Vital Questions · vitalquestions.co.uk
The right question changes everything.
Vital Questions is the coaching and advisory practice of Greg Williams, helping leaders, sales teams and the people who manage them think more clearly, decide more confidently, and understand how buying decisions are really made.
What I do
One belief, applied two ways.
For more than thirty years, in boardrooms and on sales floors, my work has come down to a single conviction: the right question, asked at the right moment, unlocks better thinking than any amount of advice. That is where the name comes from, and it runs through both halves of what I do.
Executive, leadership & sales coaching
One-to-one and team coaching for leaders, managers and salespeople. It helps you cut through complexity, find the root of a challenge, and reach decisions you own and are motivated to act on. Supportive when it needs to be, challenging when it counts.
How I coach →How buyers really decide
Helping sales teams and their managers understand how enterprise buying decisions are really made, so conversations create confident buyer progress instead of comfortable activity, and MEDDPICC describes real evidence rather than seller optimism.
The buyer journey →Coaching & advisory
I don’t give you the answer. I help you find the one you’ll act on.
My coaching style is Socratic: I ask thought-provoking questions and challenge your thinking, rather than handing you a method to follow. That is deliberate: the solutions you reach yourself are the ones you understand, believe and actually carry out. Clients tell me the sessions are as empowering as they are challenging.
It doesn’t try to change who you are. It builds on your strengths and sharpens them. Whether you’re a leader deciding how to take a business forward, a manager shaping a high-performing team, or a salesperson navigating a complex deal, the work is the same: reach complete clarity on what you want and how to achieve it.
Executive & leadership
A sounding board for leaders making consequential decisions, offering the right level of challenge and support to identify the real challenge, define motivating goals, and move.
Management & teams
Helping managers unlock the potential in their people, build high-performing teams, and develop a coaching style of their own instead of an inspecting one.
Sales coaching
One-to-one and deal-review coaching that develops salespeople by building on their strengths, sharpening how they think about buyers, not just what they know.
In their words
What clients and colleagues say.
I hired Greg as a coach when deciding how to take my company forward and determine my longer-term goals. His style is both supportive and challenging. He knows when to use the right approach to help me identify the root cause and define goals I’m motivated to achieve. For me personally, it is life changing.
Steve GoughManaging Director, Critical Elements LimitedGreg is an incredible coach and mentor. What stands out most is his tailored approach: a knack for asking thought-provoking questions and challenging you in ways no one else can. Instead of providing answers, he encourages you to find solutions on your own. It’s significantly contributed to my personal and professional growth.
Anna RistovaSales & software trust, regulated / AI-powered worldWhat I really appreciated was his coaching style. He doesn’t try to change who you are; he builds on your strengths. My favourite thing was deal reviews: he never just gave you answers, he’d ask thoughtful questions that made you figure out the best next move. He makes you better without ever making you feel like you’re being taught.
Inna GuleacData & integration foundations for insurance transformationGreg questions everything. I have personally benefited hugely from his Socratic approach. Many of the decisions I had to make were influenced and improved by his technique. When we went on a SaaS transformation journey, his expertise became instrumental to the successful transformation of the sales organisation.
Greetje BrosensChief Sales Officer · Strategy & Growth · Board memberGreg worked with me for nearly a year and was a fantastic coach. He helped me challenge myself and my managerial style, which led me to build and shape a high-performing, dynamic team. Through his carefully considered feedback he helped me unlock the potential in my team.
Richard HayesChief Strategist, Transaction Banking · People LeaderGreg has a unique ability to understand any given scenario, and he can coach, guide and upskill you to reach the answer. It is awe-inspiring. He is hard-working, a skilled communicator, and always willing to help others.
Jemimah MakananiChannel Sales Manager, UKI & Benelux · DevSecOpsThe best part of working with Greg was the ease of conversation. He has an amazing ability to help one navigate through a complex maze of relationships, priorities and attitudes to discover the limiting factors of one’s performance. I would highly recommend Greg to anyone looking to enhance the performance of their team.
Ali A. AnsariFounder · enterprise transformation & AI-first systemsGreg is a motivational coach who has the ability to inspire people at all levels. His career experience combined with his desire to help people realise their potential makes him an exceptional, down-to-earth coach. He delivers what matters.
Louise LuntHead of Delivery · Financial ServicesSales performance · The buyer journey
Deals rarely stall because sellers lack technique.
They stall because buying is hard. Inside every significant purchase is an organisation trying to make a decision it makes perhaps once a decade: aligning stakeholders, justifying investment, managing risk. Meanwhile the sellers around it mistake activity for progress.
A meeting has happened, a demo has been delivered, a field has been populated, so the deal is assumed to have advanced. But activity is not progress, and the difference shows up exactly where it hurts most: at the end of the quarter.
Vital Questions closes that gap, helping sales teams understand how buying decisions are really made, so their conversations create confident buyer progress instead of comfortable activity.
Looks green, closes red
The forecast says commit. Every field is complete, every meeting went well. Then the deal dies at executive approval, or quietly slips into next quarter. Again.
The no-decision graveyard
Your biggest competitor isn't a rival vendor. It's the buyer deciding, after months of evaluation, to do nothing at all.
Busy pipelines, quiet buyers
Plenty of seller activity, encouraging conversations, positive contacts. No observable movement inside the buying organisation itself.
The discovery that discovers nothing
Buyers answer politely, sellers record diligently, and neither side learns anything that moves the decision forward.
For teams that run MEDDPICC
When qualification becomes theatre.
Most sales teams that adopt MEDDPICC end up in the same place: complete fields, hollow deals. "Who's your economic buyer? What are your decision criteria? What's your timeline?" The buyer experiences an interrogation that helps the seller's CRM and gives the buyer nothing, so the answers become polite fictions, and the forecast is built on recorded opinion rather than observable fact.
The framework isn't the problem. The problem is what teams believe qualification is for, and that belief is rarely examined, because it feels like common sense.
It's the kind of shift that has to be experienced rather than summarised, which is exactly how Vital Questions delivers it. If your team runs MEDDPICC and your forecast still surprises you, that shift is probably the conversation worth having.
Who this is for
For teams that sell into complex buying decisions.
Vital Questions works with sales teams and their managers, particularly those who already run MEDDPICC and want the framework to describe real buyer progress rather than seller optimism. The emphasis throughout is on improving commercial conversations, buyer confidence and decision quality.
This is not another sales methodology, and it doesn't replace the one you have. It changes how your team thinks about enterprise buying: how buying organisations actually make significant commercial decisions, and what buyers need before they are ready to move forward.
About
About Greg Williams
I’ve spent my career in sales leadership, sales excellence, complex B2B selling, behavioural assessment and commercial coaching, and alongside it as an executive, leadership and sales coach to individuals and teams. Vital Questions brings both together: the coaching practice and the sales-performance work, under one roof, built on the same belief in the power of a well-placed question.
My experience spans SMB, mid-market and enterprise sales environments with organisations including Dell, Verizon Business, Orange Business Services, Trend Micro and Synopsys. I’ve worked as a new business seller, account manager, sales manager and sales director, as well as in sales excellence and sales enablement roles focused on improving the quality of commercial conversations between sellers, managers and customers.
I also spent two years with management consultancy BearingPoint, working on a sales organisation transformation programme across the UK, France and the Middle East. That experience confirmed one of my core beliefs: sales teams don’t change because they adopt a methodology. They change when managers create the routines, challenge, coaching and commercial standards that make a methodology real.
My certification in Thomas behavioural assessments reinforced another belief at the heart of my work: many sales problems are behavioural rather than procedural. Sellers often know the right question. The issue is whether they can bring themselves to ask it.
As Customer Success became a central part of the revenue organisation, I saw the same avoidance patterns extend beyond new business: in account growth, renewal risk, stakeholder access and commercial conversations too often softened by warmth, adoption and satisfaction scores.
After more than thirty years working in and on sales organisations, I’ve seen every one of these conversations happen. More than once.
Contact
Ready to talk?
A thirty-minute conversation is the right first step, whether it’s coaching for you or your team, or how your sales organisation sells. No deck, no pitch.