Sales Leadership Coaching

One-to-One Sales Leadership Coaching Program for Sales Managers & Executives

If you’re a sales manager or executive looking for more than generic leadership theory, my one-to-one sales leadership coaching program is for you.

I’m David Craig White, a British B2B sales trainer, coach and sales consultant with a background in leading commercial teams in high-pressure environments.

I run a 12-month sales leadership coaching program for a select number of managers and executives, helping you lead without burning out.

Don’t expect generic leadership theory and motivational fluff.

Expect an authentic, personal coaching experience that changes how you see yourself as a leader and supports you when the building is on fire.

Book a free consultation call today to see if we’re a good match.

“David is the best sales leadership coach I’ve come across.

He took me from zero leadership experience to someone running a high-performing team, coaching me through everything from people skills to recruitment and team motivation.”

Michael Rosetti – Head of Sales Development at Oceanio

Jump to a section:

• How Sales Leadership Coaching Works
• Who I Work With
• Benefits of Sales Leadership Coaching
• Success Stories
• Sales Leadership Coaching Program Cost
• Book a Free Consultation
• Frequently Asked Questions

How Sales Leadership Coaching Works

Sales leadership coaching is a personalised, one-to-one process built around regular sessions, real leadership situations and your individual goals.

Unlike training courses, sales leadership coaching focuses on real situations happening right now.

The focus is practical. No theory. Just clear, effective ways to deal with the situations managers face every day.

Coaching sessions are delivered via video call, and you’ll have access to me between sessions for ad-hoc questions and ongoing feedback.

My personal approach to sales leadership coaching follows a simple three-step structure designed to measure where you are, work on your priorities and evaluate your progress.

Step 1: The Leadership Benchmark

We start with your Leadership Benchmark, an honest look at where you are today as a leader, your strengths, your gaps and the goals you actually want to hit.

This gives us a clear starting point of where you are today, what we need to work on, and identifies what strong leadership genuinely looks like for you.

Most of the sales leaders I work with have a long list of topics they’d like to work on, but struggle to prioritise where to start.

We’ll prioritise that list together in your first session and build a clear roadmap of what your leadership development will look like in the coming months.

Step 2: The Coaching

Once your Leadership Benchmark is complete, 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 meet more regularly, and as we get into the swing of things, the sessions will naturally start to spread out.

What’s important is that you’ve had enough time to apply what we’ve discussed in the real world before your next session.

We’ll normally focus on one or two priority areas at a time to avoid taking on too much at once, whilst also leaving space to work through any ad-hoc scenarios and challenges that crop up.

Sometimes that’s a specific leadership skill. Other times, it’s confidence, decision-making, or a pattern that’s quietly holding you back.

In between sessions, you’ll have access to me via Slack or email for quick questions and advice when you need it, but also to share your progress.

Coaching can feel a little awkward and uncomfortable in the beginning, but once you’ve got a couple of sessions under your belt, you’ll start to feel at home.

Step 3: Evaluate & Adjust

Once we’ve had a few sessions, we’ll start to evaluate your progress at the start of every session.

We’ll look at what you tried, what happened, what worked and what didn’t, before deciding whether to continue working on these areas or move on to the next.

As you know by now, the role of a sales leader is dynamic with new challenges popping up daily and there never seems to be enough hours in the day.

My approach to sales leadership coaching isn’t about theory, checking boxes and sticking to a rigid timeline or program schedule.

Theory does not help when the building is on fire.

As we progress through the coaching program, we’ll revisit the leadership benchmark to evaluate your progress and re-prioritise when necessary.

Ready to learn more about sales leadership coaching?
Book a free consultation and let’s talk.

Who I Work With

The majority of my sales leadership coaching clients are ambitious new team leads, sales managers and senior executives who want to develop their leadership skills and progress their career.

They are commonly dealing with or looking to build the skills needed to handle challenges such as:

• Handling difficult employees
• Managing underperformance
• Giving honest feedback
• Motivating a sales team
• Dealing with conflict within a team
• Building confidence and authority
• Managing workload and pressure
• Making clear decisions
• Setting boundaries and expectations

Some leaders come to me already carrying the weight of the role, struggling with burnout and the toll leadership takes on their work-life balance.

Others are just getting started and already feeling overwhelmed by the demands and expectations of the role.

Whether you’re a newly promoted team lead or an experienced senior executive, my coaching is built around your seniority and the specific challenges that come with your role.

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 leadership 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 sales leadership coaching program isn’t for everybody.

This is not a motivational service.

It is not a quick fix or one-off intervention.

It requires honesty, commitment and the willingness to examine how you currently operate under pressure.

If you are looking for inspiration alone, this is not the right fit.

If you want practical development and behavioural change, it is.

If you’re looking for a more ad-hoc option with a couple of sessions a year, please contact me for pricing.

I only have the capacity to work with a small number of clients each year, which means I look for people genuinely ready to commit to the 12 month program.

The Benefits of Sales Leadership Coaching

Most leaders are promoted because they were good at their job.

Very few are given the support they need to lead people, manage conflict, and deal with pressure from both their team and senior leadership.

Coaching provides practical, confidential support to help you lead with confidence, handle difficult situations, and stay effective under pressure.

We’ll also be able to work on some of the more practical areas you deal with every day like time-management, motivating sales teams, forecasting and recruitment.

But my core objective as your coach is to change how you see yourself as a leader.

I don’t just want to know which parts of leadership you’re struggling with. I want to understand why they’re difficult for you specifically.

Maybe you struggle having difficult conversations with your team or other senior executives.

Or maybe you struggle with imposter sydrome and think you’ll be found out as a fraud soon enough.

Real change comes from finally dealing with what’s been quietly running the show and holding you back.

That’s why I don’t just coach the situation in front of me.

I work to understand what’s actually behind it, resulting in long-term chance rather than short-term motivation or confidence.

By the end of the program, you can expect to see one or more of the following:

• Confidence to handle difficult conversations without avoiding them
• Consistent delegation and clear accountability across your team
• The framework and skills for how to start coaching your team
• The ability to stay composed under pressure from above and below
• Sharper, faster decision-making when it actually counts
• A leadership identity that holds up under scrutiny, not just in calm moments
• A sustainable way of leading that doesn’t cost you your evenings and weekends

But more than anything, it’s about shaping your own identify as a sales leader and building the foundations for your career in leadership.

Ready to find out what’s really holding you back?
Book a free consultation and let’s talk.

Client Success Stories

“When I started working with David, I’d just been promoted to Head of SDR with no real leadership experience behind me. Twelve months of coaching later, I’d scaled my team from 2 to 5, built a structured way of working the whole team bought into, and kept attrition at 0%, against an industry average of 14 to 20%.

David doesn’t deal in theory. He works through what’s actually happening in your team, in real time, and coaches you through it. If you’re stepping into sales leadership for the first time, I can’t recommend him highly enough.”

James Loverdige – Director at NashTech

“David was my mentor and coach and helped me with everything from how to structure coaching sessions to how you can establish a company coaching culture.

He also helped me with my self-awareness and emotional intelligence and take ownership of my personal development.

I can truly recommend David to every organisation that wants to grow through motivated and skilled employees.”

Kenneth Ibsen – Sales Manager at Falcon.io (Brandwatch)

“David helped me transition from an account executive role into the Head of Sales Development.

I had zero leadership experience, but David coached and mentored me in all areas of sales leadership from people skills to how to motivate my team, to recruitment.

David is the best sales leadership coach I have come across and helped me develop in these areas like I would’ve never imagined possible.”

Michael Rosetti – Head of Sales Development at Ocean.io

“David helped shape me into the sales leader I am today. He is from an organizational and structural standpoint the best, bar none. Combine that with a lovely and hardworking personality and you have yourself a senior leader which will fit in at any company.”

Jeppe Jeppeson – Enterprise Sales Leader at Goodwings

Sales Leadership Coaching Program Cost

My sales leadership coaching program runs over 12 months and gives you exclusive, ongoing access to me when you need it most.

This isn’t a rigid program with one session per month for 12 months.

You’re investing in a personal coach to guide you through the challenges of everyday sales leadership, develop critical leadership skills, hold you accountable and push you out of your comfort zone.

Here’s what you’re getting:

Access to 20+ years of sales leadership experience

I bring over two decades of commercial leadership experience alongside formal training in behavioural psychology and coaching.

I have worked with senior leaders in high-pressure environments at companies including Barclays, Trustpilot, Siteimprove and many others.

My coaching is grounded in lived leadership experience, not academic theory.

You will be one of a select few clients with access to someone who has more than 20 years of hands-on sales leadership experience.

I’ve been the new sales manager thrown into the role with zero experience or training. I’ve succeeded, failed, burnt out and come back again.

Working with me will help you learn from all of the mistakes I made during my sales leadership career, so you don’t have to.

Bespoke coaching built around you

The biggest value of one-to-one sales leadership coaching is that you are getting a completely personal coaching experience.

Every session is shaped around your gaps, objectives and the leadership challenges you’re facing every day.

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 help and feedback on real situations as they happen

You can send me questions, templates or get help in real-time on burning issues that need handling.

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 leadership 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 leading, 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 career in sales leadership.

Total Program Investment: £9,500 per year
Program Duration: 12 months

Ready to Get Started?

Book a free consultation call and let’s make sure we’re a good match before making any decisions.

In the call we can talk about your objectives for the coaching and I can answer any questions you have about the program.

You can also use the contact form to submit any questions before booking.

Book a Free Consultation Call

Complete the form below to book your free consultation.

Frequently Asked Questions

Still Got Questions?

Book a free consultation or submit your questions using the form below.

Page last updated: 23 September 2026