International Sales Training › United Kingdom
B2B sales training across the United Kingdom.
The UK is our home market. We deliver bespoke B2B sales training in person the length of the country, or live online, built around your real pipeline and led by a practitioner who has carried a bag and a target.
Training built from your team's best practice, not an imported framework.
Klozers was founded in the UK and it is where we have delivered the longest. That matters because the UK B2B market rewards substance over theatre: buyers are experienced, procurement is professional, and reps who have sat through a dozen workshops can spot generic content in the first ten minutes.
So we do not arrive with a branded methodology and ask your team to adopt it. We start from what your best performers already do that works, systemise it, and add frameworks only where there is a genuine gap. Every concept is applied to a rep’s own live accounts in the room. There are no slides, and we no longer run public open courses: every programme is private to your team.
In person nationwide, or live online.
Bespoke to your pipeline
We interview your leaders and top performers first, then build the programme around your real accounts, market and existing methodology.
No slides, applied live
People practise on their own deals, not case studies. It is credible to experienced reps and intuitive for newer ones.
Reinforced so it sticks
Managers are equipped to coach afterwards, because training that is not reinforced does not change behaviour.
Wherever your team is
On site anywhere in the UK, from London to Edinburgh, or live online for distributed and hybrid teams.
Your UK sales trainer.
Iain Swanston
Iain founded Klozers and has been training and coaching B2B sales teams since 2008. He started in the field selling construction machinery and capital equipment, rose to UK and then North American Sales Manager, and later served as lead trainer and coach at Microsoft Scotland, helping the team and partner network shift from hardware to SaaS. He works with mid-market leaders who want to take on the brand leaders in their sector and win.
Focus: Consultative & solution selling, strategic account management Languages: English
UK sectors we know well.
Programmes are tailored to your market. In the UK we most often work with teams in:
Sales training across UK cities.
We deliver on site anywhere in the UK. City guides are being added, starting with London.
UK sales training, answered.
Where in the UK do you deliver?
Anywhere. We deliver in person across the UK, from London and the South East to the Midlands, the North and Scotland, or live online if your team is distributed. Programmes are private to your organisation.
Do you run public or open courses?
No. Every programme is bespoke and private to your team, built around your own accounts and market. We no longer run public open courses.
Who delivers the training?
In the UK your programme is led by Klozers’ founder Iain Swanston, an Edinburgh-based practitioner with a career in B2B sales and a background training teams at Microsoft Scotland.
Can you train remote or hybrid sales teams?
Yes. We run the same bespoke programme live online, structured as shorter sessions with coaching between them, so distributed UK teams get the same applied, no-slides experience.
How B2B sales training works in the UK.
The UK is a mature, competitive market for sales training, and most teams here have already been through several programmes. That raises the bar. A course only earns its place if it changes what reps actually do in live deals, not just what they can recite the week after. This section explains how we approach B2B sales training for UK teams, what to look for in a provider, and how to judge whether it has worked.
What does B2B sales training in the UK involve?
A Klozers programme is bespoke rather than off the shelf. Before any session we interview your sales leaders and top performers to understand how your team really sells: which deals stall, where discounting creeps in, and how your buyers make decisions. We then build the programme around your own live accounts, so every concept is practised on real opportunities in the room rather than on generic case studies.
Delivery is workshop-based and hands-on, with no slide decks. Reps leave with a working 90-day action plan tied to named accounts, and managers leave with a way to coach against it. The emphasis throughout is on judgement under pressure: prioritising the right opportunities, reaching the economic buyer, articulating value in commercial terms, and holding margin instead of defaulting to a discount.
How should sales training be adapted for UK buyers?
UK B2B buyers tend to be experienced, time-poor and quietly sceptical of anything that sounds like a script. Professional procurement is common on larger deals, and a seller who leads with product features rather than business value is easily reduced to a line on a price comparison. Training that ignores this, or that simply imports a US framework, rarely survives contact with a real buyer.
We build from what your best performers already do that works, and layer in structure only where there is a genuine gap. That keeps experienced reps on side, because they recognise themselves in the programme instead of being asked to abandon what already succeeds, and it gives newer reps a clear, repeatable approach they can apply from Monday morning.
In-person or live online: which works better in the UK?
Both work, and the right answer depends on how your team is set up. In-person workshops suit a co-located team, or a kickoff where the energy of the room matters, and we deliver on site anywhere in the UK. Live online suits distributed and hybrid teams, run as a series of shorter sessions with coaching between them so it fits around live selling rather than pulling everyone off the road for two days.
What does not change is the applied, no-slides format. Whether in a room in London or online across several offices, reps work on their own deals, and managers are equipped to reinforce the behaviours afterwards. Reinforcement is the part that makes training stick, so we build it in rather than treating it as an afterthought.
How do you choose a sales training provider in the UK?
Look past the brochure and ask three questions. Will the programme be built around your actual deals, or is it a fixed curriculum with your logo on it? Is it delivered by someone who has carried a bag and a target, or by a facilitator reading someone else’s material? And what happens after the workshop, since a one-off event with no manager reinforcement almost always fades.
It is also worth asking who will actually deliver. In the UK your programme is led by Klozers’ founder Iain Swanston, an Edinburgh-based practitioner whose background includes training teams at Microsoft Scotland. That practitioner grounding is deliberate: we teach what we use ourselves, and if it does not work in real deals, we do not teach it.
Does it work alongside our existing sales methodology?
Yes. If your team already uses a methodology such as MEDDIC, SPIN or Challenger, or a homegrown process, we work with it rather than against it. Because we start from your top performers’ behaviour, the programme reinforces what already works and fills the gaps, so you are not asking reps to run two competing systems at once.
This matters most for experienced UK teams who have been trained before. Rather than another framework to adopt, they get a sharper, applied version of how they already sell, which is why adoption tends to be higher and resistance lower.
How is the impact of sales training measured?
The honest measure is behaviour change, not happy sheets. Feedback scores tell you whether people enjoyed the day; they do not tell you whether anything changed. We focus instead on observable shifts in how deals are run: are weak opportunities being exited sooner, is the economic buyer being reached earlier, is value being articulated instead of price being discounted?
The 90-day action plan gives you a reference point. Managers can track, deal by deal, whether the behaviours agreed in the room are showing up in the pipeline, and coach where they are not. That is a far more reliable signal than a certificate, and it is the basis for deciding whether to reinforce or extend the programme. The goal is a UK sales team that runs its best deals to a consistent standard, with managers who can see and hold that standard long after the workshop ends.
Train your UK team on real deals.
Tell us what your team is working on, and we will scope a bespoke UK programme built around it.