About us
Sales experts who help businesses achieve their goals
Our team is our main USP. We’ve been doing this together for the last 20 years and we get a massive kick out of helping organisations reach their true potential.
Who are Flow State?
Change is tough! We know what you’re going through. Having spent our careers leading sales and enablement teams across the globe, we’ve seen it all. When it comes to achieving sales excellence we know what works – and how to get you there.
Raff and Aaron spent the last 20 years working together in a variety of organisations and quickly became known as a successful double act.
Whether in large, multinational corporates or hyper-growth scale ups, they have a unique ability to find problems, develop solutions and get sales and account management teams delivering outcomes they didn’t even realise they were capable of.
We believe that any team – large or small – has the ability to achieve sales excellence and hit sustainable, predictable revenue growth IF the right ingredients are in place.
We get close to your pipeline from day 1. Through a combination of hands-on training, skill & deal coaching and user-friendly enablement we drive long-lasting, scalable high-performance in your revenue teams.
Customers love our energy, our passion and how much we really care about their results. It’s something that just can’t be faked…
Meet Aaron & Raff
Aaron Evans
Co-Founder & Director
Aaron has 15 years of sales enablement, coaching and hands-on training experience in both multinational, corporate and start-up business environments across EMEA, US, LATAM and APAC and successfully led sales transformations in several verticals including taking an HR tech business to IPO in 2014.
He is a qualified coach and practitioner of NLP and Neuro-Semantics, and a passionate SaaS sales enablement leader, guest speaker and mentor who has proudly developed thousands of sales managers and professionals globally.
He specialises in highly-immersive, bespoke B2B sales training and coaching experiences, which not only teach advanced skills and techniques, but help participants better challenge their own beliefs and assumptions.
Aaron’s work in the world of enablement has been recognised with awards from The Sales Enablement Collective and Sales Enablement Pro – including being voted one of the top global voices in enablement.
Raffael Fernandes
Co-Founder & Director
Raff has 20 years experience as a B2B sales leader and coach delivering growth, transforming businesses and leading high-performing commercial teams in SaaS, Business Intelligence, Media & Events, Tech Consulting & Management Consulting industries.
Having led over 1000 people in EMEA, APAC and the US across many roles in the modern revenue organisation, Raff has gained deep expertise in many areas of sales methodology, practice and strategy across a diverse range of buyer personas, product offerings and company types. He has built high-performing teams in many different environments ranging from VC-backed tech start ups to Fortune 500 global enterprises in industries including science, technology, healthcare, defence, transportation, ecommerce, energy, telecoms and FinTech.
As a huge believer in people as the most powerful drivers of transformation in any business, Raff loves combining his enthusiasm for sales coaching and professional development with strategy, practice and process enhancements to build sustainable foundations which enable high performance, long-term revenue growth and customer success.
The 5 Ways That We Set Ourselves Apart From Our Competitors
- We are very personalised. Whilst all of the training content that we deliver is focused on modern, consultative selling global best-practices, we go to considerable lengths to personalise the content to our client’s marketplace and buyer personas. This includes skills such as questioning techniques, delivering value messages and objection handling – where we use real-world examples, situations and talk tracks. This means there’s no need for our clients to ‘translate’ our content and practical techniques to their business – it’s all ready to use the moment people leave the session – and that’s what they love!
- We get extremely close to pipeline. We get into our clients’ deals right from kick-off by shining a light on potential gaps or previously unrecognised risks in the deals currently in the pipeline – and then help sellers connect the dots between what we’re training and how they can use those skills to influence their live deals. Subsequently, our clients see their pipelines getting visibly cleaner and the revenue forecasts becoming more predictable as the programme progresses.
- Flow State is Aaron and Raff – there’s no other bench of trainers who come in to deliver our material, it’s all done by us as the co-founders and clients love this. Having worked together for over 20 years in many different business environments, clients often remark that ultimately what they know they are buying is our combined knowledge, experience and track record of developing high-performing revenue teams in many different industries and markets
- We hold people in our client’s teams highly accountable – including leaders and managers. We set standards of excellence from the outset and get everyone on the program bought into a collective vision and desired outcomes. As well as being trained and coached by us, in turn we ask participants to actively demonstrate use of these skills out in the field. Leaders love this approach because it provides regular proof-points of the program’s impact and drives lasting change in the team. Sometimes we also find that leaders or managers themselves aren’t holding their teams accountable, and when that happens we call it out – which they really appreciate. Everyone goes on the journey together and this is how we help them reach new heights as a team.
- We create long-lasting behavioural change in sellers and managers through coaching. Training is the transfer of knowledge, whereas coaching is around creating light bulb moments that lead to learning breakthroughs and improved skills adoption. All our programs have a strong backbone of coaching – so as we take sales teams on a journey, we see them visibly growing in confidence and competence, until they achieve a level of sustained high performance that they often didn’t even realise they were capable of.
“I’ve known Aaron Evans for several years now and can say that his reputation is second-to-none in the sales space. He’s a true student of sales – perhaps one of the best-read and most intellectually curious practitioners I’ve ever met – always pushing his own thinking and looking for new ways for him to up his own game and that of his clients. He’s one of the very few people I send my own stuff to before I publish it–because I know he’ll run it through the wringer, testing not just the logic of our arguments but also the applicability of our findings, ultimately making it better in the end.”
