The #1 Training for B2B Sellers and Teams

Great Salespeople Never Stop Learning

The Sales University is where B2B sellers learn how to grow their careers, hit their numbers, close deals faster, book more meetings, manage complex deals, reduce skill gaps, and increase win rates, and much more.

Because nobody gets a degree in B2B sales.
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from 100+ Reviews
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Real Sellers. Real Results.

The Seller's Problem

Sales has Changed, Have You?

Even the best sellers and sales teams face new challenges every day, as the way companies buy has changed forever. That's why today's B2B sellers need to understand how to sell to modern buyers. With over 70% of sellers receiving no formal sales training, it’s no surprise that 67% of reps miss their targets.

The Sales University is where you learn to overcome these problems:
#1

Cold calling isn't getting easier

Prospects’ inboxes have never been so busy!
#2

Deals are getting more complex

Taking longer and buying committees are getting bigger!
#3

CFOs are taking fewer risks...

Only approving budget requests that feel like safe bets!
How can you overcome these challenges?
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What's included?

Finally, Sales Training That Gets Results

Proven B2B sales training lessons with the exact strategies you need to succeed. No fluff, just modern sales skills to help you close deals faster and hit sales targets.
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Real Strategies

The Sales University provides lessons for every stage of the sales cycle, for any type of seller, from SDR through to VP of Sales.

Real Experience

All lessons, resources and training are built on real experience and used by hundreds of sellers worldwide.

Real Results

Our members book more meetings, increase pipeline, win rates, and close more deals. The feedback speaks for itself.
Learning paths

400+ Sales Lessons

Finally get sales training to close skill gaps from first contact to closed won. Prospecting, Discovery, Ghosting, Demo, Workshop, Business Case, Negotiation and MEDDPICC courses available on desktop and mobile.
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400+ on-demand self-paced lessons
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Exercises & reinforcement to drive knowledge retention
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Receive a certificate of completion
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Need more help?

1:1 Sales Coaching

Not getting coaching at your company and need some help? No worries. Our personalised coaching builds skills and confidence, helping you unlock your full potential.
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Monthly 1:1 coaching with a real expert
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Personalised coaching plan that helps you win
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Works with your busy schedule
Sellers powered by AI

AI Sales Assistants

We believe AI should empower reps, not replace them. That's why we've developed a range of AI Sales Assistants to handle the tedious tasks for you while other assistants coach you. Some Assistants include:
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Build messaging, research accounts and prep your calls
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Coach your cold calls, discovery and demo calls
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Quickly build a business case, battlecards and so much more
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30+ helpful resources

Content Vault

Get access to all of our proven resources, calculators and enablement tools to help you build more pipeline and close bigger deals faster. A few examples are:
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Messaging builder and reverse engineer your numbers
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Cold call scripts and coaching scorecards
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Business case and mutual action plan templates
Continuous training

Live Learning

We blend on-demand training, 1:1 coaching and group live training. This way, you can join a live session, ask questions, and receive instant feedback and support. You also get to hear from other reps on what’s working.
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Join live weekly sessions
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Members pick a topic so they’re getting relevant help
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Ask questions and get instant feedback
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In-depth training

Live Bootcamps

Get free access to our 6-12 week hands-on bootcamps where we go deep and wide on a specific topic. From live training, workshops and group coaching. You leave with a detailed plan to execute and improve performance.
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Pick and choose boot camps that are right for you
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Exercises & reinforcement to drive knowledge retention
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Receive a certificate of completion
Just-in-time support

Rapid Feedback

Need quick feedback on a new script, discovery call prep or negotiating a deal, but never have anyone to ask? After working with 100s of reps, we've decided to solve that problem. Get feedback fast with your membership..
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Submit a request, get rapid feedback
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Honest, expert feedback you need to hear
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Walk into your next call confident and ready
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Coming Soon
Best practices on your desk

Flashcards

Instead of scrambling or making things up on the spot, why not use our Flashcards. They act like your wingman so when you need help handling an objection or preparing for a big demo you have something on your desk to guide you.
Training that comes to you

Sales Shorts

There are a lot of moving parts to elite selling and it takes time to close skill gaps so to solve that problem we've created Sales Shorts. A few times a week we will send you short, high-impact lessons to help you reinforce the training, improve knowledge retention and get results.
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Ask your peers

Community

A big driver of success in sales is community and building your own network of other sellers where you can ask for help and get feedback is key. Join our community to get real-time feedback from your peers and learn what’s working for them.

Become a Member Today

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Join sellers and sales leaders worldwide
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"I've been in sales for over 10 years, but James Bissell has still managed to teach me so much. He’s a true pioneer in the field, his insights, strategies, and hands-on approach have been incredibly valuable. James genuinely knows his stuff, and his course has helped me level up in ways I didn’t expect. Whether you're new to sales or an experienced professional, I highly recommend learning from him."
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Edward Slimane
Head of Sales, Articulate
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About us

Built on 10+ Years of
Selling and Leadership

From SDR and Account Executive to VP of Sales and now Founder, James Bissell, has spent over ten years in B2B sales as a #1 seller and leader before creating the Sales Univerity to help other sellers.

Since teaching sellers how to sell, the impact James has made speaks for itself. The Sales University was created due to the demand for coaching and training from James. By recording the lessons and sharing the advice online, he has been able to help more people. Read customers stories and testimonials online to see how his teaching and the Sales University has helped sellers and leaders world-wide.
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What lessons are included?

Every Course Comes With the What and the How

Our mission with each course is to get you ready to increase performance in that area.
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Prospecting Ready

100+ lessons including metrics, ICPs, personas, storytelling, finding leads, researching prospects and much more.
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Discovery Ready

60+ lessons in call planning, ice breakers, discovery, post-discovery communication, call structure and much more.
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Demo Ready

40+ lessons in call flow, pre-call nurture, demo follow-ups, tips, how to engage others on the demo and much more.
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Multi-threading Ready

Helping you handle those more complex organisations, this course covers the compass concept, demo, discovery and more related to multi-threading.
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Business Case Ready

From how to break down the perfect business case, to executive summary tips, templates and much more.
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Workshop Ready

Covering key areas such as champion prep, stakeholder mapping, follow-ups and closing, email templates and much more.
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MEDDPICC Ready

100+ lessons in metrics, decision process, identifying pain points, champions, competition and much more.
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Closing Ready

Learn negotiation, how to close deals faster, use discount levers, how to create urgency and much more.
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Ghosting Ready

Access a proven ghosting playbook, which has helped win opportunities and grow ARR, but most importantly, stops you getting ghosted.
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AI Sales Ready

A unique collection of lessons in using AI for cold call coaching, call script building, finding lookalike accounts, building battlecards and much more.
See everything that's included
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Become a better seller

Is a Membership Right for You?

Sales Reps

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I've never received formal sales training
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I'm struggling to hit targets
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I'd like to get promoted this year

Sales Leaders

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My team needs regular training & coaching
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We have a massive pipeline problem
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The team isn’t hitting their numbers

Founders

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I’m not sure how to position my product
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I’ve never done prospecting before
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I’m struggling to close deals

Individuals

Get started for free, access live events, courses and sales resources, or upgrade to access everything the Sales University has to offer.

View our plans and pricing to see what's included.
Plans and Pricing
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Teams

Find out in more detail how the Sales University team membership can elevate your sellers, help to on-board new starters, and help your firm generate more revenue.

Request a demo to explore all team training options.  
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Trusted by sales reps and leaders at companies you know.
Questions?

FAQs and the ROI on Membership

What return on investment can I expect from joining Sales University?

You can expect measurable ROI through improved win‑rates, shortened deal cycles, more booked meetings and pipeline growth. Members report higher quota attainment within weeks after applying modern tools, lessons and coaching.

Can I really cancel any time?

Yes. We’re confident our B2B sales training will help you hit your targets. If it doesn’t, you can cancel at any time with no penalty. Once you cancel your access will continue to the end of your term, depending on if you chose a monthly or annual membership.

Can my company fund my membership?

Absolutely. Many sellers use company training or L&D budgets to cover their subscriptions.

What sales courses are included in the membership?

The Sales University offers more than 400 lessons spanning prospecting, discovery, demo, multi‑threading, business case development, negotiation, closing, ghosting strategies, and MEDDPICC, all available on desktop and mobile. The lessons you access will depend on your membership type.

How does the 1:1 coaching work?

You’ll meet your coach once a month, or week, depending on your membership, to set personalised goals, action plans and accountability checkpoints. You’ll also review progress and refine strategies during follow‑up sessions.

What happens during weekly live training calls?

Members access live sessions on topics like cold outreach, discovery best practices, demo maximisation, MEDDPICC implementation, and advanced negotiation strategies, complete with Q&A and real‑time feedback.

How does AI support help sellers?

Our AI tools assist with messaging, account research, call prep, discovery and demo coaching, business‑case building and more. They free you from repetitive tasks so you can focus on prospects.

Will I receive a certificate after completing courses?

Yes. Once you complete the Sales University courses, you will be issued with an online certificate you can display on LinkedIn or share with your company, highlighting your newly acquired sales competencies.

Can I enrol my entire sales team?

Yes. We offer group memberships tailored for sales teams. Contact us to explore onboarding, training plans, and team pricing.

How soon will I see results and ROI?

Many members see measurable improvements within 4–8 weeks, sometimes within days! They report more booked meetings, a stronger pipeline, faster deal cycles and higher win‑rates.

What happens after signing up?

We’ll welcome you via email, help you set up your access, community access and live call invites. Elite members can also book their first coaching session immediately.