Employer-funded coaching for B2B sellers and account managers
Work directly with me in guided remote sessions to strengthen customer work, develop selling skills and improve internal commercial work. We start with what matters to you and your business, then agree the scope and practise an approach you can use again.
For individuals within businesses, multiple new hires and teams. We agree the format around your people and priorities.
Explore a situation that feels familiar. We can work on the judgement behind it, using AI to question, organise and practise.
Pain: Your contact is engaged, but the decision keeps moving.
Impact: Proposal effort and forecast confidence can build around a buying case the wider group has yet to agree.
What we work on: Use AI questioning to separate evidence from assumptions, examine stakeholder priorities and rehearse the next buying conversation.
Potential return: Better-directed sales effort and a clearer basis for deciding what to pursue next.
Evidence: In Gartner's survey of 632 B2B buyers, 74% of buyer teams demonstrated unhealthy conflict during the decision process.
Gartner · 7 May 2025
Study context: Gartner B2B buying-group conflict survey. The survey ran in August–September 2024. Conflict included competing objectives, disagreement on action and being overruled by other decision-makers.
Pain: The last conversation and the account record tell different stories.
Impact: Reviews can revisit old assumptions while important gaps and next actions remain unclear.
What we work on: Practise extracting decision-relevant facts from appropriate notes, recording uncertainty and checking a proposed update against its source. Learn a repeatable review discipline in your approved tools.
Potential return: More useful management information and clearer ownership of the next action.
Evidence: In a 2024 survey, 24% of CRM administration respondents said less than half their data was accurate and complete.
Validity · 2024
Study context: The State of CRM Data Management in 2024. Vendor-sponsored survey of 631 CRM administration workers and stakeholders in the US, UK and Australia, March–April 2024. These are respondent estimates, not an audit of their databases.
Pain: You are asked for another version or a lower price without knowing what would secure a decision.
Impact: Time and margin are at stake while the underlying reason to buy may remain unresolved.
What we work on: Challenge the brief, compare scope and price choices, and practise a conversation about the outcome the customer needs. A justified concession, a stronger case or a decision to stop can each be the right result.
Potential return: More purposeful proposals and better-grounded commercial choices.
Decision question: Before changing the price, what would the buyer need to agree, and what would the concession secure?
Pain: A good answer with help does not yet show what someone can do on a different problem.
Impact: The participant may need the same guidance again when the evidence, customer or decision changes.
What we work on: Explain the reasoning, change the situation and try again with less live guidance. Review the participant's choices, remaining gaps and next practice.
Potential return: A reusable way of working and a clearer view of what the person can direct independently.
Review question: Can the participant explain why the approach fits, and adapt it when something important changes?
Pain: Keeping information moving can leave too little attention for the customer work and thinking you want to do well.
Impact: More tools can add coordination and checking rather than make the working day feel manageable.
What we work on: Choose useful applications within your approved tools, define what AI needs and check the output. Practise a routine that fits the work, including when a different approach is better.
Potential return: More purposeful tool use, potentially more usable capacity and work that is more enjoyable to sustain.
Evidence: In Gartner's survey of 1,026 B2B sellers, 50% felt overwhelmed by the amount of technology needed to do their job.
Gartner · 16 September 2024
Study context: Gartner B2B seller survey. Seller survey conducted January–March 2024, measuring sellers' reported technology overload.
You may want an experienced seller to handle more demanding work, or a new colleague to build a useful way of working from the start. Coaching gives you a practical way to develop commercial judgement and review how it is being applied.
Work on the decisions and conversations that matter now: a stronger buying case, clearer account information, more purposeful proposals or a skill that needs practice. Build on the participant's experience and help them direct AI with greater depth.
A new seller has to learn your business and put commercial judgement to work. Alongside your onboarding, I can help them practise discovery, qualification and stakeholder conversations, use AI to prepare and challenge their thinking, and build a method they can reuse. Agree what useful progress looks like, then review the work against it.
Develop a way of working your people find useful, engaging and worth returning to. Enjoyment matters alongside capability and commercial results.
Support the people you want to keep, and preserve useful working methods as roles and responsibilities change.
Illustrative annual capacity · one £50,000-base seller
If 60% of a seller’s time is spent on nonselling work, halving the time required for that work would represent £15,000 a year at a £50,000 base salary. That is a hypothetical high-reduction scenario. It is not cash saved or a demonstrated coaching result.
The opportunity is to put usable time towards better preparation, customer conversations and follow-through. Start with the work that could realistically change, including the checking it still needs.
60% nonselling benchmark: Salesforce, State of Sales 2026. £50,000 salary and 50% reduction: illustrative assumptions. Nonselling includes valuable work such as prospecting.
We use AI to examine the question, develop an answer and test what it rests on. You practise deciding which evidence matters, what needs checking and how to act on the result.
Guided sessions shaped around the work and development that matter to your people and your business. Four sessions are one example of individual coaching; we agree team format, preparation, materials and review in the proposal.
Bring the business priorities and the work or skill you want to develop. We agree where to focus and what useful progress would look like.
Work with me on a task or a relevant practice scenario. Then try a fresh challenge without my live guidance and review what worked, what changed and where you still needed help.
For individual coaching, retained materials can include your work or practice notes, an editable workbook and a tailored Claude or ChatGPT project, with portable instructions and a resource record. I show you how to update the approach and check the result. We agree team materials in the proposal.
We use an approved account and agree which work materials and third-party resources can be included.
I bring experience in B2B technology sales. I help you think through who needs the answer, what matters to them and how to explain your work clearly.
You bring the knowledge of your work. Bring the questions and rough first attempts too. We use AI to question, organise and practise, then decide what is useful. A confident answer can still be nonsense.
One participant describes using the approach again on a different client’s business case, without another coaching session.
I draw on specialist AI support to examine a commercial question, investigate a specific requirement or shape a clear explanation. I choose the contributions the work needs and review what we use.
Helps me test the commercial argument, examine stakeholder priorities and work through the next decision.
Investigates the specific market, buyer or niche question behind the work, with cited sources and a clear account of what they support.
Helps me select useful material, shape the argument and refine the wording for its audience and evidence.
These are AI assistants I use in my work. I remain responsible for the guidance and review we agree.
A closer look at AI and its use in work, with the evidence and its limits kept in view.
Issues 006 and 007 are published and available to read.
Platform roadmap
Alongside coaching, I have built an AI platform for reviewing opportunities, preparing briefs and developing commercial content. Explore the advisers' responsibilities, the work they support and what you would like a guided demonstration to show.
Coaching stands on its own. Platform access and implementation are scoped separately.
Tell me about your business priorities and the people whose commercial work you want to develop: established sellers, new hires or a wider team. We can discuss where coaching would help and agree a practical scope.
A brief, non-confidential outline is enough to start. See how to contact me; nothing is sent by this website.
