Tim Williams’ background encompasses 25 years of Technical B2B Sales roles in the IT & T + Automation industries.
He is the creator of Fear – The Art of Selling ®, a B2B sales training course that has been delivered to over 2,000 participants from 900 companies.
He is also Australia’s most recommended Sales Trainer with over 1,250 Testimonials, Recommendations & 5 Star Reviews.



Hi, I’m Tim Williams.

I always love the “ABOUT” page on websites like this because they’re usually written in the third person … even though they’re typically penned by the owner of the business.

Anyway, what do you want to know?

I’m 52 years old. I live in Melbourne, Australia ( … there’s one in Florida too) with my wife, Dianna.

We’ve been married for 17 years and my hobbies include – motorsport, golf, table tennis, ten pin bowling, pool, indoor rock climbing and woodworking.

I’m guessing that’s not the kind of stuff you’re looking for.

You’re probably wondering: “Is this guy worth my time and attention?”

For many readers, the simple answer is NO!

Here’s why


I can’t teach you … or your staff how to sell in 1 or 2 days.

You would be amazed at how many people ask me questions like this one:

“I’m moving one of my technical guys into a sales role; can you spend a day with them and teach them how to sell?”

Just like I can’t learn how to do any of the following in a day:

  • design a computer network for a large company
  • install a 100 seat IP telephony system
  • write a smart phone app; or
  • become an astronaut

I also can’t teach you … or your staff how to sell in 1 or 2 days. It takes a minimum of four (4) days to cover the end-to-end B2B sales process, and around seven years of practice before you start to become an expert.

Only once you have made 10,000 plus cold / warm calls, and been to a couple of thousand face-to-face sales meetings do you know what to say in the multitude of different sales scenarios.

I also wish I had a dollar for every time someone said this:

“I’ve been to a sales training course before. I KNOW how to sell … I DON’T need to go to another one”

WOW! If that’s the way you think, then you’re smarter than me, and I’ve read 200 + books on sales & marketing, and been to dozens of sales training courses, both in Australia and overseas including – America, Singapore and even China.

I’ve also been to 10,000 plus meetings and made over 150,000 cold / warms calls, and I still learn something NEW every day from the people I communicate with – i.e. actively listen too!

The day you think you know everything about any profession is the day to give it away, and go find something else to do.


If you’re looking for a Registered Training Organization (RTO) to provide FREE sales training … then I’m NOT your guy.

RTO’s offering FREE sales training may seem like an attractive alternative until you start scratching below the surface … let me explain:

#1. Degree

If either you or ANY of your staff members have an Australia Degree level qualification, then they will most likely NOT qualify for any government subsidies – i.e. you’ll have to pay for the training.

#2. Certificate III or IV

If either you or ANY of your staff members have completed a Certificate III or IV qualification in Australia within the past seven (7) years, then they will most likely NOT qualify for any government subsidies – i.e. you’ll have to pay for the training

# 3. About The Trainer (Facilitator)

The chances that the person who wrote the course is the same person delivering it are also pretty slim. You need to ask yourself the following question:

“If this person is getting paid X … how can they possibly know how to teach my sales guys how to make 2, 3, 4 or 10 X?”

If the facilitator actually knew, then they would be doing it themselves … and / or running their own business.

As with most things in life, you really do get what you pay for and sales training is no different. Therefore, if you don’t want too; or can’t afford to pay for high quality sales training … then STOP reading now!


I also can’t help you if your business focuses solely on Business to Consumer (B2C) sales.


Because Fear -The Art of Selling ® has a 100% B2B focus, and B2C sales is VERY different.

There’s nothing worse than going to a sales training course and the facilitator keeps talking about selling fridges & microwave ovens (or widgets) when you sell complex solutions, and / or services.

The visa versa is true too … so if you work in retail, I can’t help you. There are plenty of people however who can, so please look up the following search terms to find them:

  • B2C sales training course
  • retail sales training
  • retail sales courses

PS: Be VERY wary of businesses that offer both, because you are most likely an expert at either one or the other, and NOT both.


Here’s what you can expect from Deakon.

“Our mission is to increase our client’s revenue & profits and reduce their expenses …  we also aim to shorten the sales cycle and enable companies to achieve more with fewer resources.“

Company Overview

Deakon Pty Ltd. was established in 2005 to improve the NEW Business Development skills of professional Business-To-Business (B2B) sales people in Melbourne, Brisbane & Sydney. We employ a team of highly skilled specialists including Sales Trainers, Organisational Psychologists & Business Development Managers. Each member of our staff has a minimum of 15 – 20 years practical experience and is recognised as an expert in their field.

Our mission is to increase our client’s productivity & profits and reduce expenses. We also aim to enhance customer loyalty, decrease staff turnover, improve self-management within the sales team, shorten the sales cycle and enable companies to achieve more with fewer resources. We accomplish these measurable improvements by offering a range of professional services including Sales Training, Sales Consulting & Sales Recruitment.

We deliver these services to a diverse range of industries including IT, Telecommunications, Software, Automation, Electronics, Medical, Scientific, Industrial, Manufacturing & Professional Services. Our clients many of whom are involved in Technical Sales roles range from very small businesses through to Fortune 500 companies.

If you are looking for a partner to help improve your sales team’s skills, after some specialist consulting advice, planning to hire new sales staff, or simply interested in your own personal development, then we can help.

Deakon are proud of our reputation in the market and the results we deliver to our clients. We have over 1,000 testimonials from satisfied clients including – Optus, Samsung, NEC, Sharp, DWS, UXC, ANZ Bank, In Vitro Technologies and NHP.

Sales Training Differentiators

What makes Deakon different from other companies offering Sales Training services is that we provide our clients with much more than keynote speeches or motivational “quick fix” sales seminars.  We understand that memory can fade quickly even after the most inspiring sales seminars.

Immediately following – participants often “feel good” and plan to put into action the ideas they’ve just heard but within 48 hours most individuals can only remember a few one-liners, power phrases or acronyms. As a result, no permanent change occurs in their sales performance.

We deliver long-term sales training programs that continually leverage off information provided in earlier classes to gradually build up a participant’s knowledge and to provide them with the opportunity to practice their newly acquired sales skills in a controlled environment. This ensures that every individual who attends one of our public access or corporate sales training workshops is thoroughly “trained” in the habits and techniques of the best salespeople.

Most importantly we provide participants with practical sales tools & templates to use in their ongoing prospecting activities to reinforce what they have learnt in the sales training program. There is a world of difference between the so-called “quick fix” sales training and the reinforcement sales training provided by Deakon. Effective sales training demands reinforcement which takes time to help individuals and companies make significant and lasting changes.

Deakon are experts at training people involved in Technical Sales roles and anyone selling complex solutions. Our facilitators all come from Technical Sales backgrounds and understand people involved in Technical Sales roles. We don’t try to be everything to everyone and deliver our services to the industries / market segments that we understand.

Having the opportunity to spend thirty plus hours face-to-face with some of Australia’s most successful Business Development Managers is the key to our effectiveness.

Sales Training Guarantee

Our guarantee is very simple; we are committed to helping your sales team make a difference to your bottom line. Furthermore, we believe you’re entitled to a good return on your sales training investment. If our sales training courses fail to meet reasonable expectations, we will do whatever it takes to correct the situation, including refunding 100% of our sales training fee.

We take the risk, so you don’t have to; it doesn’t get any simpler than that!

Tim Williams (Managing Director, Deakon)

Tim’s  background encompasses 25 years of Technical B2B Sales roles in the IT & T + Automation industries having been a Business Development Manager for Hewlett Packard, Agilent Technologies, Trend Micro and Schneider.

Prior to this he studied Hydraulics, Pneumatics, Electronics, Robotics & Motor Control over a 10 year period to work as an Electrical Mechanic (awarded apprentice of the year), Applications Engineer & Systems Engineer designing / fault finding complex control systems.

Tim’s exceptional sales career and strong technical background positions him as a leader in the sales training industry in Australia. In particular, his skills are in high demand from sales managers employing technical salespeople and sales engineers.

He is recognised as one of only a handful of individuals within the Asia – Pacific region who has the unique combination of technical expertise, comprehensive real world business development knowledge and the ability to train others.

Tim has been a professional sales trainer for over 15 years and trained over 2,000 participants from  900 different companies. He is also Australia’s most recommended Sales Trainer with over 1,250 Testimonials, Recommendations & 5 Star Reviews.


The easiest way to become acquainted with our sales training programs is to click on each of the following links and then call us to discuss your specific needs / objectives:

I look forward to helping you SMASH your sales targets too!

Tim Williams – Managing Director, Deakon Pty Ltd

You’ll learn how to Hire, Train & Manage Virtual Assistants (VAs):