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Sales Leadership Consulting

Has your sales team reached a plateau? Is team growth and retention an ongoing challenge? See how Sales Leadership Consulting with Ray Reed can elevate your sales team to unprecedented levels of success!

Ray Reed talking.png

Ray Reed

President of RL Reed Consulting

Ray Reed, a retired Air Force Lt Colonel and our Sales Leadership Consultant, has been selling to the Federal Government for over 20 years with a proven track record of developing high-performing sales teams for companies of all sizes.

Ray helps sales teams and their leaders work smarter through his proprietary method  of training, covering everything from hiring and structuring a great team to ways to skyrocket your success in selling. 

His approach focuses on the team as a whole as well as on individuals, ensuring that each contributor knows their part and plays it well.

Sales Leadership Consulting

Reed works with teams and their leaders to create a structure of roles and responsibility focused around 3 key arenas: Direct Sales, Business Development, and Capture Management.


He guides teams towards effective collaboration between these groups, resulting in increased revenue and improved team effectiveness in pursuit of business. He believes that a great team will emerge when they focus on their direct sales and capture management, allowing Focusing Forward to fill the role of business development.


Furthermore, he helps teams pull talented salespeople from both the public and private sector in order to thrive in unprecedented ways. 

Mentors and leaders are key to team development. Reed works with them to develop effective leadership strategies that allow each individual to function squarely within their zone of genius and within clearly delineated roles.

Without competent leadership, a sales team will never reach its full potential. Great leaders inspire collaboration and creativity; but most importantly, they lead by example. 


Under Reed’s tutelage, sales teams and individuals routinely report consistent growth of 20-40% YOY. They also report becoming the lead-performing team within their respective company and being known as “Sales Rockstars”. 

Reed’s methods get real results, and the results speak for themselves. He can talk the talk because he walked the walk first.

Below you can read further about some of his most notable career achievements. 

Ray's Career Highlights

Career Highlight No.1

Career Highlight No.2

Career Highlight No.3

Sales Team at Gartner

  • Established optimal DoD sales teams organization and processes.

  • Grew the Air Force team to a regional level, becoming the largest single account at Gartner and increased revenues from $5M to $41M in under 5 years.  

  • Gartner then included his processes in their New-Hire Training Program, changing the way deals were sold. 

VP of Sales at Small Company

  • Executed a highly effective a “capture management” model.

  • Secured over $40M in 2 years with a team of 3.

Sales Team: Air Force Contract

  • Managed an Air Force IDIQ (Task Order) Contract.

  • Grew the team to 35 people .

  • Increased revenue from $500K to $7M in 3 years.

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Image by Joshua Mayo
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