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 in 2025

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 in 2025

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
  • Is Complacency to Blame for Missed Quotas? A Deep Dive into Sales Performance Challenges

    Is Complacency to Blame for Missed Quotas? A Deep Dive into Sales Performance Challenges

    Is complacency why 57% of reps miss quota? Data from 2.5 million salespeople shows 64% of the bottom 50% lack the Will to Sell. From poor compensation to lack of motivation and discipline, here’s what’s holding them back—and how to fix it.

    May 30, 2025
  • New Data: The Top 10% of Salespeople are 619% Stronger Than the Bottom 10%

    New 2025 data reveals a staggering 619% performance gap between the top 10% and bottom 10% of salespeople. While top performers excel in competencies like Relationship Building and Consultative Selling, they’re slipping in areas like Hunting and Closing, influenced by COVID and economic challenges. Dive into the 21 Sales Core Competencies to understand why—and what to do about it.

    May 24, 2025
  • Why Salespeople Skip the Sales Process (And How It’s Killing Your Revenue)

    Planting a fruit tree requires five simple steps in the right order—mess it up, and you’re left with dirt. Sales is no different, yet only 34% of salespeople follow a structured process. From mistaking methodologies for processes to winging it, discover why salespeople ditch the roadmap and how a proper sales process can boost revenue by 20%.

    May 19, 2025
  • Car Engines and Gas Prices Can Help Eliminate Obsolete Sales Tactics

    In this thought-provoking article, the author questions outdated traditions in automotive and sales industries. From measuring car engine power in horsepower—a term rooted in the 1700s—to gas prices still ending in 9/10 cents, the piece challenges why we cling to archaic practices. It also critiques sales tactics, like pitching over consultative selling, excessive proposals, and weak follow-up questions, urging a shift to modern, effective strategies for 2025.

    May 15, 2025

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