RESOURCES
Sales Resources
These guides and articles are written for people selling in European markets rather than adapted from an American playbook.
They are drawn from my own career in international sales, or from work with clients across the Nordics and western Europe.
GUIDE · ABOUT AN HOUR'S WORK · PDF
The ideal client profile
A working filter for founder-led sales teams. Built from your own closed deals — won, lost and churned — rather than from the customer everyone in the room wishes they had.
WHAT IS INSIDE
- The retrospective: your last 18 to 24 months scored on margin, effort, retention and advocacy
- The 3 layers of fit, and why the layer most profiles skip is the one that predicts timing
- A weighted scoring sheet, a separate list of absolute disqualifiers, and a one-page template
Who it is for. Founders and revenue leaders in growth-stage B2B, where selling everything yourself has started to reach its limit.
GUIDE · 37 PAGES · PDF
A guide to sales prospecting
Finding, qualifying and approaching buyers in European B2B markets. Version 3 replaces the 2020 edition: 5 statistics deleted because no primary source could be found for them, and every claim that survived traced back to one.
WHAT IS INSIDE
- The cycle in 7 steps, from defining the target to the review that changes one thing
- What the Norwegian rules permit before you email a named person at work, and where the line falls elsewhere in Europe
- Deliverability, where AI earns its place in the research step, and a 30-day start
Who it is for. Employed sellers, solopreneurs, and founders selling before there is anyone to hire. Where the advice differs by reader, the guide says so.
GUIDE AND WORKBOOK · 29 PAGES · PDF AND EXCEL
A working sales plan
From a growth target to this week's activity. The guide and the Excel workbook open on the same worked example, so you can follow it line by line before you enter your own figures.
WHAT IS INSIDE
- The revenue bridge: how much of next year's number has to come from new customers
- The activity each week has to hold, for new business and account management separately
- 90-day priorities, market strategy, and a table of what moves the number
Who it is for.
Sales leaders, founders and solopreneurs in small and mid-sized B2B companies.
PLANNER AND GUIDE · WORD AND PDF
Meeting and call planner
A 3-page for for preparing a sales meeting or call that matters, with a short guide to completing it, together with an easy-to-follow worked example.
WHAT IS INSIDE
- Your objective at 3 levels: best case, minimum acceptable and worst case
- Weak points, pitfalls, strengths and the points to draw out
- One row for each attendee: position, problem, objections and questions
Who it is for.
Solopreneurs, founders, sales leaders and quota carriers in B2B sales.
Rather talk it through?
Reading a guide is one way to work out whether any of this applies to you. A conversation is quicker, and usually settles in 20-30 minutes whether there is anything here for you.