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.

We Are Great at What We DoWe bring decades of proven industry expertise in driving our sales development approach.

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We look forward to getting to know you and helping to take your company to new heights!

Companies Choose Kurlan Because Everything in Selling Has Changed Recently

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

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.

We are renowned experts in sales force evaluations, sales process, training and strategic growth strategies

1,300 Clients
Served
200 Industries
Served
35 Years
Established
55 Awards

Our White Papers

Understanding the Sales Force
  • How to Lock Competitors Out of Your Biggest Deals

    In sales, your biggest deals deserve vault-level protection. Using a simple lock-to-vault analogy, learn why closable opportunities are your most valuable assets—and exactly how to lock the competition out for good.

    February 2, 2026
  • Biased Polls and Poor Sales Questions: 83% of Salespeople Fail at This

    New OMG data reveals only 17% of salespeople are strong in Consultative Selling—especially at asking great, tough questions. See how biased poll questions mirror weak sales probes, and why specific competitor-weakness questions win more deals. Percentile breakdowns + fixes inside.

    January 29, 2026
  • Why Salespeople Need Music Lessons Before They Start Selling

    Just like most kids fail to learn guitar without lessons, most salespeople flop when thrown straight into the field with no real training. In this article, Dave Kurlan draws a fresh parallel from the music world: self-taught “players” rarely succeed without mastering the fundamentals—notes, scales, chords, and theory. The same goes for sales. Sink-or-swim onboarding leads to mistakes, missed quotas, and burnout, while formal sales training (including process, methodology, and role plays) delivers massive wins. Backed by data showing 14% higher quota attainment, faster ramp times, and huge ROI, Dave explains the missing ingredient most programs ignore: a repeatable sales process and methodology. If you want new reps to make real music in sales—not just noise—skip the shortcuts.

    January 26, 2026
  • 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

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