Expert sales & leadership training for the science and technology industry.
 
For over 25 years, our industry-experienced team have been helping salespeople get results.
 
 
 
 
 
 
Our trainers have walked in your shoes
 
Get practical, relevant, and immediately actionable training from experts who understand your industry. 
 
 

We understand that training needs to produce knowledge and skills that your people can use to have an immediate impact on your bottom line. Our training is designed to be easily digestible and highly practical, so you’ll see a tangible ROI as soon as the training ends - all in a format that works for you and your business. 

Our Framework

WINN is a flexible approach designed for
sales professionals in complex markets.
 
 
WINN Selling helps sales teams sell smarter by developing the right mindset and tools for success. It provides a clear and structured but flexible way to approach sales without unnecessary complexity. 

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Developed by leaders with extensive experience, WINN Coaching provides a clear framework for coaching conversations that is flexible, focused, and rooted in real-world industry knowledge.

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WINN Leading is our leadership development framework designed to help you grow into a leader who can guide teams with clarity and confidence.

Who We Are

 
 

Founded in 1998 to develop and empower sales and commercial professionals, George James Ltd. is a specialist training provider for those in the science and technology marketplace. We bring together decades of knowledge and experience to design and deliver training, coaching and mentoring that helps you achieve the results you want.  

If you’re lacking the time or resources to train your team or if you’re tired of wasting budget on training with generic providers that doesn’t translate to results, then we’re here to help. With our range of flexible and tailored training programs, we’ll give you relevant, practical, and actionable skills that will immediately boost your confidence and performance.

180

companies trained

19000

salespeople trained

Founded in
1998
Delivered in
32
countries
Trainers in
5

countries

200

 (combined) years of selling experience

Learn From The Best

 
 
Ever attended a commercial or sales training program but felt like the trainers don’t understand the nuances of your industry? Having had thriving careers in the science and technology industry, with decades in similar roles to you, as well as years of experience as successful sales coaches, you can be confident that our coaches know the ins and outs of your market.
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Steve Vaughan
 
As a director, Steve runs both the scheduled training courses and tailored training programs covering all aspects of sales and sales leadership. Steve also provides one-to-one coaching. 
 
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Jayne Green
 
As a sales trainer and coach, Jayne takes a holistic approach that isn’t just about transferring knowledge but aims to foster a growth mindset and enable people to continually develop long after training has finished.
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Christian Walter
 
Christian runs both the open program and in-house tailored training programs and delivers individual coaching and mentoring in both German and English.
 
 
 
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Pascal Le Floche
 
Pascal runs both the scheduled training courses and in-house tailored training programs while delivering complementary individual coaching and mentoring in both French and English.
 
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Jonathan Cooper
 
Back in 1998, Jonathan Cooper co-founded george james ltd. with business partner Neil Burns. Now, Jonathan’s primary focus is the delivery of sales and commercially focused training, leadership development and one-to-one coaching and mentoring programs. 
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Pru Layton
 
Pru has dedicated over a decade to training, coaching and mentoring individuals and teams in the science and technology sector. Currently, she runs both the scheduled training courses and in-house tailored training programs, as well as offers one-to-one coaching and mentoring.  
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Jonathan Slasinski
 
For 15+ years, Jonathan has sold everything from reagents to capital equipment for sequencing, single-cell, and spatial analysis. Now his focus is on building and delivering high-impact sales and leadership training, with a particular passion for emotional intelligence (EQ).

Insights

Sticky Business: Field Days in Technical Sales
The COVID pandemic might be starting to feel like a distant, blurry, pixelated nightmare but it has had some ultra-high...
Mental Fitness | The High Price of Neglecting Mental Fitness in Your Business
Mental fitness is the key to handling personal and professional challenges with a positive mindset. The emphasis on...
Prospecting: The Excuses We Make (And How to Overcome Them)
Why does prospecting feel harder than it should? Author: Steve Vaughan | Director Prospecting is simply going out and...

Upcoming Scheduled Courses

 
 

Taught by trainers and facilitators with decades of commercial experience in the science and technology industry, george james scheduled training course equip sales and commercial professionals with practical and relevant skills to take their careers to the next level. Armed with immediately actionable skills and solutions, you’ll be able to see tangible results as soon as the training ends. 

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Advanced Strategic Selling Skills
 
Are your sales stagnating? Your breakthrough starts here. Build on your foundational sales and commercial skills to generate more leads, deliver more accurate sales forecasts, better manage complex sales and more with our advanced strategic selling open program.
 
 

 

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Foundational Selling Skills
 
If you’re new to sales, just started a new role or need a refresher, our foundational selling skills program covers the fundamentals of good selling. You’ll learn how to navigate highly competitive and complex sales. 
 
 
 

 

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Sales Management and Leadership Development
 
Learn how to inspire your team to take responsibility, develop strategic business plans, deliver accurate forecasts and hire great talent in our sales management and leadership development program.
 
 

 

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Selling Through Distribution Partners
 
Channel partners, comprising resellers, affiliate partners, distributors, value-added providers, and independent retailers, play a pivotal role in technical sales. Using channel partners allows a business to access markets and customers that would otherwise be impractical or prohibitively expensive to reach through direct sales.
 
 

 

Don't just take our word for it
Here's what our customers say...

“Thank you very much for all of the training sessions since August! I received a lot of great feedback from our Sales Team members about all that they have taken away from the trainings. The role playing session was extremely helpful in coaching them to use all concepts earlier training sessions to the end: qualification - NAMTCR, how to develop relationship with KOL's, facing competition, handling objections (APIAC), and making great presentations. The team very much enjoyed everything, and appreciate that you made it fun! We are all much more equipped than before!"

 
Larry
Associate Director of Sales
 

"The course last week was excellent, really really great for me just a few months into this world of sales. I have already been using some of the things you taught us and I have my first solo visit to a client next week and will definitely be starting the meeting with TRA!"

 
Sarah
Technical Sales Manager
 

"Pru's Sales Leadership Programme is insightful, well structured, and there is a story to give the real-world context for every example. You come wanting to put everything into action, but the course helps you to channel your enthusiasm and energy into some achievable short and medium-term goals. All in all, an incredibly valuable experience." 

 
Phil
Research Sales Manager
 
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© 2025 George James Ltd.

 

George James Ltd, 2 Craigmore, Brampton, Cumbria CA8 1AZ

Registered in England Co No. 3886489 | Registered for VAT. No. 743 1742 43 | Website by Loud Creative Studios Ltd.