Real Training. Real Results.

Start Seeing an ROI From Sales Training

Sales teams don’t succeed on motivation alone - they need structure, skills, and consistent reinforcement. Sales training delivers an average 350% ROI that many companies never realise.
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from 100+ Reviews

Real Sellers. Real Results.

The current problem

Your Performance Problem is a Skill Problem

Salespeople don’t magically become great. They become great when you actually teach them how to sell.
#1

Your team forgets most of what they learn

Without ongoing reinforcement, up to 84% of training is forgotten within three months, turning your investment into a short-term memory exercise.
#2

You’re spending money, but it’s not moving the needle

Despite significant investment, only 17% of companies believe their training programmes actually work.
#3

Your reps may have never learned how to sell

Shockingly, 70% of salespeople say they’ve never received any formal sales training, meaning they’re winging it on your frontline.
How can you overcome these challenges?
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The impact of sales training

What Top-Performing Teams Do Differently

While most teams struggle to retain knowledge or apply training effectively, high-performing sales organisations take a different approach. They embed training into the fabric of their culture, making it dynamic, ongoing, and experiential.

The result? Stronger performance, higher sales per rep, and lasting behavioural change.
Access tailored training built on real results
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Invest in modern training

eLearning methods, like the Sales University, deliver up to 30x productivity for every £1 spent, yet many teams still rely on outdated, static content.
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Provide the skills needed to succeed

Trained salespeople see a 29% lift in income, a clear sign that skill development directly impacts commission and conversion.
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Increase performance by up to 20%

Research shows sales training can boost rep performance by up to 20%, meaning your current results may not reflect your team’s true potential.
Sales training that actually works

Real Training. 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%
Reduced time to close.
57%
Win rate after three months.
1,000%
Increase in ARR.
100%
Rep target attainment within Q1.
30%
Increase in avg. deal size.
10X
Increase in meetings booked.
How is the training delivered?
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Closing skill gaps

Tailored, Data-led, and Focused to Deliver Results

Give 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.
#1

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
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Prospecting
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Discovery
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Demo
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Business Case
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Closing
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MEDDPICC
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#2

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
#3

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.

Plan

We will deep dive into your sales metrics at the team and rep level and isolate specific skill gaps for the programme.

Design

We then build personalised training content for the programme that aligns with your context and that your reps want and can use.

Train

We then deliver inspiring and engaging training either in person, virtually, or both. The sessions are interactive, with roleplays, workshops, and exercises.

Enable

Working with your leadership, managers and enablement teams to help with playbooks, systems and a long-term reinforcement strategy.

Close

When we finish the programme your sellers will be certified to sell and ready to hit their number. Optional services are available if required.

Reinforce

Training doesn’t end in the classroom. We offer structured group and 1:1 coaching to embed learning, drive accountability, and keep reps growing long after the sessions finish.
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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 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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Self-paced learning

What else do we offer sales teams?

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 which builds 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 OnDemand 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 boot camps 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 a 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.
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.
Get started today

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.

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.  
Trusted by sales reps and leaders at companies you know.
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.