About us

The Sell Squared Story

Who We Are

SellSquared was founded by Peter Turley and PJ Timmins, two long-time operators who have led, bought, merged, and advised businesses across multiple sectors. We’ve sat on both sides of the table — as owners, buyers, sellers, and strategic advisors — and we understand how value is built and protected.


Why We Built SellSquared

We kept meeting owners working hard but without a clear path to make their business easier to run, more attractive to outside eyes, or ready for major decisions. Many wanted options: scale, step back, attract investment, or plan an exit — but lacked a simple, practical way to get there. SellSquared exists to give owners that clarity and momentum.

What Makes Us Different

We strip away the noise.  No heavy consulting. No jargon. No theatre.

We bring:

  • decades of real-world experience,
  • tools trusted by top-tier advisors,
  • and the ability to turn complexity into simple, actionable steps.


What We Focus On

Helping owners improve the strength, structure, and attractiveness of their business so it becomes easier to run and better positioned for whatever comes next.

Clarity.
Simplicity.
Real progress.

That’s SellSquared.

Created by operators who’ve sat on every side of the table—owner, buyer, seller, and advisor.

Peter Turley

For almost all his career, Peter Turley has been ripping up rulebooks and rewriting processes to create superior results. Seeing opportunity where others see challenge, he has outshone competitors, weathered recessions, built profitable businesses and fiercely loyal teams.


The recipient of numerous awards from The National Enterprise Award for Innovation to the TAB Ireland Business Speaker of the Year, Peter knows that what truly drives success is how well you genuinely connect with people, making it easy for them to buy your product or service.


Peter has worked with a wide range of businesses, from auto makers, BMW and MINI, financial providers WorldPay and GRENKE, to award winners Typetec and Big Red Cloud, earning his reputation along the way as “a simply remarkable thinker with a rare ability to inspire”. 


PJ Timmins

Former president of Dublin Chamber and founding director of OLOL Holdings Ltd, The Dublin City Bid Company and Retail Ireland. He also holds Chair of You Bloom PLC and HR Duo Ltd.


Mentor to Dublin Inner City Start-up Enterprises and the Halo Business Angel Network. PJ brought The Alternative Board to Ireland in 2013 which has grown from 4th country in the world to now operating in 26 countries. He is now a founding partner of Sell Squared because, as he says himself:


“Value isn’t an accident. It’s built through simple systems, steady discipline, and owners willing to step above the day-to-day.”

Peter Turley

For almost all his career, Peter Turley has been ripping up rulebooks and rewriting processes to create superior results. Seeing opportunity where others see challenge, he has outshone competitors, weathered recessions, built profitable businesses and fiercely loyal teams.


The recipient of numerous awards from The National Enterprise Award for Innovation to the TAB Ireland Business Speaker of the Year, Peter knows that what truly drives success is how well you genuinely connect with people, making it easy for them to buy your product or service.


Peter has worked with a wide range of businesses, from auto makers, BMW and MINI, financial providers WorldPay and GRENKE, to award winners Typetec and Big Red Cloud, earning his reputation along the way as “a simply remarkable thinker with a rare ability to inspire”. 


PJ Timmins

Former president of Dublin Chamber and founding director of O'Leary Opticians Ltd, The Dublin City Bid Company and Retail Ireland. He also holds a non-executive director position in Global Standards 1 (Ireland) and is Chairperson of You Bloom PLC and HR Duo Ltd.


Mentor to Dublin Inner City Start-up Enterprises and the Halo Business Angel Network. PJ brought The Alternative Board to Ireland in 2013 which is now in 22 countries and is now founding partner of Sell Squared because, as he says himself:


“This was born from the frustration of not being able to find any acceptable programmes to develop sales leaders. The Founder of The Alternative Board had the same experience so created the initial Sales Management Development programme. This is the first opportunity outside North America for participants to really professionalise their sales leadership careers.”

A unique approach to leadership in sales organisations.

Sell Squared can’t predict the future, but we can help you fast-track yours. To find out more about the way in which Sell Squared can train your people to improve the future of your business and achieve better sales results, please contact us today.


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