WINN Selling_4@2x

 

A flexible framework designed for sales professionals in complex markets 

 
WINN Selling is a practical sales framework that helps technical B2B organisations build a consistent, repeatable sales process. Our training enables your people to win more of the right business, through better conversations, stronger qualification and continual coaching.
 
 

 

 

For 30 years, we've worked with hundreds of technical B2B sales teams across laboratory, life science, process and precision instrument markets.

One thing kept coming up: lots of organisations wanted a better way to develop their sales capability, but they didn't want another rigid sales methodology.

That’s why we created WINN Selling.

WINN Selling is not a sales methodology. It's a practical sales framework designed specifically for technical B2B organisations.

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Why a framework and not a methodology?

 

Because every organisation is different, we don't believe in forcing businesses into fixed stages, complicated worksheets or someone else's way of selling. Instead, WINN Selling provides a flexible structure that organisations can adopt, adapt and embed within their own sales process.

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Why choose WINN Selling? 

 
The value of WINN Selling extends well beyond the classroom.
 
Rather than delivering a one-off training event, we help organisations adopt a practical framework that supports long-term sales development.
 
Taught by trainers who have built successful careers in the science and technology industry, it equips teams with practical skills and the right mindset to excel in complex sales environments. With WINN Selling, your team gets a sales framework that is:
 
Simple | Easy to understand, apply, and scale.
Industry-focused | Designed specifically for science and technology sales.
Scalable | Works for individuals, teams, and entire sales organisations.
End-to-end | Covers the entire sales process: everything from prospecting and qualification to closing and keeping your customers after the sale.
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How can WINN Selling fit into your business?

 

One of the first questions we're asked about WINN Selling is:

"Do we have to change our sales process?"

The answer is no.

WINN Selling isn't a rigid sales methodology that asks you to abandon everything you're already doing. It's a flexible sales framework that works alongside your existing processes, strengthening what's already there and filling the gaps where improvement is needed.

Some organisations adopt the whole WINN Selling framework. Others focus on specific areas such as prospecting, qualification, key account management, negotiation or sales coaching. 

Our programmes can be delivered globally, in multiple languages and with consistent quality, enabling international organisations to develop a common sales framework across countries, regions and teams.

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FAQ's

  

Created and delivered by industry specialists who understand the realities of laboratory, life science, process and precision instrument sales, it provides a proven framework for helping teams sell more effectively and more consistently.

 

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.
Meet The Team
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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).
Qing Qing
Qing Qing Dai
 
Qing Qing leads training courses and bespoke in-house programs across Singapore and East Asia. A decade at BUCHI - rising from sales representative to general manager - sparked her passion for coaching, as she recognised that sales success depends on relationships, not just technical expertise.
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