FOUNDER
About Jack
I'm Jack Lawton, founder of The Conversation Practice.
For more than twenty years, I've been interested in one question:
Why do some customer conversations work, and others don't?
I've worked with customer-facing teams, sales leaders and learning professionals across retail, sales and customer experience. I've watched thousands of real conversations happen in real businesses.
Some were excellent.
Some were awkward.
Some should have led somewhere but didn't.
What I noticed
The best people weren't always the loudest, the most confident or the ones who knew the most about the product.
They were usually the ones who made the customer feel understood.
They asked better questions.
They listened properly.
They knew when to guide, when to pause and when to recommend.
What businesses miss
Most businesses measure sales, conversion and customer satisfaction. But very few stop and look closely at the conversations creating those results.
That is where I help.
I work with organisations to understand what is actually happening in their customer conversations, identify the behaviours that are helping or getting in the way, and make the best of those behaviours repeatable.
What I believe
This is not about scripts.
It is not about pushing harder.
And it is definitely not about turning people into robots.
It is about helping teams have better, more useful, more human conversations with customers.