About Trinity Perspectives

Trinity Perspectives is a sales training and consulting company, specialising in Win Loss Analysis.

Trinity Perspectives was founded with a clear purpose in mind, to help B2B sales organisations answer one important question, “Why are we winning or losing deals and what can we do about it?”

In order to understand the constantly shifting landscape of B2B sales and remain relevant to your target market, we realised that one mechanism above all others was key: The ability to gather specific, measurable and timely feedback from your clients and prospective clients, as the primary gauge of your sales effectiveness.

We’ve spent years developing our Win Loss Program to remove the guesswork and expose the truth behind why you win or lose key deals. Uncovering the truth is just the first step of course. Once we’ve worked out the why, we actively work with you to deliver concrete change and improvement across your sales processes and people, so you can win more deals in the future. Our philosophy is simple, we help you open the door to more business and close more deals.

Established in 2011, Trinity is a sales training and consulting company specialising in Win Loss Analysis. We focus on medium to large B2B companies across many industries, but have specific domain expertise around the technology, telecommunications and professional services sectors.

Watch the video below to find out more about Trinity’s Win Loss program:

Our values


Our entire focus is on delivering value for you, and in return helping you deliver value to the customers you serve.


We challenge the status quo and in doing so, we challenge you to really listen to your customers and act on the insights they provide.


We remove the guesswork in the sales cycle and empower you with confidence, knowledge and a clear plan of action.


Our passion extends beyond our business to changing the negative perceptions of the B2B sales industry and helping sales be seen as a great career path for future professionals.

Our core team

Cian McLoughlin

Cian McLoughlin, Founder and CEO

The name Trinity Perspectives pays testament to the Irish roots of its founder, Cian McLoughlin.

Cian moved to Australia from his native Ireland in 1998. For almost 20 years, he held senior management roles in a number of the largest global IT providers including SAP Australia and Cognos. Cian’s expertise spans all aspects of the sales lifecycle from strategic sales execution, sales training and enablement, channel and alliances management, to Win Loss programs.

Author of the Amazon bestseller Rebirth of a Salesman (voted one of the Top 50 Sales Books in the world for the past 5 years), Cian is a regular sales and marketing commentator in the mainstream media. His sales blog has been selected as one of the Top 50 Sales Blogs in the world for the seventh year running by Top Sales World magazine.

Cian is passionate about changing the perception of the sales industry, exploding some of the negative stereotypes that exist, and providing his clients with proven tools and strategies to prosecute opportunities effectively and with integrity and authenticity.

David Merchant, Senior Consultant

Shelley McLoughlin, Head of Marketing and Digital

After a career spanning more than 15 years in Corporate Communications, Shelley joined Trinity from Macquarie Group in 2016. Shelley’s role includes responsibility for planning, developing and implementing Trinity’s brand, marketing and digital strategies in an online and offline capacity.

Shelley is also heavily involved in creating consistent and repeatable processes and documentation across all aspects of the Trinity business, to ensure our clients receive the quality and consistency of service they have grown to expect when working with us.

David Merchant, Senior Consultant

Michael Reidy, Senior Consultant

Michael is a senior executive with extensive business and commercial experience who has delivered measurable value to organisations through a broad range of skills. Strong business management, leadership and financial skills, coupled with a demonstrable record of high value strategic selling and business development both direct and via channels. Michael has built successful teams and partnerships.

Michael’s role at Trinity includes conducting Win Loss Analysis interviews with end-customers, and developing Key Findings and Recommendation reports from the customer insights he extracts. Michael also works closely with Trinity clients to help implement change in their sales processes and close the customer feedback loop.

David Merchant, Senior Consultant

Mike Heath, Senior Consultant

Mike has extensive experience in business development, sales management and mentoring and coaching. Starting in technical and support roles, Mike has had a long career in sales for small and large companies most recently at KPMG. Mike has sold a wide range of products and services to private sector and public sector organisations, maintaining strong customer relationships leading to multi-year, multi service engagements, most recently in Data & Analytics. In addition, Mike has provided coaching and mentoring services for over 10 years.

Mike’s role at Trinity includes conducting Win Loss Analysis interviews with end-customers, and developing Key Findings and Recommendation reports from the customer insights he extracts. Mike also works closely with Trinity clients to help implement change in their sales processes and close the customer feedback loop.

What sets us apart?

We grasp problems quickly

Our deep expertise and experience in B2B sales, combined with our innate understanding of the decision making process, allows us to quickly define your challenge – and develop a pragmatic plan of attack.

Knowledge is power

Understanding how and why your customers make buying decisions is the key to unlocking value in every deal. We have a proven Win Loss Analysis methodology, with quantitative and qualitative questions built and refined over 6 years.

Deep specialists

We are the only specialist Win Loss Analysis firm in Australia. We’re proud to have a successful track record with many technology and telecommunications companies across the Asia Pacific region.

Always get the foundation team

Our founding team works on every deal. We bring our depth of knowledge, and breadth of experience to every client program that we deliver.

When to call us?

  • You want real insights into why your company won or lost a deal, direct from your customer
  • You want recommendations on how to leverage your sales strengths and reduce your weaknesses
  • You want strategic direction on how to ‘close the gap’ and discount less
  • You want direction on which deals to go for and which to avoid
  • You need sales tools and training to make your business more competitive
  • You need a blueprint for increasing your win rate
  • You need a partner to actively work with you to implement change and transformation, so you can win more deals
  • You need valuable, expert sales advice that you can trust

Sign up to receive exclusive articles, videos and sales tips, plus invitations to
some cool events for sales professionals. What are you waiting for?

Share This