Fractional Sales Leadership & Sales Training to Accelerate B2B Growth
Partner with BW Grey for strategic sales leadership and practical training that empowers your team to win
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Let’s Talk About Your Growth Goals
About
BW GREY
BW Grey partners with B2B organizations to unlock sales potential through fractional leadership and targeted training. We combine decades of frontline sales experience with a player-coach mentality, delivering hands-on support and proven methodologies that drive sustainable growth.
Our approach is collaborative, practical, and tailored to your unique business challenges and culture.
How We Help
Fractional Sales Executive Services
Gain senior sales leadership on a flexible basis. We provide strategic direction, operational oversight, and hands-on execution to help your team navigate complexity, align around priorities, and accelerate revenue growth—without the cost of a full-time hire.
Sales Training & Coaching: The PSF Methodology
Train your sales team in BW Grey’s proprietary Prepare, Show Up, Follow Up (PSF) methodology—a practical, actionable framework that elevates every stage of the sales process:
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Prepare: We teach your team to research, plan, and anticipate before each client interaction. Preparation involves understanding your client’s world, revealing relevant insights, and creating the foundation for meaningful conversations that drive opportunity development.
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Show Up: We train your team to be fully present and engaged, actively listening, asking insightful questions, and demonstrating genuine curiosity. Showing up with intention and empathy fosters trust, reveals hidden needs, and positions your team as true partners.
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Follow Up: We instill a disciplined, value-driven follow-up process. Your team learns to cultivate relationships, reinforce value, and advance opportunities with thoughtful, consistent outreach, transforming every touchpoint into an opportunity for growth and strengthening loyalty.
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Our PSF training is hands-on and tailored. We assess your team’s current approach, set clear goals, and provide personalized feedback and practice. As a result, your team gains the confidence, skills, and mindset to turn every client interaction into a growth opportunity. Learn more in our LinkedIn article.
Whether you engage us for sales leadership services or training, we help your team do the right things, the right way. Our approach is more than checking boxes—it’s about aligning every action with your organization’s values and goals, so your team can move forward with clarity and confidence, even in uncertain times.
Who We Serve
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North American B2B startups or growth organizations (industry agnostic) selling high-value solutions to mid-market or enterprise customers
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Entrepreneurs, C-suites, and innovators who prioritize communication, transparency, and strengths-based, human-centric leadership
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Leaders and teams seeking impactful, fresh insights and assistance, whether they are underperforming and in need of recovery or overperforming and looking to capture momentum
Why Partner with BW Grey
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Player-Coach Leadership: We lead by example, combining strategic insight with hands-on execution
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Tailored Solutions: Every engagement is customized to fit your team’s unique needs and goals
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Proven Methodology: Our PSF framework simplifies complex sales and builds lasting client relationships
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Trusted Partner: Clients value our transparent communication, collaborative style, and commitment to their success
Who We Are - Seth and the Team
From a young age, libraries were my sanctuary—a place that fueled my curiosity and passion for discovery. This early love for stories and research led me to study philosophy and religion in college, where I developed a deep appreciation for critical thinking and exploring complex ideas. Today, I bring that same enthusiasm and rigor to helping businesses grow by creating compelling and practical plans grounded in insight and experience.
I began my career as a corporate transactional and securities attorney, thriving on the challenges of research and regulatory matters. However, I was drawn to the dynamic world of sales and business growth, where relationships and real-time problem-solving drive success. This shift led me to “retire” from law and immediately start BW Grey, a consulting firm that partners with B2B startups and growth-stage companies selling high-value solutions to mid-market and enterprise customers across North America. I complement this expertise as a certified executive coach, helping BW Grey clients and their teams clarify priorities, execute precisely and confidently, and unlock their full potential.
I specialize in fractional sales leadership and targeted sales training to accelerate growth. I combine decades of frontline sales experience with a player-coach mentality, providing strategic direction, operational oversight, and hands-on execution with flexibility. My proprietary Prepare, Show Up, Follow Up (PSF) methodology equips sales teams to research thoroughly, engage authentically, and follow up diligently, transforming every client interaction into an opportunity for growth.
What truly sets my approach apart is that while I get transactions done, I am not transactional. I focus on quick and sustainable results while building deep, trust-based relationships that foster loyalty and recurring revenue. I transform sales cultures into positive, supportive, driven, and successful environments where teams feel empowered to engage authentically and deliver meaningful value. This relationship-first mindset creates sustainable growth that goes far beyond one-off deals.
While consulting, I also pursue my interests as an entrepreneur. I have started and directed several companies that developed disruptive technologies in healthcare, logistics, optics, and securities trading. Examining the status quo in these fields, I identified a need, viewed it as an opportunity, and worked to create a solution. Recognizing opportunities and formulating plans to monetize them is a skill I have honed and enjoy sharing.
My work reflects my core values: a growth mindset that embraces continuous learning and resilience; compassionate integrity that centers on empathy and authenticity; purposeful engagement that focuses on clarity and impact; balanced connectedness that prioritizes strong, healthy relationships; and inclusive achievement that welcomes diverse voices and celebrates collective wins.
According to my CliftonStrengths profile, I am motivated by curiosity, high standards, and a passion for helping others grow, which enables me to cultivate high-performing sales teams. My DISC assessment reveals a warm, engaging, detail-oriented, and fact-driven behavioral style. I am reliable, efficient, approachable, and collaborative; I consistently hold myself and others accountable with kindness.
My default style of leadership is that of a coach. I empower others, foster trust, and create a safe environment for growth and constructive feedback. I set clear goals while allowing the freedom to find the best path forward, leading by example and celebrating every win, big or small.
Behind every successful BW Grey consulting engagement is a team of trusted colleagues and advisors—experts in leadership development, marketing, finance, and customer experience—who provide diverse perspectives and deep knowledge. Together, we deliver comprehensive, innovative solutions to achieve inclusive and sustainable growth.
Contact Us
Ready to Grow Your Sales Team?
Let’s discuss how BW Grey can help you lead, train, and win.