Stephen Cheevers, the entrepreneur and sales trainer behind Trojan Horse Sales, has been recognized as the Top UK Sales Mentor of 2025. The award highlights his extensive track record in transforming sales professionals and business owners across multiple industries through his distinctive coaching methodology and corporate-backed credentials.
Cheevers built his reputation through early success at Audi and Vodafone Corporate, where he delivered the largest regional business deal in Vodafone corporate history at just 24 years old. This foundation in high-stakes sales environments laid the groundwork for his transition into entrepreneurship, where he has since founded and scaled multiple ventures including Trojan Horse Sales Consultancy, The Coaches’ Mentorship with co-founder Tony McAleavey, Performr, and Dumb Merch Shirts.
His sales training programs focus on equipping professionals with frameworks for triage calls, strategy calls, and high-ticket sales conversations. The training combines classic persuasion techniques with modern buyer psychology through what he calls the Trojan Horse Sales Method. Cheevers has also developed AI-powered sales training simulators and KPI dashboards designed to deliver the same intensity and rigor used by elite athletes.
The coaching approach has produced measurable outcomes for clients. One fitness professional reported scaling from £4,000 monthly revenue to consistent £15,000 months within a few months of mentorship. Another client noted the uncomfortable but necessary feedback that helped break through performance barriers. Cheevers describes his style as direct and brutally honest, focusing on call control, emotional connection, objection handling, and decisive closing techniques.
Beyond individual coaching, Cheevers has demonstrated entrepreneurial success across his ventures. He built his first company, a digital marketing agency, to a six-figure run rate in its second month and reached £100,000 by month eight. The Coaches’ Mentorship grew from zero to a seven-figure run rate in just 18 months and successfully expanded from the UK into the United States market.
His work has trained hundreds of sales professionals globally through his “Sell Anything to Anyone” seminars, which blend corporate-level expertise with entrepreneurial insight. Cheevers states his mission clearly: “Sales is the most powerful skill in the world. If you can master communication, confidence, and connection you can create opportunities anywhere, in any industry. My mission is to give people that power.”
The recognition comes as Cheevers continues to expand his portfolio of coaching services for closers and entrepreneurs, working with everyone from brand-new sales professionals to established business owners navigating high-ticket deals. His programs serve professionals, business owners, and entrepreneurs worldwide who seek to improve their sales performance through ethical, confident frameworks backed by proven systems and accountability structures.