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As an employee at a cybersecurity manufacturer, I have had the experience of working with Carsten and his sales training in connection with my work at a specific partner within a specific sales training program.
In collaboration with partners, I helped establish the cooperation with Carsten and personally participated in the planning, execution, ongoing evaluations, and conclusion of the training program.
There are several aspects of the program that are significantly different from anything I have experienced before:Context-Based Training:The training is conducted within a highly specific context—in this case, IT security—rooted in a deep understanding of the market, the threat landscape, and the customers' current level of maturity.
- WHY messages: Highly concrete, relevant, and specific insights into the market dynamics.
- WHAT messages: Clear, recognizable, and practical guidance on which products and services partners and we, as the manufacturer, can bring to market.
- HOW messages: A structured, real-world approach to how partners and we, as the manufacturer, can help customers transition from one solution to another, ensuring practical applicability.
The Change Process:
Throughout the 3-4 month training program, there is a strong focus on translating theoretical knowledge into real-world application, ensuring that, over time, it develops into tangible skills for each participant. In practice, this means that actual customer dialogues from participants’ daily work become part of the training material.
This approach creates a commitment to change, as expectations for how the training should be applied in real, practical sales dialogues are made very explicit—precisely because they are integrated into the training material in the classroom.
Value for Money:
The above description of the program is an attempt to highlight the intense focus on creating a lasting transformation in sales. Throughout the training process, this is designed to result in a commitment to building a pipeline and, ultimately, driving additional sales.
The Instructors Role:
Carsten possesses deep knowledge of cybersecurity, having pursued certifications to reach a high level of expertise. His strong skills in sales and sales methodologies are evident throughout the program.
While motivation isn’t the primary goal of the training, Carsten has the ability to "hold the room", creating an inspiring and engaging atmosphere in every session.
Final Thoughts:
Based on a long career in sales (and life in general), I have gained significant experience with many exciting and inspiring sales training programs, courses, and instructors. However, despite these valuable experiences, very little has translated into actual skills and competencies—simply because the opportunity to apply my knowledge in real-world scenarios and the right context has not been present.
In this sales training program, participants don’t just get the opportunity to apply their learning—it is an integral part of the process and a fundamental premise. This alone makes a significant and measurable difference.
My simple thesis is that if we, as a manufacturer, can offer this sales training to our 10 largest partners for all their salespeople, we will, within a very short time, secure a strong market position—perhaps even dominance—across large parts of the Danish IT security sector.
// Kim Junge | Partner Sales Manager, Fortinet