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 Training

Suppose that dropping one word from your vocabulary could change the trajectory of your career? What if it could make you more persuasive with prospects, improve your interactions with customers, and make you more confident when you’re closing deals? What if it could help you reach your sales goals and make a big impact on your company’s bottom line? Getting rid of a single word, one that most of us use every day, can do all that.

The word is “negotiation.” From now on, you should replace it with “trade.” How can changing one word accomplish so much? When account executives sit down to negotiate, they tend to think in terms of dollars and cents. They imagine percentages increasing or decreasing. They often give away discounts far more than they should — and often for little or nothing in return. Almost every negotiation is a frustrating experience because even a small discount can have significant consequences for your company. In a recurring revenue business model, a 10% discount means that after seven years, your company has brought in only half the revenue that it would have if you had sold it at full price.

But the customer ends up feeling frustrated as well. They probably believe that a discount demonstrates that you are committed to winning their business, but a discount often works in a counterintuitive way. Instead of making your product seem more valuable, it can make the customer question your pricing strategy. 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? 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 is business negotiation for, anyway?

Most business experts stress the importance of negotiation. There are plenty of articles on the most effective sales negotiation strategies and sales negotiation training courses that promise to help you handle difficult discussions. But the truth is that when your business is based on recurring revenue, you want to maintain the best possible relationship with your customers. It’s important that both sides come away from the bargaining table feeling that they’ve gained something. That’s why at Winning by Design, the leader in accelerating and optimizing recurring revenue for today’s B2B organizations, our approach is to teach you how to trade, not negotiate. That’s how we’ve revolutionized sales negotiation training.

Sales Negotiation Training Exercises

Many sales negotiation training exercises offered by other companies revolve around closing the deal. They advise account executives about when to offer a discount in order to encourage a customer to sign on the dotted line. But when you give a customer a discount just because they asked for one, they don’t expect to have to give you anything in return. There’s no trade involved.

At Winning by Design, we provide the industry’s best consulting and coaching programs for SaaS-based companies. Because up to 93% of the lifetime value that these companies get from their customers comes months or years after a deal, we emphasize the importance of building long-term relationships. In our negotiation activities for students, we stress that rather than offer a discount, they should reframe it as a price adjustment. That way it’s clear that it’s a part of the trade. At that point, you discuss what they are willing to give you in return. Our negotiation scenarios take into account what is happening in the workplace today.

Winning by Design’s short negotiation exercises get high marks from our participants. We have more than 500 five-star reviews on G2 that praise our wide range of courses. Dan Ennis, Customer Success Manager at Beekeeper, said that Winning by Design offers the “best negotiation training” he’s ever encountered. “I love that their techniques work,” he said. “My first tendency is to turn to discounting, so the trade training was invaluable. Winning by Design helped our team grow in actual negotiating and trading, not just discounting, with prospects and existing customers.”

Sales Negotiation Process

If you have any doubts about how powerful trading can be, just ask your sales management team how it can affect sales negotiations. They will let you know that trading ensures that everyone at the table is satisfied because they are walking away with something that they want. Negotiating, on the other hand, leaves them feeling that they have given something away. As negotiation strategies go, it’s not the way to build trust on both sides.

 When it comes to the sales negotiation process, you might have more tools than you realize. Price is the most obvious one, but you should make it clear to your customer that it’s only one of several things on the table. 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. If a customer says that your price is too high, ask exactly what they mean. Don’t always assume they are asking for a discount. They could mean the overall cost of the contract or the amount you’re asking for it upfront.

 One of the other things that should always be on the table is the length of the contract. Is the customer committing to a one- or two-year contract, or is it a month-to-month agreement? If that’s a big concern for the customer, they might be more flexible about other things. The payment schedule is equally important. Will they 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 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.

Sales Negotiation Examples

It’s a conversation that all of us dread. After hammering out all the details of a deal with a potential new customer, the executive you’ve been talking to for weeks or months gets you on the phone. “I’ve just talked to our Chief Financial Officer,” the executive says. “Our team doesn’t have the budget we discussed. You need to do better on the price.” It’s easy to feel that you’re at a disadvantage. The customer has demanded a discount. What choice do you have other than give them what they want?

That’s when your sales negotiation training should kick in. Your customer wants a lower price. Fine, customers ask for discounts all the time. But that doesn’t mean that your only choice is to give it to them. Remember that the customer is asking that you give them something of value. One of the most important sales negotiation techniques is to always ask for something of value in return. That’s the key to a well-executed trade. You can turn it into a win-win situation if both sides get something they want.

This is one of the sales negotiation examples that comes up most often in the sales training courses offered by Winning by Design. Participants tell us that when they get a request for a discount from a customer, they feel like they don’t have many options. But one of the most important sales negotiation principles we teach them is that most deals that reach the negotiation stage seldom turn on price. What most people want is to feel like they’ve gotten the best possible deal. If you offer them something else they want — for example, a shorter contract or more flexible payment terms — price might no longer be so important. Understanding these examples of negotiation in business make you a better trader.

Sales Training

When it comes to B2B sales training with a strong emphasis on negotiation, your best option is Winning by Design’s Revenue Academy. Our sales training methods include interactive training sessions, expert instructors, best-in-class frameworks, and detailed blueprints for every step along the sales journey. Courses like Selling for Impact and Selling into Enterprise Accounts teach you the skills you need to be an effective trader. As your skills ramp up, so does our sales training. If you’re a frontline manager, our Managing for Leadership helps you become a better mentor for team members who are new to negotiation. To help your team incorporate what they’ve learned into their daily routine, we have private courses and coaching sessions that can be tailored to your specific needs.

 One of the reasons that Winning by Design has the best online sales training is the fact that all of our courses are built on the same methodology. That means that your entire Revenue Team — Sales, Sales Development, Business Development, Customer Success, and Revenue Management — speaks the same language. That smooths out the process of passing a customer from Business Development to Sales or from Sales to Customer Success. And since our focus is helping companies grow their business using the recurring revenue model, we know how to teach your account executives the way to change their negotiation strategy with customers so that they always find a win-win solution. That’s why Winning by Design has the best sales training available today.

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