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:

Negotiation & Deal Control

You’re building relationships with prospects, but the deal isn’t moving on *your* terms.

What this means for you:

You’re doing a lot of the right things already.

You turn meetings into demos and get the verbal “yes” but then find yourself chasing prospects or struggling to handle tough, unexpected objections.

What this means for you:

You’re doing a lot of the right things already.

You turn meetings into demos and get the verbal “yes” but then find yourself chasing prospects or struggling to handle tough, unexpected objections.

What this means for you:

You’re doing a lot of the right things already.

You turn meetings into demos and get the verbal “yes” but then find yourself chasing prospects or struggling to handle tough, unexpected objections.

What this means for you:

You’re doing a lot of the right things already.

You turn meetings into demos and get the verbal “yes” but then find yourself chasing prospects or struggling to handle tough, unexpected objections.

So when the deal reaches those later stages, you realize that control starts to slip and you’re losing any leverage you thought you had.

This often looks like:

Prospects suddenly asking for discounts, after giving you a verbal “yes”

Legal or procurement slowing down the deal momentum you’ve been building

Struggling to move from another verbal “yes” to a signed contract

Most SDRs haven’t been taught that negotiation isn’t a late-stage event. (And that’s IF they even get internally trained by their companies.)

Negotiation is a process that starts at discovery and long before you discuss pricing.

So by the time negotiation becomes visible, most of the leverage has already been won, or lost.

At the AE level, negotiation looks less like defending price and more like confirming decisions that were already made earlier in the deal.

Hint: Deal control shows up in how often the buyer asks you what should happen next.

You can see the results in:

How you’ve handled discovery (and whether you surfaced the deeper objections)

How you positioned the demo (and whether the story tied to business objectives)

How you’ve set the right expectations (without resorting to high-pressure tactics)

Without that foundation, closing becomes reactive instead of intentional and strategic.

And without exposure to end-stage deal dynamics, it’s natural to assume negotiation is about tactics, rather than a clear and professional structure from the get-go.

Filling this gap isn’t about toughness but knowing where leverage is built long before pricing.

It’s about having access and context.

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

And without exposure to end-stage deal dynamics, it’s natural to assume negotiation is about tactics, rather than a clear and professional structure from the get-go.

Filling this gap isn’t about toughness but knowing where leverage is built long before pricing.

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.

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.

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