Say less. Mean more. Stop sounding like a salesperson.
Discover The And? Theory™, the bold new book by Dawn Roberts - and the keynote talks and training that bring it to life.
About the book
The And? Theory™ is short, sharp, and no-fluff - just like the best sales messages.
Think of it as your built-in bullsh*t filter for sales, marketing, and everyday business conversations. It challenges you to strip back empty claims and answer the one question customers are really asking: “And?”
Whether you lead a team, run your own business, or sell every day, this book helps you ditch the waffle and land messages that stick.
About the author
Dawn Roberts has spent over 25 years helping businesses sharpen their sales approach. Known for her straight-talking, practical style, she’s trained thousands of people across the UK and beyond.
Dawn's work blends real-world sales know-how with humour, honesty, and a knack for making complex things refreshingly simple.
Book Dawn for keynotes, training and workshops
Dawn isn’t just an author - she’s an experienced keynote speaker, trainer, and coach. She delivers sessions that are:
Engaging, bold, and memorable
Packed with practical takeaways
Grounded in real-life sales experience.
From conference stages to in-house training, Dawn shows audiences how to cut the fluff and sell with clarity and confidence.
Ready to sharpen your message?
Once there are plans available for purchase, you’ll see them here.
No plans available
Once there are plans available for purchase, you’ll see them here.
No plans available
Confident Mastery
275
£
Every month
Step into your full leadership potential with immersive in-person training, coaching and strategic reflection.
Perfect for managers who want expert in-person training
One in-person group training day per month
Liverpool, Manchester, Cheshire, North & Mid Wales
Online reflection sessions in between coaching days
6-month in-person programme
Perfect for managers who want expert in-person training
6-month in-person programme
Step into your full leadership potential with immersive in-person training, coaching and strategic reflection.
Once there are plans available for purchase, you’ll see them here.
No plans available
Choose your path to confidence
Find an option that works for you. Each plan spans six months.
Choose your path to confidence
Confident Mastery
275
£
Every month
Step into your full leadership potential with immersive in-person training, coaching and strategic reflection.
Perfect for managers who want expert in-person training
One in-person group training day per month
Liverpool, Manchester, Cheshire, North & Mid Wales
Online reflection sessions in between coaching days
6-month in-person programme
Perfect for managers who want expert in-person training
6-month in-person programme
