The current problem

Your Performance Problem is a Skill Problem

The right training doesn't just improve skills - it transforms revenue outcomes.

Nobody gets a degree in B2B Sales

70% of reps report getting no formal sales training and we don't get a degree in B2B Sales so is it a surprise 84% of reps miss target?

Pipeline coverage is a massive concern for Sales Leaders

Due to low win rates, reps need more pipeline to hit their target but a lack of cold calling skills, AI slop and busy inboxes are preventing reps from booking meetings.

Deals are stalling, slipping and ghosting

Poor deal qualification, sales execution and Champion enablement is causing reps to lose deals they should win or take longer to win.

How can you overcome these challenges?

Closing skill gaps

Tailored, Data-led, and Focused to Deliver Results

Our 6 month Skill Optimisation Programme gives your sales team an advantage over your competition with training and enablement plans that address their biggest skill gaps and the market they sell in.

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Close the Gaps That Are Costing You Revenue

We start by helping you identify the biggest skill gaps holding your team back - from prospecting to closing. Whether you're onboarding new starters or reskilling experienced reps to adapt to today's buyer, our training spans the full sales cycle and is built to match real-world demands.

Multi-threading

Prospecting

Discovery

Demo

Business Case

Closing

MEDDPICC

A Tailored, Step-by-Step Approach That Solves the Root Problem

Your team, your company, and your buyers are unique - so your training should be too. We work with you in a step-by-step process to ensure the programme is relevant, actionable, and directly tied to your commercial outcomes.

CRM

We'll connect to your CRM and Revenue Intelligence tools, review the data and find your biggest skills gaps preventing revenue growth. We'll also build fields and dashboards to measure impact.

Training

Then we'll build and deliver outcome-focused training content that's aligned to your products and ICP. This is done in-person, virtually, live and OnDemand.

Coaching

One-and-done training doesn't work so we'll help you coach your reps and help your managers run readiness assessments to ensure high knowledge retention.

Enablement

Finally, we'll deploy our AI tools, build other resources and content and even recommend our tech partners to help you implement best in class tools.

Reinforcement Through Workshops, Deal/Call Reviews + The Sales University

Training

In-person and virtual training that focuses on driving fast outcomes. All content is bespoke to what you sell and your ICP so reps can plug and play after the interactive workshops and role-plays.

Coaching

To drive high knowledge retention and fast business impact, we'll run regular 1:1 and group coaching sessions to review calls and deals to help your reps improve sales execution.

The Sales University

Reinforce training with The Sales University. Give your team access to 400+ sales lessons covering the full sales cycle, as well as templates, resources and community.

JamesGPT

Get access to JamesGPT where you can talk to my AI twin for role-play, coaching, scenario planning or general advice. Available 24/7 to help your team practice and improve.

CustomGPT

Access a suite of custom AI tools designed specifically for B2B sales. From cold call coaching to business case building, get instant AI assistance for every stage of your sales process.

Reinforcement is the Difference Between Activity and Impact

Most training fails because it's forgotten. That's why we design every programme with the Ebbinghaus Forgetting Curve in mind, ensuring reps retain and apply what they learn through ongoing reinforcement, coaching, and real-world application.

Ebbinghaus's learning curve showing the change in information retained over time going down

Ebbinghaus's learning curve shows retention drops from 100% to 21% in 31 days without reinforcement

Sales training that actually works

See the Results in Action

Don't just take our word for it. Hear directly from the teams we've transformed.

Join other teams that have already transformed their sales performance

From startups to enterprise organisations, we deliver proven results

What's Possible?

Calculate your best case and worst case results with working with us.

Calculate ROI

Why work with James? Real Results.

Training delivered by someone who's been in your shoes. Here's just a few of the results obtained through successful sales training:

64%

Reduction in Time to Close

57%

Win Rates

1,000%

ARR Growth

Increase in Pipeline

30%

Larger Deal Size

10X

More Meetings

Ready to Transform Your Sales Team?

Let's discuss how we can help you build a high-performing sales organisation.
Schedule a consultation to explore customised solutions for your team.

Book a Call

Have questions? Reach out to discuss your team's specific needs and challenges.

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 University 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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Questions?

FAQs and the ROI on Sales Team Training

How long does a B2B sales training programme last?

Each programme is built completely bespoke for your team. They run from 2 to 6 months, depending on your goals, rep experience and sales cycle complexity.

How often are the sessions held?

You can choose session frequency to suit your team, ranging from 2‑hour weekly clinics to 1‑2 full training days per week, tailored to your team's schedule.

How is the B2B sales training delivered?

Training delivery options include in person, virtually, or a hybrid blended format, depending on your location. Sessions are interactive, combining classroom teaching, workshops, role‑plays, exercises and more.

What sales courses can be included team training?

You can choose the lessons depending on the reps being trained, ranging from prospecting, discovery, demo, multi‑threading, business case development, negotiation, closing, ghosting strategies, and MEDDPICC, and more.

How can reps continue learning outside the sessions?

Your team will gain ongoing access to the Sales University, depending on the training your team needs.

Can you train global teams asynchronously?

Yes, our virtual delivery covers multiple time zones, with sessions scheduled to include reps from the UK, US, Europe, APAC and beyond.

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.