Have you ever thought about...

Cloning your top salesperson?

Think about the best person on your sales team – the one who wins over even the toughest customers and consistently drives your KPIs up.

Now, imagine if everyone on your sales team delivered the same performance. That’s what SalesGenetics does:

We identify what sets top performers apart to define your SalesDNA®. The AI Sales Coach helps each team member progress to the next level.

You are currently viewing a placeholder content from Vimeo. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information

Unblock content Accept required service and unblock content

You are currently viewing a placeholder content from Vimeo. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information

Unblock content Accept required service and unblock content

You are currently viewing a placeholder content from Vimeo. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information

Unblock content Accept required service and unblock content

We turn your SalesDNA® into a structured Way to Sell. The AI Sales Coach guides consistent execution in every interaction.

AI-powered role plays let your team practice real scenarios and get instant feedback from the AI Role Play Coach—accelerating development toward top performance.

You are currently viewing a placeholder content from Vimeo. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information

Unblock content Accept required service and unblock content

You are currently viewing a placeholder content from Vimeo. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information

Unblock content Accept required service and unblock content

Our Customers' Achievements

“SalesGenetics’ Way2Sell methodology transformed our sales approach, setting new performance standards across our B2B sales organization. The structured framework empowered our teams to engage customers more effectively, optimize our sales process, and drive measurable results. With the support of SalesGenetics Frontier has dramatically improved sales performance. A true game-changer for our business.”

ETTIENNE BRANDT

EVP, Business
Frontier

“Collaborating with SalesGenetics in our sales transformation program has led to impressive results and quick wins—during our pilot workshop, we closed 4 out of 6 deals within just four months. By implementing a strong coaching discipline with a proven methodology, we have embedded a structured approach that drives success within our sales team.”

Harald Wiedemann

VP Emea & India 
Huntsman Advanced Materials

ETTIENNE BRANDT

EVP, Business
Frontier

Harald Wiedemann

VP Emea & India 
Huntsman Advanced Materials

“Our win rate has doubled, and we have won 20% more new logo enterprise accounts in five months by using the SalesGenetics sales transformation framework.”

Jan Geldmacher

President of
Sprint Business

Why many sales teams are underperforming today

Today’s customers are more demanding than ever. With AI at their fingertips, they can navigate the entire value creation process of their buying journey without ever contacting a salesperson.

The result? Customers know exactly what to buy and focus solely on finding the best price, leaving sellers with little room to differentiate.

So, how can you engage earlier in their journey and create value before any price discussion?

Many sales leader's default answer is: "Let’s train them." But here’s the catch — studies show that people retain just 10% of what they learn in traditional training programmes.

Why does most sales training fail?

Traditional sales training often fails to deliver lasting results for several key reasons:

Reason 1: Focus on Theory Over Practical Application

Many sales training programmes lack real-world application, making it hard for trainees to address the unique challenges of your industry, product, or target customers.

Reason 2: One-Size-Fits-All Approach

Salespeople have unique needs based on their roles and channels, yet traditional training often relies on standardised content that fails to address these specific requirements.

Reason 3: Limited Follow-Up and Reinforcement

Most training programmes lack follow-up and practical focus on daily implementation, causing skills to decline without reinforcement and accountability.

Reason 1: Focus on Theory Over Practical Application

Reason 2: One-Size-Fits-All Approach

Reason 3: Limited Follow-Up and Reinforcement

In today’s fast-paced business environment, success demands a more innovative approach.

Today’s customers are more demanding than ever. With AI at their fingertips, they can navigate the entire value creation process of their buying journey without ever contacting a salesperson.

The result? Customers know exactly what to buy and focus solely on finding the best price, leaving sellers with little room to differentiate.

Many sales leader's default answer is: "Let’s train them." But here’s the catch — studies show that people retain just 10% of what they learn in traditional training programmes.

So, how can you engage earlier in their journey and create value before any price discussion?

Why does most sales training fail?

Traditional sales training often fails to deliver lasting results for several key reasons:

Reason 1: Focus on Theory Over Practical Application

Reason 2: One-Size-Fits-All Approach

Reason 3: Limited Follow-Up and Reinforcement

Reason 1: Focus on Theory Over Practical Application

Many sales training programmes lack real-world application, making it hard for trainees to address the unique challenges of your industry, product, or target customers.

Reason 2: One-Size-Fits-All Approach

Salespeople have unique needs based on their roles and channels, yet traditional training often relies on standardised content that fails to address these specific requirements.

Reason 3: Limited Follow-Up and Reinforcement

Most training programmes lack follow-up and practical focus on daily implementation, causing skills to decline without reinforcement and accountability.

In today’s fast-paced business environment, success demands a more innovative approach.

What does it take to create a high-performance sales practice?

With over 30 years of expertise, SalesGenetics developed a proven Sales Performance Framework designed to align with your customers' buying journey, helping you connect at critical touchpoints, create a unique customer experience and drive value-based engagement.

With over 30 years of expertise, SalesGenetics developed a proven

Sales Performance Framework

designed to align with your customers' buying journey, helping you connect at critical touchpoints, create a unique customer experience and drive value-based engagement.

Our approach delivers high-performance sales practice tailored to your business:

Data-Driven Transformation

By integrating dynamic dashboards to track both leading and lagging KPIs, we provide real-time insights into your transformation progress. This allows us to identify gaps early, uncover opportunities for improvement, and make data-informed adjustments that ensure your transformation stays on course and delivers measurable, sustainable results.

Sales Competency Development

Using our SalesDNA Competency Model, we define what exceptional selling looks like for your business, enabling you to evaluate individual team members and provide actionable guidance for growth. With the SalesDNA Performance Manager, you can identify individual strengths and development areas, addressing competency gaps through AI-powered learning journeys and personalised coaching moments.

AI-Powered Coaching

Tailored Sales Methodology

We design your Way2Sell methodology based on insights from your customers’ buying journey, ensuring it supports your unique way of selling. Our agile approach combines knowledge transfer with habit creation. We break the methodology into manageable sprints, ensuring that learnings are applied directly to real, live deals. This approach not only embeds the methodology into daily practice but also equips your leaders to effectively implement your SalesDNA across the entire team.

Data-Driven Transformation

Sales Competency Development

AI-Powered Coaching

Tailored Sales Methodology

With all of these elements natively integrated into Salesforce.com, we empower every team member to reach their full potential, replicate the success of your top performer, and drive exceptional, sustainable growth for your organisation.

What does it take to create a high-performance sales practice?

With over 30 years of expertise, SalesGenetics developed a proven

Sales Performance Framework

designed to align with your customers' buying journey, helping you connect at critical touchpoints, create a unique customer experience and drive value-based engagement.

Our approach delivers high-performance sales practice tailored to your business:

Data-Driven Transformation

Sales Competency Development

AI-Powered Coaching

Your new SalesDNA is programmed into an AI Sales Coach, accessible right from each salesperson’s screen. This digital coach is ready to answer questions, provide strategic guidance, and even draft personalised emails to decision-makers in seconds — saving your team valuable time while enhancing their effectiveness. The AI Role Play Simulator enables your team to practice real customer conversations and receive instant, actionable feedback from the AI Sales Coach.

Tailored Sales Methodology

Sales Competency Development

AI-Powered Coaching

Data-Driven Transformation

Why many sales teams are underperforming today

Today’s customers are more demanding than ever. With AI at their fingertips, they can navigate the entire value creation process of their buying journey without ever contacting a salesperson.

The result? Customers know exactly what to buy and focus solely on finding the best price, leaving sellers with little room to differentiate.

So, how can you engage earlier in their journey and create value before any price discussion?

Many sales leader's default answer is: "Let’s train them." But here’s the catch — studies show that people retain just 10% of what they learn in traditional training programmes.

Why does most sales training fail?

Traditional sales training often fails to deliver lasting results for several key reasons:

Reason 1: Focus on Theory Over Practical Application

Many sales training programmes lack real-world application, making it hard for trainees to address the unique challenges of your industry, product, or target customers.

Reason 2: One-Size-Fits-All Approach

Salespeople have unique needs based on their roles and channels, yet traditional training often relies on standardised content that fails to address these specific requirements.

Reason 3: Limited Follow-Up and Reinforcement

Most training programmes lack follow-up and practical focus on daily implementation, causing skills to decline without reinforcement and accountability.

Reason 1: Focus on Theory Over Practical Application

Reason 2: One-Size-Fits-All Approach

Reason 3: Limited Follow-Up and Reinforcement

In today’s fast-paced business environment, success demands a more innovative approach.

Today’s customers are more demanding than ever. With AI at their fingertips, they can navigate the entire value creation process of their buying journey without ever contacting a salesperson.

The result? Customers know exactly what to buy and focus solely on finding the best price, leaving sellers with little room to differentiate.

Many sales leader's default answer is: "Let’s train them." But here’s the catch — studies show that people retain just 10% of what they learn in traditional training programmes.

So, how can you engage earlier in their journey and create value before any price discussion?

Why does most sales training fail?

Traditional sales training often fails to deliver lasting results for several key reasons:

Reason 1: Focus on Theory Over Practical Application

Reason 2: One-Size-Fits-All Approach

Reason 3: Limited Follow-Up and Reinforcement

Reason 1: Focus on Theory Over Practical Application

Many sales training programmes lack real-world application, making it hard for trainees to address the unique challenges of your industry, product, or target customers.

Reason 2: One-Size-Fits-All Approach

Salespeople have unique needs based on their roles and channels, yet traditional training often relies on standardised content that fails to address these specific requirements.

Reason 3: Limited Follow-Up and Reinforcement

Most training programmes lack follow-up and practical focus on daily implementation, causing skills to decline without reinforcement and accountability.

In today’s fast-paced business environment, success demands a more innovative approach.

What does it take to create a high-performance sales practice?

With over 30 years of expertise, SalesGenetics developed a proven

Sales Performance Framework

designed to align with your customers' buying journey, helping you connect at critical touchpoints, create a unique customer experience and drive value-based engagement.

Our approach delivers high-performance sales practice tailored to your business:

Data-Driven Transformation

Sales Competency Development

AI-Powered Coaching

Tailored Sales Methodology

Data-Driven Transformation

Sales Competency Development

AI-Powered Coaching

Tailored Sales Methodology

What does it take to create a high-performance sales practice?

With over 30 years of expertise, SalesGenetics developed a proven

Sales Performance Framework

designed to align with your customers' buying journey, helping you connect at critical touchpoints, create a unique customer experience and drive value-based engagement.

Our approach delivers high-performance sales practice tailored to your business:

Data-Driven Transformation

Sales Competency Development

AI-Powered Coaching

Tailored Sales Methodology

Sales Competency Development

AI-Powered Coaching

Data-Driven Transformation

Watch your win rate double

Imagine doubling your win rate in just 6 months. One of our customers did exactly that. And that’s just one of many success stories.

Sales Transformation in 4 Steps

Kick-Off

In the kick-off meeting, we define the project’s scope by outlining clear goals, KPIs, schedules, participants, roles, and responsibilities. This step ensures all stakeholders are aligned, setting a solid foundation for the project’s success and fostering commitment from the start.

We dive deep into understanding your sales environment: 

Analysing your customer’s buying journey.
Reviewing your existing sales processes.
Assessing your team’s current skills and behaviours.

Using these insights, we create a tailored blueprint that identifies the key competencies, behaviours, and tools needed to deliver a seamless and differentiated buying experience. To ensure clarity and focus, the content is broken into actionable sprints, making it easier for your team to adopt and integrate into their workflow.

Defining Your SalesDNA

Pilot

We test the blueprint with a small, carefully selected group of participants in a pilot phase.
During this phase: 

Participants apply their learnings to real-world sales scenarios, generating immediate ROI.
Progress is closely monitored, and feedback is gathered to refine the approach.
Adjustments are made to optimise the program before scaling it to the entire team. For added peace of mind, we offer a money-back guarantee at this stage if the results don’t meet your expectations.

With the refined blueprint validated during the pilot, we roll it out to the entire sales team. This phase involves: 

Delivering tailored workshops to ensure the sales teams understand and can apply the new competencies and tools in the day-to-day practice.
Enabling sales leaders to provide ongoing coaching and reinforcement.
Establishing a review mechanism to track progress, ensure alignment with goals, and make incremental improvements.

This structured approach ensures the programme’s success by combining careful planning, iterative testing, and full-scale implementation with continuous support.

Team-Wide Implementation

Kick-Off

We dive deep into understanding your sales environment: 

Analysing your customer’s buying journey.
Reviewing your existing sales processes.
Assessing your team’s current skills and behaviours.

Defining Your SalesDNA

We dive deep into understanding your sales environment: 

Analysing your customer’s buying journey.
Reviewing your existing sales processes.
Assessing your team’s current skills and behaviours.

Defining Your SalesDNA

Pilot

We test the blueprint with a small, carefully selected group of participants in a pilot phase.
During this phase: 

Participants apply their learnings to real-world sales scenarios, generating immediate ROI.
Progress is closely monitored, and feedback is gathered to refine the approach.
Adjustments are made to optimise the program before scaling it to the entire team. For added peace of mind, we offer a money-back guarantee at this stage if the results don’t meet your expectations.

With the refined blueprint validated during the pilot, we roll it out to the entire sales team. This phase involves: 

Team-Wide Implementation

Delivering tailored workshops to ensure the sales teams understand and can apply the new competencies and tools in the day-to-day practice.
Enabling sales leaders to provide ongoing coaching and reinforcement.
Establishing a review mechanism to track progress, ensure alignment with goals, and make incremental improvements.

This structured approach ensures the programme’s success by combining careful planning, iterative testing, and full-scale implementation with continuous support.

With the refined blueprint validated during the pilot, we roll it out to the entire sales team. This phase involves: 

Delivering tailored workshops to ensure the sales teams understand and can apply the new competencies and tools in the day-to-day practice.
Enabling sales leaders to provide ongoing coaching and reinforcement.
Establishing a review mechanism to track progress, ensure alignment with goals, and make incremental improvements.

This structured approach ensures the programme’s success by combining careful planning, iterative testing, and full-scale implementation with continuous support.

Team-Wide Implementation

Your first step to building a team of top performers

During the consultation, we work to understand your challenges, examine how your sales team currently operates, and identify potential gaps in competencies and processes. We then test our approach on a real opportunity or account, enabling us to propose a tailored scope for the initial phase, including a focused pilot programme.

Sales is in our DNA

At SalesGenetics, we have evolved from traditional sales training because we realised that pure training often does not deliver the results our customers expect.

Our mission: to create a holistic approach that achieves a higher Return on Investment. To achieve this, we have developed tools and methods that strengthen sales competencies in the long term and are also implemented in day-to-day sales.

Our team

PETER TRIX

Founder & Managing Director

Nearly 20 years ago, Peter asked himself, “What’s the point of sales training if it doesn’t lead to a lasting change?” This question sparked the creation of SalesGenetics. As a visionary leader, Peter combines decades of experience in sales strategy and organisational development with a unique ability to connect with people. He embodies the principles he champions, consistently applying them in his own work. Driven by curiosity and a passion for innovation, he is dedicated to translating new ideas into practical solutions that meet customer needs and deliver lasting results.

ANGELIQUE FRINGS

Operations Director

What does it take to successfully transform sales organisations in today’s dynamic business environment? This is where Angelique comes into play with over 25 years of project management expertise and a proven track record of implementing Sales Excellence programs. Since 2006, she has been a cornerstone of SalesGenetics, excelling in managing internal project teams, controlling budgets for Sales Transformation initiatives, and integrating software tools. A vital force behind the development and implementation of the SalesDNA® Performance Manager, Angelique ensures that customers benefit from innovative tools that drive sustainable performance.

SANDRA EHRESMANN

Project Manager

What ensures the seamless execution of global sales training programmes? Sandra has the answer. With over 25 years of project management experience and a key role at SalesGenetics since 2009, Sandra supports international customers in planning and coordinating training courses, workshops, and coaching programmes within their sales academies. She is the go-to expert for ensuring smooth communication and timely information exchange between all stakeholders, from project managers to participants and facilitators. Her dedication and expertise make her an invaluable partner in delivering successful sales transformation initiatives.

With more than 50 consultants worldwide , we have transformed sales organisations ranging from 50 to 9000 sellers

Made in Germany

Our head office is located in Düsseldorf, but we focus on being on site with our customers. We usually carry out the design phase and our training courses on your premises, no matter where you are in the world. We support our customers worldwide.