About Us
Elite Sales, Communication, Influencing and Leadership Training
Achieved by Real-World Results
About Smarter Selling
At Smarter Selling, we specialise in delivering high-performance sales, leadership, and communication training built on over 30 years of real-world business, sales, and leadership experience.
Since launching in 2009, our Smarter Selling methodology has empowered over 35,000 professionals across leading public and private organisations. Our training programs are renowned for being practical, innovative, and results-driven, with measurable impact from day one.
Our Approach Starts With You
Everything we do is driven by you—your goals, your focus area, and your/companies growth.
We take the time to understand your team’s unique style, current challenges, and desired outcomes. Through a structured diagnostic and discovery process, we tailor development pathways that set you and your team up for long-term success.
Our clients tell us they feel understood, supported, and energised to elevate their performance in ways they never imagined.
Who We Train
Our programs are designed to uplift whole organisations by strengthening individual capability and results.
We develop people who influence outcomes—from frontline to leadership:
Leaders & Sales Managers
Giving them the tools to drive performance, coach effectively, and lead with confidence
Sales Teams
Helping them sharpen skills, boost conversion, and build trusted relationships
Seasoned Sales Professionals
Strong performers, seasoned professionals looking to dial up performance further
Customer-Facing Teams
Including reception, customer service, inside sales, marketing & branding – helping them communicate with clarity, empathy, and influence
What Sets Us Apart
Our team of Master Trainers are respected Sales Leaders and Experts who are consistently delivering in the field. They’ve walked the walk, sold across industries, and led high-performing teams.
They are passionate, dynamic facilitators who bring learning to life. Every session is grounded in real-world application and aligned with cutting-edge learning science—from initial team buy-in, to engaging delivery, to post-program reinforcement tools that build new habits and mindsets.
Why Our Training Works
Because it’s great sales professionals have both ability and a winning mindset.
We believe: “Success starts with the right mindset.”
How you think drives how you sell. That’s why our programs cultivate emotional intelligence, resilience, and proactive thinking—giving your talent the clarity and confidence to succeed in their sales, communication, business development or client-facing situation.
We teach a collaborative and ethical approach to sales—where clients are treated as partners, and the focus is on creating genuine value. Participants learn to lead and control conversations with authority, authenticity, and influence—becoming Trusted Advisors and Subject Matter Experts.
What You Can Expect
Graduates of our programs leave with:
- Sharpened skills and renewed clarity
- A boost in confidence and motivation
- Practical tools to drive immediate results
- A mindset shift toward long-term growth
They emerge engaged, more influential, motivated and ready to lead with impact.
Training Delivery
Our programs run internationally and Australia-wide, with signature public events held in Sydney and Melbourne. (Private events world wide).
We provide full learning and development support before, during, and after each program—including assessments, coaching tools, and access to The Academy—our exclusive online hub of eBooks, videos, templates, live events, podcasts, and more.
Meet the Founder
Charmaine Keegan
Founder | Director | Lead Trainer | Keynote Speaker
Charmaine Keegan is a respected Sales Leader with over 30 years of experience across the UK and Australia. From humble beginnings to consistently ranking in the top 1% of sales performers in the competitive media industry, she has mastered the art and science of selling.
In 2009, Charmaine founded Smarter Selling to transform how businesses sell and lead. Today, she is a sought-after speaker and mentor, known for her ability to unlock potential and deliver lasting impact. Her practical, down-to-earth style resonates with leaders and teams alike.
Hear From Our Clients
Discover why clients say our training delivers immediate and lasting results.
Simon McKenzie
National Sales Manager Burwell
★ ★ ★ ★ ★
We have just had two days with Charmaine, it was dynamic, motivational, and highly useful. She spent time with me and the other leaders to find out how she can can best tailor a...
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program to suit our needs. The team of 18 were from across Australia and the training was to upskill as well as bring a universal methodology and common language. Many of the team had years and years of experience and they stepped forward to say it was the best training they had ever had.
She certainly brings a positive energy and makes it interesting, creating lots of mini workshop moments and group work as well as inserting material on NLP, Extended Disc and other modalities to do with how we think and build trust. Reading the room and changing it up – she kept our interest the whole time.
Overall, we see ourselves as Trusted Advisors so this approach aligned with our values - and importantly the team all emerged positive and confident with a clear plan and process. Thanks Charmaine!
Simon McKenzie, National Sales Manager, Burwell
Tom Pospieszny
National People & Culture Manager
Aidacare
★ ★ ★ ★ ★
At Aidacare we believe in our customers having quality products and receiving exceptional experiences with our team. With that we take nurturing and developing our team...
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seriously. They are the coal face of our business. For over 6 years we have partnered with Charmaine from Smarter Selling who is a stand out trainer, facilitator and expert Sales, Leadership, Mindset and Communication expert.
Before the program: The thorough pre work (her team visiting our branches, engaging with our leaders about focus areas, outcomes and where to bring value) demonstrated the high care factor and attention to detail.
The program: she delivered 3 exceptional, productive, practical, relevant days across 3 states and 150 people.
Content: The carefully crafted tailored Aidacare program covered a range of key skills to our leaders, brand managers and teams.
Style: This was full participation! Over 50 team members in each state were full immersed, asking questions, getting into groups, work shopping and doing lots of fun role plays to put into practice the mornings lessons.
Charmaine’s obsession: is how people learn, she knows exactly how to get attention, keep it, get you open to a point, buy into it and then practice it. It was masterful.
Outcomes: you can tell by these things how the team react, they were keen to get ‘back into the room’ at the breaks, were lapping it all up, writing lots of notes, having fun and getting tons of value.
I would say it was outstanding.
And now we are on the Academy, which I saw 18 months ago and loved – a full suite of online tools, courses, podcasts, downloadable templates, interactive section – it’s a true masterpiece in enabling the leaders to extend on their learning and use it in their branches.
Overall, Charmaine and her team are kind down to earth people, very easy to deal with, always positive and looking for solutions, professional and certainly practice what they preach.
Tom Pospieszny
National Manager People & Culture
Aidacare
Brad Harris
Regional Manager
Activated Probiotics
★ ★ ★ ★ ★
As someone who has participated in more than 20 training sessions over the years, I’ll admit I approached this one with a fair amount of scepticism. Most courses tend to...
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follow a familiar pattern and deliver little in the way of new value. However, this session with Charmaine and Smarter Selling was a standout — unlike anything I’ve experienced before.
Charmaine brought a deep understanding of our industry and the unique challenges we face. What set her apart was her ability to speak from a true partnership perspective, offering practical, actionable insights with clarity and relevance. Her approach was professional, yet accessible, and the strategies shared were immediately applicable.
The program served as an excellent reset, covering key areas such as mindset, resilience, handling objections, behavioural awareness, adaptability, forward thinking, and strategic planning.
Charmaine's delivery style is truly one of a kind. She brings contagious energy to the room, creating an environment that’s both light-hearted and safe, which encouraged genuine engagement and open discussion. The session was dynamic, highly interactive, and filled with meaningful workshopping. The day moved quickly, and our workbooks were filled with tangible takeaways by the end.
She welcomed every question and responded thoughtfully, making sure each participant felt heard. The team left the session energised and motivated — not only to champion our brands, but also to take a more proactive and strategic approach in supporting our clients and partners.
There was a noticeable shift in how the team now approaches challenges — reframing them as opportunities to educate and add value. Most importantly, they now have the tools to make it easier for our pharmacists and practitioners to confidently recommend our products to patients.
A truly worthwhile investment in both capability development and team morale. I would highly recommend this training to any organisation seeking to build commercial acumen, elevate team performance, and foster a growth mindset.
Brad Harris
Regional Manager
Activated Probiotics