Rooted in people • Delivering Performance
Sales Performance
Shifting Sales Performance by focusing on what’s really needed
You’ve invested in the training. You’ve built the process. And you’re still watching capable people play safe when the moment calls for something bolder.
That’s not a skills problem. That’s a beliefs problem.
My own journey
Early in my career I was pitching a global leadership development programme to a global Japanese bank (Nomura) – competitive, complex and multi-stakeholder.
I was confident in the proposition and the team. But the deal was worth over £1m and I’d never sold anything close to that before. Underneath the confidence, a quiet belief was running: this is bigger than me.
My Sales Leader could see the doubts creeping in and told me the game shifts when you overcome that first barrier. We won it. He was right. Not because my skills changed overnight. Because a belief did.
That belief – too big, too risky, too likely to damage the relationship – is what I often see in sales teams today.
The salesperson who won’t push for the bigger deal. The leader who avoids the difficult conversation. The team that plays safe when the moment calls for something bolder.
It’s never really about skill. It’s about what’s running underneath.
Approach
For scale, I work in partnership with PrimeCoach. We don’t teach sales skills in isolation. We shift the beliefs and behaviours that drive how sales leaders and teams perform in the moments that matter most.
- Client conversations
- Meetings & client pitches
- Deal progression
- Challenge and pushback
- Pricing and negotiation
- Internal decision-making
Who This Is For
For sales leaders who know their team has the capability – but aren’t seeing it consistently in the moments that matter.
STAGES
| DIAGNOSE | Understand what’s really going on beneath the surface. Not the presenting problem, but the beliefs and behaviours driving it. |
| DISRUPT | Workshop-based sessions that challenge thinking and surface what’s getting in the way. |
| SHIFT | 1-1 coaching that works at the level of belief – changing how individuals show up in critical moments. |
| EMBED | Group coaching that reinforces new behaviours across the team. |
| REINFORCE | Sustained habit formation so the change sticks long after the engagement ends. |
Five stages – each one building on the last
This isn’t a one-off intervention. It’s behaviour change that sticks.
The Framework
Why Me
Across a 20+ year career in sales leadership, I’ve operated in complex, matrixed organisations with significant revenue accountability – leading global accounts including HSBC and AstraZeneca, carrying large targets, and working across a portfolio of services.
As an ICF accredited coach and behavioural change specialist, I bring a rare hybrid: deep commercial experience combined with expertise in how people think, decide, and act under pressure. I operate at the intersection of sales performance and human behaviour.
This means I’m not just developing capability. I’m shifting the underlying beliefs and behaviours that drive how individuals show up in critical moments – which is ultimately what moves the needle in enterprise sales environments.
What Clients Say
“We brought Ed in to work with our UK sales team because of his rare combination – a genuinely experienced sales leader who is also a qualified coach and behaviour change specialist. Our goal was to help the team become more consultative and brave enough to have the tougher conversations. Ed designed a highly engaging, practical day that pushed the team to explore new approaches and shift real behaviours, not just tick a training box. I would highly recommend him.”
Claudine Debice
SVP, Global Head of Go-To-Market
LHH
