Build a Predictable Sales Framework

Leverage our certification platform to quickly develop and reinforce your new sales framework.

Each of our 24 modules leverages a blended learning and development model that simplifies the process of understanding and applying new winning sales habits and behaviors.

Collecting WINS Growth Multipler Badge


Give your sales people and sales managers the opportunity to continue expanding their learning and potential, via our self-paced end-user and train-the-trainer programs.

Your Growth Multiplier Certification™ will create a lasting impact on the performance of your sales people, the stability of your sales culture, and the foundation of your ability to consistently recruit and onboard top producers.



Whether you are one of the 18 million people in the US with a traditional sales role or not, chances are you spend some portion of every day leading people to change. Over the years, we have observed that people buy (or buy into) new ideas, products or services only when they are ready, willing and able to change.

Creating buyers, therefore, does not start with learning how to sell. It starts with understanding how, as both sales people and servant leaders, you can help customers walk a shared path to change. So, in the end, when customers are ready, willing and able to change, they are ready, willing and able to buy from you!

The next step on your journey is to translate your ability to lead change, into a structured and dynamic sales process. This sales process will become your permanent solution to generating predictable, repeatable revenue growth throughout your sales career, regardless of what you sell or who you sell to.

By working through this module, you will have the opportunity to apply the mindset required to develop a structured and dynamic sales process, the skillset required to lead your customers to successful buying decisions, and the toolset required to align the way you sell to the way your customers buy.

The next three steps on your journey, covered in Modules #3, #4 and #5, are designed to help you simplify the implementation of your new sales process by helping you learn to ask the right people, the right questions at the right time.  Let’s start with the first of these three steps, engaging the “Right People.”  

In this module, you will have the opportunity to apply the mindset required to recognize four buyer and influencer roles, the skillset required to understand five buying center relationships, and the toolset required to help you complete the buying center anatomy of any active sales opportunity.

Now that you are familiar with the Right People to include in a successful buying cycle, let’s discuss how, by asking the Right Questions, you can further simplify the implementation of your new sales process.  

In this module, you will have the opportunity to apply the mindset required to conduct meaningful interviews, the skillset required to qualify a compelling problem, and the toolset required to tailor your interviews for your unique sales environment.

Now that you are comfortable with the Right People to engage and the Right Questions to ask, we are on to the third of three steps required to help you simplify the implementation of your new sales process: The Right Time.

In this module, you will have the opportunity to cultivate the proper mindset during buyer interviews, the skillset of not skipping steps in your sales process (regardless of where you enter the buying cycle), and the toolset required to lead and manage multiple sales opportunities via your own tailored version of the WINS Pipeline™.

Now that you have simplified the implementation of your new sales process, we will wrap up the first level of your Growth Multiplier Certification™ by reviewing the concepts behind your WINS Scorecards.

We will discuss two kinds of Objective Behavioral Scorecards (OBS) that you can keep, to remain focused on your success.  The first OBS is designed to capture textual data and the second will capture numeric data.


There is a significant collaborative effort required by sales, marketing, and other customer-facing teams to generate leads that have a high probability of becoming pipeline opportunities. Despite all this effort, we know 58% of a typical sales pipeline will end in no decision, which means most sales people do a poor job protecting themselves from tire-kickers, information-gatherers, and time-wasters.  

In this module, we will show you how to apply the lessons of Collecting WINS™ to plan and lead effective qualifying meetings, so you can be confident in the quality of every opportunity you create.

Now that you have transformed your lead into a qualified opportunity, you are ready to execute your first selling meeting … the first official stage of your sales pipeline.  In this module, we will show you how to apply the lessons of Collecting WINS™ to plan and lead an effective first selling meeting, and leverage what you learn as you work toward producing a meaningful recommendation and verbal agreement.

Now that you understand the principles of running your first qualifying and first selling meetings, in this module we will help you explore the subtle points of building a business case that will turn your recommended solution into an easy “yes.”  After all, people don’t buy what you sell, they buy the impact of what you sell.  Therefore, the decision to buy is not the result of your buyer understanding your solution.  The decision to buy is the result of a buyer understanding the value of solving his or her problem.

As we have discussed in previous modules, educating a buyer on your solution before understanding their problem, hurts your ability to build and sell value.  But, the timing of demos and presentations are not always in your control.  In this module, we will talk about the importance of properly timing the education you provide, and how to structure your agenda to support your priorities as a customer centric, value-seller.

Objections are among the most important data points collected during a buying cycle.  As sales people and servant leaders, we experience objections that can both accelerate and delay the buying cycle, often in the same meeting.

The key to successfully navigating these waters is understanding the difference between valid and invalid objections, knowing the source of an objection, and responding in a way that demonstrates your leadership.  In this module, we will talk about these and other topics designed to help you leverage any objection to your (and your buyer’s) advantage.

It is impossible to present a winning proposal if you skip steps in the sales process.  When you skip steps, the connection with your buyer becomes less intimate, the information you collect becomes less emotional, and the recommendation you ultimately make becomes less compelling.

The key, as Stephen Covey wrote, is to “begin with the end in mind.”  If you begin your sales process by thinking of the winning proposal you will write, then you’ll make time to pursue the conversations and ask the questions required to tell your buyer’s story and lead him or her to a successful buying decision.


Sales people and servant leaders understand three essential truths about goal setting: 1) The right goals create the proper context for the decisions we make, the actions we take, and the outcomes we create. 2) The right goals come from our own core values and dreams, as well as our employer and others who play important roles in our lives. 3) The right goals determine the rewards we take from the investments we make, every day we are at work or play.  In this module we explore where the right goals come from, how to capture them, and how to ensure our journey is as fun and fruitful as the destination.

Since starting your certification program you have had the opportunity to apply several important principles of Collecting WINS™ to your own sales environment.  To further complement your learning, this module will introduce you to more essential self-management principles that can be leveraged to ensure your sales pipeline is always optimized to help you take control of growth.

There are few elements of a consultative, value based sales platform that are more important and yet more commonly forgotten or misunderstood than territory management.  Without well-defined and well managed sales territories, neither the sales person, sales team, or company can perform to its potential.  In this module, we will show you what it takes to be the CEO of your territory and build the ‘business’ you desire.

As we learned in Module #3, there are four buyer roles associated with every buying cycle.  These four roles may be played by one or more people, depending upon your sales environment and the size of your customer’s buying center.

This module focuses on the importance of understanding the people who play these four buying center roles, and capturing this understanding in a representative buying center persona and summary WINS Persona™ for each product-service package you sell.

In the last four modules, you have learned how to:

  1. establish meaningful goals;
  2. manage your sales pipeline;
  3. run a sales territory;
  4. define the personas of buyers within your territory.  

In this module, you will learn how to accelerate branding and lead generation efforts, using Buy Cycle Triggers and Hooks to capture the emotional interest and cultivate the desire of ready buyers.

As sales people and servant leaders, we are all members of a team.  Sales, after all, is a team sport.  While we have seen evidence of this in recent modules, there is no more important example than the design and execution of your go-to-market strategy.  In this module, we will complete the process of transforming your unique personas, triggers, and hooks into branding and lead generation campaigns designed to maximize your territory coverage, pipeline management, and goal achievement.


If you can’t find qualified sales opportunities, being able to sell doesn’t matter.  In the last module, we learned that the wealth of online information has transferred more control to buyers in the early stages of B2B buying cycles.  This makes your partnership with marketing more important than ever.  In this module, we will discuss ways you can help take back some of this control by leveraging digital assets, i.e. content and channels, that position you as the provider of information buyers rely upon to initiate and achieve successful buying decisions.

Many B2B brands are incomplete, communicating broad messages to key markets without considering the needs of sales people who must tailor those messages for the diverse and unique buyers they engage.  In this module, we will explore how Buyer Branding personalizes brand experiences for buyers, by arming sales people and servant leaders with the ability to deliver powerful and consistent messaging for each buyer and stage of the buying cycle.

Sales people and servant leaders have long debated whether pleasure or pain introductions have a more powerful emotional impact on ready buyers. The question being, do more people make buying decisions to move toward something positive or away from something negative?  In this module, we will continue to explore the role emotions play in helping buyers make successful buying decisions, and how to use pleasure and pain introductions to become a buyer’s early emotional favorite.

When we don’t have the ability to engage ready buyers face to face, email continues to be the best tool we have for generating their Awareness, Interest, Desire, and Action (AIDA). However, even the best written email will fail if we break the basic rules of applying leadership and influence to help us “sell the way people buy.”  In this module, we will share with you the rules for writing powerful emails that compel busy buyers to act on your behalf.  And, we will help you organize your email outreach campaigns for maximum efficiency and effectiveness.

Since marketers began using the phone to “cold call” consumers in the late 1970’s, there has been a question debated among B2B sales professionals.  Does the investment required and potential risk to corporate brands outweigh the rewards of including this approach in our go-to-market strategy?  Fortunately, this program has given you the tools to warm-up traditionally cold outbound calling campaigns and improve your odds.  In this module, we will share the requirements for writing and delivering powerful phone scripts that compel ready buyers to listen and act on your behalf.

The fact is, most top producers leverage network, referral, and introduction selling to generate their own leads.  When we look at the numbers, top producers in B2B sales environments convert 50%-80% of the leads they generate from these sources.  In this module, we will explore the power of customer referrals and what top producers know about how to cultivate and maintain this most valuable source of new business.


Are you ready to accelerate your organization’s growth?