Sales Coach Hub

Andrew Wilcock

Process-driven B2B sales coaching for growing commercial teams

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About

Andrew Wilcock is the founder of Lean4Sales and has spent two decades helping organisations improve sales performance through practical process design. His approach combines Lean thinking with real-world commercial coaching so teams can reduce waste, improve conversion, and build more predictable revenue outcomes.

Topics to discuss with AI Andrew

Where your pipeline is leaking across Plan, Find, Win, Deliver, Keep Using BANT-F to stop wasting time on poor-fit leads Improving close rates with a sales methodology that fits the way you work Designing handovers so delivery matches what sales promised Building retention and referral rhythm with simple NPS routines

Specialties

  • Sales process design using the Plan, Find, Win, Deliver, Keep model
  • B2B lead qualification with BANT-F and CRM discipline
  • Research backed discovery and conversion coaching
  • Customer retention systems using feedback and NPS loops

Trusted By

  • Sales & Business Development teams (2-15 people)
  • Founder-led B2B commercial teams
  • Teams modernising legacy or inconsistent sales processes

Andrew’s core philosophy is simple: sales should not rely on luck, personality, or last-minute heroics. It should operate as a clear system that aligns sales and marketing activity with how customers actually buy.

His Sales Phase Approach breaks the full commercial journey into five connected stages (Plan, Find, Win, Deliver, Keep), helping teams identify where opportunities are being lost and what to fix first. Each phase needs different sales scenarios to practise:

Find

  • How to get an appointment
  • Qualifying a suspect (using BANT-F)

Win

  • Learning more about the client and gaining trust (Discovery)
  • Chasing up the enquiry
  • Helping the customer make a decision (Closing)

Deliver

  • Helping the client improve their business (Upselling & Cross-selling)
  • Helping the client realise your value (Customer Success)

Keep

  • Helping the client become your ambassador

This page is part of the Sales Coach Hub initiative: a shareable coach asset where prospects can evaluate fit before a call. AI Andrew can help you diagnose process bottlenecks, pressure-test your current approach, and decide the most practical next step for your team.

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