Chris really helped build the standards, preparation and coaching framework with me and the team that were tailored to Zipline's culture, mission and market! Chris helped us during a time of sales leadership transition and developed a sales infrastructure to streamline, simplify, and standardize the team. His work with us was based on our core principles (and the book we wrote based on it, Store Don't Suck). The onboarding and sales off-site training work he helped us develop and launch was customized to us, which was super helpful given our customer-centric reputation and industry focus.

Chris stands apart as a truly visionary sales coach and mentor. What sets Chris apart is his unique ability to see what many other sales coaches and trainers overlook. He has a remarkable talent for cutting through the clutter and providing a clear, unobstructed view of the path forward. The old adage "you can't see the forest for the trees" doesn't apply to Chris – he effortlessly pulls you out of the forest and shows you the way, with a simple, straightforward approach that instills confidence.

His perspective on sales is unparalleled, offering insights that are far greater than I have seen from other coaches or trainers. I had the privilege of working with him in two distinct capacities – first, when I was a Sales Manager and he joined our team and guided our entire sales force through his proven and effective sales methodology. Later, I sought his coaching and guidance directly, and he delivered invaluable insights.

Working with Chris means engaging in open and frank conversations where new ideas can flourish, built upon his solid foundation of sales excellence. His guidance is invaluable for anyone aiming to elevate their game and cultivate a culture of excellence within their organization. If you're seeking to take your sales performance to new heights, a conversation with Chris is an opportunity not to be missed. Chris stands apart as a truly visionary sales coach and mentor. His perspective on sales is unparalleled, offering insights that are far greater than I have seen from other coaches or trainers.

Welcome to Advanced Sales Excellence!

We came out of last week eager to put our newly developed skills into practical application, devoted to practicing for sales mastery, charged-up, and ready to take-on-the-world!  My sales team and I recently had the opportunity to go through an intensive program focusing on Advanced Sales Excellence specifically designed for seasoned sales pros. Think of it as putting everything you already know about sales, thinking that it was all there is to know about sales, and then putting it on steroids to kick-it-up to levels that you previously deemed unachievable!

This 4-day curriculum takes already great salespeople on a nose-to-tail journey through structured content like opening statements, call planning, sales stage progression, objection handling, etc., and then down the lesser travelled paths of rational vs. emotional persuasion, client mapping, questioning/listening, influencer utilization, etc., while building expertise every step of the way. If you think you already know everything about even one of these curriculum items, trust me, you do not.

The program delivery includes a high-level of participation, which helps with content recollection. The ask is that the theories/activities be utilized 100% of the time for maximum benefit going forward, and that sales team practice/roll-playing occurs often, and on a regular basis to develop the muscle into a reflex for consistently favourable outcomes.

Thanks again Christopher Szado!

Chris was a like blast of fresh air. He not only brings an unparalleled passion to delivering sales excellence, but also an empathy and a level of coaching I hadn't experienced previously In my career.

I've read dozens of Sales books, and had some very good in person sales training. It's not about a rep being plugged into a program, it's about enhancing pre-defined skills and strengths and augmenting them. Our motto was 'turning order takers into order makers'.

Also, despite his education and experience, Chris welcomes having his ideas challenged, and you can learn more in that dialogue than your run of the mill sales book. 100% recommended.

As a result of implementing Chris’ guidance, my relationships with clients significantly improved; they began to recognize and seek my expertise, calling me directly to ask questions or seek my expertise. Chris was my Sales trainer at Purdue/Elvium Pharma, and working with him was transformative for my professional growth. He consistently asked insightful questions that allowed me to identify and understand my primary challenges during customer interactions. We have a tough time impressing customers in my industry, and differentiation is difficult with Doctors and Specialists. Chris equipped me with effective strategies and practical tools rooted in cognitive dissonance theory and behavioural psychology to engage even the most challenging customers effectively. This approach worked, and my sales revenue doubled during our mentorship period. A few years ago, I won a President’s Club award for Sales Excellence. Chris's mentorship has had a lasting positive impact on my professional capabilities and confidence.

This program is one of the best investments I’ve made in my career.

Chris brings a dynamic, engaging approach to help organizations achieve Sales Excellence and succeed. His voracious pursuit of innovation in the market has helped him develop simple but effective methods that are easy to master for reps at all stages of their career. Chris’s program helped me and my team to do more of the “right” things to understand our clients’ situations and build the relevance and credibility needed in today’s business relationships.

After working with Chris, we saw a significant increase in the quality of the engagements with our clients. Chris is a consummate professional with a great personality and work ethic. He is always willing to go the extra mile to help his clients succeed. I highly recommend him to anyone looking to take their sales organization to the next level and looking for a authentic, engaged partner.

If you aim to up your game and drive a culture of excellence, you should talk with Chris. He focuses on what matters, why customers buy, and how decision processes flow. He then uses a combination of EQ and facts to drive performance and results.

Chris' interactive style makes it easy to engage with training. Chris helps people understand reasons for action. How certainty, confidence, and safety are the sought-after benefits that most people and organizations want to achieve. With Chris, you get open and frank conversations where new ideas flourish based on his foundation of sales excellence.

What sets Chris apart is his exceptional ability to cut through the noise and deliver immediate, executable strategies for improving sales, marketing, and GTM initiatives. His guidance wasn't just theoretical—it was practical, actionable, and resulted intangible improvements to our approach.

I worked closely with Chris on various strategic initiatives, including pitch deck development, identification of our ideal customer profile, crafting sales plays, refining cold call scripts, and shaping our go-to-market strategy. His impact on our business outcomes and my professional growth was extraordinary.

As a sales coach and mentor, Chris is simply outstanding. He provided invaluable feedback to enhance our team's sales skills. His mentorship extended beyond sales techniques to include career advice and professional development, all delivered with remarkable professionalism.

Chris has an innate talent for identifying areas of improvement and communicating feedback to inspire growth rather than criticism. His mentorship style combines strategic insight with tactical execution, making complex concepts accessible and immediately applicable.

If you're looking for a leader who can elevate your team's performance, provide exceptional mentorship, and deliver strategic guidance with precision and professionalism, Chris is unequivocally that person. His impact on both individual growth and organizational success is truly remarkable.

I can confidently say: Chris is the type of professional every company needs on their team.

Having met Chris through a sales training exercise, I was immediately drawn to the objective understanding of the approaches I could take to improve myself. In a matter of hours, I was in a powerful position to take control of my future as a salesperson while my competition was feeling helpless and unable to function in a post-pandemic world.

This initial experience was so transformative that I actively sought to work as a collaborator with Chris. Our work together produced incredibly tangible and scalable best practices with returns on investment you would have to see to believe. Chris has the ability, expertise, and strategic insight to elevate individuals and teams to perform at their best. Do yourself a favour and give him a call (especially if you have yet to fully scope what project to involve him in--the advice you receive will be invaluable).

Working with Chris was a breath of fresh air. When life is busy, like it always is, there’s immense value in making every minute count, and while I worked with Chris, I found value in every second and every word that we spent talking about sales and go-to-market strategy. Chris is beyond fierce, knowledgeable, and energetic, which makes every project feel productive and meaningful. I left every conversation with more to think about and more to learn than when I walked in. I highly recommend connecting with Chris if you are looking for immediate effective changes to your sales strategy, for a charismatic speaker for your event, or for great coffee suggestions.

As a mentee of Chris Szado, your team will undoubtedly reach the next level of excellence in sales. James Hunter said, "Nothing we learn today is entirely new; the secret lies in how we organize this knowledge to positively impact the way people perform their jobs ." -Chris organizes the learning path in a way I've never seen in Latin or North America. Everything made a lot of sense, making me change and leverage how I've been selling technology. I highly recommend Chris as a sales coach.

Chris is the kind of mentor who doesn't just tell you what to do but rolls up his sleeves and shows you how to do it. His expertise in outreach and engagement techniques is second to none, and the strategies he shared with me have continued to be invaluable in my role today. I had the privilege of working closely with Chris during a pivotal career transition. When I made the decision to shift from sales to business development, Chris stepped in as a mentor and guide, and I can say without hesitation that he was instrumental in my success.

Working with Chris, I quickly learned that he's not just a mentor but also a tough coach, and that's exactly what I needed to take my skills to the next level. He knows how to push you beyond your comfort zone, and the results are truly transformative.
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If you have the opportunity to work with Chris, I highly recommend seizing it. He is not just a mentor but a mentor who can make a profound impact on your professional journey. I'm grateful for his guidance and continued support, and I can confidently say that he has been a driving force behind my success in business development. Thank you, Chris!

Thanks again to Chris for such an inspirational training!

As a leader you are always looking for the edge; to inspire, motivate, to coach, and to guide your team members. This is that edge.  Chris’ training provides the foundation needed to accomplish these objectives. The challenge for us as leaders is to be present, to participate, to challenge, to expect more from ourselves.

The tough part is walking the walk. How can leaders ever expect their employees to engage if we as leaders choose not to engage?

Shortly after I was introduced to Chris Szado, he changed my whole mindset.

When I first started as a pharma rep, I was TERRIFIED of meeting doctors.
I told myself:
“They know more than me.”
“They don’t want to see me.”
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Chris taught me how to turn my curiosity into genuine questions. Questions that spark real, respectful discussions. Discussions that reveal hidden challenges. Challenges that just might be worth solving.
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I didn’t know it at the time, but I was ridiculously lucky. Not only did I get a sales coach (a luxurious privilege), I got the BEST one. Fast forward a few years:

I’m now launching Zebricks and hired my first sales counterpart. Who do I call?
Chris Szado
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No one teaches sales fundamentals like Chris. He's also an expert at driving go-to-market strategy. So, if you’re building a team or launching something new, do yourself a favour. Call Chris Szado. You won’t regret it.

Chris delivered practical, high-impact sales coaching tailored to our market and sales process that’s already sparking real change in how we show up with our customers. Just wrapped an incredible week of training with Chris Szado and the team here in Vancouver.

If you haven’t had the chance to learn from Chris, this Craig Andrews Allies4me podcast is a great place to start: 🎧Episode #194: From Deadliest Catch to Killer Sales: Sales Leadership with Chris Szado

Highly recommend giving it a listen—especially if you lead or support a sales team and want to drive performance without gimmicks.

Thanks again, Chris!

🚀 Dive into the high-stakes world of leadership with Chris Szado
From Deadliest Catch to Killer Sales: Sales Leadership with Chris Szado
From dodging lightning on fishing boats to navigating corporate sales, he shares invaluable insights on trust, accountability, and the power of clarity. 💡Discover why focusing on the "where" matters more than the "why," and how emotional readiness can transform your leadership style.
Whether you're leading a sales team or rethinking your strategy, this episode is a must-listen! 🎧

Chris’s methodology and approach are absolutely the best. I’ve been exposed to lots of different approaches, courses, and “experts” over my long career.

Chris skillfully connects the art of selling with the science of human behaviour. In the crowded world of sales training, he has been able to create and deliver something that is both unique but at the same time needed by everyone who is in the business of enterprise selling. Any time spent with Chris is time well spent.