Archetype delivers sales training for B2B sales teams already in post in Belgian companies: account managers, business developers, sales engineers and their managers. The training is run for your team alone, using the deals your salespeople are working on this week. Every programme combines classroom days with coaching in the field, in English, French or Dutch. Our prices are public: €2,500 per training day and €1,800 per field coaching day. We have been training, assessing and recruiting sales profiles since 1993.
Looking for a course to become a salesperson? That is not what we do: we train existing teams at the request of their employer. For an individual qualifying course, the sales catalogues of Bruxelles Formation, Le Forem in Wallonia and VDAB in Flanders are the right place to start.
When a sales team needs training
Requests usually come from a CEO, a sales director or an HR director who keeps seeing the same symptom. The most common ones:
- proposals go out, but deals stall at the end of the cycle and close with a discount;
- salespeople present the product before they have understood the client’s problem;
- the team was hired in several waves and everyone sells their own way;
- the company wants to move from selling products to selling solutions, and habits are not following;
- the best salesperson became the manager, and nobody coaches the team in the field any more.
Sales training is not only for juniors. Think of it as a regular service at the garage: even the best salespeople need to practise, step back and review their approach. If the problem lies elsewhere (the wrong profile hired, a poorly defined target market, a pricing policy that cannot hold), we will tell you before selling you training days.
The 3-dimensional salesperson, the basis of our sales training
Our founder built our sales training on a simple idea: the sales role has gained three dimensions, and those are what we train.
- Height: a more strategic view, and the ability to talk to decision-makers about their business issues rather than the product sheet.
- Width: bringing marketing, sales data and competitor knowledge into the conversation.
- Depth: understanding the client, its sector and its long-term challenges better than its other suppliers do.
Our training isn’t slides in a room. The room is the starting point. The field is where change has to be proven. That’s why every track combines collective training with individual coaching: a salesperson can learn a new questioning framework on Tuesday in the classroom, but they only integrate it when they use it with a real client on Thursday. Without follow-up coaching, most of what’s taught is forgotten within a few weeks. That’s why we never do classroom-only.
Sales training modules
The programme is set at the intake, based on the gaps you observe. It draws on these modules:
The ABC of selling
The fundamentals of a B2B sales cycle: preparing a meeting, uncovering the need, presenting, handling objections, closing. For recently hired salespeople or those coming from another job, such as a technician who has moved into sales.
Needs analysis
The stage most often rushed. Participants work on the VOCSIN and SPIN questioning methods with their own clients, until they ask the questions that bring the buyer’s real issue to the surface.
Sales process review
For an established team: we go through the current sales process step by step and build a shared way of selling, inspired by Solution Selling. Useful when every salesperson has their own habits and management cannot read the pipeline.
3-dimensional selling
Our signature module, for senior salespeople, key account managers and sales managers: applying height, width and depth to your key accounts and your sector.
Negotiation and closing
Defending your price in front of a buyer, managing several contacts on the client side, reading buying signals and closing without giving away the margin. Role-plays start from negotiations your salespeople lost, or only just won.
AI for salespeople
Preparing a meeting, drafting a proposal, analysing an account: how to use AI every day without handing it the client relationship. We received the Talent Business Innovation of the Year 2025 award for our ethical and structured use of AI, and we teach what we practise.
How an Archetype sales training programme works
- Intake and briefingWith sales leadership: what the team must be able to do in a year, and what is holding it back today.
- Diagnosis if neededWhen the gaps are unclear, a team assessment makes them objective before training starts.
- Classroom daysCases brought by your salespeople, role-plays, VOCSIN, SPIN and Insights Discovery modules.
- Field coachingThe trainer goes with each salesperson to real client meetings, then debriefs straight afterwards.
- Follow-up and adjustmentThe programme is corrected according to what the field shows.
When the training covers the whole sales organisation, we always follow the same order: the board, then top management, then the sales teams. Without alignment at the top, managers will not carry the change and salespeople will slip back into old habits. If you first want to know where your salespeople stand, we start with an assessment of the sales team, and the training then targets the measured gaps.
Sales training prices
Our prices are public.
| Service | Price |
|---|---|
| Intake and briefing with management | €1,000 |
| Training day | €2,500 |
| Half-day training | €1,450 |
| Field coaching (day in the field) | €1,800 |
| Consultancy | €325 per hour |
Worked example, not a quote: one intake (€1,000), two classroom days (2 × €2,500) and two field coaching days (2 × €1,800) come to €9,600 for this programme.
Which format for which situation
| Your situation | What we usually propose |
|---|---|
| One specific skill to work on, such as price negotiation | Intake, then a half day or a full day on that topic, followed by field coaching |
| A mixed team, hired in several waves | Sales process review, then a programme over several months |
| A move to solution selling or upmarket | Full programme: board, managers, then salespeople, with 3-dimensional selling |
| You do not know where the problem comes from | Team assessment first, then training on the measured gaps |
We prefer long programmes to isolated days. A single day gives a team energy; a programme with coaching changes how it sells.
Open course or in-company sales training
| Open, multi-company course | Archetype programme in your company | |
|---|---|---|
| Who signs up | One person, on a fixed date | The company, for its team |
| Content | Standard programme | Set at the intake, on your gaps and your client cases |
| Field follow-up | Rare | Field coaching in every programme |
| Languages | One language per session | English, French or Dutch, depending on your teams |
| Price | Per participant | Per day or half day, at our public rates |
For a single salesperson who wants to improve, an open course is often the better fit. To change the way a whole team sells, you have to work on its own material.
What participants say
“Interactive, thought-provoking, and engaging.” A participant in our sales training at Raja found the hands-on exercises “immediately relevant to my role”. Cynthia Beuckelaers of Raja wrote in a Google review that the entire sales team was very positive about the professional approach and the immediate added value in their daily tasks. Werner De Ridder, General Manager of SCHUNK Intec Belgium & Luxembourg, praised his team’s participation on LinkedIn: “Ready for our next step!” Several clients have entrusted us with their training budget for the fourth year in a row.
Why train your sales team with Archetype
- We have been recruiting and assessing salespeople since 1993. We know what separates a salesperson who performs from one who stalls, because we measure it on every assignment.
- We are the only Belgian firm combining recruitment, assessment and training across the whole country: Flanders, Wallonia and Brussels.
- Programmes run in English, French or Dutch, including for one team spread across several regions.
- More than 155 active clients in automotive, transport, construction, tech, industry, beauty, medical and the non-profit sector.
To go further: our corporate training also covers management and communication, and our article on making sales training profitable explains how to measure its effect. For practical ideas, read how to boost your sales team’s skills. For the people who manage your salespeople, see our management training.
About Archetype
Archetype is a Belgian family business founded in 1993 by Marc Diamant and now co-managed with Davy Diamant and Steve Diamant. A member of Federgon, it won Talent Business Innovation of the Year 2025 for its ethical and structured use of AI.
Frequently asked questions about sales training
How much does sales training for a team cost?
At Archetype, €1,000 for the intake and briefing, €2,500 per training day, €1,450 per half day and €1,800 per field coaching day. A programme with one intake, two classroom days and two coaching days comes to €9,600.
How long does a sales training programme last?
A half day is enough for one specific topic. To change a team’s practice for good, we recommend several days spread over a few months, with field coaching between sessions. The length is decided after the intake.
Which sales techniques do participants learn?
Questioning with the VOCSIN and SPIN methods, solution selling inspired by Solution Selling, negotiation, closing and our 3-dimensional salesperson concept. Insights Discovery helps salespeople adapt their pitch to the buyer’s profile.
Do you offer courses to become a salesperson?
No. We train sales teams already in post, at the request of their company. For an individual qualifying course, contact Bruxelles Formation, Le Forem or VDAB.
Can the training be subsidised?
Depending on the region, yes: paid educational leave in Brussels and training cheques in Wallonia. In Flanders, the Flemish government has decided to end the KMO-portefeuille, so check with VLAIO whether an application is still possible. Each scheme requires the provider or the course to be registered or approved. Ask before you sign.
Is the training available in English and Dutch?
Yes. We train in English, French and Dutch, in Brussels, Wallonia, Flanders, the Netherlands and Luxembourg. Sessions can be organised by language when a team is spread across several regions.
Let’s talk about your sales team
Tell us in a few lines what is not working today: lost deals, discounts, prospecting, onboarding new hires. We will reply with a first intake proposal.
Request a sales training intake
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