Master the Buying Conversation
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 accepting applications for our May cohort.
Seating is Limited. Apply below.
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?
We Are Here To Help You
You don’t have to adopt the accepted status quo of our craft. Together, we can do better. Together we can …
Leave behind outdated, success-limiting concepts like BANT, Solution Selling, The Challenger Sale, MEDDIC, and Winning By Design
Close deals in a way that feels natural and stress-free, without relying on aggressive or manipulative sales tactics
Engage your decision-maker and sell more consistently, forecast more accurately, and compete more successfully
Increase your buyer’s commitment by managing tension, framing better questions, and guiding them to change
Shift from transactional selling to growth multiplying, work with your buyer as a team member—deliver value to the entire buying center
Refine your approach, eliminate hidden transactional cues, and multiply your impact as an expert and trusted advisor
Supercharge Your Sales Execution
WINS™ is the world’s first servant leader-centric conversation model for sales and customer-facing teams. 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.
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.
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During the first 15 years of his career, James was a top producer or sales leader for eight venture-backed companies, 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.
About JamesTestimonials
See what past graduates have to say.
“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.”
“Around our office, the phrase "use the Rores' method" is shorthand for "Your job isn't to pitch! It's to ask better questions, get to the pain, and figure out whether you can provide value or not." James has helped all of us to think more clearly about what it means to truly partner with the companies and executives we serve and how to start those partnerships from the very first conversation.”
“I have personally, and radically, changed my approach to engaging prospects to focus on WINS. This week, I sent over 1,100 custom correspondences to Healthcare prospects describing a $1/2 Billion medicare problem. This is part 1 of a 12 week campaign building awareness and describing our impact. We're already engaged with 3 C-Suite contacts about ways to help them avoid this costly penalty. If 80% of forecast discussions focus on what they sell instead of problems they solve, [James’] WINS and ECHO approach are sure to improve their performance.”
“James met with our entire sales team and presented several excellent tools to help us overcome and change our current process. Since that time, we have expanded the use of James’ coaching to include monthly training modules and coaching calls for both the outside sales team, inside sales team and the sales management team. During our partnership with James, Boon Edam has enjoyed 3 consecutive years of record sales and profit growth. I would strongly recommend the use of his coaching and training program!”
“James' expertise in the WINS Model has been nothing short of transformative, leading to significant improvements in a remarkably short time. What stands out most, however, is James' commitment to a servant leadership style. His dedication to identifying and implementing the best solutions for potential clients is not just admirable, but also highly effective, as evidenced by the noticeable enhancement in my client interactions.”
“James' WINS model is a win-win approach to sales that you don't often hear about. The WINS model aligns directly with my style of getting to know and connect with people to support their needs, but with an actionable and repeatable template that I was missing. Now I have the tools to dig deeper with questions and to gain clarity on how/if my business can best serve others. I'll be implementing my learnings with our go to market and upcoming launch.”
Proof in Numbers
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
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Let's Talk Perks.
Here are the 8 most popular program benefits:
Earn Your Badges
Demonstrate your commitment, boost your credibility, expand your potential, and fuel your career.
This badge is for ambitious sales and customer-facing team members who successfully complete our Mastering the Buying Conversation training.
This badge is for Certified Growth Multipliers who apply WINS™ to transform how they sell and overachieve their annual quota.
This badge is for Certified Top Performers who complete a year-long coaching program and demonstrate their ability to certify new Growth Multipliers.
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.
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