Sales Excellence

A program by Jerry Swain, delivered through CEO Coaching International

Learn to sell from someone who has spent his career on both sides of the table.

Eight weeks of live coaching, role play, and real sales opportunities with Jerry Swain: IBM-trained seller, founder of Jer's Chocolates, buyer, and coach.

When

Starts Thu, October 1

Time

9 to 11a PT / 12 to 2p ET

Where

Virtual, Zoom

Eight weeks, one two-hour session per week. Wraps before Thanksgiving week.

Jerry Swain, program creator and coach

4.99 out of 5

across 90 participant ratings · 100% would recommend it

This is a working room, not a webinar. You will practice, get coached, and leave with a playbook you actually use.

Built from real sales experience, not theory.

Most sales programs are taught by trainers. This one is taught by an operator who has been in every seat.

Seller

Top 10% producer at IBM, trained in the process he teaches today, and hands-on in sales every year since.

Founder & CEO

Built Jer's Chocolates and won 14 years of national distribution with Costco, running the company and carrying the number.

Buyer

Through those same years, on the other side of the table evaluating vendors and deciding which salespeople earned the business.

Coach

What he does today. The methodology keeps evolving through coaching CEOs and sales organizations across industries.

Every role play, story, and example in this program comes from real sales situations, not a textbook.

How it works

Rigorous, hands on, and genuinely enjoyable.

This is not a webinar you half watch. You practice, you get coached in the moment, and you bring real opportunities into the room.

Live role play

Practice on real scenarios, then get coached on the spot.

Your actual opportunities

Weekly homework applied to sales opportunities already in your pipeline.

Peer learning

A cohort of sales leaders solving the same problems out loud.

Direct coaching

Personal feedback from Jerry every week, not a recording.

The final gauntlet

A live end of program challenge, then your personalized Sales Playbook.

Jerry Swain working the six-step process on the board with a cohort

Weekly coaching on a live opportunity

Cohort building their sales playbook

Participant survey

4.99 / 5

Average across all 90 individual ratings collected at the close of the program. 89 of 90 ratings were five stars.

Source: participant exit surveys, Sales Excellence cohorts

Every participant scored these five statements a perfect five out of five.

100%

Overall satisfaction with the workshop

100%

Would recommend the workshop to others

100%

Feel more confident in the overall sales process

100%

More prepared to run a structured sales call

100%

Workshop will help them close more sales in the real world

What participants say

Teams that changed how they sell.

"We doubled our average sale size in less than six months."

Tom Gregg, CEO, Vehicle Acquisition Network

"This program enabled us to pinpoint team weaknesses and turn them into significant organizational strengths, while instilling a palpable new energy within our sales department. If you are a CEO looking to unlock growth and motivate your team to execute, Jerry is your go-to expert."

Tom Gregg

CEO, Vehicle Acquisition Network

"The training has been a total game-changer, providing the insights and encouragement needed to navigate complex sales challenges. Our sales team is buzzing with excitement as they implement the new strategies we learned."

Debbie Wooldridge

CEO & Founder, TTC Innovations

"The Sales Excellence course offered practical, engaging content that was immediately applicable to our real-world sales situations. Jerry perfectly balances high-level strategy with hands-on examples, making complex relationship-building concepts easy to implement."

Thomas Love

VP of Sales, Accor Technology

"Working with Jerry has been transformative, helping our team refine processes and elevate overall performance. By crafting a clear value proposition and mastering objection handling, we have achieved stabilized revenue and consistent growth."

Jenna Guarneri

CEO, JMG Public Relations

"I fell in love with selling all over again. Our team walked away closer, with the tools to keep building our sales playbook."

Tori VanCura-Rutland

Chief Growth Officer, HC3

"I built a sales playbook for all of our customer types during the course. We now share it across the company."

Thomas McPherson

CEO, Lukrom

"The best sales workshop I have ever participated in. The role plays right after each lesson made it stick immediately."

Triston Kight

Assistant Sales Manager, Pilot John International

"The little things made the difference. Renewed discipline on pre-call preparation has already translated into more closed business."

Clayton Dorris

Director of Sales, Vehicle Acquisition Network

CEO and sales leadership, same company.

"I was completely new to sales and wasn't sure what to expect. It exceeded my expectations. I walked away with a clear sales process I can use every day, and confidence I did not have before."

Teri Hicks

Public Sector Sales Executive, Aegent Technologies

"This course helped me build a new qualification and discovery process for my sales team. The encouragement and accountability were top notch, and every session was engaging and full of learning."

Director of Sales

Sales Excellence workshop participant

Name and company withheld by request.

Enroll today

Ready to build a sales team that closes with confidence?

The October cohort starts Thursday, October 1. Join operators, CEOs, and sales leaders who are replacing improvisation with a repeatable playbook.

The process

Six steps, eight weeks, one repeatable playbook.

Open with Confidence

Earn the first meeting and set the frame in the first two minutes.

Qualify the Prospect

Separate real opportunities from busywork before you invest time.

Uncover Buyer Pain

Ask the questions that surface the cost of doing nothing.

Present with Impact

Tie your solution to the buyer's numbers, not your feature list.

Handle Objections

Work live pushback until the response is calm and repeatable.

Close with Consistency

Run the final gauntlet and lock in your written playbook.

What you walk away with

4.99

Average participant rating, 90 ratings

One additional deal at your average sale size covers the seat.

Sustainable behavior change, not short-term motivation.

Trained sales professionals who earn customer trust and win more conversations

A repeatable playbook for consistency

Measurable improvements in conversion rates

Lower turnover and stronger retention

Confidence that your targets are backed by capability, not hope

Stronger execution across the team in high-value opportunities

Bring the team

Bring your whole team.

Seats are limited for the October cohort, and the program works best when the CEO attends alongside the revenue leader and the sellers who carry the largest opportunities. Multi-seat enrollment is available for teams.

Pricing: $7,500 per seat. Second person from the same company $6,000. Third and beyond $5,000. Card or invoice.

Sessions are recorded, seats transfer to anyone at your company, and you can request a full refund through September 24.

Enroll today

Seats are limited.

The October cohort starts Thursday, October 1, eight weeks of one two-hour session per week, 9:00 to 11:00 AM Pacific / 12:00 to 2:00 PM Eastern. Wraps before Thanksgiving week. Registration closes Wednesday, September 30 at 5pm Pacific. Reserve your seat now or talk to us about a private cohort.

Not sure it is the right fit? Talk to a coach first.

Program FAQ

Questions before you take a seat

Who is the Sales Excellence Program for?

The Sales Excellence Program is built for CEOs, founders, and revenue leaders who carry a number and want to sell better themselves, not delegate selling entirely. It suits leaders running founder-led sales, teams selling into larger buyers than before, and executives who negotiate significant opportunities personally.

What is the time commitment for the Sales Excellence Program?

Eight weeks, with one live two-hour session each week from 9 to 11am Pacific, plus practice applied to opportunities already in your pipeline. Sessions are working sessions with live role play, so attendance matters more than in a lecture format. The 2026 cohort begins Thursday, October 1.

Who teaches the Sales Excellence Program?

Jerry Swain teaches it. He was trained as a seller at IBM, founded Jer's Chocolates and sold to Costco for fourteen years while running the company, and through those same years sat on the buying side evaluating vendors and salespeople. The program teaches selling from every seat he has held rather than from one methodology.

Is this a sales methodology course like MEDDIC or Sandler?

No. Named methodologies teach a process to apply to a pipeline. The Sales Excellence Program works the other way: you bring live opportunities, role play the specific conversations they require, and get coached on what you actually said. The output is your next call going better, not a certification.

Can I send my sales leader instead of attending myself?

You can, and many companies send both. The material is most valuable when the CEO attends alongside the revenue leader, because pricing discipline and walk-away authority are CEO decisions. When only one seat is available, send the person who negotiates your largest opportunities.

What does the Sales Excellence Program cost?

A seat is $7,500. A second person from the same company is $6,000 and each seat after that is $5,000, so a CEO with two sellers is $18,500. Pay by card at registration or request an invoice due before the first session. Seats may be transferred to another person at the same company. Multi-seat orders are set up on one invoice by request.

What happens if someone misses a session?

Participants commit to attending all eight sessions because the cohort works when the same people are in the room every week. If an unavoidable conflict comes up for a single session, contact Jerry Swain directly and he will provide that session’s recording. Absences have been rare across past cohorts.

Do I have to be a CEO Coaching International client to enroll?

No. The Sales Excellence Program is open to qualified outside leaders as well as existing clients, and many CEOs use it as a first engagement with the firm. Registration is open now and the room is capped at 10 so everyone role plays in every session.

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About the Firm

Read the About Page →

Learn to sell from someone who has spent his career on both sides of the table.

This is a working room, not a webinar. You will practice, get coached, and leave with a playbook you actually use.