If you are a CEO or Business Owner and want your business to be in pole position ...

We will shift the way your people approach their sales conversations.

Less than 50% of businesses are reaching target, talent is getting harder and harder to hold onto and the economy today is more volatile, uncertain, complex and ambiguous than ever before (VUCA). Businesses need to review the growth of their people in conjunction with their pipeline and not just metrics in isolation.

If you are a Leader wanting to unlock the potential of your revenue generating staff...

We will ensure they take full responsibility for their results from a mindset and skillset perspective.

Leaders today have to be more than managers. They are responsible for the growth of their people and with that comes a different mindset and approach. We work with leaders who are open to new ways of business growth that are more aligned with the era of connection vs command and control.

If you are wanting to increase the number of women in sales and sales leadership roles...

We have approaches that will elevate the star power of that female talent.

We've heard the argument for more women in sales roles and more women in sales leadership roles. As women, we aren't going to stand on a soapbox, burn our bra or beat the drum. Instead we can support you in providing customised programs, group coaching or lunch and learns for your women - those with star potential!

3 Red Folders and Why You Might Want To Bookmark Us!

SCIENCE BACKED, EVIDENCE BASED sales approaches that will ensure your people consistently embrace, engage and execute BUSINESS DEVELOPMENT in all it's forms - mindset, prospecting, sales conversations, tenders, customer experience and ROI !


We need to ensure our baseline is strong!! When we hire Salespeople, Sales Leaders even Sales VPs, we need to know if they are who they say they are. We also need to know if they are coachable and open to growth, specifically in a sales and revenue generating capacity. Sales candidate screening tools and sales force evaluations ensure successful recruitment, solid sales growth, go to market approaches with strong value propositions, and positioning statements that differentiate you from the competition.

With a baseline of science and proven predictive validity, we provide three tools that give you a foundation for sales strategy, sales growth and consistent customer experience moments.  It also gives us a platform for qualitative and quantitative return on investment (ROI). These three tools include: Sales Role Screening, Sales Force Evaluations and Voice of The Customer programs to springboard you to further success.


3 Red Folders, Bernadette McClelland


Are you confident in hiring the right Salesperson, Sales Leader or VP of Sales, or do you hope and pray you get the right one?
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Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI


Have you ever wondered how effective your team really is? Have you doubted them consistently achieving targets?
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Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI


Nail your message to market and your relevance. Gain insights into your customer’s perception of your measurable business value.
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Selling more effectively, maintaining margin, eliminating discounts, lead generation, prospecting, sales leadership, consultative selling, solution selling, mindset, achieving KPIs and executing on KPA’s (key performance indicators) will ensure revenue generation and sustainable customer satisfaction. Regardless of the platform (training, facilitation, webinars, sales meetings, PD Days), our approach will maximise your training dollar and be a motivating factor in execution in the field.

These are the three pillars we believe generate maximum success for our clients – a focus on BUSINESS through lead generation (sales strategies, prospecting and process), a focus on BEHAVIOUR especially in consultative selling (psychology focussed sales behaviours and questioning skills) and a focus on the BRAIN through sales leadership (reviewing the science behind consistent success).


Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI



Designed to hone in on finding the right kind of clients, our focus is on business growth through lead generation, value propositions and positioning statements. We review all kinds of prospecting from direct mail, LinkedIn, the telephone and beyond. We create clarity around the metrics and pipeline activities needed to achieve your growth targets in this area. Our signature program is aptly named ‘Pragmatic Prospecting’ so be prepared to roll up your sleeves. Highly experiential and results driven.

Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI



A business development pathway for sales professionals, business owners and those in non traditional revenue generating roles. In linking the psychology behind buying and selling our signature programme, ‘The #1 Sales Acceleration Program’ (delivered both online and offline) focuses on mindset, prospecting, consultative questioning, negotiation, mastering influence, story-telling skills, eliminating objections and asking for the business. Outcome focussed and experiential delivering ROI.

Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI



Skills such as accountability, ego management and coaching competencies are needed more than ever with our leaders. Brain based attributes such as critical thinking, mental readiness and executive function as well as generosity and inspiration are also needed to integrate the processes of business with the people in business. Our signature program, ‘The Science of High Performance’ helps our leaders become better all round coaches, as well as effective sales strategists, creating a win/win/win scenario for all.


For learning to be embedded and successfully executed, it needs to include three approaches – experiential, social and formal (referred to as a 70,20,10 Framework), and training alone is not as effective.  Another way we address this approach is through focussed coaching and mentoring (specifically around process, behaviours, key performance activities and mindset) where we include ‘on the job’ experiments. A recent client saw a 70% success rate in prospecting appointments as a result of this focus.

Yet another approach is through our online programs (replicating our face to face trainings) to provide added value and increase sustainable behavioural change. We also provide the opportunity for our sales leaders to do the training in-house themselves, and make use of those weekly sales meetings that are dead boring and numbers focussed. Those sales meetings no one really wants to attend or prep for – including the sales leader!


Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI


We provide Sales Coaching, Executive and Leadership Coaching as well as Group Coaching, internationally, regionally or locally. This can include ride-alongs, role plays, webinars, hot seats and client visits. What is key though, is knowing that we will only coach those we believe are deemed coachable and trainable. Our screening and evaluation tools provide the insights around this behaviour and also share the key areas where your people DO need coaching. If not, we will both be wasting time, energy and dollars. This loops back to understanding your strategic direction.
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Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI


Sales Meetings can be a complete waste of time or an opportunity to come together, learn, be inspired and be held accountable to a higher standard. What is your experience? Gain your competitive advantage in-house instead of paying thousands of dollars for an external provider. We can provide you with everything you need to run your sales meetings more effectively – slides, coaching cards, videos, access to online resources, any, or all of our online programs as well as accompanying mentoring sessions for the leader. You will become the true mentor in building sales force excellence!
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3 Red Folders, Bernadette McClelland


Our online sales training programs are an extension of our face to face sales training programs. As a value added resource to our new and existing clients, they provide further embedding of the learnings complete with workbooks, videos, quizzes, tasks and experiments to undergo in the field.  With over thirty five (35) different topics ranging from mindset, prospecting, account management, negotiations, money, emotional intelligence, neuroscience and so much more, this platform will lead to a more assertive team with higher retention rates, increased margins and a stronger culture.
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Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI, Tenders


Make your next Requests for Tender (RFT), Invitations to Tender (ITT) and Expressions of Interest (EOI) count! We provide full bid management, strategy and content development to help you with your next formal tender. We write clear, concise bids with complex requirements without sacrificing detail.
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Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI


Once a project is complete, our clients in leadership roles have the opportunity to enrol in our advocacy program over a six or twelve month period.  This is for a nominal fee so they can continue access to tools and resources, idea generation, a sounding board and accountability for their business. This is not coaching and is an invitation only service.
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Business Development, Mindset, Prospecting, Sales Conversations, Tenders, Customer Experience, ROI


The #1 reason I am asked to speak at PD days or sales kick-offs is because a fresh perspective on key topics is needed from someone other than the leader. A new voice, different questions and a challenging yet inspirational environment will ALWAYS provide new ways of thinking – about the market, their business and themselves.
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Depending on the scope of work needed and your desire to explore additional growth, we are able to incorporate complementary ideas and insights to support your business, your team and your leadership even more. Please contact us right now to have that exploratory conversation.

Read Our Awesome Clients Case Studies (scroll left or right)

Are You Our Typical Client? We Hope So!

We work with businesses whose revenues are in excess of 10 million dollars. Our clients are in the Manufacturing, Construction and ICT fields that sell hardware based products and capital equipment. We also work with Service-Based Business that are wanting to create an everyone sells culture. Both groups have 3 main concerns:

  1. Not having consistent sales results or an effective sales process
  2. Not having a strong enough positioning statement and value proposition
  3. Desperately trying to lead a team, hold them accountable to their results and, especially in this time of uncertainty, generate a culture of high performance and growth.

Companies we have worked with [see case studies] have increased top and bottom line results, added 30% revenue increase in one case, doubled revenue on a project in another case and blitzed their client advocacy scores in yet another another. Our best practice system will ensure you win as well!

B2B Sales Roles Lost by 2020 (Forrester)
Budgets Not Being Met (CSO Insights)
SME Businesses Close Their Doors In First 3 Years (ABS)

Meet The Two Faces of 3 Red Folders

3 Red Folders, Bernadette McClelland

Bernadette McClelland


Having held senior business development roles in Corporate Australia, owning a 7 figure family business and successfully helping a variety of businesses for nearly 3 decades, large and small, locally and globally, Bernadette McClelland has a strength for seeing patterns in people’s thinking and behaviours. This passion for human potential guarantees she gets you! She is a respected industry resource poised to help grow your people and your business so you can do more of what you are paid to do.
3 Red Folders, Bernadette McClelland, Danielle McClelland

Danielle McClelland

Business Manager

Having spent a decade in the RAAF, Danielle’s leadership roles crossed information and communications, as well as training and recruitment. In swapping her Sargent’s cams to pursue a career in sales and management in the corporate world, and bringing a wealth of experience, service and disciplines brought from military based VUCA environments, she is responsible for managing the business operations for 3 Red Folders to support their clients even more.


THE HUNTER COMPETENCY (A Salesperson’s competency)

THE RELATIONSHIP BUILDING COMPETENCY  (The quality of a salesperson’s business relationships)

THE CONSULTATIVE SELLER COMPETENCY (A salesperson’s ability to take a consultative approach to a sales opportunity and uncover the compelling reasons to buy)

THE SELLING VALUE COMPETENCY (A salesperson’s ability to quantify the opportunity and be the value rather than sell on price)

THE QUALIFIER COMPETENCY (A salesperson’s ability to thoroughly qualify an opportunity)

THE PRESENTATION APPROACH AND CONTEXT COMPETENCY (A salesperson’s ability to present the right content, to the right people at the appropriate point in time)

THE CLOSER COMPETENCY (A salesperson’s ability to get business closed on a timely basis)

THE MILESTONE-CENTRIC SALES PROCESS COMPETENCY (A salesperson’s ability to follow a staged, milestone-centric sales process)

THE CRM-SAVVY COMPETENCY (A salesperson’s mastery of, and discipline in, using a CRM)

Contact us for a complementary sales audit of you and your team on the complete 21 sales competencies by completing the details to the right.


“There is no greater wealth than wisdom, no greater poverty than ignorance; no greater heritage than culture and no greater support than consultation.” Ali ibn Abi Talib

Why You'll Love Working With Us


We Do The Lifting!

We partner with companies that offer world’s best practice when it comes to leadership and sales performance. What this means is we design, deliver and develop platforms that are 100% tailored-made for you.  From this we create experiments that are relevant, giving you a strong ROI and sense of ‘I have made the right decision’.


We're Brain Based!

We don’t just offer growth and development from a skills and behavioural perspective, we go the extra yard and include the science behind why we do or don’t execute. This evidence based and science backed approach provides a self awareness that generates a higher performance mindset and stronger self accountability .


We're Hands On!

Working with a boutique agency has its positives. One of our values is ‘generosity’, and we ensure that our hands on customer experience produces the wow! factor before, during and after our engagement. This intention of ours doesn’t just differentiate us in our market place, it is designed to create differentiation for you, as well!


And...We Get You!

We are salespeople and have also held leadership roles. What this means is, ‘we get you’. We understand the blocked pipelines, the uncertainty of holding a team accountable, the fear of stepping into a leadership role and so much more – that’s why we can talk your language and help you play a bigger game!

The Manifesto of 3 Red Folders

Open your mind and think with depth,

Open your heart and lead with love,

Open your hands and work with intent,

You are here, right now, because this assignment called ‘leadership’, or ‘business’, or ‘entrepreneurialism’ showed up, and you said, ‘YES!’

Not because you’re great, not to make money, not to change the world, not to build a business – but because it stared you down, you stared it back and deep in your soul, your being and your essence, you knew it was your turn to create.

Many will never get you, many will walk away, many will stay within the confines of their status quo worlds, many will question your intent and only a few who cross your path will be cut from the same cloth.

In parallel, you may not ‘get you’ at times, you may also want to turn on your heels and drop anchor in a comfortable place, from where you know you will forever regret settling, and you may more often than not, question where you are going and what you are doing.

It is you ChangeMakers, who want to give and grow and continue to create, yet have no logical reason for choosing this path, except to say ‘it is in you’!

You are our people.

We are not only on assignment with you; we are you…

And we are here to conspire for your success – together!

What's Important To Us

Integration – We keep our brain and our body healthy for optimal performance.

Ethics – We think principles and values are important in addition to maximising results

Generosity – We provide resources to others without hesitation

Curiosity – We like to seek alternative options by asking awesome questions

Influence – We ask others what they want before talking about what we want

Get In Touch!

We are looking forward to start a project with you!

The first step begins with a conversation… let’s have that soon!


PO Box 318
Sunbury, VIC 3429

Business Hours

Mon – Fri …… 9 am – 5 pm
Sat, Sun …… Closed


1300 935 226 (Australia)
0011 61 3 9746 2171 (International)