From Good to Great: Transforming Sales Teams – Powered by Air Sales Academy

Are you ready to take your sales team to new heights of success? Air Sales Academy presents a special live event aimed to reshape the way businesses approach SDR training and development.

Join our esteemed panel of sales leaders and experts as they unveil their strategies and approaches to building world-class SDR teams.

Erik Pollitt – Sales Trainer & Performance Coach
Michael Hanson – Founder & CEO of Growth Genie
Chris Ritson – Co-Founder & CEO of Flexprts

Owen Richards – Founder & CEO of Air Marketing

This live roundtable will give you a front-row seat to captivating discussions and valuable insights from experts in the field.

You will hear about:
– Insight from the experts who have achieved extraordinary success in building and empowering top-performing SDR teams.
– Innovative approaches to SDR training, enablement, and development that are redefining industry standards.
– Proven strategies, cutting-edge techniques, and best practices for transforming your sales team’s performance.
– The latest tools, technologies, and methodologies that have driven SDR performance in recent years.
– Exclusive insight into the brand new sessions and resources offered by Air Sales Academy, designed to equip SDR teams for success.

Who is it for?
Founders & CEOs
Sales & Marketing Leaders
Revenue Leaders
Sales & Marketing Managers
Sales Development Representatives (SDRs)
Business Development Representatives (BDRs)

Don’t miss out on this opportunity to unlock your team’s true potential and set new standards of success in the SDR landscape.

The Revenue Revolution Podcast by Jointflows Featuring Owen Richards – Founder & CEO, Air Marketing

We’re thrilled to share an exciting podcast episode from The Revenue Revolution series, hosted by Jointflows – a game-changing tool that simplifies the sales process, with a particular focus on the crucial closing stages. 

In this episode, hosts Mick Gosset (CEO of Jointflows) and Hitesh Kapadia (CRO of Jointflows) engage in a captivating conversation with Air Marketing’s Founder & CEO, Owen Richards. They delve into Owen’s insightful perspective on the current state of the sales and revenue landscape; shedding light on various factors that influence it, including the emergence of new stakeholders during the final stages of the sales process.

They share their thoughts on the essential skills that sales leaders should possess, which unfortunately many often lack. Moreover, Owen reveals the innovative and creative strategies that set Air Marketing apart from competitors in a saturated market.

As the conversation continues, Hitesh and Mick explore Owen’s thoughts on the potential revolution brought about by AI in the sales industry, including how it may reshape the sales landscape, presenting exciting possibilities for the future.

I Bet Your SDRs Aren’t Hitting Quota… Here’s Why | SaaSGrowth2023 | Owen Richards

Discover the top 10 reasons why your SDRs may not be hitting their quota in this insightful event talk by our Founder & CEO, Owen Richards, at SaaSGrowth2023 – powered by Sales Confidence.

A bit about Owen:

Originally from Kent, Owen started his sales career at our Sister Company, Forrest Marketing Group (FMG), in Sydney, Australia while traveling. He started as a Telesales Executive and, having planned to be in Australia for a year, he was sponsored by the company and one year eventually became 8. During this time he progressed into a Head of Sales and Operations role.

In 2015, Owen and his wife, Amy, moved back to the UK to start a family, and in early 2016, he co-founded Air Marketing Group with his business partner and Managing Director of FMG, Richard Forrest. Seven years on, Air is now one of the UKs leading sales and marketing agencies; is the parent company to a sales and marketing recruitment company (Seed Talent); and trains and coaches other sales professionals to elevate their performance from good to great through Air Sales Academy

Launch of The SDR Academy by Air Sales Academy

We are delighted to announce our further expansion with the launch of  The SDR Academy by Air Sales Academy – a virtual sales training academy to help businesses upskill their sales teams.

The SDR Academy is designed to help businesses across the UK, train Sales Development Representatives (SDRs) in skills including cold calling, social selling, email writing, and objection handling. All sessions are live and interactive, allowing delegates to ask questions as they learn.

Delivering the live sessions will be trainers like Erik Pollitt, a Sales Trainer & Consultant with over fifteen years of experience (including as Learning & Performance Manager at, Owen Richards (Air’s Founder & CEO) and James Ski (Founder of Sales Confidence).

Erik said: “Many businesses want to create a comprehensive training package for sales staff but don’t have the time, money, or experience. This is where Air’s Sales Academy comes into its own. With over 100 sessions on offer, delegates can attend as many or as few sessions as they want, whether they’re working from home or the office.

We offer an ongoing training solution. One that sees your sales reps experience industry leading training sessions every week. And with a cost of as little as £15 per person per session, companies will see a fantastic return on their investment.”

Owen Richards, Founder & CEO of Air Marketing, continued: “We’ve been providing sales support to companies across the country for several years, employing and training SDRs. As a part of that journey we have built a best-in-class training academy internally, and it makes sense to open that experience up to other organisations. We’re perfectly placed to offer relevant, innovative, and effective SDR training, and help other companies get the most out of their investment in sales roles.

It’s been exciting pulling all of the content together and now we’re able to offer this brand-new service to businesses that want to improve their sales results and see tangible results. I’m just looking forward to getting started.”

To find out more about The SDR Academy, visit the website here, or call our team on 0345 241 3038.

From Zero Knowledge to Big Sales Success – Event Talk with Air Marketing’s Katelyn Tomlinson

We’re excited to share the inspiring talk by our very own Business Development Executive (BDE), Katelyn Tomlinson, at Sales Confidence‘s SDRs and BDRs event. Katelyn shared her personal journey of going from a beginner position with little knowledge of SaaS to becoming a successful BDE at Air Marketing.

In her talk, Katelyn gave insightful B2B sales tips that helped her achieve her goals, and encouraged others who are new to the SaaS space, thinking about launching a new career in sales, or even seasoned professionals to learn from her experience.

Through her infectious motivation and drive, Katelyn showed that success in sales is not only about having prior knowledge or experience, but also about the right mindset, determination, and willingness to learn and grow.

At Air, we believe that everyone has the potential to achieve their goals, and we are proud to have Katelyn as a part of our team. Her success story is a testament to the value we place on personal development and continuous learning, which we believe is vital to our growth as a business.

So, whether you’re new to the SaaS space or a seasoned professional, we invite you to watch Katelyn’s 7-minute talk and get inspired to take your sales game to the next level!

ON AIR: With Owen Episode 79 Featuring Adam Graham – Managing Director, Gray Matters

Introducing our 78th episode of ON AIR: With Owen – our latest interview video series with honest conversation about scaling revenue, hosted by our Founder & CEO, Owen Richards.

Our 79th guest is Adam Graham, Managing Director at Gray Matters and Founder of BD Matters. Owen and Adam discuss the topic of diagnosing the root cause of sales inefficiency and offer practical solutions to address it.

– Most common factors behind sales underperformance
– The ideal mindset and culture of a leadership team
– Common mistakes vs quick wins of positioning and branding
– Pros and cons of being niche and the internal challenges that brings
– Getting buy-in from your sales team
– Go-to-market strategy: what’s working and what’s not in 2023

CloudTask’s Transform Sales Podcast Featuring Owen Richards – Founder & CEO, Air Marketing

Want to know the secret to a successful sales strategy? Air Marketing’s Founder & CEO, Owen Richards, reveals all in an interview with Amir Reiter, CEO of CloudTask.

They discuss:
– How to qualify leads efficiently
– How to find the right niche for any product or service
– How to identify when buyers don’t fit your target

Learn more about how Air Marketing works with expert teams that provide all the sales and marketing services you need to generate a pipeline that drives results and revenue, here.

Connect with Owen and Amir on LinkedIn:

Day 6 of Air Marketing’s 12 Days of Christmas: Cold Call Teardowns with Owen Richards

Your phone is your biggest tool as a B2B sales professional. But most people don’t use it correctly.

Because they:
– start with a stiff intro
– don’t highlight pain points
– try to sell the product

Instead of:
– getting right into why they should listen to you
– framing the “pitch” around painfully accurate pain points
– selling a longer call or demo

Interested in learning how to book meetings with cold calls?  Watch the video or continue reading for our Founder & CEO, Owen Richards’, top tips for filling your calendar.*

How To Book Meetings Through Cold Calls

How to modify your script


  • questions with “no” answers, this adds negativity into the call
  • “how are you” → doesn’t add value for you or the prospect.
  • generic language (ex. industry leader) → instead say “We help {{industryType}} solve {{specific problems}}.
  • undervalued time asks → don’t only ask for 15-30 seconds, instead ask if they can help you out (example below).
  • assumptive asks → don’t ask to setup a meeting right away, ask to start a conversation.
  • don’t use a high pitched voice or have fake high energy, just be yourself


  • a permission to go into questions (ex: But I don’t know enough about your situation to even know if this will make sense for you. Would it be okay if I ask you a few questions…”
  • questions that are easy to ask before getting into the harder ones
  • “what’s in it for me” straight in the start
  • a natural call ask “what i’d recommend is to set up a call to help you…”
  • specifics about who you’re talking to “ex: I speak to a lot of CTOs that…”
  • a bit of cheekiness that makes you human “ex: Is this the worst time ever?”

How to prepare for a successful call

  • Practice how things sound before making calls so you can be confident when people pick up
  • Find a time to make your calls that fits when you have high energy + when your prospects will be available
  • How to find leads:
    • data suppliers
    • tools like Sales Nav
    • industry specific data bases
  • How to research for cold calls:
    • use the research you’ve already done based on your email + LinkedIn outreach
    • google the company while you’re calling them up
    • use relevancy (ex: find the main pain points for a specific group of people like CTOs of manufacturing companies) → use job descriptions for this

Tips to help you meet your goals

  • The best SDRs Owen has worked with spend about half the day on the phone. Owen’s goal is to get 1-2 good conversations per hour.
  • How to bring your lead’s guard down:
    • be extremely honest
    • making the conversation permission based
    • add your personality, be human
  • If you get a gatekeeper saying someone isn’t in the office any more, ask for the cell phone number.
  • Add a cold call in at the beginning and at end of the sequence

→ Can be after a LinkedIn step and first email to give initial context

Examples for each section of the call

  • Opener to ask for their time

→“Look I know you weren’t expecting my call, can you help me out for a moment?”

→ “I’ll be honest with you, this is a sales call. But I’m hoping to have a few moments to tell you why I chose to call you today”

  • Pitch that answers “what’s in it for me”

→ “We work with (target audience here) to help them achieve (target audience’s goals)

→ “We work with (target audience here) who are typically battling with challenges such as (target audience’s challenges)

    • When saying who you work with, the more specific the better. If you can bucket calls based on specific roles this is the best, ex. Heads of People for SMBs, CTOs for manufacturing companies, Heads of Sales in bootstrapped startups, etc.)
    • When mentioning goals and challenges, use jobs ads to find what people in this specific role need to handle. These tasks are their main challenges.
  • Transition to discovery questions

→ “Now, I don’t know enough about your situation to know if something like this would make sense for you, so would it be okay if I asked you a couple of quick questions?”

  • Close (book the meeting)

→ “{{Name}}, I genuinely think we can help you with [some of the learnings you have from their answers]. I’m going to suggest we book a time to go into more detail on this.

Can I suggest we book 30 minutes for next Wednesday or Thursday? Are mornings or afternoons usually better for you?”

  • Wrap-up (summary + next steps)

→ “Right, that’s great {{Name}}. So just to summarize, we’re going to speak again next Friday, November 25th at 2pm and together we’ll go over some ways to help you {{solve problem}}. Myself and (Senior Name) will be in the conversation from our side. Is there anyone else you’d like me to invite from yours?”

No problem. So I’ll send you a confirmation email and calendar invite now. Is there anything else you need from me between now and then? That’s great. Then I’ll say thank you for your time and look forward to our conversation next Friday.”

  • How to handle objections – diffuse, statement, question

→ “That’s absolutely fine, no problem at all. Most of the people I speak to tell me the same thing, I hear it almost every day. {{firstName}} tell me out of interest, (discovery question)”

  • When someone says “Can you just send me an email?” you have two choices:
    • accept they aren’t interested and move on
    • call them out on the BS and go back into the conversation

→ example from Blissful prospecting: “firstName, can I ask you an awkward question? I’ve done a lot of these cold calls and generally when someone says this it’s really just their way of telling me they aren’t interested in my lame cold call. Am I completely off base with that?”

Owen’s cold call script

“Hi {{FirstName}} it’s Owen calling from Air Marketing, you and I haven’t spoken before but I’m just hoping you can help me out for a moment.

We help ambitious SaaS companies who’s SDRs are struggling to build enough pipeline and hit target. (depending on the current problems your leads are facing)

Obviously I don’t know enough about your situation to know if this would be a fit for you, do you mind if I ask you a couple questions?

Looking for more more content to increase meetings booked rate? 

*In collaboration with Lemlist.


What’s behind door number 7?

Ask The MD: What Are Your Top 3 Priorities In Business?


In the 10th instalment of our ‘Ask The MD’ series we ask the question ‘what are your top 3 priorities in business?’. Find out the answer in this video featuring our Managing Director, Owen Richards, and sister company Forrest Marketing Group’s Managing Director, Richard Forrest.





How to build rapport in a socially distanced world

rapport is essential to creating successful business relationships. It is a
well-known belief that body language accounts for 55% of our communication
effectiveness. Tonality accounts for 38% and our words just 7%. But in a world
where it’s difficult to meet in person right now, how do you make sure you’re
communicating as effectively as possible?

Post-Covid-19, people are seeking connection more than ever before; it’s time to capitalise using methods that will keep your prospects engaged and help you build that trust and affinity that leads to longstanding relationships.

Get your body language right: On a video call, presentation
matters. Keep your attention on the call, make eye contact and demonstrate your
interest in what they have to say through positive body language. Even if
you’re on a voice call, endeavour to correct your posture and smile. It will
have a positive effect on your communication style, your energy, your tone and
even your vocabulary.

Say their name: When you use your prospect’s name regularly, you reassure
them of your interest and hold their attention.

Mirroring to establish connection: If you mirror the way your prospect
speaks, you will focus more attention on your words and sentiment rather than
their surroundings. If they speak slowly, try to replicate it; if they speak
quickly, try to keep up with their pace.

Tailor your approach: Try to identify how your prospect approaches business and
tailor your own approach to suit. Some people tend to be conceptual and
strategic and don’t like getting bogged down in detail. Conversely,
detail-oriented people will be reassured by a detailed and analytical approach.

Matching communication style: Identify quickly if your prospect is
a visual, auditory or kinesthetic communicator and match their style.  Listen for words like; see and look (visual),
hear and listen (auditory), feel and sense (kinesthetic). Your prospect will
feel better understood and a stronger connection if you mirror their words back
to them using statements like: “let me show you”, “I hear what you’re saying”
or “I sense there is an opportunity here”.

Active listening: Listen closely to what your prospect says and reaffirm their
thoughts back to them, where you can to show that you’ve listened and are
committed to finding the right solution for them.

Ask searching questions: These questions give your prospect the opportunity to talk about their pain points and give you far greater insight than limiting them to a ‘yes’ or ‘no’ response. It also fosters a much more organic conversation, and the more your prospect is involved in the conversation, the more engaged they’ll be.

Demonstrate your expertise: Establish who you are and shed light on the problems you solve for customers, staying focused on the end-user benefits. This is where you can compound your active listening skills by demonstrating how your service could make a difference to their business.

Show empathy: Use phrases like “I understand where you’re coming from”.
Showing genuine empathy helps you to gain the prospect’s trust and leads them
towards accepting that you really may be able to help.

Communicate the purpose of your call: Always communicate clearly and professionally, the desired outcome of your conversation. Your prospect will appreciate knowing the purpose of your call from the outset and they will see that you value their time. At Air, we’re experienced in building rapport and shaping the right sales approach for our customers. To hear more about how we can help you achieve your sales goals, get in touch today or call us on 0345 241 3038.