Who We Are

Selling Profile is a key service provided by the team at Sales MBA Limited. We are experienced in sales and business strategy, and our focus is to help people and business' to grow.

Selling Profile is driven by Derek Gardner and his committed team. We are very passionate about the difference Selling Profile makes when applied to helping place salespeople in their most natural roles.

Strategically, Selling Profile is a definite game changer for companies, helping to fix the Insight Gap that exists when hiring and leading salespeople.

Added to Selling Profile, we also offer business strategy and sales improvement services.

Success Story
​“We used Selling Profile to accurately qualify key sales candidates. Our decision to implement Selling Profile was due to it being quick and easy to use. It's also concise and realistic in terms of understanding a candidate’s job fit and natural sales behaviour. I was blown away by how accurate it was when I profiled a group of our existing salespeople and managers, as well as our marketing team. selling Profile nailed every single person's personality and made it clear that this tool would be an asset in our decision-making.”
Paul Bullivant - Commercial Director - Plumbase


Meet the Team

We are dedicated, passionate and focused on helping you to deliver sustained success for your business. We live by our values, which are:

Do everything with honesty and integrity, treat everyone with dignity and respect.


Derek Gardner
Managing Director

Holding a Masters Degree in Strategy & Leadership, Derek is constantly searching for new ideas and ways to improve our business.

He has a successful track record of uncovering new industry-changing concepts and implementing them.

Derek has worked with major brands including O2, Betfair, Gossard and Nissan, helping them to deliver success.


Vera Vukomanovic
Operations Director

With more than 30 years in Operations and Customer Service, Vera is the energy that drives our Technical and Customer Service resources, ensuring that our business units run smoothly at all times.

Vera is passionate about service excellence and strives to deliver the best customer journey. Her experience includes working with companies such as Sony and Chiltern Railways.

An Example of Derek's Strategic Thinking That Changed a Marketplace
Following a chance encounter in 2004 with bleeding edge developers who at the time were building apps for gaming, Derek came up with the concept of sports betting on mobile. This was especially aimed at users who liked to attend live sports events, allowing them to bet in-play without the need to be in front of a computer

The idea was first taken to Ladbrokes, Coral, William Hill and Gala, but they declined as they felt it was in conflict with their high street stores, and they couldn't envision a future where people used their phones to bet. Derek then took the concept to Andrew Black and his Executive Team at relatively new entrants Betfair, and they jumped on the opportunity.

Betfair subsequently launched the world's first mobile sports betting app on the O2 XDA during the 2005 Ashes Series, and within six months around 300k new user accounts had been signed up, resulting in a revenue growth of eight figures per annum. Betfair had gained an 18 months advantage on the rest of the market, which allowed them to accelerate their growth and win a big chunk of market share from their more traditional competitors. This was achieved through a joint marketing and sales campaign between O2 and Betfair, where Derek worked closely with both companies’ marketing, technology and supply chain teams to deliver a great user experience on a brand new platform. And so betting on mobile was born, and today it is considered the best way to bet on sports as well as to access other games like casino, bingo, etc.