“ I think I was always destined to go into business,” says Richard.“ I grew up around it; listening to my parents talk about sales, leads and customers. I was fascinated from the start.” That passion grew into a career that saw Richard transition from frontline sales to Managing Director, a role he’ s held for over 25 years, during which time Elmhurst has evolved its product range and approach; always with a strong focus on people and relationships.

Now, Richard is channelling that experience into a new chapter: offering specialist business and sales coaching tailored specifically for fenestration professionals and independent installers.

“ As times change, it’ s not just about what you sell, but how you sell,” Richard explains.“ Customers are more informed and more selective than ever. Sales today is consultative, not transactional. That’ s why understanding human behaviour, communication and leadership is critical.”

Richard’ s suite of courses and workshops delivers just that, professional, psychology-informed training designed to meet the modern demands of the industry. He’ s honed his craft over years on the‘ front line’ but also back up this real-life experience with sales theory courses and workshops. Crucial to this, is never being‘ done’ with

learning or training – to keep up to date with how the customers’ wants and needs are always changing.

Now Richard has turned this experience and expertise into a series of his own seminars that can be tailored to independent companies wishing to improve their sales technique, train new starters and refresh old or outdated selling methods. In addition, there is a range of HR, team building and management courses to help be the best leader of the best business team.

Here is some of the knowledge on offer:

Sales Coaching

Aimed at both B2B and B2C environments, this intensive coaching offers tools to sharpen presentations, handle objections, and ultimately close more profitable business. It’ s built around modern sales psychology, with a focus on understanding the“ wise buyer” of today.

Wholehearted Leadership( for Managers and Team Leaders)

This course nurtures leadership that cultivates trust, healthy team culture and clear communication. Ideal for new or aspiring managers, this workshop draws on insights from elite sports and business coaches to shape future-ready leaders.

The‘ I’ in Team – Team Building Exercises

Designed for team away days or internal development, this high-energy, interactive session helps participants discover their personal strengths and role within a team, fostering a stronger, more collaborative workforce.

Effective Communication Skills

Using Non-Violent Communication( NVC) and the HEROES framework, this session boosts participants’ ability to set intentions, navigate tough conversations, and lead with emotional intelligence; key for sales, service and team management alike.

Trauma-Informed Practice( TIP) Training

This powerful workshop equips staff to respond with empathy and insight, particularly when dealing with people who may present challenging behaviours. By understanding the root causes of distress, businesses can build more compassionate and effective teams.

Also Available:

Conflict Resolution: Learn to manage and de-escalate tension with practical, emotionally intelligent strategies.

Confidence Building: Break through limiting beliefs and strengthen self-image using proven mindset techniques. Managing Challenging Behaviour: A practical toolkit based

on trauma-informed care to help staff respond calmly and confidently in difficult situations.

With these courses, Richard Abrahams isn’ t just sharing what’ s worked at Elmhurst, he’ s sharing a lifetime of real-world sales expertise, tailored training strategies, and a genuine passion for helping others thrive in business.

Find out more, watch some of his FREE training videos and see more about his courses at: www. richardabrahams. co. uk.

To discuss any of the above, you can email Richard directly at richard @ elmhurst-windows. co. uk or call him on 07779 272135