At SVL, it’s the people behind the solutions who truly define who we are. Their expertise, integrity and commitment shape the experiences we deliver to customers every day.
This year, we’re proud to celebrate several milestone anniversaries across the team, and we’re sharing a series of stories that highlight the people who’ve helped build SVL into the trusted partner it is today.
In this edition, we’re shining a spotlight on Anne Holmes, who is marking an incredible 25 years with SVL. As one of our most experienced Account Directors, Anne is recognised throughout the industry for her relationship-driven approach and customer-first mindset.
We spoke with Anne about how her journey began, how the industry has evolved, and what continues to inspire her.
What first brought you to SVL?
It all began in quite an unexpected way. My brother, Peter, who was a director at SVL, mentioned one evening that they were struggling to find someone for a telesales role. We were sitting chatting over a glass of wine and watching X Factor, and I just joked, “I could do that, but you couldn’t afford me!” as I had done a similar role previously before having a family.
He rang the next day and said, “Were you serious?” At the time, I was working shifts at a different business whilst raising a young family. I wanted a change, something that challenged me, gave me more balance and was closer to home. So, I said yes, let’s talk about it.
I started part-time, working around school hours, and initially job-shared the role. When she decided telesales wasn’t for her, I stepped up and gradually increased my hours. Before long, I was doing four days a week, and it just grew from there.
How has your role evolved over the years?
Telesales was where I began, and I really enjoyed it. I was booking lots of appointments and having some great conversations – but I started to feel a bit frustrated that those conversations weren’t always converting into real opportunities. I had built up a rapport with people over the phone, and felt I could carry that forward, if I were the person they were meeting face-to-face.
I asked to start meeting clients myself and the management thankfully agreed. That’s where my role really began to evolve. I moved into external sales, took on a Regional Sales Manager role for a while, and eventually focused on account management.
Over the years, I’ve found that looking after clients, building trust and maintaining those long-term relationships is where I really thrive. It’s never just about closing a deal for me – it’s about doing what’s right for the customer and supporting them through every stage of their journey.
How has the industry changed since you started?
It’s changed massively! When I started in the industry, we were selling tape-based call recorders – literally plugging them into telephone systems. Everything was on physical media and the technology was very much a bolt-on to whatever telephony systems our clients were using.
Now, it’s a completely different world. We’ve gone from selling simple point solutions to implementing full CCaaS platforms, helping clients move their entire operations to the cloud.
What we do now is business-critical. The stakes are much higher and the conversations we’re having are much more strategic. We’re not just talking to IT managers, but to Operations Directors, Heads of Customer Experience, Digital Transformation leads and more.
What have you enjoyed most about your time at SVL?
Definitely the relationships, both with my clients and my colleagues. I’ve met so many fantastic people over the years, some of which have become true friends. I still keep in touch with former clients I don’t even work with anymore!
It’s the same internally. We’ve got such a brilliant team at SVL. We work hard, but we have fun too. I always say we know how to laugh, and that’s what keeps us in high spirits even when things get busy.
Are there any standout moments from the past 25 years?
There’s been too many to count, but I’d say that winning a Hero Award at The Forum was a huge accomplishment. The award had never gone to someone in a sales or account management role before – it was always people in planning or strategy roles – and I was so shocked that I thought they’d called the wrong name!
That recognition meant so much. It validated the way I’ve always approached my role, with empathy, honesty and a focus on relationships.
Another proud moment was securing the Newcastle Building Society contract. I’d been in contact with the team for about seven years, just keeping the relationship going. When the time came and they were ready to move forward, they came to us. That kind of long-term trust doesn’t happen overnight, and it was a brilliant win for the whole team.
What’s the biggest lesson you’ve learned?
One of the first things I had to learn was not to take things too personally. In sales, it’s easy to get your hopes up and feel deflated when things don’t go your way. Over the years, I’ve definitely learned that it’s all part of the process.
The biggest lesson for me, though, has been about trust. I’ve never believed in the “hard sell” approach. People can sense when you’re being pushy, and it doesn’t sit right with me. I’ve always approached things honestly – if I think a solution will help my customers, I will tell them why, and if I don’t, I’ll say that too. At SVL we believe in taking a very consultative approach with all of our customers and we are happy to help them build a business case for any new technology they might want to buy from us.
Trust is what brings people back. It’s the only way to build strong, long-term partnerships. And it’s something I’m really proud of.
What’s next for you?
Right now, I’m working three days a week, which gives me a bit more time with my family – especially my two gorgeous granddaughters, who are the absolute light of my life.
Work-wise, I’m focused on account management and supporting the team however I can. I’ve always said that as long as I’m enjoying the work and feeling valued, I’ll keep going. SVL has always been a brilliant place to work, with fantastic clients and an amazing team, so I won’t be going anywhere anytime soon!
