High-Performance Sales Coaching for Ambitious REvenue focused Professionals

Structured performance coaching for sales professionals, managers and founders

Apply for 90-Day Performance Acceleration Explore Advisory Services

Coaching or advisory services

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Private Coaching. Real Standards. Measurable Output.

Elevate Sales Performance Through Discipline and Execution

Apex Sales Performance Ltd is a boutique coaching firm built for ambitious revenue professionals. We help you improve consistency, sharpen deal execution, and operate with calm authority under pressure.

Our work is structured, direct, and results focused. Combining performance psychology with practical sales execution so progress is measurable, not motivational.

Why Choose Us?

Your success is our success.

Structured Performance System

Weekly cadence, clear scorecards, and disciplined execution. No drift.

Deal-Level Improvement

Bring live opportunities. We work the reality tackling positioning, objections, negotiation, and close strategy.

Resilience Under Pressure

We build consistency through standards: routines, decision-making, emotional control, and leadership presence.

Strategic Go-To-Market Leadership

From market entry to product launches, we design and execute go-to-market strategies that position your business for competitive advantage and growth.

Personalised Advisory Approach

No two businesses are the same. We tailor every engagement to align your Sales & Marketing strategy precisely with your commercial objectives.

The Commitment

We keep the work honest and measurable. You’ll have a clear plan, clear standards, and real accountability.

your performance improves without your life collapsing around it.

Expect direct feedback, practical tools, and professional boundaries that protect focus and improves productivity.

Services

Performance Coaching and Select Advisory



90-Day Performance Acceleration (1:1 Coaching)

A structured, intensive engagement designed to materially improve performance within 90 days.

12 structured sessions over 90 days
Weekly scorecard + KPI discipline
Live deal breakdowns (objections, positioning, negotiation)
Operating system: routines, standards, pipeline control



Ongoing Private Coaching (Selective Continuation)

For clients who want continued progression beyond the initial 90-day acceleration.

Monthly performance review and forward strategy sessions
Advanced leadership and authority development
Strategic deal oversight for high-value opportunities
Continuous refinement of standards, routines, and commercial judgment



Strategic Business Advisory (Limited Engagements)

Commercial support for growth stage companies requiring structured execution.

Strategic commercial guidance aligned to measurable outcomes
Customer-facing support in complex or high-value deals
Sales team cadence and accountability structure
Defined revenue performance oversight

Founder

David Cheng

I founded Apex Sales Performance Ltd to develop disciplined, high-performing sales professionals and the leaders who manage them.

I’ve worked in demanding B2B environments where targets are real, pressure is constant, and processes are chaotic. Individual contributor performance is either consistent or it isn’t.

My coaching aims to set you apart. It is structured, direct, and built around execution: pipeline reality, deal progression, commercial clarity, and sets the personal standards required to sustain high output.

If you want to avoid the corporate politics, have more in your armory than simple text book tactics and if you want a higher personal operating level this work with me will suit you.

Supporters

Testimonials

David Cheng was the catalyst for my company , Orijinn’s entry into the market. His strategic insight and direct action helped us secure tier-one clients like Formula One and Warner Bros Discovery right out of the gate. So not only did David offer advice and guidance but also the tangible work of producing highly impactful results for my team and I.
On a personal level, his mentorship has been vital to my growth in the industry . If you are looking to accelerate your market success, navigate the rapidly changing industry landscape then David is the man you need in your corner

Shane R. Murphy - Founder and Director Orijinn

Supporters

Testimonials

Having had the privilege to be David's Exec coach, I've got to know him very well. His strengths are many - possessing high emotional intelligence, his empathy with customers and team members makes him both a great sales guy and a great manager. His knowledge of the AV market is extremely strong and I'm sure he would transfer easily into any other market if he chose to.
When it comes to hitting targets, I've rarely known anyone more focused and clear in the pipeline reality, understanding the nuances of buy needs and wants, balanced with the commercial realities.
And not forgetting, Dave is an all-round good-guy, trustworthy, reliable, and a pleasure to work with and hang out with. An Asset to any high-performance team.

Rob Pickering - ActionCOACH

Supporters

Testimonials

Having worked both for and alongside David I believe I can say with some confidence that he not only has an excellent grasp of the technicality’s and commercial nuances of each and every deal I have worked with him on but he also has an uncanny ability to visualise how these deals fit into a much bigger commercial and strategic picture. His communication skills allow him to share this visualisation in such an understandable way that it’s very easy to join him on the journey and learn from his knowledge. It helps, of course, that David is very personable and patient with the less initiated.

Clarke Uren - Client Director

Supporters

Testimonials

I worked with Dave for well over a year and it was by far the most informative time of my sales career to date. Dave really helped me refine and develop my skills. I can honestly say, I wouldn't be half the sales person I am now without the help, advice and coaching I received from him over the course of our tenure together.

His knowledge of not only the industry but sales processes, strategies and methodology are of the highest level and his know-how and instincts in sales are invaluable.

They say you never stop learning in sales, but it feels like I only really started properly learning how to live within a deal after working with Dave.

He's a great teacher, a great boss, a great colleague and a great guy.

Very much hope to work with him again in the future.

Andrew Rogers - Account Executive, Cuez

Apply for Private Coaching

+44 7515 662 883
david.cheng@apex-sp.com