You’re Great at What You Do – But "Sales" Still Feels Awkward?
I’ll Teach You How to Sell With Confidence – Without Changing Who You Are. No Pressure. No Pretending.
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Why You're Here
Most people do not fail in business or at their job because of their product or service; they fail because they never learned how to sell it properly.
Hey there! I’m Edison Apolonio. I’ve spent over 20 years in sales across tons of different industries – from cars and real estate to food service and everything in between. These days, I work as a Business Analyst at one of Australia’s leading business brokerage firms, and I’ve recently started coaching on the side because, honestly, I love helping people get better at sales.
I enjoy helping coaches, consultants, and service-based founders like you craft a sales system that feels totally natural, super genuine, and, most importantly, consistently profitable. No weird pressure, no pretending – just real connections.
So, if you’re keen to sharpen your sales game, boost those conversions, get more clients, win more deals, and increase your revenue - you’re in the right place.
About Edison
Every business rises or falls on one skill: sales.
I figured that out pretty quickly. Over the past two decades, I've been in the trenches, selling everything you can imagine – from big-ticket items like brand new cars and real estate (selling investment properties off the plan before construction), to everyday essentials like mobile phones and health supplements, even travel packages, cinema advertising and vacuum cleaners. If it had a price tag, chances are I've sold it!
Here’s something I’m really proud of: I also built and ran my own food-service business in Sydney's highly competitive market, all from scratch. I personally signed up every single client by hitting the pavement – knocking on doors, making cold calls, and sending emails directly to chefs, pub owners, and restaurant owners.
That chapter hammered home some crucial lessons: resilience, emotional intelligence, and the absolute importance of backing yourself.
I currently work as a Business Analyst at one of Australia's top business sales brokerage firms. I'm one of just a few people who get to chat directly with founders, CEOs, and owners of multi-million dollar businesses. My main role is to reach out and walk them through the initial steps of selling their business, helping them get super clear on their options and make smart, informed decisions. Once they're ready to go, our brokers handle the transaction, but it all starts with those important conversations I lead.
Yes… I've sat across the table from business owners and entrepreneurs running every kind of enterprise imaginable – from dynamic startups hitting their first million to established companies generating well over $70 million a year. I even spoke with a lady who (inside of 10 years) managed to build a business now generating revenue in excess of $200 million.
That's quite a leap for a kid who began life in poverty, and those diverse experiences have profoundly shaped my understanding of what truly drives a business, and ultimately, a sale.

This hands-on experience has given me a rare insight into how successful business owners tick – how they think, how they decide, and what makes them buy. I bring all those insights right into my coaching, so you can speak clearly, build trust faster, and confidently seal the deal. My goal is to help you sharpen those skills so you can chat confidently with anyone, anywhere.
Quick Facts:
20+ years of real-world sales experience
Built and operated a food-service business in Sydney, Australia
Business Analyst at a leading business sales brokerage firm in Australia
Practical, direct, and focused on results
Lover of food, travel, photography and storytelling
Passionate about helping people win in business and in life
What I Offer
Services
1:1 Sales Coaching
Designed for coaches, consultants, and founders who want a sharper process, stronger clarity, and a higher close rate.
You will learn:
  • How to take full control of a discovery call
  • Clear communication that builds trust quickly
  • Simple psychology behind confident selling
  • How to handle objections without pressure
  • A repeatable structure you can rely on every time
Consulting for Teams and Agencies
If you run a small business or agency and your team struggles with consistency, communication, or conversion, I can help elevate their performance quickly.
Together, we will:
  • Review and refine your existing sales process
  • Strengthen your follow-up systems
  • Improve communication and closing techniques
  • Build clarity, confidence, and accountability within your team
Let's get your sales working for you - book a consultation today.
Real Recommendations from Real People
What they say about me
"It was a pleasure to work with Edison. As an entrepreneur who has worked professionally as a writer for many years… I know the niche that I'm strong in and niche that I'm not. Sales is one of those niches. He is a joy to work with, super hard worker and concise with direction. If you're an entrepreneur looking to skyrocket your conversions... reach out to Edison today."
Catt Smiley - Performance Coach, Business Owner & Retired Pro Skier
"Edison is one of the most naturally gifted communicators I've ever encountered. His verbal and written communication skills are exceptional – he's articulate, well-mannered, and has this remarkable ability to connect with people at every level. Whether he's speaking with clients, team members, or business partners, he commands respect while making everyone feel valued and heard."
Michael Troy G. Moraleda - Founder, MT Consulting
"I've had the privilege of knowing Edison Apolonio since 1994, and in all those years, I've watched him excel in every sales and leadership role he's undertaken.
Edison is one of the most naturally gifted communicators I've ever encountered. His verbal and written communication skills are exceptional – he's articulate, well-mannered, and has this remarkable ability to connect with people at every level. Whether he's speaking with clients, team members, or business partners, he commands respect while making everyone feel valued and heard.
His success speaks for itself. As the driving force behind SANDA Fine Foods, Edison built a thriving business supplying premium produce to Sydney's top restaurants and hospitality venues across the metropolitan area. For years, his sales expertise and business acumen provided stability and prosperity for his family – a testament to his dedication and skill.
But what truly sets Edison apart is his ability to teach and empower others. During his highly successful career as an Executive in the MLM industry, he didn't just achieve his own goals – he coached and mentored his entire team to reach theirs. Edison has a unique gift for breaking down complex concepts and communicating strategies in ways that people can easily understand and execute. His teams succeeded because he invested in their success.
If you're looking for someone with proven sales excellence, exceptional communication skills, and the ability to inspire and develop others, Edison Apolonio is that person. He doesn't just talk the talk – he's walked the walk for decades."
"Eddie's ability to turn an angry chef around and then have them place an order proved to me how good he is. Time and time again customers that I thought we'd have no chance of snaring Eddie reeled them in. And they stayed as well. Not just one hit wonders. Whatever the product or service is, he has been able to sell it with ease. I definitely learnt a lot from him over those years in that business and not having a sales background let alone the confidence to deal with rejections easily - he helped me overcome those issues."
Warren Stevenson - Co-Founder, SANDA Fine Foods
"I've known Eddie for over 25 years now and over all that time he has always been in sales. If there is one thing Eddie knows how to do well, that is sell. I've worked closely with sales-oriented people over the last 25 years and no one comes close to Eddie's skill set.
A while back Eddie and I started a food service business together. We were told that we must be mad. The market is bad, it won't work, you'll fail before you get going.
This is where I really saw Eddie's skills at work. It's not about the product knowledge, or how flash your product is. If the potential customer doesn't like you then it's no deal.
Eddie's ability to turn an angry chef around and then have them place an order proved to me how good he is. Time and time again customers that I thought we'd have no chance of snaring Eddie reeled them in. And they stayed as well. Not just one hit wonders.
Whatever the product or service is, he has been able to sell it with ease. I definitely learnt a lot from him over those years in that business and not having a sales background let alone the confidence to deal with rejections easily he helped me overcome those issues.
For anyone looking to learn from a true professional I cannot recommend Eddie highly enough. He has the knowledge, experience and patience to help anyone willing to learn."
"What truly sets him apart is this: Edison doesn’t just sell, he teaches. He breaks down concepts in a way that’s crystal clear, instantly actionable, and impossible to forget. Over the years he’s helped me and my team polish our sales approach, sharpen our messaging, and elevate the way we communicate with prospects. When he explains something, you get it. When he shows you a technique, you can use it immediately. That level of clarity is a gift and Edison uses it generously."
Mark Anthony - Co-Founder, More Clients Fast
"I've known Edison for more than twenty-two years, and in that time I've watched a lot of people talk about high-ticket sales… but very few who can do it at the level he does.
Edison is one of those rare operators whose written and verbal communication is so sharp, so precise, and so naturally persuasive that you almost don’t notice how masterfully he guides a conversation - until you realise you’ve just learned more in ten minutes with him than you usually do in an entire seminar.
From the day I met him, he’s been immersed in high-ticket selling. Not in theory. Not as a hobby. But as a disciplined practitioner whose results speak louder than any title ever could.
And what truly sets him apart is this: Edison doesn’t just sell, he teaches. He breaks down concepts in a way that’s crystal clear, instantly actionable, and impossible to forget. Over the years he’s helped me and my team polish our sales approach, sharpen our messaging, and elevate the way we communicate with prospects. When he explains something, you get it. When he shows you a technique, you can use it immediately.
That level of clarity is a gift. And Edison uses it generously.
He even took those same high-level communication and sales abilities and built a successful food-service business from the ground up - one that supported his family for years. That alone takes discipline, intelligence, and an instinct for understanding people that can’t be faked.
If you’re fortunate enough to work with Edison, listen closely. He brings experience, integrity, and a level of skill in high-ticket communication that is exceptionally rare. And after knowing him for more than two decades, I can say without hesitation: he’s one of the most capable and valuable people you’ll ever have in your corner."
Learn From Experience
Blog and Insights
Actionable insights with zero fluff.
This is where I share practical lessons from 20 plus years in sales, along with real conversations from the field.
Featured Articles:
What actually drives a buying decision
The real reason people say "let me think about it…"
Why most discovery calls fail
How to communicate value without sounding scripted
Interest vs intent, the difference that changes everything
What Actually Drives a Buying Decision
Most folks tend to think buying decisions are all about logic. You know, comparing features, weighing the pros and cons, then just picking the best option – simple, right? Well, not exactly.
Look, after 20+ years in sales and literally thousands of chats with business owners, I've seen one thing stand out like a neon sign: People buy on emotion first. The logic? That just comes along for the ride later.
So, what really drives a buying decision? It boils down to three key things:
  • Pain - They've got a problem they want solved, period. Something that's slowing them down, costing them too much time, energy, or cold hard cash.
  • Desire - They've got this clear vision for what life looks like once that problem is gone. We're talking more freedom, more clarity, more growth, or just more peace of mind.
  • Trust - They need to genuinely believe that you're the right person to get them there. It's not just about your product, it's about you.
And that's why two people can sell the exact same thing but get completely different results. Your buyer isn't just picking a solution. They're picking the person who delivers it.
When you really get what drives a buying decision, you stop just rattling off features and start speaking to what truly matters. And honestly, that's when your sales process starts to feel pretty effortless.
"People will forget what you said, people will forget what you did, but people will never forget how you made them feel." - Maya Angelou
The Real Reason People Say "Let Me Think About It"
Ever heard "Let me think about it?" Yeah, me too. And while it sounds totally innocent, most of the time? It's not the whole story. It's usually just a polite way for someone to, well, hit the brakes.
Folks usually throw that out there because they're not quite ready to tell you what's *really* on their mind. And honestly, what they're often trying to say boils down to a few key things:
  • "I'm just not sure this is right for me."
  • "The value isn't quite clicking yet."
  • "Something here just feels fuzzy."
  • "I'm not 100% confident making this call."
  • "Hold on, you haven't touched on my biggest worry yet."
And get this – notice what's totally missing from that list? Price. Seriously, "Let me think about it" is almost *never* about the money. It's always about clarity and confidence.
When this pops up, it's often a signal that we might have jumped the gun a bit. Maybe we rushed through understanding their situation, or we started pitching before we'd really earned their trust. It happens to the best of us!
Now, the trick here isn't to push harder. Nope. It's actually to get more curious. Ask those deeper questions, peel back the layers, and help them connect the dots. When people feel truly understood, that's when they're ready to commit. It makes all the difference.
"People don't care how much you know… until they know how much you care."
Why Most Discovery Calls Fail
Discovery calls don't fail at the close. No, they usually go wrong early on, often in the first 10 minutes. Why? Most folks jump straight into pitch mode, talk way too much, or just try to sound impressive.
But really, the whole point of a discovery meeting is quite simple: it's all about understanding them better than anyone else ever has.
From my experience, you're essentially trying to figure out three key things that matter:
  1. What's really going on. We're not talking about the surface-level stuff. Dig deeper to find that real constraint affecting their time, money, or even their peace of mind.
  1. What it's costing them. Every problem has a price tag attached, whether it's stress, revenue leaks, delays, or missed opportunities. This is where the urgency to act truly kicks in.
  1. What they actually want instead. What's their ideal outcome? Paint that picture of what "better" truly looks like for them.
That gap between where they are and where they want to be? This is exactly where your offer comes in. A great discovery call is about 80 percent listening and only 20 percent talking.
When you approach it this way, people notice it. I've actually had prospective new clients tell me this directly:
"The difference between our meeting with you compared to the other guys we've spoken to before you is significant."
This is the outcome when you take a moment to slow down, ask genuinely thoughtful questions, and truly make the meeting all about them instead of rushing through your pitch. A lot of calls stumble because the focus is on qualifying, not on genuinely understanding.
"Seek first to understand, then to be understood." - Stephen Covey
How to Communicate Value Without Sounding Scripted
Look, people can tell when you're just reading a script. They can feel when you're trying too hard. And they can definitely pick up on it when you're rattling off a pitch you've delivered a hundred times before.
When it comes to communicating real value, here's the straightforward truth: Keep it authentic. Keep it crystal clear. And make sure it's relevant to them, always.
So, how do you do that?
  • Always start with their problem, not your solution. People only truly listen when the conversation kicks off with something that matters deeply to them.
  • Speak like a normal human being. Ditch the corporate jargon and all those buzzwords. Just talk in a way that feels natural and easy to grasp.
  • Connect the dots directly to their world. Show them how your offer actually saves *them* time, protects *their* revenue, eases *their* stress, or helps *them* hit their goals quicker.
  • Share real stories. Examples, personal experiences, and genuine conversations hit differently and land much better than any canned pitch.
  • Highlight the outcomes, not just the features. Features describe what something *is*. Outcomes explain what it *does for them*, and that's what truly persuades.
Honestly, when you stop trying to "sound valuable" and instead just focus on genuinely being helpful, the whole vibe shifts. You won't come across as salesy. You'll come across as trustworthy. And let me tell you, trust moves deals forward way faster than any perfectly memorized script ever will.
"The most powerful person in the world is the storyteller." - Steve Jobs
Interest vs Intent, The Difference That Changes Everything
Look, most people you speak to will seem interested. But only a small percentage will genuinely have intent. And honestly? This is where a lot of folks in sales end up wasting their precious time.
Interest is pretty passive. It sounds like: "That's good to know," or "Maybe down the track," or even "I'll think about it." It's polite, but it's not a commitment.
Intent, on the other hand, is active. It sounds a whole lot more like: "This is a real problem for me," "I need this fixed, like, yesterday," or "Okay, what are the next steps we can take?"
Interest means they kinda like the idea. Intent means they're actually ready to roll up their sleeves and take action. So, your real job isn't to twist arms to convert the interested. Your focus is squarely on uncovering that true intent.
And how do you do that? By asking sharp, insightful questions that really highlight:
  • What the problem is costing them right now.
  • Why it truly matters to them in this moment.
  • How it's impacting their bigger goals.
  • What awesome changes happen if they get it solved.
  • And, just as importantly, what it means if they don't tackle it.
The moment someone shifts from "this sounds interesting" to "I need to move on this now," the whole vibe changes instantly. You stop pushing, and they start pulling. And suddenly, that sale feels genuinely effortless.
"Successful people ask better questions, and as a result, they get better answers." - Tony Robbins
Ready to Transform Your Sales Results?
If you're serious about mastering sales with clarity and confidence – without the sleaze or pressure – let's talk.
My sweet spot is working with coaches, consultants, and founders who are hungry for real results, not just theory or fluff.
First things first, we'll always kick off by understanding your specific challenges and what you're truly aiming to achieve.
So, how about we jump on a free 30-minute chat? Or, if you're more a LinkedIn person, connect with me there and shoot me a DM with "COACH". I'll personally get back to you to set up a super chill, no-pressure discovery call. We'll explore how I can help you seriously level up your sales skills and results.
Location
Sydney, Australia
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All Rights Reserved.