About Swagger Sales™

What Is Swagger?

Swagger is not arrogance. Swagger is confidence.

The confidence that comes from understanding the true value propositions of your products and services to your clients, and of how each part of their organization (end-users, procurement and the C-Suite) measure this.

From building client engagement strategies that play to your strengths, rather than your competitors.

And the confidence that comes from giving your team the “street skills” needed to confidently and quickly prepare for and execute every meeting to advance the ball towards a profitable sale.

The team at Swagger Sales really challenged our thinking on how to manage critical opportunities. Their advice delivered a massive return on investment – I can’t recommend them highly enough.”

Our Leadership Team

Simon Letchford (NYC)

Chief Executive Officer

Simon loves sales and is passionate about delivering transformational performance improvements to commercial teams. With a successful career as an executive and entrepreneur, Simon brings over 25 years of commercial experience building and growing award-winning technology and professional services businesses in the USA and Australia.

Simon holds a Bachelor of Engineering with Honors from the University of Sydney, Australia. Simon has completed the New York Marathon twice but has recently decided that golf courses are more his pace. He lives in New York City with his wife and two daughters.



Louis Werth (NYC)

Chief Operations Officer

Louis is a global citizen who has been based in the USA, Europe, Africa and Australia. His broad commercial experience spans technology, sales leadership, procurement and professional services. From IBM Sales Management in the 1990’s, Commercial Director for the EasyGroup in the 2000’s, an accredited commercial advisor to some of the Australian Department of Defence’s largest commercial projects, to being the Managing Partner of a professional services firm through the COVID19 crisis, Louis brings a wealth of experience and insights.

Louis holds a Bachelor of Science in Business Management. He is driven by working in, with and managing companies that truly aspire to a high-performance culture and profitability. Louis is open, direct and embraces people that are proud of selling.

He is married and owns three small geriatric dogs that are not well trained.



Debbie Spurgeon (London)

Director of Commercial Excellence

Debbie spent 10 years in FMCG with a leading UK wine and spirits manufacturer and has since had over 20 years as an expert consultant and advisor to sales leaders and teams in Europe, Asia-Pac and the United States. Previous roles included Head of Teaching for an Australian commercial skills training company as well as numerous sales and sales management roles. Debbie has trained over 15,000 sales professionals from young reps through to CEOs, delivered numerous customized projects for global clients and is responsible for in-house training for commercial excellence within Swagger Sales.

Debbie’s hobbies are keeping fit, yoga and shopping!




Preetam Bale

Head of Technology

Preetam has 12 years of IT experience in end-to-end product management, system design, solutions architecture, development. technology consulting and mentoring.

He has built and managed teams of up to 50 developers across India, China, Canada, Mexico and the US, and worked directly with product leaders and senior executives to deliver complex product roadmaps.

His experience spans retail, communications, mortgage, industrial and finance domains with clients including FritoLay, FreddieMac, AT&T and ING Vsysa Bank.

Preetam is a Salesforce expert and holds Bachelors of Engineering in Information Science and Engineering and an MBA in Operations Management.

Our small but powerful team of Swagger experts are “corporate refugees”.

​We’ve held senior executive roles in Fortune 500 companies, we’ve started, run and sold our own businesses, we’ve won lots of big deals across four continents – we’ve lost our share, too – and we’ve got plenty of battle scars to prove it.

Now, our passion is to use our experience to help our clients learn the short-cuts to success – spring-boarding performance, accelerating careers, helping your team enjoy the sales process more, and making shareholders smile.

Let’s Work Together

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