Do you cringe when you have to "admit" that you are in Sales?
SALES REDEFINED
Build Trust, Solve Problems
September 8-12, 2025 | The Sandman Hotel | Hamilton, ON
Sept 8-12 | Hamilton, ON
Welcome to a new era of selling, where trust isn’t a buzzword, it’s your competitive superpower. In just five days, you’ll transform how you think, speak, and lead in sales.
With Jeff Walters
Creator & Principal Instructor of Sales Redefined. Author of Unmasking Your Authenticity.
24 Seats Available
In this 5-day, cohort-based immersive program, you’ll experience a complete redefinition of what it means to sell. One cohort. One week. Real results.
How Many More Deals Can You Afford to Lose?
Are you chasing leads that disappear?
Missing targets — even when you're doing everything “right”?
Feeling stuck using outdated tactics that no longer work?
You’re not alone. And you're not the problem.
The old way of selling is.
Today’s buyers want to be understood, not pressured.
They don’t want a pitch — they want a partner.
Sales Redefined: Build Trust, Solve Problems
A 5-day, in-person cohort to help you:
Share your message with clarity
Communicate your value with confidence, connection and conviction.
Serve your clients with purpose
Lead with empathy, ask better questions, and put people over pressure.
Solve real problems that lead to real results
Deliver solutions that matter — and close with integrity, not scripts.
This isn't another sales seminar. It’s a complete reset.
You’ll walk away with a human-centered, trust-first system that actually works — and feels good to use.
Created by Jeff Walters,
Author of "Unmasking Your Authenticity" and 30-year business leader.
Sales Redefined is built from experience — not theory.
“This is everything I’ve learned, tested, failed at, and mastered. It’s the system I wish I had 30 years ago.”
- Jeff Walters, Creator & Principal Instructor
One cohort. One week. Real results.
If you're ready to grow your business by building deeper relationships, asking better questions, and offering higher-value solutions, Sales Redefined is for you.
Real Story... Real Transformation...
Real Impact.
“After 40 years of being self-employed in the sewing and drapery business, I found myself in my 60s — suddenly single, emotionally drained, and financially devastated. I had no savings, no plan, and no clarity. I realized I hadn’t built a business. I had only built a job.”
That was the turning point.
Yes, one of our current team members initially came to Walters & Associates as a client. At rock bottom, scrubbing other people's toilets and cleaning houses just to survive, she took one last chance on herself and joined our coaching community.
Through real guidance, accountability, and a massive mindmove, she rebuilt-quickly. Not just her business — but her confidence, direction, and future.
Today, she’s thriving as a part of the Walters & Associates team. Proof that it's never too late to rewrite your story.
This is what Sales Redefined is about.
A system that helps you Share, Serve, and Solve — and finally sell with purpose.
This isn’t your typical sales training. It’s a five-day, in-person course where sales professionals, business owners, and team leaders step away from pressure-based tactics and into a high-trust, high-impact approach that actually works.
Join the next cohort and unlock your full potential in just one powerful week.
“Sales isn’t about convincing someone to buy. It’s about helping them solve a problem they care about.” - Jeff Walters
Who This Program is For
Sales Redefined is for:
Owners of mid-sized business owners who want their teams to lead better sales conversations
Leaders looking for outside help with trust, leadership and strategy
Sales Directors needing to upskill teams beyond surface-level tactics
Graduates of high-energy coaching now craving structure, follow-through, and practical implementation
Consulting-friendly organizations
This will not be a good fit if you're:
An early-stage solopreneur... or
looking for quick wins, motivational scripts, 10X language... or
transactional sellers looking for manipulative tactics... or
not open to coaching and transformation.
Curriculum Content
Share
On Day 1 and into Day 2, we'll cover topics like The State of Sales Today, Redefining Sales : Share, Serve, Solve Framework, and Understanding Trust in the Sales Process.
These seminars and workshops will build your foundation of understanding how selling starts with sharing.
Serve
In Days 2 and 3, we'll dive into: Buyer Psychology & the Trust Gap, Listening to Learn: The Art of Discovery, Building Better Questions, and Presenting Without Pitching.
These seminars, workshops, and guest lecturers will teach you how to serve your audience to stand out in the current buyers market.
Solve
Day 4, and Day 5, we'll cover topics like Frameworks for Problem-Solving Conversations, and Objections, Resistance, and the Trust Lens.
These workshops, role-playing scenarios, and guest lecturers will leave you with a personalized sales action plan.
24 Seats Available
As a participant in Sales Redefined, you'll receive:
5-day course with Jeff Walters hosted at the Sandman Hotel, Hamilton, Ontario - September 8-12, 2025
Fully prepared study materials waiting for you each day
A signed copy of Unmasking Your Authenticity by Jeff Walters
VIP Bonuses
Upgrade your ticket to get:
A private consultation hour with Jeff Walters to address a specific business problem you're facing, followed by a written strategy plan
5-day course with Jeff Walters hosted at the Sandman Hotel, Hamilton, Ontario - September 8-12, 2025
Fully prepared study materials waiting for you each day
A signed copy of Unmasking Your Authenticity by Jeff Walters
Testimonials
"Jeff is such a wonderful speaker! The message he brings is so very useful and inspiring! I highly recommend his expertise for any business owner!"
Joy Webster, TWD
"Changes your mental mindset about your business and doing things to make you more efficient and profitable."
Nicole Reynolds, Nicole Reynolds Mortgages
"Go! If you want insight into how to make your business successful (or more successful), you need to go. Seriously! Just go!"
Heather Swann, Plan(t)Wise Garden & Landscape Design
"It was very informative and gave me great ideas to help with my business start-up. Made me really think about things I need to consider as I grow my business."
Alishia Lavalee, Lavalee Legal Services
"I have had the opportunity to work with Jeff personally as well as with mutual clients. Jeff's ability to target the foundations of a business and foster transformational change is remarkable. I have witnessed my own business gain a laser-sharp focus into our most productive outputs with a clear game plan that fosters trust and communication from all team members. I highly recommend Jeff to professionals in any industry who want to take seriously their potential to get the most from the time they invest into their business!"
Michael Liddiard, Liddiard Law
"Jeff’s exceptional ability to curate thought-provoking discussions created an environment ripe for collaboration and innovation. His insights into emerging trends and strategic thinking challenged us to rethink our approaches and inspired new ideas that we could take back to our organizations."
Kyle Young, Kyle Young Financial Services
Meet Jeff Walters
Creator & Principal Instructor
Jeff Walters is the founder of Walters & Associates, and the visionary behind Sales Redefined: Build Trust, Solve Problems.
We're flipping the script and changing the rules of business in a landscape that is quickly losing its authenticity.
With over 30 years of real-world experience in sales, leadership, and business strategy, Jeff has been in the trenches — experimenting, evolving, and rewriting the rules of what truly works in today’s marketplace.
He is the author of the recently published book,
Unmasking Your Authenticity, and is widely respected for his ability to blend emotional intelligence with practical, results-driven sales strategy. His approach is trusted by entrepreneurs, executives, and high-performing sales professionals across Canada.
Now, as the architect of this immersive sales academy, Jeff steps into the role of Principal Instructor as a seasoned guide who’s walked the walk.
He’s curated the “greatest hits” of everything he’s learned over three plus decades: what builds trust, what closes deals, and what elevates professionals to true sales leadership.
Jeff has distilled the best of what actually works into a practical system built to help you Share, Serve, and Solve — and finally sell with purpose.
“This isn’t about teaching tired tactics — it’s about truly redefining sales for a trust-first world.”
- Jeff Walters
FAQs
What makes Sales Redefined different from other sales training programs?
This isn’t a one-size-fits-all script or high-pressure technique that we teach. Instead, you’ll learn a system rooted in 30+ years of experience — distilled into the Share, Serve, Solve model. It’s modern, it’s practical, and it’s designed to elevate trust and results from day one. You’ll leave with real tools, not fluff.
Is Sales Redefined worth the investment?
What’s the cost of one more lost deal? Or one more quarter of missed targets? Your enrollment tuition is an investment in clarity, confidence, and capability — the kind that can pay off with your very next conversation. We’ve priced Sales Redefined to deliver lasting ROI for individuals and teams, starting from $2,997 per person.
Is food and lodging included?
You are responsible for ensuring you have lodging for the week. Meals are not included although refreshments will be provided each day. The Sandman Hotel is surrounded by a shopping center, with the downtown Hamilton just 20-minutes in one direction, Burlington 20 minutes in another, and the beautiful Niagara Region only 30 minutes away.
Will there be free time throughout the day?
Like any higher education course, most of your day will be spent in the classroom in seminars, workshops, and hands-on activities. Class runs until about 4:30pm each day, so your evenings are free for you to enjoy as you wish.
Office: #300- 1100 Burloak Drive, Burlington ON L7L 6C7
Call: 289-821-4869
Email: [email protected]
Site: waltersandassociates.ca