CHRIS RITSON

Play the "Get Day 1 AE-Ready Masterclass" Now

Based on your scorecard, this is the biggest blocker getting in your way to becoming an AE:

Discovery & Qualification Mastery

You’re having good conversations, but they’re not giving you enough leverage later in the deal.

What this means for you:

You’re able to start conversations and easily build rapport with a prospect. But your discovery process isn’t giving you enough leverage to use later in the deal.

What this means for you:

You’re able to start conversations and easily build rapport with a prospect. But your discovery process isn’t giving you enough leverage to use later in the deal.

What this means for you:

You’re able to start conversations and easily build rapport with a prospect. But your discovery process isn’t giving you enough leverage to use later in the deal.

What this means for you:

You’re able to start conversations and easily build rapport with a prospect. But your discovery process isn’t giving you enough leverage to use later in the deal.

Here's the thing:

Most SDRs are trained to ask questions to advance a meeting, not to advance a decision.

In other words, most sales reps learn to rely on asking good (yet surface-level) questions instead of better, decision-shaping questions.

This may work early on in the relationship, but you’ll quickly find out that you’ve been trapped in an illusion that all goes well.

Until the deal starts breaking down when:

Multiple stakeholders enter the deal leading to misalignment

Competing internal priorities start pulling stakeholders in different directions

A prospect asks for lower pricing, more time, or bigger concessions

At the AE level, discovery isn’t about qualifying the prospect (yet).

It’s about qualifying the problem you can solve, shaping how the buyer frames that problem internally before solutions are ever compared.

Why change matters for the organization and their teams

Who actually cares (and who’s calling the shots)

What happens if nothing changes in an ROI-tied language

In other words?

Discovery offers you the shortest path to figuring out if you can help the prospect achieve their goals, before you even start qualifying them.

Until that shift happens, deals will continue to stall or drift out of your control.

And, without owning a full deal cycle, it’s easy to miss how early discovery decisions quietly limit any leverage you may have later on.

Filling this gap isn’t about effort but exposure to how these decisions play out downstream.

It’s about having access and context.

And if you’re open to it, that’s exactly what I can help you with.

Hi, I’m Chris Ritson.

When I started in Sales back in 2012, I wanted only one thing:

Get to the top as fast as I could.

It took me 18 months as a rep and 6 months of hitting quota to finally get promoted to AE.

I shadowed every AE call I could, studied how top performers ran demos, built business cases for accounts that weren't even mine just to put in the reps.

Since then, I built global SDR teams at Perkbox, Peon, and Tessian as a Sales Director. All three exited for a combined $1.5B. Now, I run my own 7-figure business.

And if you’re anything like the SDRs I train, maybe you share this ambition, too:

You want more out of your career, not just a lucrative OTE or comp package.

My mission is to help 100,000 SDRs learn a better way of selling than the quantity-driven predictable revenue approach.

Because, while I believe that predictable revenue has a place, it also has a ceiling.

And, in a world of AI and automation, your competitive advantage is not the latest AI tool, but how good you are at building human connections and relationships.

And because you’re actively looking to progress in your career and go from an SDR to an AE within the next year…

I invite you to join me for the

“Get Day One AE-Ready” Masterclass

Where I’ll decode your assessmentresults and shine light on what might be getting in the way of your progress and how to get past that.

This masterclass flips AE readiness on its head and shows you that it’s not about closing harder, learning more sales tactics, or waiting for permission.

Rather, it’s about removing the invisible blockers that keep capable SDRs like you from being trusted with revenue.

Play Now

AE is SO much harder than I first thought.

The care Chris has for everyone who wants to get there is immense.

Nderim Gerguri

Account Executive

SDR → AE (promoted 3 weeks after completing the SDR to AE bootcamp)

The “Get Day ONE AE-Ready” Masterclass is for you if…

You’re hitting quota as a strong SDR

But the question of “When do I actually become an AE?” is starting to feel uncomfortably real (and you don’t want your progression to depend on missing training, internal politics, or someone else noticing your potential).

You’ve heard about capable SDRs who struggle to ramp up after getting promoted

And you want to make sure that, when your opportunity comes, you’re not just getting a new title, but are ready to own deals from day one.

You care about credibility, trust, and building long-term career leverage.

You don’t just want the AE title:

You want to be the person managers feel confident trusting with complex deals, forecasts, and revenue.

You’re at a point where “booking meetings” no longer feels like progress…

And you’re ready to start operating like a sales rep whose decisions directly impact pipeline, deals, and outcomes.

Here’s what we’ll cover:

Why most SDRs who ‘do everything right’ still get told they’re not ready

(and the hidden criteria leadership looks for when making promotion-ready decisions)

The subtle difference between SDR execution and AE judgment

and how managers spot it instantly (I’ll show you how to start showing the second before your title ever changes)

The traps that keep capable SDRs stuck in “meetings booked” limbo

instead of being trusted with real deals (and the critical shifts you need to make to become Day One AE-Ready)

Play Now

Get the context most SDRs never see