B2B Sales Training | Denver, CO
People We Work With:
What You’re Seeing
Who This is For
- You lead a B2B sales team with 20 or more sellers
- You sell complex products or services into multi-stakeholder buying environments
- You carry a revenue target and are accountable for growth
- You’re responsible for improving results
- You need more consistency across the team
B2B Selling Environment for Denver-Based Teams
Selling into complex buying environments with multiple stakeholders, extended evaluation cycles, and alignment requirements across technical, operational, and financial groups requires sales teams who can identify the specific problem, quantify the business impact if it persists, and directly connect your solution’s capability to that impact.
As opportunities progress, risk and economic impact get reexamined. When either is questioned or weakened, deal momentum slows or stops altogether.
When sellers fail to fully map the buyer’s problems, the impact of those problems, and what’s causing them, late-stage conversations reopen issues that should have been resolved during discovery. Those reopenings and uncertainty delay decisions, extend sales cycles, and ultimately impact the bottom line for revenue teams.
The Problems You Need Fixed
- Deals progress deep into the cycle and fail to convert
- Price reductions and scope changes become necessary to close business
- Quota attainment declines across the team quarter over quarter
- Win rates flatten as competition and evaluation cycles increase
- Sales cycles stretch beyond planned timelines
- Revenue targets require significantly more pipeline than before
- Activity increases without a proportional increase in qualified opportunities
- Results depend heavily on a small number of top performers
- Growth plans fall behind expectations
Why Gap Selling
Gap Selling is a problem-centric sales methodology built around the problems a product was designed to solve.
The method defines selling around three elements: the buyer’s problems, the causes behind those problems, and the business impact those problems create when left unresolved. These elements establish what must be understood and proven before a buyer can justify change.
Selling follows that structure from early conversations through decision. Problems and impact remain the reference point as evaluations expand and more stakeholders get involved.
This replaces feature-driven and price-led conversations with a clear problem narrative that supports value, urgency, and justification throughout the sales cycle.
Delivery Model
Engagements can be delivered virtually or onsite, depending on how your team operates and how many people need to participate.
Work begins with a short working block involving cross-functional leadership to align on the problems your products solve and define the company-wide Problem Identification Chart (PIC).
From there, training moves to the seller group in structured sessions designed to support team size and active opportunities.
Leadership PIC Working Sessions (4 sessions)
Cross-functional leaders work through:
- The problems each product addresses
- How those problems affect the business
- The causes behind those problems
- A shared PIC used across selling efforts
Seller Training (3 half-day sessions)
Sellers and adjacent teams (groups of up to 25) learn to:
- Apply the PIC in live conversations
- Surface product-aligned problems
- Establish impact that supports value
- Maintain problem focus as deals progress
Reinforcement
Without reinforcement, skills learned in training decay within 30 days, and sellers revert to familiar behaviors that produce unsuccessful outcomes.
Reinforcement supports continued use of Gap Selling through:
- Structured deal reviews
- Ongoing call coaching
- AI coaching for preparation and pattern reinforcement
Additional Training
Manager Training
Manager training is available to ensure managers know how to run Gap Selling deal reviews and call coaching sessions internally.
Prospecting Training
Prospecting training is available for BDR teams and full-cycle AEs to apply the same problem-first approach earlier in the sales cycle.
Talk Through Your Sales Performance
We’ll walk through what you’re seeing in your sales results, assess why those outcomes are occurring, and evaluate the impact of leaving things unchanged.
The goal is to determine whether Gap Selling applies to your situation and whether taking the next step makes sense.