Who we are

The Selling Labs is a sales consultancy with a sharp focus on working with firms in the tech sector, and was developed based on the founders’ unique experience.

Embracing both marketing communications excellence and deep sales expertise, including 10 years in a senior role at Google, this experience has helped us to build a sales consultancy  around tailored strategies garnered from the best practices of leading international organisations. Our sales experience around tech provided us with deep insights that led to the development of a coaching style of management  ideally suited to this sector.

In addition to the experience of our Founders, we work with world-class associates and partners as needed to guarantee a nimble service designed to quickly grasp any sales conundrum, focusing on positive results without delay. The Selling Labs will deliver in a style underpinned by the Founders’ core values.

How we do it

When working with clients, THE SELLING LABS follows a carefully devised proprietary process called STRAP. Proven to get to the bottom of the problem, this process enables us to create tailored and targeted solutions to improve sales performance.
Graphic - The Selling Labs - STRAP


STRAP - Scope - The Selling Labs


Scope out the problem statement. What is our goal. What do we want to look like after the process?

STRAP - Tactics - The Selling Labs


Inquire - what is going on? What's not working. What IS working? Generate initial ideas, aim high, think big

STRAP - Response - The Selling Labs


Debate, socialise, get view & prioritise. Test a few small, fail-safe ideas

STRAP - Advice - The Selling Labs


Refine ideas with feedback

STRAP - Progress - The Selling Labs


Implement: launch the plan, review and adapt

Meet the Founders

Managing Director

Natalie is an experienced business coach, previously Director of New Business for Google, a role that saw her play a crucial part in refashioning the tech industry’s sales process and enabling double-digit growth in that billion-dollar sector. A former Group Manager of DMG/Associated Newspapers, Natalie also oversaw the readership growth strategy for a group of leading newspapers including The Irish Daily Mail and The Irish Mail on Sunday.

Natalie has worked internationally extensively and in complex and emerging industry sectors. She is the lead consultant of The Selling Labs and advises tech leaders on how to optimise their business performance by developing and implementing strategies garnered from the best practices of leading international organisations.

Creative Director

Seamus is a communications specialist, originally a business journalist and specialises in media and marketing affairs. He was the PPI Editor of the Year during his tenure at Irish Marketing Journal and was the former Editor of Deadline magazine and WHAM! He has written for many of the Country’s leading national titles most notably The Irish Independent, Irish Times, Sunday Business Post, Business & Finance and Magill.

An avid photographer and ornithologist, he is also the lead singer with the performing group, Ukeristic Congress. He is a graduate of the College of Marketing and also holds a qualification in Film Production and in Sound Engineering. His first short film Il Bel Corvo was screened at the 6th Richard Harris International Film Festival in 2018.

Founders' Values

The Selling Labs Heart
The Selling Labs - Equality
The Selling Labs Diamond

Let's get started

We want to work with you to increase your sales now.