About Creating Sustainable Sales Growth

Sustainable growth requires fit for purpose sales processes. This workshop is aimed at Tees Valley businesses looking to achieve just that.

About this event

Delivered through the Grow Tees Valley programme, this workshop is aimed at small and medium sized businesses looking to grow. Growing means winning new customers and making the most of the customers you already have. Efficient and effective lead generation and conversion processes can really help. We will take you through the theory but more importantly first hand experience of growing through improving sales processes.



9.00 – arrival, coffee

9.10 – welcome and introductions (Dawn Musgrave, ed/ge)

• background to Grow Tees Valley

• opportunity for everyone to introduce themselves, giving us an idea of the types of businesses in the room

9.20 – basic principles of sales (Jessica Williams, Just Williams Sales Academy)

• sales versus marketing

• sales as a science, not an artform

• why process matters

• differing approaches for retaining current business, upselling current customers and bringing in new customers

10.00 – break

10.15 – steps to build a professional sales approach (Jessica)

• understanding customer segmentation

• creating a sales strategy

• processes required

• testing, measuring, learning about what works and what doesn’t

10.55 – case study – how I grew my business through building a sales process

11.20 – what’s next – support available through Grow Tees Valley (Suhail Aslam, Teesside University)

11.30 – Q&A and discussion (Dawn)

12.00 – close


About the speakers

Jessica Williams launched Just Williams in 2015 to provide a solution to the age old issues of hiring, training, managing and retaining sales professionals. Sales professionals come at a great cost to a small business yet to drive growth and enter the next phase, increasing sales, developing sales processes, structures and overall foundations, it is an essential one. Just Williams offer sales solutions and sales and marketing solutions over 12 month terms to help you increase your brand profile, manage your sales process and facilitate key introductions into your ideal markets. They help you launch and manage your CRM, Social Media, Newsletters, Case Studies, Membership profile and use a wide range of associates and networks to get you in front of key decision makers.

In 2019 Jessica launched the Just Williams Sales Academy as a sub brand of Just Williams. In 2021 The Just Williams Sales Academy was officially launched as an online Sales Training Academy, endorsed by the Institute of Sales Professionals. They aim to train over 50,000 learners in the next five years on a national and international basis. (

Suhail Aslam is the Grow Tees Valley Programme Manager at Teesside University. Grow Tees Valley is a part-funded service available to growth-oriented Tees Valley businesses employing fewer than 250 staff with an annual turnover no greater than €50m per annum. The Grow Tees Valley project is receiving up to £3.238m of funding from the England European Regional Development Fund (ERDF) as part of the European Structural and Investment Funds Growth Programme 2014-2020. (

Dawn Musgrave is Head of Engagement at North East based innovation and business growth specialists ed/ge. The company was formed in 2015 to bring innovative thinking to business growth issues, particularly around new product development and raising finance. ed/ge has worked with hundreds of small businesses to help them develop new ideas, reach new markets and secure the finance and support they need to grow. (

Event Overview

Event Organiser:

ed/ge, working with Teesside University

Event Dates:

Friday 4th March 2022

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