B2B sales training

Every rep sells a different way? Train one way to sell.

B2B sales training for your sales team, on your own deals.

I’m Jose M Bermejo, a sales trainer and coach. I train the sales teams of B2B technology and services companies on their own product, buyers and calls: one sales pitch, discovery, qualifying with MEDDPICC or BANT, objections and closing. Then I coach each rep on live calls until it holds.

2 to 10 reps or a first sales leader
Built on your own calls
Priced per engagement

Book a 25-minute exploratory chat See what it covers

Pick a time. If your team needs something else, I’ll tell you on the call.

Akio Aida, founding AE at Grammarly Enterprise: “I tripled my closing rate in less than 1 month.”

Who B2B sales training is forYour reps work hard. Each one sells a different way.

A small team can work hard and still lose deals. Usually nobody taught it one way to sell. Most of that gets fixed by training the team, not by hiring more reps. It fits software, tech and IT services companies that sell high-ticket deals.

Best for

Owners and CEOs of B2B technology and services companies with 2 to 10 reps, or a first sales leader.
Each rep tells a different story about the product, and qualifies deals their own way.
Big deals still need you on the last call to close.
You want one pitch and one way to qualify that every rep uses.

Not a fit if

You have 50 or more reps and want one course for all of them. A sales training company fits that better.
You’re one rep looking for a course. This trains a team, on its own deals.
You want people hired or outsourced to sell for you. I train and coach the people you hire.
You need the sales process itself designed: the pipeline stages, the rules for each one and the numbers. Start with B2B sales consulting.

What your sales team training coversEight modules, on your own deals

B2B sales training here means teaching your team to sell one way, on your product, your buyers and your own calls. The modules follow a deal from first call to signature, and we choose the ones your team needs together.

Your sales team training

Built on your deals

1One sales pitch the whole team tells
Built with you from your real calls, in six parts and in the buyer’s order: who it’s for, the problem, what they do now, why you, proof and the next step. Every rep learns to tell it the same way.
2Discovery calls
Your reps learn to ask about the problem before they show the product: the questions that find the problem a buyer will pay to fix, then who decides and how they buy. Each call ends with a next step agreed, not a demo.
3Qualifying with BANT and MEDDPICC
One way for the whole team, chosen by deal size. BANT checks budget, authority, need and timeline, for smaller deals with one buyer. MEDDPICC is MEDDIC plus two letters, for big deals where several people decide: Metrics (what the buyer gains, in numbers), Economic buyer (who signs off on the money), Decision criteria (how they compare the options), Decision process (the steps and people between now and a yes), Paper process (contracts, legal review and purchasing), Identify pain (the problem they will pay to fix), Champion (the person inside who sells for you) and Competition (who else they could choose, doing nothing included).
4Enterprise deals and buying committees
Often the person who liked the demo can’t say yes alone. Your reps learn who decides on the buyer’s side: the budget holder, the champion who sells for you inside, and the security review, legal and procurement steps large companies add. They plan each one, so deals don’t stall there.
5Objections and the price conversation
Buyers say “it’s too expensive” first. Your reps learn to ask what the price is being compared with, and to find the doubt behind it: about the outcome, or about you. Then they answer that one.
6Proposals and closing
One proposal format, so every proposal makes the same case, built around what your buyers worry about. Then closing on live calls, so deals close without you on the call.
7Pipeline stages and a forecast
Your reps learn how a deal moves through your pipeline: the steps from first call to signature, and who does what at each one. Every rep qualifies the same way, so the forecast stops being a guess.
8Coaching each rep on live calls
I review each rep’s calls and coach them on what to change, on their own deals, until the new habits hold.

Your product, your buyers, your calls.Not a course from a catalog.

Training first, then coaching: the training teaches your team one way to sell, and the coaching works on their real calls with buyers until every rep sells that way.

A sales training program on your deals, or a catalog course?Same topics. Different deals.

For 2 to 10 reps or a first sales leader

Training on your deals

Built from your calls.

One pitch, one way to qualify, and coaching on each rep’s live calls. Your product, your buyers and your deals, nothing from a catalog. Priced per engagement.

For 50 or more reps

Corporate sales training program

One course for many teams.

A sales training company runs the same program on general selling skills for every team. It fits when you need one course for all of a large sales force.

And sales coaching or consulting?

If one person, you or your sales leader, needs help on live deals, that’s sales coaching, one-to-one. If there is no sales process yet, B2B sales consulting builds it first. If you need someone to lead the team part time, see fractional CRO.

Training your reps on objections

**Jose M Bermejo**Sales trainer and coach for B2B teams

Who trains your team

Jose M Bermejo

Sales trainer and coach for B2B teams

15+ years selling B2B tech, first as a chief revenue officer who grew revenue 120%.
$10M+ in deals I closed myself, from $5K to $1M each.
A 50% average close rate on high-ticket deals.
VP of Performance at two companies.
100+ workshops run.
Executive MBA, IESE Business School.

I train your team the way I teach on stage, but on your product, your buyers and your own calls. I coach every session myself.

I’ve trained go-to-market and product leaders at:

About Jose Jose on LinkedIn

Some of the 50+ B2B tech companies I’ve run go-to-market and positioning work with

Client results

“I tripled my closing rate in less than 1 month. From 1-2 deals/week to 1 deal/day.”

$200K

A service that wasn’t selling reached $200K in sales in 3 months.

What we changed: Same service, new pitch: a new way to explain what they sell, a new discovery call, closing steps and sales materials. Then I trained and coached the team.

Brendon Macdonald CEO, Digital Smile Design

Their close rate on $50K deals tripled.

What we changed: A new way to package the offer, with the risk taken off the buyer. Then proposals and pitches built around what their buyers worried about.
What happened: Revenue doubled, from $3M to $6M, in under 3 years, and EBITDA grew 8x.

Hugo de Juan CEO, Encamina, an IT services company

$100K

A $100K deal through a channel they’d never cracked.

What we changed: We dropped the broad pitch: one ideal customer, one offer, and a small first step that felt safe to say yes to.
What happened: Their first new logo in 5 years.

Pablo Peláez CEO, Plain Concepts, a software and AI services company

How it works and how it’s priced

STEP 125 minutesFree

Exploratory chat
Pick a time that works for you. Tell me how many reps you have, how they sell today, and where deals stall.

You leave knowing if your team needs training, coaching or something else, and what I’d train first.

Book a 25-minute exploratory chat
STEP 2Your team and mePriced per engagement

B2B sales training
I start with your calls and recent deals: how each rep sells today. Then I build the pitch with you, train the team on the modules it needs, with me playing the buyer, and coach each rep on live calls. Who joins, which modules, how long it runs and the price are set with you after the exploratory chat.
What you get: one sales pitch every rep tells, one way to qualify, a short playbook built from your calls, and reps coached on their own deals. See a sales playbook template

B2B sales training: questions

What should sales team training cover?

Sales team training should cover what your reps do on every deal: one sales pitch, discovery calls, qualifying, buying committees, objections and price, proposals and closing, and how a deal moves through your pipeline. Then coaching on live calls, because a method learned in training has to be tested on real deals. I build each part from your own calls and buyers.

What is the best training for a sales team?

The best training for a sales team uses its own product, buyers and calls. A generic course teaches skills your reps then have to translate to your deals on their own. Training built on your deals gives every rep one pitch and one way to qualify, and coaching on live calls makes it hold. For 50 or more reps who need one course, a sales training company fits better.

Is B2B sales training online or in person?

It runs online. I work online with B2B companies worldwide, so your reps join on video from wherever they sell, and I review the calls they already run with buyers. Whether any part runs in person is set with you after the exploratory chat, together with who joins, which deals we work on and how long it runs.

Does your B2B sales training include MEDDPICC training?

Yes, when your deals need it. MEDDPICC is a checklist for big deals where several people decide: Metrics, Economic buyer, Decision criteria, Decision process, Paper process, Identify pain, Champion and Competition. BANT, for budget, authority, need and timeline, suits smaller deals with one buyer. I choose one with you by deal size, train the team on it, and check it on live deals until every rep uses it.

Sales training or sales coaching: which does my team need?

Training, when the whole team needs to learn one way to sell. Coaching, when one person, often the owner or a first sales leader, needs help on live deals. My sales team training includes both, in that order: the team learns the pitch, discovery and qualifying together, then I coach each rep on their own live calls until the habits hold.

How much does B2B sales training cost?

B2B sales training with me is priced per engagement, not per seat or per course. The price depends on scope: how many people join, which deals and calls we work on, and how long the training and coaching run. I set it with you after the exploratory chat, once I know your team. The 25-minute exploratory chat itself is free.

Book a 25‑minute exploratory chat.

Pick a time that works for you. If training isn’t what your team needs, I’ll tell you on the call.

Book a 25-minute exploratory chat

Not quite what you need?

Need the whole sales system built? B2B sales consulting designs the sales process, the playbook and the numbers, then trains your team on it.

Guides: Sales playbook template Your first sales hire All guides