About our Training Consultants
Training Consultants Who Help Professionals Get More Comfortable and Effective at Selling
Polin Performance Group is a team of sales and training consultants who help professionals and B2B organizations build a more systematic approach to sales and business development. We combine sales strategy, customized training, ongoing coaching, and accountability to help people create more opportunities, have better sales conversations, and become more confident and consistent at developing business.
We don’t teach professionals to become stereotypical salespeople. We help them become better business developers while still being themselves.
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What Makes Our Training Consultants Different
There are plenty of companies that deliver sales training.
Our approach starts with a different question:
What needs to change inside your organization for sales and business development performance to actually improve?
That’s why we don’t begin with a training deck.
We first understand your goals, sales process, pipeline, business development activities, individual capabilities, and where opportunities are getting stuck or lost.
Then we build or refine the strategy, train the skills your people actually need, reinforce them through coaching and accountability, and evaluate what’s changing.
The goal isn’t to complete a training program. It’s lasting improvement in how your people develop and win business.
Meet the Polin Performance Group Team
Decades of Real-World Sales Experience
Polin Performance Group is led by Evan and Chuck Polin, a father-and-son team who bring decades of sales, sales leadership, training, coaching, and business development experience to every engagement.
Together, Evan and Chuck combine strategy, practical sales experience, training, coaching, and accountability to help organizations create lasting improvement rather than short-term enthusiasm.
Evan Polin
Sales Trainer | Sales Coach | Business Development Consultant
For more than 25 years, Evan has trained and coached professionals to increase sales and grow their businesses.
He specializes in helping professionals who are excellent at what they do but may be uncomfortable with traditional selling develop a more natural, consultative, and repeatable approach to business development.
Evan is also the co-author of
Selling Professional Services the Sandler Way: Nobody Ever Told Me I’d Have to Sell.
Chuck Polin
Sales Leader | Trainer | Coach
Chuck has led national sales organizations and brings more than 40 years of sales leadership, training, and coaching experience.
His perspective comes from actually building and leading sales teams, developing salespeople, managing performance, and being responsible for results.
Chuck is also the co-author of Selling Professional Services the Sandler Way: Nobody Ever Told Me I’d Have to Sell.
We Assess Before We Prescribe
We don’t assume we know what your team needs before we understand what’s happening.
Our training consultants look at how your organization develops business today, what’s working, where opportunities are being lost, and what may be preventing your people from performing more consistently.
That gives us a baseline and helps identify where the greatest opportunities for improvement exist.
Training should be built around your specific challenges, not selected from a menu before the problem is understood.
Training That Turns Skills Into Behaviors
People don’t improve simply because they understand a concept.
They improve when they practice it and apply it.
Our training is interactive and built around the conversations your people actually need to have, including prospect meetings, discovery, referrals, qualification, objections, pricing, follow-up, and closing.
But training isn’t where our involvement ends.
Through group coaching, individual coaching, role-play, real-world application, and accountability, we help your people apply what they’ve learned to actual opportunities and business development challenges.
Training builds the skills. Coaching helps turn those skills into consistent behaviors.
Sales Training Built Around Your Organization
Training works better when your people have a clear strategy and process to follow.
If your organization doesn’t already have one, we help build or refine a sales and business development approach around your clients, services, market, sales cycle, and the way you actually win business.
That may include:
• A written sales or business development plan
• Defined sales stages
• Target clients and referral sources
• Qualification criteria
• Expectations for prospect meetings
• Follow-up standards
• Pipeline management
• Metrics and accountability
Then we customize the training around that strategy.
That means more than putting your logo on a slide deck. We customize the content, language, examples, exercises, role-plays, frequency, format, and coaching around your organization.
An attorney doesn’t sell the same way as a SaaS salesperson. A financial advisor doesn’t conduct discovery the same way as a fractional CFO.
The fundamentals of good selling may be consistent. How they should be applied depends on your business.
We Measure, Learn & Adjust
We don’t assume a program is working because people enjoyed the training.
We establish a baseline, evaluate what’s changing, identify where progress is occurring, and determine where gaps remain.
Then we adjust.
That might mean modifying the strategy, changing the training, increasing coaching around a particular skill, or focusing more attention on a behavior that isn’t improving.
Measure what changes. Learn from it. Adjust. Continue improving.
We Sell the Way Professionals Respect
Your clients are choosing people they trust to solve important problems.
High-pressure tactics, canned pitches, and manipulative closing techniques don’t belong in that environment.
Our approach is consultative, honest, and natural.
We help professionals learn to:
• Ask better questions
• Understand before recommending
• Uncover meaningful problems
• Communicate value clearly
• Qualify opportunities
• Address concerns openly
• Establish clear next steps
• Follow up consistently
• Ask for referrals and introductions
• Help qualified prospects make decisions without pressure
Good sales conversations should feel like professional conversations, not sales pitches.
Sales Training Consultants Who Understand Professional Services
Our approach is particularly well suited for organizations where clients aren’t simply buying a product.
They’re choosing people.
We work with:
- Law Firms & Attorneys
- Accounting Firms & CPAs
- Financial Advisors & RIAs
- Fractional & Outsourced Professionals
- Consultants & Professional Services Firms
- Technology & SaaS Companies
- B2B Sales Organizations
What these organizations have in common is that credibility, expertise, relationships, and trust play a major role in winning business.
That requires a sales approach that respects how their clients buy.
We Practice What We Teach
Our training consultants don’t just teach sales and business development.
We’ve experienced the situations we help clients navigate: prospecting, networking, asking for referrals, qualifying opportunities, discussing money, handling objections, following up when a prospect goes quiet, and working through opportunities that don’t go according to plan.
What we teach is grounded in real-world sales experience, not simply theory.
Our Sales Training & Consulting Methodology
Our work follows a simple, repeatable cycle:
1. ASSESS
Understand where you are today and what’s getting in the way.
2. BUILD
Create or refine the sales and business development strategy appropriate for your organization.
3. TRAIN
Develop the skills your people need to execute it.
4. COACH
Apply those skills to real opportunities and reinforce them through practice and accountability.
5. MEASURE & ADJUST
Evaluate what’s changing, identify gaps, and continuously improve the approach.
Assess. Build. Train. Coach. Measure. Adjust. Repeat.
That’s how sales training becomes the Polin Sales Performance System.
What Should You Expect From the Right Training Consultants?
Before hiring training consultants to improve your team’s sales and business development performance, ask:
WE PROVIDE CONSISTENT ONGOING SUPPORT
- Will they understand our business before recommending a solution?
- Will they customize the strategy and training around how we actually sell?
- Will our people put their new skills into practice?
- Does their approach fit the way our clients buy?
- What happens after the training ends?
- How will progress be measured?
- Will they adjust the approach if something isn’t working?
- Do the people doing the training have real-world sales and leadership experience?
Those aren’t simply questions we recommend asking. They’re the principles Polin Performance Group is built around.
Ready to Make Sales & Business Development More Consistent?
If your organization relies too heavily on a few rainmakers, inconsistent referrals, individual sales styles, or a sales process that mostly lives in people’s heads, let’s talk.
We’ll start by understanding how your organization develops business today, what’s working, where opportunities are getting stuck, and what you want to improve.
Every engagement starts with a conversation, not a pitch.
