What ASLAN does

ASLAN Training & Development is a privately held U.S. sales training and enablement firm founded in 1996 by Tom Stanfill and Tab Norris and headquartered at 593 Atlanta St, Roswell, Georgia. The company sells customized instructor-led sales training programs built on its proprietary Other-Centered® Selling methodology, a registered trademark developed over 25 years that simplifies 68 selling behaviors into four core practices. Its product portfolio spans core programs (Other-Centered® Selling, Catalyst™ sales leadership, Strategic Account Management, Access™ prospecting, Defend™ negotiation, Experience+ service selling, and Experience service training) plus the ASLAN+ AI-powered enablement platform, which adds generative AI role-play simulations, a just-in-time AI assistant, tailored learning paths, and manager coaching insights. ASLAN generates revenue primarily through quote-based, multi-year enterprise engagements, complemented by subscription pricing for ASLAN+, public workshop enrollment, train-the-trainer certification, and inside sales/virtual delivery for mid-market buyers.

ASLAN targets sales professionals, sales managers, strategic account teams, contact center teams, and service teams across enterprise and mid-market organizations, with named clients spanning telecommunications, banking, insurance, pharmaceutical, technology, real estate, media, and manufacturing. Distribution is hybrid: direct enterprise field sales with a consultation-first approach, inside sales for virtual delivery, a Global Partner Program operating in 47 countries and 17 languages across 10 regional locations, and public workshops for individual entry points. Marketing is anchored on thought leadership via the SALES with ASLAN podcast (230+ episodes), the UnReceptive book (HarperCollins, 2021), annual Buyer & Seller Insight research, and recurring analyst recognition including 13 consecutive years on Selling Power's Top Sales Training list, a 4.9/5 Gartner Peer Insights rating, and inclusion in the 2025 Gartner Market Guide for Sales Training Service Providers.

Name

ASLAN

Legal name

ASLAN Training & Development, LLC

Website

https://aslantraining.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

ASLAN Training & Development is a U.S. sales training firm that delivers customized instructor-led programs and the ASLAN+ AI enablement platform built on its proprietary Other-Centered® Selling methodology, serving enterprise and mid-market sales, account management, and service teams globally.

Ownership category

akta.pro rank

Product category

Sales Training Services

NAICS

Professional and Management Development Training (61143)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Industry & Role-Specific Sales Training (e.g., SaaS, Enterprise, Med Device) (EDABABAL)

akta.pro secondary industries

Prospecting & Lead Generation (SDR/BDR) (EDABABAB), Training Delivery Providers (In-Person, Virtual, Train-the-Trainer) (BPACANAM), Training Delivery Services (Onsite/Virtual Instruction, Workshops, Coaching) (BPAEANAN), Train-the-Trainer & Instructor Enablement Services (BPAEANAL), Technical Support & Troubleshooting (EDABACAD), Sales & Customer Service Training (EDAGANAC)

Keywords

• Sales training programs
• Consultative selling skills
• Sales management training
• AI sales coaching
• Sales enablement platform

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Customized Sales Training Programs: ASLAN delivers customized instructor-led training programs for sales teams, sales managers, account teams, and service teams. Programs are tailored to the client's roles, industry, sales process, and specific growth goals. Delivery formats include onsite, virtual, and train-the-trainer options. Pricing is quote-based and not publicly disclosed.
2. ASLAN+ AI-Powered Enablement Platform: AI-powered coaching and reinforcement platform that extends training beyond workshops. Provides ongoing coaching, on-demand resources, and just-in-time AI support. Sold as part of comprehensive training engagements or as a sustainment add-on.
3. Public Workshops: Periodically available public workshop sessions, offering standardized training formats for individual enrollment.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels9 records

Core offering

ASLAN Training & Development delivers customized sales training programs built on its proprietary Other-Centered® Selling methodology, equipping sales professionals, sales managers, account teams, and customer service reps with consultative selling, prospecting, account growth, and coaching frameworks. Programs are delivered onsite, virtually, or via train-the-trainer, and are reinforced through ASLAN+, an AI-powered enablement platform with role-play simulations and just-in-time AI coaching.

Product overview

ASLAN offers a unified sales training methodology (Other-Centered Selling) delivered through multiple branded programs and supported by ASLAN+, an AI-powered enablement platform. The portfolio architecture consists of a core philosophy (Other-Centered Selling) that anchors eight specialized training products: Catalyst (sales leadership), Strategic Account Management/SAM (account growth), Access (prospecting), Defend (negotiation), Experience+ (service selling), and Experience (customer service). ASLAN+ serves as the AI-powered technology layer that embeds reinforcement, role-play simulations, and coaching insights directly into the daily workflow. Programs are delivered via onsite workshops, virtual instructor-led training, train-the-trainer, and public workshops formats.

Differentiator

Problem solved

Functional benefit

Brands

• ASLAN+: AI-powered sales enablement platform built on ASLAN's Other-Centered® methodology, providing AI role-play simulations, just-in-time guidance, tailored learning paths, and manager coaching tools.
• Catalyst™
• Access™
• Strategic Account Management (SAM)
• Experience+™
• Defend™
• Drop the Rope®
• QuadCoaching™

Products and services

• Other-Centered® Selling (OCS)
• Catalyst™
• Strategic Account Management (SAM)
• Access™
• Defend™
• Experience+™
• Experience™
• ASLAN+
• Public Workshops

Quantifiable outcome

• 44% average lift in rep performance for organizations using Other-Centered Selling
• +7 more outcomes

Named customers10 records

Segments7 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Sandler Training: Long-established sales training franchise offering a proprietary methodology (Sandler Selling System), instructor-led programs, and global authorized dealer network — directly comparable to ASLAN's methodology-led, enterprise-customized model.
• Richardson Sales Performance: Global sales training and performance consulting firm offering customized sales programs and a proprietary methodology (SPIN-style selling plus diagnostic selling) — comparable in customization model and enterprise GTM to ASLAN.
• Brooks Group: Sales training firm offering the IMPACT Selling methodology and customized enterprise programs — closely comparable in scale, customization model, and target buyer to ASLAN.
• RAIN Group: Sales training and consulting firm focused on consultative selling, prospecting, and negotiation — directly comparable mid-sized competitor in the customized enterprise sales training category.
• Challenger (CEB/Gartner): Enterprise B2B sales training and enablement provider built around the Challenger Sale methodology — competes with ASLAN for enterprise sales training budgets with a similarly research-backed, behavior-change-focused approach.

Broad incumbents

• Dale Carnegie Training: Globally recognized training brand with a much wider portfolio (leadership, communication, presentation) that also sells sales training — comparable as a broad incumbent sales training competitor, but with substantially broader scope than ASLAN.
• Korn Ferry (Sales Training): Global organizational consulting firm whose sales training practice competes for enterprise sales enablement budgets — broader portfolio and significantly larger scale than ASLAN, but overlapping on enterprise sales training RFPs.

Emerging players

• Mindtickle: AI-driven sales enablement and readiness platform offering role-play, coaching, and content management — comparable to ASLAN+ at the platform layer and a representative emerging digital-first threat to traditional sales training firms.
• Gong: Revenue intelligence platform using conversation analytics to surface coaching insights for sales teams — overlaps with ASLAN+ at the AI coaching layer and competes for sales enablement budget with a data-first approach.
• Sales Gravy (Jeb Blount): Sales training and consulting firm with a thought-leadership-led brand and proprietary methodologies (e.g., Fanatical Prospecting) — comparable to ASLAN's flagship podcast and book-driven demand generation model at similar scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ASLANTraining
• YouTubeyoutube.com/channel/UCDu7Wj9LIqaUynl4uZSqQnw/featured
• Facebookfacebook.com/ASLANTraining
• LinkedInlinkedin.com/company/aslan-training

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

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 ASLAN