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Selling God to Millions

Did you, like me, watch in awe the inauguration ceremony of President Barack Obama?

Were you amazed at how 2 million Americans of many colours, creeds and backgrounds came together in the freezing Washington air to bear witness to this historic event?

The Presidential address was excellent and Obamas rhetoric did not disappoint but for me the person who captured the mood and emotion of the occasion was the Reverend Dr Joseph Lowery the elderly pastor who gave the Presidential benediction.

It was not only the content of his presentation that captured my imagination but also the style of his delivery.

He started very haltingly but then his voice gained strength as did the power and poetry of his words. The following extract form me encapsulates the cleverness of his discourse.

"..we ask you to help us work for that day when black will not be asked to get in back, when brown can stick around... when yellow will be mellow... when the red man can get ahead, man; and when white will embrace what is right."

2 million people then in a single joyous voice joined with him to chant Amen, Amen, Amen. How many of the countless millions watching throughout the world caught up in the moment joined with him in the Amens

Also in the speech were many cleverly crafted biblical references "when tanks will be beaten into tractors" (swords in to ploughshares) and noteworthy phrases that embraced all "when every man and every woman shall sit under his or her own vine and fig tree" but in these few words of colour he painted a picture of disadvantage, discrimination and repression that had been suffered for decades.

What are the lessons we can learn from this speech to 'sell' to our 'audience'?

How can we introduce arguments and proposition to influence others?

Unless we can capture people's hearts we cannot capture their minds.

I am a lifelong student of what creates power, impact and influence in verbal and non verbal communication and have developed 'The 7 keys to P.E.R.F.E.C.T. communication', which I use to coach others to create and deliver presentations of power and impact.

Reverend Dr Joseph Lowery's benediction and the way he delivered it had each and every element of the P.E.R.F.E.C.T. framework.

Personal Impact - His own presence as he stood slightly stooped before the microphones

Emotional Connection - How we as onlookers, separated by thousand of miles still connected to the power of his words and emotion.

Right to talk - His age, his race and his creed bore testimony to his deep connection with the struggle of men and women of colour.

Facts - His illustration of how the attitude to colour has been used to keep people subjugated.

Encapsulate - In just a few carefully crafted words how he created a vivid picture and weaved an elaborate tapestry of persecution and discrimination.

Congruency - His body language, his voice and the words he used to convey his message carried with them an honesty and passion that was totally congruent and authentic.

The Company - The fact that he shared a podium with Obama, Clinton and many past Presidents reflected the respect, gravitas and esteem of others and validation of his position.

This for me was the highlight of the ceremony and an object lesson of how in a few words we can convey a wealth of meaning and engagement.

Whether we are in front of millions, in a board meetings or pitching to a client the power of our words, the way in which we convey them and the connection we make with our 'audience' directly relates to our business, personal and financial success.

90% of what you offer is the same as your competition.

So what is that extra 10% that is the difference between winning and losing that bid?

It's YOU and how you and your team connect with your prospects

Download the excellent 7 Keys to P.E.R.F.E.C.T. Communication
"A good presentation entertains us - a great presentation moves us to take action"


Dexter Moscow is the MD of Audience Dynamics, a company that specialises in coaching people to achieve communication excellence.

Over the last 40 years Dexter has gained substantial expertise working and educating at the highest level in the advertising, sales, property, and entertainment industries.

His work with the Dale Carnegie organisation and his live appearances, presenting and selling £millions worth of products for major organisations on QVC The Shopping Channel, informs his unique approach to corporate communication and influencing skills.

As a TV personality and M.D. of Audience Dynamics he specialises in coaching people to achieve communication excellence and conducts influencing excellence and master influencing excellence seminars.

As a keynote speaker and business coach, those attending his presentations and courses have gained heightened communication abilities, new insights and increased confidence in 'selling', business pitching and presentation situations.

These interactive workshops focus on 'Sales' Skills in all aspects of that term and 'How to sell to an invisible audience' using a unique system The 7 keys to P.E.R.F.E.C.T. communication, a process to win more business.

Graduates of these courses are empowered to persuade, engage and develop instant rapport with a diverse audience resulting in effective communication, more sales and greater brand recognition.

Working with major organisations, individuals and teams he has positively impacted turnover and profitability.

A selection of client companies: -

Marks and Spencer, British Land, QVC, SIMA, Diabetes UK, DSH Accountants, Ideal World, Summerson Goodacre, Professional Marketing Forum

Published: 26th March 2021

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Our employers say...

I have always found Rob to be very knowledgeable about our industry sector, and it is refreshing to see after all of these years that Rob continues to quickly and accurately understand my requirements.

HR and General Manager, THK

Thanks for all your help during the recruitment process. I have been extremely impressed with Aaron Wallis especially when compared to other agencies we have dealt with. I really felt you grasped the type of person we required and found strong candidates.

UK Sales Manager, Nexcom

Since joining DSGi, Rob has been a supplier of permanent staff and has performed to an extremely high standard, successfully filling 98% of roles he has worked on. If anyone is looking for a good sales and marketing based consultancy with an informal yet professional approach, I would recommend Rob.

Senior Recruitment Consultant, DSG International

In an industry where people over promise and under deliver, Rob and his teams have consistently provided a high-quality service. It is great to deal with someone that has an excellent understanding of UK industry, and a passion for sales.

Sales Manager, TR Fasteners

Giles is highly professional and was a pleasure to work with. He achieves excellent results through his personable skills and tenacity. I have no hesitation in recommending Giles to anyone who considers employing his services.

Commercial Director, G4S Government & Outsourcing Solutions

I have used Aaron Wallis to fill a number of our Sales Development Manager roles and I have found them to provide a very professional service. I will use their services again in future recruitment campaigns.

HR Business Partner, Greene King

We appointed Aaron Wallis in February and the successful candidate, out of the six which Aaron Wallis introduced, was able to join Alphametrics before the end of April. The whole process took less than three months. I would recommend Aaron Wallis' services to others without hesitation.

Chief Financial Officer, Alphametrics

Rob’s knowledge of the recruitment industry and his thoughts and how to make it better for his clients have always been eye opening. I would recommend Rob to anybody who is looking for a professional, knowledgeable and flexible recruitment specialist.

CEO, Friday Ad Online Services

Giles Phillips is a rare find in the minefield of sales recruitment; an honest and thoughtful recruiter who considers the needs of both the client AND the candidate to create perfect role matches. I look forward to working with him again in the future.

Marketing Director, City of London Police

I really liked the YouTube presentations which made the service seem both simple and accessible. The company came to see me, and my management team, at short notice to present their service and I liked the support and advice that I received about maximising the results from the applicant.

Managing Director, Leisuresec plc

We were impressed not only by the quality of candidates you found for us but also the level of information, preparation and qualification you put into the process. You continually kept us informed of each person’s feelings about the process, which is very important but often overlooked. I am looking forward to working with your company again in the future.

Commercial Director, Incentive Facilities Management

Understood the type of person we were looking for and good follow ups - not too frequent.

Managing Director, bigHead Bonding Fasteners Ltd

I found Aaron Wallis to be very professional and efficient, taking time to understand the role and the type of candidate we were looking for. The candidates they put forward met our criteria and were of a high standard. The service they provided was exemplary and I would have no hesitation in recommending them, and will certainly consider using them again in the future.

HR Assistant, Fischer Connectors Ltd

Aaron Wallis has continuously provided us with suitable candidates that have been proactively sourced. Having used countless recruitment companies, Aaron Wallis are the only company that I can count on to deliver.

Managing Director, JARK Healthcare Recruitment

I just wanted to thank you for your help with our recruitment process which went very smoothly and has – we hope – found us just the person for the job!

Managing Director, Citrefine International Ltd

Rob is a true recruitment professional that goes the extra mile that I have never experienced from any other recruitment agency before. If you need sales people call Rob or someone in his team, as they really are experts in sales recruitment.

Sales Director, Inside Business

Our candidates say...

A great recruitment company to work with. Excellent experience with Aaron Wallis through the entire recruitment process. The team was really professional and extremely helpful. Darren was a pleasure to work with. He was friendly, supportive and gave me great advice. Thank you very much!

A. Bauchet, Candidate

Aaron Wallis (and in particular Rob Scott) have been fantastic throughout the recruitment process, and even a few months down the line, still continues to care. Rob clearly cares about each individual and has a wealth of knowledge and expertise, which shows in the work he does. Each candidate is not just a number, and the support received from Aaron Wallis has helped me get a career which I truly enjoy.

M. White, Candidate 

Aaron Wallis Sales Recruitment are a very friendly and professional recruitment organisation who listen to your needs, work with you and act on your behalf which sets them apart from many of their competitors who in my experience are willing to throw anything at you. We discussed my history, my preferences and my wishes - one opportunity was introduced. It was perfect. I start at the end of June.

R. Buckley, Candidate

I have to say coming across and having dealings with Aaron Wallis proved to be very successful. Being highly experienced did not seem to count for much during my job search bit a conversation with Robert Scott gave me a real confidence boost and enabled to get a position at the age of 63. Great service!!!

D. Burgess, Candidate

I've had a really good experience working with Giles Phillips at Aaron Wallis. From initial contact to the finer details of securing the job, he has been very professional and a pleasure to work with.

M. Shutt, Candidate

Excellent experience from first contact to ultimately securing a suitable placement. Giles looked after me in a very professional and friendly manner. He used his expertise and experience to ensure I was put forward for the most suitable positions for my skill set and found me a new role very quickly. I can't recommend Aaron Wallis Sales Recruitment highly enough.

M. Green, Candidate

Aaron Wallis is an outstanding recruitment agency specialising in high calibre sales positions. I was working directly with Darren Dewrance who went above and beyond my expectations in sourcing me my perfect role. I was kept in regular communication with Darren and he worked extremely hard to secure my dream job. Highly recommended and Thanks Darren for all your expertise and hard work.

R. Sealy, Candidate

The service provided by Aaron Wallis has been just great. I was constantly informed about what was going on with the process interview and the agent has always been supportive and kind to me.

L. Colagrossi, Candidate

Less than two weeks after joining Aaron Wallis I was offered my new job. I got a £10,000 rise in my basic salary, car allowance, a laptop and many other perks, which will help to further my career. I definitely would not have found my dream job without the help of Aaron Wallis.

C. Hoy, Candidate

Fantastic service, helped me find my ideal job quickly and smoothly. Would highly recommend them.

C. Caine, Candidate

Aaron Wallis have provided me with an excellent service, Giles went out of his way to help me preparing for my interview and supported me through all the processes. If you need an agency to give you a fully professional and consultative approach to finding you a new career move, the Aaron Wallis can certainly provide this for you.

D. Richards, Candidate

Very good advice and support was given during the course of the interviewing process. Potential job seekers would be well advised to use this company whilst looking for their new career.

R. Speakman, Candidate

The Recruitment agent I used, Simon, was extremely helpful and really went the extra mile to ensure all of my questions were answered, and that I felt as comfortable and prepared as possible. Very professional company and would definitely recommend to others. Thank you Aaron Wallis!

A. Callaby, Candidate

I can honestly say that the time and expertise you gave me was way beyond any other recruitment consultant I dealt with. You are a rarity in your industry.

S. Akers, Candidate

Really excellent experience dealing with Aaron Wallis. Liam Oakes who helped me get a great job was brilliant. Kept me up to date during the process and offered great help and advice, and a thoroughly nice guy. Highly recommended!

J. Hathaway, Candidate

Perfect from start to finish. Simon deserves a shout out. Best recruiter there is. If you need a job, this guy will get you one. He's like the super man of recruiters. Top man, can't recommend him enough.

M. Crisp, Candidate

Excellent service, very professional and friendly, would and have, recommended Aaron Wallis.

E. Heley, Candidate

Good swift process with Aaron Wallis, informative regarding the role and the process was moved at a good pace with healthy interaction. Would recommend them to anyone pursuing a change.

S. Bartlett, Candidate

Aaron Wallis helped me secure a position I really wanted. Giles sought to keep me updated with all the details preceding interviews and after with feedback. I would highly recommend Giles and Aaron Wallis Sales Recruitment.

L. Taylor, Candidate

Fantastic customer service, communication was brilliant, happy polite people to talk to, made everything a lot easier and smoother. Thank you for all your help getting me back in the work force, Keep up the good work :-)

K. Everitt, Candidate