Rebranding Safety with Simon Jones – The Safety Salesman

Overview

Safety isn’t about ticking boxes or throwing paperwork at problems. It’s about people. We’ll explore key lessons from The Safety Salesman, a fun and honest book by Simon Jones. He’s a former police officer turned head of health and safety. You’ll learn how to sell safety by connecting with people, adding real value, and having proper conversations, not just quoting rules. Perfect for anyone in safety, especially if you’re new to the field or fed up with the same old approach.

Rebranding Safety with Simon Jones – The Safety Salesman

Simon Jones didn’t always work in safety. He used to be a police officer with Merseyside Police until an injury pushed him to change careers. With no social media experience and a new start in safety, Simon began blogging. His honest, cheeky posts about the job caught on and turned into a book: The Safety Salesman: Shoot from the Lip.

The book’s message? Safety professionals need to be human, not robots. You can have all the qualifications in the world, but if you can’t connect with people, your safety messages won’t land. Simon wrote his book like he talks, real, direct, and full of relatable stories. It’s like having a chat with a mate in the pub.

Here are the takeaways you can use.

1. Stop Selling Something No One Wants

Simon points out that safety can feel like trying to sell a product nobody wants. Why? Safety is often boring, overcomplicated, and full of paperwork. His advice? Make it real. Make it human. Connect before you correct.

“You’re selling something people don’t want… because it’s dull, too long-winded, or full of jargon.”

Actionable Tip:

Start your safety chat by talking to people, not at them. Know their names, ask how they’re doing, and make space for their voice.

2. Safety Adds Value

Not all safety work directly prevents injuries, and that’s okay. Things such as tendering paperwork or safety accreditations may feel pointless, but they help the business win work.

“If you can’t tender for the job, you can’t pay the bills.”

Actionable Tip:

See paperwork and policies as business tools, not clutter. Separate “shop floor safety” from “tender safety,” and protect workers from being overwhelmed by things they don’t need to see.

3. Don’t Hide Behind Qualifications

Simon reminds us that safety involves more than technical skills. It’s about communication. He’s met loads of qualified safety pros who can’t talk to people.

“If I’m bored and I actually care about safety, imagine how others feel.”

Actionable Tip:

Build your soft skills. Practise listening. Talk like a human, not a textbook. Ask questions like: “What’s it like doing your job every day?” rather than “Where’s your PPE?”

4. Ditch ‘Safety First’ – It’s Not Realistic

Simon says what many are afraid to admit. Safety isn’t always the number one priority. Businesses also care about money, quality, customers, and timelines.

“Safety is important, but so is everything else.”

Actionable Tip:

Join the real conversation. Show how safety supports the business, not competes with it. Be a partner, not a preacher.

5. Know What’s Really Happening

Paperwork hardly tells the full story. Simon says you need to ‘know your people’ and ‘know what’s really going on.’ That’s how you spot hidden risks and fix problems before someone gets hurt.

‘Not policing. Only being around and being human.’

Actionable Tip:

Walk around. Say hello. Build trust. Let people tell you what’s wrong before something goes wrong.

6. Models Like Heinrich’s Triangle? Use If It Helps, But Don’t Force It

Simon questions old-school models, such as Heinrich’s Triangle. He says if it doesn’t help you or your team, bin it.

“All models are wrong. Some are useful.”

Actionable Tip:

Use models such as Swiss Cheese or AI-driven tools only if they help you learn or prevent harm. Don’t follow a model just because a textbook said so.

7. Use Little Nudges, Not Big Rules

In one story, Simon shares how he brought ice cream to a site on a hot day to break the ice (pun intended). Small gestures matter.

“It’s not bribery. It’s being human.”

Actionable Tip:

Want workers to open up? Offer kindness first. Whether it’s a chat, a coffee, or an ice cream, it shows you care.

Final Thoughts

Simon’s book isn’t a safety manual. It’s a wake-up call. If you’re in safety, especially if you’re starting out. The Safety Salesman reminds you that connection beats compliance. You don’t need to be perfect. You need to be real.

Here at Risk Fluent, we believe the same. We help companies build safer cultures by connecting with people, not just writing policies.

Do You Want to Make Safety Less Boring at Your Workplace?

Reach out to Risk Fluent for cultural change, safety coaching, or honest consultancy that doesn’t put people to sleep.