Our Ultimate Intent:
Inspiring people and creating new worlds.
Our Story
None of us grew up wanting to be in sales. Some of us avoided it for as long as we could. And yet we all somehow found ourselves in sales careers. We learned scripts, mastered objections, optimized pipelines, and became high performers. At some point, it started to cost us.
We entered a culture where people became “leads” and “opportunities,” where pushing past hesitation was praised, burnout was normal, and hitting the number mattered more than honoring our values. We watched talented people sacrifice their ethics, dignity, and health in the name of performance. “Selling” became a bad word.
Eventually, we all came to the same realization: the problem wasn’t selling. It was the way we’d been taught to think about it.
Inherited sales lives inside what we call The Forcefield of Sales: a mindset and environment where people become objects and the goal becomes money, status, and validation.
But we didn’t get into business to extract. We wanted to build, solve, create, and make a real difference. But the truth is, if you want your work in the world, you have to sell it. So we threw out the old playbook and discovered something new.
That’s how The Anti-Sales Sales Course was born. We call it Authentic Selling. Authentic selling is not a pushy, motivational, winner-takes-all, macho act. It is a heart-led, process-created and knowledge-intensive discipline and profession. In the end, it’s about creating opportunities and possibilities that significantly impact the quality of someone’s life.
Instead of persuasion and conversion, Authentic Selling centers on listening, understanding, and being of service. When you truly get in someone’s world, you stop trying to “close” them and start co-creating possibilities with them. Selling becomes energizing, creative, and deeply fulfilling.
That’s the opportunity inside Authentic Selling and what we want to give away.
If you’d like to learn more about the experiences that shaped this work, you can read our individual stories below.
Meet The Faculty
Jeff Willmore
Founder & Lead Coach
My Calling is people are triumphant and live in gratitude.
In my twenties, my twin brother Doug and I became entrepreneurs. Our game was buying failing businesses and turning them around, which meant we were constantly looking for an edge. I went to every seminar and workshop I could find. I read everything. What I discovered, slowly and with some frustration, is that most of what gets taught in those rooms is what I've come to call Common Knowledge: information that is cheap, widely available, and because everyone gets the same thing, produces zero real differentiation in the marketplace. I kept leaving those rooms feeling like I'd been handed a map that everybody else already had.
I also avoided sales for as long as I possibly could. If you'd told my younger self he'd one day co-create a sales course, he would have laughed at you. But the truth caught up with me: there is no successful business without compelling offers, and there is no compelling offer without someone willing to put it in front of another human being with genuine conviction. I couldn't outsource that. So I had to figure it out. Since I figured out early on that I couldn’t do that by learning better techniques sourced in Common Knowledge, I started to inquire about what my own philosophy of business could look like. I kept notebooks full of ideas and scribbles about what it takes to differentiate yourself in the marketplace. Questions like: How can I be successful without sacrificing my integrity, my relationships, or my sense of self to produce results.
That inquiry became everything. Over the next two decades, it took me to some extraordinary places. I've led transformational programs for over 250,000 people across the world, working with Olympic and professional athletes, Navy SEALs, Oscar-winning actors, Grammy Award-winning musicians, and top executives from virtually every field. For more than 20 years as a senior leader in an international training and development organization specializing in ontology, I held accountability for leader performance worldwide and for the training and certification of new leaders. I co-created the BluPrint Methodology, co-founded the BluPrint Workshop, and founded The Autonomy Course… each a different vehicle for the same essential work.
The Anti-Sales Sales Course is the most direct expression of what I set out to find all those years ago in seminar rooms that kept disappointing me: a philosophy of promotion and selling that is genuinely yours, that sets you apart, and that you can practice without losing yourself in the process.
When I’m not designing programs or contemplating philosophy, I spend my time enjoying my family. I’m a recent empty-nester with my wife in Phoenix. We live there with our dog Conway. (Who, I'll confess, is excellent at sales even though he’s never taken a single seminar.) We love visits and trips with our son and daughter when our schedules allow.
Naveed Bhatti
Founder & Lead Coach
My Calling is people experience liberation and that anything is possible for their life.
I've been trying to understand what actually creates real trust between people for most of my adult life. I’ve seen trust in many forms: performative, cordial, transactional… those pass for trust in most business environments. But what I’m really curious about is authentic trust – the kind that changes what's possible between two people, or on a team, or in a room.
That question started at home long before it ever showed up in my work. I've been married to my wife Bushra for over 25 years. We have two teenage sons, Aalam and Azaad. Everything I teach about listening, communication, and genuine human connection has been shaped (and honestly, tested) in the lived reality of marriage and fatherhood. If you can build real trust with a teenager, you can build it anywhere.
I was born in Pakistan and raised in the United States. Learning early how much perception, belonging, and the subtle textures of communication shape both relationships and opportunity turned out to be one of the more important educations I received. It gave me the ability to hear what's often left unsaid. Which, in the world of sales, is usually where the real conversation happens.
Professionally, I spent more than two decades in ontological leadership and transformational development, ultimately serving in leadership from 2009 to 2019. During that time I delivered over 100 large-scale programs across 7 countries, training with global leaders in Leaders of Learning and Development. I now serve as Chief Strategy and Growth Officer at Leaders Team, partnering with executives and founders on how they relate to responsibility, trust, and results.
What brought me to this course is something I couldn't look away from: traditional sales approaches often do produce results, but at a real cost. The pressure. The scripted performance. The slow erosion of your own authenticity. I've seen what happens when professionals stop performing and start connecting. The results don't suffer. They get better. And the person doing the work gets to keep their dignity and their soul in the process. That is what this course is designed to make available.
Chris Novy
Partner & Coach
My calling is people experience excellence and contribution.
I didn't grow up wanting to be in sales. I grew up wanting to build things. It took me years to realize those were one and the same.
My brothers and I built a carpet cleaning company from nothing: three people, a van, and an uncompromising commitment to doing excellent work every single time. We grew to a team of twelve serving over 1,300 square miles of Southern California. While our competitors were still advertising in the Yellow Pages, we were running $10,000-a-month digital campaigns and building systems designed to last. Revenue grew 58% in 2014 and 79% in 2015. What I was actually learning through all of that wasn't sales technique, it was something far more durable: when you lead with genuine excellence and show up in true service of the person in front of you, selling stops being a performance and starts being a conversation.
That understanding followed me through every chapter of my career, selling Reg D alternative investments to accredited investors, building call centers from scratch, training financial advisors, and founding Fractional Business Partners, where I serve clients as a Fractional COO and CFO across real estate, construction, manufacturing, and distribution.
Something kept bothering me, though. Talented professionals who genuinely believed in their work were showing up to networking events, delivering scripts, and walking away with nothing real. So in 2022, Naveed, Peter Hamilton, and I launched a pilot program built on a single conviction: that networking grounded in authenticity and genuine human connection would outperform the transactional model every time. That pilot became Amplify Networking, where we designed and delivered 75+ workshops on authentic sales communication and coached professionals across live events and one-on-one conversations. Every breakthrough witnessed inside Amplify lives directly in the fabric of this course.
I've also lived on the other side. I've ground through pipelines and hit numbers through sheer willpower, operating deep inside what we call The Forcefield of Sales. I played a game I didn't design, by rules I never chose. I know exactly what it costs. The moment I stopped performing and started showing up fully as myself, genuinely curious, committed to contribution over conversion, everything shifted.
Since 2012, I've been a Canine Companions volunteer puppy raiser, raising four Labrador-Golden Retriever service dogs for people with disabilities. My first, Humor III, decided she preferred a career change and is living her best life with my brothers in Seattle. Coaching a sales professional and raising a service dog, it turns out, require exactly the same things: patience, consistency, love, and an unshakeable belief in someone else's potential.