In discovery, we create differentiation. In the demo, we confirm it. In deal management, we protect it. I train your AEs on the full conversation — from opening to close — using their actual call recordings.
Before the training, I review your team's actual data — calls, emails, pipeline, KPIs. Every topic below is adapted to the specific gaps I find. Click each to expand.
I train POV-based openings, upfront contracts, respect contracts, and discovery prompters built around your team's own call recordings. Reps learn to take control of the conversation without sounding aggressive.
The three layers every rep must master. I score calls on situational, pain, and impact questions and show reps how to move from surface-level facts to the business cost of inaction — where urgency actually lives.
I train the VET framework (Validate, Expand buying vision, Test relevance) and the Ask-Suggest-Inform model to move beyond passive questioning. Reps learn to teach buyers something new about their own situation.
I train two levels for both. On competition: how to surface it, understand buying criteria, challenge assumptions, and shape the decision. On timeline: trigger questions, pressure questions, and how to test real urgency.
I show real CRM data from the team's own pipeline on how stakeholder coverage predicts win rate, and train reps to map the DMU, suggest a path to closure, and stay in control of next steps.
I train reps to open with a pain recall, confirm priorities live, and show only what matters. Relevance beats abundance every time.
I train the Context-Challenge-Response-Result framework, pain-solved anchoring after each module, and how to close the demo with a reverse timeline that keeps the deal moving.
Across 1,400+ scored calls, the gap between top performers and the rest is clearest in three areas. These are the skills most reps never develop because nobody shows them what good looks like.
Deals that close because reps differentiate in discovery and demo, not because they discount.
Calls that create urgency and move deals forward with clear, committed next steps.
Value anchored before pricing, so reps compete on impact rather than price.
| Area | My approach | Typical training providers |
|---|---|---|
| Goal | Fix the specific bottlenecks holding your team back | Broad training that could be "press play" for any team |
| Methodology | Rooted in science, psychology, and behaviour change | Silver bullets, hacks, or volume-based formulas |
| Training design | Curriculum, exercises, and homework built around your team's real context | Standardised content with minimal adaptation |
| Audience fit | Built specifically for B2B SaaS and AI sales teams | Positioned for "all sales teams" regardless of context |
| Geography | Designed for European teams and their market realities | Mostly American techniques that often do not translate to Europe |
| Languages | German, Dutch, and English | English only |
| Scope | Holistic: management, coaching, process, and execution | Individual skill improvement only |
| Examples used | Your team's own calls, deals, and workflows | Generic examples and abstract best practices |
If you're a sole rep looking to sharpen your craft, that's admirable — and there are great open courses out there for you. My training philosophy considers the reality you're selling in (your company, your buyer, your data) as a whole. Best technique in the world won't carry you if you're operating in a misaligned environment. This training tackles both. So I only run it for teams within a single company.
Investment scales per team and duration. Day rate is independent of how many reps participate (up to the cap of 12). Minimum engagement is 2 days — one for preparation and tailoring based on your actual calls, one for delivery. Reach out for a tailored quote based on your team and goals.
Send me one call from your top rep and one from a mediocre performer. I'll show you the exact gap and how to close it.