Anthony Iannarino

Sales Speaker | Executive Sales & Marketing Leader | Transformational Sales Strategist

Would you like to improve your sales or those of your team?

Anthony Iannarino’s B2B Sales Coach & Consultancy is a boutique sales coaching and consulting firm with a focus on helping salespeople and sales organizations grow, develop, and reach their full potential.

Anthony helps his clients think through their most pressing business challenges, build consensus around change, and design the action plan that will initiate and optimize the change.

What is Anthony’s LEVEL 4 VALUE CREATION™?

Level 4 Value Creation™ is a proprietary methodology for moving from product, service, and solution to a higher level of value, that of a trusted advisor, or what Anthony has labeled a Level 4 Value Creator. The learning focuses on creating more value throughout the entire sales process, generating more opportunities, converting those opportunities to wins at a higher margin, and to increase wallet share within existing clients.

Whether he is speaking at a sales conference or at a sales kickoff meeting, Anthony engages an audience from start-to-finish. His thought-provoking talks are rich with actionable ideas that can be applied immediately. Anthony is also known for infusing humor, story, and playfulness into his keynotes and workshops

All keynotes and workshops include pre-work and post-work. The pre-work allows Anthony to customize the keynote and workshop for your audience, ensuring it is relevant, impactful, and actionable. The post-work ensures that the lessons are implemented and offer the audience an opportunity to ask questions, resolve challenges, and share best practices.


  • Level 4 Value Creation: How to Create & Sustain Relationships of Value
  • Have No Fear: How to Effectively Deal with Obstacles and Difficult Conversations and Win Clients
  • The Hustler’s Playbook


  • Level 4 Value Creation: How to Create and Sustain Relationships of Value
  • Building Consensus: How to Create Alignment, Remove Obstacles, and Find a Path to Yes
  • Capturing Value: How to Win at a Higher Price, Defend Your Margin, and Deliver Value
  • How to Create Value Propositions that Compel Clients and Win Deals
  • Coaching the Sales Force
  • The Art of Me Management

“With Anthony’s help IDEXX has developed a new sales methodology and re-engineered our sales process, allowing us to demonstrate our ability to help our customers grow and be strategic partners in their business — not simply a product vendor.”
Matt Steele, CAG Sales Training Manager, IDEXX Laboratories

Anthony provides value in his speaking content because you can walk out of his presentations, apply his real world concepts immediately, and get different results than when you walked in the room.
Tracy Austin, International Coaching Coaching

Anthony Iannarino develops and designs a sales workshop the right way. While other sales experts tell you what to do (increase sales at higher margin), Anthony prescribes how to do it by spending time diagnosing our business and industry. Anthony’s commitment to getting to know our business and people before embarking on his steps to success for us, made his contribution priceless. Our sales are up double digits over last year and our team has never been more prepared to serve our customers.
Michael Souders, Vice President of Sales, WinWholesale

A comprehensive guide to transforming your mindset and improving your skill sets to achieve sales success, from the rising star sales blogger, lecturer, and consultant.

Coming October 11th, 2016

The Only Sales Guide You’ll Ever Need



Travels From:  Ohio
City: Westerville
$15,001 to $20,000


ANTHONY IANNARINO is a highly respected international speaker, author, entrepreneur, and sales leader specializing in the complex business-to-business (B2B) sale. He is also a founder and managing partner of two closely-held, family-owned businesses in the staffing industry, leading both entities in strategic planning while growing sales. Anthony is best known for his work at The Sales Blog, which has helped him gain recognition as a top thought leader in sales strategy. He is also the designer of Level 4 Value Creation™ and Building Consensus, methodologies that help sales organizations achieve transformational, breakthrough results.

In each business, Anthony is focused on helping professionals reach their full potential. In 2007, while growing the sales force of his second staffing firm, he discovered a knack for coaching, and realized that he could make enduring contributions to a company’s sales culture. He began blogging about complex selling processes, and gravitated toward B2B companies facing challenges in sales force management and performance. His transition to professional speaking, consulting, and workshop facilitation led to the development of a trademarked methodology that has proven instrumental in helping sales organizations achieve revenue goals.

Throughout his career, Anthony has helped people in a wide variety of industries and markets think through and overcome their biggest business challenges. His greatest strength is in getting others to build consensus around what must change, and identify the resources within themselves that will drive positive results. Be it through the delivery of staffing solutions or sales strategies, Anthony is a trust builder who focuses on leading transformational conversations, those that create and sustain relationships of value. He is a natural mentor who brings the business acumen, situational knowledge, and experience to each engagement, and lays a solid foundation for future growth.


The forces of globalization, disintermediation, and commoditization have radically changed how we do business. More and more, these forces are driving companies to behave transactionally. Sales organizations are struggling to create new opportunities, to win new business and maintain the margins they need to deliver results.

Level 4 Value Creation is a methodology for moving from product, service, and solution to a higher level of value, that of a trusted advisor, or what we call a Level 4 Value Creators. Your team will learn how to create more value throughout the entire sales process, to create and win more opportunities, to win those opportunities at a higher margin, and to increase their wallet share within your existing clients.


  • Discover the 4 behaviors that allow you to create relationships of value and how to use them.
  • Explore the 3 attributes that differentiate your offering and allow you to create the compelling value that wins deals.
  • Learn how to use value creation throughout the sales process and how to create the right level of value for each stakeholder based on their stakeholder type.

Most of the challenges salespeople experience around taking action have their root in some fear. They fear having conversations around the commitments they need and they worry about coming off as aggressive or self-oriented. They fear discussing price, believing it puts their opportunity at risk. They fear telling the client they can’t have what they want without a greater investment or challenging the customer’s beliefs.

This keynote provides the sales force with a deep understanding of the major fears salespeople face and how to effectively face those fears I a way that strengthens relationships.


  • Understanding how fear works and why it prevents action
  • Identification of the 7 major fears salespeople must overcome to produce breakthrough results
  • The language choices that allow salespeople to act in spite of their fears and gain trust at the same time.

This interactive workshop takes the ideas from the Level 4 Value Creation keynote and puts them in the hands of your sales force and supporting teams. During this workshop, we will facilitate your team’s development of the exact action plans they need to enact in order to move from transactional salespeople to consultative trusted advisors, creating and winning new opportunities.


  • Develop a deep understanding of your current level of value creation and the gap between than level and Level 4 Value Creation.
  • Develop the action plans to become super-relational, driving a wedge between your dream clients and your competitors.
  • Identifying the ideas and insights that create massive value for your dream clients and allow your team to position themselves as part of their client’s strategic advantage.
  • Design an action plan for retaining key accounts by continuing to create new–and greater–levels of value.

One of the primary reasons to create Level 4 Value and Build Consensus is to differentiate your offering and prevent from being commoditized. This workshop focuses on how to create a level of value throughout the sales process that allows you to defend the investment necessary to produce the promised results.


  • How to create value through the sales process and set up a defense of the necessary investment.
  • Justify and provide proof of the value you create, identify client risks, and build a case for value.
  • Identify and defend against common purchasing and negotiating tactics.
  • Negotiate to capture a fair portion of the value that you create and ensure that you deliver the promised results.

You want your salespeople to sell value. You need them to move away from selling “low price,” selling product, and selling features and benefits. In order to sell value, your team needs to know how to create a compelling value proposition, and they need to know how to tailor that value proposition to the individual stakeholders who will determine whether or not to buy from you.


  • Learn the skills of developing a compelling, differentiating value proposition.
  • Develop the skills of identifying the different stakeholders and stakeholder groups and what they perceive as value.
  • Develop the skills to apply the value proposition in every sales interaction.
  • Apply the value proposition to the live deals presently in each individual salesperson’s pipeline, regardless of the opportunities stage in the sales process.

The difference in hitting your goals and growing your top and bottom line hinges on your ability to effectively lead the sales force. Nothing has a greater impact on your sales results than your first line sales managers. You want your sales managers to coach your sales team, and your salespeople want coaching. But your sales managers don’t have a common process, a common meeting rhythm or cadence, or a coaching model.

In this one day workshop, we provide a professional coaching model that provides your sales managers the framework and methodology for coaching their team to their best performance.


  • Learn a coaching methodology that provides both directive and nondirective approaches based on the salesperson’s individual development needs.
  • Learn and customize a coaching model for territory management, pipeline reviews, opportunity reviews, coaching sales calls, coaching time management, and coaching for personal growth and development.
  • Develop a meeting cadence and business rhythm that allows sales managers to become sales leaders and proactively improve their team’s overall performance

Areas of expertise

  • Sales
  • Sales Process
  • Leadership
  • Business Development & Strategy
  • Blogging
  • Social Media
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