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Founder · Sales & practical AI adviser
John Wicks
Decades of experience helping small businesses turn technology, sales activity and commercial ambition into practical growth.
Since 1996Commercial sales experience
20+Years focused on SMEs
Hands-onStrategy through delivery
John WicksFounder, The Green Agents Limited
A career built on selling
Commercial experience across products, services and long-term contracts.
John started his sales career at age 20. He spent the first ten years helping consumers with investments, then moved into the commercial sector in 1996, with more than 20 years focused on SMEs. He has built a career and a business around understanding customers and winning their confidence. His experience spans sports equipment, insurance and investments, high-end print machinery, capital equipment, computer hardware, software, services and maintenance contracts.
John brings that understanding of people into each client company, helping owners identify suitable prospects and build a sequence of qualified sales conversations. That breadth informs his work with SME owners today: understanding the offer, finding suitable buyers, explaining value and following an opportunity through. Automated outreach supports the process; commercial judgement and human conversations determine what happens next.
John has worked in commercial sales since 1996, including more than 20 years working with SMEs. His experience includes technology sales and marketing alongside a wider range of products, services and contracts.
His career includes senior sales and marketing leadership at Future Office Solutions, where he developed a detailed understanding of how SMEs buy technology, how sales teams behave under pressure and why perfectly good businesses often struggle to create consistent new-business activity.
At Future Office Solutions Limited (FOS.net), John instigated the company's work towards Microsoft recognition for its small-business expertise. John says the company became the first partner worldwide, in a network of 12,000 partners, to receive Gold Small Business Expert recognition and that Microsoft sent him a congratulatory letter.
John also completed the Dale Carnegie course he describes as “How to Win Friends and Influence People”. He received the course's Gold Award after recognition by his peers in a group of 35 participants.
That experience shaped The Green Agents: a practical commercial partner for businesses that need more than a campaign. John helps owners understand their best market, sharpen the proposition and build the people, process, outreach and follow-up needed to create a working sales function.
Practical AI and agents experience
Applying AI in his own business, then sharing the lessons.
John uses AI and agents extensively to run The Green Agents with a small team. He also builds business apps and created Studio, giving him direct experience of turning business processes into working tools. His own agents help with email reading, morning and evening reports, outreach drafts, social media design, invoice sending and debt follow-up. John says they save him hours in his business. His consultancy draws on that hands-on experience: understanding the task, giving an agent useful context, reviewing the result and deciding which actions still need human judgement.
He helps SME owners explore where AI could support everyday work and new-client activity, starting with a manageable workflow and clear responsibilities. Commercial experience and understanding people remain central to how he qualifies opportunities and builds relationships.
Explore John's practical AI consultancy →How John works
Understand the whole business before prescribing the sales answer.
Find the right market
Identify the organisations and decision-makers with the strongest reason to care.
Make sales workable
Create a clear process, sensible measures and responsibilities people can maintain.
Stay involved
Help with outreach, conversations, recruitment, structure and continuous improvement.
A practical point of view
“We are not chasing vanity. We are building pipeline.”
John's approach is grounded in meaningful commercial progress: reaching appropriate organisations, creating conversations, understanding objections and ensuring every worthwhile opportunity has a next action.
Technology can make activity faster and more consistent. Human judgement decides who to approach, what to say and when a conversation is worth pursuing.
Read John's outreach article →Sales strategy · Business development · Technology