Sales is not a talent.
It's a craft.
And craftsmanship doesn't start with a pitch — it starts with a diagnosis. Understand how your client's brain works, and you'll understand why they hang up, click away, or say: "I'll think about it."
Your team works hard.
But the results fall short.
Not training on gut feeling.
Training on diagnosis.
Every sales training starts with a 360° diagnosis. Not because it sounds good — but because without a diagnosis, you train on assumptions. And assumptions cost you clients. We look at customer behaviour, conversation patterns, client language, and commercial opportunities. Only then do we build the programme that truly fits your team, your market, and your moment.
"Good sales doesn't start with talking. It starts with listening, observing… and only then speaking."— José van Dalen · The Dutch Sales Doctor
Sales training.
In-company or for yourself.
Always based on a 360° diagnosis. Choose the format that fits your situation — or request a conversation and we'll figure out together what works best.
Sales Heartbeat Workshop
An energetic, interactive session where your team feels the commercial pulse. Direct insights, relatable situations, and concrete tools to make better calls starting tomorrow.
More information →Sales Training In-company
A multi-day custom programme. Based on the diagnosis of your team, your clients, and your market. From conversation skills to closing — fully tailored.
More information →High-Ticket Sales & Closer Training
For those who close or want to close high-ticket deals — without pressure, without tricks. Based on trust, neuropsychology, and the art of asking the right questions.
More information →Campaign & Marketing Sales Training
Know where to focus: which campaigns, which landing pages, which approach. From strategy to execution — so marketing and sales move together.
More information →Results that
speak for themselves.
"José heeft veel kennis en weet dat op een fijne, toegankelijke manier over te brengen. Inspirerend én praktisch. Bij de follow-up call was het fijn om weer focus te krijgen en echt inhoudelijk én strategisch te sparren. Ik ging naar huis met een concreet recept waar ik direct mee aan de slag kon."
"Your session was one of my highlights of the event, so energising and practical all at the same time. So great to meet you and thank you for sharing."
"Wat een energie! Geen standaard slides of saaie theorie, maar een onorthodoxe, interactieve aanpak die je van begin tot eind geboeid houdt. Het voelt meer als een feestje dan een training."
"Your session was so relatable. Thank you for many great ideas — keeping my finger on the pulse of the business!"
"LOVED your session José — hiring on values to keep the heartbeat of your business strong was one of the many pearls that have stayed with me."
Tell me what you're
looking for.
I'll review your request and reach out for a short intake. You don't have to fill in everything — but the more you share, the better I can prepare.