Customised Sales Training and Tailored In-house Programs

Your business. Your needs. Our expertise.

George James - Tactical Selling Skills

George James - Tailored In House Programmes


Are you facing a set of unique challenges within your business? Or do you need to upskill multiple team members? Maybe you need a training course that aligns with your existing sales process and commercial language? 

Then we can bring our sales and commercial expertise to you with our tailored, in-house programs and customised sales training. We take the time to understand your business motivations, values, and processes and ensure our bespoke training plan aligns with your overall business goals.

Book a free consultation.



Why choose a tailored program?


There’s numerous reasons for choosing a bespoke commercial training program or a customised sales training program with george james ltd.

If you or your business are facing specific challenges or you have particular learning outcomes for your team, then we can align a tailored in-house training programme with those precise needs. 

Our in-house, tailored training programs can be built around your:

Existing sales process & commercial language


We'll work with your existing sales process, reference the use of your CRM system and take into account your forecasting guidelines. 

Tailored sales & business strategy


We'll take the time to understand your strategy and ensure our training supports the execution of your strategy.

Standards for performance & behaviour


We'll consistently reference your standards to ensure your people can clearly see what's expected of them and encourage their personal development.


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“I really enjoyed the training, and it was exactly what I needed! I am already making plans to incorporate what I learned into my plans for the year and I am sure it will have a positive impact on my output. I'd give the session a 10/10 all around as I can't think of anything I would change.”
Americas Business Development Manager

What type of training can we deliver?


From effective management of the sales process and successful qualification of new leads to accurate generation of forecasts, we can deliver customised training across a wide range of topics. Decided you need some in-house training but not sure what topics to cover? Or do you want to know more about the types of training we deliver? Then you’ve come to the right place. 

Here, you’ll find a selection of example modules that we regularly cover with our customers and underpin the effectiveness and success of any sales or commercial professional in today’s science and technology marketplace.

Effective Management of the Sales Process

Knowing how to manage your sales process effectively is an essential skill for any sales professional. It allows you to take the right actions at the right time to exceed your sales targets and business objectives.

Module topic suggestions: 

  • Building a clean and health sales funnel
  • Monitoring and managing your own performance
Consistently Accurate Forecasting

Generating accurate forecasts and consistently delivering what you commit to can be challenging for many sales professionals but is crucial in making informed business decisions.

Module topic suggestions:
  • Understanding the importance of accurate an accurate forecast
  • How to structure an accurate forecast
  • Learning your company forecast language
Territory Management & Sales Area Planning

Exceeding your sales targets, meeting the short and long term growth expectations of the business and optimising coverage across your territory are all possible with the right territory management and sales area planning skills.

Module topic suggestions:
  • Using your business knowledge to prepare a realistic sales plan
  • Optimising coverage of your territory
  • Making the best use of your time and resources
  • Working effectively with key internal stakeholders
  • Executing your plan
Making Prospecting Effective and Fun!

Effective prospecting is necessary to generate sufficient sales leads to build a healthy sales funnel and to gain continual insight into the markets of interest. However, prospecting fills many sales professionals with a sense of dread and therefore, it often gets ignored until it’s imperative – but it doesn’t have to be this way.  

Module topic suggestions: 

  • Successful prospecting methods in the modern, digital world
  • Making prospecting fun
  • Investing the right amount of time in prospecting 
Fast & Effective Qualification of New Leads

Qualifying sales leads effectively has a significant impact on company resources – as well as your own. Take the time to learn the skills necessary to make good, early decisions on whether to convert a lead to a sales opportunity.

Module topic suggestions:
  • Losing fast and early as an effective strategy
  • Assessing the deal makers and deal breakers
  • Identifying relevant stakeholders for effective qualification
  • Truly understanding the customer need and its importance in qualification
  • Understanding the cost of sale to you and your organisation
Professional Sales Calls in the Hybrid Selling World

Using digital platforms for sales calls is becoming increasingly commonplace so it’s essential that professionals learn how to make successful and engaging sales calls using digital platforms. 

Module topic suggestions:
  • Understand and replace what is missing from a normal face to face sales call
  • Preparing and planning for sales calls effectively
  • Understanding and avoiding common mistakes made during sales calls
  • Taking take control of the conversation
  • Mastering the technology and logistics
Managing & Overcoming Objections

While sales objections are normal and nothing to be worried about, it is important that your sales team know how to handle them. Learn the fundamentals of objection handling.

Clear the objections and concerns to contribute to the improvement of your sales cycle times.

Module topic suggestions: 

  • Uncovering objections before they arise
  • Managing and overcoming objections
  • What are real vs. false objections?
  • Use of the IF question in objection handling
  • Objection handling and effective use of proof material
Delivering a High Impact Presentation

Whether you want to secure resources, gain commitment to projects or encourage buy in to your ideas, knowing how to deliver a high impact presentation is essential to success. With the right skills, sales presentations can strengthen trust with your customers and attract new ones.

Module topic suggestions:
  • The qualities of a great presenter
  • What does a high impact and memorable presentation look like?
  • Identify and avoid common mistakes presenters make
  • The key principles for preparing and delivering a high impact presentation
  • Adapting your presentation approach
  • Ensuring a clear call for action

Delivering a Successful Product Demonstration

Product demonstrations are an important tool to convey the value of your product or service to a current or potential customer – so it’s essential your sales team know how to deliver them well.

Module topic suggestions:
  • Plan and prepare for a demonstration with your applications team/support team
  • Understand the key principles for a successful product demonstration
  • Working with success criteria
  • Contingency planning
  • Identifying and avoiding the common mistakes
  • Gaining commitment and ensuring an effective follow up
Effective Negotiation Skills

Good negotiation skills are invaluable in helping buyers and sellers avoid conflict and arrive at agreeable deals. As a core competency in sales, it is absolutely crucial that your sales team can negotiate professionally and successfully. 

Module topic suggestions: 

  • The key steps of any negotiation
  • Prepare and plan effectively for any negotiation.
  • Creating value or sharing value
  • What is trading vs. giving?
  • Manage the price discussion through the sales process
  • What is a WIN / WIN negotiation?
Key Account & Account Management

Develop and implement strategies and plans for successful account management that results in greater sales volumes and long-lasting strategic relationships that the account is reluctant to replace.

Module topic suggestions:
  • A planned and systematic approach to (key) account management
  • Using data, facts and validated information to support business decisions
  • Securing internal and external resources required for success
  • Move effectively up and across the hierarchy in an account
  • Locking your competition out

How Social Selling Can Underpin Success

Leveraging the power of social media can help you stay at the forefront of your customers’ mind, prospect for new business and generate sales leads. With social media playing an increasing role in sales, even across the science and technology industry, it’s important to keep your skills stay up to date. 

Module topic suggestions:
  • Optimising your professional profile
  • Getting the most out of social media platforms
  • Creating content for social media: it’s not just for marketing
  • Use social media in harmony with other channels

Can't find what you're looking for?


If you have a unique business challenge or need that isn’t addressed by any of the topics listed then please contact us. We’ve spent over 20 years training, coaching, and consulting with companies within the science and technology industry – so chances are, we have a solution. 


What can you expect from us?

You’ll meet our training team

You’ll meet with our training team so we can get to know your organisation and business strategy, understand your needs, identify any challenges and define the learning outcomes. Since all our trainers have had long and successful careers in the science and technology industry, you can be confident that we’ll thoroughly understand your business and be able to scope out your project quickly and effectively.

 We’ll create your training program

We’ll put together a tailored training program that addresses your unique challenges and aligns with your business goals and desired learning outcomes. If required, we can work with your existing sales process, reference and reinforce the use of your CRM system, take onto account your forecasting guidelines, and emphasise your standards of performance and behaviour.

 You'll review the proposal

Once we’ve put together a proposed training program, you can review the contents and ensure all of your training outcomes are interpreted correctly. If there’s anything you’d like to change or add, we welcome the feedback and can adapt to your needs. 

 We'll be flexible around your business priorities

Whether you want training delivered remotely, in person, or a combination of both onsite and offsite, we can make it happen. If the training program spans multiple days, we can deliver training at a cadence that suits your business. We’re super flexible and will make sure that training delivery is smooth and straightforward.  

We'll follow up

After your training program has been delivered, we’ll continue to support you and your team. We know that a lot of what’s taught in the classroom can be quickly forgotten if not revisited. That’s why we’ll help you review your training and 

embed the teachings so as to permanently change the behaviour of your team members – as well as show senior colleagues how to continue to motivate action in their team. 


Meet the trainers


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.  


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 open programs and in-house tailored training programs as well as offers one-to-one coaching and mentoring. 


Steve Vaughan


As a senior trainer, Steve runs both the open and tailored training programs covering all aspects of sales and sales leadership. Steve also provides one-to-one coaching. 

george james Ltd. - Training Team - Pascal Le Floch-Riche

Pascal Le Floch-Riche


Pascal runs both the open programs and in-house tailored training programs while delivering complementary individual coaching and mentoring in both French and English.


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.


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.

We know the ins and outs of the science and technology industry

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.


Have a question about one of our services?


Not sold on sales training quite yet? If you want a little more information or just fancy a chat about our services, fill in the contact form or send us an email and we’ll get right back to you. 

Or sometimes it’s easier to just pick up the phone and give us a call on: +44 (0) 1697 744804


"We reached an all time high in sales margin in Q4 and that our team was nominated as a “role model” in ASP increase in the international team (EU & Asia). We increased sales margin by several percent points compared to Q4 last year.”
Director of Sales