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)

The Revenue Enabler

The Revenue Enabler is a B2B consulting and membership company.

Why? Because nobody gets a degree in B2B Sales!

I help B2B sales teams and individual reps increase pipeline and convert opportunities into closed won deals.

Most companies and sellers aren’t really ready to drive revenue.

They either;

1. Struggle to build qualified pipeline resulting in low pipeline coverage.
2. Poor sales execution leads to a leaky funnel and ultimately missing their revenue goal.

Most of the time, this is due to not having a common language. A proven sales playbook that sellers can pick up, follow and win with.

In my first VP Sales role, I increased revenue by 1,000% during the pandemic when many businesses struggled.

For me, it all comes back to the sales playbook. Giving sellers the dotted line for success.

The Revenue Enabler is focused on helping businesses and sellers get ready to drive revenue!

A few ways I help:

1) I work directly with reps with my Sales University and boot camps
2) I work with Sales Leaders to train their teams 
3) I work with Founders as a part time CRO or VP of Sales 

Visit my website to learn more about my services and book a call.
www.therevenueenabler.com

Founder & Chief Revenue Officer

Hit Your Number Newsletter

The HIT YOUR NUMBER Newsletter is written by James Bissell, Founder @ The Revenue Enabler. 

We share actionable insights and sales strategies each week on a Monday morning to set you up for success. 

Who is the newsletter for?
→ SDRs
→ AEs
→ Sales Managers & Leaders
→ Founders 

The way customers buy has changed forever, and the way we sell hasn't. 

It's time to change that. 

Join today, and you'll get instant access to free sales resources just by signing up. 

See you on Monday?

Chief Writing Officer

Seenit

In the first few months I helped:

- Take the team from 6 to 60 meetings booked a month 
- increased the win rate from 11% to 57%
- 0% target attainment to 100%. Lowest 120% and highest 240%.
- Reduce time to close by 64%
- Increase the average deal size and win rate significantly

VP of Sales

StaffCircle

I led the sales organisation during two funding rounds and increased annual recurring revenue by over 1,000%.

Sales Director

wejo

Enterprise Business Development Director

Cyance

Enterprise Account Executive

Corporate Account Executive

Senior Account Executive

Comms UK Ltd

Account Executive

Astute Marketing Services Ltd

Senior Business Development 

Chief Revenue Officer & Founder @ Revenue Ready

SDR > AE > 2x VP of Sales turned Founder. I've spent over ten years in B2B sales as a high-performing individual contributor and then VP of Sales. 

In both leadership roles, I increased productivity, and my proudest achievement was increasing the annual recurring revenue at an HR tech start-up, StaffCircle, by 1,000%.

Now, I help reps, Sales Leaders and Founders implement and operationalise my proven sales playbook.

A few recent highlights:

- Increasing the Annual Recurring Revenue (ARR) by 1,000%.
- Taking the team from 6 to 60 meetings booked a month within 45 days. 
- 0% target attainment to 100%. The lowest was 120% and the highest was 240%.
- Reduced the time to close by 64%
- Increase the average deal size and win rate significantly
- Multiple MEDDPICC implementations 

If your business needs help with building pipeline and/or converting qualified opps to revenue, let me know.

James Bissell

Little secret from a VP of Sales

It could save you thousands in commission in Q4

Buyers will buy without a discount

I’ve bought a load of tech/services as a VP

Some at full price and some at a huge discount. 

The reality is I’d have paid full price for everything but sellers offer discounts 🤯

Stop giving your hard earned commissions away. 

If you do, get something in return!! 

I spent £500 on this coffee machine a few days ago. 

It didn’t go up on sale so I just bought it at full price. 

Your prospects will do the same. 

Be bold. Be brave. Back yourself. 

Happy selling 🤙

Author: The Champion Playbook | Host: Hit Your Numbers Podcast | Founder: The Revenue Enabler - The leading skill optimisation platform for reps and teams | 400 Lessons, Sales Coaching & AI Agents

No alternative text description for this image

Home office update 

It’s really coming together and that coffee machine 👌 

Love working down here! 

What would you add next?

Most AEs will hate this! 

If you’ve got a pipeline problem take this action…

Reps are loving our daily planners. 

You need to take your big revenue goal for the quarter and break it down into a daily plan. 

Then go execute it. 

Most AEs I start working with have a pipeline problem. 

Usually after a few minutes we quickly realise they’re not doing to ugly, hard work that’s required. 

Go implement this with a winning attitude for the next 30 days and you’ll likely fix your pipeline problem. 

If not come back to this post and tell me in full of shit. 

Go make your plan and build a fat pipeline now. 

Or go blame marketing or SDRs for not hitting your target, earning great commission and building your career.

"Why don't you outbound James?"

I'll tell you in 98 seconds...

I LOVED this chat with Will Scott. If you're in sales, regardless of seniority, this is a must listen!! 

https://lnkd.in/eh7dxTT6

I'm not saying you shouldn't outbound, you 1,000% should. 

All I'm saying is become known for something so some people come to you! 

Also, for my sales leadership network, the talent that comes to you is wild! 

Employer branding sits with you, not HR! 

I did a post at the weekend saying I'm thinking about hiring and within minutes I've got AEs in my DMs asking to come join my org.

Stop sleeping on this platform. 

We all have time available, we just don't prioritise the important stuff. 

If I can find time running a business with a 22 month old son so can you. 

Go get it. 

Follow Will, he is amazing and really knows his stuff! 

Thanks again. 100% need to get you back on the podcast for more of your expertise!

Stop making excuses. 

It’s so easy to say no or I’ll do it later when the hard tasks come up. 

You are your biggest competitor. 

Get out of your way and go do the hard things! 

Back to my run then root top spa 🤙

Loving Sweden!

I’ve missed Sweden!! 

Great spas and food. 

Recharging the batteries. 

Any recommendations? 

I’m in Stockholm.

There is still time to save Q4 deals 

Run this for 100% of deals

Step 1

Arrange a call with your Champion

Step 2 

Open a Google doc

Step 3 

Co-create a business case 

Why?

You need to justify your cost. 

Most of the time your Champion won’t do it like you can. 

What to write? 

Follow these sections…

Headline

CTA + COI

Problem statement 

Talk about the problem and why they can’t solve it without you

Solution

In simple terms how you solve the problem in a way an exec will understand 

Business Value

What do they get back? Which metrics improve? What happens if those metrics improve?

This can all be done on one max two pages of a Google doc. 

Leave the deck behind. 

Go enable your Champions. 

I’m off to relax then it’s time for a roof top cold plunge and late night sauna and swim in Sweden

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The Battle

James Caldecott

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