We help sales managers and their salespeople to close more deals, increase productivity and closing rate

Confident Approach provides a completely customized

coaching solution to new and experienced sales managers,

trainers, psychologist, HR managers, CEO’s based on more

than 40 years of research and implementation.

During the years developed advanced tools and methods

to reduce psychological barriers to sell so productivity in

creating business contacts can increase.

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Focused on helping companies improve their sales productivity and lower recruitment and sales training cost.

Studies show that up to 80% of sales people exhibit some form of hesitation in developing business opportunities. Since the mid 80’s the factors leading to success or failure in sales have been thoroughly and comprehensively researched. The SPQ Gold/FSA Report allows for an accurate assessment of exactly where each person’s limiting factors lie. The report allows for tried and tested, specific tailored interventions that will enhance the sales person’s ability to initiate contact as well as inform and influence clients towards making buying decisions. Interestingly, the common approach to address poor sales performance has been sales training. Unfortunately, none of the types identified by this assessment respond well to training. Training is a necessary part of empowering and enabling a sales force. However, clearing these identified emotional blockers will allow the team to better apply the skills, techniques and approaches covered by the training – further enhancing the ROI in the team.

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Our techniques are based in modern psychological science including cognitive behavior change methodology. The methods are featured in the book of Sales Call Reluctance, Relentless and are used by trained Trainers, Psychologist, Coaches, HR managers, Recruiters all over the world. All based on more than 40 years evidence-based research, and we are still researching.

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Med 2 miljoner sålda bedömningar och över 300 ackrediterade konsulter återfinns några av de främsta VD och oberoende försäljningskonsulterna bland våra kunder.

Christer is a very outgoing and gregarious person. He easily connects with people. His subject matter knowledge is exceptional and he is readily able to translate this into practical advice tailored to individual needs. He also clear as to when it would be better to refer out rather than try to be a jack-of-all trades. I can highly recommend his workshops and would have no hesitation in working with him in the future.

- Erwin Hohn - Director of Institute - IPA

After I attended the Scientific Sales Selection in Stockholm, Sweden I went to Dallas for the Management Training Workshop in 2016. We implemented first the SCR concept among our four regional managers. We took the next step and run the SPQGold/FSA test on all top candidates in the recruitment process. When we became aware of the agreement between good test results and performance in the field sales for our new employed sales people we in 2018 made the decision to get rid of words like “gut feeling” and “fits in our business idea”. Today we nearly totally rely on the SPQGold/FSA test and are extremely successful in our recruitments. We save money and the turnover is higher. We still use professional partners for the recruitment but in the final phase we use the SPQGold/FSA as our deciding tool. We have moved so far so we have accredited two more managers in SCR to be able to run workshops with SPQGold/FSA for our salespeople. We also use the thinking behind SCR in our education and communication. Our results has doubled from SEK30.000.000 to SEK 60.000.000 during the years 2016-2019 and we would like to attribute part of the success to the scientific and crystal clear thinking about sales we found in SPQ*Gold/FSA from BSRP in Dallas and Confident Approach AB in Sweden. With the warmest recommendations to everyone – or maybe not to our competitors.

- Rikard Karlsson - CEO & OWNER - SP o VI

The Sales Call Reluctance significantly affects the success of sales people. When recruiting people on behalf of our customers, we use the SPQ GOLD test as a tool to contribute to the whole picture. In particular, we use it when in-depth interviews are conducted and it helps us to access and discover behavioral dimension that we would not have been aware of otherwise.


The fact that, during the recruitment process, we can predict the future performance of sales people, in a scientifically proven way, gives us direct benefits of even more satisfied customers


Among other tests, we use SPQ Gold assessment to recruit sales people in our company. We feel that SPQ Gold is an excellent recruitment tool because of its ability to show accurate correlation between test results and actual sales behavior of a candidate. Through consistent use of SPQ GOLD, we have gained many insights about sales call reluctance and sales behavior.


We are confident in the unique advantage of the SPQ GOLD assessment to quickly identify candidate’s ability to prospect, to reveal how fast a candidate will reach the desired level of performance and determine the needed investment in training. The information we obtain is accurate, relevant and unique. Thanks to the SPQ GOLD, during recruitment process, our ability to find high performers is much sharper.


Since 2008 we have a Sales Call Reluctance concept as a part of programme for consultants and managers. The greatest gain within this programme is improved accountability at the individual level, improved time management, common language and most importantly in creating the culture without excuses.


During the training and coaching process, we achieved a greater understanding of ourselves and how we work in sales situations, but above all, what we could do to improve our performance. Two months after training sessions our sales results tripled. I have also learnt a tremendous amount that I am finding useful in parts of life that are not related to business. I particularly appreciate that you can follow the progress of your development through testing.


The SPQ program was used to very great effect within selected areas of DHL Express. As a result of the program visit levels increased by over 100%, offer levels increased by over 100% but most importantly closing ratio increased bringing in new business worth in excess of 30 million SEK. The combination of behavior awareness, group and individual coaching and follow-up make this an excellent program for any sales team regardless of size, business or experience. No other program focusses on the behaviours that stop you from succeeding. If you want to succeed in sales, SPQ is the starting point.

-DAN CREWE- e-Commerce Manager Marketing & Sales DHL

In the Management Training Workshop, I learned why so many sales people are not able to prospect at the level required by their organization. Now I know how to help them improve their sales productivity. I highly recommend the Management Training Workshop to all those who are interested in personal development. From a professional trainer's perspective, all of the topics covered in the workshop were helpful


I do recommend the Management Training Workshop to everyone who wants to develop their career in any management position. By attending the Management Training Workshop, I learnt a lot about myself. I will be able to use the knowledge obtained personally to achieve my goals, as well as to support others in their development. For me, the most interesting part was, to learn that everyone, regardless of profession or industry, are working in and regardless of the country they are coming from, have emotional barriers that hinder them from taking that next step in their career.


Confident Approachs resurser

Vårt resursbibliotek finns till för att hjälpa dig förverkliga hela din potential inom sälj och prospektering. Vare sig du vill fördjupa dig i våra fallstudier eller informativa podcasts finns stora mängder värdefull information till hands.

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