Sales training built on how customers decide
Less pressure, more progress
The program
Personal Selling Program – PSP™ is built on Satisfaction Selling™, originated by Dr. Joseph Riggio and designed for business by Henrik Wenøe. We deliver it in-house and tailor every part of it to your organisation.
The participants
Salespeople, key account managers and sales leaders who already know how to sell. Many work in complex B2B sales, with long decision processes and several people involved on the customer’s side.
In the room
No slides and no scripts. Your team trains through dialogue, on real cases from your own customers, and practises until the new way of working feels natural.
We have trained more than 10,000 sales professionals in 30 countries and 10 languages, in Danish and global companies such as World Courier, Radiometer, Danske Bank and NKT. Our clients work in banking and finance, logistics, life science and medical diagnostics, pharma, energy, manufacturing, telecom and retail. We work discreetly with our clients, and references are available on request.
First who you are. Then what you do.
We start with the person, not the technique. Your salespeople learn to sell from who they are at their best, and only then do we add the strategies and tools. That creates a kind of trust no script can copy, and it matters more than ever, because CRM systems, sales tools and AI multiply whatever they are given.
We also start with what already works. Your best salespeople do many things right without thinking about it. We make that visible, give it a shared language and build on it, in dialogue and face to face. Read our promise to your sales organisation ›
Your world is our world
Before we train anyone, we get to know your business. Every program follows four phases, and the training itself is delivered as Systemic Blended Learning, where training in the room, work with real customers and virtual follow-up support each other.
Understanding each participant
Built around your world
Training and practice
Following up on results
Every program is designed individually, and format, length and timing are agreed with you. Between the training modules, participants work with My PSP™ Meeting Book on their own customer meetings. This autumn new PSP™ teams started in Vilnius, Barcelona and Bremen.
Customers buy for their own reasons
Every customer decides from their own motives. What matters to them, what they want to protect, and what a good decision looks like in their world. Your team learns to understand those motives and lead the conversation from there, so the customer moves forward because it makes sense to them. The method is the same in every program, and everything around it is built from your products, customers and market.
- Understanding the customer’s motivesHow to find out what really matters to the customer, and why it matters to them.
- Questions that move the conversation forwardQuestions that give the customer new clarity and make the next step natural.
- The whole decision unitBuilding clarity and commitment with everyone involved in the decision, not only with the most enthusiastic contact.
- Value in the customer’s own numbersMaking the value visible in the customer’s numbers and words, so price becomes a smaller part of the conversation.
- Decisions without pressureAgreeing on next steps in a way the customer feels good about.
Leadership
Sales management is part of it
Shared language, coaching and follow-up
Sales management is part of it
Shared language, coaching and follow-up
Sales leaders are involved from the start. They take part in the training, learn to coach their team in the same method and get a simple follow-up tool, so results are followed up in daily work and not only on the training days. Participants also receive My PSP™ Meeting Book to prepare and follow up on their customer meetings.
Online
Learning continues between the training days
PSP Online, video workshops and Global Master Classes
Learning continues between the training days
PSP Online, video workshops and Global Master Classes
Between the training days, participants work with PSP Online, a digital course that prepares them for the training and keeps the tools fresh afterwards. Video workshops, often facilitated by the sales leaders themselves, keep the learning alive in the team, and the Beyond Selling Global Master Classes give participants regular input from Dr. Joseph Riggio and Henrik Wenøe. We are also piloting Acuity Activator, an AI-driven app that supports participants in using the tools in their daily work and makes the effect visible.
What changes after PSP™
PSP™ strengthens the human side of selling. That is where predictable, profitable growth is made, with customers who want to move forward rather than customers who are pushed.
For your salespeople
- Customer conversations built on the customer’s own motives
- Confidence in complex meetings with several decision makers
- Selling from who they are at their best, without scripts
- Less pressure on both sides of the table
For your sales organisation
- One customer language across marketing, sales and service
- Sales leaders who coach in the same method
- Growth from customers who want to move forward, not from pushing
- Customers who stay, buy more and recommend you
Results our clients describe
Double-digit growth
“With the help of the Satisfaction Circle, my global sales team got a tool that is easy to use, and it has both increased motivation and created results.”
Michael Stanley Pedersen
CEO, Delta Optical Thin Film
Increased revenue
“Henrik’s work is not a quick fix, but the result has always been increased revenue, more customer meetings and higher customer satisfaction.”
Lone Bech Christensen
Sales Manager, HemoCue Denmark and Radiometer
Concrete tools
“On the PSP course at Acuity World he delivered clear and usable messages in an incredibly engaging way. I have taken home concrete tools that I can use directly to create success in my job.”
Claus Brøndum
PSP™ 2026, Mascot Workwear
From satisfied customers to Positive Activists
Most sales organisations spend their best energy on customers they do not have yet. The Customer Development Strategy™ gives your team one systematic way of working with the customers you already have. The value you create becomes visible to the customer, and up-selling and cross-selling become a natural part of the conversation instead of a campaign. That is how satisfied customers become Positive Activists, who bring you the next customer without being asked. The thinking behind it is described in the book The Positive Activist.
Your trainers
Henrik Wenøe
Before founding Acuity World in 2001, Henrik spent ten years in B2B sales and sales management, among others as Sales and Marketing Manager at Dako. Since then he has designed Personal Selling Program – PSP™ and worked with sales organisations in large international companies in 30 countries.
Dr. Joseph Riggio
Joseph originated Satisfaction Selling™, the framework PSP™ is built on. He has worked with sales and leadership development for decades and leads the Beyond Selling Global Master Classes together with Henrik.
Claudia Lindby
Claudia has more than 25 years of business experience, including top management positions in the food and beverage industry, among them as Director at Carlsberg. She trains sales teams in international companies and knows from her own career what it takes to lead and sell at a high level.
Jacob Amholt
Jacob has held senior management roles in Danish industry, leading organisations of more than 200 people as area and regional manager. He combines leadership, sales and execution, and delivers sales training for international clients.
We work with a wide group of trainers on PSP™. Through our associated partners around the world, we can deliver the program in many languages and in the countries where your sales teams work.
Frequently asked questions
Can’t find what you are looking for? Book a discovery call and we will answer your questions.
What is Personal Selling Program – PSP™?
Who is PSP™ for?
Is PSP™ an open course or in-house?
Which languages and countries do you work in?
Can PSP™ be rolled out across a global organisation?
How much of the program is tailored?
How long does a program take?
How many participants can take part?
What is expected of sales management?
How do you measure the effect?
Can we get references?
What does PSP™ cost?
How do we get started?
Keep developing
Beyond Selling Global Master Classes
Two-hour online master classes with Dr. Joseph Riggio and Henrik Wenøe, ten times a year, covering all layers of sales and sales leadership. Learn more ›
Personal Leadership – PL
A 3.5-day course in Acuity World’s training facilities in Holte, for those who want to understand what drives their own results. Learn more ›
Personal Leadership Program – PLP™ I
A one-year program for sales leaders and other leaders who create results through people. Learn more ›
Talk to us about your sales team
If you are considering sales training for your team, Frederik is happy to talk about your situation and how PSP™ could be built for you. He can also put you in touch with references.
