─── SALES FOR NON SALES
Your partners are brilliant at what they do.
Now build the commercial capability to match.
Structured sales capability advisory for professional services firms where the people who deliver the work are also responsible for winning it. Built by a practitioner with 35 years of experience across 22 countries. Tailored to your firm. Measured by your pipeline.
─── WHAT SALES FOR NON SALES IS
Structured commercial advisory
built around your firm.
Sales for Non Sales is a practitioner-led advisory engagement designed specifically for professional services firms where technical professionals carry commercial responsibility. It provides a structured framework for partners, directors, and senior associates who are expected to originate work, develop client relationships, and grow revenue alongside their core practice. Every session is built around your firm, your people, and your live pipeline.
This is an embedded advisory relationship, working alongside your team with your real opportunities, your real prospects, and your real commercial challenges. The programme brings 35 years of direct experience in building, scaling, and exiting businesses to the conversations that matter most: the ones where good professionals learn to become confident, consistent business developers. It operates at the intersection of commercial strategy and individual development, providing the structure, discipline, and external perspective that most firms are missing.
The outcome is a commercial operating rhythm that outlasts the programme itself. Pipeline architecture that gives your team a repeatable framework for developing opportunities. Conversion disciplines that improve the quality and pace of client conversations. Individual development plans that give each participant a clear path forward. And an accountability structure that turns ad hoc business development into a measurable, manageable discipline. Every engagement is designed to leave something permanent behind.
“Think of it as hiring a personal trainer who writes your programme, trains with you three times a week, and adjusts based on your progress. Most firms settle for a one-day fitness course at a hotel conference room. The results reflect the difference.”
Glenn Dobson CEO, Shrine London
─── WHAT WE COVER
Six disciplines.
One commercial framework.
Every engagement covers six interconnected areas of commercial capability. Some firms need depth across all six. Others need focused work on two or three. The programme is tailored to where your firm is today and where it needs to be, but the framework ensures nothing critical is missed.
01
Commercial Diagnostic
A full assessment of your firm’s current commercial capability. We map pipeline health, conversion patterns, client concentration risk, referral dependency, and individual business development activity across your team. The diagnostic identifies where the greatest opportunities sit, what is already working, and what needs to change first. It provides the baseline every subsequent session builds from.
02
Pipeline Architecture
Building the infrastructure your team needs to develop and manage business consistently. We design a pipeline framework specific to your firm’s sectors, services, and client types, with clear stages, qualification criteria, and a rhythm of review that keeps opportunities moving forward. Most professional services firms have no formal pipeline. We build one that fits the way your people actually work.
03
Conversion Framework
A structured approach to the conversations that turn prospects into clients. From initial meeting through proposal to engagement, we build a framework your team can follow that matches the way professional services relationships actually develop. The techniques are drawn from 35 years and 22 countries of real commercial experience, refined for the specific dynamics of advisory and service-led firms..
04
Deal Coaching
Live coaching on your team’s active opportunities. We work through real pipeline, reviewing specific prospects, preparing for specific meetings, and coaching on the conversations that move deals forward. This is where commercial development becomes practical. Participants bring their live situations to the table and leave with a clear plan for each one.
05
BD Playbook
A tailored business development playbook your team can use long after the programme ends. Sector-specific approaches, client development strategies, cross-selling frameworks, referral cultivation methods, and the practical tools your people need to win work consistently. The playbook is written for your firm, your sectors, and your team. It is designed to be used, not filed.
06
Accountability Structure
The discipline that makes the difference between a programme that produces lasting change and one that fades. Weekly pipeline reviews, individual activity tracking, progress against commercial targets, and a reporting rhythm that holds your team accountable to the outcomes they are responsible for. The structure is designed to embed itself into the way your firm operates, creating a commercial cadence that continues after the engagement ends.
─── W H A T M A K E S T H I S D I F F E R E N T
Others teach theory and frameworks.
We build your pipelines.
Most commercial training for professional services firms is generic, classroom-based, and delivered by people who have never personally built a pipeline or closed a deal at partner level. Sales for Non Sales is built on the opposite premise: that commercial development is a practice, and practices are learned through doing, not listening.
01
Built from experience, applied to yours
Every principle, framework, and technique comes from 35 years of building, scaling, and exiting businesses. This is advisory grounded in what actually works when you are sat across the table from someone who can say yes. The experience spans 22 countries, more than 60 transactions, and every stage from first conversation to completed deal. Theory is useful. Pattern recognition from decades of practice is what changes outcomes.
02
Tailored to your firm, your sectors, your pipeline
Every session is built around your people, your sectors, and your pipeline. We work with the opportunities and relationships you already have: your real clients, your real prospects, your real commercial challenges. The programme is designed around the specific dynamics of your firm, your market position, and the commercial capability of the individuals in the room. Everything is tailored. Everything is real.
03
Measured by pipeline, accountable to outcomes
Success is measured by opportunities identified, conversations started, proposals submitted, and revenue generated. If the pipeline moves, the programme is working. If it stalls, we adjust. Every engagement has a commercial scorecard that tracks the metrics that matter to your firm. The advisory is accountable to outcomes, and every session connects directly to the commercial results your team is working toward.
04
Delivered by a practitioner, sustained by a system
Your advisory is led by someone who has done this: built businesses, closed deals, advised on exits, and helped leadership teams develop the commercial capability their firms depend on. The difference between theory and practice is the difference between a training course and a career. But the value extends beyond the individual. Every engagement leaves behind frameworks, playbooks, and structures your firm can use independently.
─── THE PROGRAMMES
Four formats.
One standard.
Every engagement is structured, measurable, and built to leave something behind that lasts beyond the programme itself. The format depends on where your firm is and what it needs. Some firms want a focused sprint. Others want a comprehensive programme. A few want an ongoing advisory relationship. The standard is the same in every case: practitioner-led, pipeline-accountable, and tailored to your firm.
Sprint
6 Weeks
A focused commercial intervention for firms that need momentum fast. The Sprint begins with a full commercial diagnostic, followed by weekly 90-minute advisory sessions that work through your live pipeline, build foundational frameworks, and establish early accountability. It concludes with a post-programme action plan and a stakeholder debrief that sets out exactly what was covered, what changed, and what needs to happen next. The Sprint is designed to produce measurable pipeline movement within the engagement window.
Ideal for firms exploring the approach for the first time, addressing a specific commercial gap, or preparing a team for a growth phase.
Programme
12 Weeks
The full commercial development programme. Everything in the Sprint, plus the depth and duration to embed lasting change. The 12-week format allows time for a mid-programme review and recalibration, the development of a sector-specific BD playbook, individual coaching conversations alongside the group sessions, a senior stakeholder debrief, and a 90-day commercial plan that extends the work beyond the programme itself. Participants build real pipeline, refine their approach through repetition, and develop confidence in commercial conversations through sustained practice.
The recommended format for firms that are serious about building lasting commercial capability across their team.
Intensive
2 days
An immersive two-day engagement for leadership teams and senior partners. The Intensive compresses the commercial diagnostic, pipeline audit, conversion framework, and accountability design into a high-density format that delivers depth and pace in a concentrated window. It includes a full diagnostic and pipeline review, a tailored conversion framework workshop, action planning with individual ownership, and a 30-day follow-up session to review progress and adjust the plan.
Designed for senior teams who want to move fast, boards preparing for a growth phase, or firms that prefer depth over duration.
Retained Advisory
Ongoing · Minimum 3 months
Ongoing commercial advisory for firms that want sustained pipeline discipline and a permanent external perspective on their commercial development. Retained Advisory provides a monthly 90-minute strategy session covering pipeline review, deal coaching, and strategic commercial input, with direct WhatsApp access for live deal support between sessions and a quarterly strategic review that assesses progress, recalibrates targets, and identifies the next phase of development. This is commercial advisory as a standing function of your firm.
For firms that have completed a programme and want to maintain momentum, or for leadership teams that value ongoing access to a trusted commercial advisor.
─── WHO IT’S FOR
Built for service-led businesses
where professionals sell.
Sales for Non Sales is designed for firms where technical professionals carry commercial responsibility alongside their client work. These are firms where the people who deliver the service are also expected to originate it, develop it, and grow it. Partners, directors, senior associates, and practice leads who need a structured, practitioner-led approach to the commercial side of their role.
This is for you if:
- Your partners and directors carry commercial targets alongside client delivery
- Business development in your firm is relationship-dependent and largely unstructured
- You have invested in training before and seen little lasting change in commercial behaviour
- Cross-selling across practice areas happens by accident rather than by design
- Your junior professionals have talent and ambition but no structured path to commercial development
- You want a measurable commercial operating rhythm, built by someone who has done this
Law firms
From boutique practices to mid-tier and regional firms. Partners, senior associates, and practice leads who originate work and develop client relationships alongside their caseload. The programme addresses the specific commercial dynamics of legal services, including referral dependency, tender processes, client retention, and the cross-selling challenges that come with departmental structures.
Accountancy practices
Audit, tax, and advisory practices where fee-earners are expected to build and maintain client portfolios. The programme covers client development for recurring engagements, cross-selling across service lines, managing advisory relationships beyond compliance, and building a pipeline discipline that works within the rhythms of the accounting year.
Architecture and design
Directors, associates, and studio leads who win work through relationships, reputation, and competitive tenders. The programme builds a repeatable commercial process behind the relationship-driven approach that characterises the sector, with particular focus on pipeline visibility, proposal conversion, and client development beyond the current project.
Engineering consultancies
Technical professionals who are exceptional at delivery and ready to develop a structured framework for winning new work and growing client relationships. The programme addresses the challenge of moving from reactive, referral-based growth to proactive, pipeline-driven business development without compromising the technical credibility that defines the firm.
IFA and wealth management
Independent financial advisors and wealth managers who want to grow their client base through a disciplined, structured pipeline rather than relying exclusively on referrals and introductions. The programme covers prospecting frameworks, client development strategies, and the conversion disciplines that build a sustainable, growing practice.
Senior leadership teams
Chartered surveyors, property consultants, and real estate advisory professionals who want a structured approach to client development, relationship management, and business growth. The programme helps translate technical expertise and market knowledge into a consistent commercial capability.
─── THE PRACTICE
Built by a Sales Professional.
Led from real life experiences.
Sales for Non Sales is delivered by Glenn Dobson through Shrine London, a private advisory firm that works with business owners, leadership teams, and professional services firms on the commercial challenges that define whether a firm grows or stalls.
Glenn has spent over 35 years building, scaling, and exiting businesses across multiple sectors and 22 countries. He has led companies through every phase of commercial growth, from first client to exit, including building a business to over £1 million in revenue within nine months before exiting as part of a £35 million group transaction. He has advised on more than 60 mergers, acquisitions, and strategic transactions, and brings that breadth of commercial experience to every advisory engagement.
Sales for Non Sales exists because Glenn saw the same pattern repeat across every professional services firm he worked with: brilliant practitioners who had never been given the structure, tools, or coaching to develop business consistently. The programme is the solution to that pattern. It brings the disciplines of commercial practice, refined over a career, to the professionals who need them most.
35+
Years in business
60+
Strategic transactions
22
Countries
£35m
Group exit
─── CASE STUDIES
Structured advisory.
Measurable outcomes.
Each engagement is documented with the permission of the client. Case studies track what was delivered, what changed in the pipeline, and what commercial outcomes followed. These will be published as engagements complete.
LEGAL
Building a commercial development culture across a regional practice
A programme engagement with a multi-partner law firm, designed to move the practice from referral dependency to structured pipeline management. Covers diagnostic, individual coaching, and a firm-wide BD playbook.
READ CASE STUDY ⟶
ACCOUNTANCY
From compliance to advisory: developing cross-selling capability
A Sprint engagement with an established accountancy practice, focused on developing cross-selling disciplines across audit, tax, and advisory divisions. Includes pipeline framework and conversion coaching..
READ CASE STUDY ⟶
PR & COMMUNICATIONS
Structuring business development for a growing design studio
A programme engagement with a design-led architecture practice, building a repeatable commercial process behind a relationship-driven growth model. Covers pipeline visibility, proposal process, and client development planning.
READ CASE STUDY ⟶
The right time to have
this conversation is now.
A short conversation is all it takes to find out whether this is right for your firm. We will tell you directly whether we can help, and if so, how. There is no pitch, no pressure, and no obligation. Just a clear, honest assessment of where you are and what would make the biggest difference.
hello@shrinelondon.com
+44 (0) 208 064 0072
128 City Road
London, EC1V 2NX
United Kingdom
SHRINE LONDON
128 City Road
London, EC1V 2NX
United Kingdom
hello@shrinelondon.com
© 2026 Shrine London Ltd. All rights reserved.
Private Advisory · Sales for Non Sales · Leadership Development · Keynote Speaking