Selling From the Heart
Selling From the Heart is a privately held, founder-led sales training and coaching company founded in 2017 in Cheyenne, United States, selling team training, individual and leadership coaching, books, and subscription content built around its proprietary TrustFormula 3-step methodology to sales teams, leaders, and executives across more than a dozen verticals.
- Company typePrivate
- Founded2017
- HeadquartersCheyenne, United States
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Selling From the Heart does
Selling From the Heart is a privately held, founder-driven sales training and coaching company founded in 2017 and headquartered in Cheyenne, United States, operating with 1-10 employees. The company sells training programs and coaching services built around a proprietary methodology called TrustFormula, a 3-step framework for building client trust and driving revenue growth through authentic, relational selling. The core product catalog includes team training programs, individual and leadership coaching, a "Revenue Growth Engine" system, books and a self-reflection journal, industry reports, webinars, a "Sales Index" assessment, and a trio of podcasts (Selling Podcast, Culture Podcast, Manager Podcast).
The business model blends professional services (coaching engagements and team training programs sold on a quote-based, multi-year contract basis), one-time content sales (books and journals via an e-commerce storefront), and a recurring subscription layer (Daily Dose newsletter, My Subscription portal, Champion and Student login portals). Go-to-market is sales-led, relying on direct consultation ("Book a Call"), speaking engagements at events and conferences, content marketing (blog, podcasts, webinars, industry reports, special reports), and a free book offered as a lead magnet. Pricing is not publicly disclosed; available tiers include Team Training Pricing, Team Hiring Pricing, and ad-hoc coaching and speaking engagements.
The company targets sales teams, sales leaders and managers, and executives across roughly 17 named industry verticals, including Legal Services, Technology, Manufacturing, Construction, Hospitality, Financial Services, Wholesale HVAC/Plumbing/Food Distribution, Janitorial/Sanitation Facility, Managed IT, Professional Services, Accounting, Payroll Services, Office Equipment, Restaurant Equipment, Lumber, and Abatement/Restoration, and explicitly addresses both Small Business and Large Company size tiers. The owner/practitioner angle and the TrustFormula brand positioning around authentic, non-manipulative selling — rather than the broader category of professional sales enablement — are the company's core differentiation. Ownership, management team, and revenue are not publicly disclosed, and there are no patents, trademarks, certifications, awards, or funding events in the record.
Selling From the Heart firmographics
Firmographics- Name
- Selling From the Heart
- Website
- https://sellingfromtheheart.net
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Selling From the Heart is a privately held, founder-led sales training and coaching company founded in 2017 in Cheyenne, United States, selling team training, individual and leadership coaching, books, and subscription content built around its proprietary TrustFormula 3-step methodology to sales teams, leaders, and executives across more than a dozen verticals.
- Ownership category
- akta.pro rank
Selling From the Heart industry classification
Industry- Product category
- Sales Training and Coaching Services
- NAICS
- Marketing Consulting Services (541613)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Consultative Selling & Discovery (EDABABAC)
- akta.pro secondary industries
- Solution Selling & Value-Based Selling (EDABABAD), Sales & Customer Service Training (EDAGANAC)
Keywords
Where Selling From the Heart is headquartered
LocationHeadquarters
- HQ city
- Cheyenne
- HQ country
- United States
- HQ region
- North America
Markets served
Selling From the Heart business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D
Revenue model
- Sales Training Programs: Training programs for sales teams, including team training and coaching services to build trust-based selling capabilities
- Coaching Services: Individual and leadership coaching services provided to sales professionals and managers
- Books and Publications: Sales philosophy books and self-reflection journals for ongoing sales development
- Subscription Services: Ongoing subscription offerings including Daily Dose content and ongoing learning resources
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Team Training Programs |
| Other | Multi-year contract | Team Training Pricing |
| Other | Multi-year contract | Team Hiring Pricing |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Selling From the Heart product offering
Product offeringCore offering
Selling From the Heart sells sales training and coaching built around its proprietary TrustFormula 3-step methodology, focused on building trust-based client relationships and driving revenue growth. Core paid offerings include Team Training programs, Individual and Leadership Coaching, the Revenue Growth Engine system, keynote speaking, and published books and journals, with vertical-specific customization across many B2B industries.
Product overview
Selling From the Heart is a sales training and coaching company that offers a unified platform built around its core TrustFormula methodology—a 3-step approach for building client trust and driving revenue growth. The product portfolio includes core training programs (Revenue Growth Engine, Team Training), individual and leadership coaching services, and supplementary content products such as podcasts (Selling Podcast, Culture Podcast, Manager Podcast), books, industry reports, and webinars. Additional tools like the Sales Index assessment, Self Reflection Journal, and Coaching Model framework support the methodology, while speaking engagements and special reports extend the brand's reach. The company targets sales teams, sales leaders, and executives across various industries including construction, manufacturing, hospitality, financial services, and technology.
Differentiator
Problem solved
Functional benefit
Products and services
- TrustFormula A proven 3-step methodology for building trust with clients and driving revenue growth through authentic, relational selling. Forms the backbone of team training and coaching engagements.
- Revenue Growth Engine A comprehensive system for driving revenue growth through trust-based selling strategies, built on the TrustFormula methodology.
- Team Training Group training programs for sales teams focusing on the TrustFormula methodology, sold on multi-year contracts with custom pricing by team size and requirements.
- Individual Coaching Personalized one-on-one coaching services for sales professionals seeking individual development.
- Leadership Coaching Coaching services focused on developing sales leadership skills and capabilities for sales managers and directors.
- Books and Journals Published books on sales philosophy and trust-based selling methodologies, along with self-reflection journals for ongoing personal development, sold via the company's own online storefront.
- Speaking Engagements Keynote and conference speaking engagements on trust-based selling and sales leadership for events and conferences.
Companies that use Selling From the Heart
Customer profileSegments23 records
Ideal customer profiles4 records
Selling From the Heart technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Selling From the Heart partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Partners PageminorThe company maintains a Partners page indicating collaborative relationships, though specific partner names and details are not explicitly listed in the available source content.
Recent moves6 records
Expansion highlights6 records
Selling From the Heart competitors and assessment
Company assessmentBroad incumbents
- Sandler Training: Global sales training franchise with a proprietary methodology (Sandler Selling System) and a large network of authorized trainers delivering team training and coaching to B2B sales organizations — directly comparable to Selling From the Heart's TrustFormula-based training and coaching.
- Dale Carnegie Training: Long-established training provider offering sales courses, leadership development, and corporate training programs, including courses on building trust and interpersonal influence — overlapping with Selling From the Heart's sales training and leadership coaching.
- Richardson Sales Performance: Global sales training and performance consultancy delivering customized sales programs and coaching across industries — a broad incumbent peer with overlapping team training, sales coaching, and consultative selling methodology offerings.
Emerging players
- JBarrows Sales Training: Sales training company offering outbound and SDR-focused training, coaching, and content; an emerging peer that overlaps in methodology-driven sales training, coaching services, and content-led demand generation.
- Grant Cardone Enterprises: Sales training and personal branding company offering books, online courses, events, and coaching; comparable to Selling From the Heart in books/publications, subscription-style content, and large-event sales training.
- Sales Hacker (by Pavilion): Community and content platform for sales professionals offering training, events, and online courses — an emerging peer in content-led sales education and community-driven learning.
Direct peers
- Winning by Design: B2B sales training and enablement company offering frameworks, certifications, and coaching for SaaS sales teams; a direct peer in modern sales methodology, training programs, and coaching services targeting sales leaders.
- Corporate Visions: B2B sales training and messaging consultancy offering workshops, eLearning, and coaching to improve sales conversations — comparable to Selling From the Heart in training methodology, coaching services, and B2B sales enablement focus.
- Force Management: Sales transformation company providing methodology-driven training and consulting for B2B sales teams, with comparable offerings in team training, sales leader development, and value-based selling frameworks.
Others
- Bridge Group: B2B sales consulting and benchmarking firm providing sales productivity assessments and operations consulting; related ecosystem peer offering assessment and analytics services that complement, but do not directly compete with, Selling From the Heart's training.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks1 record
Key highlights6 records
Customer concentration
Selling From the Heart social profiles
Digital presenceSelling From the Heart financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selling From the Heart leadership team
Management profileNumber of profiles
Selling From the Heart funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selling From the Heart 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 Selling From the Heart
What does Selling From the Heart do?
Selling From the Heart sells sales training and coaching built around its proprietary TrustFormula 3-step methodology, focused on building trust-based client relationships and driving revenue growth. Core paid offerings include Team Training programs, Individual and Leadership Coaching, the Revenue Growth Engine system, keynote speaking, and published books and journals, with vertical-specific customization across many B2B industries.
When was Selling From the Heart founded?
Selling From the Heart was founded in 2017. It employs 1 to 10 people.
Where is Selling From the Heart based?
Selling From the Heart is headquartered in Cheyenne, United States, in the North America region.
How does Selling From the Heart make money?
Four revenue lines are on record. Sales Training Programs are the primary driver. The others are coaching Services, books and Publications and subscription Services.
Who are Selling From the Heart's main competitors?
Broad incumbents on record are Sandler Training, Dale Carnegie Training and Richardson Sales Performance. Emerging players are JBarrows Sales Training, Grant Cardone Enterprises and Sales Hacker (by Pavilion). Direct peers are Winning by Design, Corporate Visions and Force Management. Bridge Group is listed as an others.
Does Selling From the Heart have an API?
No public API is recorded for Selling From the Heart.
What industry is Selling From the Heart in?
Selling From the Heart's product category is Sales Training and Coaching Services. Its primary akta.pro industry code is EDABABAC, Consultative Selling & Discovery, with a secondary code of EDABABAD, Solution Selling & Value-Based Selling. Its NAICS code is 541613 and its SIC code is 8200.