Why I stopped doing sales coaching
The first version of this business was coaching. I'd fly in, run workshops, leave a framework behind. Three months later the same founders would message me: "It's slipping again."
The frameworks were fine. The problem was that humans forget. A sales playbook that lives in someone's head is a playbook that degrades weekly.
A system you can't forget is worth ten frameworks you might.
What changed
Two years ago I stopped writing decks and started writing automations. I'd find the exact moment in a sales process where things went sideways (the cold-lead reply that took 14 hours, the proposal that took 3 days, the follow-up that never happened) and I'd build the thing that made those failures mechanically impossible.
The results were embarrassing, in the best way. Founders who'd struggled for years to close consistent deals started closing them within weeks. Not because I was smarter than their previous coach, but because the machine doesn't forget on a Tuesday afternoon.
What I do now
I start with the €500 Revenue Leak Audit to find the leaks. To plug them there is the Complete Growth Strategy (€2.5k - €15k) or the 6-week GTM sprint (€2.5k - €12k). About 40% of audited founders run the fixes themselves afterwards. The rest hire me to build it, and I hand them a system they own: no vendor lock-in, no retainer trap, no "call me if it breaks."
That's the whole business. No course. No cohort. No newsletter begging for your attention. Just the audit, the strategy or the sprint, and the occasional Growth Partner slot for founders who want me in their Slack long-term.
Sell Successfully is based in Eindhoven and works mainly with teams in the Netherlands, Belgium, Germany and the UK.
Six opinions that shape every build
If you disagree with 4+ of these, we're probably not a fit.
- 01Your process is the product.Tools don't sell. Process sells. Tools just enforce the process.
- 02Speed beats polish.A reply in 4 minutes with a typo beats a perfect reply in 14 hours. Every time.
- 03Humans forget. Systems don't.If your playbook lives in heads, it's already dying. Ship it into the stack.
- 04New tools are rarely the answer.90% of what I build goes into the CRM you already pay for.
- 05AI isn't magic. It's a shortcut.Trained on your voice, on your buyer, on your deals. Not generic.
- 06The best sale is the one you don't make.Automated qualification saves more hours than any close technique ever will.