Senior B2B Sales Partner & High Ticket Sales Specialist

Senior B2B Sales Partner

Strategic Sales Advisor & Business Growth Specialist.
Founder & Principal, Cassell Group Australia.

Simone Cassell is an accomplished B2B sales professional, senior sales partner, and strategic advisor with over 20 years of hands-on experience driving revenue growth across complex, competitive markets. With a B2B corporate sales career spanning FMCG (Fast Moving Consumer Goods), Health & Wellness, Communications, and Professional Services, Simone is highly recognised for her ability to convert high-stakes sales conversations into sustainable commercial outcomes.

Known for her assertive yet human selling style, Simone partners closely with clients as a trusted revenue advisor, bringing structure, confidence, and consistency to high-stakes sales.

She is the Founder of Cassell Group Australia, a specialist B2B Sales Coaching, Advisory & Business Development firm established in 2022, to support Australian SMEs with targeted, results-driven sales strategies.

A Career Built on Sales Mastery & Commercial Insight

Simone’s career has been shaped by extensive, frontline face-to-face B2B and B2C sales experience, spanning both tangible products and high-value intangible offers.

Over two decades, she has closed complex B2B deals, managed strategic accounts, led business development initiatives, and partnered with leadership teams to unlock stalled revenue pipelines. Her experience spans both large corporate environments and entrepreneurial ventures, giving her a rare, well-rounded commercial perspective.

Throughout her corporate career, Simone held senior commercial roles as Sales Executive and National Account Manager, representing thousands of health, wellness, and consumer brands, and has worked with leading organisations including Unique Health Products, Caruso’s Natural Health, Rockport Footwear (True Alliance), Berlei & Playtex Lingerie (Hanes Australasia), Oroton Group, and Singtel Optus. Across these roles, she generated millions of dollars in revenue through ownership of large national B2B customer portfolios, driving new business, upsell, expansion, retention, and long-term account growth at a national level.

What distinguishes Simone is not only her commercial performance, but her exceptional ability to build rapport and trust across all levels of an organisation. She is equally effective engaging C-suite executives, founders, commercial directors, and operational teams, quickly adapting her communication style and aligning conversations. This ability allows her to navigate complex buying committees, long sales cycles, and nuanced objections with confidence and authority.

Entrepreneurial Leadership & Business Ownership

In 2015, Simone founded Cassell Coker & Co Organic Whole Foods, a retail, wholesale, and corporate gifting business within the organic food sector. She successfully built the brand from the ground up, overseeing product development, supplier relationships, sales, marketing, and operations, before selling and exiting the business in 2022.

The past decade of business ownership fundamentally shaped Simone’s approach to sales. She understands firsthand the pressures business owners and leaders face — cash flow, margins, growth decisions, and risk. This perspective enables her to sell not just a product or service, but a commercial solution, aligning sales outcomes with operational capability and long-term business health.

Cassell Group Australia: Sales Coaching, Advisory & Pipeline Management

Through Cassell Group Australia, Simone works with SMEs nationwide, delivering full outbound sales pipeline management, sales coaching, and advisory services. CGA partners closely with clients to design and execute tailored strategies that improve lead conversion, strengthen client engagement, and create sustainable revenue growth.

Simone’s advisory work focuses on elevating sales capability from the inside out, refining messaging, improving sales conversations, strengthening objection handling, and embedding repeatable systems that perform beyond individual personalities. Her approach is practical, direct, and commercially focused, ensuring results are measurable and aligned with business goals.

High-Ticket Sales Partner & Closer (B2B & B2C)

Simone operates as a High-Ticket Sales Partner & Closer, specialising in B2B offers. She partners with founders, consultants, agencies, and professional service firms to support complex, high-value sales conversations where trust, credibility, and precision are critical.

Simone leverages over 20 years of B2B and B2C sales expertise and more than a decade of business ownership to act as a true revenue partner, not just a transactional closer. Her style is consultative, assertive, and commercially astute, balancing deep listening with decisive leadership to move opportunities forward. She is particularly effective in high-stakes environments where prospects require clarity, confidence, and strategic guidance to make informed decisions.

Known for her calm authority and strategic questioning, Simone excels at uncovering real buying motivations, addressing unspoken objections, and aligning solutions to commercial priorities. Her strength lies in her ability to hold senior-level conversations that feel human, grounded, and outcome-focused, resulting in stronger close rates and higher-quality client relationships.

A Trusted Sales Partner

At the core of Simone Cassell’s work is a deep respect for the craft of sales. She views sales not as persuasion, but as partnership and value creation. Whether advising leadership teams, coaching sales professionals, or closing high-ticket B2B deals, Simone brings clarity, integrity, and commercial excellence to every engagement.

She is widely regarded as a trusted senior sales partner, one who understands that revenue is not just about closing deals, but about building businesses that last.