Bespoke B2B sales training solutions that drive behavioural change and improve performance.
If you’re a sales or business leader looking to invest in the long-term development of your sales team, you’ve found the right place.
I’m David Craig White, a British B2B sales trainer with more than 20 years’ experience helping international sales teams get better.
Unlike most B2B sales trainers and sales training companies, I don’t simply deliver a couple of sales workshops and disappear.
I help businesses build complete sales development systems that continue strengthening their teams and improving performance long after I’m gone.
“David is by far one of the strongest sales trainers I have ever come across…perhaps THE strongest!
Aki Danmark Palikaras – Chief People Officer at Trustpilot
Book a free consultation call for a no-pressure conversation about the right sales training approach for your team today.
Jump to a Section
- Why Sales Training Matters
- My Approach to B2B Sales Training
- Sales Training Solutions
- My Sales Methodology
- Why Work with Me
- Reviews & Recommendations
- Book a Free Consultation
- Frequently Asked Questions
Why Sales Training Matters
I’ve been training B2B sales teams now for over two decades, and although much has changed, the fundamental problems have not.
The sales and business leaders I speak with every week are all still dealing with:
- Brutally low conversion from cold outbound
- Sales meetings not turning into enough qualified opportunities
- Bloated sales pipelines that do not turn into revenue
What lies beneath is often a team of good salespeople who have never been taught the fundamental skills needed to succeed in B2B sales.
My B2B sales training solutions are designed to fill these knowledge gaps and deliver everything needed to help your team become more confident, capable and successful sales professionals.
My Approach to B2B Sales Training
Every sales team is different, so I don’t believe in delivering the same sales training approach to every client.
Before recommending any sales training solution, I first want to understand your team, your sales process and the problems you’re trying to solve.
That means looking beyond the problem you can see on the surface.
If you’re struggling to close enough deals, for example, the real issue might not be closing at all.
Those issues could be weak qualification, poor discovery, lack of confidence, an inconsistent sales process or something else entirely.
Once I understand where the real gaps are, I can recommend the sessions, topics and format that make the most sense for your team.
Training Built Around Your Team
Not every salesperson learns in the same way or faces the same challenges.
A team might contain experienced account executives, newer sellers, SDRs and account managers, all with different strengths and development needs.
Rather than forcing everybody through exactly the same material, I prefer, when possible, to tailor the training around the people in the room.
That might mean adapting a session, combining topics or even training different groups separately where it makes more sense.
Training Salespeople to Think, Not Just Follow Scripts
I don’t believe in forcing salespeople to follow one rigid way of selling.
Instead, I introduce different approaches, explain why they work and help people adapt them to their own personality, market and sales conversations.
The goal is to create buy-in rather than resistance.
I don’t want salespeople leaving a training session knowing how I sell. I want them leaving knowing how they can sell better.
Interactive, Practical and Enjoyable
My training sessions are designed to feel like a team session, not a corporate lecture.
There is plenty of discussion, interaction and usually a bit of banter along the way.
Training is broken into manageable sections with short practical exercises, examples and regular opportunities to apply what has just been covered.
Whether delivered in person or virtually, the aim is the same: keep people engaged, give them time to absorb the information and make sure they leave with ideas they can actually use in their next sales conversation.
“Was lucky enough to be part of a Sales Training Session that David ran for our team during an SKO a while back. Super well structured, and enjoyable!
I find people can go into these types of things holding their breath sometimes, but David was super engaging and made it fun and practical from the start. Would 100% recommend.”
Martin Whyte – Sales Director at Mitek Systems
Ongoing Development and Reinforcement
Sales training should not be treated as a one-off event.
Without follow-up, even good training can quickly be forgotten or pushed aside by day-to-day pressures.
Where it makes sense, I prefer to build reinforcement and ongoing development into the training plan from the start.
That might include follow-up sessions, one-to-one sales coaching or a wider series of sessions spread across several months.
The aim is not simply to deliver training and disappear.
It is to help your team keep applying what they have learned, develop new skills over time and get more value from the investment you have already made.
B2B Sales Training Solutions
My bespoke B2B sales training covers every stage of the sales process, from cold calling and qualification to negotiation and closing.
All sessions are tailored to fit your business, and can be delivered via instructor-led online sessions or in-person at a location of your choice.
- Account-Based Selling
- Vertical Prospecting
- Sales Prospecting Fundamentals
- Cold Calling & How to Beat Gatekeepers
- Mastering LinkedIn for B2B Sales
- Questioning & Qualification Mastery
- How to Handle Inbound Sales Leads
- Value-Based Selling
- Consultative Selling
- Buyer Motives
- Sales Presentation Mastery
- Objection Handling
- Multiple Stakeholder Management
- Negotiation & Closing
- Pipeline and Opportunity Management
- Enterprise Sales Fundamentals
- Sales Process and Methodology
Training can be delivered individually or as part of a structured sales training series over an agreed period.
I highly recommend packaging my coaching services as part of any sales training project to reinforce the learnings and get more from each individual.
“David can teach you more in half an hour than Franklin Covey, Sandler and most other sales training companies can teach you in years.”
Mel Simons – Senior Account Executive at Trustpilot
Book a free consultation below to discuss the best approach for your sales team today.
My Sales Methodology
The foundation of my sales training is based on the Bold Sales MethodologyTM, which is a practical B2B selling system I developed for salespeople who value their time and know when to walk away.
The methodology was built around a simple belief:
Salespeople should not behave like desperate vendors chasing every opportunity.
They should think like experienced consultants who charge by the hour.
The Bold Sales Methodology is a structured approach to B2B selling built around five core principles:
Selective Prospecting
Reverse Qualification
Opportunity Engineering
Tactical Positioning
Assumptive Closing
Together, they provide a practical framework for deciding:
Who should I pursue?
Is this opportunity worth my time?
What needs to happen for this deal to move forward?
How should I position myself, my solution and my commercial terms?
And when the time comes, how do I move confidently towards a decision?
The aim is not to make salespeople more aggressive.
It is to make them more deliberate.
More confident.
More commercially aware.
And far less willing to waste time on opportunities that were never likely to close.
Why Work With Me
Trusted by 1000s of salespeople around the world
I have trained more than 10,000 B2B salespeople across over 120 countries, including sellers from leading brands including Trustpilot, Barclays, Salesforce, Siteimprove, n8n, Capgemini and many more.
My experience spans B2B sales, leadership, consulting and commercial growth, which means I bring far more than a standard training deck into the room.
More than just a sales trainer
As a qualified NLP Master Practitioner, much of my approach is grounded in the psychology of selling, communication and behaviour.
That means looking beyond simply teaching sales techniques.
I focus on how your salespeople think, communicate, make decisions, build confidence, respond to pressure and adapt their behaviour in real sales situations.
I can also work with teams using frameworks such as MEDDICC, MEDDPICC, Challenger and Sandler.
I’ve walked the walk
A large part of my career has been spent selling software and technology.
I understand long sales cycles, multiple decision-makers, demos, technical stakeholders, procurement, competitive deals and the pressure of carrying a number every month.
I’ve worked with salespeople, managers and organisations ranging from startups to global businesses, so when I talk about sales performance, I’m not looking at it from the outside.
I’ve lived it.
Ready to Get Started with for B2B Sales Training?
If you want generic sales theory, there are thousands of courses available.
If you want practical B2B sales training built around your people, your buyers and the way your company sells, that is where I can help.
Tell me what is happening inside your sales team.
We’ll work out where the gaps are and build the training around what will make the biggest difference.
Book a Free Consultation
Book a free consultation call below to learn more about my B2B sales training services.
Frequently Asked Questions
B2B Sales Training Reviews
These are just a few of the 200+ reviews and recommendations from the sales professionals and leaders I have worked with over the past 20 years.
The reviews below are snippets of the verified reviews I have recieved on various platforms including Trustpilot, LinkedIn, and Udemy.
You are welcome to contact me if you would like to arrange reference calls with my past clients.
“David is by far one of the strongest sales trainers I have ever come across…perhaps THE strongest!
Why? – Because he gets it. He understands how training works!
During my time with Trustpilot, David was responsible for the delivery of the entire learning curriculum across our offices in both Copenhagen and London, and he enhanced our sales performance throughout 2014.
In his work, he facilitated learning to perfection, developed participants’ competencies and helped employees meet specified performance expectations.
He truly understood the importance of linking our organisations needs, to organisational results and he improved job performance by coaching participants and ensuring learning translated into performance.
His questioning technique is superb, and he is a natural at supporting employees in setting appropriate goals and assessing progress in relation to these goals.
Being a keen observer, he listens and asks questions to understand the situation, and he encourages commitment to action for lasting personal growth & change.
Any company operating these skills will inevitably increase sales and their organisations ability to: Create development plans; performance reviews; set performance goals and expectations; coach for results; follow-up on training and development talks; create and maintain a talented workforce; harness resources in teams; create self-leading and motivated employees.
As a person, David’s always on the path to learning something new. He seeks perfection in his people skills, mindset, and always seeks to increase his knowledge.
He is self-confident, assertive, resourceful, and straight-talking, and he seems to enjoy taking on new challenges, as well as give others the opportunity to be challenged, so that they may excel in newer ways.
For these reasons, I give David my strongest recommendations; – I look forward to seeing his bright future unfold.
Aki Danmark Palikaras – Chief People Officer at Trustpilot
“I had the pleasure of working with David Craig White in a recent sales training session focused on demo calls, and I can confidently say he’s one of the most effective and insightful sales trainers I’ve ever worked with.
David brings the rare combination of a deep individual contributor background, leadership experience, and a no-nonsense, high-impact training style. His feedback was specific, detailed, and actionable.
He helped me rethink everything from the structure of my demos to how I frame key product points. He even helped me identify the best closing questions to ask based on my product and industry.
What stood out most was David’s ability to quickly understand the nuances of my business and deliver feedback that was laser-focused and immediately useful. He reinforced what I was doing well, clearly called out areas for improvement without sugar-coating, and helped me focus on what would truly resonate with buyers.”
Brendan Jackson – Account Executive at Profound.ai
“I had the privilege to came across David as my sales trainer. In 18 months he did what nobody else including myself had accomplished. I learned who I was and what makes me tick and what I really disliked.
After that, the communication with anybody else was easy. I understood why someone reacted in a certain way and why somebody else’s reaction was completely different.
The best part is that I understand why I react in the way I do. The fun part now is that I know how to react and deal with different characters etc and feeling so happy after a meeting and full off energy.
The big plus, my sales went up considerably and consistently and that is still the case. Thanks, David.”
Frans Doldersum – Senior Account Manager at Siteimprove
“I brought David in to add some professional development at one of our SKOs and really enjoyed watching junior and seasoned sales reps listening and learning from his materials.
He took the time to tailor his content to our sales challenges and was great to work with on planning & delivery ahead of the big event. Very credible and would highly recommend.”
David Pope – Director of Marketing at Mitek Systems
“I have never met such an effective sales trainer in my career. David can teach you more in half an hour than Franklin Covey, Sandler and most other sales training companies can teach you in years.”
Mel Simons – Senior Account Executive at Trustpilot
“It has been a privileged to work with and learn from David over the past years. David is highly skilled, motivating and has helped me take my sales career to the next level. He always understood my needs and taught me how to approach different situations in new ways. I cannot say enough good things, and would highly recommend his sales training services to anyone that has the opportunity.”
Donna Zasman – Co-Founder & Director of Business Development at ZOOMcatalog
“Was lucky enough to be part of a Sales Training Session that David ran for our team during an SKO a while back. Super well structured, and enjoyable!
I find people can go into these types of things holding their breath sometimes, but David was super engaging and made it fun and practical from the start. Would 100% recommend.”
Martin Whyte – Sales Director at Mitek Systems
“David is an exceptionally talented sales trainer who can operate at all levels, from grassroots to the boardroom. He operates with charisma and enthusiasm, energising those around him while helping individuals rapidly and memorably learn key skills.
As a person, David is an absolute gentleman, definitely someone I am glad I had the chance to work with.”
James McDowell – Enterprise Account Executive at GAN Integrity
“David helped me transition from an account executive role into the Head of Sales Development.
He helped me develop in these areas like I would’ve never imagined possible.”
Michael Rosetti – Head of Sales Development at Ocean.io
“David helped me with my self-awareness and emotional intelligence and take ownership of my personal development.
I can truly recommend David to every organisation that wants to grow through motivated and skilled employees.”
Kenneth Brandt Ibsen – Sales Coach at Falcon.io (Brandwatch)
“I joined multiple sales training sessions led by David and would reccomend him thoroughly if your team or you want to develop a sales career and push to the next level. Expect to be challenged for this growth!
I still refer back to my various notes and test new ideas that he put forward to improve beyond just our sessions. It’s a training that can relaly be implemented and well worth speaking to him! (It also helps that he’s a nice guy, most good sales people are.).”
Nick Goodwin – Sales Development Manager at Xebia
There are many superlatives that could be thrown around to describe David, but for me, his most impressive attributes have always been his way of communicating to everyone that they can be as successful as they wish to be.
He approaches everyone and everything with sincerity and a 100% can-do attitude. If you’re in sales no matter at what level he’s a guy you can learn from and he’ll always have time to help you achieve your goals.
Tony Carballo – VP Sales at Trustpilot
“David is a strong sales-driven leader with fantastic empathy and a great personality who develops people, teams and leaders by investing time in understanding where they are, what their potential is and empowering them to take full advantage of their talent – aligned with the company objectives and a no BS attitude.”
Jesper Lindhardt – President & COO at Ocean.io
“David is a strong professional sales trainer with high ambitious and dedicated. I had to chance to work closely with him and he helps our sales rep to develop their skills and understand more the way to navigate to get most out of a sales conversation and reach their monthly and quarterly targets.
His advices and suggestions had an impact on the sales rep confidence and the overall business. He armed the sales rep with good tips and suggestions.
David is much more than a sales trainer, he knows how to impact the sales with a flexible methodology. It was a great pleasure to work with him and he is not afraid to go straight to the point and show it with an effective solution because he genuinely cares.
If you’re feeling stuck with sales, your employees needs more confidence with respect to sales and business, I will recommend to consult David. Your only regret will be that you didn’t reach out to him sooner. I will definitely recommend him to any sales organization.”
Brahim Ben Helal – Co-Founder VeritaTrust
“David is extremely good at motivating and training sales teams. He is a great people leader who drove our strategies into sales like very few I have worked with, and I would highly recommend him for any sales education and training roles.”
Berkant K – Head of Sales at Falcon Social
“David is a great B2B sales expert with a lot of experience helping tech companies grow. I had an amazing working experience with him, that helped me out with my Sales Performance, with practical tools and specific resources that I use since.
I highly recommend David if you’re looking for someone who can help your B2B sales team succeed.”
Eduard Xalabarder – Channel Sales Manager at Mitek Systems
“David has always stood out as an individual getting the best out of the people he worked with as a sales trainer. Over the past year, our sales floor has gone from good to really great, a huge part of this success has been due to the efforts of David. I would highly recommend people to hire him in the future to get the very best out of their salespeople.”
Danny Lajer – Sales Director at Eficode
“David was an excellent sales mentor who immediately gives you a sense of comfort. He was excellent at breaking down complex tasks and making them easy to understand and provided constant feedback that was directly related to my sales performance.
I was very fortunate to have the opportunity to learn from David, as his experience shined through the longer we worked together.”
Bassil Eid – Sales Development Representative at eMagCreator
“Every single time I needed inspiration and guidelines for improving and achieving my sales goals, David Craig White was there to provide not only great feedback but facts and proven theories that he has been collecting and implementing in his career.
I’m not afraid to visualize David as one of the future sales gurus that will impact and inspire professionals in all fields by following his thoughts and very well-balanced human perspectives about what a super salesperson should be.”
Juan DeDios Garza – Founder at DeDios.dk
“I would define David as a sales encyclopedia with the ability to inspire each and everyone around him to be a better version of themselves and exceed sales quotas. With the ability to develop, coach and motivate sales talent in such a hands-on approach, rapid development and growth were not uncommon across the department.
Humbleness, visionary, people-centric, and strong motivator are among the characteristics he demonstrated and always “walking the talk”. Hence, resulting in him being greatly admired and respected by all of the team.
With such a level of dedication and commitment to creating an environment prone to success, I would recommend to anyone working in sales; David is one of those guys you want to have in your corner/network.”
Aruven Ramen – Sales Development Representative at Ocean.io
“David Craig White always ceases to amaze me. We have worked together for three years. Without his help and professional assistance, I would not have been the top salesperson I am today.
Taking me in as a person with very little sales experience, within the three years that we have been working together, he taught me to think out of the box and helped me understand the true value of how to succeed in sales. He helped me focus on my goal; he encouraged and gave me full attention to the areas I needed work on. I would highly recommend David to anyone and any company.”
Firdes Fiona Rakipi – Account Executive at Trustpilot
Read 70+ more of my reviews and recommendations on LinkedIn >>>
Interested in learning more?
Book a free consultation call with me below to learn more about working with me or contact me with any simple questions you’d like to ask.
Page last updated: 14 September 2026