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In this episode of The Art and Science of Complex Sales, Paul Fuller sits down with Vinit Shah, founder of the London School of Sales.
Vinit shares his unconventional path into sales and the insights he’s developed across industries like manufacturing, market research, and sales education. The conversation explores why most training fails to stick, how leaders unintentionally set their teams up to fail, and what it really takes to build high-performing sales systems.
Vinit explains why many sales leaders mistakenly focus on training when their issues stem from deeper structural problems. He shares how his own research into how the brain learns led to a modular e-learning platform and a shift in focus toward diagnosing root causes within sales organizations.
Vinit talks about his success helping technical founders and engineers overcome their discomfort with selling. By reframing sales as a structured system rather than a personality-driven game, he connects with builders and helps them align their strengths with commercial outcomes.
Vinit unpacks his SMART methodology Source of Pain, Mindset Shift, Architecting the System, Reinforcing Leadership, and Targeted Training. It’s a practical, scalable approach designed to transform fragmented sales efforts into integrated systems that support consistent growth.
Paul Fuller’s stated mission is to help others maximize their gifts by using his.
Paul has been a pioneer in the sales process and training, sales as a service, content marketing and CRM. As a previous founder and owner of multiple successful growth organizations in these spaces, Paul has effectively trained and led sales and marketing teams across the world to focus on and achieve dynamic growth.
He firmly believes sales is defined best in three categories:
• Service - helping other get what they need
• Leadership - guiding others toward their vision
• Wayfinding - navigating the path to success together
He is firmly committed to elevating the sales profession through coaching, leading, and empowering others through systems that enable strong performance.
Currently Paul leads revenue growth at Membrain.com - the top sales effectiveness CRM in the world. Working with his team, and a group of over 100 top sales consultant organizations across the globe, they are focused at creating scalable growth through sales excellence in companies and teams in over 80 countries.
Schedule a call with him here.
Find out more about Paul Fuller on LinkedIn
From north to south, east to west, Membrain has thousands of happy clients all over the world.
