SDR Coaching That Actually Works
No fluff. No frameworks you'll never use.
Just the systems that book meetings, pass AE qualification, and hit quota.
Does This Sound Familiar?
You're making 100+ dials a day but booking 2 meetings a week.
(And your manager keeps saying 'just do more activity.')
Your cold calls sound scripted.
Because they are. And prospects can tell in the first 5 seconds.
AEs keep rejecting your 'qualified' meetings.
Just because they're interested doesn't mean they're qualified.
You're either ghosting prospects or feeling like a pest.
There's no middle ground between 2 follow-ups and 12.
You hit quota some months. Miss by miles others.
And you have no idea why either happens.
You're working harder than ever and getting nowhere.
Here's the truth: You don't need to work harder.
You need a system.
That's where I help.
Are You An SDR Or A Manager?
I Wanted to Be a Butcher. I Got Fired.
I was in my mid-20s and hadn't found my "thing". I was working front line services jobs and not sure what to do with myself.
I'd liked the idea of being a butcher. Turns out I wasn't any good!
So I got the sack (got the chop?) and found myself in my first call centre sales role because, well, what else was I going to do?
Turns out I was decent at it. Really decent.
I became a top performer, then a mentor, then helped train entire academy classes of new starters. Moved into B2B—worked my way from rep to senior to team leader.
When COVID hit, I threw myself into LinkedIn and soaked up everything I could about SaaS. Built an outbound team from scratch at an insurance company. Then shifted to an SDR role to actually learn the industry from the inside (rather than just managing from the outside).
Broke records. Made President's Club in my first year.
Then scaled an inbound team into a full multichannel operation:
The gap between struggling and crushing quota isn't talent. It's systems.
Here's what I learned:
The gap between struggling and crushing quota isn't talent. It's systems.
Most SDRs fail because they're working hard on the wrong things. Spray-and-pray prospecting. Robotic scripts. Random follow-up. No pipeline visibility until it's too late.
Most new managers fail because nobody taught them how to coach. They were great reps, so they got promoted—then spent 12 months figuring it out through painful trial and error. I was one of them.
I fix both problems.
I've spent 15 years building, testing, refining, and executing the systems that actually work. Not theory from someone who's never picked up a phone. Real frameworks from someone who's done the job, led the teams, and delivered the results.
Now I'm taking those systems and making them available 1-on-1.
What I've Delivered
What My Clients Say
Real results from SDRs who transformed their performance
What's the biggest change you've seen since we started working together?
"I always come into a call with Chris feeling stressed about something in particular, which is almost always a job interview, and I always leave the call feeling very confident and at ease. That in itself is invaluable."
Sara
SDR
What specific results have you seen since we started working together?
"It has been great to use some new takes on my cold calls & get more comfortable with objection handling & creating relevance for prospects on my calls."
Josh
SDR
"The clarity Chris has provided me in terms of how I should approach management from support, training/enablement, and hiring has been so helpful. The advice and experiences he has bought to the table have made a significant difference to how I'll approach BDR management."
Matthew
BDR Manager
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40%
Avg. Meeting Increase
80%+
AE Acceptance Rate
90%
Deal Volume Growth
100%
Satisfaction Guarantee
If You're An SDR
I don't hand you answers. I help you build systems.
Most "coaching" reps get is just telling you what to do. My coaching is teaching you how to think.
We work on YOUR problems. YOUR deals. YOUR actual calls and emails. Not generic roleplay scenarios.
Let's be clear: You'll do the work—I'm not here to do it for you. But I'll guide you through every step, give you frameworks that work, and hold you accountable to implementation.
This isn't theory. It's tactical, practical, and proven.
If you want someone to just tell you you're doing great, I'm probably not your guy.
If you want someone to help you systematically get better at this job—let's talk.
If You're A Manager
I help you become the coach your team actually needs.
Most new managers spend 12-18 months figuring out leadership through painful trial and error. We compress that into 90 days.
You'll learn how to give feedback that lands, hold standards without micromanaging, and develop reps into top performers—without losing yourself in the process.
I've led sales teams for years. I've made the mistakes you're about to make (and a few you haven't thought of yet). I've coached new managers through the awkward first 90 days, the quota pressure, the difficult conversations, the moment when you realise performance isn't where it needs to be.
I'll help you navigate it without losing yourself or your team.
Just Got Promoted? Here's What Nobody Tells You.
You were a brilliant SDR. That's why they promoted you.
But being a great rep doesn't automatically make you a great manager.
Leading your former peers feels impossible.
Yesterday they were your drinking buddies. Today you're giving them feedback.
You're stuck between your team and your boss.
Your reps complain about targets. Your VP asks why the numbers aren't higher.
Nobody taught you how to actually coach.
You know what good looks like. You have no idea how to get someone else there.
You're either too soft or too harsh.
Hold standards = people hate you. Don't hold standards = nothing changes.
You hit your number as a rep. Your team is missing.
And you're starting to wonder if you're cut out for this.
There's a better way.
I've led sales teams for years. I've made the mistakes you're about to make (and a few you haven't thought of yet). I've coached new managers through the awkward first 90 days, the quota pressure, the difficult conversations, the moment when you realise performance isn't where it needs to be.
I'll help you navigate it without losing yourself or your team.
True Coaching Doesn't
Hand You Answers
It helps you uncover your potential
Most SDRs burn out within 18 months. Most new managers struggle in their first year because they were never taught how to coach, so they figure it out as they go. Their team suffers. They doubt themselves. Some quit. Some get fired.
The SDR Forge changes that.
Not just with motivation. Not with abstract frameworks you'll never use.
With systems.
You can keep guessing.
Or you can learn what actually works.
How We Work Together
Choose the coaching format that fits your goals and timeline
The Problem Sprint
Three sessions over 5-6 weeks to fix one specific problem and make sure it sticks.
For SDRs:
Pick one problem—cold calling anxiety, low conversion, objection handling, whatever's blocking you right now.
For Managers:
Pick one challenge—giving difficult feedback, coaching a struggling rep, managing a toxic performer, or building your first coaching framework.
How It Works
Session 1 (Week 1):
Deep dive session. We diagnose the problem, identify the root cause, and build your action plan with tactics you can implement immediately.
Weeks 2-4:
You go away and actually do the work.
Session 2 (Week 2 or 3):
Follow-up session. How's the work been going? What impact are you seeing? We refine and adjust based on real results.
Weeks 4-5:
Continue implementation and integration.
Session 3 (Week 5 or 6):
Final accountability session. How has it stuck? We review habits, patterns, and what's changed.
Perfect For
Zero-risk guarantee
If after Session 1 you don't think this will move the needle, I'll refund you in full. No questions asked.
Single Session
A 50-minute coaching session. No specific problem focus—just bring whatever you're working on.
Session Bundles
Want consistency without a monthly commitment? Grab a bundle.
5-Session Bundle
Short-term focused work over 8 weeks
10-Session Bundle
Deep transformation over 12 weeks with the best per-session rate
Important: Sessions must be booked within 12 weeks of purchase.
Monthly Subscription
Four 30-minute sessions per month (weekly check-ins) + ongoing support between sessions.
Perfect for SDRs and managers who want continuous development with regular accountability.
The Founding Member Programme
I'm looking for 20 founding members to build this practice with.
In Exchange For Being Early Believers:
Common Questions
What's the investment?
Problem Sprints start at £250. Regular sessions between £100-150. Bulk and monthly options available. The exact investment depends on your situation and what format makes sense for you. Book a discovery call and we'll figure out what fits.
How is this different from my manager's coaching?
Your manager has competing priorities—team numbers, managing up, other reps. I'm 100% focused on YOUR development. And there's no performance review attached to our conversations—you can be honest about struggles and gaps without career implications.
I'm already a top performer. Why would I need coaching?
Top performers often plateau because they're unaware of their unconscious habits. Elite athletes have coaches—why shouldn't elite SDRs? Whether it's breaking into the next tier, transitioning to management, or sustaining performance without burnout, coaching helps you go from great to exceptional.
What if I'm struggling and feel like I'm failing?
Yes. Most SDRs struggle at some point—cold calling anxiety, objection handling, imposter syndrome, or just feeling stuck. The difference between those who break through and those who burn out? Having someone who knows the way forward.
How quickly will I see results?
Some clients see improvements after their first session—a mindset shift, a new approach that lands better, increased confidence. But real, sustainable transformation takes consistency. That's why the 10-session bundle is recommended—it gives us time to build systems, not just apply quick fixes.
What happens between sessions?
You implement what we discuss. With the monthly subscription, you also get priority WhatsApp/email support for questions, challenges, or quick guidance. I'm not just there for the sessions—I'm in your corner throughout the week.
What if I don't know what I need help with?
That's normal. Start with a Problem Sprint or single session. We'll diagnose together. Often, what you think is the problem (e.g., 'I need better objection handling') is actually a symptom of something deeper (e.g., fear of rejection, lack of confidence, unclear value prop). That's what coaching uncovers.
Is this just for SDRs or can AEs/BDRs benefit too?
While I specialise in SDRs and new SDR managers, the frameworks apply to anyone in top-of-funnel roles (BDRs, MDRs, AEs with heavy prospecting). If you're responsible for outbound, pipeline generation, or leading people who are—we can work together.
What's the cancellation policy?
48-hour cancellation notice required. Life happens—I get it. Just let me know with enough time, and we'll reschedule without penalty.
Let's Forge YourSuccess Story
Stop wondering what's possible. Start building what's inevitable.
Begin with a Problem Sprint—zero risk, proven results, immediate impact.
Send a Message
Tell me about your challenges and goals
Direct Contact
First 20 clients lock in lifetime pricing across all packages. Once spots are filled, prices increase permanently.