TUSTA · Hands-on sales consultancy

Build the team and systems to grow your sales.

We help business owners move beyond founder-led sales and help existing sales teams improve conversion, consistency and performance.

Practical consultancy, sales process development and hands-on implementation — bringing the right people, processes and accountability together.

Explore how we help Book a Sales Review Watch how we help Get a free business audit

David Angel · Founder of TUSTA · The Sales Angel

01Build sales beyond the founder.

02Improve and scale your existing team.

Practical work with businesses including

All Solar WorksSheffield RenewablesSolar Xpress

Client stories ↗

Two routes. One stronger sales operation.

Where does your business
need support?

You may still handle most sales yourself. You may already have a team and know there is more potential in the opportunities coming through. Start with the situation that sounds closest to yours.

01 / Founder sales support

Still the person who has to close the sale?

You know how to win business. But too much still depends on your conversations, your follow-up and your involvement. Hiring someone has not necessarily solved the problem, because the way you sell is still largely in your head.

We help turn what works into a sales process other people can follow, then support the training, hiring and handover needed to reduce that dependence.

Give your team a clear way to handle enquiries and sales conversations.
Define responsibilities and the support each person needs.
Build a practical plan for stepping back from day-to-day selling.

Explore founder sales support

Capture the way you sell. We examine your customer journey, the conversations that lead to a decision and the knowledge that currently sits with you.

Build a process someone else can use. Conversation frameworks, qualification questions, follow-up and clear next steps give your people a practical structure.

Prepare the handover. We clarify what can be delegated, what still needs your input and what information should accompany an escalation. Where hiring is appropriate, we help define the role before recruitment.

Develop confidence and visibility. Coaching, call reviews, roleplay and simple reporting help you understand when someone is ready to take more responsibility.

Discuss founder sales support ↗

02 / Sales team growth

Have a sales team, but know it could achieve more?

The leads are coming in and the team is busy, but appointments, follow-up and conversions vary from person to person. You want to understand what is holding performance back and what needs to change.

We help identify where opportunities are being lost, improve the process and develop the team’s ability to perform consistently.

Find the gaps between an enquiry and a completed sale.
Strengthen conversations, follow-up and customer confidence.
Give managers clearer numbers and a practical coaching structure.

Explore sales team growth

Find the gaps. We review available sales data, pipeline stages and real conversations to understand where opportunities slow down or disappear.

Improve each stage. Appointment setting, attendance, discovery, proposals, objection handling and follow-up receive practical attention where it is needed.

Coach the team. Call reviews, roleplay and clear feedback help experienced people build on their strengths and address specific gaps.

Build a stronger management rhythm. Track useful measures, agree actions and review progress before adding more people or increasing lead volume.

Discuss sales team growth ↗

Fit both, or not sure where to start? We can work that out together during a Sales Review.

The whole sales journey

A clear process from first
enquiry to completed sale.

When sales depends on individual habits, it is difficult to know what to improve. We look at how the whole operation works, then help you strengthen the areas that matter most.

01Enquiry & qualification

02Booking & attendance

03Discovery & recommendation

04Follow-up & decision

05Handover & retention

The aim is a process your people can use, your managers can coach and your business can measure.

How we work

From understanding the problem
to putting changes into practice.

01 / REVIEW

Understand the sales operation

We review your goals, available numbers, customer journey and sales conversations. Together, we identify the priorities and agree how progress will be measured.

02 / BUILD

Build or improve the process

We develop the practical resources the business needs: conversation frameworks, follow-up, booking processes, CRM improvements, role expectations and a sales playbook.

03 / IMPLEMENT

Put it into practice

We coach the people doing the work through roleplay, real conversations and feedback. Where needed, we support role design, recruitment and onboarding within the agreed scope.

04 / REFINE

Measure, learn and improve

We review what is changing, where the team is getting stuck and what needs adjusting. Clear measures and agreed actions keep the work focused.

Book a Sales Review ↗

What we help put in place

Practical support across your sales operation.

The mix of support is agreed around your business, your team and your priorities.

What working together looks like

We agree the scope, responsibilities and measures before you begin. You bring access to the business, relevant data and time to apply the changes. We bring practical guidance, resource development and feedback on the work as it happens.

Meeting frequency, implementation responsibilities and support are set out in your proposal.

Sales strategy & customer journey

Clarify who you serve, how you explain your offer and what should happen at each stage of the buying journey.

Sales conversations & follow-up

Practical structures for appointment setting, discovery, recommendations, objections and agreed next steps.

Systems & visibility

Improve pipeline stages, booking, CRM use and reporting so opportunities have a clear owner and a next action.

Team development & accountability

Coaching, call reviews and roleplay, with clearer visibility for managers on performance and where support is needed.

Hiring & handover

Define the role before recruiting. Build expectations, selection and onboarding around the work the person will actually do.

Client stories

Different businesses.
Practical work on the sales process.

All Solar Works

Creating a sales process beyond the founder

The business depended heavily on the founder handling sales conversations. Our work focused on clearer discovery, objection handling and a defined process a team could use, supporting a more repeatable sales operation as the business grew.

Sheffield Renewables

Improving how enquiries become customers

With demand already coming in, the priority was improving conversion. Our work brought together appointment setting, preparation before surveys, discovery, objection handling and structured follow-up.

Solar Xpress

Developing consistency across an existing team

With an established sales operation, the focus was consistency between team members. The work centred on sales conversations, handling objections and reviewing performance so coaching could address the areas that needed attention.

Discuss your sales operation ↗Watch client testimonials ↗

Meet the founder

Practical sales consultancy with David Angel.

David Angel

Founder of TUSTA · The Sales Angel

I work with owners and sales teams to understand why opportunities are being missed and put a clearer way of selling in place. That means looking at the conversations, the process behind them and the support people need to do the work well.

My approach is practical. We work on your customer journey, your sales conversations and the situations your team faces, then turn that work into resources and habits the business can keep using.

Good selling helps customers understand their options and make a decision that fits. That principle runs through how we build your sales process and develop your team.

Your questions

Before we speak.

A clearer picture of who we help and how the consultancy works.

Who is TUSTA best suited to?

We work with established businesses that want to strengthen how they sell. You may be an owner still handling most sales, or a leader responsible for an existing team. The right starting point depends on your offer, opportunities, people and priorities.

Do we need a sales team already?

No. If sales still sits with you, we can help identify what needs to be documented, improved or delegated before a successful handover. Where hiring is appropriate, we can discuss the support needed.

What if we already have experienced salespeople?

We start by understanding what already works. Experienced teams can benefit from a clearer customer journey, better visibility, more consistent follow-up and targeted coaching. The work builds on their strengths and addresses specific gaps.

Will you help implement the changes?

Yes. Implementation support is part of how we work. Responsibilities are agreed in your proposal, including the resources we develop, the systems we help improve and the actions your team will own.

Can you work with our current CRM?

We review what you use and how it supports the sales process. Where it is suitable, the aim is to improve how it is used. Any recommended changes or additional technical work are discussed before they become part of the engagement.

Can you help us recruit?

Where recruitment is part of the agreed scope, we can support role definition, selection and onboarding. We also look at the process and management support a new salesperson will need to succeed.

How much does it cost?

The fee depends on the work required, the size of the team and the implementation involved. After understanding your business, we explain the recommended scope, price and payment terms so you can decide whether it fits.

What happens on the Sales Review?

We discuss your current sales operation, your goals and the main obstacles. We explore whether TUSTA can help and, where there is a fit, explain the next step. A detailed audit of calls, data or systems may form part of a subsequent engagement.

Your next step

Let’s identify what is
holding your sales back.

Whether you want to step back from day-to-day selling or improve an existing team, the starting point is understanding what needs to change.

Choose a time for your Sales Review with David below. We’ll discuss your goals, your current approach and the next step if there is a suitable fit.

When booking, use “Additional information” to share your company name and whether you want help with founder-led sales, an existing team, or both.

Your business & goalsYour sales challengesA clear next step