The Deal Didn’t Die. The Message Did.

Most sales teams don’t need more leads. They need to stop losing the ones they already have.

  • 60% of reps struggle to articulate ROI or value

  • Only 1 in 3 reps receive regular, impactful training

  • 87% of training provided, is forgotten within 30 days without reinforcement

  • Sales coaching improves win rates by up to 28%

This isn’t just a knowledge gap. It’s a repetition gap. A structure gap. An accountability gap. Guided Growth was built to fix all of them.

Hands-on coaching. Focused workshops. Sales frameworks and consistent feedback — delivered with the rhythm and accountability most teams struggle to make time for.

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Ross Nicholls, Founder & Coach

Ross Nicholls, Founder & Coach

Why Guided Growth

Guided Growth is led by a hands on sales leader with 10+ years of experience building and scaling high performing teams. At PropTech startup Goodlord, I helped take the company from launch to over 3,000 customers, supporting seven funding rounds and raising $67 million.

I’ve studied and applied a wide range of sales methodologies including The Challenger Sale, Sandler, MEDDIC, SPIN, SNAP, GAP Selling and the ValueSelling Framework — and know how to turn theory into repeatable results.

I started Guided Growth after seeing too many coaching firms deliver disconnected advice, one off workshops and little understanding of what’s really happening in the funnel, on calls or behind objections.

Guided Growth works differently. It blends coaching and strategy to help founders, sales leaders and teams connect the dots between messaging, pipeline and product direction, with a focus on structure, progress and clear accountability.

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Tom Gross, Former Head Of Sales At Goodlord

“Ross had a transformative impact on our team. We doubled our deal volume and now convert over 40% of leads. If you're looking to build a high performing, confident sales team that consistently delivers, speak to Guided Growth.”

Our Services

Sales coaching is just the start.
From messaging to strategy, you'll get structured, hands on support, delivered flexibly through a credit based system built to fit your needs. It all starts with a free consultation to understand what’s working, what’s not, and how Guided Growth can help.

  • Start with a focused sales audit to uncover where deals are dropping and why. From there, we work weekly to tighten conversations, reinforce what works, and build habits that stick. Every session ends with a clear follow-up plan — and those being coached are expected to show what they’ve learned in live calls.

  • Craft clear value propositions and ROI stories that speak directly to your buyers. We break messaging down by persona, pain point and market position so your team knows exactly what to say, when to say it and why it matters. Practical, tailored and built to drive confident conversations that convert.

  • From discovery scripts to email sequences and pipeline audits, get practical, high impact tools built around how your team actually sells. Whether it's refining your sales process, improving CRM setup, or sharpening core assets, Guided Growth gives you structure that drives clarity, consistency and real results.

  • Align your product, pricing and positioning with the right buyers, channels and timing. We work from real conversations, live feedback and tested messaging to shape a strategy grounded in traction — not guesswork. Build a clearer path to market with sharper focus and fewer wrong turns.