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JOSE M BERMEJOBUSINESS COACH FOR FOUNDERS BECOMING FULL-TIME CEOS
Sales coaching

Still the one who closes the big deals? Work on them with a coach.

Sales coaching for B2B owners and CEOs who still close the big deals.

I’m Jose M Bermejo, a sales coach for owners and CEOs of B2B technology and services companies. Sales coaching with me is one-to-one, on your live deals. We prepare your important calls, review them, and plan the next step on each deal, from discovery to signature. You run the deal. I coach you.

  • One-to-one
  • On your live deals
  • $10M+ in deals I closed
Book a 25-minute exploratory chat What we work on

Pick a time. If coaching isn’t the right help, I’ll tell you on the call.

A sales coach for business owners and CEOsYou’re still the sales team.

You built the company, and you still sell. Now the deals are bigger, the buyers are larger companies, and the way you used to close stops working. Sales coaching works on those deals with you, one at a time.

Best for

  • Owners and CEOs of established B2B technology and services companies who still close the big deals.
  • Your first enterprise deals: more people decide, and security, legal and procurement add steps.
  • Good first calls and demos that go quiet before anyone decides.
  • A first sales leader who wants a coach on live deals.

Not a fit if

  • You want someone to sell for you. That’s a sales hire, not a coach.
  • You want your whole sales team trained at once. That’s sales team training, not one-to-one coaching.
  • You have no live deals right now. Coaching works on real deals.

What we work on in high-ticket sales coachingSeven places big deals get stuck

Seven situations I coach on, each on your real calls, emails and proposals. Bring the one in front of you, and we start there.

What we work on

On your live, high-ticket deals

  1. 1Enterprise deals that stall after a good demo

    The person who liked the demo often can’t say yes alone. We find the budget holder, help your champion sell for you inside, and plan the security review, legal and procurement steps before they add months.

  2. 2One big deal that stopped moving

    Deal coaching starts by checking if it’s stalled or lost: a stalled deal still has a buyer who wants something. We map who decides, find what blocks the decision and plan your next step. To the exploratory chat, bring the email thread, the people involved, the proposal and the next date the deal depends on.

  3. 3Your sales pitch

    Six parts, in the order your buyer asks: who it’s for, the problem, what they do now, why you, proof, and one clear next step. In coaching, I test your pitch against them on your real calls. If the whole pitch needs rebuilding, Selling With Fire is my 4‑week pitch program.

  4. 4Discovery calls

    The questions that find the problem your buyer will pay to fix, asked before you show the product. And a next step agreed before the call ends.

  5. 5Qualifying with MEDDPICC or BANT

    MEDDPICC is the checklist for big deals where several people decide: Metrics (what the buyer gains), Economic buyer (who signs off on the money), Decision criteria (how they compare the options), Decision process (the steps and people before a yes), Paper process (contracts, legal and purchasing), Identify pain (the problem they will pay to fix), Champion (who sells for you inside) and Competition (doing nothing included). BANT is the short one, for smaller deals with one buyer: budget, authority, need and timeline. We answer them on your open deals, and the gaps tell you what to ask next.

  6. 6“It’s too expensive”

    Price is the objection buyers say out loud. It’s rarely the one that stops them. We find what the price is being compared with, and the doubt behind it: about the outcome, or about you.

  7. 7Handing your deals to your first sales hire

    One deal at a time: the rep joins your calls, then leads while you listen, then you step out and tell the buyer who owns the deal now. Your first hire is usually someone who sells, not a VP of Sales who manages. To train the whole team, see B2B sales training.

One-to-one, on video.You run the deal. I coach you.

Several deals stalling the same way? That’s a pattern, not bad luck, and we work on the pattern.

How B2B sales coaching worksBefore the call, after the call, and the next step.

Sales coaching is one person working with you on your own deals. It’s not a course and not a script. Every session starts from a live deal.

Prepare the call

Who will be on it, what to ask, and the next step you want before it ends.

Review the recording

What the buyer said, where the call turned, and what to say differently next time.

Plan the next step

On each open deal: who decides, what blocks the decision, and what you do this week.

You run the deal

I don’t join your calls to close for you. You sell, so the skill stays in your company.

How often we meet, and for how long, is set with you after the exploratory chat, based on your deals.

What a founding AE said after working with me

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

Akio AidaFounding AE, Grammarly Enterprise

Sales coach, sales trainer or sales consultant?One person, a team, or the whole system.

When you still close the big deals

Sales coach

Works on your live deals.

One-to-one with the owner, the CEO or a first sales leader, on your live calls and proposals. Priced per engagement.

When each rep sells their own way

Sales trainer

Teaches your team.

One pitch, discovery, qualifying and closing for the whole team, then coaching on their live calls. See B2B sales training.

And a sales consultant?

A sales consultant builds your sales system as a project: the sales process, pipeline stages, playbook and first hires. See B2B sales consulting. If you need someone to run sales month after month, that’s a fractional CRO.

Who you’ll work with

Jose M Bermejo

Jose M Bermejo

Sales coach for B2B owners and CEOs

  • 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.
  • 50+ founders and CEOs coached on growing revenue.
  • Turned Microsoft partnerships into a sales channel.
  • Executive MBA, IESE Business School.

I’ve sold the kind of deals you bring to coaching. I coach every session myself.

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

  • YPX Realty
  • Virnect Global
  • SolarWinds
  • Citeline
  • Scale Factory
  • Shooju
  • Introhive
  • DentalBee
  • Simplisure
  • Callstack

Client results

Encamina

3x

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 JuanHugo de Juan CEO, Encamina, an IT services company

Plain Concepts

$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 PeláezPablo Peláez CEO, Plain Concepts, a software and AI services company

Digital Smile Design

$200K

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

What we did
I trained and coached the team.

Brendon Macdonald CEO, Digital Smile Design

“Jose delivered breakthrough results. A master in business coaching.”

Dr. Christian CoachmanDr. Christian CoachmanFounder, Digital Smile Design

How it works and how it’s priced

  1. STEP 125 minutesFree

    Exploratory chat

    Pick a time that works for you. Tell me what you sell, to whom, and where your big deals get stuck.

    You leave knowing what I’d work on first, and if coaching is the right help.

    Book a 25-minute exploratory chat

  2. STEP 2One-to-one, on videoOn your live dealsPriced per engagement

    Sales coaching program

    We work on your deals as they move: we prepare your important calls, review the recordings and plan the next step on each deal. How often we meet, for how long, and the price are set with you after the exploratory chat, based on your deals.

    The goal: you sell well yourself, then teach it to your first sales hire.

Sales coaching: questions

What is sales coaching?

Sales coaching is one-to-one help on your own live deals: a coach prepares you for important calls, reviews the recordings with you and plans the next step on each deal. It is not a course. With me, owners and CEOs work on discovery, the sales pitch, qualifying, the price conversation and the close. The goal is that you sell well yourself, then teach it to your team.

How does a sales coaching session work?

Each session is one-to-one, on video, and starts from a live deal. Before an important call, we prepare it: who will be on it, what to ask and the next step you want. After the call, we review the recording: what the buyer said and where the call turned. Then we plan the next step on each open deal. How often we meet is set with you after the exploratory chat.

What is the difference between a sales coach and a sales trainer?

A sales coach works with one person on their own live deals. A sales trainer teaches a team one way to sell, then helps every rep use it. Coaching fits an owner or CEO who still closes the big deals. Training fits a team of reps who each sell in their own way. I do both, and on the exploratory chat I tell you which one you need.

Can a sales coach help me close one stalled deal?

Yes, if the deal is stalled and not lost. A stalled deal still has a buyer who wants something. We map who decides, find what blocks the decision and plan your next step. Bring the email thread, the people involved, the proposal and the next date that matters to the exploratory chat. If several deals stall the same way, that is a pattern, and we coach on the pattern.

How do owners and CEOs learn MEDDPICC?

On their own live deals, not in a classroom. MEDDPICC is a checklist for big deals: Metrics, the Economic buyer, Decision criteria, the Decision process, the Paper process, Identify pain, the Champion and the Competition. We answer each letter for every open deal and mark the answers you don’t have. Those gaps tell you what to ask on the next call. For smaller deals with one buyer, the shorter BANT checklist usually fits.

How much does a sales coach cost?

Sales coaching with me is priced per engagement. I set the price with you after the free 25-minute exploratory chat, based on scope: how many people I coach, how many deals we work on, and for how long. On that chat you also learn if coaching is the right help for you, or if team training or a consulting project would fit better.

Book a 25‑minute exploratory chat.

Pick a time that works for you. If coaching isn’t the right help, I’ll tell you on the call.