Sales training that works without pushing
A sales training helps you and your team sell better: from the first contact to a happy customer who comes back and recommends you. The best sales training is not about tricks or scripts, but about attitude and skill, so that selling feels like helping rather than pushing.
On this page you will read, in plain language, what a sales training is, when it helps, who it is for, what it costs and how to choose a good sales trainer. Down to earth and concrete, so you can make a well-founded choice.
What is a sales training, in plain language
A sales training is a programme in which you learn to help customers buy better. You practise listening, asking the right questions, getting the real need clear, making your value explicit and bringing a conversation to a decision naturally. A good training works on behaviour and attitude, not just on isolated techniques, because the customer sees through those anyway.
One principle is central to our approach: honest and relaxed. Honest, because it is genuinely about the customer and not about the signature. Relaxed, because pressure activates exactly the behaviour that drives customers away. Those who work this way sell more, with less stress.
When does a sales training help
A sales training pays off especially if you recognise one or more of these:
- The targets are met, but the atmosphere is tense and it feels forced.
- There is plenty of calling and emailing, but the good conversations do not happen.
- Proposals stall and deals get stuck for no clear reason.
- Your team knows the tricks, but lacks a shared language and an approach that rings true.
In all these cases the gain is not in working harder, but in working better and calmer. That is what a sales training is for.
Who is a sales training for
For sales professionals, account managers and entrepreneurs who want to improve, and for sales teams that want to take a step together. From beginner to seasoned seller: anyone who talks to customers benefits.
And explicitly also for people without a sales role. Consultants, experts, specialists, service staff and project leaders sell every day, they just do not call it that. It is often this group that hits a wall: good at the craft, but uncomfortable with the commercial part. Our approach is made for them. You learn to become commercial without losing your craft or yourself, by doing what you are already good at: genuinely helping people.
In-company, open enrolment or online
There are three formats, and which one fits depends on your situation:
- Online, at your own pace, for 997 euros excluding VAT. Ideal for one or a few people, or to try it first. See the online Sales Excellence Training.
- On location or in-company, with your own team and examples from your own practice. Ideal if you want a shared language and approach. See the Sales Excellence Training and the Customer Success Training.
- A short kick-off in the form of an inspiration session of two to two and a half hours, to bring the whole team along at once.
What does a sales training cost
The market is broad: from a video course of a few tenners to bespoke programmes of thousands of euros. More important than the price is what you get in return. This is how ours is built up:
- Online Sales Excellence Training: 997 euros excluding VAT, including the book.
- Add one hour 1:1 with Klaas at checkout: 450 euros excluding VAT.
- Online plus personal coaching: 4,250 euros excluding VAT.
- Training + Annual Programme: 979 euros per month, 12 months, excluding VAT.
- In-company or on location: on request, tailored depending on team size.
Look at return rather than cost. One better negotiated contract or a few percent higher conversion often earns a training back. Read more in the article on what a sales training costs.
How to choose a sales trainer
Five questions you are entitled to ask a trainer before you choose:
- Have you sold yourself, and with what result? Real-world experience weighs heavily.
- Do you work with tricks or with attitude and behaviour? The latter sticks, the former the customer sees through.
- Is the training tailored or a standard story? Do your own cases fit in?
- What happens after the training to make it stick? Without follow-up it fades.
- How do we measure the result together? Agree in advance which numbers count.
Our approach: honest and relaxed
Everything we do comes together in the Customer Experience Model: two core attitudes, honest and relaxed, and four skills to turn customers into fans. It is not theory for the drawer, but a yardstick to score yourself or your team on. Take the free From Customer to Fan scan and see in a minute where the gain is. The full approach is in the bestseller Sales, Honest & Relaxed.
Frequently asked questions
What does a sales training cost?
It ranges from a video course of a few tenners to a bespoke programme of thousands of euros. Our online Sales Excellence Training costs 997 euros (with one hour 1:1 with Klaas available at checkout for 450 euros), the version with personal coaching 4,250 euros, and the Training + Annual Programme 979 euros per month (12 months), all excluding VAT and including the book. For an in-company training on location we create a tailored proposal, depending on team size. Most participants earn the investment back during the training, simply by negotiating better.
How long does a sales training take?
The online training is at your own pace, most people finish it in a few weeks. A training on location is usually one or two days, often followed by coaching to make the behaviour stick. Behaviour change simply does not happen in a day.
Does it work if my team has had training before?
Especially then. Many teams already know the tricks and are done with them. This approach is not about techniques but about attitude: helping honestly and relaxed instead of pushing. That is exactly what sticks once the standard training has worn off.
Is a sales training suitable if you are not a salesperson?
Yes, that is even our distinctive angle. Consultants, specialists and everyone with customer contact sell every day, they just do not call it that. You learn to become commercial without losing your craft or yourself.
What is the difference between sales training and selling training?
In practice people mean the same thing. We use sales training, because the broader term also fits people without a sales role. The content is about the whole customer journey, not just the moment of sale.
In-company or open enrolment?
In-company pays off if you want a shared language and approach with your team, using examples from your own practice. Open enrolment or the online version fits better for one or a few people, or if you want to try it first.
How many participants can join?
From an individual online track to a complete team. For training on location we work from two participants and make a tailored proposal, so the group size fits the goal.
How do you measure the result of a sales training?
Not by the number of tricks, but by behaviour and outcome: better conversations, more good appointments, higher conversion and customers who return and recommend you. We agree in advance which numbers count for you.
Can a sales training be online?
Yes. The full method is online, with a workbook, exam and certificate, at your own pace. If you want more depth, you combine the online programme with personal coaching.
In which regions do you give sales training on location?
Throughout the Netherlands and Belgium. Online is of course possible anywhere. For in-company we come to you or choose a suitable location together.