Sales Training Experts
Sales Training Experts is a Canadian B2B sales training company offering custom enterprise sales playbooks, a 12-course e-learning library, certification programs, and fractional sales leadership services for B2B sales teams and sales leaders across North America.
- Company typePrivate
- Founded2006
- HeadquartersSaint John, Canada
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Sales Training Experts does
Sales Training Experts (legally West Riverside Labs Inc., formerly P. Kidston Enterprises Limited) is a privately held B2B sales training company founded in 2006 and headquartered in Saint John, New Brunswick, with a second office in Halifax, Nova Scotia. Following Matthew Nicolle's acquisition of the business from founder Paul Kidston in May 2023, the company delivers sales training, coaching, and certification programs to B2B sales professionals, sales leaders, and enterprise organizations across North America, with stated expansion ambitions into European, Asian, and Latin American companies entering the North American market.
The company's core offerings are organized around a Sales Playbook Program and Custom Enterprise Solutions, supported by a content library of 12+ e-learning modules covering consultative selling, objection handling, negotiation, presentation skills, strategic thinking, territory management, psychology of selling, conflict management, critical thinking, sales leadership, change management, and motivating a sales team. The underlying technology is an online Learning Management System (LMS) with video content, simulations, assessments, gamification, and optional live-online coaching reinforcement. The custom enterprise offering ("Engage a Sales Playbook Developer") translates each client's Standard Operating Sales Procedures into a company-specific Sales Playbook embedded into the client's LMS, while the Hire-a-Sales-Leader Program adds a fractional outsourced sales management service bundled with team certification and unlimited e-learning access. A new $975 Sales Growth Accelerator strategic advisory session targets go-to-market validation for 2026.
The business model blends one-time license/subscription sales of e-learning courses, project-based professional services for corporate customized training workshops (retainer contracts typically spanning 6 months to 1 year), a managed-services fractional sales leadership offering, and a fixed-price strategic advisory product. Go-to-market is hybrid: enterprise sales-led motion with consultation calls and quote requests for large teams, inside sales for mid-market course adoption, and self-serve online registration for individual learners. The customer base is diversified across industries (automotive association, dairy, fuel, education, manufacturing, government, retail, startups) but is heavily concentrated in Atlantic Canada, with named logos including CAA Atlantic, Saputo, Wilsons Fuel, Acadia University, UNB, National Research Council, and Saeplast. The company claims over 10,000 sales professionals trained cumulatively and a 96% client approval rating, though no revenue, headcount, or external validation of these claims is disclosed.
Sales Training Experts firmographics
Firmographics- Name
- Sales Training Experts
- Legal name
- West Riverside Labs Inc.
- Website
- https://salestrainingexperts.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sales Training Experts is a Canadian B2B sales training company offering custom enterprise sales playbooks, a 12-course e-learning library, certification programs, and fractional sales leadership services for B2B sales teams and sales leaders across North America.
- Ownership category
- akta.pro rank
Sales Training Experts industry classification
Industry- Product category
- Sales Training and Enablement Services
- NAICS
- Professional and Management Development Training (611430), Business Schools and Computer and Management Training (6114)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Consultative Selling & Discovery (EDABABAC)
- akta.pro secondary industries
- Industry & Role-Specific Sales Training (e.g., SaaS, Enterprise, Med Device) (EDABABAL), Sales Operations, Process & CRM (Pipeline/Forecasting) (EDABABAJ), Prospecting & Lead Generation (SDR/BDR) (EDABABAB)
Keywords
Where Sales Training Experts is headquartered
LocationHeadquarters
- HQ city
- Saint John
- HQ country
- Canada
- HQ region
- North America
Offices2 records
Markets served
Sales Training Experts business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Corporate Customized Sales Training Workshops: Project-based corporate training engagements with pricing based on signed agreements. Consulting services based on client-approved project plans with retainer arrangements typically spanning 6 months to 1 year.
- E-Learning Courses and Certification Programs: Individual and team courses available for purchase or lease. Includes Sales Playbook Certification, Consultative Selling, Handling Objections, Negotiation Skills, Presentation Skills, Strategic Thinking, Territory Management, and various leadership courses.
- Sales Growth Accelerator Advisory: Strategic advisory service priced at $975 to help identify hidden obstacles hindering sales performance and equip businesses with overcoming strategies
- Hire-a-Sales-Leader Program: Outsourced fractional (part-time) sales management service providing strategic sales planning, deal tracking, sales representative coaching, and monthly management reports
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Sales Growth Accelerator - Strategic Advisory Session |
| Other | Multi-year contract | Custom Enterprise Solutions - Large Sales Teams |
| Subscription | Annual | Hire-a-Sales-Leader Program - Fractional Sales Management |
| Subscription | Pay-as-you-go | E-Learning Courses - Individual/B2B Sales Skills |
| Subscription | Pay-as-you-go | Sales Playbook Certification Program |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Sales Training Experts product offering
Product offeringCore offering
Sales Training Experts designs and delivers customized B2B sales training programs, including instructor-led workshops, e-learning courses, sales playbook development, sales leadership coaching, and fractional sales management services. Offerings are tailored to each client's industry, sales motion, and growth stage, supported by certified sales methodologies and a library of proprietary content.
Product overview
Sales Training Experts is a B2B sales training company that offers a unified platform of sales training solutions consisting of two core programs (Sales Playbook Program and Custom Enterprise Solutions) plus an extensive library of 12 e-learning modules covering selling skills (Consultative Selling, Handling Objections, Negotiation Skills, Presentation Skills, Strategic Thinking, Territory Management) and leadership skills (Psychology Of Selling, Conflict Management, Critical Thinking, Sales Leadership, Change Management, Motivating A Sales Team). Additional offerings include Sales Playbook Certification, Live Instructor Training, Hire-a-Sales-Leader Program (fractional sales management), Engage a Sales Playbook Developer Program (custom playbook creation), Consultation Calls, and Sales Growth Accelerator consulting services. The company operates on a buy or lease model where clients can purchase off-the-shelf courses or customize content for their organization.
Differentiator
Problem solved
Functional benefit
Products and services
- Sales Playbook Program A customizable sales playbook development program that builds standardized, repeatable B2B sales processes for client sales teams, including messaging frameworks, qualification criteria, and stage-by-stage selling guidance.
- Custom Enterprise Solutions Bespoke enterprise sales training and enablement programs tailored to a client's industry, sales motion, growth objectives, and team structure, typically delivered as multi-month engagements.
- E-Learning Sales Courses Online, self-paced sales training courses covering B2B selling fundamentals, prospecting, objection handling, closing, and related topics, delivered through a hosted learning management system.
- Hire-a-Sales-Leader Program Fractional senior sales leadership service in which Sales Training Experts provides an interim sales executive to design sales processes, build sales teams, and drive revenue growth during leadership transitions or growth phases.
- Sales Growth Accelerator A short-duration sales acceleration program focused on rapidly improving pipeline generation, conversion rates, and revenue outcomes through targeted training and coaching interventions.
Quantifiable outcome
- 96% Client Approval Rating
- +3 more outcomes
Companies that use Sales Training Experts
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
Sales Training Experts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Sales Training Experts partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights5 records
Sales Training Experts competitors and assessment
Company assessmentDirect peers
- RAIN Group: B2B sales training and consulting firm offering sales skills workshops, customized training, and sales coaching. Closely comparable in delivering consultative selling training, custom enterprise sales programs, and reinforcement to sales organizations.
- Dale Carnegie Training: Long-established provider of professional sales, leadership, and communication training delivered through global franchise network. Comparable in offering structured sales skills courses (including consultative selling and objection handling) to individuals and corporate teams.
- Richardson Sales Performance: Sales training and performance consulting firm specializing in consultative selling, sales leadership, and customer success training. Direct competitor offering similar skills courses, certification, and custom enterprise solutions to B2B sales teams.
- Sandler Training: Global sales training franchise offering structured B2B sales methodology, certification, and ongoing coaching. Direct comparable in delivering sales methodology training, certification, and reinforcement programs to B2B sales teams.
- ValueSelling Associates: B2B sales training company offering a proprietary sales methodology (ValueSelling Framework), workshops, certification, and custom enterprise rollouts. Direct comparable in delivering methodology-driven sales training and custom enterprise engagement models.
- ASLAN Training: Sales training company providing customizable sales training programs, certification, and sales leadership development. Comparable in delivering consultative selling, negotiation, and objection-handling courses to enterprise sales teams.
- The Brooks Group: B2B sales training and consulting firm delivering customized sales programs, sales management training, and reinforcement workshops. Comparable in focus on consultative selling, account/territory planning, and enterprise customization.
Emerging players
- Sales Hacker: Sales training community and content platform offering webinars, courses, and sales content. Comparable as a digital-first sales training resource targeting modern B2B sales professionals, though primarily content/community rather than certified methodology.
Broad incumbents
- Salesforce Sales Cloud (Trailhead / Sales Enablement): CRM platform with built-in sales training, enablement, and AI coaching tools (Sales Enablement, Einstein, Trailhead). Comparable as an alternative training/enablement channel for B2B sales teams, though embedded inside a broader CRM platform.
- Korn Ferry Sales Academy: Global organizational consulting firm offering enterprise sales training, sales enablement, and leadership development as part of a broader HR/talent portfolio. Comparable in custom enterprise sales training offerings but operates at significantly larger scale with broader service lines.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sales Training Experts social profiles
Digital presenceSales Training Experts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sales Training Experts leadership team
Management profileNumber of profiles
Profiles2 records
Sales Training Experts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sales Training Experts M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sales Training Experts
What does Sales Training Experts do?
Sales Training Experts designs and delivers customized B2B sales training programs, including instructor-led workshops, e-learning courses, sales playbook development, sales leadership coaching, and fractional sales management services. Offerings are tailored to each client's industry, sales motion, and growth stage, supported by certified sales methodologies and a library of proprietary content.
Is Sales Training Experts a public or private company?
Sales Training Experts is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sales Training Experts founded?
Sales Training Experts was founded in 2006. It employs 1 to 10 people.
Where is Sales Training Experts based?
Sales Training Experts is headquartered in Saint John, Canada, in the North America region.
How does Sales Training Experts make money?
Four revenue lines are on record. Corporate Customized Sales Training Workshops are the primary driver. The others are E-Learning Courses and Certification Programs, sales Growth Accelerator Advisory and hire-a-Sales-Leader Program.
Who are Sales Training Experts's main competitors?
Direct peers on record are RAIN Group, Dale Carnegie Training, Richardson Sales Performance, Sandler Training, ValueSelling Associates, ASLAN Training and The Brooks Group. Sales Hacker is listed as an emerging player. Broad incumbents are Salesforce Sales Cloud (Trailhead / Sales Enablement) and Korn Ferry Sales Academy.
Does Sales Training Experts have an API?
No public API is recorded for Sales Training Experts.
What industry is Sales Training Experts in?
Sales Training Experts's product category is Sales Training and Enablement Services. Its primary akta.pro industry code is EDABABAC, Consultative Selling & Discovery, with a secondary code of EDABABAL, Industry & Role-Specific Sales Training (e.g., SaaS, Enterprise, Med Device). Its NAICS code is 611430 and its SIC code is 8200.