Most sales problems aren't sales problems. They're a combination of leadership, process, and strategy problems. Let's find yours and fix them.

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Founded by Barry Aldridge, SOLD is built on over 25 years of real-world sales and leadership experience, driving growth across multiple sectors, building high-performing teams, and fixing what is often overlooked. Not theory or recycled frameworks. Just the things that move the dial.

The experience covers the full commercial spectrum. From building sales functions from scratch to rescuing underperforming teams, from defining strategy in the boardroom to coaching conversations on the floor. Across sectors, market conditions, and at every stage of business growth.

Scaling a business exposes everything. Gaps in leadership, inconsistency in process, dependency on individuals, and sales functions that were never built to grow. SOLD helps businesses build and develop sales teams that can scale with clarity, accountability, and commercial focus, without losing the culture and agility that made the business successful in the first place.

Results-Driven, on Demand Services

The reality is that a lot of sales problems are often symptoms.

A team that can't convert isn't always just a training problem — it might be a process problem, a leadership problem, a hiring problem, a sales strategy that hasn’t been bought in to by the team, a manager that simply isn’t getting the time to focus on the things that move the dial (or doesn’t know what to focus on) or a product / market problem wearing a sales mask. Getting to the actual cause is what separates a quick fix from a lasting one. That's where the work starts.

SOLD was founded because there's a gap in the market that shouldn't exist. Large businesses have access to senior commercial expertise as a matter of course. SMEs, where that expertise can have the most dramatic impact, are often left choosing between hiring a full-time leader they can't yet afford, or settling for generic consultancy that doesn't understand their business. SOLD sits in that gap deliberately. Senior expertise, day-rate flexibility, no corporate overhead, and no diluted delivery through junior teams.

Whether your team is underperforming, your strategy or process is undefined, your conversion is disappointing, or you simply need an experienced hand that can take the lead while you build, I work across the full spectrum of sales and commercial challenges. Every engagement starts with listening. Discovery and review. What are the numbers telling us? What’s the team telling us? Or not telling us? Where is the pipeline at? The answers shape everything that follows. Strategy and process design. Training and coaching. Interim leadership. Hiring and onboarding. I go where the problem actually is.

Sales isn't a cost centre. It's the engine of everything you're building. If it's not working the way it should, it's something that needs fixing.

That's what SOLD is here for.

Drop me a line with the contact form and let’s have a no obligation, initial discovery call to see how I can help.

  • A sales strategy that lives in a deck but not in the room isn't a strategy, it's a document. Whether you need an honest review of what's not working, a clear plan for aggressive growth, or a strategy built from scratch, the work starts with understanding your market, your team, and where the gaps actually are.

  • Sometimes you need senior commercial leadership now, not in three months when a hire goes through. Whether you've grown faster than you can recruit for, need cover at short notice, or simply need an experienced hand to take the wheel while you focus elsewhere, I can step in and run your sales function properly from day one.

  • My sales training isn’t off-the-shelf or recycled from the last client. Every programme is built around your product, your market, and the specific behaviours holding your team back. Whether it's a full team reset, targeted skills development, or ongoing coaching support for your leaders, what gets delivered is specific to your situation.

  • Sales people get promoted to leadership roles more often than any other discipline, and left to figure it out on their own more than any other discipline. The shift from owning a personal number to owning a team number is a significant one. I work with new and developing sales leaders on the mindset, skills, and habits that turn good salespeople into effective managers.

  • If your pipeline is inconsistent, your conversion is disappointing, or your team is working hard without the results to show for it, the problem is rarely where it first appears. A structured review across your sales and operational process will find the bottlenecks, the blind spots, and the friction points. Then we fix them.

Testimonials

  • Vanessa Vardell - Director of Operations - Big Roar Ltd

    “Every company has that one person who keeps a calm head whilst everyone else is running around stressed trying to figure things out, that’s Barry. The firefighter, problem solver, office ambassador, and genuinely one of the best people you could have in your corner. What makes Barry stand out, beyond his sharp-witted, dynamic, and approachable personality, is his ability to quickly identify what’s actually causing issues within a business and implement solutions that genuinely move things forward. Whether it’s sales performance, leadership, operations, team structure, process improvement, or conflict resolution, he naturally cuts through the noise and focuses on what will make the biggest impact. Commercially sharp, results-driven, and solutions focused, Barry has a real talent for transforming teams, improving performance, and bringing structure and direction to businesses. I’d recommend him in a heartbeat."

  • Jay Hudspith - Head of Sales - Tritility

    "I’ve had the pleasure of working alongside Barry and I can confidently say he’s an expert in his field. He brings a no-nonsense, results driven approach to everything he does. He’s also a fantastic ally to have on your side, reliable, sharp and deeply committed to success."

  • Chris Chan - Direct Sales Manager - Everflow Ltd

    "I’ve worked with Barry for 18 months and what an amazing journey it’s been. I joined Everflow starting up a brand-new team, and have to say without Barry’s leadership, organisational & training skills, and fountain of sales knowledge, we would be nowhere near as successful as we are today. Barry’s personable yet assertive direction allows those working under him to get the job done, but in their own unique way. It allowed me to things ‘my way’ but knowing I have expert guidance to help me down that path. I’ve also grown to learn so much about running a business, process and everything in between (including now being much more fluent in excel!). Thank you on a personal and professional level. I couldn’t recommend you more."

  • Gail Mawston - Client Solutions / Director - CCA Recruitment

    "I’ve had the pleasure of working with Barry and can honestly say he’s one of the strongest Heads of Sales I’ve come across. Straight-talking and results-driven, he gets the job done, but always with people at the centre. He’s brilliant at building and scaling teams strategically, while also supporting and developing existing talent to bring out their best every day. Equally strong at senior strategy and on -the-ground leadership, Barry creates a culture where people thrive and performance follows. A genuine asset to any business."

  • Gemma Alicia Long - Chartered FCIPD

    "I’ve had the pleasure of working with Barry and can confidently say he is a great leader. He consistently demonstrates strong decision making, clear communication and a calm, solutions-focused approach. Barry is supportive of his team while also holding high standards, which creates a positive and productive working environment. I would highly recommend him."

  • Abigail Kisby - Lead Product Manager - Everflow Ltd

    "Barry has a constant drive to make systems and processes around him better, to help improve the work lives of his colleagues. His commercial focus combined with his sense of humour and down-to-earth nature makes him a pleasure to work with."

Your Questions, Answered

How quickly can you begin a project?

Usually within days of an initial conversation. There's no lengthy onboarding process. We have a straightforward scoping discussion, agree on what good looks like, and get to work. As soon as there is availability in my diary I’ll get started.

Do you customize services for my industry?

Absolutely. While my work is proven across multiple sectors, each engagement is tailored to your market, product offering, customer profile, and internal capabilities.

How does the engagement model work?

I work on a day-rate basis, which means you get senior-level expertise without the commitment of a full-time hire. Engagements are scoped to what you actually need, whether that's a focused review over a few days, an ongoing coaching programme, or interim sales leadership over several months. No retainers you can't justify and no long contracts designed to protect the consultant more than the client.

We've tried sales training before and it didn't stick — why would this be different?

Because training without context rarely does stick. Most off-the-shelf programmes deliver content in a vacuum, disconnected from your product, your market, and the real behaviours holding your team back. SOLD starts with discovery, understanding what's actually happening before prescribing anything. What gets delivered is specific to your situation, not recycled from the last client.

Do you work anywhere in the UK?

Yes. While based in the East Midlands, I work with businesses across the UK. Most engagements involve a blend of on-site and remote working. The balance depends on what the business actually needs rather than a fixed model. For intensive early-stage work, discovery, or team-facing activity, being in the room matters. For ongoing coaching, strategy review, or advisory work, remote works perfectly well. Travel and any associated costs are agreed upfront, so there are no surprises.

Let's Talk

Ready to transform the way you operate? Reach out for a no obligation consultation and let’s see how I can help.