Who We Are
Kurlan & Associates, Inc. was founded in 1985 by Dave Kurlan, the developer and innovator in sales assessments, and early pioneer in sales training and strategic growth strategies. For 40 years, the firm has helped companies with sales team evaluations, sales process optimizations, sales and sales leadership training, coaching, and sales transformation.
The management and senior consultants at Kurlan & Associates bring over 125 years of both domestic and international experience to clients. We pride ourselves on providing a complete set of services to all sizes of businesses from entrepreneurial startups to enterprise corporations. We have earned recognition for our expertise in more than 200 industries for our approach to helping companies achieve significant results in sales growth.
Companies Choose Kurlan Because Everything in Selling Has Changed in 2025
Closing Business
Companies are confused as to why there are so many Delayed Closings and Win Rates have decreased.
New Business
Outbound and Inbound aren’t working as they did, resulting in fewer new business opportunities and smaller pipelines.
More Competition
Motivated competitors are making it more difficult for you to differentiate, and prospects are attempting to commoditize your company, products and services.
Profits in 2025
Prospects are focused on price, making it more difficult for salespeople to use a value-based approach. This places more pressure on margins and profit.
The management and senior consultants at Kurlan & Associates bring over 125 years of both domestic and international experience to clients. We pride ourselves on providing unprecedented services to all sizes of businesses from small entrepreneurial companies to Fortune 500 corporations.
We provide each client with a unique, custom solution to achieve their desired outcome. Depending on the size of their sales team, industry, complexity of challenges, and urgency, each Kurlan engagement is designed to meet their specific needs.
Nothing is more important than achieving your desired results. Whether it’s how we work together, where we do the work, the frequency of our work, the topics, content, subject matter, or advice, our emphasis will be how to drive the appropriate changes in behaviors, activities, approaches, strategies, tactics, approach, tool utilization or methodology to get the results you strive for.
Love the role-play and techniques covered in the videos! Very helpful and insightful. Cant wait to try them out!
David T
Appreciated the baseball analogy outlining the full process. I have never seen that demonstrated in such a relatable method.
Alan D
The baseball analogies make sense. Very common to try to run to third before second!
Tom H
All done in an engaging interesting way ! Thanks Dave !
Mike H
HarbroI love the clarity Dave gives in the steps and examples of what is need to make a successful sale. Dave kept my interest with the way he broke down each segment. Well done!
Rated 5 out of 5
Gia C
Allan ChemicalThank you all for a great 3 sessions. Honestly, one of the best training sessions I have been a part in my professional career. I have 23 pages of notes from the last 3 days – so a lot to digest and work on. I plan on treating it the same way you have taught us to coach our reps – by taking it step by step and breaking it down one thing at a time.
Steve Maniago
Regional Business Manager, ALKDave and Team,
Thank you for a fantastic three days of intensive training. Having experienced the Baseline Selling training with Dennis as a sales engineer, I had an additional level of appreciation for the positive outcomes of this method.
Jeff Blakley
Sales Manager, American Steel Pipe
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Bosch, Bounces and Why You Should Call Prospects Who Said No
A surprising 30% of executive contacts turned over in the past year — meaning yesterday’s “no” often belongs to someone who’s no longer there. Using real email bounce data and lessons from shows like Bosch, this article shows why persistent prospecting is simple math, not heroic effort.
January 19, 2026 -
The $370 Fuse: Broken Trash Compactor Offers Lessons to Fix Sales Problems
A $1 blown fuse cost me $370 in service fees because I misdiagnosed the problem. Sound familiar? Sales leaders often do the same thing—blaming negotiating, closing, prospecting, or new business acquisition—when the real issues are deeper: poor qualifying, weak differentiation, missing KPIs, and lack of accountability. Stop treating symptoms and start solving root causes.
January 12, 2026 -
What Salespeople Can Learn from Harry Potter
Kick off 2026 with a killer January by mastering the first 10 seconds of every cold call. Inspired by the jaw-dropping magic of Harry Potter and the Cursed Child on Broadway, Dave Kurlan reveals why most salespeople sound boring, stiff, or scripted — and how to deliver a “magical” opener that grabs prospects instantly and books more meetings.
January 6, 2026 -
The 42 Best Sales and Sales Leadership Articles, Videos and Innovations of 2025
Celebrate 20 years of sales wisdom on Understanding the Sales Force with Dave Kurlan’s 2025 roundup! Dive into the Top 10 Video Rants that roast common pitfalls (from demo disasters to quota mysteries), the Top 7 game-changing innovations like the Sales Cholesterol diagnostic and SCAM/SCAR retention radar, and three killer Top 10 lists: Dave’s personal faves (golf analogies to BANT takedowns), Grok’s picks (cringe sales moments to grit audits), and engagement champs (Trump economy tips to duck-vs-owl hacks). Capping it off? The undisputed #1: “The Sales Cholesterol Analogy,” the only article nailing three lists. Merry holidays—here’s to bolder selling in 2026!
December 17, 2025
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Request Information
To request more information, please use the form provided. We look forward to your message and will call you back shortly. Thank you.
