There are moments in business that stretch you so far outside your comfort zone, it feels like your skin doesn’t fit anymore. One of mine came when I was asked to deliver training inside a medical device company that builds… pacemakers.
Yes – actual, life-saving equipment that keeps people’s hearts beating. No pressure, right?
When Your Audience Could Probably Save a Life (But Still Needs Help Selling)
I’d been brought in to deliver a two-day workshop to their sales team. Not on medical knowledge, of course – these people already had years of experience and a deep understanding of their product.
But the issue was… they were losing sales.
Despite offering the highest quality technology on the market, competitors were undercutting them. Lower quality pacemakers were being bought by the NHS because they were cheaper, even though they weren’t as effective. The team were frustrated. Their value wasn’t shining through – and that’s where I came in.
“Even life-saving products need the right message – and the right mindset – to get through the door.”
When I arrived, I was greeted by a lobby display that showcased the evolution of pacemakers across the decades – from huge, clunky devices to sleek, miniature marvels of modern science. It was awe-inspiring. But stepping into that training room, I’ll admit it… I had a wobble.
Here I was, about to teach communication and rapport-building to a room full of sales experts working in one of the most technical and emotionally charged industries in the world.
Cue: Imposter Syndrome.
What I Taught Them Wasn’t in Any Medical Textbook
But here’s the thing I’ve learned from years of running a coaching franchise and teaching NLP – human connection doesn’t change.
Whether you’re selling a luxury car, pitching to a boardroom, or offering a pacemaker that might literally save a life, the principles remain the same. We’re still driven by trust, by emotion, by relationships.
We explored hypnotic language patterns and how they influence decision-making. We practised pacing and leading. We looked at embedded commands and how to build subconscious rapport.
And do you know what happened?
They lit up. Not just because the strategies were effective, but because they finally felt empowered to communicate the real value of what they were offering – not just the price tag.
How This Applies to You
You might not be selling medical equipment – but if you’re working in coaching, training or people development, you are in the business of transformation.
That’s exactly why I created the People Building coaching franchise.
This work is about helping people understand themselves and others better – in relationships, in the workplace, and in life. And sometimes, you’ll work with highly skilled professionals who, like those salespeople, just need that final push to unlock a new level of confidence and impact.
We teach those tools. Whether it’s through our NLP practitioner training or the upcoming hypnotherapy diploma in October, you’ll learn how to build trust quickly, deliver change powerfully, and speak in a way that shifts minds.
It’s not about knowing your clients’ industries. It’s about knowing people.
And that’s where you’ll always have the edge.
by Gemma Bailey (with the help of Ai)
