Our unique self-developed sales training fuels success

At Axis, lifelong learning is a mindset embedded into our culture and central to inspiring and galvanizing our sales teams. But what makes our training so unique in the industry? To answer that, we sat down with our sales training experts from across our three sales regions: EMEA, APAC and AMERICAS.

Joining the conversation were Henk Honders (Sales Trainer & Enablement Lead for EMEA), Kimelma Rondic Dumas (Internal Global Sales Training Manager), Steve Darragh (Sales Effectiveness Program Directo for the Americas), and Sargon Yousif (Sales Director for Oceania).

Where training meets culture

With nearly 30 years of IT sales experience, Henk Honders knows a thing or two about sales training. “To understand what makes our approach unique, you have to start with our two-tier sales model,” he explains. “We sell to partners—distributors and integrators—who then engage directly with the end customers. This unique set-up is reflected in our training, setting us apart from many others in the industry.”

The Axis Sales Methodology (ASM) is the in-person component of the Axis sales training. Steve Darragh describes how the ASM empowers our teams. “It gives our salespeople a shared language for sales conversations,” he says. “It’s a framework of practical, repeatable, and scalable skills built around our core values and unique culture.” Kimelma Rondic Dumas further highlights culture’s importance:

We go beyond simply teaching sales techniques; our learning programs are rooted in building trust and establishing long-term relationships, in line with our company culture.

“Unlike many organizations that hire third-party consulting firms with only general industry knowledge, our methodology was specifically created by and for Axis and is delivered by Axis experts.” Steve elaborates. “As a former Regional Sales Manager, I can genuinely empathize with the questions they ask. This approach ensures the material resonates more effectively, with real-life examples that make it easier for salespeople to apply in their day-to-day work.”

The learning journey

Our programs cover the full spectrum of professional growth from foundation to advanced and specialty training. “Training at Axis is not a one-time event,” Henk emphasizes. “It’s an ongoing journey that provides opportunities for our salespeople to continuously grow and develop professionally.” This development is highly personalized, with tailored tracks for different roles and career levels to ensure each salesperson builds the necessary skills.

In addition to in-person training, we provide a wealth of resources: podcasts, elevator pitch practices, videos and e-learning. We also offer in-depth product introductions, value-selling programs, technical training, and sales methodology training. We have also developed an external training for our partners. Steve sums it up well, “Our goal is to equip our salespeople with the right tools and remove any obstacles so they can do what they do best: sell.”

“We believe in our team members’ continuous growth and development,” Sargon explains. “Our approach emphasizes a blend of theory and practice, providing opportunities for participants to apply new knowledge immediately through hands-on exercises. By focusing on hard and soft skills, we help our salespeople build a solid foundation supporting long-term success. Through regular workshops, mentorship, and self-paced learning, we empower our team to stay ahead of industry trends and adapt to ever-changing market demands.”

Immersive and market-relevant

Henk’s approach to training is anything but conventional, which is what makes it so impactful. “I’m not a teacher at the front of the room; I’m a trainer,” he explains. His sessions are interactive and immersive, with role-playing, games, and teamwork exercises that mirror real-life situations. Feedback is also a core component: “We create a safe, open environment to encourage both giving and receiving feedback,” he says.

Flexibility is key to our programs, especially with our presence in diverse markets worldwide. Henk ensures each session resonates with its audience by customizing it for the local context while maintaining the core principles. Kimelma elaborates on this adaptability: “Our framework emphasizes universal skills and methodologies, at the same time, we tailor aspects of the training to reflect local market dynamics.

Empowering sales success: Insights from Axis sales training graduates

We asked two sales representatives who have recently completed the Axis sales training to tell us about their experience, what insights they gained and how it has helped them:

“When I started the training, I was expecting the standard information, so I was happily surprised to discover it is based on a unique methodology and philosophy that reflects Axis identity, culture and way of doing business. The process helped me understand how customers think and how to build customer engagement. It gave me the confidence to have meaningful interactions with my colleagues and clients and helped me to enjoy the selling experience even more!”

Mira Sleiman, Account Manager, Sales – Western Arabia

“The Axis Sales Methodology helped me understand that having the best product/solution on the market isn’t enough to sell it. We must understand the customers’ needs, listen to them, and present the best solution. After the training, I started using a structured plan to engage customers; the results were immediate, with more projects and sales.”

Ricardo Pereira, Key Account Manager, National Sales Iberia

Expect an exciting career in sales at Axis

Why should you consider joining Axis Sales teams? Sargon gives his perspective, “We are a place for those who want to build a long-term career, with plenty of opportunities to grow, develop, work with the latest technology and try new things.”

Are you ready to elevate your sales career and work with a global leader in technology? Explore open sales roles at Axis Communications and join a company that values learning, innovation, and collaboration.

---

Want to join the team?