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.
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.
I had the pleasure of working with Dennis Connelly over the past year in various capacities. Dennis is one of the finest Executive Performance Coaches I have ever partnered with. He led an excellent onsite workshop for our entire sales team this past summer, gaining their trust and confidence in just two short days. He continues to work tirelessly in developing their coaching and sales skills. With his training and support, we surpassed our sales goals for 2023, and Q124 is off to an exceptional start. Lastly, Dennis is currently my Executive Coach. He blends his professional experience with the right touch of academics to help me work through complex issues while helping me focus on the things that matter as a senior leader. If you are in need of an executive coach, a sales coach, or a talented facilitator, Dennis Connelly is your go-to person.
Dennis Gradillas
Operations & Sales Expertise,I am a member of the Kurlan fan club. Dave has built a tremendous body of work and a large following because of the durability and reliability of his approaches. Dave has helped us grow. We are winning twice as much business today with fewer salespeople and 25 percent less proposal dollars quoted at higher margins. We are turning away work at about 10% because we are above our capacity and we have the strongest backlog that we have had in several years. All of this with one of our primary markets still being impaired by COVID and our costs facing sizable inflation headwinds. Dave’s training has helped us grow confidence, sell better and sell more with less effort and resource burden.
Mark Steele
President & CEO, Craftsmen Industries, Inc.Thank You! Just thought I’d let you know I started a new role recently and it was all thanks to the training that I took over the few months on the basic and advanced courses. After going through them a few times (I have to admit I love the Ghostbusters references to Compelling Reasons) they’ve given me a new lease of life. Just wanted to say thanks for all your help over the past few months – much appreciated!
Neil
Enjoying and embracing. I am really enjoying and embracing the training. I love the sessions and they are really helping me. Thanks!
Jeff
Great stuff! Thank you for these sessions. I enjoyed the modules, roles plays and learned some great techniques. I took away some valuable lessons as well as great reminders and I look forward to future courses.
Kate
Much Better Than Prior Training. In my previous organization, I engaged with and brought in a sales methodology training, and have seen many. Baseline Selling is, without question, the most engaging, energetic, and relevant. Your articulation of SOB and how something seemingly innocuous can have significant impact is brilliant and really resonated with me and will change how I coach team members. Thanks again for the training and I’m excited for where this can go!
Justin
Gold. The visual display of skipping discovery and differentiating steps…gold! Thank you for helping us get better.
Jim
Let the Sales Conversation Wander: Evolving Chats Unlock Powerful Sales Discovery
When Monday morning hit and I had zero article ideas queued up—first time in 20 years, post-surgery aside—I panicked a bit. Then, cruising in the car with Beatles tunes blasting, I pinged Grok with a wild card: “How many songs did Lennon and McCartney write?” What unfolded was a total detour: We tallied their 1,200+ jams, stacked ’em against my 2k sales rants, dove into Dolly Parton’s marathon, Nutcracker team-sync lessons, Eagles live magic over studio polish… and boom, this post was born. No script, just flow. And that’s the secret sauce for killer sales discovery too—ditch the grocery-list questions, let the chat evolve, and uncover those hidden “must-haves” that seal deals. Data from OMG? Only 27% of reps nail qualifying, but the pros? They’re 4x more likely to crush quotas. Here’s how to jam like a pro.
November 24, 2025
8 Cold Calling Lessons from Matthew (The Biblical Sales Team, Part 6)
In the sixth installment of the Biblical Sales Team series, we dive into Matthew chapter 10, where Jesus sends out his disciples to spread the word. Drawing parallels to modern sales, discover 8 timeless lessons for cold calling success: from smart targeting and seeking referrals to handling rejection like a pro and prioritizing low-hanging fruit. Whether you’re knocking on doors or picking up the phone, these ancient insights remind us that effective prospecting beats automated emails every time. Plus, why demos should wait for qualified leads and how to craft a killer positioning statement.
November 17, 2025
From Practice Range to Sales Mastery: The 8 Requirements for Game-Changing Sales Training
In sales, just like in sports, anyone can start playing—but mastery takes real effort. Drawing parallels from baseball sandlots to golf courses, this article explores why most salespeople plateau early and why companies must step up with proper training. Discover the 8 essential requirements for sales training that delivers measurable results, from clear expectations to proven content, and why skipping it keeps teams stuck in mediocrity.
November 17, 2025
How a Trip Back 50 Years Uncovered my Secret to Sales Success
Ever wonder how a nostalgic skim through 1972’s Top 40 hits could unlock a game-changing sales insight? I didn’t realize during my 40 years in the sales training business that pattern recognition is my ultimate secret weapon. From clashing tunes like The Doobie Brothers’ “Listen to the Music” vs. The Band’s “Don’t Do It,” to weather vibes, loneliness flips, and political nods, spotting patterns is like a BS detector for prospects. Dive into a real sales chat example where catching contradictions sparks urgency and closes deals. Capped by Johnny Nash’s “I Can See Clearly Now”—talk about fate!
November 9, 2025
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To request more information, please use the form provided. We look forward to your message and will call you back shortly. Thank you.