Sales Training & Coaching
Practical coaching that helps your team spot opportunities, have better conversations and drive more revenue.
Sales is a culture, not just a result.
That’s the belief that underpins everything I do.
Most hospitality businesses invest heavily in operations and very little in sales. general managers know how to run a shift, but they don’t always know how to work it commercially. Sales teams, where they exist, are often given targets and left to figure out the rest for themselves.
The gap between expectation and skill is exactly where I work.
You might have a general manager who’s brilliant on the floor but doesn’t recognise a pre-booking opportunity when it’s standing right in front of them. You might be developing someone into a sales or events role for the first time and aren’t sure where to start. Or perhaps you have a sales team that’s working hard but lacks the confidence, structure or consistency to convert at the level they should.
You’re not alone, and it’s not a reflection on your people.
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“I would recommend this training as it is eye opening especially for management with little to no experience with events planning - its helped me think commercially not just operationally”
General Manager - Crust Bros
How I Help
I work with general managers, sales teams and the people inside your business who carry responsibility for revenue, whatever shape that takes.
Having spent 11 years building and leading hospitality sales functions, including scaling sales infrastructure across 25 venues and managing more than £25m in pre-booked revenue, I’ve seen first-hand where teams get stuck and what helps them perform at a higher level.
Alongside my commercial experience, I’m also an Accredited Level 5 Coach through the Association for Coaching, having completed the Leaders Who Coach programme with Top Right Thinking. This allows me to combine practical sales expertise with coaching techniques that help people build confidence, change behaviours and create lasting results.
We start by identifying what’s actually not landing. Where are opportunities being missed? Which conversations aren’t happening? What’s the gap between the enquiries coming in and the business being confirmed?
The answer is rarely what people expect.
From there, I help build a commercial culture that fits your business. Not a generic framework lifted from somewhere else, but an approach your people can genuinely own.
The biggest shift I try to create isn’t a process change. It’s helping people understand that they have real influence over revenue and the ability to make a meaningful impact on the business. That’s what creates lasting behavioural change.
Ways We Can Work Together
Support is always tailored to your business, team and goals.
This might include:
Training days or half-day workshops
General managers collectives and leadership development
Sales team coaching and development
Project-based support for businesses building a sales function
Coaching for people stepping into a commercial role for the first time
Ongoing one-to-one or team coaching
Together, we’ll find the format that works best for your business.
Who This Is For
I typically work with:
Independent venues and hospitality groups
Businesses that want their general managers to think more commercially
Teams developing someone into a sales or events role
Sales teams that are working hard but not converting consistently
Hospitality businesses that want their people to feel genuinely equipped, not just briefed
Let’s talk
Whether you’re supporting a new manager, developing a sales team or looking to build a stronger commercial culture, let’s start with a conversation about your people and your goals.