The 8 best SaaS sales trainers in 2026 compared: what each teaches, 2026 fees, format and who they suit — from JB Sales and Winning by Design to MEDDIC Academy and Huthwaite.
Sales Strategy · 12 min read ·
Most "best sales training" round-ups compare companies. But when teams search for a SaaS sales trainer they usually have a name in mind — because in this market the methodology and the person behind it are inseparable. Below are the eight trainers whose work genuinely shapes how B2B SaaS teams sell in 2026, what each actually teaches, and the honest case for and against hiring them.
Quick answer: for a whole revenue team, Jacco van der Kooij (Winning by Design). For SDRs and new AEs on a budget, John Barrows (JB Sales). For enterprise qualification discipline, Darius Lahoutifard (MEDDIC Academy). For structured discovery skill, Huthwaite's SPIN faculty.
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| # | Trainer | Known for | 2026 fee band | Format | Best for |
|---|---|---|---|---|---|
| 1 | Jacco van der Kooij (Winning by Design) | Recurring-revenue "bow-tie" model, SaaS sales math | $1,000–$5,000/seat | Live cohort + on-demand | Whole SaaS revenue teams, $1M–$50M ARR |
| 2 | John Barrows (JB Sales) | Tactical prospecting, discovery, objection handling | ~$40–$50/month/seat | On-demand + live workshops | SDRs and new AEs |
| 3 | Darius Lahoutifard (MEDDIC Academy) | MEDDIC / MEDDPICC qualification | $500–$2,000 | Self-paced or instructor-led | Enterprise AEs on $100k+ deals |
| 4 | Huthwaite faculty (SPIN Selling) | Research-backed questioning technique | ~£1,200/delegate | 2-day workshop + reinforcement | Teams whose discovery is shallow |
| 5 | Keenan (A Sales Guy) | Gap Selling — diagnosing real business problems | $1,500–$10,000 | Workshops + coaching | Reps who pitch too early |
| 6 | Kevin Dorsey | Sales leadership, coaching systems, call reviews | $2,000+ / advisory | Cohorts + advisory | First-line managers |
| 7 | Sarah Brazier / Gong Labs approach | Data-driven call behaviour, evidence over opinion | Free–$1,000 | Content + workshops | Teams that already record calls |
| 8 | Sandler-certified trainers | Process control, upfront contracts, pain funnel | £200–£400/month | Weekly live + on-demand | Reps who lose control of deals |
A trainer cannot fix a broken ICP, a product that loses on features, or a comp plan that rewards the wrong behaviour. Before booking anyone, check three things: are reps losing at discovery or at close; do managers review calls weekly; and is your sales playbook written down. If the answer to the last two is no, spend that budget internally first — recorded-call reviews with five or more reps outperform most paid programmes.
Work through the methodologies themselves before paying anyone. The SPIN Selling framework, MEDDIC, Gap Selling and the Sandler pain funnel are all documented free on this site, and the original books are usually available second-hand for a few pounds.