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Welcome to our website. If you continue to browse and use this website, you are agreeing to comply with and be bound by the following terms and conditions of use, which together with our privacy policy govern Denny Success Academy’s relationship with you in relation to this website. If you disagree with any part of these terms and conditions, please do not use our website.
The term ‘Denny Success Academy’, or ‘DSA’ or ‘us’ or ‘we’ refers to the owner of the website whose registered office is 20 Imperial Square, Cheltenham, Gloucestershire GL50 1QZ. Our company registration number is 9327601. The term ‘you’ refers to the user or viewer of our website.

The use of this website is subject to the following terms of use:

  • The content of the pages of this website is for your general information and use only. It is subject to change without notice.
  • This website uses cookies to monitor browsing preferences. If you do allow cookies to be used, the following personal information may be stored by us for use by third parties: Name, Email
  • Neither we nor any third parties provide any warranty or guarantee as to the accuracy, timeliness, performance, completeness or suitability of the information and materials found or offered on this website for any particular purpose. You acknowledge that such information and materials may contain inaccuracies or errors and we expressly exclude liability for any such inaccuracies or errors to the fullest extent permitted by law.
  • Your use of any information or materials on this website is entirely at your own risk, for which we shall not be liable. It shall be your own responsibility to ensure that any products, services or information available through this website meet your specific requirements.
  • This website contains material which is owned by or licensed to us. This material includes, but is not limited to, the design, layout, look, appearance and graphics. Reproduction is prohibited other than in accordance with the copyright notice, which forms part of these terms and conditions.
  • All trademarks reproduced in this website, which are not the property of, or licensed to the operator, are acknowledged on the website.
  • Unauthorised use of this website may give rise to a claim for damages and/or be a criminal offence.
  • From time to time, this website may also include links to other websites. These links are provided for your convenience to provide further information. They do not signify that we endorse the website(s). We have no responsibility for the content of the linked website(s).
  • Your use of this website and any dispute arising out of such use of the website is subject to the laws of England, Northern Ireland, Scotland and Wales.

Privacy Policy - General

You can visit and enjoy our website without disclosing any personal information about yourself including email address. If you submit any personal information to us, you can be assured that it is processed according to local law and we will not sell, lease, or share your personal information to anyone else, except as follows: (1) to our third party service providers, and only so that they may help us provide the services you've requested; (2) on occasion, we send out emails to let you know about changes to our website and special promotions (such as newsletters, contests or free subscriptions to services) we believe will be of interest to you, and/or share your information with promotional partners so that they can send you other special promotions it offers.

Terms and Conditions Open Programmes
(See bottom of this section for Digital Training Downloads and On-line viewing)

Payment must be made in full on receipt of invoice before the programme commences. DSA reserves the right to re-allocate the place to another delegate if fees are not paid on time.
Payment can be made by cheque, credit card or BACS.

Delegate substitution
You can substitute a delegate on a programme at any time free of charge.
Simply call us on 01608 812424.

We regret that no refunds are allowed for cancellations received within 14 days of the event, or for non-attendance.
Cancellations received in writing via email to success@dennyacademy.com more than 14 days before the event will be credited as follows: programmes 80%, seminars 70%.

Transfers to a later date
Transfers made 15+ days prior to a programme – Free of charge.
Transfers made 1-14 days prior to a programme will be charged 100% of fee.
The free of charge transfer option only applies to delegates transferring to a different date for the same programme.
Transfers can only be used once.
If that transfer is then cancelled and/or the delegate fails to attend, the full programme fee remains payable.
The choice of programme date must be specified at the time of the transfer.

Discounts & Special Offers
Any discounts offered on DSA programmes are exclusive. They cannot be combined. Except for company wide or pre agreed discounts.
Programme Dates & Venues
DSA reserves the right to change venues and alter or cancel published dates without liability.

The prices quoted are correct at the time of going to print. DBA reserves the right to adjust these.

Digital Training Downloads
The content is protected by copyright and is licensed for individual viewing/listening only. You may not publish or share the digital product with others. If you wish to purchase copies for your team please contact us. A digital product may be downloaded up to 10 times. Payment must be made prior to download. Downloads are non-refundable.

Online viewing of Coaching Series
The content is protected by copyright and is licensed for individual viewing/listening only. You may not share the digital product with others. If you wish to make the series available for your team please contact us.  Payment must be made prior to viewing and online chargeable resources are non-refundable.

For further information complete our enquiry form or call us on +44 (0)1608 812424

What People Say About Us

"It is no surprise that your book Selling to Win has been in publication and top of the charts for 25 years. I was first introduced to the book and then to Richard Denny over 10 years ago. In that time your words have inspired many, and your stories have stayed as a precious reminder to help achieve customer excellence and to build long term relationships. Selling to Win has become a firm favourite."

Diane Martyn – is a recruitment and business professional. Until February 2012 Diane was Chief Executive Officer of Select Appointments plc which merged with Randstad and became Randstad Staffing in May 2008. She is now non-executive director at Staffline Group plc

"Selling to Win is so good I bought 400 copies for our sales force and it certainly helped us create a series of large extremely profitable business"

Alan Jones OBE – joined TNT Overnite in 1980 and in 1985 was appointed MD to TNT UK Ltd. when the company employed less than 3,000 people. He built the company to become the most profitable in the industry winning many awards along the way and became Group Managing Director of TNT Express with a global workforce of around 45,000 until the end of 2003. From October 2005 – 2008 Alan was chief executive of GSL where he transformed trading results through the introduction of business excellence approaches. He is involved with many prestigious Foundations, Charities, Institutes and Associations and holds several honorary degrees from Midlands Universities.

"Richard Denny is the Master of Sales and Selling to Win is a masterpiece of sales advice"

Bev James – is a successful serial entrepreneur and business coach with more than 20 years' experience in diverse sectors including coaching, training, recruitment and health & fitness. Founder, MD & Head of Training for the Entrepreneurs' Business Academy, a joint venture with James Caan, she is also one of the EBA Millionaire Mentors and has coached many entrepreneurs to millionaire status

"Selling to Win was one of the first books I read during my formative years in business nearly 20 years go. It has been an essential and brilliant source of inspiration ever since!"

Liggy Webb – is widely respected as a leading expert in the field of Modern Life Skills. As a presenter, consultant and author she is passionate about her work and improving the quality of people's lives. Liggy is a consultant for the United Nations and travels extensively working in a variety of worldwide locations.

"For 23 years since I first bought Selling to Win for my team, all practical points and powerful prose that this purposeful book delivers has proved priceless. The fact that it is still the sought after manual after 25 years is testament to how Richard has captured the very essence of what makes for success. When years later I was fortunate to tour Iran with Richard I witnessed that his engaging straight-talking, humorous and highly professional style mirrored his powerful prose."

Professor Colin Turner – is listed as one of the worlds top business gurus as thought-leader and practitioner, he is the creator of Psychology of Corporate Entrepreneurship, and founder of The One Percent Solution (T-O-P-S). He is also the author of some 22 books.

"Selling to Win is the book on selling amongst all the books on selling. Every business, if they want to win, has to sell and Selling to Win shows them how, chapter and verse. From the beginner to the hardened old pro, this is the book that you have to carry if you want to sell to win."

Geoff Burch – the alternative business guru and keynote speaker on change. Geoff uses funny, entertaining and challenging ideas to get his message across. He is also a best selling author of six business books and gives good advice to small business owners or people starting their own businesses.

"This was one of the first business books I ever read. It has helped me in every way throughout my business career and I have used the ideas to great effect. If everyone in business put Richard Denny’s teachings from Selling to Win into practice the UK economy would be a world beater."

Steve Bennett – began his career in the late ‘80s with a £40 a week Government Enterprise Allowance and within ten years had developed the fastest growing privately owned company in Britain and then his next venture jungle.com became the first internet success story. He has been quoted in the press as the “king of customer services”. Having developed an addiction for gemstones in 2003 he then launched Gems TV in 2004 which was the first dedicated jewellery channel in Europe and in 2006 it floated on the Singapore Stock Exchange. The company did not flourish under corporate ownership and Steve bought back the company in June of 2010 and the company has now provided gem pieces to over 350,000 customers.


"Thank God for Richard Denny. I’ve lost count of how many businesses and individuals his priceless advice and knowledge have saved from the mortal dangers of uncertain economies, uncertain customers and ineffective selling techniques. I bought Selling to Win 20 years ago on one of my many maxed out credit cards. It stayed by my side through my evolution from massive debt into owning a multi million pound business. Richard Denny is that rare combination – a sales genius with the ability to translate his profound knowledge into simple steps that you can follow to transform your sales. This book contains the keys to unlocking the financial freedom you deserve. Buy it. Read it. Use it."

Chris Cardell - is a trusted adviser to business owners across the world on marketing, internet marketing and Entrepreneurial success. For two decades, he has shown business owners, managers and the self-employed how to win more customers and increase their profits using advanced marketing, advertising and internet strategies.

"Richard Denny’s book Selling to Win is one of those rare business books that just go on being recommended, bought and reprinted. Yes it is a classic and will continue to guide its readers in making selling enjoyable, professional and profitable, and no doubt will still be in print for another 25 years."

Allan Pease - Known internationally as 'Mr. Body Language' for almost 4 decades since his definitive book with that title became a multi-million seller and the communication bible for organisations worldwide. Allan is also a highly entertaining motivational speaker.


"I met Richard nearly 20 years ago when I worked in marketing and advertising, just prior to being made redundant (and founding King of Shaves!). He was a dynamic, impressive individual – and made a mark on me – I read and re-read his book then – the 1997 edition of ‘Selling to Win’. Nothing starts in this world without a sale – and he for sure helped me in transferring MY enthusiasm for what I intended to do, to often – the desired effect."

Will King – Created King of Shaves in 1993 in his kitchen, it is now the second largest brand of shaving software in the UK with a powerful retail presence throughout the nation. His Book ‘The King of Shaves Story’ - tells how he founded King of Shaves in the middle of the 90's recession, and developed it into a global challenger brand in the wet shave market.


"Richard Denny is an amazing communicator. Selling to Win is a practical, highly effective and inspirational book. Follow Richard Denny’s advice and you cannot fail!"

Rosemary Conley CBE – the UK’s leading diet and fitness expert with over 40 years’ experience of helping people lose weight and get fit. Writing her first book in 1986 Rosemary went onto launch her diet and fitness clubs in 1993 which now have in excess of 70,000 members, and she was made a Commander of the British Empire in 2004.


"Richard Denny is a true national treasure! Like many of my generation, ‘Selling to Win’ was my business bible during the formative years – I learned so much from it and it’s all still relevant today."

Nigel Botterill – A multi-award-winning entrepreneur who has built eight separate £million+ businesses from scratch since 2004 and now helps other UK business owners be successfull.

"It is nearly 20 years ago that I first met Richard Denny – an individual whose passion for business is positively infectious. His book ‘Selling to Win’ was my bible when I set up my first company in 1993. I was genuinely inspired, so much so, that when the company began to expand Richard became a regular speaker at our staff training sessions. It is no exaggeration to say that the things I learned from Richard back then I am still applying to my business practices every single day as I move towards selling my second company! I would recommend ‘Selling to Win’, and of course Richard Denny to anyone in the business world. It’s an eye opener."

Brian MacLaurin – Founder and CEO of MacLaurin Communiactions Ltd.,/MacLaurin Group Ltd., now Chairman of MacLaurin Media Ltd. since 2003. Using their unrivalled knowledge of media his company develop strategies and deliver award winning media campaign for their clients.

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Terms & Conditions

Welcome to our website. If you continue to browse and use this website, you are agreeing to comply with and be bound by the following terms and conditions of use, which together with our privacy policy govern Denny Success Academy’s relationship with you in relation to this website. If you disagree with any part of these terms and conditions, please do not use our website. The term ‘Denny Success Academy’, or ‘DSA’ or ‘us’ or ‘we’ refers to the owner of the website whose registered office is 20 Imperial Square, Cheltenham, Gloucestershire, GL50 1QZ. Our company registration number is 9327601. The term ‘you’ refers to the user or viewer of our website.

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