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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.

Aaron Evans

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Raffael Fernandes

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“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.”

Matt Dixon
Author of The Challenger Sale & The Jolt Effect

“It’s difficult to blend deep thinking about selling and how we drive success, with pragmatic/disciplined execution. But it’s the ability to do this, extraordinarily well, that sets Raff and Aaron apart. They don’t promise miracle cures or leverage the latest fashionable tricks and techniques. They help their clients think more critically and execute at higher levels than most other consultants. It’s always a learning experience working with them. And the icing on the cake is they have wickedly great senses of humour!”

David Brock
Author of Sales Manager Survival Guide

“Aaron Evans is the best of both worlds: a deep thinker and a practical doer. He’s curious, smart, and never shy to dig into large complex challenges. But he’s equally good at teaching and tactical application. He’s at his best coaching others to ever higher performance through a rare mix of talent, skill and empathy. One of the best.”

Brent Adamson
Author of Challenger Sale & The Challenger Customer

“Raff used his expertise in sales process and methodology to transform the way the business qualified opportunities and forecasted. He helped me construct strategies to get complicated deals over the line and helped me become a more consultative sales person.”

Sean Charles
Account Director, LinkedIn

“My friends at Flow State have a deep appreciation of coaching and its vital role in achieving outstanding performance. More than that, you can see how passionate they are as coaches in helping someone switch on their own light bulbs.”

Myles Downey
Author of Effective Coaching & Enabling Genius
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