Local Knowledge. Wider Perspective.
Working with businesses, founders and commercial teams across Ireland and England, alongside engagements with enterprise and professional organisations.
The Experience Behind Sales Craft
Sales Expertise.
Business Understanding.
Leadership Experience.
Joe Dalton brings more than three decades of practical experience in sales, business development and commercial leadership to helping B2B companies improve the way they sell.
Joe Dalton is an Irish-based B2B sales consultant, author and creator of the Sales Craft Commercial Standard. Working globally with founders and CEOs of established B2B companies, he helps improve sales conversion, strengthen sales processes, reduce founder dependency and make revenue more predictable. From award-recognised sales performance and business ownership to international markets, enterprise education, public speaking and media coverage, his work is grounded in doing business,not just talking about it.
30+ years
Sales & business experience
International
Client & market experience
Sales Craft
Author & methodology creator
Joe Dalton · Sales Craft
More Than Sales Techniques
Understanding Sales
From Inside a Business
Sales is Joe Dalton's specialism. But his understanding of commercial performance has been shaped by much more than sales training.
He has sold directly to customers, developed sales teams, worked with business owners, operated businesses, entered international markets and supported organisations with complex commercial challenges.
That wider perspective informs the Sales Craft Commercial Standard: a structured approach that helps businesses become less dependent on individual selling habits and more consistent in how they win work.
“Good salespeople matter. But a business should not depend entirely on individual instinct to produce consistent results.”
The principle behind Sales Craft
The Foundation
A Career Built
On Actual Sales Performance
Before developing a methodology, Joe built his commercial experience by selling.
Across his sales career, Joe received multiple performance awards and incentives, including cash prizes, incentive holidays, gifts and other recognition for sales achievements.
These experiences were earned in commercial environments where performance was measured through results, customer relationships and the ability to win business.
Over more than 30 years, Joe worked across sectors including automotive, retail, technology, software, manufacturing and complex B2B sales.
His work today draws on those practical experiences alongside his later roles in business development, leadership, mentoring and commercial improvement.
Recognised Sales Performance
Repeated sales achievement awards and
performance incentives.
Different Industries & Markets
Experience adapting to different customers,
buying environments and commercial challenges.
Real Commercial Conversations
Selling, managing opportunities, building
relationships and progressing complex decisions.
International Experience
Working Across
Markets and Borders
Joe's commercial background spans Ireland, the UK, Europe, North America and Asia.
Cross-Border Business
Client experience across European markets, including exposure to international trade, SME development and commercial leadership.
Business Development in America
Experience with clients in the United States, alongside previous businesses with operations or bases in San Diego and Washington, D.C.
International Client Work
Working with clients in South Korea, adding further perspective on different markets and business cultures.
Diplomatic & Business Forums
Invited to contribute to an international trade panel involving representatives from Balkan countries.
SME Development
Experience contributing to European discussions and programmes concerning business development for SMEs.
Business & Education
Sharing Experience
Beyond the Sales Department
Alongside his commercial work, Joe has contributed to enterprise programmes, student development, leadership education and business events.
MBA Leadership Talk
Invited to speak on leadership to visiting MBA students from the University of Georgia during their educational trip to Ireland.
Student Enterprise Support
Worked with student entrepreneurs Bidemi Afolabi and Lauren O'Reilly on their enterprise development. The founders' project, ProMotion, subsequently won Trinity's Tangent LaunchBox 2020 competition.
Supporting Business Development
Client engagements and work involving Enterprise Ireland, New Frontiers, Local Enterprise Offices and Irish small-business organisations.
Guest Speaking & Lecturing
Guest talks and educational engagements including DUT, sales apprenticeship education, and college events in Cavan and Navan.
Junior Chamber of Commerce
Invited speaking experience with the Junior Chamber of Commerce, sharing practical business and professional insights.
TEDx Speaker
Joe's speaking experience includes a TEDx talk, alongside business, leadership, sales and entrepreneurial events.
Enterprise Development
Supporting
Emerging Entrepreneurs
One example of Joe's contribution to enterprise development involved working with Trinity College Dublin students Bidemi Afolabi and Lauren O'Reilly.
Joe worked with the founders during their early enterprise journey. Their venture ProMotion went on to win Trinity College Dublin's Tangent LaunchBox competition in 2020.
Trinity's published announcement independently documents the founders' achievement. Joe's involvement reflects his own mentoring experience rather than a claim to have won the award himself.
View the official Trinity College announcement →
From Experience to Enterprise
Helping people turn ideas into real commercial opportunities.
Mentoring, questioning, commercial thinking and understanding the needs of customers are principles that apply from student enterprises to established B2B companies.
Business Ownership & Media
Building Businesses.
Taking Ideas to Market.
Joe's experience includes founding and developing businesses, bringing new ideas to market and communicating complex propositions to customers and international audiences.
Genetic Performance
One of Joe's previous ventures was Genetic Performance, an Irish business focused on genetic testing and personalised sports performance insights.
Joe was involved in founding the business and held responsibility for global sales and business development.
The venture operated internationally, including commercial activity in the United States, and attracted coverage from Irish and international news and media outlets.
Although the business subsequently closed, the experience shaped Joe's understanding of innovation, market entry, positioning, entrepreneurship and the commercial realities of building a company.
Independent Coverage
“The experience behind good business decisions is often built by actually being in business.”
The Genetic Performance story is documented in contemporary reporting from 2013 and 2014.
The42 · 2014
Dún Laoghaire-based firm providing
the Genetic Performance edge
Interview with Joseph Dalton on the company's
product, commercial ambitions and
international business.
↗
The Irish Times · 2014
A natural selection solution to your sport
Independent coverage and commentary
concerning Genetic Performance.
↗
IrishCentral · 2013
Irish startup seeks to revolutionize
the sports world with genetic profiling
Coverage of the venture's
international growth ambitions.
↗
Irish Independent · 2013
Dublin company launches DNA sports testing
Reporting on the business and its approach
to personalised athletic performance.
↗
American Television Coverage
Featured on
CBS Sunday Morning
In April 2014, Genetic Performance was featured in a CBS Sunday Morning segment exploring genetic testing and athletic training.
Joe organised the television opportunity as part of the company's wider promotional and international business development activity.
The televised interview featured company representative Tom Murphy, rather than Joe personally.
It is an example of the commercial opportunities and media exposure Joe helped develop around an emerging business.
Watch the original CBS Sunday Morning clip →CBS Sunday Morning · 6 April 2014 · Feature about Genetic Performance. The segment is presented as coverage of the company, not a personal television interview with Joe.
Broadcasting & Communications
Taking Business Stories
to Wider Audiences
Joe's wider business and speaking history includes television distribution, podcasts, press appearances and educational media development.
Business Television Interview
Joe appeared in one television programme that was subsequently distributed through Amazon TV, Apple TV and a women's television channel.
Guest Conversations
Invited onto multiple podcasts to share his thinking on sales, leadership, business development and commercial performance.
Educational Animation
Credited as executive producer on a children's educational animation project explaining the rules of Gaelic football, hurling and camogie. The project's eventual release or use is unconfirmed.
Author, Broadcaster & Thought Leader
Turning Experience
Into Knowledge Others Can Use
Sales Craft
Joe is the author of Sales Craft, drawing on his experience in selling, sales conversations, customer behaviour and commercial development.
Getting It Wrong to Get It Right
Joe hosts a podcast exploring the experiences, setbacks, decisions and lessons behind business, leadership and personal development.
TEDx & Business Events
Alongside his podcast and book, Joe has delivered talks at TEDx, business events, educational institutions and enterprise organisations.
What It Means for Clients Today
All That Experience.
One Commercial Focus.
Helping established B2B companies make sales more consistent, measurable and predictable.
Experience alone is not a process. Companies need a way to bring knowledge, judgement, conversations, qualification, CRM information, follow-up and management together.
That is the purpose of Sales Craft.
Joe works with founders, CEOs and commercial teams to identify what is already working, where opportunities are being lost, and what needs to change.
The aim is to establish a commercial standard that experienced people can apply without losing their personality or individual strengths.
Better Sales Conversations
Understand customers, ask stronger
questions and communicate
value more effectively.
More Consistent Opportunity Management
Apply clearer qualification,
agreed next steps and
dependable follow-up.
Reduced Founder Dependency
Help the team progress important
deals without depending on the
founder to rescue every opportunity.
More Predictable Growth
Create a repeatable commercial
approach that can be measured,
coached and improved.
Explore the Thinking Behind Sales Craft
Experience Matters.
The Method Matters Too.
What Is a Commercial Sales Standard?
Understand why consistent selling requires more than individual ability.
What Is Sales Maturity?
Learn how organisations develop repeatable sales capability.
Making Sales More Predictable
Understand how consistency in the commercial process can support healthier growth.
Sales Craft Commercial Standard
The Experience Is Important.
What You Do With It Matters More.
If your business already has good people and genuine opportunities but sales performance remains inconsistent, there may be a more dependable way to manage how deals are won.
Let's look at your existing commercial operation, identify where opportunities are being lost, and understand what improving the sales process could mean for your business.