Richard Moore

I help consultants get clients on LinkedIn, using sales and content 🚀 Follow #RichTips for content

At some point it becomes obvious: your expertise isn’t the problem.
The real challenge is turning that expertise into consistent, high-value revenue.

Whether you lead a commercial team or run your own consultancy, gaining traction with potential clients on LinkedIn often feels harder than it should.

That’s where I come in.

I train leaders, consultants, and founders in the psychology of high-trust deal-making and sales. This helps individuals and teams move from interest to commitment without pressure or scripts.

My work blends behavioural psychology, strategic communication, and modern sales design.
More importantly, it comes from doing it:
22+ years of being a sales practitioner and $millions in converted deals.

Because theory is powerful
But you can't beat having done it too

Crucially, the help I give is for those who want to sell with nuance, credibility and long-term results.

Here’s what we focus on:
Strategic positioning: shaping how your expertise is perceived by buyers and decision-makers

Authority content: creating trust through clarity, not noise

Conversation design: turning dialogue into opportunity with structure and intent

Deal-flow mastery: applying timing, buyer psychology, and decision dynamics to close complex deals

I’ve worked with organisations from Microsoft and LinkedIn, to JP Morgan and Deloitte
Beyond this I've also coached thousands of consultants, coaches and founders

All of them have had the focus on refining how they sell and how they communicate

As a 2x LinkedIn Top Voice and LinkedIn Learning Instructor with five courses on sales and communication, studied by tens of thousands of professionals worldwide, I'm asked to work with professionals on their delivery, awareness of buyer state and the words that move a buyer to step forward. 

My communities, the LinkedIn Client Accelerator and Art of Sell, bring together over 500 members focused on mastering client acquisition and high-trust sales.

In the offline world I founded Entrepreneur Business Live, a global event series connecting business leaders to support local causes and I’ve delivered keynotes and lectures at Oxford University, Warwick Business School, University of Edinburgh, Nottingham, Pearson Business School and many more.

If you want to elevate how you or your team win clients, with more trust, depth, and commercial precision, this is where we start.

DM me here on LinkedIn
Or email directly richard@therichardmoore.com
Or check out the featured links on this profile for more

Follow #RichTips for insights on high-trust deal-making and sales

Founder - LinkedIn Client Accelerator

In 2003, I was making 100 calls a day
In 2026, I'm teaching AoS members to close on the first call

Back when I was making 100 calls a day,

I became obsessed with understanding why people said yes or no. What was actually going on in their head when they made a decision?

(Standing at your desk all day with your phone in your hand, dialling numbers and getting hung up on constantly, will do that to you)

And sure, times are different now

- But buyers haven't changed
- The psychology hasn't changed
- Only the platforms have

In the 22+ years of watching people buy,
here's what I know:

They don't buy because of your offer, 
your price or 
even your expertise

They buy when uncertainty drops low enough for them to feel safe saying yes

That's the whole game.

Sony. Deloitte. Microsoft. LinkedIn. BP. Notion. S&P Capital IQ. Vodafone. IATA. JP Morgan. Thales. GSK. Siemens. BAE Systems. Audible...

The list of deals goes on. 
But the truth is the same:

↳ Uncertainty about you = they stall
↳ Uncertainty about the outcome = they ask for a proposal
↳ Uncertainty about themselves = the infamous "let me think about it"

And most of what's taught out there treats these 3 as the same problem,
but each one needs a completely different response

So here's some clarity for you

If they're uncertain about you:
↳ That's a positioning and authority issue
↳ No amount of explaining your offer will fix it
↳ You fix it before the call even starts

If they're uncertain about the outcome:
↳ That's a clarity issue
↳ You're overcomplicating what happens after they say yes.
↳ Simplify the path

If they're uncertain about themselves:
↳ That's the one most people miss entirely
↳ That's the buyer asking "am I the kind of person who invests in this?"
↳ And you can't logic your way through that. You have to make them feel like they belong in the room

The only psychology in sales that works is:

↳ reducing uncertainty
↳ increasing safety and
↳ helping someone think clearly enough to make a decision they already want to make.

That's what I learnt standing at that desk in 2003
And it's what I'm still teaching now

What's the uncertainty your buyers struggle with most?

--
I train founders, consultants and coaches in the psychology of high-trust deal-making and sales. 
Have a look in my featured links here for more → Richard Moore

#RichTips

I train founders in the psychology of high-trust deal-making and sales | Creator, Art of Sell | 3× LinkedIn Top Voice | 5 x LinkedIn Learning Instructor

These two people are incredible. 

And I want to share why. 

Yesterday in London we had the second part of our Position to Convert event. 

This is an immersion that founders joined to understand deeply strategy, brand and conversion. 

And in covering those three topics there's no way I could have done it on my own. 

To have Sara Marshall, with her background in strategy and Aarti Parmar, with hers covering brand, it teed up the day for an incredible event. 

Because enthusiasts can chat about those topics 
↳ But when you bring lived experience 
↳ Case studies
↳ Examples with detail that you did yourself 
↳ and answers to the questions that start "Yes but what about if..." 

It provides a level of depth that made me proud to be part of it. 

Huge thanks to the attendees who came along, too. You were all fantastic and the interaction was a truly wonderful moment to experience.

While it was incredible to see Sara and Aarti delivering their art, it was also an event only made possible by the work, interaction, and sharing of those who attended. 

Thanks also to Art'Otel for providing a beautiful location, view (and catering). 

I'm genuinely excited to see the journeys of the attendees in the weeks and months ahead. 

What's been the most notable event you've attended recently? 

--
PS it is a seriously small world. It was quite amazing to see how many people knew each other or were connected only by one person to someone else. 
Just shows how connected we really are if we spend any time networking on platforms like LinkedIn!

#RichTips

This is not an advert
But it is a masterclass in how to build a connection.

I run. 
A lot. 
I run like some of you comment on LinkedIn🤭
Yeah. That's a lot!

So I use electrolyte salts to rehydrate.
Henry Porpora's company SULT™ sells them. 
I was using a competitor.

A month ago, Henry connected
Just another day and another founder

But here's what I did and you should consider the same:

↳ Before accepting, I checked his profile 
Always do this as a new connection is a new opportunity (doing nothing is a waste of the moment)

↳ I looked for commonality 
Commonality is a reason to start a conversation and be memorable

↳ I found it
And so I used it (see second image)

Suddenly, I'm not just another connection 
And neither is he

We both saw the opportunity 
And Henry jumped in too

This is what creating opportunities looks like

While everyone else is just collecting connections
And thinking the more they have the better it is

I'm much more interested in going deep with individuals

"Ha! What's the play?" I responded after his reply

"How about this" he wrote...
"I'll send you some on me. If you prefer us you throw the other ones in the bin. If not, give Sult to a friend. Everyone's winning"

"Deal", I said. 

Now look, this is hardly the deal of the century.
But look at this new relationship compared to many you see on LinkedIn. 

All because I bothered to check a profile
And who knows where this goes next

One thing is for sure: it's not a forgettable connection now.

PS I really liked Sult too. Thanks Henry.
Hydration tastes far better now!

Who have you had a meaningful connection with here?
(Only AI won't tag anyone in the comments👀)

--
📌On Thursday this week I'm running "The DM Playbook" session live in Art of Sell. 
Join today for a free 7 day trial using the "Visit my Website" link at the top of this post 👆

#RichTips

Richard Moore with water splashing his face

This Sunday is International Women’s Day.

So on Monday the pink logos will disappear,
The corporate posts will stop,
The press releases will end,
The hashtags will go quiet,
And the moment of public support will pass for another year.

But the real test of how we value the women around us is not what we say on one day in March.

It is what we do the other 364 days:
↳ Do we listen to their ideas?
↳ Do we give credit where it is due?
↳ Do we invite their perspective when decisions are being made?
↳ Do we create space for them to lead, challenge and influence?
↳ Do we actually learn from them?

Because if the only visible support appears when the marketing calendar tells us it is time, then it is not support.

It is performative theatre.

The women I have learned the most from did not need a themed day for their impact to be obvious.

They shaped how I think
They challenged how I work
They improved how I lead
That influence happens across the whole year

So by all means acknowledge International Women’s Day this weekend.

But the real signal is what you do on Monday...
And Tuesday
And every other working day that follows

💕
Shout out to my icon of a mother who made me me
To my two sisters of whom I'm so proud
To my incredible wife who leads and brings me balance
To my two daughters for whom I hope the world will be their playground
And to all the women in my world, on my team, in my communities and in my education
Please continue to mold and shape me

--
PS Which woman can you shout out in the comments that made a difference to you already this year? See my comment for some great examples

#RichTips #IWD2026

Stop "being yourself" on sales calls

I mean it

Because for most founders, "being yourself" on a call means:
↳ Softening your offer so you don't come across as salesy
↳ Rushing through the price so the 'awkward bit' is over faster
↳ Making the whole thing sound smaller than it is so they don't think you're trying to squeeze money out of them

Then they say a polite "thank you" and hop off the call
Never to return

And you tell yourself they weren't ready

But here's what actually happened:

You made yourself small
And the buyer treated your offer accordingly

Now here's the part nobody talks about:

That call doesn't just cost you one deal
It costs you the next 5

Because every time you shrink on a call and lose
↳ The icky feeling gets louder
↳ You start tensing up before the call even begins
↳ You're already apologising for the price in your head before you've said a word

And the buyer feels all of it

I went through this for a period when I left corporate.

I'd been closing 6-figure deals with a brand and a business behind me. Then suddenly asking a founder for a few thousand felt like pulling teeth

The problem wasn't my delivery

I'd stopped seeing myself as the prize

In corporate,
↳ I never questioned whether the offer was worth it
↳ I walked in knowing
↳ And that energy carried the whole call

The moment I went solo, I lost that certainty

And I started "being myself" which really meant being the uncertain version of myself.

So what fixed it?

I had to reposition how I saw my own offer before I could present it with any weight

↳ I stopped comparing my price to what felt comfortable
↳ I started comparing it to the cost of the buyer's problem going unsolved
↳ And I reminded myself that every founder I'd helped had got results that far exceeded what they'd paid

That changed how I carried myself on calls
And the buyers felt the difference immediately

Are you being yourself on calls?
Or are you being the uncertain version of yourself?

--
PS A good number of AoS members joined while stuck in this exact cycle. Underpricing, apologising for their offer, losing deals they should've closed.

Inside AoS we work on how you carry your offer, because that matters as much as what's in it

If you want to see what that looks like, try it free for a week here: https://lnkd.in/eHw5fitm

#RichTips

Richard Moore speaking on the Don't Work Harder podcast.

I spent some time considering if I should post this today. 

Because for some people this will seem incredibly arrogant. 

But I do believe it's worth sharing because the point I'm making, I mean genuinely. 

And the fact is I'm not:
↳ Special
↳ Different
↳ Better than anyone else

Because, just like everyone else, I also started at zero. 

But there's something to be said for being incredibly intentional
And marrying that with consistency across years 

So to all the corner-cutters, hackers and "yes, but could I do it faster people?":

You tend to get what you deserve.
So if you show up in a particular way, you see the results that relate to the work you put in*

I'm interested: What are you doing to be intentional every day? 

--
PS: tomorrow in The Art of Sell I'm going to be going through the four pillars of charisma, looking at it from a science and psychology perspective so you can also tap into this super power for your pitching. 
Join us via a free trial here: www.artofsell.co

*Yes of course there are exceptions and I'm conscious of these as I write this.  

#RichTips

I've worked with 100s of founders. The ones who close effortlessly have one thing in common:

They stopped trying to figure out sales on their own.

Look, most of the founders I work with are not beginners

↳ They ran teams of 30+
↳ held senior roles for a decade
↳ and then left corporate to do something for themselves

And they're good at what they do

But selling your own thing is a completely different skill to selling inside a company

In corporate:

- The brand sold for you
- The pipeline existed before you walked in
- There were SDRs, marketing teams, decks and case studies doing the heavy lifting

Now it's just you

And the instinct for most is: "I should be able to figure this out. I've done harder things"

So you grind alone
↳ For months
↳ Sometimes years

Reading books, watching videos, trying to piece it together from free content

And the pipeline stays inconsistent

because you have dressed up your pride as independence and it's expensive.

The AoS member who went from $2k deals to closing a $66k deal in December didn't get there by watching more YouTube

-He got there by being in a room with people who'd done it before
And letting them show him what he couldn't see on his own

That's the pattern I see over and over again

↳ The ones who move fastest aren't the smartest or the most experienced
↳ They're the ones who were honest enough to say:
↳ "I'm good at what I do. But I need to get better at selling it"

There's nothing weak about that

It's actually the most strategic decision you can make for your business

Take a moment to truly absorb that

PS Art of Sell was recently recognised by Circle as one of its top 50 communities out of over 13,000

And it's built for exactly this:

↳ Founders who know their craft
↳ But want to close with more confidence and consistency

If you've been grinding alone, try it

Have a week trial on me for free here: www.artofsell.co

--
PPS AoS sessions are 60 minutes, punchy and built around doing the work. No 3-hour monologues. We get on with it.💪

#RichTips

Richard Moore hosting his Entrepreneur Business Live London charity networking event.

The most common (and avoidable) reason for not closing deals?

Mistaking a booked call as a warm lead

↳ They agreed to speak with you
↳ That doesn't mean they're interested
↳ It means they're being polite

And polite attention is where most calls go wrong

So here's what happens:

- You do your intro
- You run through your agenda
- You ask about their background
- And you start explaining what you do

Meanwhile, they're sitting there giving you courtesy

↳ They're nodding along because it'd be rude not to
↳ They might even have their emails open
↳ And you're reading that as engagement

But there's a massive difference between someone tolerating the call and someone leaning into it.

So how do you shift them?

I call it the chocolate method

Think of a meal
Starter, main course and dessert.

If you were a kid like me, the dessert was the best part

And most people save their best bit for later in the call

↳ The big client result
↳ The strongest anecdote
↳ The thing that actually lights people up

By the time you get to it, they've already decided whether they care

So move the dessert to the start

I do this on almost every call now.
When someone asks "how are you?"

I might say something like:

"Actually really good. Just come off a call with the head of content for LinkedIn UK. Really interesting chat about how they want to use me more"

"Does not not count as showing off, Richard?" No.

I'm just dropping something in early that shifts the energy from polite to "okay, this person is worth listening to"

Your chocolate might be:

↳ A recent client result that's contextually relevant to who you're speaking to
↳ A name or a company that would mean something to them
↳ A specific outcome from your work that lights people up

And you don't need a long story
One sentence, dosed in early, changes the entire call.

- The mistake most founders make is they warm up slowly
- They get better as they go
- And by the time they're saying the really good stuff, the buyer has already checked out

So bring a punchline to the front.

Now, they realise you're the superhero they need you to be

What's your chocolate?

--
PS We've done over 150 masterclasses on topics like this inside AoS. And right now, I'm offering you a trial on me for free here: https://lnkd.in/eHw5fitm

#RichTips

Richard Moore keynoting at the Infestival Conference in Slovakia, February 2026.

You can’t scale your leadership without scaling trust.

At small scale, people know you. They see you. They understand how you think.

But at a larger scale, that can all disappear.

At that level, people start to interpret you from a distance:
- Through your decisions
- Through your communication
- Through your consistency

And if trust isn’t there, all your results can start to slow down

This Friday I’ll be live with Simone Schiassi, a former Google Global Director, to talk about how trust is actually built and maintained as you grow into more senior leadership roles.

We’ll be sharing practical experiences from inside complex organisations and answering your questions live.

Friday 27 February
UK: 2pm to 3pm
ET: 9am to 10am

If you lead a team, or plan to, join us live.
And let us know below: what questions do you have for the live stream?

--

#RichTips

Marco Zima Simonella, Jeff Abracen and 1 other connection attending

Follow-ups can kill your positioning
So much so that they're probably in the top 5 things I get asked about

And it makes sense too, since c.90% of all deals that do close required some form of a follow up.

This week, I'm dissecting why they matter so much and where to get them right. 

After all, how you follow up sends signals to buyers on your status in the dynamic between both parties.

And wow - we're now over 19,000 subscribers to this newsletter. 
Thank you so much for all the support and wonderful interactions. I hope you enjoy this week's edition. 

Richard

--
PS a free gift for you all at the bottom of this week's article

#RichTips

Why most sales follow-ups quietly weaken the seller’s authority and stall the deal Salespeople are taught that persistence wins deals. The advice appe

Open article: #12: Stop Sending Follow-Ups That Lower Your Status by Richard Moore • 9 min read

#12: Stop Sending Follow-Ups That Lower Your Status

Wow - almost 18.5k of you are subscribed to this newsletter now.
Thank you.

This week, one news story stood out on LinkedIn News 

Standing far above other stories in volume of readers was the recent data showing 5.2% unemployment in the UK. 

And, while this has an effect on employers and employees alike. Beyond all the job market commentary, I believe this represents a shift in the market that affects buyer behaviour too. 

Thank you as always for reading these each week. I really enjoy producing them.

Looking at the analytics, it's wonderful to see that thousands of you tune in within the first 24 hours to read. 

And to those that share their opinions in the comments and in my DMs, thank you. I always welcome the dialogue.

Have a fantastic end to your week,
Richard

--
PS a free gift for any founders / those of you in sales at the bottom of this week's newsletter :)

#RichTips #newsletter #jobs

Weak economies do not punish everyone equally. But they do expose previously hidden differences. UK unemployment has risen to 5.2%, the highest level 

Open article: #10: The End of Average Salespeople by Richard Moore • 7 min read

Often, B2B deals don’t stall because the buyer lost interest.

There's much more going on here. 

They stall because there's a misalignment with the organisation.

You have a great call. They see the value. They agree. Then the deal disappears into “I need to run this internally.”

What’s happening is simple. You spoke to a person, but the decision lives inside a system.

In this week’s newsletter, I break down what I call Stakeholder Physics. 

I also examine the four main roles present in most decisions, and how to manage alignment so deals actually move.

Thank you to the 18.5k subscribers reading these each week. It is all my pleasure to produce them. 

As always, do consider sharing, saving and adding your opinion or reaction in the comments. 

--
Coming soon is an article on agentic AI in selling, with some very special guests contributing! Make sure you're subscribed.

#RichTips

Why individual buy-in creates momentum but group alignment determines whether a deal actually closes. There is a moment in sales that can create false

Open article: #11: Stakeholder Physics: Why Deals Stall Even When Individuals Agree by Richard Moore • 8 min read

#11: Stakeholder Physics: Why Deals Stall Even When Individuals Agree

Ash Rathod

You already know storytelling is essential for your business and brand. But storytelling is much more than the words on your website, content and other communications. The right narrative can inform your short and long term strategy, help align your team, outmanoeuvre the competition and build a tribe of ambassadors.It can help you attract and retain the right customers who are willing to pay you more for a longer period of time and tell others to do the same.It's about high level performance. ie. increasing profits for the business and providing unique value to the people you serve.I specialise in guiding businesses do exactly this. My philosophy centres on a "Story-First Approach," a method that has proven to be the missing link for many who struggle with brand identity and growth.The challenge most people face when building a brand is twofold: either they're paralysed by indecision, never taking the first step, or they jump in headfirst, producing content without a coherent strategy. Both paths lead to a stagnant or unclear identity. The root cause? A lack of strategic direction.  I can help with that.---I studied media and communications specialising in script-writing, where my love for storytelling started. I worked in TV media alongside the London arm of global ad agencies such as StarCom, OMD, PHD Media and many smaller DRTV agencies. My portfolio stretched across global FMCG, (P&amp;G and Unilever) and automotive (Ford and Toyota) brands before moving to Turner Broadcasting (now Warner Bros. Discovery) to work on kids brands (such as Mattel and Hasbro). As the online world began to grow, I moved into Digital Marketing where I helped scale the Manchester office of a Bournemouth based media agency, going from media owner to client side, which consisted of a team of 20+ designers, marketers, copywriters and BDMs.Then after a short sales role at BT, I decided to start my own creative agency, to help start-ups to SMEs with with their communications online.This was almost 16 years ago. I'm proud to say I still run and I own that brand consultancy and design studio in the UK which has focused on serving start-ups to corporations over those years. Right now my focus covers:L&amp;D Training (1:1 &amp; Corporate teams)Speaking at eventsBrand Strategy workshops for start-ups and SMEs.None of these are an overnight fix.But if you are serious about shaping and growing your brand, I can help you do this faster than most.NB. My profile picture has been touched up with AI to change the colour of my shirt and  background

Brand Story Strategist | Managing Director

A brand strategy + design collective specializing in creating compelling content for digital communications. We work with forward-thinking founders, c-suite stakeholders, and marketing teams who passionately strive to lead the change in making the world of work a better place for all.

Our capabilities include:

Brand Strategy

  - Storytelling for brands 
  - Storytelling for leaders

Activation

  - Content Production
  - Media Planning

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