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 about attitude and skill, so that selling feels like helping.
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. Your customer notices, and that is how you build trust.
One principle is central to our approach: honest and relaxed. Honest, because it is genuinely about the customer. 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 1,750 euros per participant excluding VAT, with a full year of access. Ideal for one or a few people. 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 I build it up, all excluding VAT:
- Online Sales Excellence Training: 1,750 euros per participant, with a full year of access.
- With personal guidance from me: the online training plus a kick-off and final presentation with feedback and a tailored action plan. At my place, Landgoed Duin en Bosch in Castricum, from 4,250 euros; at your location from 6,750 euros.
- With your team: from 6,000 euros, get in touch for a proposal.
- After that, if you like, coaching: 5,000 euros for four half-days 1:1 in a year.
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 a yardstick to score yourself or your team on, so you get 1% better every day. 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. My online Sales Excellence Training costs 1,750 euros per participant. With personal guidance from me, with a kick-off and final presentation, it starts at 4,250 euros. With your team it starts from 6,000 euros, get in touch for a proposal. After that I can coach you for a year for 5,000 euros. All amounts excluding VAT. Most participants earn the investment back during the training, simply by negotiating better.
How much time do I need for the training?
It depends entirely on your ambition. The more time you put in, the better your result. You get 3.5 hours of video. On top of that you work through the assignments in the workbook, score yourself, ask your customers and colleagues for feedback and practise with Klaas AI. You have a year of access, with a reminder on the first of every month to look back and score yourself again. If you choose personal guidance, two half-days are added: the kick-off and the final presentation.
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 about attitude: helping your customer honestly and at ease. 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, from first contact to fan.
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. With your team it starts from 6,000 euros. Get in touch and I'll put together a proposal.
How do you measure the result of a sales training?
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, choose personal guidance from me: a kick-off and a final presentation with feedback and a tailored action plan.
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.