About Us

Why Exceed?

The decision as to who to Choose to Transform or unlock the Sales potential in your organisation comes down to really only one thing – Return on Investment – something that few training companies focus on.

We are in the enviable position of contuinuing to work with some of the worlds technology leaders. We can prove through examples, testimonials and case studies that the short and long term result of investing in a training programme with Exceed International not only pays for itself quickly, but that it creates a permanent shift in sales approach and therefore a permanent increase in Sales results over the long term.

Key to Exceed's success with our clients over the last twenty five years continues to be a result of providing the the following:


We teach effective real-world training solutions that take good sales people and turn them in to world-class performers. The training is written and delivered by people with substantial sales success who have decades of front line experience.

Training programmes are not off the shelf, one size fits all but custom built to exactly fit your business. They include a wide array of tools including the sales Academy, E-Learning modules and one-on-on mentoring.


Helping to measure, monitor and communicate this success throughout your organisation.

This is not an empty promise – we have done this, we are currently doing this and we continue to do this in the future to underline our commitment to you to ensure maximum ROI.


We drive real change and help companies to sell on value and not on price or discounts.

This is key to the ROI model by which driving higher margin business and developing longer term relationships with customers provides more opportunities and easier extension business.


Helping to build the value propositions or refine them so they are clearly ROI focused.

Clients start to see your organisation as a solution and opportunity driver rather than just another supplier.


Coaching Managers on a day by day basis.

Again transforming sales attitudes from the roots up maintains momentum and ensures continuous success beyond the training sessions for everyone involved in the sales process.


Educating you to recognising
that skilled people perform better than those who are not can be a fundemental shift in itsself.

The top producing Sales people are made, not born – Education, training focus and the right tools ensure long term success for both sales person and organisation. With less churn the impact of developing a long term cohesive team becomes less costly and allows Sales Managers and Directors to focus on delivering revenue.

Meet the Team

Every member of the Exceed team has at least 15 years front line sales experience as Account Managers; Sale Managers, Sales & Marketing Directors or at MD level.

Sue Aspinall

Sue is a founding member of the Exceed Team and has been active in designing and implementing the Exceed Contribution Selling Methodology programmes for the past 15 years.

Prior to this, Sue was Sales Director of Esprit Ltd, an international Sales Consultancy in Buckinghamshire. She has 15 years experience as a Sales Account Manage and Sales Manager with DEC and SUN and received the prestigious DECATHLON sales award on three occasions. Sue’s last role at Digital was as the International Account Director for British Aerospace managing a team of 25 sales and pre-sales personnel. At SUN Microsystems, Sue was the Northern Regional Sales Manager.

Stuart Lanyon

Stuart’s career in IT has spanned 15 years with Hewlett-Packard, IBM and latterly Silicon Graphics (SGI).
Throughout that time he has held Sales, Sales Management, Sales Director and Managing Director positions, both within the UK and internationally.

Having graduated from the HP Sales School, run by Exceed, Stuart then engaged the company again at SGI to help drive the shift from a product focused sales approach to a true ‘Contribution’ methodology, which in turn was rolled out through EMEA.
Having recognised the business benefits delivered through this process, Stuart became actively involved in Exceed as Co-owner and Director to help other organisations derive similar benefits.
He believes his experience as student and client of Exceed’s before becoming involved in the business gives him a unique insight and empathy to ensuring transformation success.

Jim Irving

Jim Irving has worked in the IT marketplace for nearly 30 years.
He has worked with major blue-chip technology suppliers such as DEC, Wang, Sequent, Amdahl, SGI and Information Builders.

Jim has helped and supported organisations like GE, Royal Bank of Scotland, BT, Tui, CORUS, The WM Company, Interbrew, General Accident, BP, Marathon Oil, Co-op Bank and RSA.
His career was initially sales-focussed but over time he moved to marketing management and then broader and increasingly senior general management roles.

His penultimate corporate role was managing a $200m EMEA-wide business operation and he then became the UK Managing Director for one of the world’s largest Business Intelligence vendors.

Phil Ormesher

Phil joined Exceed in March 2002.
Before joining Exceed, Phil spent 35 years in the IT industry, mainly with ICL.

He started his career in sales support, spent several years in direct sales, including sales management, and then moved to a senior management role in marketing and business strategy design and management.

John Mason

John has over 30 years experience in the IT industry, during the last 15 years he focussed on education, skills development and learning for the direct, services and channel sales organisations within HP.

Within these organisations he project managed the rollout of complex cross Business Unit programs within the EMEA organisation. John also has many years sales experience selling education solutions to HP’s corporate clients as well as a diploma in marketing from the Marlow institute.

Bob Jefferson

Bob has more than 20 years of experience in the technology marketplace, having performed within sales, pre-sales, and sales consultancy roles driving sales campaigns and marketing initiatives. Working with both channel and end-user customers, Bob has delivered account management, sales support, and strategic sales planning.

He has extensive experience working with analysts, consultants, and ROI/TCO tool vendors, Spent nine years with Compaq and HP focused on business value consulting and deal desk support. Delivered integrated value propositions and financial justification in both a sales consulting and training capacity.

Dave Russell

Dave Russell has worked in high value sales and marketing roles for over twenty-five years, primarily with HP on high end BCS, BladeSystem and NonStop servers. He has designed and run sales training programs for HP and HP partners on high impact value propositions, particularly around the use of the Alinean ROI/TCO analysis tools.

He joined Exceed in July 2009 to provide BCS, ISS and BladeSystem capabilities within the Exceed-Alinean ROI Centre of Expertise. During 2009 he developed the BCS content for a UK-specific HP-Exceed BCS Sales Academy for HP BCS channel partners.

Bill Stephenson

Bill has 20 years’ experience in Enterprise Accounts sales and sales management at global IT companies including Unisys and DEC.

He also has 10 years’ experience in salesforce development at national, regional and global levels with DEC, Compaq and Hewlett-Packard, with in-depth experience in implementing consultative selling skills programmes and salesforce certification.

Bill is a formally trained and accredited coach with the International Coach Federation.

Nicholas Kirstensen

12 years sales experience working in the IT industry with Scandinavian Partners as key account and sales manager primarily focused at enterprise level. 3 years experience as a full time sales instructor/coach delivering sales training and business development to medium and large companies in and outside the IT industry.

Claus Andreasen

16 years sales experience as sales specialist, new business account manager and sales manager with Compaq/HP.

Since 2007 Claus has been working as a full time instructor and business consultant performing sales training for HP’s reseller & distribution community.

Carstern Hoelstad

15 years IT sales experience working Compaq, HP and EMC as Sales Specialist, Account manager, Key account manager, Sales Director, Business Development Manager, CEO and founder of 2 companies performing Sales Knowledge and Skill Development.

Erich Glazier

Erich has over 20 years experience in sales and senior sales roles both within HP and IBM.

He has also been delivering sales coaching and sales strategy workshops for over 10 years.

Andy Hahner

Andy is ex Sales Director with Bell Microsystems and prior to this was senior Account Director with IBM.

Since 2008 he has worked with Exceed in delivering Sales Academy "type" programmes to Bell Micro"s key partners in Germany.

Bernard Corvalis

Bernard is French-Canadian and delivers senior sales management and account management programmes to IT and non IT companies across the world.

He has 20 years experience having worked for Digital, IBM and a short time with HP.

Guillermo & Juan Pedro

Guillermo and Juan Pedro are ex-HP and have over 12 years sales experience each. They work as business partners in Spain through Pleides who have been an Exceed accredited consultancy for 3 years.

Pleides works closely with HP SpaBoth.

Failed loading D:\ioncube\ioncube_loader_win_5.2.dll