‍Why the WINS Selling Style Profile™ Is the Missing Link to Building, Training, and Leading High-Performing Sales and Customer-Facing Teams

Executive Summary

When revenue performance stalls, teams default to more tactics, tools, and pressure. But what if the real reason growth is elusive has nothing to do with how hard your people work—and everything to do with how they think?

Everyone has a selling style—whether they realize it or not. It’s the default mindset and behavior they bring to every buyer and customer conversation, regardless of their title. Most people never stop to examine this pattern, and instead accept its outcomes—missed opportunities, lost deals, stalled progress—as unavoidable facts of the profession. The WINS Selling Style Profile shines a light on this invisible force. It reveals how your current selling style either builds trust and momentum or triggers resistance and confusion—and gives you a clear, actionable path to improve.

The WINS Selling Style Profile is a transformational diagnostic that reveals how mindset drives behavior in every sales and customer-facing interaction. Designed for sales, marketing, customer experience, branding, and product-service teams, this tool helps leaders and people Escape The Transactional Trap and move toward more consistent, value-driven growth.

Whether you're trying to build a world-class sales team, improve customer retention, align brand with buyer experience, or simply understand why your team isn't getting the results it deserves, this tool delivers a proven path forward.

The Hidden Problem: Why Your Revenue Engine Is Underperforming

Even the most talented, well-intentioned teams can unknowingly sabotage growth. Despite their experience, skills, commitment, and culture, they hit a wall:

• Sales cycles stall.
• Buyers go dark.
• Quality leads dry up.
• Marketing and sales are at odds.
• More competitive deals are lost.
• Sales makes promises that are difficult to deliver.
• Customer experience becomes reactive.
• Goals become harder to hit

Why? Each conversation with the customer is rooted in a mindset that may unintentionally create buying resistance, not momentum.

This is the transactional trap. Sales and customer-facing conversations turn to pitching, persuading, and positioning rather than partnering on real problems so buyers and sellers can work together to deliver each of their organizations' real value.

Introducing the WINS Selling Style Profile^™ 

The WINS Selling Style Profile is the first tool built to reveal the mindset hidden just below the surface of your consciousness that determines your dominant selling style, and whether it’s driving buyer acceptance or pushing buyers away.
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Unlike personality tests or sales assessments that tell you how you behave, the WINS Profile reveals why you behave the way you do—and shows you how to lead buying conversations that generate buyer acceptance instead of fostering buyer resistance.

Every member of your sales or customer-facing team—anyone seeking to transform a buyer into a profitable and long-term customer—requires the right mindset and selling style. The closer your style is to Growth Multiplier, the more likely you are to create the emotional buy-in, trust, and respect of a valued partner in the buyer’s journey—not just a vendor who is easily replaced.

Sales Styles and Mindsets – What Drives Buyer Acceptance vs. Resistance

Only the selling style and mindset of a Growth Multiplier can lead buyers to acceptance, while the other four more common and often more celebrated styles and mindsets generate resistance, stall conversations, and erode buyer trust. 

The WINS Profile gives your people the insight to shift their selling style and mindset from “always be closing” to “always be connecting” —and by doing so, drive their performance to the next level.

Cross-Functional Value: How Every Sales and Customer-Facing Role Benefits

Sales and Account Management:

• Identify and eliminate salesy behaviors (i.e., commission breath) that repel buyers.
• Win and expand accounts by leading buying conversations, not sales pitches.
• Build internal champions of change who fight for and win deals on your behalf.

Marketing and Demand Gen:

• Align campaigns to the real problems your buyers are feeling right now.
• Replace feature-focused content with insight-driven messaging.
• Deliver qualified leads who are emotionally committed to change.

Branding:

• Anchor your brand in the buyer’s experiences, not your capabilities.
• Craft positioning that resonates at every stage of the buyer’s journey.
• Align internal and external narratives to avoid confusion and dilution.

Customer Experience and Success:

• Reinforce buying momentum after the deal is signed.
• Transition from reactive service to proactive value delivery.
• Help customers feel seen, heard, and empowered to grow.

Product and Service Delivery:

• Connect what you deliver to the buyer’s expectations.
• Create touchpoints that reinforce trust and unlock upsell opportunities.
• Transform your delivery team into a growth engine.

Sales Is A Team Sport

Salespeople can struggle without the support of an aligned revenue organization. However, revenue organizations that organize around the WINS Profile and its principles can bring sales and customer-facing team members together, bound by a shared language and cultural norms that improve execution, reduce waste, and drive growth.

Revenue organizations that align themselves around the WINS Profile and its core principles report:

• Forecast win rates improve from 46% to 91%.
• Revenue growing by 2 to 3 times without increasing headcount.
• 93% of new hires achieve top performer status within their first year.

These results are not industry-specific. 

The WINS Profile has been applied within revenue organizations representing more than 100 industries, including industrial sales, SaaS/software, medical devices, manufacturing, distribution, financial services, professional services, government, and within global/multi-cultural sales environments.

Who Should Use the WINS Profile

Any veteran or first-time role-player within your revenue organization can use the WINS Profile to identify big and subtle shifts required to reach that next level of growth. 

• CEOs and Founders
• Sales Leaders and Account Executives
• Marketing and Demand Gen Teams
• Customer Success and Support Professionals
• Brand, Product, and Service Delivery Teams

If you contribute to revenue, this tool will help you perform at a higher level. Sharing the tool will help you improve the alignment and efficiency of your entire organization. And, if you join your teammates in adopting its principles, it can help you reach goals that today may seem out of reach.

Your Next Step: Get the Profile, Get the Advantage

Subscribe to the WINS Selling Style Profile™ today for your team and receive:

• A tailored analysis of your team’s sales mindset and dominant selling style.
• Insight into how your team’s beliefs drive buyer resistance or acceptance.
• And a three-part development plan to help you level up your team. 

Don’t wait for another quarter of stalled deals and missed targets. Change the conversation, transform your mindset, and lead your growth.

About the Author

James Rores is the creator of the WINS Model™ and founder of multiple sales transformation firms. Over the past three decades, he has trained over 27,000 sales professionals and worked with more than 7,500 companies across the globe. The WINS Selling Style Profile is the product of that experience—distilled, tested, and proven to help individuals and teams lead buying conversations that deliver consistent, scalable growth.

Book a free strategy session with James and unlock access to the WINS Selling Style Profile™