Who We Are

We are sales capability consultants and coaches specialising in delivering sustainable behavioural change in sales professionals and improving organisational results.

We value authenticity and Simplicity. Delivering results for our customers.  We do what we say we’ll do; we keep it simple and we do it very well.

What We Do

We work with organisations to change the behaviour and build skills in their sales people – sales reps, managers and leaders for the purpose of improving organisational results

How We Do It

In order for behaviour change to take place there needs to be a convergence of three critical elements.

Knowledge, Skills and Motivation.

We create this through our highly unique 4 phase process.

Phase 1:
Consult & Design

We consult with key stakeholders to work out what outcomes you want to get from your investment.

We want to know the challenges and the goals you want us to deliver against.

From this we determine the program content, tools and skills that will get you these results.

Phase 2:
Skills Training

We execute on the outcomes of phase 1.

Highly interactive workshops, led by a consummate coach using case studies, group/individual exercises where the emphasis is on improving results through building skills and sharing knowledge.

Phase 3:
Skills Application

 In this phase we run 2-3 short, punchy, 3-hour group workshops at 4-6 week intervals with the goal of applying the skills learned in the training phase and turn them into every day habits.

Phase 4:
Skills Coaching

The final phase moves from group interactions to 1-2-1 coaching sessions using telephone or web media to completely personalise the program to the individual participant.

Run at 4-6 week intervals these highly motivational coaching sessions last 40 minutes and leave the participant with a new set of skills and experience of how to apply them in their world.

Find Out About The Value We Add For Our Clients

Critical Elements are a trusted and respected brand in Microsoft Dynamics, they do what they say and they do it very well… I can confidently say that they contribute to our continued sales success and development of our sales people.
I’ve worked with Steve for 5 years and I absolutely acknowledge him as an authority on sales capability and an excellent coach.

Derek Flynn

Sales Director, Microsoft Dynamics

For the last 4 years I have closed 110% – 115% of my sales quota. Following the Critical Elements engagement this year I closed 130% and I can absolutely attribute the additional success to the Critical Elements sales coaching.

Patricia Pashazadeh

Head of Debt Capital Markets, Intralinks

If you want to be the best consistently then coaching has to be built into the DNA of your sales organisation through the leadership of the management team. Critical Elements has provided the frameworks and guidance to start this journey. I’ve been lucky to work with and be coached by Steve over the last 4 years; without doubt this has made me a far more effective coach and leader.

Charles Senabulya

UK Sales Director, SAS

Our sales professionals are far more effective relationship managers following the Critical Elements engagement

Andrew Cunis

Head of Sales and Distribution, AXA Insurance Art Division

Critical Elements are the consultancy we go to when looking to develop our new and experienced sales talent… a robust, no nonsense approach that always challenges your thinking on sales and sales management… what they do just works

Andy Savage

National Fleet Sales Manager, Vauxhall Motors

I was delighted to use Steve and Critical Elements for the sales training at Broker Network.
Having used Steve before, I’ve found his direct, no-nonsense and realistic approach is really appreciated by members of the sales team who engage quickly with the programme principles of self-reflection and continual improvement. Steve is not only knowledgeable, with a wealth of experience but the team are already seeing him as a trusted mentor.
However, the key to the sales training is the unique ongoing application and coaching sessions. This continual practice and reinforcement of behavioural change are the key to future success in terms of improved business performance.

Ian Wainwright

Sales Director, Broker Network

Critical Elements are a Microsoft Globally Approved Vendor and this is how we were first introduced to them as we are a Microsoft Global SI.

It’s vital to our sales process that we really understand our customer’s business and after the initial exposure to their methods, I was impressed enough with Critical Elements to engage directly with them to help us develop advanced consultancy skills in our sales and presales team.

Our sales people are highly professional and competent, so the first challenge the Critical Elements Coach had was one of credibility. He achieved this through an intelligent consultancy piece which resulted in a very engaging and relevant skills workshop, where everyone was bought in within a couple of hours. This engagement was a huge success and had an immediate and observable positive impact in terms of team and individual behaviours, which can make all the difference in complex sales situations.

Their process is quite different to anything I’ve seen before and whilst it’s a longer engagement it does deliver results!

Simon Drake

Senior Vice President - Sales, Marketing and Alliances, Hitachi Solutions Europe, Ltd- Business Solution Group

We recognised our Account Executives needed investment in the form of professional sales development and having interviewed several below par off the shelf propositions, we were referred to Critical Elements.

We had a good quality consultation, with Steve Gough resulting in a carefully planned programme and some honest feedback which has helped us work together to deliver a robust and consistent improvement in how our sales team performs.

The sessions have been planned, delivered and de-briefed resulting in better performance, our team recognised the investment we have made and increased sales. Personally, having watched Steve’s delivery in the sessions and how he engages with our sales team and I would have no hesitation in recommending him and Critical Elements to work with any business who has a desire and commitment to improve sales performance.

Steve Swift

Development Manager, McClarrons Insurance Ltd

Critical Elements have delivered two sales capability programs to our account executives in the last 2 years. The key difference with Critical Elements is that they are not sales training courses but skills development sessions tailored to individual’s and the business needs and then followed up with skills application sessions and 121 coaching sessions.

Every member of the team that has worked with Steve Gough of Critical Elements has improved both their new business and client retention performance and he has personally helped me become a better leader of the sales team. If you are in a client facing role and want to win more clients and retain your existing book then you need to invest in your people and Steve delivers the best return on investment I have come across in 20 years.

If insurers want to help their brokers win business then they need assist them with investing in the right training and Steve certainly delivers that.

Mike Shaw

Director, Wilby Limited - Chartered Insurance Broker

Get In Touch Today

critical elements’ programs are always on our client’s agenda.
We do what we say we’ll do. We keep things simple, and we do them well.
Contact us to see how critical elements can help your sales teams thrive.

Contact us