Chris
Cook-Martin

Who I help

LLPs. Limited companies. Family-owned businesses. Entrepreneurs. Leadership teams.

How I help

Build trusted relationships with clients, connecting them with the right expertise aligned to their goals. Help clients achieve clarity and drive meaningful outcomes.

Sectors/support

All sectors.

“Client-first, outcome-second”

Chris Cook-Martin is a Business Development Partner based in our Bolton office. Working at the intersection of relationships, opportunity and expertise, Chris focuses on what matters most to business owners and leadership teams and connects them with the right experts at the right time. Relationship-led and commercially minded, he balances external conversations with close internal collaboration across AAB’s services to align opportunities with expertise, build trust and deliver joined-up, relevant support that creates long-term value and confidence for clients as they navigate complex decisions.

Understanding the journey behind the business

“I’ve always been fascinated by business owners’ stories – how they started, what they’ve built and what drives them to keep moving forward. Many have created something from nothing, navigating uncertainty, risk and opportunity along the way. I love taking the time to really understand that journey, because no two businesses or their ambitions are ever the same.

That curiosity is what led me into business development. I’m motivated by helping owners and leadership teams make sense of pivotal moments, whether that’s growth, succession, investment or change. When you truly understand what someone is trying to achieve, you can align them with the right specialists and advice, not just what they ask for, but what they actually need. Done properly, that approach builds trust and helps clients reach their end goals with confidence.”

A relationship-led, commercial approach

“My style is firmly relationship-led. I work with a diverse range of clients across all sectors, and I’ve learned that clarity and alignment are often more valuable than speed. Clients don’t need noise or complexity – they need practical advice, delivered at the right time, in a way that makes sense for their business.

I bring a commercial mindset to every conversation, helping clients step back and see the bigger picture while staying grounded in what’s achievable. By listening carefully and asking the right questions, I can help cut through complexity and create a clear path forward, supported by the right expertise from across AAB.”

Honesty is a non-negotiable

“For me, honesty is my non-negotiable when building relationships. Long-term partnerships aren’t built on transactions – they’re built on trust, transparency and consistency. That means being clear when something isn’t the right fit, as well as when it is.

Some of the strongest client relationships I’ve built have come from staying close even when there isn’t an immediate piece of work on the table. Being present, checking in and showing genuine interest beyond the initial engagement makes a real difference. It reinforces that you’re invested in the client’s success, not just the next opportunity.”

Trust over pace

“One of the most valuable lessons I’ve learned in my career is that trust matters more than pace. Early on, it’s easy to think that moving quickly is always the best way to add value. In reality, pushing too hard or too fast can slow things down if the foundations aren’t there.

Now, I focus on listening first. Building confidence, understanding concerns and taking the time to get alignment leads to stronger, longer-term relationships. When clients trust you, decisions happen more naturally, and outcomes are better for everyone involved.”

Creating clarity & confidence

“The most satisfying part of my role is helping clients gain clarity and confidence around important decisions. Whether it’s stepping back to reassess priorities, preparing for a transaction or bringing multiple specialists together around a complex issue, I enjoy helping clients see the bigger picture.

One recent example involved supporting a client through a challenging M&A process. By helping them pause, consider their options and connect with the right specialists, we were able to move forward with confidence. Being told, “This deal wouldn’t have happened without you,” was a powerful reminder of the impact a calm, structured and relationship-focused approach can have.”

Why AAB feels different

“What really stands out to me about AAB is the genuine client-centric culture. The firm looks after its people, which in turn creates strong collaboration across service lines. There’s a shared focus on doing the right thing for our clients, supported by deep expertise and a common goal.

That environment makes it easier to deliver real value. Clients don’t experience AAB as separate departments. They experience a joined-up team working together in their best interests.”

More than ‘just sales’

“A common misconception about my role is that it’s simply sales-focused. In reality, it’s about building understanding, relationships and long-term value. Helping businesses navigate complexity without overwhelming them requires judgement, patience and a structured approach – not a sales script.

My strengths lie in relationship building, commercial judgement and staying calm and focused, even when situations are complex or high-pressure. “

Excited about the future

“Looking ahead, I’m keen to continue deepening my sector insight, understanding how economic trends affect mid-market businesses, and exploring how tools like AI can support better decision-making for clients.

For me, it always comes back to the same principle: put the client first, build trust, and the outcomes will follow.”