Harnessing NLP To Sell A Business For Millions – Tony Nutley

[00:05]

Darren Jamieson: On today’s episode of The Engaging Marketeer, I’m speaking with Tony Nutley, an NLP trainer—that’s Neuro-Linguistic Programming. He went from working in the corporate world, sitting in the glass box, to starting out on his own as a trainer. We’ll be discussing how he transitioned from a well-paid job to running his own business, how he got his clients, and the power of NLP.

[01:41]

Darren Jamieson: What made you want to coach people on leadership and help others with their business journey?

Tony Nutley: It happened a bit by accident. About 30 years ago, I was working for the largest optician group in the UK. They promoted me to manage a sales and clinical team across the UK, but I was out of my depth. So, I went to HR for help, and they sent me on a change management program that included leadership, coaching, and NLP. It was life-changing. The results were immediate, and we transformed the business to the point where it sold for millions.

[03:34]

Tony Nutley: That experience made me passionate about helping people bring their best selves to work, so I eventually decided to leave my corporate job and start my own business, UK CPD.

[04:39]

Darren Jamieson: Many businesses worry about sending employees to training—fearing they’ll leave and go off on their own. What’s your take on that?

Tony Nutley: It would be worse if you didn’t train them. Yes, I eventually left, but I stayed much longer than I could have because I became more valuable. My boss didn’t want me to quit, so he offered me a part-time role, which gave me a foundation to build my own business while staying in my corporate role.

[05:35]

Darren Jamieson: You mentioned that after discovering NLP, you helped the business grow into the multi-millions. What parts of NLP made such a difference?

Tony Nutley: The biggest factor was communication—understanding what people truly want and speaking their language, whether it’s visual, auditory, or kinesthetic. Another key was self-leadership and having a clear outcome for each team.

[09:59]

Darren Jamieson: How do you identify if someone is visual, auditory, or kinesthetic in their communication style?

Tony Nutley: It’s all about listening closely. Once you focus on listening, you can start picking up on these clues naturally.

[12:22]

Darren Jamieson: How many business leaders are actually aware of these concepts and use them?

Tony Nutley: Progressive leaders do because they invest in training and development. Coaching has become the new model for management, encouraging empowerment rather than control.

[13:52]

Darren Jamieson: Does NLP have value outside of business, in personal life?

Tony Nutley: Absolutely. Good communication is valuable in any setting—be it with friends, family, or in your community.

[14:32]

Darren Jamieson: Some people use NLP in questionable ways. Have you seen NLP used unethically?

Tony Nutley: Yes, unfortunately. Some people use it for manipulative purposes, especially in sales. But like any tool, it’s up to the user to apply it ethically.

[15:43]

Tony Nutley: If someone promises a “get-rich-quick” result using NLP, be cautious. Real, lasting results require you to put in the effort.

[17:14]

Darren Jamieson: I’m interested in learning NLP for sales. What’s the best way to get started?

Tony Nutley: Start with a foundation course, which covers the basics of NLP. From there, you can move to practitioner training. Look for an accredited course to ensure quality.

[18:43]

Darren Jamieson: What’s the benefit of choosing an accredited course?

Tony Nutley: Accredited courses have been reviewed by external bodies, ensuring they meet professional standards. This gives you more credibility and confidence in the skills you’re learning.

[20:42]

Darren Jamieson: Reflecting on your early days in business, do you look back and think, “I didn’t know anything back then”?

Tony Nutley: Absolutely. Being good at a job doesn’t necessarily mean you’ll be good at running a business. I made mistakes, some costly, but I learned fast. I always tell people to seek advice if they’re unsure.

[22:51]

Tony Nutley: For example, I tried to do my own accounts, and it nearly looked like I was committing fraud. Now, I let professionals handle it.

[25:50]

Darren Jamieson: How did you get your first clients?

Tony Nutley: I attended every networking event I could. I even gave talks at mothers’ morning groups. It wasn’t easy, but it helped me build a client base.

[27:27]

Darren Jamieson: A lot of people dislike networking. Any tips for those who feel the same?

Tony Nutley: Have a story ready. Ask people about themselves first, and have a concise “elevator pitch” about what you do and why.

[29:00]

Darren Jamieson: Do you think people who are self-employed and successful all share a similar passion for what they do?

Tony Nutley: Yes. The most successful self-employed people truly believe in what they do. They’re constantly learning and staying engaged with their industry.

[30:20]

Darren Jamieson: I thought NLP was a fixed system. Is it still evolving?

Tony Nutley: Yes, NLP continues to evolve. Unlike other methods, NLP is about modeling excellence, which means it’s adaptable as people find new techniques and insights.

[33:27]

Darren Jamieson: When coaching leadership teams, do you encounter resistance from people who think soft skills are unnecessary?

Tony Nutley: That was more common 25 years ago. Today, most leaders understand that soft skills bring hard results.

[35:39]

Darren Jamieson: You mentioned that you don’t network much anymore. What do you do now to get clients?

Tony Nutley: We focus on online content and offer free resources. We get a lot of referrals and have built a solid reputation over the years.

[37:59]

Darren Jamieson: As a coach and trainer, you’re essentially selling your time. How have you scaled your business to avoid the “time-for-money” trap?

Tony Nutley: We’ve built a team, offer pre-recorded videos on our site, and conduct live sessions over Zoom, allowing us to reach more people without always trading time for money.

[41:34]

Darren Jamieson: You’ve mentioned the website a few times. What’s the address?

Tony Nutley: It’s ukcpd.co.uk. You can find out more about our courses and resources there.

[42:10]

Darren Jamieson: Has everything moved online since COVID?

Tony Nutley: Yes. We used to have a training center, but COVID pushed us to move everything to Zoom. Now, all our materials are available online, and it’s been beneficial for both students and our team.

[45:17]

Darren Jamieson: COVID forced a lot of businesses to pivot. How did you manage the transition?

Tony Nutley: It was challenging initially, but it’s now allowed us to reach students around the world. We even have students from Japan and Bangladesh. Moving online was the best decision we made.

[50:15]

Darren Jamieson: You mentioned early Zoom “car crashes.” What kind of issues did you encounter?

Tony Nutley: We tried to replicate in-person activities online, which didn’t work. We eventually learned to use breakout rooms and other online tools, but it took time to adapt.

[52:52]

Darren Jamieson: Do you ever miss the corporate world?

Tony Nutley: Not at all. I think I’d be a nightmare employee now after running my own business for so long.

[54:00]

Darren Jamieson: For anyone interested in learning NLP or working with you, what’s the best way to reach out?

Tony Nutley: Visit ukcpd.co.uk or find me on LinkedIn under Tony Nutley. You can also search for my coaching site, tony nutley coaching.