the science
Process you can trust: discovery that goes deeper than the first answer, qualification that kills bad deals early, forecasting your board can bank on.
THE SALES CONSULTANCY FOR TECHNICAL FOUNDERS
From founder-led to fully scaled.
You built something great. Now let's sell it. Emotive JLI turns founder-led selling into a sales engine that scales past you. The process and the person.
WHO THIS IS FOR
you built the product. selling it is the other job.
Technical founders, early stage to Series B. Your product genuinely works, but every deal still needs you in the room. The selling lives in your head, your calendar, your late nights. That's founder-led sales. It works brilliantly, right up until it doesn't scale.
- You want a sales process simple enough to run on one sheet
- You want salespeople who believe what they're saying
- You don't want hype, jargon, or a 90 slide playbook nobody reads
THE EMOTIVE METHODOLOGY
sales is science and art.
Everything we teach comes from one career of actually doing it: cold calls answered, deals won and lost, teams built from scratch. Written down, so your business can run it without us.
the art
The person in the process: belief, credibility, energy. Buyers test you before they buy from you, so we train people to pass the test.
the transfer
We're not a dependency. We coach your team, score them against the methodology, and hand the whole thing over. The goal is you not needing us.
PROOF
Every number here really happened.
£2.5M → £10M
ARR at ThreatSpike. Joined as the first commercial hire and built the sales team from scratch.
£2M a year
what my first from-scratch sales hire was closing within two years. Superstars are built, not bought.
£300k
closed from one cold email sent at 5:40pm, when everyone else had gone to the sun
James contributed so much to the growth of the company... energising the delivery teams and building an entire sales team from scratch, all to enable the business. He has that founder mentality and can do a lot with very little. ThreatSpike, and I specifically, owe a lot to James. He truly helped transform our business.
THE PERSON BEHIND IT
james irving
I learnt to sell the old school way: 50 cold calls per day in a Manchester boiler room (NCC Group), then enterprise cybersecurity at SecureWorks, then ThreatSpike, where I joined as the first commercial person and left with a £10M sales engine and a team I'm still proud of. Emotive JLI is everything I know about selling, written down and taught properly. I believe sales is a craft. It's a mixture of frameworks and execution. But underneath it all, there must be a passion for your company, the reason you want to make money. If your people don't have that, there's something missing. I believe the best salespeople sell from love of the game, not fear of the number.
Based in Manchester. Selling everywhere.
you built something great. now let's sell it.
Let's sell it.
or email james@emotivejli.com