Sustained sales success isn't about quotas. It's about people.
SPEND Sales Mastery teaches the human side of business-outcome selling. Storytelling, discovery, empathy, inquiry, engagement, negotiation taught with the same EI rigour as our leadership academies. Deeper customer relationships. Larger deal sizes. Customers for life.
FOR SALES LEADERS - SPEND SALES MASTERY
The deal didn't stall on product. It stalled on the conversation before the product.
Most sales training teaches your team to be better Professors, better at telling the customer what your product does.
The deals that actually close in 2026 are won by being an Investigator first, sellers whose curiosity, empathy, and inquiry skills move the customer from "interesting" to "essential," from features to business impact, from pitch to partnership.
SPEND is the academy for the Investigator. Five mastery modules. The same Prepare → Learn → Perform architecture as our leadership academies. The same EQ-i 2.0 anchored frameworks. Built specifically for the sales floor.
“Investigator over Professor. Curiosity over certainty.”
— IGNITE SPEND Sales Mastery framework
THE MODULES
What your team will master.
01 Storytelling Mastery - the 3 Is and 3 Cs.
Craft a compelling narrative that captures attention and conveys your value. Role-play scenarios to deliver persuasive narratives. Differentiation and trust-building.
02 Presenting Mastery - enhancing human engagement.
Confident presentation: articulating how your solutions address the specific needs of CXOs. Business-value alignment. Role-play to refine presentation skills.
03 Engagement Mastery - mastering the CXO engagement.
Discovery: mapping the room. Micro-differentiation. Build the business case for change with case studies and live role plays.
04 Negotiation Mastery - creating a winning position.
Advanced negotiation strategies. Simulations and role plays of CxO-level engagements. Questions and frameworks for key stakeholders.
05 Discovery, Empathy & Inquiry - uncovering value.
Identify key stakeholders. Map the decision-making process. Develop empathy, inquiry, and questioning skills that align solutions with the customer's actual business objectives.
Why SPEND outperforms generic sales training.
WHY IT WORKS
Built on Individual Insights
Same evidence-based framework as our leadership academies. The full behavioural science - not a "lite" version.
Designed for behaviour change
Five modules, not five PDFs. Role plays, peer coaching, real customer scenarios. Skills built where they'll be used.
AI-enabled habit app
Micro-learning in the flow of the sales day. Skills compound between sessions in the flow of business, not between trainings.
Business -outcome focused
We measure win rate, deal size, customer retention, services attach. Not learner satisfaction surveys.
SPEND · CISCO ASIA PACIFIC
"Before the Academy, our competent team exhibited inconsistent executive-level engagement. Storytelling lacked structure. Discovery felt transactional. Empathy was a concept, not a skill. Post-Academy, our team is more confident, curious & consultative, whilst approaching every interaction with intention. During a recent high-stakes negotiation, one of our CxO advisors leveraged empathetic inquiry and real-time competitive mapping, pivoting from product features to business impact, turning a stalled deal into a strategic win.
IGNITE didn't just train our team. They rewired how we engage."
Sean Duca
APJC CX CTO, CISCO Asia Pacific
FAQ
How is this different from typical sales training?
Most sales training is methodology-centred (MEDDIC, Challenger, SPIN). SPEND is human-centred. We use those methodologies where helpful, but the foundation is behavioural science, the EI behaviours that make any methodology actually work in a live conversation.
Who delivers SPEND?
Certified executive coaches with deep sales-leadership backgrounds, most have been Regional VPs, GMs, or Chief Customer Officers before becoming coaches.
Can it be delivered virtually?
Yes - virtual, in-person, or hybrid. CISCO ran a hybrid format with significant impact.
What does it cost?
Pricing scales with cohort size, modality, and customisation depth. Most enterprise engagements are private cohorts of 12–30. Book a free consultation for a tailored quote.
Build a private SPEND cohort.
Most SPEND engagements are private. Tailor a custom cohort for your sales organisation, calibrated to your products, your customers, and your competitive landscape.