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.
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.
Here's How We Put It to Work
You don't have to choose blind. There are three ways to use this system — I run the whole search, I build the plan and help you select while you recruit, or I step in personally when the seat can't sit empty.
Retained Search and Revenue Team Audit and Strategy both come with a walk-away guarantee: a modest fee to start, then you keep paying only as long as it's working — stop anytime, no dispute.
Book a Search DiagnosticI 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. He continues to lead our sales and HR strategies.
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.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.
You Recruit. I Help You Select.
I evaluate your current sales team, build your Ideal Leadership Profile, and create your recruiting plan — then stay involved through candidate selection, using the same structured assessment behind every search I run.
- Full evaluation of your current sales team
- Ideal Leadership Profile (ILP) + complete recruiting plan
- You handle sourcing and outreach
- I stay engaged through structured interviews and candidate assessment
- Walk-away guarantee
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
- Validated assessment + structured interviews
- 90-day onboarding partnership
- Walk-away guarantee — stop paying anytime in the first 6 months
I Cover the Seat, Not Just Advise
When the seat can't sit empty, I personally run your sales function until your permanent leader is in place.
- No retainer, no long-term contract
- Ends the moment you no longer need it
- Limited availability — offered alongside my search practice
View FAQs
Revenue Team Audit & Strategy — FAQ
What's included, and what do we do vs. what do you do?
I evaluate your current sales team, build your Ideal Leadership Profile, and create the recruiting plan. You run recruitment — sourcing and reaching out to candidates. I stay involved through selection: structured interviews, validated assessment, and helping you judge who's actually the right fit, not just who looks good on paper.
How is this delivered, and how long does it take?
The team audit is conducted onsite; candidate interviews and coaching happen virtually. Typical engagements run 1–3 months. Travel costs beyond the local area may be added separately.
What does it cost?
$10,000 flat — 40% ($4,000) at kickoff, then $1,000/month for 6 months. If the onsite audit requires travel outside the local area, that cost is billed separately.
What if we're not happy, and how involved are you once candidates start coming in?
I'm not handing you a report and walking away — I stay engaged through candidate evaluation and selection. If you're unhappy at any point during the 6-month payment window, you simply stop paying — no dispute, no clawback of what's already been paid.
Who is this for?
Businesses with the bandwidth and relationships to source and reach candidates themselves, but who want an expert eye on the harder call — knowing which candidate is actually the right fit, not just who interviews well.
How is this different from Retained Search?
Retained Search means I handle everything, start to finish, including sourcing and outreach. Revenue Team Audit and Strategy splits the work: you own recruitment, I own selection — plus the diagnostic and plan behind both. Same rigor, half the fee, because you're carrying half the labor.
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 — 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 — every search starts with a diagnostic conversation.
What does it cost, and how is it paid?
22% of first-year total compensation, paid in three stages: 20% at kickoff, 30% when your new hire starts, and 50% billed weekly over their first six months. The staged structure is the risk-sharing mechanism.
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 75–750 employees and $25M–$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 bad hire. A staffing firm matches résumés at volume and charges 15–20% regardless of outcome. I run a diagnostic-driven process at 22% staged over six months, backed by the walk-away guarantee.
Fractional VP of Sales — FAQ
What is Fractional VP, and how does it work?
When there's a sales leadership gap and leaving it empty isn't an option, I step in personally to run the function myself — making the calls, managing the team, 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?
$1,500 CAD per day, billed only for the days actually worked. No retainer, no minimum commitment, no long-term contract.
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.
Who is this for, and is it available right now?
Businesses with a genuine sales leadership gap who need someone actually running things, not just advising. Availability is limited — I take this on selectively alongside my search practice, so reach out and I'll tell you honestly if it's a fit.
How is this different from hiring a full-time VP, or from Retained Search?
There's no salary, benefits, or long-term commitment — you pay only for days worked. Retained Search is about finding your permanent leader; Fractional VP covers the seat while that search happens. Several clients use both together.
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.
