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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Sales Negotiation Skills

To be a great account executive, you don’t necessarily have to be a great negotiator. Dan Smith, Chief Learning Officer at Winning by Design, says that what you need to close more deals is to learn how to trade. Unlike other sales negotiation skills, trading isn’t about one side maneuvering against the other. It’s a sales negotiation process that allows both sides to get more of what they want. “If you are offering something of value to a customer,” he says, “then it is fair to ask them for something of value in return. That’s the essence of trading.”

When it comes to trading, it’s important that you know all of the levers that you have at your disposal. And you might have more than you realize. Price is the one that most account executives focus on because offering a discount is one of the key tactics in sales negotiations. But a discount isn’t always the most effective lever when it comes to trading. That’s because discounts often work in a counterintuitive way. Instead of making your solution seem more valuable, they can make the seller suspicious about your pricing. “If you offer your product at full price and then accept a 10% discount, why didn’t you just offer the 10% discount in the first place?” Smith asks. “When both sides feel a little resentful about the outcome, what should have been a win-win situation can feel more like a lose-lose.”

What other levers are available? Think about what’s most valuable to your company. One thing that should always be on the table is the length of the contract. Are you asking your customer to commit to a one or two-year contract? If the length of the contract is a big concern for the customer, they might be more flexible about other things. If you reduce the length of the contract, it’s perfectly reasonable for you to ask the customer to pay more. “Think about it as a price adjustment,” says Smith. “What are you willing to trade in order to get something of equal or great value for you and your customer? That is the win-win scenario that trading allows you to get, but typical negotiation leaves on the table.”

The payment schedule is equally important. Will the customer pay on a Net 30, Net 45, or Net 60 basis? Will there be an annual upfront payment, versus monthly or quarterly payments? And don’t forget things like marketing referrals. Written case studies that can be part of your marketing package, personal testimonials from their leadership team that can be displayed on your website, or comments about your product or service on review websites can be incredibly valuable. If they mean more business down the line, they might be worth trading for.

One tip that should be a part of every sales negotiation training program: Remember that a skilled buyer is going to want to negotiate each of these levers separately. For example, they may want to decide on price before they move onto contract and payment. Keep everything on the table until you have come to an agreement. That gives you the leverage to trade for the things you really want. “If it turns out to be a win-win for you and the customer,” says Smith, “that is how you form a long-lasting relationship.”

Many business experts put too much emphasis on learning the four stages of the negotiation process or mastering advanced negotiation training. But Smith says that the key to the most effective training for sales representatives — especially for SaaS companies — is understanding how to trade. It’s integral for the recurring revenue model.

Sales Negotiation Examples

When you think about an example of a negotiation between buyer and seller, you probably picture people haggling over price. The truth is that you should never frame the discussion as being primarily about price. If you get drawn into a conversation about the cost of your product, you are negotiating, not trading. “For most buyers, it’s not their first time at the rodeo,” says Smith. “They already know what it’s like to work with a seller. And when you offer them a discount, they wonder, ‘Why didn’t you just give me the lower price the first time?’”

Offering a discount changes the buyer-seller dynamic, and not always in your favor. If a customer says that your price is too high, make sure that you ask them exactly what they mean. Don’t always assume they are asking for you to reduce your rates. They could mean the overall cost of the contract or the amount you’re asking to be paid up front. Being too quick to propose a discount makes a customer doubt the value of your product. Smith says that one of his favorite sales negotiation examples involves holiday shopping. “Think about when a company doesn’t lower its price for its most popular product on Black Friday,” says Smith. “Their customers believe that this is the actual value of that product.”

Looking for negotiation examples in business? At Winning by Design, the leader in accelerating and optimizing recurring revenue for today’s companies, our approach is to teach you how to trade, not negotiate. The courses offered through our Revenue Academy include expert instructors, interactive training sessions, best-in-class frameworks, and detailed blueprints for every step along the sales journey. Our trainers provide you with real-life negotiation examples and offer sales roleplay scripts based on their years of experience in the field.

Importance of Negotiation Skills in Sales

At Winning by Design, open courses like Selling for Impact and Selling into Enterprise Accounts teach your account reps the importance of negotiation skills in sales. Led by trainers who are among the most respected names in the industry, we offer more than just general topics like the “10 advantages of negotiation” or “6 strategies for negotiating sales.” These classes offer skills that your team can begin using right away. Lizzie Harrington, a Channel Partner Manager at Asana, said she appreciated the chance to learn how to work more closely with customers. “Negotiation was the main thing for me,” she said. “I liked learning how to get everything on the table and understanding what the client really wants.

It’s hard to ignore the importance of negotiation skills in business. That doesn’t just apply to your sales team. Because revenue teams work so closely together these days, negotiation skills are important for sales professionals across the board. That’s why all of our courses are built on the same sales methodology. That means that when you partner with Winning by Design, your entire Revenue Team — Sales, Sales Development, Business Development, Customer Success, and Revenue Management — will speak the same language.

Sales Negotiation Principles

When your business is based on recurring revenue, you want to maintain the best possible relationship with your customers. That’s why it’s so important for both sides to come away from the bargaining table feeling that they’ve gained something. Winning by Design’s wide range of open courses focus on the top sales negotiation principles in the industry today. We answer your team’s most important questions — Why is negotiation important in sales? What’s the difference between sales and negotiation? How is it possible to keep both sides happy in a negotiation? — along the way.

To help your team incorporate what they’ve learned about different types of sales negotiations into their daily routine, we have private courses and coaching sessions that can be tailored to your specific needs. All of this is supplemented by detailed blueprints on a wide range of topics that are available whenever your team needs a refresher. Simon Roberts, Senior Account Executive at Integrate, said that he had nothing but good things to say about the “clear, practical, applicable advice” he took back to his team. “Winning by Design’s approach to negotiation and decision-making criteria has really helped to close the larger deals,” he said. “It was immediately applicable to the modern SaaS customer.”

What Is Negotiation in Sales

In more than 600 reviews on G2, Winning by Design customers tell us they have been able to “level up” with our training. Dan Ennis, Customer Success Manager at Beekeeper, said that our courses helped him understand the role of negotiation in the sales process. He learned that out of all types of sales negotiation, trading was the most effective one for recurring revenue companies. “My first tendency is to turn to discounting, so the trade training was invaluable,” he said. “Winning by Design helped our team grow in actual negotiating and trading, not just discounting, with prospects and existing customers.” 

What is negotiation in sales? Winning by Design’s courses help account reps learn how to trade more effectively. Johnathan Hampton, Director of Account Management at ACA Compliance Group, said nobody can beat Winning by Design when it comes to negotiation skills in sales. “I have realized many of the aspects of sales that we forget are highly important,” he said. “I have also learned some great tools for making everyone feel like they have won during the negotiation, without giving up money.

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