About

The Sales Reset approach

An approach, not a training course. Sales Reset equips and inspires B2B sales teams to align the expectations of all key stakeholders before commitments are made. Not just customers. Delivery and operations colleagues and partners, too.
Accountable for outcomes, not just targets. For decades, salespeople have been accountable only for winning business and hitting their targets. Sales Reset makes them increasingly accountable for the quality of outcome definitions they co-create with customers. Not instead of sales targets. Alongside them.
Designed to improve commercial results. Customers who achieve the outcomes they expected are more likely to buy again. Outcome accountability makes sales targets easier to hit, not harder.
The system, not just the people. Most salespeople work exactly the way their organisations have designed them to work. Sales Reset changes the system: incentives, processes, coaching infrastructure, and accountability shared with delivery and operations.

Founder of Sales Reset. Peter has been an independent B2B sales trainer, coach and strategy consultant since 1985.
Founding Fellow, Institute of Sales Professionals. FF.ISP.
Always the outsider. Peter's entire professional training, coaching and consulting career has been spent working with other people's sales teams and companies.
Influence, not authority. Unlike most of his peers, Peter has achieved all his results and impact through influence and facilitation alone, not authority.
Why it matters. This experience has shaped Sales Reset, which assumes the same conditions salespeople face with their customers: no positional power, no mandate, just the quality of the conversation.

Problems Peter has been wrestling with for decades. Sellers who couldn't take good enough notes. Sellers who lacked the literacy skills to turn conversations into bespoke proposals. A prevailing culture that rewarded winning orders over enabling outcomes.
Now solvable. AI has removed the barriers that made outcome accountability impractical at scale. Sales Reset combines what AI now makes possible with what Peter has spent a career learning: how to change the sales system from outside.
There's a deeper story. The conviction behind Sales Reset lives at peterbutton.com.