01 · B2B SALES TRAINING
B2B · Deal cycle 20+ days · Teams of 4+ salespeople
Conversation audit + training + implementation.
We listen to 20–40 of your real conversations and identify the patterns that lose deals. The training is built on your team's material. Four weeks of follow-up with a second audit and measurable metrics.
How the audit works
4 weeks
of post-training measurement
Audit of new recordings + coaching
from 4
salespeople in the team
Pricing scales, the format stays the same
20–40
real conversations in the audit
Cold, demos, negotiations, follow-ups
B2B SaaS · Software & distribution · IT services · Integrations · Industrial equipment · Corporate services · 20+ day cycle · Teams of 4+
02 · Symptoms
If your team has even one of these symptoms — we know the cause.
01
After the first contact, there is no recorded next step - just "we'll send some information"
02
Reps pitch too early and ask about the client's situation too late
03
Proposals and follow-ups inform, but don't sell
04
Deals stall after "we'll think about it" and never come back into the pipeline
05
Different reps sell with different words - there's no quality standard for conversations
06
The sales manager has no system for regular call reviews
07
Between the first touch and the key meeting, the client loses interest
08
Strong reps close, weak reps don't. But nobody can explain why
We’ve heard every one of these patterns in real recordings of the teams we worked with. These are systemic communication problems, not issues of motivation or competence.
03 · Profile
Our profile and not our profile
Our profile
5
- You have call recordings or are willing to start making them - calls, Zoom/Meet, negotiations
- You have a repeatable sales process that can be standardized: stages, scripts, quality criteria
- A team of four or more salespeople, or two with high call volume
- The sales manager is ready to drive implementation for four weeks
- The problem is in communication and process, not in leads, product, or pricing
Not our profile
5
- B2C, retail, "selling off the shelf"
- Teams without call recordings and unwilling to start making them
- A "motivate the team" request without implementation oversight
- A "bring us more leads" or "find us people" request
- Transactional sales with a 1–3 day cycle and a single client touchpoint
Whether you're an SMB, B2C, e-commerce business, or looking for individual training modules, we offer a comprehensive training program for sales teams based on the T.I.G.E.R. methodology
Our discovery call is a check - whether your task can be solved by changing conversations and process. If the problem isn't there but in leads, product, or pricing - we'll say so directly and won't sell you training.
— Volodymyr Kashalaba, CEO Guild of Marketing
04 · Why it doesn't work
Why a standard training doesn't move the funnel.
Most trainings give a short motivation boost but don't change behavior in real conversations. The reason is simple: they train "on average", not on what your team actually does every day.
01
The trainer doesn't know your product or market
They run a templated program from past clients. The team hears generic theory and has to translate it to their practice on their own. Most often, they don't.
02
Participants don't recognize their daily work
Case studies from books about corporate deals don't relate to the conversations a rep has today with your clients. The training feels like an interesting lecture with no connection to Monday's work.
03
There's no implementation oversight
For two weeks after the training, the team tries to apply the new approach, then reverts to familiar patterns. The sales manager is left without tools for systematic reviews.
04
There's no measurement system
"The team enjoyed the training" is not a metric. If you don't measure the quality of key stages, the effect can't be quantified or managed.
In 11 years of B2B sales I've seen one stable pattern: if a training isn't built on the team's real conversations and doesn't have implementation oversight - the changes hold for one to three weeks. After that, everything reverts to the old patterns.
Volodymyr Kashalaba
05 · Approach
From team recordings to a changed funnel.
This isn't a methodology - it's a sequence of work. Each step produces an artifact that stays with the team after the engagement.
01
Audit, not a survey
We listen to 20–40 of the team's real conversations.
Several independent experts score in parallel against 6–10 behavioral criteria: qualification quality, proposal structure, objection handling, decision-maker control, next-step capture. The output is a map of systemic patterns with real quotes and timecodes from your recordings.
02
Benchmarks inside the team
In every team of 10+, there are one or two salespeople who work differently and get better results.
We find them and systematize their approach. The training is built on them, not on an abstract "how it should be done". If there's no internal benchmark - we use examples from an adjacent industry.
03
Materials from your practice
Audio fragments of your conversations in the deck.
Personas are your typical clients, built from real calls. Key-stage scenarios are based on your product, with your objections and your cycle.
04
Training day: 30% theory, 70% practice
Two or three working frameworks: qualification, conversation control, objection handling.
Theory only as an instruction for practice. The rest of the day - role-plays on your scenarios.
05
Four weeks of implementation oversight
Without this, training is just a corporate event with coffee.
Audit of new conversations after the training. Individual 1-on-1 coaching. Before/after measurement. Plan correction for the next 60 days.
06
Artifacts that remain
The team gets a working system, not a "post-training feeling".
Scripts, playbooks, evaluation forms, metrics dashboard, sales-manager guide. The manager can rerun the system without an external trainer.
06 · What we listen to
What's included in the audit
Depending on the team's sales model, we work with:
Cold and warm calls
Zoom / Google Meet meeting recordings
Negotiations with procurement
Product demos and tech sessions
Field meetings (if you record them)
Follow-up communication after key stages
Messenger and email correspondence – selectively
If you don’t have a recording system – we set one up for two weeks in Ringostat, UIS, or another telephony platform. Then we start.
07 · Case study
What was, what we did, what changed.
Context
A Ukrainian B2B SaaS, 6 salespeople, ~45-day deal cycle. Lead generation was stable, but the demo-to-deal conversion had stagnated for a year. The team "trained regularly" twice a year, with no measurable effect on the funnel.
What the audit found
- Demos started with a product pitch, before discovering the client’s task
- The “too expensive” objection was bypassed without context-checking
- Post-demo follow-ups repeated what was said and didn’t move toward a decision
- The two strongest reps had a different pattern – nobody had described it
What we did
- Audited 32 conversations from different funnel stages
- Documented the approach of two internal benchmarks
- 1-day training – qualification, demo, handling “too expensive” and “we’ll think about it”
- Four weeks: weekly audit of new conversations + 1-on-1 coaching
- Metrics measurement at 60 and 120 days
lead-to-demo conversion
+
27
%
was 18% → 23%
demo-to-proposal conversion
+
20
%
was 41% → 49%
average time from first touch to deal
-
34
%
from 47 → 31 days
average deal size
×
1.4
selling a broader bundle
For the first time we got a training on our own material, with our clients and our real objections. After 60 days - it's visible in the funnel numbers, not just at the "team is happy" level.
Roman K., Head of Sales, B2B SaaS (anonymized)
08 · Artifacts
Six artifacts that stay with the team
Not a "post-training feeling" - working documents the sales manager uses every week.
№01
Behavioral pattern map
Systemic conversation issues - with quotes and timecodes. PDF, ~30 pages.
№02
Script playbook
Templates for qualification, demos, typical objections. Notion or Google Docs.
№03
Quality metrics dashboard
Before/after measurement of key behavioral metrics. Looker Studio / Sheets.
№04
Conversation evaluation forms
A sales-manager tool for regular reviews - criteria and scoring scale.
№05
Implementation playbook
60–90-day work plan for the sales manager after the training.
№06
Training footage
Role-play recordings with reviews for onboarding new hires.
Volodymyr Kashalaba
11 years in B2B sales · 60+ teams · Trainer, negotiator, methodologist
09 · Who runs the training
Training that rests on 11 years of practice.
I’m not a «trainer who took a train-the-trainer course». I run sales:
11 years in the field, building sales teams, leading negotiations,
setting up processes in B2B companies across Ukraine and the region.
Worked with 60+ sales teams: B2B SaaS, software, IT services, distribution, industrial equipment. Most clients come back for a second and third engagement – that’s the real quality marker.
In strong teams I find not “under-trained reps” but systemic communication problems that aren’t visible from inside. My job is to help see them, name them, and change them.
11
years of B2B practice
60+
sales teams
UA/EN/RU
languages of delivery
20+ days
average client cycle
10 · Formats
Three formats, one approach.
From a short audit to systemic implementation. The discovery call is free - we'll define the format together on the call.
Audit
10–14 days
Conversation audit
from $500
First step. We listen to 20–40 of your conversations and return a behavioral-pattern map with recommendations. The output is usable without further engagement.
- Listening to 20–40 conversations across different funnel stages
- Scoring against 6–10 behavioral criteria
- Report with quotes and timecodes (~30 pages)
- 60-minute review session with the management team
Training
5–6 weeks
Training with implementation
from $1,100
Audit + training + 4 weeks of implementation oversight. The most common engagement format. Includes all six artifacts.
- Everything in the audit tier
- Material preparation based on your conversations
- 1-day training: 30% theory / 70% practice
- 4 weeks: weekly audit + 1-on-1 coaching
- Before/after metrics measurement, plan correction for 60 days
- Six artifacts that stay with the team
Partnership
3–6 months
Systemic implementation
fixed scope pricing
When you need to change the sales process - not only the conversations. We set up the system: funnel stages, quality criteria, metrics, review rituals, onboarding for new reps.
- Everything in the training-with-implementation tier
- Redesign of funnel stages and quality criteria
- Weekly review ritual with the sales manager
- Onboarding program for new sales hires
- Monthly metrics oversight throughout the contract
Indicative prices for teams of 4–10 salespeople. Exact cost depends on audit scope, team size and required artifacts. The 40-minute discovery call is free; on it we either give a firm estimate or decline the project if it's not our profile.
11 · FAQ
Frequently asked questions
Didn't find an answer? Ask directly on the discovery call - it's free, 40 minutes, no obligation.
-
How is this different from the sales training we've done before?
We don't run a "sales training in your industry" with a pre-built program. The program is built every time on 20–40 of your real conversations. That's why the process takes 5–6 weeks, not two days. -
Can we just order a one-day training without the audit?
No. A training without an audit is the same generic training you already know - the kind that doesn't change the funnel. We don't take such orders - it ruins our result and your budget. -
What's the minimum team size?
Four salespeople. Or two with high call volume (40+ calls per week each). On smaller teams the ROI is borderline - it's more honest to go with individual coaching. -
What if we don't have a call-recording system?
We set up telephony (Ringostat, UIS, Binotel) and Zoom recording for two weeks. Then we start the audit. This adds ~2 weeks to the overall timeline. -
Who runs the training? Only the founder?
The training is run by Volodymyr Kashalaba. The audit - by a Guild of Marketing team of 2–3 experts who score conversations independently. This reduces evaluation bias. -
What language do you run trainings in?
We work in Ukrainian, English and Russian - depending on the client team's language policy. We do not work with companies registered in Russia or Belarus. -
What metrics do you measure success by?
Funnel-stage conversion, CRM data quality, deal cycle length, average deal size, % of conversations that pass quality criteria. We pick specific metrics during discovery - it depends on your funnel. -
Do we take responsibility for the result?
Yes. If after 60 days post-training none of the key behavioral metrics has improved - we refund the cost of the implementation oversight. This isn't about conversion (many things affect it, not only us), but about the quality of the team's conversations - what we directly change. -
How do we start?
A 40-minute discovery call. You tell us about the team and the request. If it's our profile - we give an audit plan and a fixed price. If not - we say so honestly and don't sell.
12 · Discovery
Forty minutes to understand if this is your format.
No presentation
Direct dialogue, no slides
No obligations
Not our profile - we say so honestly
40 minutes
Enough for a first filter
Discovery request
40 minutes · free
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