"Ongoing coaching of the sales team has been invaluable in helping them structure their outreach and their calls. He has a very practical approach and they were calling and listing back to their own calls even within he first session. The team always come back very enthused after their sessions with James. He has really built up their confidence, skills and morale. It has been great to see cold calling actually start to work at Tally Workspace!"
You don't need another generic course or guru. You need consistent and tailored support to affect sales behaviour.
10+
Years
of
experience
of
experience
8+
SDR teams
built
built
90+
SDrs and AEs
hired and
trained
hired and
trained
Helping leaders build, scale, and optimize outbound sales teams for predictable & repeatable growth
Delivered through hands-on tailored coaching and fractional support.
Our Partners
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Sales Solutions That Actually Move the Needle
If you’re building an outbound team (or trying to fix one that’s stuck) our services are built for you!
No generic advice, no recycled playbooks. Just real, hands-on support to help you lead with clarity, scale faster, and stop guessing.
Fractional Sales Leadership
Need Head of Sales skills - without the
overhead?
We step in as your strategic sales lead, helping you build or restructure your outbound engine. From hiring and onboarding reps to dialing in your systems, this is leadership without the long-term overhead.
Sales
Coaching
Your sales team’s stuck.
Let’s fix that.
Hands-on coaching for founders and sales leaders who want to grow faster and smarter. Get feedback on your process, your team, your messaging, tools
-then build a plan that actually works.
Let's figure out which is right for you!
Talk to us
Real teams
Real results
Explore how sales leaders, founders, and growing teams have worked with us to build, fix, and scale outbound engines that actually deliver.
Each card tells a story.
Get the inside scoop on the challenge, the strategy, and the outcomes.
Dom Bowcock
CEO
More SQLs
Less no-shows
hired 2 new SDRs
3x'd size of team
"We have now been able to double the size of the sales team and massively increase the amount of new business we are bringing in. Sales Reader has played a big part in doubling the amount of demos we are bringing in, increasing the number of SQLs and decreasing the number of no-shows. The AE team have also really benefited from our now consistently hitting targets."
SaaS
Sales Tech
Sales Reader has given us the sales expertise we have needed so much, in order to turn a fairly green team into a very effective sales operation. Sales Reader has essentially acted as a fractional Head of Sales and it has brought me peace of mind that the team are in safe hands. He has also known exactly where the line is when it comes to picking the team up and having some fun whilst also ensuring they know when to get their heads down and work hard to hit KPIs
Service rendered
Fractional LeaderSam Gillingham
Marketing Director
& Co-founder
& Co-founder
2x'd Sales team size
£200k pipeline to £3million
8x increase in meetings booked
"James helped us put together an onboarding plan for new hires which we have deployed for new starters and helped to get them up and running much quicker.
We were able to grown from 3 SDRs to 6 Sales reps, including AE roles. £200k to £3m pipe in 9 months"
SaaS
UCaaS
CCaaS
We've focused the team on mastering the art of calling. By honing in on this single channel, reps have become experts, driving consistent and high-quality engagement with prospects. Dedicated in person 1:2:1 coaching and group coaching, has been instrumental in refining the approach and honing our skills. His expertise has helped our team navigate challenges and continuously improve. Helped us put everything in place from CRM management, deal stages, deal flow, scripting, messaging, positioning
Service rendered
Coaching
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"I knew external coaching would add significant value to the team, and help in faster onboarding and upskilling of new team members. I hired James to run group coaching sessions with my SDR team consisting of both experienced and new reps. James was able to quickly build trust with the team, give them guidance and direction to structure their outbound approach, and offer excellent coaching and feedback."
"The coaching from James was really helpful in shaping how I would approach outreach, giving a better understanding of how to react to different situations and to better listen and help clients. His advice helped to build confidence in successfully tackling tasks that I'd previously have left to the last minute, and has improved my overall work performance. And helped me hit my targets quarter to quarter."
"My confidence has improved tenfold and when talking to prospects, I know I can provide value to individuals and businesses. With James's guidance I'm now on track to become an AE within the next 6 months."
"I'm a quarter through a BDR/SDR leadership programme that he is delivering for me on a one-to-one basis and I have been thoroughly impressed with the level of insight and detail to date, and what I have gained in just a few sessions. There are multiple ways to upskill as a sales professional in a Sales role HOWEVER, if you are looking for something tailored and on a one one one basis I thoroughly recommend dropping James a line and seeing what he has to offer!"
Fractional Sales Leadership
Senior sales leadership
-without the full-time hire
If you need a Head of Sales but aren’t quite ready to bring someone in full-time, this is for you. We step in as your part-time sales leader, offering high-impact support where it matters most.
Whether you're building your first outbound team or trying to get an underperforming one back on track, you'll get the strategic guidance, structure, and accountability your team needs to grow - without the cost or commitment of a full-time exec
Design,
Measure or rebuild your outbound sales engine
Measure or rebuild your outbound sales engine
Set up the right people and process for growth
Weekly or
bi-weekly coaching calls
bi-weekly coaching calls
Real-time feedback
on your business
on your business
Sales Coaching
Practical, honest coaching
for sales leaders and founders
Running outbound is hard especially if you're doing it alone or leading a team without a clear roadmap. This coaching is built for founders, team leads, and sales reps who want clarity, structure, and someone to challenge their thinking.
You’ll get personalized support that fits your business and your pace. Together, we will dig into your outbound process, diagnose what’s working (and what’s not), and build a practical plan to fix it.
Building Success:
A Proven Strategy
For companies with less than 5 sales people
looking to unlock their full potential
and build consistent pipeline through cold calling
Phase 1
Benchmarking,
testing and design
Measure all key sales metrics to identify improvement areas
Conduct outbound work alongside the client's team, personally cold calling with them and coaching
Make necessary CRM and process changes internally
Evaluate and map TAM and ICPs
Phase 2
Embedding
and Scaling
Document new processes and build company-specific training and onboarding programs
Assist in hiring or growing the team as needed
Introduce and implement tools to scale from existing team output
Leverage Sales Readers' partners to plan additional tools, including our intelligent tool Stakki
Phase 3
Operationalizing, Coaching, and Handover
Provide ongoing advice and coaching to the team
Help design and recommend team progression paths
Scale pipeline efforts and revenue, ensuring the team can repeat and carry forward success
Where Sales Leaders go to select sales tools
Fed up of all the noise and distractions in the sales tools market? Looking for straight forward and honest sales tools guidance. That's why we built Stakki, a Sales Reader company.
