One-to-One Sales Coaching Program for Salespeople and Founders
If you’re an experienced B2B sales professional looking for something more than just sales training, my personal 1:1 sales coaching is for you.
I’m David Craig White, a British B2B sales coach with more than 20 years hands-on experience helping salespeople get better.
I run a 12-month B2B sales coaching program for a small number of clients each year, helping you improve your sales performance with clarity and confidence.
Don’t expect generic advice, role plays and motivational fluff.
Expect an authentic, personal coaching experience that changes how you sell and how you see yourself as a salesperson.
Book your free 30-minute consultation call today to see if we’re a good match.
“David is the BEST Sales Coach I have ever come across. He can identify precise areas of improvement and emboldens sales reps to reach beyond comfort zones. I cannot recommend David highly enough.”
Graham Hillgren – Account Executive at Trustpilot
Jump to a section:
- How Sales Coaching Works
- Who I Work With
- Benefits of Sales Coaching
- Success Stories
- Sales Coaching Program Cost
- Book a Free Consultation
- Frequently Asked Questions
How Sales Coaching Works
Sales coaching is a personalised, one-to-one process built around regular sessions, real sales situations and your individual goals.
Coaching sessions are delivered via video call, and you’ll also be able to reach me between sessions via Slack or email for questions and ongoing feedback.
My personal approach to sales coaching follows a simple three-step structure, so you always know where you are and what comes next.
Step 1: Assess & Benchmark
We start with an honest look at where you are today, your skills, your habits, your current results and the goals you actually want to hit.
This sets a clear benchmark, not just where you’re starting from, but what “better” genuinely looks like for you specifically.
Most people arrive with a long list of things they’d like to work on.
We’ll prioritise that list together and build a clear roadmap, so we’re always focused on what will move the needle most, rather than trying to tackle everything at once.
Step 2: Coach & Apply
Once we’ve completed the assessment and benchmarking in step one, we’ll move on to our regular coaching sessions.
You’ll have direct access to my client calendar to book your sessions, which typically last 60 to 90 minutes. That said, I like to keep a flexible approach to the duration and frequency of sessions.
At first, we’ll typically meet more regularly, and as we get into the swing of things, the sessions will naturally start to spread out.
We’ll focus on one or two priority areas at a time, working through them properly rather than skimming across ten different things at once.
Sometimes that’s a specific skill or sales process. Other times, it’s confidence, mindset, or a habit that’s quietly holding you back.
In between sessions, you’ll also be able to send me call recordings, cold call scripts or emails, which I’ll review and use to plan what we cover next.
You should expect to be challenged in every session. I’m here to help you improve, not to rub your back.
We’ll work through what’s really going on together, and you’ll leave with something practical to put into action.
Step 3: Evaluate & Adjust
At the start of each new session, we look at how the last focus area actually played out. What did you try, what happened, what worked and what didn’t.
This isn’t a box-ticking check in. It’s where we adjust the approach based on what real selling situations just showed us, rather than sticking rigidly to a plan that was made before we knew how you’d respond to it.
From there, we either sharpen what we’re working on or move to the next priority, depending on where you actually are, not where a fixed programme says you should be by now.
We also benchmark more formally partway through the year and again at the end, so you can see progress against where you started, not just a feeling that things are better.
Who I Work With
The majority of my sales coaching clients are experienced B2B salespeople who want to improve their sales performance and progress their careers.
My other clients include startup founders, small business owners, freelancers, consultants and entrepreneurs who want to get better at selling their own products and services.
Industry Experience
I’ve coached people from a wide range of B2B industries, including banking and financial services, SaaS and software, marketing technology, identity verification, IT consulting and software development, web design and SEO agencies, web hosting and others.
Locations Covered
My sales coaching program is available in English to people across most of Europe, South Africa and parts of the Middle East and North America:
- United Kingdom and Ireland
- Nordics: Sweden, Norway, Denmark, Finland
- DACH: Germany, Austria, Switzerland
- Benelux: Netherlands, Belgium, Luxembourg
- Southern Europe: Spain, Portugal, Italy
- Central & Eastern Europe: Poland, Czech Republic, Hungary
- Middle East: UAE, Saudi Arabia
- South Africa
- North America: Canada and East Coast US including New York, Boston and surrounding areas
All coaching is delivered over video calls, so wherever you’re based, it’s rarely a barrier to working together.
Who I Don’t Work With
My one-to-one sales coaching program isn’t for everybody. If you’re looking for a quick fix or a couple of sessions a year, I’m probably not the right fit.
I only have the capacity to work with a small number of one-to-one clients each year, which means I look for people genuinely ready to invest in a serious 12 month program.
The Benefits of Sales Coaching
My objective as your sales coach is to fundamentally change how you see yourself as a salesperson.
I don’t just want to know which areas of sales you want to work on. I want to understand why you struggle with them on a deeper level.
Maybe you struggle to pick up the phone and make cold calls.
Or maybe you handle the sales process fine, but fall to pieces when you have to deal with a senior stakeholder.
On the surface, these look like two different skills problems.
Dig deeper and the real cause is often found elsewhere.
That could be a bad experience from a previous role, a manager who knocked your confidence early in your career, or maybe even something that goes back as far as childhood.
Real change comes from finally dealing with what’s been silently running the show and holding you back for so long.
That’s why I don’t just coach the skill in front of me. I work to understand what’s actually behind it, resulting in a bolder, more confident approach to selling.
By the end of my sales coaching program, you can expect to see one or more of the following benefits:
- Increased confidence in your outbound sales approach
- Stronger discovery calls that filter out time wasters
- Greater control of your opportunities and the entire sales process
- Improved sales pipeline and forecasting accuracy
- Larger average deal sizes and higher win rates
- Faster personal development and career progression
But more than anything, it’s about building lasting confidence and behaviours, not short-term motivation that fades once the session ends.
Ready to find out what’s really holding you back?
Book a free consultation and let’s talk.
Client Success Stories
“I had the pleasure of working with David Craig White in a recent sales coaching session focused on demo coaching, and I can confidently say he’s one of the most effective and insightful sales coaches I’ve ever worked with.
David brings the rare combination of a deep individual contributor background, leadership experience, and a no-nonsense, high-impact coaching style. His feedback was specific, detailed, and actionable.
He helped me rethink everything from the structure of my demos to how I frame key product points. He even helped me identify the best closing questions to ask based on my product and industry.
What stood out most was David’s ability to quickly understand the nuances of my business and deliver feedback that was laser-focused and immediately useful. He reinforced what I was doing well, clearly called out areas for improvement without sugar-coating, and helped me focus on what would truly resonate with buyers.”
Brendan Jackson – Account Executive at Profound.ai
“David always ceases to amaze me. Without his help and professional assistance, I would not have been the top salesperson I am today.
He taught me to think out of the box and helped me understand the true value of how to succeed in B2B sales.
He helped me focus on my goals, encouraged me, and gave me full attention to the areas I needed work on. I would highly recommend David to anyone and any company.”
Firdes Fiona Rakipi – Account Executive at Trustpilot
“David did what nobody else including myself had accomplished during the time we worked together. I learned who I was,what makes me tick and what I really disliked.
After that, the communication with anybody else was easy. I understood why someone reacted in a certain way and why somebody else’s reaction was completely different.
The best part is that I understand why I react in the way I do. The fun part now is that I know how to react and deal with different characters etc and feeling so happy after a meeting and full off energy.
The big plus, my sales went up considerably and consistently and that is still the case.”
Frans Doldersum – Senior Account Manager at Siteimprove
Sales Coaching Program Cost
My sales coaching program runs over 12 months and gives you exclusive, ongoing access to me when you need it most.
Here’s what it includes:
Access to 20+ years of experience
You will be one of a select few clients with access to someone who has more than 20 years of hands-on experience in almost every area of B2B sales.
Whether you need help with cold calling, running discovery calls, overcoming objections, closing deals or managing your day, I’ve got you covered.
Bespoke coaching built around you
The biggest value of one-to-one sales coaching is that you are getting a completely personal coaching experience.
Every session is shaped around your goals, your deals and the challenges you’re facing right now.
Regular ongoing coaching sessions
You get private access to my client calendar to book your coaching sessions when it works for you with a flexible approach to the frequency of our sessions to accomodate your schedule and needs.
Ad-hoc support between sessions
Ongoing support between sessions via Slack and email, for real deals and situations as they happen
You can send me questions, call recordings, scripts or templates we can deal with in real-time or use for future sessions.
Coaching that goes beyond skills and techniques
As a certified Neuro-linguistic programming (NLP) Master Coach & Practitioner, I am trained in how to help you tap into your inner resources and break through the deep patterns and behaviours holding you back.
This is an advanced method of coaching which can help you work through personal challenges which often impact self-confidence and motivation.
A lasting foundation for your sales career
This program isn’t built to fix short-term confidence, motivation or performance issues.
Everything we work on, the confidence, the skills, the way you think about selling, is designed to stay with you long after the program ends.
You’re not just improving for right now. You’re building something that keeps paying off for the rest of your sales career.
Total Program Investment: £7,500 per year
Program Duration: 12 months
Ready to get started?
Book a free consultation call below and let’s make sure we’re a good match before making any decisions.
You can also use the contact form to submit any questions you have before booking.
Book a Free Consultation Call
Book a free consultation call below to learn more about my sales performance coaching today.
Frequently Asked Questions
Coaching sessions typically run 60 to 90 minutes, but I keep a flexible approach to both the duration and session frequency.
99% of my sales coaching is delivered via video or phone calls. Face to face coaching is available to my local clients in Denmark. I’m also happy to do face-to-face sessions in warm sunny locations if you’re paying for the flights and accomodation.
Sales training is typically delivered to teams, covering shared skills, processes and methodology. Sales coaching is one-to-one, built entirely around your individual goals, challenges and experience. If you’re looking for team training rather than personal coaching, my sales training for teams may be the better fit.
Most clients start to see real improvement after the first few sessions, often within a couple of months. This is a 12 month program built for lasting change, not a quick fix, but you shouldn’t have to wait long to notice a shift in confidence and approach.
Yes, all sessions are completely confidential and I can also sign an NDA with your company if required.
Yes, subject to availability I can offer special corporate coaching rates for companies interested in coaching for multiple individuals.
I offer a 10% discount for non-profit organisations subject to the sign up process not requiring endless procurement processes, forms and rigid payment terms.
Got more questions?
Page last updated: 21 September 2026