Develop Coaching CEO Greg Wilkes grew his construction company past one million pounds using just a spreadsheet and disciplined routine, no fancy tools needed
What’s happening: Real-world experience demonstrates that simple spreadsheets combined with disciplined weekly habits outperform sophisticated software that sits neglected.
Why this matters: For businesses paralysed by tool selection or convinced they need expensive platforms before taking action, this reality check removes barriers. When a construction company can reach seven figures using a spreadsheet and blocked calendar time, tool sophistication clearly isn’t the limiting factor for most operations.
The sales technology industry has convinced many business owners that consistency requires sophisticated platforms. Greg Wilkes, CEO of Develop Coaching, learned otherwise through direct experience.
“Most business owners kid themselves that sales consistency comes from hiring more bodies or buying a fancy CRM,” Wilkes states bluntly. “It doesn’t. Steady sales come from simple habits, done every week, without fail.”
His credentials for making this claim come from building his construction company past £1 million using tools most people would consider inadequate.
“I learned this the hard way when I grew my construction company past £1m with nothing more than a spreadsheet and a disciplined routine,” Wilkes explains. “No bells. No whistles. Just clarity and consistency.”
The system itself is remarkably simple. Start with one list containing every lead, every stage, and every next action. Update it daily. That’s the entire technical requirement.
“Start with one list: every lead, every stage, every next action,” Wilkes instructs. “Update it daily. A Google Sheet works fine. What matters is momentum.”
The momentum principle addresses a critical weakness in many sales operations. Prospects that don’t hear from you within seven days effectively disappear from your pipeline, regardless of what your CRM shows.
“If a prospect hasn’t heard from you in seven days, you don’t have a system, you have a leak,” Wilkes warns.
This perspective aligns with research on small business sales tactics, where consistent follow-up determines conversion rates more than initial contact quality.
Time blocking solves the execution problem. Rather than following up when you find time, you create time specifically for follow-up.
“Block two 30-minute follow-up windows each week,” Wilkes advises. “Treat them like client meetings. This alone will outperform a neglected CRM.”
Treating follow-up blocks as sacred as client meetings changes behaviour. Most people wouldn’t cancel on a client for minor interruptions. Applying that same discipline to follow-up windows ensures it actually happens.
Scripting key touchpoints removes another friction point. When you know exactly what to say, execution becomes easier.
“Then script your key touchpoints,” Wilkes continues. “Keep it human: a quick check-in, a value-add email, a site photo, a reminder of next steps. You’re building trust, not chasing.”
Beyond direct communication, Wilkes emphasises social media’s role in warming up prospects. Consistent posting creates familiarity before conversations even begin.
“And don’t ignore social media,” he adds. “Posting consistently keeps you visible, warms up future buyers and makes every follow-up easier because they already feel like they know you.”
The final element is measurement. Without numbers, chaos reigns.
“Finally, measure weekly,” Wilkes concludes. “How many leads? How many quotes out? How many converted? Numbers calm the chaos.”
For businesses convinced they need sophisticated CRM platforms before they can organise sales efforts, Wilkes’ experience offers a different path. Start with a spreadsheet, block follow-up time, script your touchpoints, post consistently, and measure weekly.
Those habits cost nothing but discipline. If they can take a construction company past £1 million, they’re probably sufficient for most early-stage businesses still searching for the perfect technology stack.
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