling from my living room. Zero team. Zero brand. Zero credibility. Just me, a white headset, and 3,000 rejections I promised myself I'd collect. Today? I train companies globally and command rates that would've made 18-year-old waiter me faint. Not because I'm the "best" salesperson. But because I: - Stayed honest - Learned the hard way - Never stopped doing the work That's the difference between someone who talks about sales and someone who lives it. The long way is the shortcut. Never forget that.

Everyone talks about "closing deals." Nobody talks about the 73 times you saw a hot lead, convinced it was a done deal, then watched it go cold or choose a competitor. That's the real pipeline killer: hope.

Want to charge more? Be brutally honest about who you're NOT for: "We're not cheap. If you want the lowest price, we're out." The more you push away, the more they want in. Stop justifying your price.

Started cold calling from my living room. White headset. No team. No credibility. Set a goal: 3,000 rejections. Actually made 120,000+ calls now. Today? Training companies globally. Don't quit when it hurts.

7 Stages of Cold Calling Stage 1: Studying the script. Stage 2: Booking the first meeting. Stage 3: Responding to a new objection. Stage 4: Facing 50 rejections back to back. Stage 5: Your manager says “make more calls.” Stage 6: You start booking more meetings again. Stage 7: You finally start making a shitload of money. Pick up the phone and start dialing.

After making £100k+/year, I launched as sales trainer in Italy. Expected instant success. Year 1: £20K revenue… Massive flop. Selling in Italy ≠ Selling in UK. Had to intern for free. Cold calling properly. But humility pays dividends. Now? I earn 10x my entrepreneur income from year 1 Never let ego stop you from starting over.

The biggest lie in sales? “Fake it till you make it.” The moment you fake it? You lose the one thing that actually converts: Trust. Don't be a fraud.

Most salespeople fail because they make one mistake: They make it about themselves. The best? They make it about you. Do you understand?

This 48-second video got 1.4M views and 29k likes. And it shows you how to: 1. Handle common objections 2. Flip it onto the prospect 3. Get a small win 4. Play Jenga wrong How do you deal with this objection?

Everyone's obsessed with "work-life balance." What a stupid concept. You don't balance work and life. You create work-life harmony. Find work you love. Or you're just waiting to die.

Sales is just applied psychology. The better you understand people, The better you sell.

I was the guy everyone loved to hate. Company director at 27., Ferrari, big office. Bigger ego. People literally called me Mussolini. Not as a compliment. I thought being feared made me powerful. Thought being aggressive made me successful. I was wrong about everything. My team? They didn't respect me. They resented me. People quit constantly. We never grew past 40 people despite hiring non-stop. The worst part? I hated myself too. I'd go home, look in the mirror, and feel nothing. Just empty. Successful on paper. Miserable in reality. It took hitting rock bottom to realize: I was the problem. Not my team. Not the market. Not the competition. Me. So I changed. Slowly. Painfully. One less argument at a time. One less snappy comment. One more question instead of a statement. I went to therapy. Did the work. Learned that being liked isn't weakness. It's strength. Fast-forward 4 years: I actually liked myself. My relationships improved. My business grew. But here's what nobody tells you about being a "reformed asshole": You can't undo the past. Those bridges I burned? Still ashes. Those people I hurt? They remember. That's the real cost of being a dick in sales: Not just the clients you lose. The reputation you can't rebuild. The person you become. Today, I teach sellers to be honest, likeable, and human. Not because it's trendy. Because I lived the alternative and it nearly destroyed me. You don't need to be feared to be successful. You don't need to be aggressive to close deals. You just need to give a damn about the people you're selling to. That's the code I follow now. That's the code that actually works. And it took becoming the villain to learn it.

The more you sound like everyone, The less anyone remembers you. Be you. Be sharp. Be different. That's how you stand out.

Most salespeople (including myself) will ignore the harsh reality: Most of your problems will be fixed by prospecting like a maniac. Stop procrastinating and focus on what matters.

Ever hear this objection?

The realities of cold calling