Learn About a Wide Range of Sales Training Topics

Give your entire sales teams access to the industry’s most highly rated training and coaching programs that cover a vast range of sales training topics geared to drive recurring revenue.

Processes for all revenue teams

Achieve sustainable growth, with consistent process design and training applied across the entire Revenue team

Live, interactive training led by experts

Give your reps the fundamental skills needed for their roles – whether AE, SDR, CSM, or Manager

Trusted by 600+ SaaS companies

We help recurring revenue teams achieve sustainable growth. Our scientific models and frameworks are used by high-growth Scale-Ups, startups, and Fortune 500 companies

Our Process

In a modern recurring revenue business, it is impossible to scale without treating growth as a science. We apply proven frameworks and expose the math that underpins each step of the customer journey.


Uncover gaps and opportunities to optimize recurring revenue growth

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Apply a universal methodology and process across your entire customer journey


Activate through defined processes and playbooks, implemented directly into your workflow

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Arm your reps with the core skills for success, with a common language to unify as one GTM team

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Provide your team with ongoing development to make change stick, gauge progress, and reach your goals

In their words

We’re proud of the company we keep. More than 600 clients around the world and counting.

Kim Ventura-Perkins 1st
Senior Manager, Sales Enablement | DocuSign
1d Edited

How do you get a 2.5k+ field organization of sellers to speak the same language?

You partner with one of the best in the business, Winning by Design, to deploy a singular sales methodology to better equip our teams.

Over the last 3 months, a small group of Sales Enablement leaders had the opportunity to learn a SaaS-focused sales methodology and how to deploy globally.

I am confident that through this methodology, we will be able to level up as a sales organization and better drive #IMPACT with our clients.

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Niko Thielsch 1st
VP Sales & CS | Alasco
1d Edited

A few weeks ago we joined forces with Winning by Design. We started a 360 approach to level up everything from sales org, to processes, tool stack and of course our GTM market approach. (why? well spoiler #BANT, #MEDDIC all nice but not state of the art because they are #seller-centric and not #customer-centric. They all have their importance but falling short covering the entire funnel from prospecting, closing/winning to onboarding and LTV -> that is why we adopt the #SPICED framework).

For me as a Rep (long time ago) and as Revenue Leader, the SPICED framework was and is a game changer. The impact on GTM, the operational level, the business model and the underlying data required makes it unbeatable for me.

In the following week, all our Reps will go through the best in class sales and customer success training covering the entire sales funnel, skills, mindset and coaching frameworks.
This is a massive investment into our company’s future and primarily in our current talent to develop sales & customer success ⭐️ superstars ⭐️

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Richard McGuinness 1st
VP of Sales EMEA | ClickUp
1d Edited

I recently completed the ‘Mastership in Revenue Architecture’ course and can’t begin to tell you how useful it has been. As a revenue professional, understanding the baseline models of the revenue machine is crucial for success, and too often we spend our time downloading the ‘software’ of sales success without really getting to understand the ‘operating system’ that everything runs on. This is where the Revenue Architecture model kicks in.

This isn’t a course on ‘how to sell’ or ‘where to find your ICP’ – this is a course that covers the fundamentals of GTM model design and execution, and I cannot recommend it highly enough. If you have chosen to build a career as a revenue professional, you should consider this course an update to your core OS.

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David Collett 1st
EMEA Referral Partner Manager | Catapult
1d Edited

The most advanced and complete SaaS sales / GTM framework (and training) I’ve ever come across. PERIOD!

I’ve consumed all the most famous sales methods you can think of. But it always felt like the picture was incomplete and something was missing. That was until I discovered WbD and their unique YouTube videos. It literally blew me away and change my view on SaaS sales methodology. Forget about tricks to “close the deal” and wing it like the pro…If like me you’ve been longing for a sales training framework that breathe data, can reconcile all other methods you’ve learned about, put processes and models first, then your search is over.

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Ethan Gustav 1st
VP of Revenue, North America and Global Accounts | Infobip
1d Edited

To be clear, the team at WbD that we partnered with were incredible. So skilled, professional, collaborative, empathetic, and appropriately flexible and prescriptive to our acute needs.

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Rachel Phipps 1st
Director of Customer Success, EMEA | SmartRecruiters
1d Edited

Rather than simply sign off, I want to say I’m DELIGHTED with the output we have now…Overall, I’m blown away by the work that has gone into this. This significantly supports us to raise the bar and deliver a notably higher standard of CS. This WILL become what we live and breathe within CS, and I know the team will embrace the content, structure and guidance it provides.

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Rich Taylor 1st
VP of Operations and Chief of Staff | Qualio
1d Edited

The expert team from Winning by Design dove deep into our go-to-market teams, processes and data to uncover some critical growth levers for our business. Not only are these insights and action plans essential for our next stage of growth, but they are also helping to get everyone on the same page! Would I recommend Winning by Design to fellow B2B SaaS Growth Leaders – absolutely!

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Kevin Lord 1st
Head of Practice Sales | FreeAgent
4d Edited

Using SPICED is a firm favourite of mine!

The Winning by Design methodology is what we have implemented successfully at FreeAgent the past 3 or 4 years.

Simple sales framework to help with your conversations keeps you consistent and, more importantly, in control of what is being said!

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Koen Stam 1st
Head of Benelux | Personio
1d Edited

Winning by Design is deep to my heart. Have had the pleasure implementing WBD sales fundamentals in 2017.

Can very very very much recommend Roelof Hengst, Dan Smith, Maria Abad Baides, and their free great content and blueprints on their website.

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Kevin McCombie 1st
Depot Support Engineer | TransPennine Express
1d Edited

They have a very easy-to-use learning system and blueprints you can download to help with learning. They conducted live sessions, which were very interactive; the instructor worked with all members of the course and showed a very high level of professionalism and, to top it off, had great energy.

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Megan Wagstaff 1st
Sales Development Manager | The Arbinger Institute
1d Edited

After our first class of Prospecting with Intent with Winning by Design I’m excited to rework emails in our sequences.

The “RRR” Framework has helped us realize we need to be better at providing value for our clients in our emails. I’m pumped to see what this will do for our SDR team! If you are an SDR leader or an SDR I recommend learning about “RRR”- Relevance, Reward, and Request.

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Hugo Roget 1st
Business Development Executive UK | Ryte
1d Edited

Thank you to Winning by Design for providing such a great course. Our Trainer Antoine Mandy is really next level!

I highly recommend any sales team to go through this training, it really brings up the level of professionalism we give our prospects during meetings and ultimately helps us deliver better value to our customers.

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Felix Beccar 1st
1d Edited

The amazing team at Winning by Design has very powerful frameworks and examples, a lot of free content on Youtube too

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Natalia Ardila Mejia 1st
Chief Experience Officer | Kriptos
1d Edited

Helpful and great methodology to learn. What I liked best was the impact of the storytelling “hero story”, spiced framework, and the importance of the 1st value and full value.

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Charae Harrison 2nd
Senior Mid Market Account Manager | Levelset
1d Edited

Wbd is changing the way I approach selling! I love how simple it was to understand. I’m a visual learner and I feel like the homework and training was a home run for me. Our instructor even tailored the training to our specific type of sale!

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Alee Hess 2nd
Senior Mid-Market Expansion Account Manager | Levelset
1d Edited

The trainers are incredible, as well as the platform itself. The first thing they teach you is how people learn — then they show you how we’ll utilize that knowledge to make our time training together more impactful.

Their process exposes you to the information multiple times and in various ways (read, watch, talk it out). The collateral provided is helpful to reference back to as well. Trainers are personable and make the courses more enjoyable.

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Walter Brown 1st
Sr. Account Executive | ThoughtTrace
1d Edited

Excellent sales courses. I like the suggested real-scenario application of this which was highlighted in the pre-work videos. The upside of using it is that it gives you a proven plan of attack.

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Jason Seale 1st
Director of Client Support Services | Central 1
1d Edited

Very knowledgeable and engaging presenters help bring the materials alive, allowing the lesson to resonate better.

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Mike Buccialia 1st
Fractional Sales Leader
1d Edited

Like most things these days, a lot of that has become data-driven, and in my opinion Jacco van der Kooij and the team at Winning by Design have a lock on what metrics you need to inform your strategy and drive growth.

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Consultative Selling Examples

It might seem counterintuitive, but the last thing that a customer wants from a sales rep is a sales pitch. According to recent research from Salesforce, 86% of businesses are looking for a trusted advisor. They want someone who understands the challenges they are facing and can help them figure out the best way to solve them. However, only 73% of businesses say that’s what they are getting. Most report that their interactions with sales teams feel too transactional. 

We get it. You’re excited about your product, and you want everyone to understand the impact it could have on their company. But when you start pitching a product, today’s customers are likely to stop listening. How do you get a customer to hear what you have to say? Be the one salesperson who is providing them with the expertise they are looking for. If you do that, we guarantee you that your customers are going to pay attention. 

Traditional sales methodologies were all focused on one thing: selling a product. A sales team’s job was to guide a customer toward which of their products was right for them. But today, customers are looking for more than just a person who can tell you about their line of products. They want an authority on their type of business who can guide them through the buying process. They want someone who can make them feel confident that they are investing in a solution that won’t have to be replaced down the road. And they want a simplified, streamlined process.

But that’s not all. According to Abe Awathi, Senior Manager of Digital Customers at Deloitte, B2B customers have gotten used to the personalized experiences they receive as consumers. They expect the same service when they are buying for their companies. Three-quarters of business buyers expect companies to anticipate their needs, make relevant suggestions, and deliver the right level of engagement across the buying journey,” said Awathi. “It’s not enough for sellers to stand behind their products. They need to become partners in ensuring success for the individual buyer and the organization.” 

All of this shows why consultative selling is important. This sales methodology isn’t just about making a one-time sale, it’s about establishing a long-term relationship with a customer. The consultative selling process starts when you connect with a prospect. Your first step is to take the time to research their company and figure out their pain points. By the time you sit down with them, you already know as much as you can about their problems and the potential solutions. The types of questions refine what you know about their company. Some examples of open-ended, probing questions include, “What’s the biggest challenge you’re having with your social media strategy?” and “When did your team start feeling overwhelmed by the onboarding process?” As they start sharing details about their pain point, the customer begins to look at you as an advisor who can help them navigate the decision-making process.

Whether you’re new to sales or have years of experience under your belt, consultative selling training can help you master these techniques. To understand the impact of sales training on your company, consider the wide range of educational opportunities offered by Winning by Design’s Revenue Academy. Its open courses, private classes, and coaching sessions provide the fundamental skills and processes for all members of your customer-facing team. This includes providing them with consultative selling examples that emphasize the importance of helping customers reach their goals. The leader in accelerating and optimizing recurring revenue for B2B organizations, Winning by Design provides the training that’s integral for modern sales teams.

Consultative Selling Skill

According to a report from Gartner, 77% of companies say that their last major purchase was more complex than they anticipated. Companies have more decision-makers than ever for major purchases. With advances in technology, the number of options they have is increasing exponentially. The amount of information available online continues to grow. No wonder they are frustrated. But you shouldn’t look at this as a problem. It’s an opportunity. Your customers are looking to you to make their purchasing process easier. You do this with consultative selling skills.

 What are some examples of consultative selling? Suppose that you are an account executive for a software company that uses a recurring revenue model. If you were using traditional sales techniques, you’d listen to a prospect talk about their challenges and suggest one of your products. But with consultative selling, you’d dig deeper. Before your first meeting, you’ll do research into their company so that you understand what they do, the growth they are experiencing, and where their pain points might be. When you finally sit down together, you’ll ask questions that help to pinpoint what their problems are. You use all of this information you learn to help diagnose the problem and come up with the best solution for them. This is a key consultative selling skill that is a stepping stone to building trust with a client.

Many people ask us how to develop selling skills geared toward today’s customers. Learning professional selling skills requires hands-on experience like the kind offered by Winning by Design. The courses offered through our Revenue Academy are taught by people with years of experience in the field. They guide participants through real-life experiences they have encountered and help them solve issues they are facing at their own company. Even the best consultative selling books can’t offer the same type of experience.

Consultative Selling Questions

As the name implies, consultative selling involves a series of questions. If a prospect’s pain point involves managing their customer base, you’d start out by asking probing questions about their process. Questions can be closed ended or open ended, depending on the information you’re hoping to get from them. Closed-ended questions are used to define a situation. They provide context and help you get to the point faster. An example would be: “Your company has been the leader in your industry for the last five years? Did I get that right?” The answers to closed-ended questions are often just yes or no. They show you’ve done your research and help to earn a customer’s confidence.

Moving ahead, you’ll want to ask customers open-ended questions to pinpoint the challenges they are facing. Some examples of open-ended questions for consultative sales might be: Can you describe how you currently manage customer relationships? What has made this process more difficult for your team? As you start to understand the pain points, ask a few high-impact questions that focus on the urgency of the situation. A few examples of high-impact questions include things like: What’s stopping you from solving this problem? What would the impact be on your business if you could solve this problem right now?

Remember that there are two types of impact: rational and emotional. Rational impact is all about dollars and cents. Does this software help increase revenue? Is it able to cut your costs? Emotional impact isn’t quite as easy to pin down. It’s how the customer feels about the issues that you’ve just identified. Studies show that people tend to make emotional decisions first, then back them up with facts and figures. That means emotional impact can be incredibly important. So make sure some of your sales questions and answers focus on emotional impact, such as: How frustrating is this bottleneck for your team? Will solving this problem help your teams work better together? Together, all these types of questions help you to diagnose your customer’s pain and understand the impact they want to achieve.

Consultative Selling Script

We know that there are a lot of people are doing online searcher for phrases like “sales scripts that close every deal” and “sample script for selling a product.” But the truth is that a sales script that works for one company isn’t necessarily going to work for another. That’s because even if you’re in the same industry or sell the same type of product or have a sales team of roughly the same size, you can’t expect to succeed using the same sales script template. You need to have a sales strategy that is tailored for your company’s needs.

What is a consultative selling script? How do you put one together? Rather than a document your team reads word for word, a sales script is more of a list of talking points that will help your team stay on track during a sales call. It’s easy to get distracted when talking to a new client. A sales script helps everyone on your team — especially those who might be new to the industry — understand how to position themselves as experts who are ready to help customers find the right solution. 

When it comes to learning consultative sales, Winning by Design has tools to help B2B companies optimize their process. We dig deep by analyzing the conversations your account reps are having with your customers. We evaluate all their points of contact with customers and make recommendations about what is working and what can be optimized. On top of that, we have classes where your team members can improve their skills and coaching to help them put these skills to work.

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