The Hero's Journey · In-house programme for B2B sales teams
Your company has a big goal for 2027.
Does your team have what it takes?
A 6-hour in-house event that starts a 60-day journey. Your salespeople find their own road to the goal, learn to turn rejection into progress, and keep going after the trainer leaves, with an AI assistant at their side and their manager as mentor.
Where it all began
My first week in sales.
A Swiss pharmaceutical company. A new sales agent. A client's office.
He threw me out. Told me never to come back.
Never.
That was not the end of my story. It was the beginning. I became a sales rep, then a sales manager. Then came more than fifteen years and more than 15,000 sales meetings. And they taught me one thing.
Rejection doesn't stop salespeople. Being alone with it does.
Your team will hear "no" every week. In January. In March. On a grey Tuesday in November, with the target still far away.
The question is not whether they meet the dragon. They will.
The question is who walks next to them when they do.
Every "no" is part of the story. It's the part where heroes are made.
— Edgars Untals
Every January looks the same
The target goes up. The belief doesn't.
The plan is ambitious. The leadership team is excited. And somewhere in the sales team, people are quietly doing the maths.
"I don't believe it."
Some think the goal is impossible. They won't say it out loud. Especially not in front of the boss.
"Why bother?"
Motivation is low. Resources feel thin. The goal belongs to the company, not to them.
"I don't know how."
Some are stuck. Not lazy. Stuck. They can't see the next step, and nobody has shown them.
"Another no."
Rejections pile up. Without someone to learn from, each one takes a little more courage away.
A one-day training gives everyone a great day. By February, the energy is gone.
Your team doesn't need another event. They need a journey with a beginning, a middle and an end. And people who walk it with them.
The method
Where the Hero's Journey comes from.
The oldest story in the world. Every culture tells it. Somebody is called to something bigger than their ordinary life, doubts it, finds mentors and allies, faces trials, and comes back changed. It works in myths and in films. It works in sales teams too.
Joseph Campbell
The American mythologist studied stories from across the world and found one pattern running through them. In The Hero with a Thousand Faces he called it the monomyth: the call, the refusal, the mentor, the trials, the ordeal and the return. Screenwriters have built films on it ever since.
Robert Dilts and Stephen Gilligan
Two of the leading figures in NLP and coaching turned Campbell's map into a practical method for personal and professional change, set out in their book The Hero's Journey: A Voyage of Self-Discovery. A way to move through doubt, find your resources, and act on a calling.
Edgars Untals
Trained in the Hero's Journey and certified by Robert Dilts. Edgars brings the method into the sales team: the company goal becomes the call, the customer's "no" becomes the test, teammates become allies. Many of the techniques on the day come straight from Dilts' work.
Why it works in sales
People don't change because they're told to. They change when they see themselves in a story worth finishing. A target is a number. A journey is something you want to complete. And it repeats: every new goal starts a new journey, and every time the hero is stronger.
The story your team is already living
Every hero's journey has the same stages. So does every sales year.
The call
Your 2027 goal. Who set it, why, and what the numbers expect. The adventure begins, ready or not.
The refusal
"I don't believe it." "I don't have what I need." Doubt is the first stage of every journey. We bring it into the open, safely.
The awakening
Why am I here? Purpose, activities, priorities, KPIs, red lines. The belief that holds me back. And what I already have. Doubt becomes a starting point.
The mentors
The manager, who knows your road. The coach, who brings the method. And the team: everyone has a win worth repeating. Not just motivation. Success patterns that work.
The allies
Teammates. Someone in the room has already solved the problem the person next to them is stuck on.
The demons
Inside: the fear of the next "no". Outside: the tough customer. At first sight, enemies. In truth, teachers. Every "no" carries a lesson.
The sword
The proven system. Every step of the deal, in the right sequence. The weapon that makes the battle winnable.
The ordeal
The moment of truth. The sword has been tested. The hero hears honestly what worked, and how it brings the goal closer.
The return
A belief broken, new habits, new skills and success patterns. And proof that the goal moved closer.
Your people are the heroes. Not the trainer.
"The very cave you are afraid to enter turns out to be the source of what you are looking for."
As recorded in Reflections on the Art of Living (1991)
The programme
One day in the room. Sixty days on the road.
Preparation
Each salesperson answers 10 to 15 questions and receives a personal profile, a roadmap and a workbook with every step and the core method. Your sales manager has a 1 to 1.5 hour mentoring session with Edgars to prepare for their role, including how to turn the team's success stories into repeatable steps.
The event
At your office or a venue you choose. Group work, workshops, role-plays and individual assessment. Everyone leaves with a personal journey map and a first mission for Monday.
Follow-through
Weekly missions, a rejection journal, practice on real objections and reminders, through each person's AI assistant. The manager gets a weekly team overview and holds a 15-minute check-in.
Review
The team, the manager and Edgars, together again. Wins and lessons from rejections. Then the stuck-deal clinic: real deals that won't move, solved together with The Deal Line. And the next focus. Right when the energy usually starts to fade.
Results
The assessment and the goal barometer, repeated: belief and resources. The owner receives a short before-and-after report with recommended next steps.
The 6-hour event
Less lecture. More practice.
Six working hours, plus breaks and lunch. Up to 20 participants per group. Built on your company's real goal and your team's real rejections. Every block uses named tools your team can recognise, repeat and use again on Monday.
Where does the goal come from? The owner or manager tells the story. Who set it. Why it matters. The numbers behind it. What the team is expected to deliver. Then the goal barometer: three anonymous votes. Do I believe this goal? Do I have the resources? Do I believe in my team? The scores go on the screen.
Doubt is personal. In pairs, everyone shares their own. What I don't believe. What I'm missing. Where I have failed before. The trainer picks the most common doubts, without names, and works through them with the room. Missing resources go on a list for the company.
Why am I here? What is my purpose in this role? Which activities really move my results? What are my priorities, my KPIs, my red lines? Which limiting belief is holding me back? Then an honest skills assessment, with feedback from one trusted teammate. Scores stay private.
Everyone has a win worth repeating. In small groups, each person tells theirs. Then the brave ones step forward to the whole room. The manager and the trainer share their stories too. The manager turns each story into steps anyone can repeat. Not just motivation. Practical success patterns the whole team can use tomorrow.
Some demons live inside: the fear of the next "no", the voice that says "don't call today". Some come from outside: the tough customer, the hard "no". At first sight, enemies. In truth, teachers. Who is this customer? What do they really want? What did their "no" mean? We learn to recognise each type, and how to deal with it.
The proven system. Seven steps of a sales meeting, always in the same order. First seconds. First lift. Questions. Five criteria. The offer. Second lift. The deal. Mastering it takes two full days of practice. Today we open it: every element, why it works, and how each step prepares the next.
Now the sword is tested. The trainer picks the elements each team needs most. Role-plays on those steps, the toughest objections and positioning the offer. In trios: seller, customer, observer. Roles rotate. Everyone practises their own weak spot. The manager and the trainer move between groups and coach live.
The honest review. The sword has been tested. Now the truth. Each person says it out loud. How did it feel? Where did it work? Where did it break? And the question that matters most: how will this help me reach the goal? The trainer gives direct feedback. Hard on the work, kind to the person. Everyone hears how far one round has taken them.
The hero comes home with something to show. Each person builds a personal journey map. My share of the goal. The limiting belief I will break. The new habits I will build. The new skills and success patterns I will learn. The first step tomorrow. My next customer. With confidence and a clear vision. Supported by the manager and the AI assistant for the next 60 days.
The goal barometer again. All three questions, before and after. Then the real elixir: the journey itself. Every new goal, every new customer, the same cycle repeats. And every time, you are stronger. The coach hands the mentor role to the manager, in front of the team. The manager commits to a weekly check-in.
The full toolkit, including all 120 objection-handling techniques, stays in each person's workbook and AI assistant for the 60 days that follow.
Belief and resources, measured twice on the same day.
The numbers most trainings never show you. You see whether your team's belief in the goal moved, and exactly where they say resources are missing. Belief can change in a day. Some resources need your decision, so that list comes to you.
Two mentors
One brings the method. One stays on the road.
The outside mentor
The coach
Edgars arrives with the method, the outside view and the tools. He prepares your manager, leads the day, and runs the online review.
After the event his method keeps working through the AI assistant, which challenges, debriefs and reminds for 60 days.
The inside mentor
Your sales manager
Knows your products, your customers and your people. Prepared before the event, given a real role during it, and supported after it with a weekly view of the team.
The one who walks the road with the team every day. Long after the trainer has gone.
Passing the torch
At the end of the day, Edgars hands the mentor role to your manager, openly, in front of the team. From tomorrow, the manager walks the road with them, starting with a weekly 15-minute check-in. That is the moment training stops being an event.
The AI assistants
The coach leaves. The coaching doesn't.
Two assistants, built on Edgars' method and your company's goal. One for each salesperson, one for the manager. With them before, during and after the event.
For each salesperson
10 to 15 questions. Then a personal profile, a roadmap and a workbook with every step and the core method.
Used at set moments only: the assessment, the goal barometer, role-play feedback, the journey map.
Weekly missions. A rejection journal with a debrief after every "no". Practice on real objections. Reminders and a progress check.
For the manager
Help preparing the goal story, the hot seat and the mentor role.
A weekly team overview: who is moving, who is stuck, where to step in. Questions for check-ins, and guidance for coaching someone who is stuck.
What stays private
A salesperson's profile, belief answers and rejection journal belong to them. The manager sees team-level summaries, activity and skill progress. Never one person's private answers.
Honest answers only happen when people feel safe. So we make it safe.
The toolkit
Strategies that work on Monday morning.
No theory to admire and forget. Every participant gets Edgars' most powerful mental strategies and sales instruments. Tested in more than 15,000 real sales meetings, and ready to use on the very next call.
The inner game
Mental strategies
- State reset: the right inner state before a difficult call, in under a minute
- Reframing: a "no" becomes information instead of a wound
- Limiting belief change: find the belief that holds you back, and replace it
- Well-formed outcome: turn the company goal into a personal goal you can see and measure
- Neurological Levels · Robert Dilts: align purpose, identity, beliefs and daily actions with the goal
- Disney Strategy · Robert Dilts: dreamer, realist, critic: turn doubt into a workable plan
- Towards and away-from motivation: know what really drives you, and use it
The outer game
Sales instruments
- The Deal Line: seven steps of a sales meeting, always in the right order
- Rapport creation: trust in the first minutes, through verbal and nonverbal communication
- Customer Map: the questions that let the customer convince themselves
- Time Looping: objection handling, plus 120 techniques for your team's real objections
- DISC behaviour styles: recognise each type of customer, and how to deal with each one
- Offer positioning with FAB and USP: why your offer is the clear choice for this customer
- The three buying motives: earn money, save money, enjoy the process
- Story-based selling: customers buy meaning, not products
Learned on Tuesday. Used on Wednesday. Working by Friday.
Everything is in each person's workbook and inside their AI assistant, so the tools are there at the moment they're needed, not buried in a binder.
What the owner gets
Proof, not applause.
Most trainings end with a feedback form. This one ends with numbers you can put next to your 2027 goal.
- 01A team that has said its doubts out loud, and worked through them.
- 02Every salesperson with a personal plan tied to the company goal.
- 03A manager prepared and equipped to mentor.
- 0460 days of follow-through, without you chasing anyone.
- 05The goal barometer before and after the event: belief in the goal, resources to reach it, and belief in the team.
- 06A resource gap map: what your team says it's missing, sorted into what they can solve themselves and what needs a management decision.
- 07A day-60 report: repeat assessment, activity, progress and recommended next steps.
Your coach
Edgars Untals
Sales coach, NLP trainer, AI architect and founder of CCGroup. More than fifteen years and more than 15,000 sales meetings. Author of three Latvian bestsellers: Sales Magician, Don't Make Me Think and Corporate Tales.
Trained in the Hero's Journey and certified by Robert Dilts. Many of the techniques used in this programme come directly from that work.
Mentored by Richard Bandler, Robert Dilts, Stephen Gilligan and Brian Tracy. Certified NLP trainer. Outsourced trainer for Toyota Baltic for three years. Trains both salespeople and the managers who lead them.
As an AI architect, Edgars builds AI tools for sales professionals and managers: tools to attract B2B customers, coaching and mentoring assistants, success evaluation systems and growth tools that keep his methods working long after the training day. The assistants in this programme are his own work.
Teams trained for
Apple · Microsoft · Samsung · Toyota · Mercedes-Benz · IKEA · Coca-Cola · Volvo · Sotheby's
IKEA B2B lead conversion, with channel turnover ×4.5 in three months.
Ilze Vitina, LinkedIn recommendation
Transformative change with minimal effort.
Andrejs Gaivoronskis, Biosan, LinkedIn recommendation
Started using the new phrases with customers the day after the training.
Aleksejs Brambats, Head of B2B Sales, Tele2 Latvia
Deals per seller per day, after the team rebuilt its sales script.
Gints Viesturs Vārpa, LinkedIn recommendation
"Training ends when the trainer leaves. A journey ends when the hero comes home changed."
Honest fit
Is this for your team?
A good fit
- A B2B sales team of 5 to 30 people
- An ambitious goal for 2027
- A sales manager ready to take the mentor role
- You want results you can see, not a motivational show
Not a fit
- You want a one-off motivational speech
- Nobody will own the follow-through after the day
- The goal has no plan or resources behind it. Then we talk about that first.
Questions
Before you ask.
Which language is it delivered in?
Latvian or English. The workbook and the AI assistants follow the same language.
How many people can take part?
Up to 20 per group. Larger teams are split into groups, or a second facilitator joins.
Where does it happen?
At your office or a venue you choose, in Latvia or Lithuania.
How much of the manager's time does it take?
About 1 to 1.5 hours of preparation, the event day, a 15-minute weekly check-in with the team, and the 1-hour online review.
What happens to our data?
Answers are used only for the programme. Personal answers stay with the individual; the company sees team-level summaries. Every participant gives consent before they start.
When can we start?
Event dates are now being booked for January to March 2027. Preparation starts two weeks before your date.
How much does it cost?
The programme is tailored to your team's size and goal. Request an offer and you'll receive a proposal for your team.
The call to adventure
Give your team a new year that doesn't fade by February.
One conversation is enough to see whether this fits your team and your goal.