Sales is one of the biggest growth levers in any SME, but it is often the part of the business that becomes reactive, inconsistent or over-reliant on the founder.

I work with organisations to strengthen sales performance, create more opportunities, improve conversion and build a more confident, commercially focused approach to sales and growth.

Depending on what your business needs, I can support you through consultancy, sales training, sales audits, fractional sales leadership and hands-on sales growth support.

Before founding Anna Payne Sales, I was Co-Founder and Managing Director of an international recruitment business that grew to multi-seven-figure sales under my leadership, with a team of 30 and clients across five continents.

I understand what it takes to build revenue, lead teams, create opportunities and turn sales activity into meaningful commercial results inside a real business.

How I can help

• Identify where sales are being lost, delayed or left to chance
• Improve your sales process so enquiries, leads and opportunities are created and followed up properly
• Strengthen your offer, messaging and positioning so your value is easier to understand
• Support founders and teams to sell with more confidence, skill and integrity
• Create a more structured approach to lead generation, pipeline management and conversion
• Build practical sales habits, systems and processes that are easy to maintain
• Provide experienced sales leadership and commercial insight without the commitment of a full-time sales director
• Help your business create more revenue from existing relationships, leads and opportunities
• Develop stronger sales capability through practical training, coaching and support

My approach

• My approach to sales is practical, strategic and most of all, human.
• Strong sales come from understanding your customers, communicating value clearly, building trust, following up consistently and taking purposeful commercial action.
• I do not believe in pushy sales tactics, robotic scripts or high volume, low quality sales activity that damages trust and reputation. 
• That means the work we do together will be focused on growth, but also on integrity, client experience and the long-term reputation of your business.

Providing expert sales consultancy, training and directorship

With extensive experience in sales leadership roles, start-ups and entrepreneurship, spanning almost three decades, and comfortable with both practical implementation as well as operating at board level, Anna will be a valued addition to your leadership team, providing accountability, insight and learning on more than 'just' sales.

Whether engaging with you for a short term project or in a longer term partnership, her breadth and depth of experience, tools and processes will bring your sales operation and teams into focus, create insights, identify growth opportunities, troubleshoot and deliver growth and revenue.

• Sales Strategist, Coach and Speaker 
• Expert in positioning, offer suite, lead generation, sales, retention and lifetime value
• Co-Founder and Former Managing Director of an international recruitment business that grew to multi-seven-figure sales under her leadership
• Built and scaled three successful businesses
• Author of the bestselling book Everything You’ve Been Taught About Sales Is Wrong (*Probably)
• Host of the How To Make More Sales podcast
• 25+ years experience across B2B, B2C and B2Entrepreneur sales
• Experience of selling internationally (Australasia, Middle East)
• Experience of Public Sector Sales  

Who this is for

This support is best suited to SMEs, founders and leadership teams who know there is more commercial potential in the business, but need the right sales expertise, structure and support to access it.

It may be a good fit if:

• You need more leads
• You are generating leads, but conversion is inconsistent
• Sales activity is too dependent on the founder
• You have a capable team, but they need more sales confidence, structure or training
• You are entering a new market or launching a new offer
• You want to improve follow-up, pipeline management and sales process
• You need senior sales insight, but are not ready to hire a full-time sales director
• You want sales to feel more professional, human and values-led