PAUL M. CAFFREY

Paul M. Caffrey is a B2B sales keynote speaker, author, and the creator of Prepared Selling™. He has spoken on 3 continents to audiences of up to 5,000, spent 14 years as a high-performing individual contributor in B2B SaaS sales, and co-authored The Work Before the Work™ with Phil M. Jones. He is a Professional Member of the PSA, an International Member of the NSA, a CPD Accredited trainer, and a Guest Lecturer at UCD Professional Academy.

Prepared Selling™ is a sales methodology developed by Paul M. Caffrey that systematises the preparation process elite sales professionals use before every meeting. Built around six habits — Achieve, Situation, Decision, How, Progress, Success — it transforms ad hoc pre-call preparation into a repeatable framework that improves win rates, discovery quality, and forecast accuracy.

The Work Before the Work™ is both a keynote framework and a book co-authored by Paul M. Caffrey and Phil M. Jones. It identifies the six hidden preparation habits that separate elite sales performers from average ones and packages them into a teachable, replicable system for B2B sales teams. Published in English, Spanish, and Greek. Endorsed by John Barrows, Bob Burg, and Todd Caponi.

Most sales methodologies focus on what to say or ask during a conversation. Prepared Selling™ focuses on what to think and do before the conversation starts — it is a preparation system, not a selling system. It works alongside any existing methodology a team already uses.

Paul primarily works with B2B SaaS and technology revenue teams, but the Prepared Selling™ methodology applies to any complex, considered sales environment where preparation directly impacts outcomes.

CROs and Sales Leaders — through keynotes, full-day workshops, and team masterclasses, Paul installs a preparation standard across revenue teams of 50 to 500 reps.

Founders building their first sales team — through the Prepared Selling™ Implementation programme, Paul builds and runs a complete sales operating system for early-stage companies targeting their first €1M in ARR.

Account Executives — through private 1:1 coaching, Paul gives ambitious AEs a repeatable prospecting and sales system so they hit quota consistently and build the evidence for promotion.

Paul M. Caffrey speaks about sales preparation — specifically how B2B sales teams can install a repeatable preparation system that improves pipeline quality, discovery, forecast accuracy, and win rates. His signature keynote is The Work Before the Work™, built for revenue teams of 50–500 reps.

To enquire about keynote availability, contact Paul directly at [email protected], call +353 87 164 8810, or complete the availability form at paulcaffrey.com or click here.