B2B sales training in Spain.
Relationship-led B2B sales training delivered in Spanish or English. Built for a market that runs on personal trust and a fast-growing technology scene, and applied to your own live deals rather than generic case studies.
Personal trust, in a market that is scaling fast.
Spanish B2B still turns on the personal relationship: buyers want to know and trust the person before the product, and rapport opens doors that a cold, process-led approach cannot. At the same time, hubs like Madrid and Barcelona have grown a fast-moving technology and startup scene where deals move quickly and modern, consultative selling is in demand. A good programme has to serve both.
We build from what your strongest people already do in the Spanish market, drop the slideware, and combine relationship-building with the structured, consultative selling that faster-scaling teams need. Delivery is in fluent Spanish for teams who prefer it, or in English for international groups. Every programme is private to your team and applied to your real pipeline.
In Spanish or English, on site or online.
Spanish or English
We interview your leaders and top performers first, then build the programme around your real accounts, market and existing methodology.
Relationship-led
We coach the personal trust and rapport Spanish buyers expect before a commercial conversation carries weight.
Built for scaling teams
Consultative selling for the fast-growing tech and startup scene in Madrid, Barcelona and beyond.
Madrid and nationwide
On site anywhere in Spain, from Madrid to Barcelona and the regions, or live online for distributed and hybrid teams.
Your Spanish sales trainer.
Daniel Palomar
Daniel delivers Klozers programmes in Spain and runs DP Coaching & Training. He works with B2B sales teams on consultative selling and coaching, combining relationship-led fundamentals with the skills faster-scaling teams need. He delivers in Spanish and English.
Focus: B2B consultative selling, sales coaching Languages: Spanish, English
Spanish sectors we know well.
Programmes are tailored to your market. In Spain we most often work with teams in:
Sales training across Spanish cities.
We deliver on site anywhere in Spain. City guides are being added.
Spanish sales training, answered.
Do you deliver the training in Spanish?
Yes. Programmes run in native-level Spanish, delivered by a Spanish-speaking trainer, or in English for international teams.
Who delivers the training in Spain?
Your programme is delivered by our Spain-based trainer Daniel Palomar of DP Coaching & Training, who works in Spanish and English.
Do you work with fast-growing tech and startup teams?
Yes. Alongside relationship-led fundamentals, we build in the consultative selling that scaling technology and startup teams in Madrid, Barcelona and beyond need.
Can you train hybrid or distributed teams?
Yes. The same bespoke programme runs live online as shorter sessions with coaching between them, for teams spread across Spain or wider.
How B2B sales training works in Spain.
Spanish B2B still turns on the personal relationship, and at the same time hubs like Madrid and Barcelona have grown a fast-moving technology and startup scene where deals move quickly. A good programme has to serve both, and be applied to real deals rather than delivered as a generic course. This section explains how we approach B2B sales training for Spanish teams.
What does B2B sales training in Spain involve?
Every programme is bespoke. We interview your leaders and top performers first, then build the training around your live accounts so every concept is practised on real opportunities rather than case studies. There are no slides, and reps leave with a working 90-day plan tied to named accounts.
Delivery is in native-level Spanish for teams who prefer it, or in English for international groups. The focus is on combining relationship-led fundamentals with the structured, consultative selling that faster-scaling teams need.
How is sales training adapted for Spanish buyers?
In much of Spanish B2B, buyers want to know and trust the person before the product, and rapport opens doors that a cold, process-led approach cannot. At the same time, in the tech and startup scene deals move faster and buyers expect a modern, consultative approach. The seller has to read which they are in.
We build from what your strongest people already do in the Spanish market and add structure only where there is a genuine gap, so the programme fits both the relationship-led sale and the faster, consultative one, rather than forcing a single style onto every deal.
Do you work with startups and scaling tech teams?
Yes. Alongside relationship-led fundamentals, we build in the consultative selling that scaling technology and startup teams in Madrid, Barcelona and beyond need: qualifying quickly, reaching the economic buyer, and articulating value in a crowded market where buyers have many options.
Because the programme is built around your own pipeline, a fast-moving SaaS team and a traditional industrial team get different emphases from the same underlying approach, which is what keeps it credible to each.
In-person or live online in Spain?
Both work. In-person workshops suit a co-located team or a kickoff, delivered on site anywhere in Spain from Madrid to Barcelona and the regions. Live online suits distributed and hybrid teams, run as shorter sessions with coaching between them so it fits around live selling.
The applied, no-slides format is the same either way, and reinforcement is built in so the training does not fade after a fortnight. Managers are equipped to coach the agreed behaviours in real pipeline reviews.
How do you choose a sales training provider in Spain?
Ask whether the programme will be built around your real deals or is a fixed curriculum translated into Spanish, whether it can be delivered in native-level Spanish, and whether it can serve both relationship-led selling and the faster consultative selling your scaling teams need.
In Spain your programme is delivered by our Spain-based trainer Daniel Palomar of DP Coaching and Training, who works in Spanish and English. Ask, too, what happens after the workshop, since a one-off event with no manager reinforcement almost always fades.
Which sectors do you work with in Spain?
We most often work with Spanish teams in technology and SaaS, tourism and hospitality technology, industrial, pharma and healthcare, professional services and renewables. Each has its own buyers and cycles, so the programme is tailored rather than one-size-fits-all.
What they share is a need for sellers who can build trust and make a clear, consultative case, whether to a traditional buyer or to a fast-moving modern one, which is exactly what the programme is built to develop.
How is the impact of sales training measured?
We measure behaviour change, not satisfaction scores. The signals are practical: is trust being built and turned into business, is the economic buyer being reached, is value being articulated instead of price discounted, are weak opportunities being exited sooner? The 90-day plan gives managers a concrete basis to coach against.
That evidence, deal by deal, is far more reliable than a certificate, and it tells you whether to reinforce or extend. The goal is a Spanish sales team that blends relationship and rigour, and runs its deals to a consistent standard, with managers who can hold that standard over time. Programmes are always private to your team rather than a public course.
Does it work alongside our existing methodology?
Yes. If your team already uses a methodology such as MEDDIC, SPIN or Challenger, or a homegrown process, we work with it. Because we start from your top performers’ behaviour, the programme reinforces what already works and fills the gaps, so reps are not running two competing systems at once.
For teams that have trained before, that means a sharper, applied version of how they already sell rather than another framework to adopt, which keeps adoption high and resistance low.
How quickly can a Spanish programme be arranged?
Because programmes are built around your own deals, we begin with a short discovery and interviews with your leaders and top performers, then design and schedule the sessions. Most engagements move from first conversation to delivery within a few weeks, in Spanish or English. If you are unsure whether in-person or online fits better, the discovery call is where we work that out with you.
Train your Spanish team in the language they sell in.
Tell us what your team is working on, and we will scope a bespoke Spain programme in Spanish or English.