ABOUT
Solve. Sell. Succeed.
I started my career on the other side of the table—as a software developer and IT consultant. I wasn’t just selling tech, I was building it, solving problems, and seeing first-hand how businesses struggled to translate technology into real value.
Then I found myself in pre-sales, working tirelessly to shape solutions, only to watch someone else close the deal (and take home the commission). That’s when I made the leap into sales—where I quickly realised that the best salespeople weren’t just pitching products. They were solving real business problems.
As I moved into sales leadership, my focus became clear:
helping sales teams escape the product-pitch trap and adopt a problem-first mindset.
Because when sales is done right, it’s not about persuasion—it’s about partnership.
That’s exactly why I founded The Selling Collective. Salespeople don’t need more scripts, gimmicks, or pressure tactics. They need a framework that works in the real world—one that starts with understanding the customer’s problem before ever talking about the solution.
If that sounds like your kind of selling, we should talk.