Julian Roy, Senior Catalyst of Purposeful Leadership is an accomplished Sales Trainer, Coach, and Mentor with over 30 years of experience in the sales profession. Beginning his career as a salesperson, Julian steadily progressed through management and leadership roles before dedicating the last decade exclusively to empowering sales teams. His focus is on maximising individual and team earning potential while helping organisations gain a critical competitive edge and drive substantial return on investment. Julian’s deep-rooted expertise spans multiple industries including finance, IT, recruitment, fintech, and SaaS, making him an invaluable partner for businesses seeking to elevate their sales performance in highly competitive markets.

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Throughout his career, Julian has consistently delivered transformational results. He has successfully implemented renowned methodologies such as MEDDIC, Challenger, Miller Heiman, and Solution Selling to drive significant improvements in sales effectiveness and conversion rates. Key achievements include designing an award-winning induction programme that halved the time for new starters to close their first deals, creating quality assessment frameworks that enabled targeted skills gap interventions, and spearheading a strategic sales kick-off event spanning EMEA, APAC, USA, and LATAM regions. His initiatives have repeatedly resulted in reduced onboarding times, increased client retention, boosted revenue generation, and remarkable uplifts in team morale and performance.

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Julian’s approach is characterised by his ability to design and deliver highly customised training solutions that resonate with diverse sales teams and align seamlessly with broader business goals. His extensive experience includes building comprehensive sales playbooks, sales collateral libraries, and structured onboarding academies, all of which have significantly contributed to enhancing sales productivity and accelerating time to revenue. Furthermore, his interventions have helped organisations turn around underperforming teams, with over 80% of individuals on performance improvement plans eventually exceeding their targets under his guidance.

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Academically accomplished, Julian holds a Master of Business Administration (MBA) with distinction, further strengthening his strategic and commercial insights. His combination of hands-on sales leadership experience, rigorous academic foundation, and a relentless passion for developing people makes him a trusted advisor for companies aiming to foster high-performing sales cultures. Organisations partnering with Julian can expect a collaborative, results-oriented approach, underpinned by a genuine commitment to unlocking the full potential of every sales professional.

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