John Keogh

John Keogh’s sales journey started at age 12, negotiating a weekly football travel deal with his mum – unknowingly laying the foundations for a lifelong fascination with the psychology of sales, negotiation, and value creation. A few years later, working in the family’s marketing and promotions business, he made his first sale from a cold call and earned a £60 commission. From that moment, he knew sales would shape his life and career.

Now with over 40 years of experience across multiple sectors and leadership roles, John brings a unique blend of insight, structure and hands-on support to every business he works with. His career highlights include:

Shopping Centre Manager at Birkby PLC, where he won the inaugural national achievement award after delivering an 18% increase in annual profit

Sales & Marketing Director at Jini Global PLC, preparing the business for international expansion and investment

Regional & National Account Manager at Stanley Security (Stanley Black & Decker), qualifying 8 years running for the 100% Club and earning a place at the President’s Club in the Bahamas as one of the top 3% global performers

Sales Executive at BT Phone Book, closing a £16k deal in just six weeks – over 25x the average sale

Regional Director at Firestarter Business Solutions, launching and leading a new region in Scotland while delivering scalable sales strategies, sales training, and sales coaching to SMEs and national clients

Today, John works with businesses of all sizes as a fractional sales director and part time sales director, providing flexible, embedded fractional sales support that helps business owners clarify objectives, improve performance, and build long-term sales success.

He believes in working with businesses that align with strong values – where authenticity, purpose and mutual accountability lead the way. John’s approach combines structured thinking with practical execution, always focused on driving commercial results while supporting leadership teams with strategic clarity and confidence.

Through a mix of sales mentoring, planning discipline, and routine rhythm, John helps organisations instil a culture of high performance. He knows success happens when great people work together, and his focus is always on creating space for individuals and teams to thrive – not just in sales figures, but in mindset, culture and shared achievement.