Tailored B2B sales training: why one script never fits

Most sales training fades within a month. Not because the trainer was bad or the theory was wrong. But because it was not about your customers, your conversations, your day-to-day reality. A day of inspiration, a folder full of models, and then straight back to the daily grind.

Sound familiar? Then it is not your fault.

A script assumes an average customer. But that customer does not exist. Your market, your offering, your type of conversation: it is all just that little bit different. An approach you learn by heart and apply to everyone will always feel slightly borrowed. And your customer can hear you reciting a routine.

That is why I do not give standard training. Almost everything I do is tailored, with your own customers and your own cases on the table. Twenty-five years in sales and countless customer studies have taught me one thing: the theory is the easy half. The art lies in translating it to your practice.

For that, we use the Customer Experience Model. Six elements that together determine whether someone stays a customer or becomes a fan. Two core attitudes, honest and relaxed. And four skills: your beliefs, your content, your process and your form. You score yourself or your team on all six, and you see immediately where the biggest gains are. For one person that is the process, for another it is how they convey their value. Not an assumption, but a measurement.

That is the difference between a training that fades and one that sticks. We do not work on what matters on average, but on what makes the difference for you.

And because changing behaviour simply does not happen in a day, that same model keeps you on track after the training too. You measure, you adjust, you measure again. If you want that guidance for a whole year, there is the Year Programme.

The approach works for the solo entrepreneur and for the team of thirty. You can do it at your own pace online, together with your team on location, or one on one with me at my office. Same method, different form.

Want to see where you or your team stand right now? Take the free scan. Prefer to read the approach at your own pace first? Start with the book. And if you want the training tailored to your situation, have a look at the Sales Excellence Training.

One script never fits. Your practice as the starting point does.