International Sales Training › Germany
B2B sales training in Germany and across DACH.
Bespoke B2B sales training delivered in German or English, from our base in Dortmund. Built for the Mittelstand and for industrial and technology teams selling complex, high-value solutions across Germany, Austria and Switzerland.
Built for how German buyers actually buy.
German B2B buyers reward precision, technical depth and a long-term view. Decisions run through several stakeholders, cycles are long, and a seller who leads with product specifications rather than business value quickly gets reduced to a line on a price comparison. Training that ignores this, or that is simply translated from an English framework, does not survive contact with a real Einkauf conversation.
We build the other way round. We start from what your strongest people already do in the German market, systemise it, and add frameworks only where there is a genuine gap. Delivery is bilingual: in fluent German for teams who prefer it, or in English for international groups. Every programme is private to your team, applied to your own live deals, with no slides.
In German or English, on site or online.
Bilingual delivery
Programmes run in native-level German or in English, so mixed and international DACH teams learn in the language they sell in.
Built for the Mittelstand
Designed around complex, multi-stakeholder industrial and technology sales, not consumer or transactional selling.
Value over price
We equip teams to hold value and margin in front of professional procurement, rather than defaulting to discount.
Across all of DACH
On site in Germany, Austria and Switzerland, or live online for distributed teams and cross-border rollouts.
Your German sales trainers.
Neil Campbell
Neil leads Klozers across Germany, Austria and Switzerland from Dortmund. He brings more than 20 years of B2B sales experience, including years selling enterprise software into industrial sectors, and is fluent in English and German. A former “Sales Presenter of the Year”, he specialises in cross-cultural selling and helping DACH manufacturers and technology firms expand internationally. Because he still sells, his training reflects the market as it is now.
Focus: Enterprise technology sales, new business, cross-cultural selling Languages: English, German
Sascha Kronberg
Sascha is a native German sales trainer who specialises in telephone and inside sales, the discipline behind pipeline creation and early-stage qualification. He works with German teams on the conversations that open opportunities, and adds native-language depth for inside-sales and lead-generation programmes.
Focus: Telephone and inside sales, lead generation Languages: German, English
German sectors we know well.
Programmes are tailored to your market. In Germany we most often work with teams in:
Sales training across German cities.
We deliver on site anywhere in Germany, with a base in Dortmund. City guides are being added.
German sales training, answered.
Do you deliver the training in German?
Yes. Programmes run in native-level German, delivered by German-speaking trainers, or in English for international teams. Many DACH rollouts mix both.
Who delivers the training in Germany?
Neil Campbell, Klozers’ Dortmund-based Regional Manager for the DACH region, leads delivery, supported by native German trainer Sascha Kronberg for inside-sales and telephone-selling programmes.
Do you cover Austria and Switzerland as well?
Yes. We deliver across the whole DACH region, in person in Germany, Austria and Switzerland, or live online for cross-border teams.
Do you understand complex Mittelstand and industrial sales?
Yes. Our German delivery is built around long-cycle, multi-stakeholder industrial and technology sales, with a focus on holding value in front of professional procurement rather than discounting.
How B2B sales training works in Germany and DACH.
Germany is a demanding market for B2B sales training. Buyers reward technical depth, precision and a long-term view, decisions run through several stakeholders, and professional procurement is the norm on serious deals. A programme only earns its place here if it fits how German buyers actually buy, and if it holds up in German as well as English. This section explains how we approach sales training for teams in Germany and the wider DACH region.
What does B2B sales training in Germany involve?
Every Klozers programme in Germany is bespoke. We begin by interviewing your leaders and strongest sellers to understand your market, your deal complexity and where execution slips, then build the programme around your own live accounts. Concepts are applied to real opportunities in the room, not to generic case studies, and there are no slides.
Delivery is bilingual. Programmes run in native-level German for teams who prefer it, or in English for international groups, and many DACH rollouts combine both. Reps leave with a working 90-day plan tied to real accounts, and managers leave able to coach against it.
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.