In the game of sales,
you’ve proven
you can be successful.
The question is: What game and who’s game are you playing?
A six-month immersive course for purpose-driven entrepreneurs, sales professionals, and marketing leaders.
WHO YOU ARE
You've Already Demonstrated Being a Result Producer.
You're not someone who needs to be convinced that sales matters or that business development is necessary. You've navigated difficult markets, earned trust in competitive environments, and built something that works.
We’ve identified the following archetypes in the business development world.
WHICH ONE ARE YOU?
— The Sales Personality: Charismatic, bubbly relationship builder who loves meeting people and selling.
— The Expert: Highly competent, disciplined expert who treats selling as a craft and constantly improves.
— The Bored Founder: Built a successful company but has mentally checked out and is now coasting.
— The Streak Seller: Alternates between high-performance bursts and long cold spells depending on mood or energy.
— The Accidental Leader: Top performer promoted to leadership but lacks the skills to build or manage a sales organization.
— The Lone Wolf: Elite individual performer who struggles to teach, delegate, or replicate their success in others.
— The Visionary Founder: Market leader who avoids selling activities and periodically outsources or delegates them.
THE ROOT CAUSE
The Forcefield of Sales
The moment you entered the sales world, you stepped into a world that was largely already constructed. A world with its own language, its own rules, its own definitions of what success looks like and what a "results producer" is supposed to be. Very little of this world did you have the opportunity to design and invent yourself.
We call it The Forcefield of Sales.
Like any forcefield, it's invisible. You don't see it — you adapt to it. You contort yourself to function inside it. And over time, its assumptions become your assumptions. Its language becomes your language. Its definition of success becomes your definition of success.
Because everyone is playing the same game, primarily the same way, it makes it almost impossible to imagine that anything else is possible.
What The Forcefield Is Made Of
The Forcefield of Sales is primarily linguistic. It lives in the words and concepts we’ve inherited about what success is, what salespeople are, how promotion and building a business should be done, and how the results get produced.
All of it creates a primarily transactional world where people become numbers, conversations become tactics, and listening becomes a strategy.
Most professionals never realize they’re inside this world, unconsciously having their vision, their thinking, and their self-worth limited and pre-determined by it.
The Forcefield of Sales doesn’t just limit how we think, work, and act. It limits who we are while we’re thinking, working, and acting. And eventually, it limits and predetermines what is and isn’t possible for us.
We Propose There Are Two Primary Ways of Being and Operating in The World of Business Development
THE SALES LABORER
Relies on effort and motivation as the primary fuel
Copies techniques from books, trainings, and managers
Treats customers as means to an end or numbers in a pipeline
Driven primarily by commission, recognition, survival, or making a living
Uses hard work and activity as the primary access to producing results
Has no chosen, created philosophy. Instead, operates on inherited, common knowledge and platitudes
Follows the latest marketing trends (AI, popular thought leaders, etc.)
Feels like they have to compromise or sacrifice who they are to make it in their industry
THE SALES PROFESSIONAL
Sourced by a created purpose: a Calling they’ve articulated and chosen
Invents compelling offers rather than delivering scripts
Sees customers as human beings with real concerns and real futures
Driven by contribution, value, and genuine service
Develops expertise through diligent study and reflection
Builds authentic, lasting trust vs. rapport or likeability
Is constantly investing in their education, learning, and growth
Most people think they're Professionals, when actually they're medium to high-level Laborers. This course illuminates the difference — and gives you access to becoming a true Sales Professional or (if you already are), elevating your game.
What If You Got to Design the Game You’re Playing?
Here’s what we know about games: they are invented. Every game that exists was designed by someone. Someone decided what the point system would be, what winning looks like, what mattered and what didn’t.
In the game of sales and business development, that someone wasn’t you.
The good news: you can change that. And changing it doesn’t require you to leave your profession, abandon your company, or blow up your career. It requires something far more fundamental.
It requires you to become a game designer, a new player, and design a new game. Your game. One where the rules, the point system, and the definition of winning are yours.
This begins with some of our key distinctions and conversations:
Being a Locus for The Extraordinary
Designing your own personal Professional Charter
Becoming a Designer of Compelling Offers
Developing The Autonomy to Quit
Becoming A Game Designer (Game Theory for projects)
Transforming your relationship with failure so that you’re freed up and empowered to
play fully
View Full Syllabus »
WHAT THIS CHANGES
This Isn’t About a New Approach. It’s About a New Way of Being.
The conventional promise of typical business development training is this: learn these techniques, use this formula, follow this process, and you’ll be successful. That’s one kind of training promise.
We’re making a different promise. In fact, we’re making a very unique promise.
We’re interested in who you become. Because we’ve found, across hundreds of sales professionals, founders, and business leaders, that when who you are shifts, everything else shifts with it. Your offers. Your conversations. Your relationships. Your results.
The person who walks out of this course is not a better version of the business professional who walked in. They’re a new kind of Sales Professional. One who has never existed in their industry before. Someone who:
Operates from created purposes and intentions, not targets and goals
Designs compelling offers rather than delivering pitches
Builds authentic trust rather than feigning performative rapport
Leads with their values rather than hiding behind a “sales personality”
Operates with the kind of dignity and integrity that makes them unique in their industry
Creates results with a new level of ease, flow, and genuine connection
Sees the marketplace differently (and therefore, sees opportunities and possibilities others don’t see
This is what we mean by a new way of being. Not a new set of behaviors you layer on top of who you already are. A genuine evolution of how you understand yourself, your profession, and the people you serve.
Selling is deeply human. It’s in our nature to connect with others, inspire new possibilities, and contribute to people’s lives. You don’t need to become a different person to sell powerfully. You need to be more fully yourself.
WHAT’S INCLUDED
Six Months. Three Cities.
One Permanent Shift.
The Anti-Sales Sales Course is a six-month immersive experience designed for established sales professionals, entrepreneurs, and marketing leaders who are ready to step out of the Forcefield and create their own game.
THREE IN-PERSON CONFERENCES
Los Angeles | Aug. 20-21, 2026
Phoenix | Nov. 12-13, 2026
Atlanta | Feb. 18-19, 2027
CLASSROOMS ON ZOOM
Twice Monthly
Tuesdays 1-2:00 p.m. PT | Starts Aug. 4, 2026
GROUP COACHING ON ZOOM
Twice Monthly
Tuesdays 1-2:00 p.m. PT | Starts Aug. 11, 2026
SMALL ACCOUNTABILITY GROUPS
INDIVIDUAL COACHING SESSIONS
For Tier 2 Participants only
This is not a course you take on the side. It’s a course that changes how you show up every day. In your calls, your conversations, your client relationships, and your sense of yourself as a professional.
Meet the Team
Jeff Willmore
FOUNDER & LEAD COACH
Naveed Bhatti
FOUNDER & LEAD COACH
Chris Novy
PARTNER & COACH
WHAT WE PROMISE
You’ll walk away with:
Your authored Professional BluPrint: your Life’s Calling, your Declaration of Purpose, and a clear articulation of what you stand for
Freedom from price-driven
and
commodity-driven selling
A breakthrough project methodology that replaces grueling work with designing your own game
A newfound pride and satisfaction in your profession that doesn’t require motivation to sustain
Dramatically elevated performance: not from effort, but from Living True
The fundamental principles required to constitute yourself as a locus for extraordinary results
You’ll leave this course as a purpose-driven connector who engages fully, leads with love, and plays the game at the highest level, while being completely, unapologetically true to who you are.
Step Out of The Forcefield.
Design Your Own Game.
Become a New Player.
TIER 1
$9,000
$8,000 if registered by June 30.
✓ 3 In-Person Conferences
✓ Bi-Weekly Live Classrooms
✓ Bi-Weekly Group Coaching
✓ Small Group Accountability
✓ Custom Course Workbook
TIER 2
$15,000
$14,000 if registered by June 30.
✓ Everything in Tier 1
✓ 1:1 Coaching Sessions
✓ Thursday Dinners with Jeff & Naveed
Non-Procrastinator Discount: Register by May 31, 2026 and save $1,000 on Tier 1 or Tier 2.