I was sitting at my desk, staring out of the window.I had just come off another call with a lead. On paper, it was a good conversation. They were interested, engaged, and asking sensible questions.And yet the same thought hit me again... Why is this so hard?Not the work itself. It was the explaining that drained me.Every call felt like starting from zero. I had to reframe what I did, restate the outcomes, and fill in gaps that should not have existed in the first place.I had traffic. I had plenty of it. But sales still dragged.Everything relied on follow-up, memory, and me being fully “on” every single time. That kind of friction is expensive.It costs sanity.It costs time.It costs money.Once I noticed it, I could not ignore it.The problem was not leads or effort. It was friction between what I understood and what the business was actually communicating to prospects.So I stopped trying to sell harder and instead, I started fixing the gaps.I fixed the language. I fixed the moments where people hesitated, got confused, or needed reassurance before moving forward.The thinking went into the copy first. Then it went into the systems. Then it went into automation and AI so that the business did not rely on me holding everything together.There were fewer explanations and movement from interest to action became cleaner and more predictable.I had finally made it easy for people to say yes.If this feels familiar, and sales feel heavier than they should despite decent traffic, do not add more noise.Start by finding the friction.If you want a second pair of eyes on where things are sticking, send me a message and I will ask a few questions that usually surface it quickly.

Aaron Caister

Flowbird UK

As EV Director at Flowbird, I play a pivotal role in shaping the future of the harmonised approached to Parking and Electric Vehicle charging. 

My responsibilities in this role encompass:

Strategic Leadership: Crafted and disseminated the EV charging strategy for H2 2023, ensuring that the UK aligns seamlessly with our global EV product roadmap and provisions.

Supply Chain Collaboration: Fostered and nurtured relationships with key supply chain partners, positioning Flowbird as a trusted collaborator in the EV charging ecosystem.

Operational Excellence: Streamlined business processes to enhance efficiency and introduced an iterative project management framework, ensuring adaptability and responsiveness to the dynamic EV landscape.

Sales & Relationship Management: Leveraged my skills in sales management and interpersonal relationship development to drive growth and foster meaningful partnerships.

Team Development: While the formation of my dedicated team is slated for 2024, I've been laying the groundwork for a cohesive and high-performing unit that will further our mission.

Vision: I'm deeply committed to amplifying the potential of destination charging as a sustainable and efficient solution for EV drivers in the forthcoming decades. 

As the EV landscape evolves, I'm excited to lead Flowbird's efforts in pioneering innovative solutions that cater to the needs of the modern EV driver.

EV Director - UK, Ireland and Nordics

YourParkingSpace

EV Director

SWARCO Smart Charging

I headed up a team of six that pursues new business in the fleet, commercial, workplace and home charging segments at SWARCO Smart Charging. 

Part of the larger Swarovski family-owned SWARCO business, SWARCO smart charging is a brand that is recognised as the trusted go-to supplier offering high-quality EV charging solutions for EV drivers and fleet managers for the past 12 years.

Head Of Business Development

EO Charging

I was responsible for defining and executing product distribution sales strategy at EO Charging. 

During 2021 I transitioned EO from selling directly to installers, end users and distributors to a distribution only sales model. This galvanised our relationships with electrical wholesalers. This was one of my first goals when joining EO, and was completed in Dec 2021. 

For 2022 I also restructured the commercial approach of EO Charging to the distribution market, resulting in a more rewarding proposition for distributors and installers.  

My team were responsible for managing relationships with electrical wholesalers and distributors as well as installers. This approach to the market results in benefits for the installer, the distributor, and EO Charging as a supplier.

Head of Distribution Sales

Rexel UK Ltd

Product manager for:
Electric Vehicle Charging, 
Renewable Energy, 
and Data Networking

Also experience of managing: Cable, Wiring Accessories, Fire & Security,

Product Manager

Edmundson Electrical Ltd

Managed a dynamic team of 7 staff.
Motivated staff in all areas of the business and confirmed day to day activities are working towards long term goal.
Developed my team through focus on regular training. 
Reacted and adapted the business to accommodate changing client needs. 
Managed, systematic project delivery from supply perspective.
Regular contact with clients, building strong relationships.
Responsible for all areas of the business including, commercial strategy, staff hiring & redundancies, stock control & management, customer experience. 
Made sure that company Health & Safety guidelines were followed. 
Prepared quotations for clients from drawing “take offs” for Lighting, Power, Data, and Fire Systems. 
Lighting design from site visit to ReLux presentation to clients.
Quarterly meetings with Regional Director to discuss business progression.
Yearly forecast meeting with company CEO, shareholders and directors to give formal presentation of prior year and next year business.

Profit Centre Manager

Responsible for customer experience 
Managed inventory, including which product lines were stocked

Buyer/Sales Manager

Responsible for growing and managing customer base. 
Visit with customers to discuss on going projects.
Demonstrate features and benefits of new products on the market.
Deal with range of customers from Managing Directors to electricians on the tools

Account Manager

Supported external sales team by quoting projects and following up with clients.
Handled incoming calls to the profit centre.
Took over from Inventory Controller as required.

Internal Sales Consultant

Responsible for dynamic route planning
Customer service

Van Driver

With 7+ years working in the electric vehicle (EV) charging solutions sector, I leverage considerable hands-on experience to help organisations embrace sustainable transportation using a collaborative approach.

As a leader launching major expansions around new equipment models and charging locations, I know a key ingredient for success is coordinating software, operations and objectives.


I am proud to support our solution, which overcome three primary obstacles:
- End user experience - Making adoption effortless through easy charge-while-you-park Park&Charge payment. 
- Funding - Providing completely turnkey fully funded charging solutions. 
- Analytics - All data available in one place, ready for analytics or reporting.

Our solution lets organisations benefit now from installing chargers while preparing for widespread electric vehicle use later.

Our background with parking equipment gives me unique ability to deliver convenient, driver-friendly charging networks.

As transportation evolves, I want to team-up with businesses to create next generation infrastructure fitting their needs.


I'm motivated by sustainability and how charging improvements boost loyalty, retention and revenues.


Passionate About:
// Electrification of transport 🚙 
// Renewable energy ♻️ 
// BIG ideas (REALLY big ideas) 🤔 
// New technologies 🤖 

Personal HIGHLIGHTS:
Project - Strategic, forward thinking, adaptable, methodical, tenacious. 
Client - Strong customer service background, client focused. 
Electrical - Detailed knowledge of LV electrical systems, installation experience. 
Technology - Competent in Microsoft Office and Google Suite (particular passion for Excel). Keen interest in new technology.

taplio

The Battle

Aaron Caister

Joe Rowley

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