SWJ Growth

We help ambitions Accountants generate consistent and predictable lead flow.

Since starting the business back in February  2023, here are some of our key achievements:

 📈 Booked +1,000 qualified sales meetings
 🚀 Generated +£2M in sales pipeline
 📈 Received 20 LinkedIn recommendations
 🚀 Booked meetings with business such as DHL, Peloton, Capital One, Shangri - La Resorts, The Fragrance Shop, Holland & Barrett, The NHS and tons more.

If you're keen to learn how we can help you feel free to book a free discovery call below.

Founder & CEO

Sales Fit Coaching

The Sales Fit Coaching Programme is a comprehensive, high-impact coaching experience tailored specifically for health and fitness coaches aiming to master empathetic, high-ticket sales without feeling scripted or “salesy.” 

This programme goes beyond just a video course, it’s a complete system that combines six focused video modules, personalised one-on-one feedback on real client calls, and supportive group coaching sessions.

Designed to help coaches close more deals by deeply connecting with clients, the programme provides a framework for building trust through genuine conversations and positioning their high-ticket offerings as the natural solution for clients in vulnerable, transformational stages of their lives. 

Through weekly coaching, call reviews, and an active Slack community, coaches receive ongoing support to build authentic confidence, overcome self-doubt, and ultimately create a consistent, fulfilling sales process that transforms their business and client relationships.

Planhat

Account Director

Winningtemp

Enterprise Development Director

Trustpilot

UK Sales Manager

Feefo

Enterprise Business Consultant

Lead Forensics

Senior Sales Manager - UK Market

Sales Manager (Enterprise - with quota) - UK Market

Brittain Limited

Sales Manager

Working with some of the highest revenue-generating clients to ensure all targets were 
met and upsell opportunities were identified and closed.

Key Account Manager

Quota based role, achieved all targets set

Sales Executive

Founder @ SWJ Growth 👉🏻 Expert Client Acquisition For Exceptional Businesses (LinkedIn Top Voice) 📈 Ex. Trustpilot | Generated £10M in New Biz Revenue | Check Out Our Recommendations Below 🍾

I spent 14 years climbing the corporate ladder in pursuit of success. 

However, after years of long days and late nights with little to show for it, I knew I had to make a change.

That day was the 7th of February 2023.

With our second son due in just 5 weeks, I had no other choice but to follow my dream, start a business, and make it a success. 

It was sink or swim time!

But could starting an online business replace my six-figure income?

YES!

The first week was filled with crippling anxiety and self doubt.

However, I quickly realised that if I didn't change my mindset and tackle this head on, nothing would ever change.

On day 11, I won my first client.

On day 28, I had replaced my monthly income.

And on day 77 I had 5xd it 🤯

What was going on!

The chains were off, and I was creating a life I'd always dreamed of.

Since Feb 2023 I've been the Founder & CEO of SWJ Growth - A completely "done for you" LinkedIn lead generation agency for ambitious Accountants.

On a personal note, I'm married to my beautiful wife Megan and a father to Oscar, Albie & Betty. I'm based in the south coast of the UK, living a stone's throw away from the beach 🏖

James Caldecott

I never thought I'd escape my corporate job.

In the end, I literally had to be fired! 🤣

When you spend 13 years being obsessed with hitting targets and progressing as quickly as physically possible…

You become lost to reality.

14 hour days.
5 hour commutes.
And most importantly, missing important family and social events.

That's absolutely fine, right...

Until you realise it's NOT.

Last month marked 19 years together with this beautiful lady.

And in Feb 2023 I told myself, I'd never sacrifice my home life for work again.

Yes, running a business still requires plenty of hours.
And a ton of targets.

However, spending time with the people you love is much more important than any target or business goal.

No target will ever beat time with the people who matter most.

Choose a path that gives you more of those moments, not fewer.

JSESSIONID

li_at

Talks about #revenuegrowth, #growthstrategy, #leadgeneration, #clientacquisition, and #linkedinleadgeneration

CRO @ Sales Fit Acquisition (Ex-Trustpilot) | 13 Years in SaaS Sales | Now Helping AEs & Sales Leaders Build Consistent Pipeline With Human-First Outbound Systems | Apply Below ⬇️

Most people lose deals long before the sales call even starts, and they don’t realise why.

Since starting in business nearly three years ago, I’ve done deals of all sizes.

£100
£1,000
£10,000
£20,000
And £30,000+

In my corporate sales career, they were in excess of £1,000,000.

Across all of it, the pattern is the same.

If any of these five fundamentals are missing, the deal is lost before you ever get to the close.

1. Clarity:
You must be able to articulate the prospect’s problem more clearly than they can themselves.

2. Direction:
You must show them a simple, believable path from where they are to where they want to be.

3. Positioning:
You must make your offer the most logical vehicle to get them there, not just another option.

4. Certainty:
You must remove the doubts they won’t say out loud, the risk, the friction, the internal hesitations.

5. Decision Ease:
You must make the next step feel obvious, safe and worth acting on now, not later.

Business is simply a solution to a problem.

Nothing more complex than that.

So if you’re struggling to get new opportunities through the door, are you clearly showing people that you understand their problem better than they do?

If you’re not closing your sales calls, are you genuinely removing the uncertainty that stops them moving forward?

Get the foundations right, and every part of your sales process becomes easier.

Before I get into this post, I want to make something clear.

I don’t think I’m special, I don’t think I’ve achieved anything unbelievable, and I definitely don’t think I’m “great.”

I don’t see myself that way at all.

But I do know my story could help people who grew up like I did, people who feel lost, alone, or already written off.

Especially younger people who feel like their future is already decided for them.

Recently, someone told me I was the most positive person in their life.

Honestly, it caught me off guard.

They asked me why I’m like that.
I paused, thought about it, and said…

“What are the alternatives?”

That moment made me reflect on my life and how I actually got to where I am today.

Years ago, Tracy Davies gifted me a book called The Happiness Advantage. (You probably won’t even remember giving it to me, Tracy… haha!)

Reading it again made me realise how much my journey has been shaped by three things:

Positivity,
Dreaming BIG,
Trusting myself,
And most importantly, enjoying the journey.

I feel lucky that people see me as positive, I really do.

I left school at 15 with nothing.

No grades, no direction, a broken family, the wrong crowd, and a future that was heading down a road I didn’t want to follow.

I didn’t have people fixing my problems or guiding me.

I had to figure things out alone, and over time that “lone wolf” mentality became my superpower.

Because when you learn to rely on yourself, you learn to trust yourself.

And that’s when everything starts to change.

Here are some real-life examples of what you can achieve when you dream big, trust yourself, and stay positive:

➡️ Became a chef at 16, aimed for Michelin level, reached it by 21
➡️ Knew the lifestyle wasn’t sustainable, googled “how to make £100k”, called 9 B2B sales companies, 8 rejections before the 9th gave me a shot
➡️ Threw myself into sales, set a goal for management in month one, hit it in 7 months
➡️ Committed to a 5-hour round trip to London every day for almost 3 years, doubled my income
➡️ Wanted more freedom and family time, quit my 6-figure job with 7 days’ notice and a baby due in 5 weeks to start my first business
➡️ First week was pure anxiety, but I backed myself, replaced my income in 28 days, and 4x’d it in 77

None of this would have been possible without dreaming big, trusting myself, and taking action.

Fast forward to today, I’m 37 and running Sales Fit Acquisition with the same dream-big attitude that got me here.

If you’re feeling stuck, alone, or behind, please hear this:

Your beginnings don’t define you!
Your grades don’t decide your future!
Your situation is NEVER permanent!

Attitude beats grades every single day of the week.

Dream big.
Back yourself.
And don’t be afraid to walk your own path.

If any part of my story resonates and you want some guidance, feel free to message me.

My DMs are always open if you’re someone who needs some help.

Sales Trainer | Coach | Sales Enablement | DE&I Advocate

Sales Fit Acquisition

December is here! Let the fun begin.

🎄🎅

This photo means more to me than any business win ever could.

It was taken 5 weeks after I lost my job.

5 weeks after I decided to bet on myself and start a business.
And just a few hours after Albie was born.

He came into the world early.
And he came in fighting.

The first two weeks of his life were filled with tubes, tests, and uncertainty.

We didn’t sleep.
We didn’t relax.
We just waited and hoped.

At the same time, I was trying to build a business from scratch.
With no backup.
Zero savings.
And no clue what tomorrow looked like.

People talk about entrepreneurship like it’s exciting.
Like it’s full of wins and content and confidence.

But this was my start.

Terrified.
Exhausted.
And holding my newborn son while hoping my business didn’t fall apart before it began.

I’ve been through a lot in the last 3 years.
But nothing has shaped me more than this.

It taught me what pressure really feels like.
It taught me how much I could take.
And it showed me exactly why I was doing this.

Not for LinkedIn content.
Not for income milestones.
But for them.

Oscar and Albie.

This photo reminds me how far we’ve come.

And just how much was riding on that decision to go all in.

£76,000 from 27 cold voice notes.

Tell me again how “cold outreach doesn’t work.”

I love cold outreach.

Cold Calling.
LinkedIn DMs.
Voice notes.

All of it, all completely cold.

You don’t hear that often, do you?

Because LinkedIn is flooded with gurus preaching the same soft, slow strategies:

“Just create content.”
“Comment more.”
“Add value.”
“Wait for inbound.”

It sounds lovely.

It’s also the reason so many businesses grow at a snail’s pace.

If you’re not prioritising cold outreach right now.

Take a hard look at your strategy, because someone else is out there winning the deals you’re not brave enough to go after.

September 2020.

One quote from Justin Welsh changed everything for me:

“Did you know people are willing to pay you 5 times more than your current employer for the exact same knowledge?”

He was 100% right.

After working with hundreds of business owners and speaking to thousands more, I’ve seen this play out over and over again.

Packaging your existing knowledge into a clear offer is hands down the fastest way to build short, medium, and long-term success.

People don’t pay for fancy logos or strategy packs.
They pay for solutions.

And being just a few steps ahead is usually more than enough for this to work.

People talk about “lonely at the top” like it’s some kind of motivational quote.

But it’s not.

It’s real.
It’s quiet.
And it creeps in without warning.

One minute you’re focused on building the thing.
Next minute, it’s 1am.

No one to bounce ideas off.
No one to tell you if you’re heading in the right direction.
Just you… staring at the same screen you’ve had open for hours.

And no, this isn’t some “look how hard I work” moment.
It’s just what happens when you go all in.

You carry the risk.
You carry the pressure.
You carry the doubt.

When I started my business, it was chaos.
A baby in hospital.
No income.
No clients.

But every night I sat there.
Not because I was inspired.
Because I didn’t have a choice.

Some days you feel like it’s all moving.

Others, like you’ve built something that could fall apart at any second.

That’s the part no one claps for.
That’s the real bit.

And if you’re in that place right now, wondering if it’s meant to feel like this

It is.

You’re not lost.
You’re just building something that hasn’t taken off yet.

Keep going.
Not louder.
Just longer.

For anyone building a business and starting to panic, read this.

December can be brutal.

Here’s one simple piece of advice that changes the game:

Double down.

Double down on your energy.
Double down on your discipline.
And most of all, double down on your outreach.

Most companies go quiet in December, which hands you an opening.

Don’t stress if they don’t want to jump on a call this month. Offer January instead:

“No worries at all, December isn’t usually the month for starting new conversations.

I'm really keen to discuss this with you, so why don’t we do this? I’ll send over a placeholder for the second week of January, so we’ve both got something to aim for?”

Will a few fall through? Of course!
But not many.

And if you stay consistent, you’ll roll into January with 10–15 new calls already locked in, ready to hit the ground running while everyone else is warming up.

Don’t let December kill your spark.

2026 is yours!

When I was working in my corporate job, I once walked into the office and caught my Sales Director and his…


Relax.

It’s a joke, nothing scandalous ever happened!

However, now I’ve got your attention.

Let me tell you why I’m actually writing this.

I’ve spent the last 11 months speaking to hundreds of people, clients, founders, sales professionals, people at every stage of life. 

And there’s a pattern that’s too hard to ignore.

So many people are one small shift away from being genuinely happy, yet they keep living the same day on repeat. 

Not because they lack talent, time or opportunity, but because they’re waiting for the perfect moment.

Meanwhile, 2026 is only 29 days away.

And I can’t shake the thought that someone needs to say this clearly, so I will.

If you want next year to be the best year of your life, if you want to feel in control, confident and genuinely excited about where your life is heading, then what I’m about to say matters.

If you’re completely happy with your life as it is, stop reading. Enjoy it, hold onto it, nothing I say here is urgent for you.

But if you feel stuck, frustrated or deep down you know you’re meant for more, then this is for you.

Here’s the truth I’ve seen again and again this year.

People who win are not the ones who have the most resources, confidence or luck. They are the ones who stop accepting a life that feels smaller than the one they want.

And you, whether you believe it yet or not, are far closer to the life you want than you think.

Closer to more time with your kids,
closer to more freedom,
closer to more money,
closer to waking up with energy instead of heaviness.

You are not stuck, you are just avoiding the first uncomfortable step. And that is good news, because it means you can change direction quickly.

Here are the three decisions that shift everything fast:

1. Pinpoint the exact thing making you unhappy.
Clarity creates control.

2. Choose two actions you can take today.
Immediate steps create immediate momentum.

3. Take action now.
Action breaks the cycle and sparks fast change.

You are not 10 years away from your dream life, you are not even 10 months away.

You are three decisions away from walking into 2026 as a completely different version of yourself.

Make these next 29 days count and step into the year you actually want to live.

It was brilliant to be tagged in this yesterday. Thank you, Catey Josephine P.

I’m not in the habit of bashing other businesses, but the truth is the lead gen space is full of unqualified providers promising the world and delivering nothing. 

It’s why posts like this really matter.

Most of my content recently has been about Sales Fit Acquisition and helping SaaS and tech teams generate more outbound meetings themselves.

But SWJ Growth is still very much alive and delivering incredible results.

This is a fully done-for-you service. 

We optimise your LinkedIn profile, build a list of your ideal customers, write messaging, handle inbox management, and book meetings straight into your calendar.

Sound interesting?

We’ve got two spaces opening for the week of 26 January. If you want a hands-off outbound engine that actually works, drop me a message.

And thanks again, Catey.

Founder @ DuraSuite | Helping HR, Payroll & Finance Leaders Bring Clarity, Control & Measurable Stability to Complex Operations | Finalist, Woman of the Year (Reward Strategy)

LastPass

Managing a team of 5 individuals across UK&I, DACH, France, Nordics, Benelux

The goal is to build and design our GTM plan for each region to build as much pipeline as possible

Manager of Business Development EMEA

OnRush Consulting

OnRush helps companies scale their Business Development Team with ease from training to mapping out a Go-To-Market strategy.

Currently acting fractional SDR Manager for x2 businesses

Founder

Pallery (formerly Loxo)

Strategic Advisor

The User Syndicate

Angel Investor & Member

SDRs of London

Community Host

6sense

Sales Consultant 

Account Executive

Terminus

Datto, Inc.

SDR Manager UKI & DACH

SDR Team Lead

Sales Development Representative

Space

Visualiser 

Trainee Visualiser

Space and Solutions

Freelance Designer

Driving sales teams to get the most out of their GTM tech stack🔮 It's not what software you have but how you use it

A passion for solving sales puzzles 

5+ years in sales working my way through the ranks from SDR > SDR Manager > AE > Consultant > BDR Manager 

I now have my fingers in a few different pies 

- Founder of my own consulting company | This is where I help companies build & get the most out of their PipeGen team 
- Advisory | Working with a handful of startups on product & strategy 
- Community Host of SDR of London | Which is a core group of 300+ SDRs in the UK 
- BDR Leader @lastpass | Incredible team of 5 BDRs across all of EMEA 

Things I am looking to do are more podcasts, webinars and advisory work. Please DM me if this is you 

Like I have been doing for years message me with the word "frog" in it and I will make sure to reply / take a meeting 

^ This is just me proving that no one really takes the time to these

Harry Monkhouse

Now 2 weeks into our Podcast Journey 

I can speak for Lauren Reeves and I when I say a big thank you for all the support so far

We are close to 100 followers on Can't Take Your Call Right Now and 2 off 100 listens to the first episode about cold calling 

2 very big milestones for us ❤️

Episode 2 goes live tomorrow where we talk about emailing as a channel and how to get the most out of it 

We have LinkedIn to come after this but what do you want to hear about? 

Let us know in the comments below👇

Launched a new podcast - Global BDR Leader @ LastPass - helping IT Teams discover SaaS & AI apps *** | Founder of OnRush Consulting | GTM Advisor | Podcast Co-Host

Being prepared is half the battle when it comes to cold calling 

More often then not Lauren Reeves & I see BDRs struggle with cold calling because they don't know what to say 

You will most likely get the same objection over and over again:

"We don't have budget"
"I'm in a meeting"
"We already have something in place" 
"Send me an email"

The key thing here is knowing what to reply with because it can be hard to think on your feet when the call is getting hard

I recommend to use a word doc or an excel doc and write down every objection you receive

And start to write your replies to each one ... your top BDRs, AEs or manager should know what else are 

Then it is all about testing them out - make sure to have this doc open when calling

You will quickly be able to see if the reply is working or not by keeping a tally of when it does 

Also top tip: try them out on other BDRs, AEs, your mum, your grandad who ever will listen 

Amazing way to get you more confident in your talk tracks 

p.s. this is a clip from episode 1 which goes like tomorrow

Episode 1 of Can't Take Your Call Right Now is OUT! 

Series 1 is all about outbounding and of course the first topic had to be cold calling 

We discuss a range of things from: 

- Cold call openers 
- Handling gatekeepers
- Cold calling frameworks 
- Our calling pet peeves

Link to the episode in the link below 👇

LinkedIn isn't the same as email 

Too many reps are treating LinkedIn like email

Which is why they’re really bad at it

If you received a long message from a stranger on Instagram, would you reply? 

No!

LinkedIn is the same

Stop sending these huge paragraphs

These essays

And definitely stop pitch slapping as soon as someone accepts your connection request

You need to start a conversation and actually message your prospects like the people they are

But how do you do that? 

Well, we spoke all about it in this week's episode

As well as: 

- Building a personal brand 
- Effective follow-ups on LinkedIn 
- Utilising video and voice notes 
- The view to connect method

Out now on Spotify, Lauren Reeves & I are go into our honest thoughts on LinkedIn and how to prospect

Link to the episode in the comments below👇🏻

Personalisation in outreach is key to getting in front of a prospect. 

So why does no one do it?

I recently spoke about something I do in with my LinkedIn bio

It's all to do with a frog 🐸 

The point?

To prove most reps don't bother researching their prospects. 

Which means they're missing out on a key part of email prospecting. 

Do you go the extra mile when researching and reading your prospects profiles? 

Let us know 👇 

We spoke about this and more in our latest episode of Can't Take Your Call Right Now 

You can listen to it here: https://lnkd.in/eDVwkziX

How to best personalise your emails to get replies

This is part of what we cover in this week's episode 

Lauren Reeves and I also talk about: 

- our go to email framework 
- how to personalise emails and the different data points to use 
- AI emailing and how to use AI in research 
- our most common email mistakes 

Episode 2 of Can't Take Your Call Right Now is OUT now

Open video: Series 1: Episode 2 | Outbound Series: Email on open.spotify.com

Series 1: Episode 2 | Outbound Series: Email

Found out the best channel for your prospect 

It doesn’t matter if you don’t reply to emails

Or answer cold calls

Or hate a voice note on LinkedIn 

Because it’s about what your prospect would reply to 

And they might engage on those channels 

Which is why you have to be multi-channelled and spend your time on each of them

The number of leaders who use only what they would like as a blocker for their team's multi-channelling is baffling

Get your reps spending their time on multiple channels and get good at all of them 

Lauren Reeves & I really went into it for this week's episode of Can't Take Your Call Right Now

We also spoke about: 

- tools and strategy 
- importance of personalisation & relevance 
- what good sequences look like
- predictions for 2026 

You can listen to this on Spotify, where episode 4 is now LIVE 🎤 

Episode in the link in the comments 👇🏻

There is a lot of things I wish I'd known about sales 

And there is still a lot that I wish I knew about sales 

But on this pod I share a few of my key learnings 

- Why I think finding your personality in sales is my number one thing to learn 
- What are the key traits I look for when hiring BDRs 
- How sales communities have helped me grow

Thank you Martin Boyle, Chloé Nowicki & Lead Forensics for inviting me on

Had a lot of fun! 

Here is the full episode 👉 https://hubs.ly/Q03W75Tj0

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The Battle

James Caldecott

Harry Monkhouse

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taplio

The Battle

James Caldecott

Harry Monkhouse

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}James Caldecott's LinkedIn Performance

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