12 Week Sales Training Courses
Sales Training Courses That STICK Long After the Program Ends
Not all sales training courses change how you sell. The Polin Performance Group 12-Week Sales Training Program combines live training, practice, and accountability to build a repeatable sales process.
Improve prospecting, discovery, objection handling, and closing without scripts or high-pressure tactics.
Learn it. Apply it. Improve it. Repeat.
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Sales Training Built for Professionals Who Need to Develop Business
You became an attorney, accountant, advisor, consultant, business owner, or professional because you were good at what you do, not because you wanted to become a salesperson.
But growing your business requires you to do both.
The challenge for many professionals isn’t a lack of expertise or relationships. It’s turning those strengths into a consistent approach to generating opportunities and winning new business.
That’s what makes PPG different from traditional sales training courses.
This isn’t a self-paced course or a one-day workshop. Over 12 weeks, you’ll learn a practical, repeatable approach to sales and business development, apply it to actual opportunities, practice new skills, receive feedback, and build greater consistency.
The goal isn’t to turn you into a stereotypical salesperson. It’s to make you more effective at developing business while still being yourself.
Is This Sales Training Course for You?
The 12-Week Sales Training Program is designed for professionals, founders, and B2B sellers who know they could be generating more business but need a better process, stronger skills, or greater consistency.
This program may be a good fit if:
- You have revenue or sales goals but no written, trackable plan for achieving them.
- You aren’t generating enough qualified opportunities to consistently hit your goals.
- You’re networking, prospecting, and building relationships but aren’t seeing enough return from those efforts.
- Too many opportunities stall, take too long to close, or end without clear next steps.
- You aren’t generating enough referrals and introductions from your existing relationships.
- You struggle to differentiate yourself or clearly communicate the problems you solve.
- You’re excellent at what you do but aren’t always comfortable with the idea of “selling.”
- You’ve participated in sales training before, but the lessons didn’t turn into lasting habits.
You don’t need to become more aggressive. You need a better process and the skills and confidence to execute it consistently.
What You’ll Learn in the 12-Week Sales Training Course
The goal isn’t to memorize scripts or learn a collection of sales tricks. You’ll develop a repeatable approach to sales and business development that you can continue using long after the 12 weeks are over.
Build a Written Sales Plan
Turn your revenue goals into specific activities and behaviors you can execute and track. You’ll leave with a written plan instead of relying on good intentions.
Create More Opportunities
Learn how to better leverage your network, ask for referrals and introductions, use LinkedIn more effectively, and create a more consistent approach to prospecting.
Develop a Stronger Elevator Pitch
Clearly communicate who you help, the problems you solve, and why someone should want to continue the conversation without sounding like a résumé or verbal brochure.
Have Better Discovery Conversations
Ask stronger questions that move beyond surface-level conversations and uncover the real problems, priorities, and motivations behind a buying decision.
Qualify Opportunities More Effectively
Determine whether an opportunity is worth pursuing, identify potential roadblocks earlier, and confidently disqualify opportunities that aren’t a good fit.
Handle Objections With Confidence
Respond to questions, hesitation, and pushback without becoming defensive, discounting too quickly, or relying on canned responses.
Shorten the Sales Cycle
Establish clear expectations and next steps, create appropriate urgency, and keep good opportunities from getting stuck in the pipeline.
Close Without Pressure
Help qualified prospects make decisions without relying on manipulative closing techniques or becoming the stereotypical salesperson you never wanted to be.
Why 12 Weeks?
Knowing what to do and consistently doing it are two very different things.
Many
sales training courses can introduce new ideas. But lasting behavior change requires time to practice those ideas, apply them to real opportunities, get feedback, and build better habits.
That’s why this program takes place over 12 weeks.
Each live session builds on the previous one. Between sessions, you’ll apply what you’ve learned to your own business development activities and actual opportunities. When you return the following week, you’ll build on that experience.
Learn it. Apply it. Practice it. Improve it. Repeat.
That’s how training starts becoming behavior.
The 12-Week Sales Training Curriculum
The program progresses from building your sales foundation to generating opportunities, improving sales conversations, qualifying prospects, handling objections, and closing new business.
Session 1: Building Your Foundation for Sales Success
Establish your goals, understand the PPG approach to consultative selling, and identify what needs to change to achieve better results.
Session 2: Building Your Sales Plan & Accountability System
Create your sales “cookbook,” a written plan that turns revenue goals into specific activities, and learn how to use the Goalster accountability app to track execution.
Session 3: Leveraging Your Network, Referrals & LinkedIn
Develop a systematic approach to leveraging relationships, asking for introductions and referrals, and using LinkedIn to create opportunities.
Session 4:Developing an Impactful Elevator Pitch
Build an introduction focused on the problems you solve, who you help, and why someone should want to continue the conversation.
Session 5:Overcoming the Mindset & Habits That Get in the Way of Selling
Identify self-limiting beliefs, behaviors, and old habits that may be preventing you from consistently doing the business development activities you know you should be doing.
Session 6:Understanding Communication Styles & Building Stronger Relationships
Learn to recognize different communication styles and adjust your approach to build rapport, trust, and stronger relationships.
Session 7:Taking Control of Sales Conversations & Shortening the Sales Cycle
Set expectations, establish next steps, and maintain appropriate control of the sales process without becoming controlling.
Session 8:Handling Objections & Pushback
Respond to objections through better questions and conversations rather than defending, convincing, or immediately lowering your price.
Session 9: Uncovering Pain, Need & Urgency
Move beyond surface-level needs to uncover the problems, consequences, and motivations that drive prospects to make decisions.
Session 10: Qualifying Opportunities More Effectively
Understand fit, urgency, budget, decision process, and other factors to determine whether an opportunity is truly worth pursuing.
Session 11:Closing Without Pressure
Help qualified prospects reach a decision, address last-minute hesitation, and close business without relying on high-pressure techniques.
Session 12: Putting It All Together
Bring the entire sales process together, assess your progress, identify where you still need work, and create a plan for continuing to apply what you’ve learned.
Live Sales Training. Real Opportunities. Practical Application.
Every session is delivered
live via Zoom by Evan and Chuck Polinand includes discussion, exercises, role-play, and application to actual sales and business development situations.
Bring your real opportunities and challenges into the program so you can apply what you’re learning while you’re learning it.
The objective isn’t simply to understand the material. It’s to use it.
Sessions are recorded so participants can revisit the material and catch up when scheduling conflicts arise.
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.
What Participants Say
When I first started working with Evan, my challenge when it came to sales was not a lack
of knowledge or skill. My biggest challenge was my mindset.
I knew how to sell, I just hated the idea of selling. Evan patiently worked with me to custom tailor a business development plan that acknowledged my concerns, met me where I was, and delivered results
Law firm managing Partner
I highly recommend Evan. Evan’s experience in sales, and more broadly in business management, was very helpful in working with one of my executives.
In fact, the outcomes of that executive increased dramatically, with numerous partnerships gained
with some of the top global systems integrators.
CEO of SAAS Company
Without Evan’s help I would not be where I am today. Through Evan I have not only increased my own business exponentially, but I have also met countless business contacts and made many lifetime friends.
Evan's network is expansive, and his knowledge of the sales process and cycle is effective and unique. If you are in sales or business development, I wouldn't think twice about engaging Evan for his business expertise.
Financial Advisor
Choose the Level of SUPPORT Your Team Needs
Every participant receives the same core 12-week live sales training program.
Plus and Elite add additional coaching and support for participants who want more opportunities to apply the material, work through real sales challenges, and receive personalized feedback.
12-Week Sales Training
Investment: $2,000
CORE
Includes:
- 12 live sales training sessions
- Access to session recordings
- Training materials and exercises
- 6 months of access to recordings
- 6 months of access to the sales accountability app
Training + Group Coaching
Investment: $2,500
Plus
Includes everything in CORE plus:
- 6 bi-weekly group coaching sessions
- Additional role-play and practice
- Coaching around actual opportunities and business development challenges
- Additional accountability between training sessions
Training + Group & Individual Coaching
Investment: $3,500
Elite
Includes everything in Plus and:
- Online Sales Assessment
- Monthly individual coaching sessions
- Personalized coaching based on your role, goals, challenges, and assessment results
- Individual strategy and role-play around your actual opportunities
- Complimentary admission to PPG’s Year-End Goal Setting Program
Winter 2027 Sales Training Course Details
Program Dates:January 12, 2027 – March 30, 2027
Day:Tuesdays
Time:12:00 PM Eastern / 9:00 AM Pacific
Session Length:60 minutes
Format:Live via Zoom
Once registration and payment are complete, participants will receive calendar invitations with Zoom information and program instructions.
Sales Training Courses: Frequently Asked Questions
What should I look for when comparing sales training courses?
Look beyond the curriculum itself. Effective sales training should give you opportunities to practice, apply what you’re learning to real sales situations, receive feedback, and build accountability around execution.
PPG’s 12-week format is designed around those principles rather than expecting a single workshop or collection of videos to create lasting behavior change.
Is this a self-paced sales training course?
No. The program is taught live by Evan and Chuck Polin. You’ll interact with the facilitators and other participants, practice concepts during sessions, and apply what you’re learning between meetings.
Recordings are available if you miss a session or want to revisit the material.
Who is this sales training course designed for?
The program is designed for attorneys, accountants, financial advisors, consultants, business owners, client-facing professionals, and B2B salespeople who want a more consistent and effective approach to sales and business development.
It’s particularly valuable for professionals who are expected to generate business but have never received formal sales training, or who dislike traditional approaches to selling.
How is this different from online sales training courses?
This isn’t a library of prerecorded videos.
The program is live, interactive, and built around application. You’ll ask questions, role-play, discuss actual sales situations, and apply what you’re learning to your own business.
Do I need to consider myself a salesperson?
Absolutely not. Many participants don’t.
The program isn’t designed to turn you into a stereotypical salesperson. It’s designed to make you more effective at developing business while still being yourself.
What if I miss a session?
Sessions are recorded and available to participants, so you can catch up on anything you miss and revisit previous sessions.
What’s the difference between Core, Plus, and Elite?
All three levels include the complete 12-week live training program.
Plus adds group coaching for additional reinforcement, practice, and accountability. Elite adds individual coaching and an assessment for participants who want more personalized support.
Can my company enroll multiple people?
Yes. Organizations can enroll multiple participants in the public program.
For larger teams or organizations that want training customized around their sales process, industry, and goals, PPG also offers private sales training programs.
Ready to Become More Confident and Consistent at Developing New Business?
Key Takeaways:
By the end of the 12-week program, you’ll have:
- A written sales planconnecting your revenue goals to specific, trackable activities.
- A repeatable business development processfor creating and advancing qualified opportunities.
- Stronger sales conversationsbuilt around better discovery, qualification, and communication.
- A more systematic approach to generating opportunitiesthrough referrals, introductions, networking, LinkedIn, and prospecting.
- Better control of your pipelinethrough clearer expectations, next steps, qualification, and follow-up.
- Greater confidence handling objections and closingwithout relying on high-pressure tactics.
- Practical experience applying what you’ve learnedto real opportunities.
- A process and skills you can continue using long after the 12 weeks are over.
You need a process you can follow, skills you can use, opportunities to practice, and accountability to put what you learn into action.
Among the many sales training coursesavailable, PPG is designed specifically for professionals who want to become more effective at creating opportunities, having better sales conversations, and winning new business without becoming someone they’re not.
Ready to Build a Team That Actually CLOSES?
Our 12-week program gives your client-facing professionals a clear process, real practice, and the coaching to make it stick. Registration opens each cohort — reach out now to learn about current dates and pricing.
