Chapter 29: Wilson Learning


Wilson Learning is a global training company headquartered in Japan that offers sales, leadership and workforce development solutions. Its sales development solutions include several programs for field and inside salespeople, sales managers and customer service representatives. Wilson’s best known sales program is The Counselor Sales Person, which teaches a consultative sales approach.


Wilson focuses primarily on skill development as opposed to sales process or methodology. It is helpful to think of process and methodology as the “what to” and skill development as “how to.” The company has a presence in over 50 countries and can provide its training in more than 30 languages, which enables it to service thousands of global clients. However, they also service smaller local clients through their certified partners.

Clients and Case Studies

A company the size of Wilson undoubtedly has many clients, but they only showcase a handful of case studies—most of which are of global companies. The case studies are succinct, and demonstrate Wilson’s ability and willingness to measure results at a very granular level.


As a company that focuses mostly on skill development, Wilson has a good reputation in the learning and development world for soundness of instructional design and facilitation. For the past six years, Wilson was named a “Top 20 Sales Training Company” and “Top 20 Leadership Training Company” by, and they were named to Selling Power Magazine’s 2013 and 2014 “Top 20 Sales Training Companies” lists.

Core Sales Training Programs

Wilson Learning offers a comprehensive sales curriculum and practical coaching tools for sales leadership effectiveness. They offer several levels of customization, from the addition of logos to materials to ground-up design, to meet your budget and needs.

  • The Counselor Salesperson (CSP), Wilson’s flagship program, uses a four-step consultative selling process that helps salespeople transition from simply making transactions to solving real business problems. CSP focuses on adopting a Counselor Mindset, and a consistent customer experience from the salesforce, effective coaching and performance management with a variety of tools, and increased sales overall.

  • Coaching for Sales Performance (CSP) offers sales managers coaching skills and techniques to create the conditions under which salespeople can succeed. Sales managers gain a competitive advantage using an effective, structured coaching approach that taps their salespeople’s potential and leads to improved performance and fulfillment.

Other Sales Training Programs

Wilson offers programs for all ranges of experience and developmental needs, including:

  • Foundational Selling: Counselor Prospecting, Inbound Sales Excellence, Negotiation to Yes (Sales Edition), Networking for Success, UPFRONT Persuasion Through Presentation and The Versatile Salesperson

  • Business Consulting: Aligning with Customer Buying Behaviors, Conducting Strategic Business Calls, Consulting with Clients, Creating Differentiated Offerings, Global Effectiveness and Turning Information into Sales

  • Strategic Selling: Managing Competition, Managing Decisions, Managing Opportunities

  • Sales Management: Interviewing for Selection, Managing Sales Performance

  • Sales Support and Service: Signature Service: The Key to Customer Satisfaction®

Delivery Options

As you would expect from a large, global training company, Wilson offers a range of delivery options including live instructor-led training, train-the-trainer, public seminars, virtual instructor-led, eLearning and blended programs.

The Full Solution

Wilson will work with you to understand your specific issues, your organization, your offering and your customers before suggesting a solution. Once the right approach is agreed upon, they have the resources and flexibility to make sure every aspect—from measurement to delivery of content, follow-up coaching and evaluation—is tailored to your organization’s learning needs, timeframe and budget. They offer some impressive Learning Services, such as:

  • Assessment solutions for competency modeling, developmental and impact evaluation
  • Customization of materials from lightly tailored to custom cases and ground-up design
  • Learning transfer solutions to sustain skill development and drive behavior change
  • Selecting, scheduling and preparing facilitators and coaches to work with your teams
  • Translation and localization of training materials, and management of delivery resources and logistics in more than 50 countries and 30 languages
  • Designing and implementing measurement and evaluation programs

Advice for Sales Training Buyers

Be clear about your needs, especially distinguishing between methodology (i.e., “what to”) and skill development (i.e., “how to”). Keep in mind that it is not uncommon to use one sales training provider for methodology (e.g., Miller Heiman Strategic Selling) and another for skills (e.g., Counselor Salesperson). However, as methodologies get embedded with technology into CRM workflow, the level of customization required for your skills program will probably increase significantly to reflect your methodology’s language and process. This isn’t a bad thing, but it takes time and budget to execute.

If you need to develop basic selling, service or coaching skills across a globally dispersed organization, then Wilson Learning is clearly a company you should consider.
wilson sales training solutions

You have written an excellent piece. I do not say that lightly

VP of SALES, $3 Billion Revenue Co.

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