Sales Performance International

What Sales Performance International does

Sales Performance International (founded 1988, headquartered in Charlotte, North Carolina) is a privately held sales training and performance organization that now operates under the legal name Richardson Sales Training Company and the trade name Richardson. The combined entity serves enterprise sales organizations globally, equipping sales teams, sales managers, marketing professionals, and customer service staff with consultative selling skills. Its stated focus is helping sellers move deals forward in cautious, complex buying environments characterized by expanded stakeholder groups and buyer indecision (a "confidence chasm"). More than 900 industry leaders are cited as clients, with a blue-chip enterprise roster spanning technology, financial services, healthcare, industrials, and telecommunications (e.g., Cisco, Honeywell, Goldman Sachs, Verizon, 3M, Capital One, Schneider Electric).

The product architecture combines content, technology, and services. The core offering is the Connected Selling Curriculum, a behavioral-science-grounded program library addressing all selling roles across the full sales cycle, organized into four categories: Create Pipeline, Win Opportunities, Grow Accounts, and Sales Management. The catalog comprises 30-plus distinct programs, including proprietary and licensed methodologies such as Solution Selling®, The Challenger Sale, Consultative Selling, and Consultative Negotiations. This content is delivered through a Sales Training Technology layer of digital learning modules, CRM-enabled workflow tools, online assessments, and AI-enabled, seller-personalized learning orchestration, supplemented by professional services (customized coaching and consulting) and multi-modal delivery (live, virtual, digital).

The business model is predominantly professional-services and content-driven, with a recurring/subscription component tied to the digital learning technology and assessments. Go-to-market is direct enterprise field sales targeting large-account buyers globally; pricing is not publicly disclosed and follows a quote-based engagement model typical of enterprise training providers. Revenue mechanics rest on customized training engagements, technology subscriptions, and consulting services delivered to a broad base of enterprise accounts.

Name

Sales Performance International

Legal name

Richardson Sales Training Company

Website

https://spisales.com

Company type

Private

Founded year

1988

Operating status

Operating

Headcount range

51–100 employees

Short description

A global enterprise sales training organization (operating as Richardson) that equips sales teams, managers, and leaders with consultative selling methodologies, behavioral-science curriculum, and AI-enabled digital learning, serving 900-plus blue-chip enterprise clients across technology, finance, healthcare, and industrials.

Ownership category

akta.pro rank

Product category

Sales Training and Sales Enablement Services

NAICS

Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200), Services-Management Services (8741)

akta.pro primary industry

Consultative Selling & Discovery (EDABABAC)

akta.pro secondary industries

Solution Selling & Value-Based Selling (EDABABAD), Sales Management & Coaching (Frontline Leadership) (EDABABAI), Sales, Marketing & Customer Success (EDAAAPAN)

Keywords

• Enterprise sales training
• Sales performance consulting
• Behavioral sales curriculum
• Consultative selling programs
• Sales coaching services

Headquarters

HQ city

Charlotte

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Sales Training Programs: Professional sales training programs delivered through live, virtual, and digital formats targeting enterprise sales teams
2. Sales Training Technology: Digital learning modules and CRM-enabled workflow tools provided as part of the performance journey
3. Professional Services: Customized sales training, coaching and consulting services targeting critical selling behaviors for sales success in specific markets
4. Sales Training Delivery: Multiple delivery options including live, virtual, and digital training to meet clients where they are and drive speed to proficiency

Go-to-market motion1 record

Distribution channels3 records

Marketing channels2 records

Core offering

Sales Performance International (dba Richardson) delivers enterprise sales training programs built on a behavioral science-grounded Connected Selling Curriculum that spans all selling roles and all phases of the sales cycle. Offerings are packaged as sales training programs, a digital learning platform with CRM-enabled workflow tools, customized professional services (coaching and consulting), and live/virtual/digital training delivery. The portfolio is organized into four categories: Create Pipeline, Win Opportunities, Grow Accounts, and Sales Management.

Product overview

Richardson is a global sales training organization offering a unified platform approach through its Connected Selling Curriculum, supported by Sales Training Technology (digital learning modules, CRM-enabled workflow tools, and online assessments), Professional Services (customized training, coaching, and consulting), and Sales Training Delivery (live, virtual, and digital options). The company provides over 30 distinct training programs organized into four categories: Create Pipeline (e.g., Consultative Prospecting, Challenger Sale), Win Opportunities (e.g., Solution Selling, Consultative Selling, Negotiations), Grow Accounts (e.g., Account Strategy, Positioning Price Increases), and Sales Management (e.g., Sales Coaching, Pipeline Reviews). The portfolio also includes specialized programs for Inside Sales, Territory Management, Channel Partner Management, Presentations, Team Selling, and various sales leadership topics. The product architecture combines content, technology, and services to deliver behavior change at scale.

Differentiator

Problem solved

Functional benefit

Products and services

• Connected Selling Curriculum
• Sales Training Programs A portfolio of 30+ sales training programs organized into Create Pipeline, Win Opportunities, Grow Accounts, and Sales Management categories, designed for enterprise sales teams.
• Sales Training Technology A digital learning platform that includes intuitive digital learning modules, CRM-enabled workflow tools, and online assessments to support a comprehensive sales performance journey.
• Professional Services Customized sales training, coaching, and consulting services that define and target the most critical selling behaviors teams need for sales success in their specific markets.
• Sales Training Delivery Multiple delivery options including live instructor-led, virtual, and digital self-paced formats designed to accelerate speed to proficiency for enterprise sales teams.
• The Challenger Sale Training A methodology-based training program teaching sales professionals how to teach for differentiation and drive customer value using the Challenger Sale approach.
• Solution Selling Training Methodology training for buyer alignment and sales success, focused on Solution Selling principles for enterprise sales professionals.
• Consultative Selling Training Training program focused on consultative selling methodologies to help enterprise sales professionals win opportunities.
• Consultative Negotiations Training Negotiation skills training focused on consultative approaches to achieve mutually beneficial outcomes for enterprise sales teams.
• Consultative Prospecting Training Training focused on consultative prospecting techniques for sales teams to generate qualified pipeline.
• Six Critical Skills Training Core selling skills development program covering six essential capabilities for sales success, designed for sales professionals.
• Virtual Selling Training Training program focused on virtual selling techniques and skills for sales professionals operating in remote sales environments.
• Storytelling Training Sales storytelling techniques training to help professionals craft compelling narratives for sales presentations.
• Sales Coaching Training Sales management training focused on developing coaching skills to drive sales team performance, targeted at sales managers.

Quantifiable outcome

• Over 900 industry leaders depend on Richardson for building confident sales teams

Named customers24 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves4 records

Expansion highlights3 records

Direct peers

• Wilson Learning: Long-standing global sales and leadership training company offering consultative selling, sales management, and customized enterprise programs — directly comparable to Richardson's core curriculum and delivery model.
• Sandler Training: Global sales training franchise with a methodology-based selling curriculum (Sandler Selling System) delivered through certified trainers; competes head-to-head with Richardson for mid-market and enterprise sales training budgets.
• Force Management: Enterprise sales training and consulting firm focused on methodology-driven programs (e.g., Forceful Selling, value-based selling) targeting complex B2B sales teams — closely aligned to Richardson's customer base and program style.
• RAIN Group: Sales training and consulting firm offering programs in consultative selling, negotiations, and sales management for enterprise buyers — directly competitive in the methodology-based sales training segment.
• The Brooks Group: Specialized B2B sales training and consulting company focused on consultative selling, account management, and sales leadership — comparable in delivery model and target buyer to Richardson.
• BTS (Business Training Solutions): Global consultancy delivering customized sales training, simulation-based learning, and capability programs for large enterprises — directly comparable in custom enterprise sales training engagements.
• Dale Carnegie Training: Iconic global sales and leadership training franchise with a network of franchisees delivering in-person sales, presentation, and interpersonal skills training — competes in the same enterprise and mid-market sales training category.

Broad incumbents

• Korn Ferry (Sales Training / KF Insights): Global organizational consulting firm with a sizable sales training and sales effectiveness practice; broader portfolio than Richardson but competes for the same enterprise sales training wallet.

Emerging players

• Mindtickle: Digital sales readiness platform combining training, coaching, role-play, and analytics — represents the tech-native alternative to traditional instructor-led sales training providers like Richardson.
• Allego: Sales enablement and learning platform with content, training, coaching, and buyer engagement tools — overlaps with Richardson's digital learning technology and increasingly competes for the same enterprise budget line.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/salesperformanceinternational
• LinkedInlinkedin.com/company/sales-performance-international

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Sales Performance International