Sales coaching
Sales coaching for business owners, from a coach who still sells
£200K to £1M+ in revenue, and one business to four.
Matthew Weston, owner, Vantage 365 GroupOur best month ever, on the back of last month being our best month ever.
Darren Legg, owner, Enhance Mobility Group
Most sales coaching is built for sales reps chasing commission. Mine is for the owner of an established business, and the team who sell with them: a sales process the customer trusts, people who can run it without you, and numbers that show what’s working. From a coach who wins his own clients and owns shares in a sales and marketing lead generation business. One strategy has made one of my businesses over £250,000 in sales.
5.0· 23 Google reviewsFrom £800 a month plus VAT. Every price, with what to compare it to.
Not just one session a month: wrap-around support all month, my private number for when you need me, and the backing of the senior leaders in the businesses I own, who are living the skills your business needs, plus MentorBusiness.com. You’re not going it alone. A partner to call on, with entire organisations behind me to support you, so when times are tough you sleep easier knowing someone’s in your corner, and someone to celebrate with when you break through.
Most owners choose weekly mentoring, with training for their team included. Want something different? Request a tailored quote.
Book a virtual coffeeWhatsAppFor owners of established businesses from about £250k turnover, and their sales managers and salespeople. Not for start-ups.
The short answer
What is sales coaching?
Sales coaching is one-to-one or team work that improves how a business sells: the process a customer goes through, the skills and character of the people selling, and the numbers that show what’s working. Sales training teaches a method in a room; sales coaching stays with you while you use it, on real customers, and holds you to it.
One-to-one sales coaching
One-to-one sales coaching is sales coaching for one person: the owner, a sales manager or a salesperson. Your real sales conversations and your real numbers are reviewed with you, and you’re held to the changes, instead of sitting through a generic course.
Strategy on its own isn’t enough. In my words on the Mentor Business Podcast: “You can have all the strategies you want. If you can’t build that character, you’ll never be able to deliver it.” So I coach both: the process, and the people who run it.
What you get · sales coaching
- A sales process your customers trust, from first contact to the referral.
- Your team selling the same way, so you can see which step is leaking and fix it.
- The numbers behind every stage: leads, conversations, proposals, wins.
- Me in every session, not an employed coach, with the businesses I own behind you.
- Sales that carry on when you take a week off.
Is it for you?
Sales coaching for business owners, not just sales teams.
Every big sale still goes through you
You’re the best salesperson in the business, so the business can only sell as much as you have hours. It grows when you’re there and stalls when you’re not.
Your sales team wings it
Everyone sells their own way, so you can’t see why one person converts and another doesn’t, and you can’t copy what works.
You win on price, or not at all
If what you sell looks the same as your competitors’, the customer picks the cheapest. Discounting to win is a race to the bottom.
Referrals come in, but by accident
Your best customers came from word of mouth, and nobody in the business is doing anything to make it happen again.
How I coach sales
What does a sales coach do? Builds the sales machine, then the people to run it.
A salesperson needs a vehicle: a process that takes the customer on a journey, so they know that if they follow it, the customer gets what they want. Without one, “you’re just winging it”, and if you can’t control the process, you can’t control the customer’s journey or your level of sales. This is how I build it with you.
1. Understand your customer
If you sell the same product as everyone else and there’s nothing special about you, the customer goes for the cheaper option. It’s a race to the bottom. So we start with what problems your customers are having, including with whoever they buy from now, and what you could do differently.
2. Map their journey, from point A to point Z
From the moment they land on your website or get a call from you, to the point where they’re happy with what they bought and ready to refer you. The close is not point Z. If you’ve changed their business, they come back and they send people to you.
3. Coach the customer to a decision, not a close
People get in touch after a trigger moment: the moment they think, “I really need to do something about this.” From then on, you’re not selling to them. You’re helping them make an informed decision, whether that’s your product, someone else’s, or nothing at all. An objection usually means you haven’t yet shown them the value. It’s a win-win, or no deal.
4. Systemise it, so it doesn’t depend on you
I don’t do the sales in a lot of my businesses now, because I’ve created a system and found the right people, better than me, to run each part of it. You want the right people in the right seats.
5. Measure every step
Numbers are the language of business. Where the leads come from, how many calls, how many were effective, what converted. Test and measure what’s working, keep what is, and stop what isn’t.
6. Then leverage it
You can only work 24 hours a day. Once the system works in one market, with the right people in it, you can take it to the next. That’s how a business grows without you.
You can hear the full version in How to build the ultimate sales machine, and the steps written up in how to build a sales process.
Why me
A UK sales coach who owns businesses, not one who used to.
I win my own clients. I run the sales and marketing in businesses I own, I own shares in a sales and marketing lead generation business, and I’ve built 69,000+ followers on TikTok by testing what works. I recorded a series of sales episodes on the Mentor Business Podcast, and hosted a sales vs marketing debate with Andy Bounds and Peter Boolkah. I bring the organisational psychology from my doctorate to it, because every sale is a person making a decision.
The referral strategy that’s made over £250,000 in sales
Ask anybody what the best marketing is and most will say word of mouth. So where is your word of mouth strategy? In my smallest business, rewarding the people who refer us has brought in over a quarter of a million pounds in sales in a couple of years.
The sum is simple. If £1,000 of marketing brings you five customers, each one cost you £200. Why not thank the person who sends you a customer with that, and take the guesswork away? It works because it isn’t you saying it: it’s a customer who got results saying it. You have to earn the right first, by delivering what you said you would. And it doesn’t suit every business: in one of mine, customers compete with each other, so they won’t refer. That’s what coaching is for, working out how it could work for you. Hear the episode.
Sales coaching results
What owners and sales managers say
Matthew WestonOwner, Vantage 365 Group · Vantage 365 Group£200K to £1M+ in revenue, and one business to four. That’s where Vantage 365 has gone since I started working with Lewis. We’re now a group made up of Vantage 365 Group plus dedicated Consultancy, Training and Support businesses. Lewis has helped foster my entrepreneurial spirit and, just as importantly, helped me see the wood for the trees. He’s someone I can share ideas with, talk problems through with, and occasionally just vent to. And it’s not only me he’s supported; he’s worked with members of my team too, which has made a real difference across the business. If you’re an owner who knows there’s more in you and your business, I’d highly recommend him.
Mike FosterBusiness owner · Mike Foster FitnessLewis really helped me take my business to the next level, I was struggling to grow my business and my numbers were declining. With his help and guidance he has helped our business make an extra £5-10k a month in revenue to start with, and our social media following has helped us reach new people all over the world. If it wasn't for Lewis' help I think the business may have gone under, but since working with him the business has really flourished.
I worked with Lewis in a previous role and his coaching made a real difference, both professionally and personally. He helped us set clear business goals, challenge the way we operated and focus on what would genuinely move the business forward. His approach pushed us to think bigger, make better decisions and turn ideas into results rather than just talking about them. On a personal level, Lewis helped build my confidence, challenged my mindset and pushed me outside my comfort zone. He’s honest, straightforward and genuinely invested in seeing both the business and the people behind it succeed. I’d highly recommend working with him.
Fig. · What you’re left with
What changes when the selling stops depending on you.
- The big sales stop going through you.
- You know which stage of the pipeline is leaking, and what it costs you.
- Your best customers send the next ones, on purpose.
- You stop winning on price, because the customer can see the difference.
- The sales number stops being luck.
Sales and marketing together
Business development coach: where the next customer comes from.
Sales is marketing, and marketing is sales. The marketing feeds the sales, the sales feed the operations, and the operations feed the finance and the owner. So when an owner asks me for help with sales, we nearly always look at where the leads come from too: the brand, the referrals, the content and the cost of each lead.
If marketing is the bigger gap, start with marketing coaching for owners. If you want me in the marketing seat, or a monthly room of owners testing together, that’s the fractional CMO and Marketing Masterminds page. For the leadership team as a whole, executive coaching.
In person
Sales training in Birmingham
I’m based in Birmingham’s Jewellery Quarter, so for owners in Birmingham and the West Midlands, sales training can happen in your business, with your team in the room: your sales process mapped on the wall, your numbers on the table, and the same steps taught to everyone who sells. Then the monthly coaching keeps it in place, so it doesn’t fade a month after the training day.
Owners in London and across the UK get the same, in person or on Zoom. More on business mentoring in Birmingham and in London.
Price
How much does sales coaching cost?
Sales coaching with me is from £800 a month plus VAT, month to month, with no fixed-term contract. If you’d like to see where your sales are leaking before you commit, start with a business gap analysis (£699 plus VAT); the fee comes off your first month if you carry on.
Not just one session a month: wrap-around support all month, my private number for when you need me, and the backing of the senior leaders in the businesses I own, who are living the skills your business needs, plus MentorBusiness.com. You’re not going it alone. A partner to call on, with entire organisations behind me to support you, so when times are tough you sleep easier knowing someone’s in your corner, and someone to celebrate with when you break through.
Most owners choose weekly mentoring, with training for their team included. Want something different? Request a tailored quote.
Training for your sales team is part of the higher tiers. Every price is published, so you know before we talk.
The real cost
What is winging it costing your sales?
Every month the business runs without a sales process, each person sells their own way. The good months are luck, the bad months have no explanation, and the best customers you won can’t be won again on purpose, because nobody wrote down how. You stay the best salesperson in the business, and the business stays the size of your diary.
The owner with a process runs a different business. Everyone sells the same way, the numbers show which step is leaking, the customers who were looked after send the next ones, and the sales carry on when you take a week off.
First steps
First steps with me
- Write down every step a customer goes through with you, from first contact to the referral. Mark where they drop out.
- Put your target through the free sales plan template to see the leads, conversations and proposals it needs each week.
- Bring it to a virtual coffee, 30 minutes on Zoom, no charge, or WhatsApp me.
Questions
Sales coaching FAQs
What is the difference between sales coaching and sales training?
Sales training teaches a method, usually to a group, in a day or a course. Sales coaching stays with you while you use it: on your real customers, your real numbers, week after week, with someone holding you to it. Training gives people the words; coaching is what makes them stick. Most businesses that buy training without coaching are back where they started within a few months.
Do you coach my sales team, or just me?
Both. Monthly mentoring from £800 a month is for you, the owner. The higher tiers include training and coaching for your sales team, so they learn the same process you do. The first thing I teach a sales team is that the sale is about the customer, not the commission. Every price is published.
Is sales coaching worth it?
It is if it changes a number you can measure. Before we start, we agree the number that says it worked, usually sales in the quarter, and the steps that make it true: leads, conversion and average order. If those don’t move, you’ll know, and you can stop: there’s no fixed-term contract.
Will you do the selling for me?
No. I’m a coach and mentor: I help you build the process and the people, and I hold you to it. If you need someone to make the calls or book the meetings, that’s a lead generation business or a salesperson, and I’ll help you choose one and judge them.
What is the difference between a sales coach and a business development coach?
Mostly the scope. A sales coach works on how you sell; a business development coach works on where new business comes from as well: marketing, referrals, partnerships and new markets. I do both, because in an owner-run business they are the same job.
Is sales coaching online or in person?
Both. Most monthly sessions run on Zoom for owners anywhere in the UK. I’m based in Birmingham’s Jewellery Quarter and work in person across the UK for team sessions and planning days.
Who is sales coaching not for?
Start-ups and freelancers who don’t yet have a business to sell from, and anyone who wants a script to push people into buying. I coach trust-based selling: the customer gets what they came for, and comes back.
How I compare
See how I compare to coaches, coaching franchise companies, and consultants.
Sixteen things owners care about, scored green, amber or red, with the reason for every score, including where someone else is the better choice.
See the full comparisonNext step
Ready for a business that pays off for you, and grows without you?
Bring your biggest question about scaling the business to a 30-minute virtual coffee, and leave with a straight answer.
Not sure I’m the right fit? Compare me with other coaches and mentors, honestly, including where others are the better choice. Want something built around your business? Request a tailored quote and I’ll call you to go through it.