About Us
SellToEurope was founded by Richard Williams, who holds three European passports, speaks three languages and has spent seven years selling software across Europe. We exist to solve one problem: non-European businesses struggling to break into Europe due to a lack of local market expertise.
40% win rate in the UK,
15% in France?
Richard holds three European passports, speaks three (and a half) languages and brings seven years of Europe-wide sales experience. After growing up in the UK, he moved to Munich to further his career and take on the challenge of the DACH market.
Managing a pan-European pipeline, win-rate discrepancies soon became clear. Why could he close at 40% in the UK and only 15% in France? The answer was culture.
Selling to Europe is not like selling to the US. It is not one market but many, and to be successful here you need to know what makes each one different - that conviction is what SellToEurope is built on.
Through personal connections to Kazakhstan, Richard travels to the country regularly. On these trips he noted the exceptional density of entrepreneurial talent and emerging businesses, with little to no presence in Europe. That is the problem SellToEurope is built to fix.
We build European GTM Engines
Richard spent years running EU wide sales in SaaS companies before founding SellToEurope. We work alongside your AEs as one team, consulting, training, and getting our hands dirty.
Our approach is deeply consultative, tailored not just to the targeted markets but to your company too. People buy from people, not from faceless websites and certainly not from AI live calling avatars, which is why we only take on projects that we genuinely believe in.
We limit the number of companies we work with at once. This way we stay focussed and keep our quality high.
30+ markets, one buying continent.
Europe is not one market - it is a collection of markets with different buying norms, procurement cycles and reference expectations. Selling on a continent wide basis hurts win rates and stagnates growth.
We always work with regional playbooks and provide you with regional experts. If you need French SDRs? They will be native speakers. If you need Italian pitch decks? They will be developed specifically for Italian buyers.
Our Core Principles
- 01
We are curious
We are obsessive about making the buying experience as frictionless as possible for your customers, which means a deep interest and understanding of who they are, their culture, and buying preferences.
- 02
We get our hands dirty
We don't just prepare fancy presentations for you, we are prepared to join your live calls, coach your AEs, and even provide supplementary teams where needed.
- 03
We build for the future
We exist to generate revenue in Europe for non-European businesses. Once you are ready to transition to your own local team with boots on the ground, we support you every step of the way. We want to be part of your winning story.