Sue Welman

Corporate Coach
Telephone: 011 646 0240
Mobile Number: 082 926 1107
Email Address:
Greenside, Johannesburg, Gauteng, South Africa

Areas of Expertise

  • Executive Coaching
  • Insights Facilitator
  • Organisational Development
  • Leadership & Team Development
  • Business Coaching
  • Enneagram Coaching
  • Strengths Coaching


  • Colgate Palmolive (Africa)
  • Rand Merchant Bank
  • Pick’nPay
  • Optimumcoal
  • Ocean Basket (RSA & Cyprus)
  • Anglo American
  • MTN
  • Hannover-Re
  • Standard Bank
  • Fintech

Coaching Philosophy and Approach

Sue is a practicing executive coach, believing that focusing on the whole person enables sustainable change which directly benefits the organisation. She believes that it is by our interactions with people that we are defined and develop as human beings. By its very nature, this connection with others is complex and awareness of ourselves often enables a greater understanding of the other person.

Her decision to join True North allows Sue the unique opportunity to combine her drive to build successful business with her passion to help develop successful people.

Previous Background

Prior to joining True north she held the position of Associate Director in Data Management (Governance, Risk & Compliance) at PricewaterhouseCoopers (PwC). She worked across industry groups, delivering consulting services to the financial industry, telecommunications, metals and mining, healthcare, education, government entities and consumer services.

Sue’s strengths are building businesses, developing leaders, growing teams, working with teams under stress, communication and conflict management. Sue has a rare ability to combine an innately analytical mind with seemingly effortless people skills. She is as driven by company results as she is by inspiring people to achieve them. In short, she is a natural leader who thrives on connecting with people and inspiring them to achieve.

She holds the need for empowered transformation within organisations close to heart and the necessity to put in place foundational and developmental programmes in place to support this. Her understanding of the strategic drive required within an organisation, coupled with her focus on the people aspect enables her to creatively hold the tension that often develops. This interest led her to become accredited as an Insights practitioner.

Coaching Work and Experience

Sue’s areas of expertise include coaching human performance and development, process coaching and team coaching. She has worked with executive levels where communication breakdowns have occurred or where a new vision for the company is required.

She has been selected as one of only 10 coaches to coach the executives of an International Bank.

Educational Background

Sue has a BA Honours Degree and has attended several facilitation and assessment courses as part of her on-going professional development.

She is a certified Integral Coach having completed the Integral Coaching Methodology, Coaching to Excellence and Associate Coaching Courses from the Centre for Coaching, GSB at the UCT. She is also completing her Master Consciousness Coaching course. These programmes are ICF accredited and run in partnership with New Ventures West (USA). She is also an accredited coach with the International Coach Federation.

She is accredited to work with the Insights profiling tool and the Enneagram and performs Perceptual Audits for True North.

Sales and/or Marketing Coaching

People love to buy from and they hate to be sold to. Based on this there has been a move away from being just a sales person to becoming a trusted advisor. Our sales coaching addresses your individual strengths and weaknesses, looking at what holds you back, what works and what doesn’t.

Based entirely on your desired outcome, we devise a sales coaching programme consisting of skills transfer, coaching and regular meetings with stakeholders to review progress and performance. Using case studies, we will help you work on networking, qualifying leads, building trust and ultimately closing the deal.

Additional offerings include interviewing your existing client base to collate input on their experience, 360-degree feedback from colleagues and a sales-profiling tool.

Our sales coaching is suitable for:

  • Both individuals and groupsin sales roles.
  • Those at a management level looking to define the sales strategyof the organisation.
  • Anyone wanting to develop selling skillssuch as questioning, understanding customer needs, proposing solutions and handling objections.
  • Members of your sales team who may be facing self-doubtduring low periods.
  • Those in Key Account Management roleswho want a sales training programme that teaches them to manage strategy, understand structural hierarchy and maintain healthy professional relationships. 

Strengths Coaching

Historically companies have focused on people’s weaknesses instead of celebrating their strengths. It is a leader’s responsibility to focus on the team’s strengths because this is what motivates people, makes them passionate about their job and ultimately improves their performance.

At True North, we conduct our strengths coaching through a programme created by Marcus Buckingham called StrengthsFinder. Originally developed in the United States, this personal assessment tool has given millions of individuals a new way of positively describing their inherent talents.

Strengths coaching is perfect for:

  • The restructuring of teamsto maximise output.
  • Both groups and individuals.
  • Teams who are looking for an inspiring workshop.
  • Identifying and activating dormant strengths.