Master the Buying Conversation

Win Bigger. 
Sell Stronger.
Compete Smarter.

Whether you’re a rookie or a rainmaker, a CEO or a sales leader, our live group training will supercharge your sales execution. You'll learn to avoid the transactional traps holding you back from igniting your performance, growing your income, and elevating your career.

We are now accepting applications for our May cohort. Seating is limited.

You're not alone.

Buyers have changed, and most salespeople don't know how to respond.

Can you relate?

Do your buyers schedule meetings but cancel at the last minute, show up late, or, worse, ghost you entirely?

Do your buyers lack commitment, hide their true concerns, and make it hard to understand what they value?

Do your buyers always seem to focus on price, seek multiple quotes, and expect free advice without intending to buy?

Do your buyers set unrealistic expectations, make unreasonable demands, and undervalue your commitment to them?

Do your buyers dismiss your expertise, side-step your questions, or string you along after they decide not to buy?

Are you tired of sales training that sounds the same, feels insincere, promotes manipulative tactics, and contradicts your core values?

01

Leave behind outdated, success-limiting concepts like BANT, Solution Selling, The Challenger Sale, MEDDIC, and Winning By Design.

02

Close deals in a way that feels natural and stress-free, without relying on aggressive or manipulative sales tactics.

03

Engage your decision-maker and sell more consistently, forecast more accurately, and compete more successfully.

04

Increase your buyer’s commitment by managing tension, framing better questions, and guiding them to change.

05

Shift from transactional selling to growth multiplying, work with your buyer as a team member—deliver value to the entire buying center.

06

Refine your approach, eliminate hidden transactional cues, and multiply your impact as an expert and trusted advisor.

Supercharge Your Sales Execution

Your Sales, Powered by WINS™

WINS™ is the world’s first servant leader-centric conversation model for sales and customer-facing teams.

The WINS Model™

Whether you’re engaging a lone decision-maker or a complex buying center, WINS makes it simple and natural to achieve the Four Agreements of a successful buying decision—your buyer’s WANTS, IMPACTS, NEEDS, and SOLUTION.

Through guided questioning, active listening, and strategic storytelling, WINS makes it easy to do more than close deals. It allows you to reduce resistance, create momentum, and turn buyers into lifelong partners, customers, and friends.

Tested and Proven

Over the last decade, the WINS Model™ has been proven by more than 27,000 elite top performers from over 100 industries, representing 11 million+ hours of fieldwork.

It’s a practical, actionable, data-driven methodology capable of scaling your career and your organization with the highest probability of success from the very first session.

We are now accepting applications for our May cohort. Seating is limited.

Meet the Author Instructor

James Rores

During the first 15 years of his career, James was a topproducer or sales leader for eight venture-backedcompanies, contributed to five exits, and burned out on the last day of his best year. After hiring a coach and learning to align the core values of sales and servant leadership, James would commit the rest of his career to sharing those lessons with as many sales and customer-facing professionals as possible.

Today, his lessons are shared through the WINS Model™ and the unique experiences of more than 27,000 graduates from over 7500 organizations worldwide.

Testimonials

You’re in good company.

If you're fundamentally a "builder" personality like me, it's likely that you both struggle with the not-easily-boxed marketing and sales process, and also don't invest the learning time it deserves as the above-all-else nucleus of your business. James is someone who has done a lot of selling, who understands the practice deeply, and most importantly, can teach it in a way that anyone can comprehend and incorporate. Highly recommend.

Eric Whitney

If you're fundamentally a "builder" personality like me, it's likely that you both struggle with the not-easily-boxed marketing and sales process, and also don't invest the learning time it deserves as the above-all-else nucleus of your business. James is someone who has done a lot of selling, who understands the practice deeply, and most importantly, can teach it in a way that anyone can comprehend and incorporate. Highly recommend.

Eric Whitney

If you're fundamentally a "builder" personality like me, it's likely that you both struggle with the not-easily-boxed marketing and sales process, and also don't invest the learning time it deserves as the above-all-else nucleus of your business. James is someone who has done a lot of selling, who understands the practice deeply, and most importantly, can teach it in a way that anyone can comprehend and incorporate. Highly recommend.

Eric Whitney

If you're fundamentally a "builder" personality like me, it's likely that you both struggle with the not-easily-boxed marketing and sales process, and also don't invest the learning time it deserves as the above-all-else nucleus of your business. James is someone who has done a lot of selling, who understands the practice deeply, and most importantly, can teach it in a way that anyone can comprehend and incorporate. Highly recommend.

Eric Whitney

If you're fundamentally a "builder" personality like me, it's likely that you both struggle with the not-easily-boxed marketing and sales process, and also don't invest the learning time it deserves as the above-all-else nucleus of your business. James is someone who has done a lot of selling, who understands the practice deeply, and most importantly, can teach it in a way that anyone can comprehend and incorporate. Highly recommend.

Eric Whitney

What Does Success Look Like?

442%

Return on Investment

We followed 476 students of the WINS Model™ over two years. Together, they generated $1.35 billion in new pipeline opportunities and $350 million in new revenue. That’s an average of $736,000 per salesperson, with top performers exceeding $2 million, for an annualized 442.33% return.

We are now accepting applications for our May cohort. Seating is limited.

20 Hours of In-Person Training

Join 10 live career-changing sessions for you and a guest, including multiple team breakouts.

Detailed Exercise Workbook

Use our exercises to build a tailored playbook to sustain your immediate and long-term success.

AI-Accelerated Coaching

Use AI to accelerate the adoption and delivery of meaningful success metrics.

Bonus Video Lessons

Take your training to the next level with extra video lessons available 24/7 for an entire year

24/7 Access to Sessions for a Full Year

Revisit live session recordings with written summaries on demand.

$750 Discount for Chamber Members

Expand your network and grow your business with experts on your side.

Free for a Friend

Bring a friend to shadow for free. Consider each other your accountability partners.

Professional Certification

Demonstrate your commitment to being an elite top performer—a consistent top one-percenter!

Growth Multiplier

This badge is for ambitious sales and customer-facing team members who successfully complete our Mastering the Buying Conversation training.

Top Performer

This badge is for Certified Growth Multipliers who apply WINS™ to transform how they sell and overachieve their annual quota.

Team Builder

This badge is for Certified Top Performers who complete a year-long coaching program and demonstrate ability to certify new Growth Multipliers.

Ready for a more reliable path to success?

You don’t need another modern sales training. You need a tested and proven universal conversation framework that transforms you and your team members into elite top performers. Let’s see if we’re a good fit.

We are now accepting applications for our May cohort. Seating is limited.

FAQs

Frequently Asked Questions

Find quick answers to your most important questions. We are here to help.

General Program Questions

Course Content & Structure

Skill Development & Outcomes

Practical Application & Implementation

Logistics & Enrollment

Ready to ignite your performance, income, and career?

Let’s see if we’re a good fit.

We are now accepting applications for our May cohort. Seating is limited.