AI did not create the professional services problem. It removed the option of ignoring it. The old model pushed all selling up to Partner level and priced by the hour. The firms that can actually change fast enough are the small ones.
Fraser Morrison
Fraser Morrison is CEO and founder of 1000Steps, a B2B sales consultancy working with software, engineering and professional services firms. He has worked in sales since 1989, starting in financial services in the UK before moving to Singapore, where he is now based.
His career includes senior sales leadership roles at Victoria Investment Planning, GAN Assurances and Canada Life, and fifteen years at Affinity Financial Consulting, latterly as CEO. He founded 1000Steps in 2015.
Fraser studied for more than three years under Stephan Schiffman, the New York Times bestselling sales author. That work, combined with a difficult middle stretch of his own career, shaped the view that runs through everything 1000Steps does: sales is a process, not an art. Process above the person, applied with discipline, is what makes performance repeatable.
He is also an ambassador for the Scottish Business Network.
Articles by Fraser Morrison
Hunter and Farmer Was Never Really a Sales Model
Hunter and farmer had a good run. Here’s why splitting sales into two jobs quietly costs revenue, and what a capability map does that a label never could.
Accountants, Auditors and Selling in the 21st Century
Accounting and audit firms often treat growth as something that just happens on its own. It doesn’t. Fraser Morrison breaks down the real challenges practices face in selling today, and what to do about each one.
Mastering LinkedIn Navigator
LinkedIn Sales Navigator is one of the most powerful tools available to B2B sales teams, but only when the model behind it is right. This article covers the six-stage framework for building lists, managing contacts, allocating team roles, and converting engagement into qualified meetings.
Heading for Slow-Burn Sales Failure? 4 Early Signs
Sales failure rarely happens overnight. Learn 4 signs of a slow sales collapse and how to spot them early. Real insights from Fraser Morrison of 1000Steps.
B2B Event Strategy: How to Turn Trade Shows Into Revenue
Learn how to turn B2B exhibitions and events into a high-performance sales channel. Real strategy, clear steps, and proven ROI. Built by experts.
Top Traits of a Great Salesperson
The 10 key traits and fundamentals that make successful salespeople in 2025. Learn how discipline, authenticity, and process-driven selling gets you ahead.
How Do You Use Time to the Max?
Fraser Morrison shares how he structures his time, team, and meetings to run 18+ sessions a day, scale fast, and still make it to his son’s event.
AI and Lead Generation: Where Are We and What’s Next
As AI floods the funnel, learn how to optimise lead gen, nurture every contact, and use channels AI cannot touch to stay ahead.
Want to talk this through with someone who has done it?
Thirty five years of B2B selling across the UK, Singapore and the wider region, applied to your pipeline. Start with a conversation about where your revenue is actually stalling.