We help companies sell more, through elite human and AI sales teams, AI-driven selling, marketing, and publishing.

Our Group Companies:

Our History

Success Moves Group was founded in1990 by Alex McMillan, a visionary sales trainer, consultant, and author who began trading under the Success Moves brand. Initially serving a mix of large corporates and scaling mid-sized firms, Alex quickly recognised a critical flaw in the traditional training model: companies were investing in generic sales programmes without any diagnostic insight into what was working or failing.

Rather than delivering one-size-fits-all content, Alex pioneered a more forensic approach. He introduced audits and behavioural analysis that addressed everything from goal setting, motivation, and leadership to objection handling, negotiation, and closing techniques. This shift laid the foundation for a consultancy model focused not just on education, but on transformation.

Alex qualified a postgraduate from Imperial College in Management Science and to deepen his impact, Alex qualified as a teacher and became a certified trainer in NLP (Neuro-Linguistic Programming). He later coined the term “Model Me” to describe another NLP (Natural Language Processing) of AI agents. An early signal of the group’s future direction. He often jokes now that he uses a lot of NLP in his NLP of AI Agents!

Through years of consulting, Alex observed recurring operational weaknesses in sales organisations: poor systems, weak processes, and a widespread aversion to admin. These insights led him to author a series of books, all available on Amazon, and to develop proprietary training formats that delivered measurable ROI.

One breakthrough came while training a stockbroker firm in Frankfurt. Despite positive feedback, staff turnover was alarmingly high, with only one in ten recruits reaching productivity over target. This inefficiency inspired the creation of the Interview Process Day, a structured campaign combining marketing, filtration, assessment, and roleplay to identify high-performing sales talent. It also sets them up for success. It remains a flagship product, sold with performance guarantees.

By the 2000s, Success Moves had expanded into packaged programmes, hired staff, and opened offices. The group earned a reputation for maximising sales productivity in the investment sector, a focus it maintains to this day.

Alex’s mantra “You don’t want salespeople, you want sales” became a rallying cry for founders and CEOs. It reframed sales training and marketing as vehicles, not outcomes, and redirected attention to systems, messaging, and conversion logic. His books became powerful marketing tools, generating long-term visibility and profit while promoting client brands.

Today, Success Moves Group includes a publishing arm dedicated to sharing entrepreneurial success stories, amplifying authority, and driving inbound interest.

Our Leadership Team

Joining the group was David Guy, a senior executive with a background in enterprise-level technical and communications firms. Starting as a software coder, David now serves as Customer Service Director, bringing operational rigour and client-centric thinking.

Paul Leopard followed, bringing aerospace-grade expertise in workflows, productivity, and quality management. His engineering mindset helped shape our consultancy’s operational excellence.

Together, this core team represents the fusion of sales psychology, systems thinking, and strategic execution that defines Success Moves.

Our Mission

We enter every client engagement with one goal: to increase sales. Whether through AI-powered lead generation, automated workflows, programmatic advertising, or strategic consultancy, we build systems that convert.

Many companies fail with AI because they buy tools without understanding the architecture behind them. We build that architecture, from lead scoring to follow-up automation, ensuring consistency, scalability, and results.

Dubai Expansion

Our Dubai office reflects our commitment to global growth. We provide sales management consultancy across industries, with a strong presence in real estate. We help build remote, commission-based teams—both human and agentic—and advise on long-term planning, vision alignment, and operational design.

Dubai’s success lies in its ability to plan across generations. We mirror that ethos, helping clients build sales infrastructure that endures.

Hi, David here, Director of Customer Service. You can email or call me below.
david.guy@successmoves.co.uk  +44 (0)7870180081