How Dan works
The Room
The Room is the coaching stage of Dan Ilett's work. Your people learn to tell the story to a chief executive and hold the conversation that follows, in person or on a call. It is the stage that makes the story survive contact with a buyer who disagrees.
What happens
Sessions are built on your own live deals rather than on a case study. People pitch, the pitch is taken apart in front of them, and they pitch again the same day. Dan plays the buyer, including the difficult one, because the version that matters is the one that holds up under a question nobody wanted.
The teaching covers the value conversation, the story structure your messaging framework already sets, handling price, handling silence and knowing when to stop talking.
What you get
- People who can tell the story without the deck.
- A recorded before and after for each participant, if they agree to it.
- The questions your buyers keep asking, written down with the answers that worked.
- A short practice routine the team can run without Dan in the diary.
Who is it for?
Sales teams, founders, partners and subject matter experts who have to sell in a senior conversation. It works for people who have never pitched as well as for people who have done it for years.
In person or remote?
Both. In person works better for the first session because a live audience changes how people perform, and remote is fine for the practice that follows.
How long does The Room take?
A first session runs half a day. Teams embedding it usually book a series across a quarter.
Do I have to buy the whole programme?
No. The Room is bought on its own, fixed price and fixed scope, and it is often the first stage a company buys when the story is already agreed.
What happens after you get in touch: you pick a 20-minute slot, Dan reads your website and sales deck before the call, and you leave with a view on whether the story is the problem and what to do first. A proposal follows only if you ask for one.