About Ethical revenue circle

Sales coaching has become a bit of a minefield — frameworks, acronyms, styles, methodologies, opinions — where do you start?

MEDDPICC this, challenger that… it all sounds clever until you try it in the real world and realise your contact just wants a human conversation, not the feeling of being sold to.

At Ethical Revenue Circle, this isn’t about using off the shelf frameworks or LinkedIn guru recommendations. It’s about adapting the right approach to the right ICP. It’s finding a style that works at a human level. It’s about creating outbound motions that resonate.

This is modern, highly bespoke, 1:1 coaching that evolves as the markets do, for real people doing real jobs — the ones who are carrying a number.

Who am i?

I’ve been in sales nearly 20 years, mostly in SaaS and health tech. I’ve worked my way up — from the most junior roles to running teams of 40+ managing multimillion pound revenue targets across multiple sectors and geographies. I’ve read almost every book relating to B2B sales there is and been on more sales training courses/workshops than I care to remember.

Regardless of whatever my job title has been in the last 20 years, I’ve always been a hunter. I’ve never inherited a pipeline. I’ve always made a point of doing the same job my team does and have had a target over my head as a ‘player/manager’.

Why?

Because markets change. Buyers change. Tools change.

If I’m not keeping my hand in — learning new techniques, trying out new tech, experimenting with AI tools — then I’m coaching from memory (like many others), not the reality of today.

And honestly, there’s nothing worse than a sales leader who says, “Well, this is how I’ve always done it.”

I carry a target and I run my own outbound. I stay sharp because the best sales coaching I’ve received is from someone who still sells, not someone who used to sell. And I still do that today, as Commercial Director of a brilliant business called Smart About Health.

Read more about me

WHAT DOES ERC ACTUALLY DO?

Simple: sales coaching and mentoring for AEs and Sales Managers in B2B SaaS.

That includes:

    • Bi-weekly/Monthly 1:1 coaching tailored to your goals — Whether it’s qualifying or closing, fixing pipeline, or ongoing mentorship to help you sustainably perform at your best.

    • Bespoke AE/Leaders ramp or development programmes — Highly bespoke around you with a clear goal in mind, focused on long term sustainable results.

    • Support for founders or early-stage teams — You’re wearing the sales hat, but need help, and have no idea whether what you’re doing is good or bad.

It’s practical. It’s hands-on. And it’s built around your reality.

WHY WORK WITH ME?

There are loads of great sales coaches out there. There are much bigger companies doing this than me.

So, why would you choose to work with me over anyone else?

I’ve done the job right from the bottom and worked my way up without any handouts — and still do. I don’t coach from theory, I coach from experience.

No fluff. No nonsense. No off-the-shelf playbooks built for every client they work with. Just honest support that actually helps.

I adapt as the market does. Whether it’s AI tools, new tech, or shifting buyer behaviour — I stay ahead for my own role, so you can too.

And most importantly…

I care about how you sell and your success deeply. Your development, your career goals, your brand reputation and integrity. I don’t have a churning list of clients constantly. I want to work with people long term and help them win faster than they thought they ever could.

Sales should feel aligned — with your values, your style, and your long-term goals. And if we’re not aligned, that’s totally fine - We can’t all be the same, eh.

WHY ‘ETHICAL’?

Because sales doesn’t need more pressure. It needs more perspective.

Ethical means:

     • Telling the truth, even if it might cost you the deal.

    • Selling in a way that doesn’t feel forced, pushy, or with questionable tactics.

    • Being seen as a reputable advisor, not a salesperson trying to make a quick few quid.

SOUND ALIGNED?

If you’re tired of regurgitated frameworks and want coaching from someone who’s in your corner — not just commentating from the sidelines — let’s talk.

We’ll focus on what actually works for you, not what sounds nice on a webinar slide.

I look forward to welcoming you to the Circle.

(It’s so cheesy, but I love it.)

Ready to chat?

Still not sure? Heres what others have to say.

  • "From day one, he brought his deeply human leadership to the table in all of his interactions. His passion for ethical, differentiated sales was never just talk - it shaped the way we engaged with partners and supported clients. But what truly sets Si apart is how deeply he cares. About people. About purpose. About doing things the right way, even when it's not the easy way. That ripple effect continues far beyond his last day."

    Sean C - Colleague

  • "He is one of the main reason why I joined my current company. His energy, enthusiasm and passion is infectious. Having ADHD, he knew exactly how to get the best out of me, speaking to me in the right way at the right time. I cannot recommend Simon enough, he cares, he listens and knows how to push the right buttons to get the best out of someone like me as a sales person."

    Aiden S - Colleague

  • "He supported me and many others in the team as we developed new skills and made the process exciting and rewarding, regardless of the outcome. He has true talent in spotting strengths and putting them to best use, as well as supporting people as they try to improve. His caring and inclusive leadership style makes him ideally placed to develop positive working practices and company culture. This way of being extends beyond the team and to his clients and contacts. It has been a true pleasure and a privilege to learn from him."

    Thomas F - Colleague

  • "Simon helped me see the strengths that I had, and helped me move over into a more commercially focused role without fear; allowing me to operate in an environment of freedom and appropriate coaching so I could grow without feeling micromanaged. Mistakes were learning opportunities, successes were celebrated and recognised and the whole team recognised this. He listened to act rather than listening to speak, something I have found rare in management and leadership."

    Dale T - Colleague

  • "Working with Simon has been one of the highlights of my career. He is not just an exceptional sales and commercial leader but a genuinely brilliant human being. From day one, he brings incredible energy, emotional intelligence, and authenticity to everything he does. What sets Simon apart is his ability to really see people, to understand what makes them tick and how to get the very best out of them. His ability to tailor his support and coaching to individuals, is something I’ve never experienced before in a manager."

    Cillian D - Colleague

  • "He doesn't go easy on me when we play football."

    Noah, age 6 - Son

GET IN TOUCH

Fill out some info and I’ll be in touch in the next 2-4 working days.

We’ll start with a discovery call to dive into what’s on your mind, and we’ll see if there’s a natural fit to work together.