Prestigious London awards recognise achievements and performance in sales


Financial expert and business growth specialist Mike Coady has been chosen as a finalist in the highly competitive Sales Director of the Year category at the British Excellence in Sales Management Awards (BESMA).

BESMA is a highlight of the sales industries’ events calendar, and serves as an opportunity point for industry peers to gather and celebrate outstanding achievements from individuals, teams and organisations.

Contenders for BESMA must be nominated for the awards by industry peers based on performance, leadership and a host of category-specific criteria.

Coady was nominated based on his track record as principal sales influencer in the global financial services arena, where he advises and collaborates with the industry’s top brands.

His 20-year track record of success, ability to catalyse explosive sales, and build motivated teams through a uniquely interpersonal approach, saw him excel in a crowded list of achievers nominated to the category.


“I am inspired and humbled in equal manner to be nominated by my industry peers for awards as prestigious as BESMA. I’ve always believed that a motivated and driven sales function serves as an organisation’s beating heart, and is essential to supercharging growth. Quality sales processes are also the most powerful driver of client retention and satisfaction, and I am delighted to be able to showcase what an effective, motivated and high-performing sales function can achieve for a company,” said Coady.


Coady’s selection to the BESMA finalist shortlist was boosted by his collaboration with brands such as the deVere Group, Guardian Wealth Management, Barclays, Woolwich & Prudential.

In the last fifteen years alone, Coady has also opened twenty new global wealth management offices for some of the world’s leading brands, while personally managing close to 30 offices globally. He has also taken the lead in launching new services brands in the wealth management, corporate planning, mortgages, workplace education and real estate sectors.

Coady believes in a sales function constantly engaged in learning. He has been instrumental in introducing and encouraging the use of L&D technology within the financial services industry.


“I have devoted my career to helping brands excel at serving clients better through training, motivation and the right L&D structures. Technology-assisted L&D is a very useful tool in building effective sales teams. I believe looking after, and effectively, mentoring, our distribution teams is one of the key ways of improving client satisfaction, performance and results across the board in the global financial services arena. A high-performing sales team where individuals also excel is beneficial for everyone,” added Coady.


Coady’s teams are known for their performance, and their ability to snap up industry & business accolades.

Coady has previously been recognised as top financial adviser across both UK and global financial markets. His BESMA finalist position adds to a slew of industry accolades including:

  • Fellow of the Institute of Sales Management (FISM)
  • Fellow of the Institute of Directors (FIoD)
  • Most Innovative Provider of Client & Business Development Services (CEO Monthly)
  • Number 1 Regional Director – deVere Group
  • Number 1 Regional Manager – deVere Group
  • Number 1 Senior Area Manager – deVere Group
  • Number 1 Area Manager – deVere Group
  • Number 1 City Manager – deVere Group
  • Number 1 Financial Adviser / 500 – deVere Group
  • Number 1 Financial Adviser / 1,600 – Barclays
  • Number 1 Financial Adviser / 400 – Woolwich
  • Salute to the Stars Winner – Prudential

As a finalist, Mike Coady will be attending the BESMA judging event at De Vere, Holborn Bars in London on September 11th 2019. The awards ceremony will take place on 15th November at Wembley Stadium.


Rebekah Roe, Managing Partner at Coady Performance Group added “Mike pushes himself just as hard as he pushes his teams and clients – he quite simply leads from the front. We are so very excited for the coming months and are thrilled at his BESMA nomination and finalist position. From us all at Coady Performance Group – a huge well done!”


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