I Help You Build YOUR Sustainable Sales System
Business coach and mentor with twenty-five years building businesses and leading teams. Formally qualified (ILM, Association of British Mentors, official HTG coach). Plus AI capabilities that give you competitive advantage.
You're brilliant at what you do. Your clients love you. You solve complex problems. You deliver real value.
But when someone asks "What makes you different from other [consultants/accountants/trainers]?" - you freeze.
Not because you're not different. Your clients tell you that all the time. But putting it into words? Building systems that bring you clients consistently? Figuring out the business development side whilst delivering brilliant client work?
That's harder than the actual work you do.
I've been there. Exactly there. And I can help you work through it.
How I Got Here
My career started in sales at a major electrical company. I loved the problem-solving aspect - understanding what clients needed and showing them how we could help. But I quickly noticed something: the businesses that grew consistently weren't the ones working hardest. They were the ones with proper systems in place.
I moved into leading sales and marketing teams, eventually generating millions in revenue for organisations including GEC, Oracle, Infor, and Lawson. Along the way, I learned what works in practice - and more importantly, what sounds brilliant in theory but falls apart when you're actually running a business.
Then I did what many of us do - I went out on my own. Built three businesses from concept to profitable operation.
And discovered that knowing how to do something and actually implementing it whilst juggling client delivery, cashflow, proposals, and everything else that comes with running a small business - those are very different challenges.
I remember the feast-famine cycles. Checking my calendar three months out and feeling my stomach drop. Having brilliant client sessions on Tuesday, then lying awake Wednesday night wondering where next month's revenue was coming from.
I remember trying to write my positioning and staring at blank pages for weeks. Knowing I should be "doing marketing" but having no idea what that actually meant for my business. Winning work and having no clue why that prospect said yes when three others said no.
That's the experience I bring now. Not theory from textbooks. Not case studies I've read. Actual experience building businesses, making mistakes, figuring out what works, and doing it again until I got it right.
I'm not someone who's only ever coached. I've closed the deals, managed the teams, built the businesses, and worked out what actually creates sustainable growth for small businesses competing against both boutique specialists and larger firms with bigger budgets.
What Actually Works
(And What Doesn't)
After building three businesses and working with dozens of clients, here's what I've learned:
Most Marketing Advice Doesn't Fit Small Businesses
It's designed for companies with dedicated marketing teams and substantial budgets. "Post on LinkedIn daily" sounds great until you're buried in client delivery with three proposals due this week. Real systems need to fit around your reality, not fantasy scenarios where you have twenty hours a week for marketing.
Generic Templates Don't Work
What works for a software company doesn't work for a consultancy. What works in London doesn't work in Leeds. Every industry has different buying cycles, different decision-making processes, different language. Your approach needs to reflect that. That's why I research your specific industry before we even start working together.
Consistency Beats Intensity Every Time
Posting every day for three weeks and then disappearing for two months achieves nothing. A simple system you can actually maintain beats an ambitious plan you'll abandon. I've seen it time and time again - sustainable progress always wins over unsustainable sprints.
You Don't Need to Change Who You Are
The most effective marketing feels natural to you. If cold calling makes you uncomfortable, don't do it. If you're thoughtful and prefer building relationships slowly, we'll build a system around that. Authenticity isn't just nice to have - it's what makes systems sustainable.
You're Doing This Alone
(And That's the Real Problem)
Positioning alone. Marketing approaches alone. Sales conversations alone. Testing tactics alone. It's exhausting. And it's unnecessary. You can't see your own positioning clearly because you're too close to it. That's where having someone who's been there makes all the difference.
Why Work With a Business Coach AND Mentor
Most business coaches teach frameworks. Most mentors share stories. You need both - and here's why clients choose to work with me.
I've Actually Built Businesses (Including the Messy Parts)
Three of them, from concept to profitable operation. I've experienced the feast-famine cycle myself. Struggled to generate consistent leads. Made pricing mistakes. Had awkward sales conversations. Learned the hard way that working harder doesn't solve marketing problems - better systems do.
When we talk about positioning or sales processes or lead generation, I'm not citing case studies from a textbook. I'm drawing on situations I've actually navigated. Including the parts that didn't work. The approaches I tried that failed spectacularly. The mistakes that cost me money and sleep.
That experience matters because I understand your reality. The gap between knowing what to do and actually doing it whilst running a business. The weeks when client delivery takes everything and business development falls off completely. The guilt of knowing you should be "doing marketing" but having no idea where to start.
Coach AND Mentor
(Not Just One or the Other)
You need both a business coach and a mentor.
Here's the difference:
As your business coach, I help you build systems. Strategic clarity through structured conversations. Lead generation that's repeatable. Sales process that converts. This is methodology, frameworks, systematic development.
As your mentor, I share what I learned building three businesses. The mistakes that cost me sleep and money. The approaches that failed. The moments I wish someone had warned me about. This is experience you can't get from frameworks.
The formal qualifications (ILM certified, Association of British Mentors member, official HTG coach) mean the coaching is professional and proven. The 25 years building businesses means the mentoring is real and relevant.
Most business coaches can't mentor because they've never built businesses. Most mentors can't coach because they lack methodology. You get both.
I Bring AI Competitive Advantage
(That Most Mentors Can't)
Here's what makes working with me different in 2025: I use AI to research your industry before we even start. Your competitors. What works in your niche. Best practices. Opportunities you're missing. Custom insights in days instead of weeks.
Then throughout our work together, you learn to use AI the same way across your business. For prospect research. Content creation. Proposals. Competitive intelligence. Client delivery. Everywhere it creates advantage.
This isn't generic "ask ChatGPT" advice. It's specific use cases for your business. How to research prospects in your industry. How to create content that establishes authority in your niche. How to write proposals that win. How to accelerate delivery without sacrificing quality.
Most business mentors don't have these capabilities. They're still working the way they did in 2015. Most 'AI coaches' learned ChatGPT six months ago and have never built a business. You get both - twenty-five years of proven experience plus modern tools that create competitive advantage.
I Work At Your Pace
(Because That's What Actually Works)
No timeline pressure. No rigid programmes where you have to complete Module 3 by Week 5 regardless of what's happening in your business.
Some weeks you'll have capacity to implement. Some weeks you'll be buried in client delivery. Some weeks life happens and business development takes a back seat. That's reality. We work with it, not against it.
I remember weeks when I was so swamped with client work that checking email felt like a luxury. Weeks when a prospect needed something urgent and everything else got pushed. Weeks when I was just exhausted and couldn't face another strategy session.
That's normal. That's running a small business. Our work together adapts to your reality. Progress over pressure, always. I've never had a client fail because they moved too slowly. I've seen plenty burn out from trying to do too much too fast.
What Working Together Actually Looks Like
No rigid programmes. No arbitrary timelines. Just collaboration that fits your reality.
We start with a conversation. Just talking. About where you are. What you're trying to achieve. Whether my approach fits your situation. Whether we're a good fit to work together. If we're not right for each other, I'll tell you. No point wasting time.
If we are and you want to move forward, I spend time researching your industry using AI. Your competitors. What successful businesses in your space are doing. Best practices. Opportunities. Positioning approaches that work in your niche. All compiled into a custom research report. This takes me a few days. You don't wait - I do this work.
Then we have a kickoff session where we review the research together. We talk through what resonates, what doesn't, where you fit in the landscape. Your expertise plus industry insights equals your custom strategy. This is when your programme takes shape.
After that, we build your system. Through coaching conversations, we figure out your positioning and approach. Through implementation, we build the actual systems - one piece at a time. Through AI capability transfer, you learn to create competitive advantage across your business.
Regular sessions maintain momentum. We work through decisions. Build capabilities. Solve problems that come up. The frequency depends on what makes sense for your situation - we figure that out together.
Between sessions, email support whenever you're stuck. Need a second opinion? Wondering how to handle something? Just email. I'll get back to you.
What you leave with: A working sales and marketing system. AI capabilities that keep working. Strategic clarity that guides decisions. Five to twelve hours back every week. And confidence in where your next client is coming from.
Some clients move quickly and have everything built in a few months. Others take longer because they're prioritizing client delivery. Both approaches work. What matters is building something sustainable that you can actually maintain, not rushing to tick boxes on an arbitrary timeline.
Who This Is For
I specialize in working with people who are technically excellent at what they do but struggle with the business development side.
You know exactly what I mean if you're one of them.
Professional Services
Consultants, accountants, solicitors, coaches who compete on expertise and need to demonstrate value beyond "great service"
Technology & B2B
Software, IT services, B2B companies looking to scale beyond referrals and word-of-mouth
Creative Agencies
Design, marketing, creative businesses tired of feast-famine cycles and clients who don't value expertise
You're in the right place if:
You're generating £100K-£1M+ but growth feels inconsistent
You rely on referrals and would like proactive lead generation
You can't answer "Who are you for?" or "What makes you different?"
You don't have time for traditional strategy development
This probably isn't the right fit if:
You want overnight results or quick hacks
You want someone to run campaigns for you
You compete primarily on being the cheapest option
Background & Qualifications
As a business coach and mentor, I bring both formal qualifications and real-world experience.
The coaching credentials: ILM certified, Association of British Mentors member, official HTG coach. These represent professional training and methodology - the structured approaches that make coaching effective.
The mentoring experience: Twenty-five years building businesses from scratch, leading sales and marketing teams that generated millions for GEC, Oracle, Infor, and Lawson. Making mistakes. Figuring out what works. Building three businesses.
The combination - coaching methodology plus mentoring experience plus AI capabilities - is what helps clients build systems that actually work. You're not getting theory from someone who's never done it, or stories from someone with no methodology.
Let's Talk About Your Business
I don't do high-pressure sales calls. If you're interested in working together, let's just have a straightforward conversation.
About where you are. Where you'd like to be. What's getting in the way. Whether building a system fits where you are right now. Whether my approach feels right for your situation. Whether we're a good fit to work together.
If we're not right for each other, I'll tell you. Might even suggest someone who'd be better suited. If we are, we'll discuss what working together would look like and whether the investment makes sense for you.
No obligation. No pressure. No games. Just an honest conversation about whether I can help you build the sales and marketing system your business needs.