Master the Art of Selling with Confidence - Without Sounding Pushy or Desperate
No fluff. No theory. Just real, battle-tested sales strategies built from 20+ years on the front lines. If you're tired of dead-end discovery calls, constant objections, or feeling stuck in your conversations, you're exactly where you need to be.
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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.
I'm Edison Apolonio, a Sales Coach, Consultant, and Business Analyst with more than 20 years of real-world sales experience across multiple industries. I help coaches, consultants, and service-based founders build a simple and repeatable sales system that feels natural, genuine, and consistently profitable.
If you are ready to strengthen your sales skills, increase your conversions, and create real momentum, you are in the right place.
About Edison
Every business rises or falls on one skill: sales.
I learned that early. Over the past two decades, I've sold everything from cars and real estate to cinema advertising, mobile phones, digital marketing solutions, food products, and more. I also built and operated my own food-service business in Sydney's highly competitive food industry (all from scratch), where I signed up all our clients by directly contacting and approaching chefs and restaurant owners - knocking on doors, making cold calls, and sending emails. That chapter taught me resilience, emotional intelligence, and the importance of backing yourself.
Today, I work as a Business Analyst within one of Australia's leading business sales brokerage firms. I am one of only a handful of specialists responsible for speaking directly with founders, CEOs, and owners of multimillion dollar businesses. My role is to guide them through the early stages of the exit process, create clarity around their options, and help them make informed decisions about selling. Once they choose to engage us, our brokers take over and handle the transaction, but the journey begins in the conversations I lead.

This front-line experience gives me a rare understanding of how successful business owners think, decide, and buy. I bring these insights into my coaching so you can communicate with clarity, build trust faster, and close deals with confidence. Part of my goal is to help you improve your skills so you can confidently speak 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 people think buying decisions are logical. Compare features, weigh the pros and cons, choose the best option- simple, right? Not really.
After 20 plus years in sales and thousands of conversations with business owners, one thing has become clear: People buy based on emotion first. Logic catches up afterwards.
A buying decision is shaped by three things:
  • Pain - There's always a problem they want solved. Something slowing them down or taking up too much time, energy, or money.
  • Desire - They have a vision for what life looks like once the problem is removed. More freedom, more clarity, more growth, more peace of mind.
  • Trust - They need to believe you're the right person to help them get there. Not just your product. You.
This is why two people can sell the exact same thing but get completely different results. The buyer isn't choosing the solution. They're choosing the person behind the solution.
When you understand what truly drives a buying decision, you stop selling features and start speaking to what actually matters. And that's when your sales process becomes effortless.
The Real Reason People Say "Let Me Think About It"
"Let me think about it." On the surface it sounds harmless, but in most cases, it's not the truth. It's a polite exit.
People say it because they don't feel comfortable saying what they really mean. And what they really mean is usually one of these:
  • "I'm not convinced it will work for me."
  • "I don't fully understand the value yet."
  • "Something feels unclear."
  • "I'm not confident in my decision."
  • "You haven't addressed a key concern."
Notice what's missing? Price. "Let me think about it" is almost never about money. It's about clarity and confidence.
This usually means: You rushed the discovery process, you pitched too early, you missed an important pain point, or you didn't build enough trust before moving forward.
The solution isn't to pressure them. It's to get curious. Ask better questions. Go deeper. Create clarity. People commit when they feel understood.
Why Most Discovery Calls Fail
Discovery calls don't fail at the close. They fail in the first 10 minutes. Most people jump into pitch mode, talk too much, or try to sound impressive.
But the goal of a discovery meeting is simple: Understand them better than anyone else ever has.
You're trying to uncover three things:
  1. What's really going on - Not the surface-level issue. The real constraint affecting their time, money, or quality of life.
  1. What it's costing them - Every problem has a price tag. Stress, revenue leakage, delays, missed opportunities- this is where urgency starts.
  1. What they want instead - Their ideal outcome. The picture of what "better" looks like.
The gap between the two is exactly where your offer sits. A great discovery call is 80 percent listening and 20 percent talking.
When you do it right, prospects feel the difference immediately. I've had prospective new clients tell me this:
"The difference between our meeting with you compared to the other guys we've spoken to before you is poles apart."
That's what happens when you slow down, ask the right questions, and make the meeting about them instead of your pitch. Most discovery calls fail because the salesperson is focused on qualifying - not understanding.
How to Communicate Value Without Sounding Scripted
People can feel when you're reading a script. They can feel when you're trying too hard. And they can definitely feel when you're reciting a pitch you've delivered a hundred times.
The secret to communicating value is simple: Keep it real. Keep it clear. Keep it relevant.
Here's how:
  • Start with their problem, not your solution - People pay attention when the conversation begins with something they care about.
  • Use everyday language - Drop the buzzwords and the corporate talk. Speak in a way that feels natural and easy to understand.
  • Tie the value back to something meaningful to them - Show them how your offer saves time, protects revenue, reduces stress, or helps them achieve their goals faster.
  • Use real stories - Examples, experiences, and conversations always land better than a pitch.
  • Focus on outcomes, not features - Features describe. Outcomes persuade.
When you stop trying to "sound valuable" and instead focus on simply being helpful, the whole dynamic shifts. You don't sound salesy. You sound trustworthy. And trust moves deals forward more than any perfectly memorised script ever will.
Interest vs Intent, The Difference That Changes Everything
Most people you speak to will be interested. Only a small percentage will have intent. This is where many salespeople waste time.
Interest is passive. It sounds like: "That's good to know." "Maybe down the track." "I'll think about it."
Intent is active. It sounds like: "This is a problem." "I need this fixed." "What are the next steps?"
Interest means they like the idea. Intent means they're ready to take action. Your job isn't to convert the interested. Your job is to uncover intent.
You do that by asking questions that highlight: What the problem is costing them, why it matters right now, how it affects their goals, what changes if they get it solved, and what it means if they don't.
When someone shifts from "this sounds interesting" to "I need to move," the energy changes instantly. You stop pushing. They start pulling. And the sale becomes effortless.
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.
I work with coaches, consultants, and founders who want real results, not just theory. Every conversation starts with understanding your specific challenges and goals.
Book a free 30-minute consultation, or follow and connect with me on LinkedIn then DM/message me "COACH". I'll personally respond to set up a no-pressure discovery call where we can explore how I can help you improve your sales skills and results.
Location
Sydney, Australia
© 2025 Edison Apolonio | Sales Coach and Consultant | All Rights Reserved.