Finding Sales Professionals Is Easy. Knowing Who to Hire Is Hard.
Staring down another stack of sales resumes? You're not alone — it's complicated, but I can help.
“$35M to $150M. 60 employees to 400. Ten years, one partnership. Ash has left more than fingerprints on our business.”
Tyler Van Dyke · CEO, T&T Power Group
I understand the pain and frustration of trying to hire for sales
If any of these sound familiar, you're not alone.
- Your open role is hard to fill.
- You're working way too hard just to keep the seat covered.
- Your internal team keeps trying, but never finds the right fit.
- Your competitors already hired the leader you wanted.
- Deep down, you know the right people would take you further.
- Your sales team keeps missing quota.
You don't need another candidate. You need the right one. That's not the same search.
I struggled to hire salespeople who lasted — for years. Then I spent the next decade studying why performance doesn't travel, and how to fix the selection process... Ash
The Solution
The Sales Leadership Certainty System™
A better way to make a high-stakes hiring decision.
The Sales Leadership Certainty System™ is built to meaningfully improve your odds of hiring the right person for your team. It combines the established science of hiring, adapted through my own experience — hundreds of interviews, hires, and mistakes along the way.
I'm still a researcher at heart, so it hasn't stopped evolving. Every search adds evidence, and the system keeps adapting because of it.
The goal isn't to pretend hiring is risk-free. It's to replace as much guesswork as possible with evidence.
Built and refined over 15+ years of recruiting, assessing, and developing leaders inside real businesses. Now it's your turn.
THREE WAYS TO HIRE BETTER
The right approach depends on what you're building and how urgent the gap is. Here are the three ways I help you get the right sales team in place, so you can keep growing without missing a beat.
Your Next Sales Leader, Found
I run the full search (diagnostic, market mapping, assessment and offer) so you get someone proven to succeed in your business, not just on paper.
- Full role diagnostic + direct market outreach
- Every finalist goes through a full Final Candidate Review
- 90-day onboarding partnership
- Walk-away guarantee: stop paying anytime in the first 6 months
You Found Them. I Make Sure They're the One.
You've done the search and you're down to a finalist. Before you sign the offer, I put them through the same assessment process behind every search I run, and hand you a scored report you can stand behind.
- Psychometric, cognitive and skills testing
- Three-hour structured interview with me
- Real-world role play built around the job
- Benchmarked against your own top performers
- Reference checks + scored, documented report
I Cover the Seat, Not Just Advise
I personally run your sales or HR function until your permanent leader is in place.
- Walk-away guarantee: stop paying anytime in the first 6 months
- Full audit of how you recruit, select and support your leaders
- Ends the moment you no longer need it
- Limited availability, offered alongside my search practice
$ to $$$ shows relative investment, not price. Exact fees are confirmed once I understand the role.
View FAQs
Retained Search FAQ
What is retained search, and how does it actually work?
Retained search is an engaged, diagnostic-driven process, not a résumé-matching service. Every search runs through the Sales Leadership Certainty System™: Diagnose, Define the Role, Find the Leader, Prove the Fit, and Accelerate Success. It's built around your business, not a generic candidate database.
What roles do you recruit for, and how long does a search take?
Leadership roles like VP Sales, Director of Sales, Commercial Director, and GM, plus hard-to-fill individual talent like key account managers and sales engineers when the role controls major accounts. Timelines vary by role and market, and every search starts with a diagnostic conversation.
What does it cost, and how is it paid?
Retained search is the middle of the three options ($$). The fee is based on the new hire's first-year compensation and paid in stages: some at kickoff, some when your new hire starts, and the rest over their first six months on the job. That staging is how I share the risk with you. If you're genuinely unhappy in the first six months, you stop paying. I'll walk you through the exact numbers on our first call.
What happens after the hire starts, and what if it doesn't work out?
I stay involved through a 90-day onboarding partnership. If you're genuinely unhappy at any point in the first six months, you simply stop paying. No dispute, no clawback of what's already been paid.
What size of company, and what situations is this built for?
Founder-led or family-owned Ontario companies, roughly 75 to 750 employees and $25M to $500M in revenue. Most of my work is with construction, building-products, and industrial manufacturing companies, though the fit is really about size and structure more than sector.
How is this different from a staffing agency, or doing it ourselves?
Doing it yourself looks free, but the real cost is your time and the cost of a hire that doesn't work out. A staffing agency matches résumés at volume and is usually paid when someone starts, whether or not they last. I build a plan around your business first, assess every finalist the same way, and get paid over your new hire's first six months, backed by the walk-away guarantee.
Final Candidate Review FAQ
What is a Final Candidate Review, and when do I use it?
It's a second opinion on the person you're about to hire. You've run your own search and you're down to a finalist or two. I put them through the same assessment process behind every search I run, so you know what you're really hiring before the offer goes out.
What's actually included?
Psychometric, cognitive and skills testing. A three-hour structured interview with me. A role play built around the real job. Reference checks. You get a scored, written report with a clear recommendation, not a personality printout you have to interpret yourself.
Why do you assess some of our own people too?
Because "good" looks different in every company. A few of your strongest performers complete the same assessments, so your candidate is measured against what already works in your business, not against a textbook average.
What does it cost, and how long does it take?
It's the lightest of the three ways to work with me ($), priced per candidate. I'll confirm the fee once I know the role. Timing is set at kickoff and built around your offer date, so the review never becomes the reason you lose the person.
Is the process legally defensible?
That's the point of it. Every candidate is assessed against the same job-related criteria using validated tools, and the results are scored and documented. It's built with the Ontario Human Rights Code in mind, so you have a clear record of why the decision was made.
How is this different from Retained Search?
Retained Search means I handle everything, start to finish, including sourcing and outreach. The Final Candidate Review picks up at the end: you found the person, I make sure they're the right one. Same assessment rigour, applied to your candidate instead of mine.
Fractional VP of Sales or HR FAQ
What is Fractional VP, and how does it work?
When there's a gap at the top of sales or HR and leaving it empty isn't an option, I step in personally and run the function myself (managing the team, making the calls, keeping the business moving) until the right permanent person is in place.
How much time would this involve, and how long does it last?
Scope and time commitment are worked out based on what the gap actually needs. There's no fixed term. It ends the moment you no longer need it, whether that's a permanent hire or the gap otherwise being resolved.
What does it cost?
It's the biggest investment of the three ($$$). It runs as a monthly retainer, scoped to what the gap actually needs... usually heavier at the start, then tapering as things get moving. And the walk-away guarantee applies: stop paying anytime in the first 6 months.
Do you review how we hire while you're in the seat?
Yes. Along with running the function, I audit how you recruit, select and support sales leadership: the profile you hire against, how candidates are interviewed and assessed, and how a new leader gets set up to succeed. The next hire is the one that has to last.
What happens when the arrangement ends? Is there a handoff?
Yes. I help transition the new permanent person in, the same way I do with any placement, so the interim period doesn't cost you momentum.
How is this different from hiring a full-time VP, or from Retained Search?
There's no salary, benefits or long-term commitment... just a monthly retainer you can walk away from in the first six months. Retained Search is about finding your permanent leader; Fractional VP covers the seat while that search happens. Several clients use both together.
I have been trusted by SMB businesses (like yours) across Canada since 2009.
From local manufacturers to national service companies, I've helped hundreds of businesses over my 25+ years in HR and sales consulting build better teams.
Let Me Help YouAshley's ability to align HR and business strategy has been a game-changer for us.
Allan Tereschyn
President, GNI Management Group (Construction)
Ash's executive coaching helped shift how our senior managers, sales staff, and customer service teams operate. Ashley understands how small and medium-sized businesses really work — his strategic HR knowledge allowed him to add real value to our company.
Ian Stevens
CEO, Execulink Telecom
Ash completely overhauled our sales and marketing process. From the beginning of the program to the end of the year, our sales increased by over 30 percent.
Jim Gemmill
CEO, Donaldson and James (Staffing)
These are a few of my client engagements — not the full list, but the ones that best show what a multi-year partnership can produce.
Learn more about my history, my values, and motivations.Meet the Family
Wesley Capital is a family-run business, by design, not convenience. If you work with us, you're getting a small team that's personally invested. It's been a dream of mine to run a business with my kids and family — I'm so glad it's finally here.
Ashley Wesley
Founder & HR Expert
With over 25 years in HR, recruiting, and sales leadership, Ashley personally oversees every search — from the first diagnostic call through the new hire's first 90 days on the job.
Carter Wesley
Researcher
Graduating with a degree in Economics from the University of Guelph, Carter researches candidates and writes on labor market issues relevant to hiring.
Cohen Wesley
Marketing Coordinator
Currently studying health science at the University of Guelph, Cohen brings a genuine love for social media to managing our outreach and content.
Bart Wesley
Senior Advisor & Podcast Co-Host
A President's Club-winning sales rep and successful entrepreneur in the veterinary industry, Bart brings firsthand experience of what it takes to build and lead a winning sales team.
Howard Wesley
Business Advisor & Podcast Co-Host
A President's Club-winning sales rep turned educational trustee and community committee leader, Howard now runs nonprofit housing — bringing a perspective on hiring and social impact our clients value.
Ashley, Bart, and Howard also co-host The Wesley Brothers podcast together.
