It All Started With Demo2Win!

Why Did We Create The Demo2Win Certification?

At 2Win!, we believe the most powerful sales experiences are built on human connection, intentionality, and clarity. Our focus has always been to help you drive results. Not just by showing you how to run better demos, but by helping you connect with your buyers in a real way.

When you show up with purpose, your buyers feel it. The fact is, the decisions they make today will shape their business for years to come, and your role in that journey matters. You're not just selling a solution, you’re helping someone make a meaningful, high-stakes decision with confidence and clarity.

Our trainings go beyond frameworks. While tangible skills are absolutely important to success, you also need to learn how to lead with empathy, ask better questions, and guide conversations that produce outcomes buyers can truly believe in. The result? Long-term success, for your customers and for your own career.

You can hustle. You can hit your goals. But we believe you can do that and stay focused on people. That’s what creates long-term success.

The 2Win! approach has been shaped by decades of partnering with real sales, presales, and customer success professionals and teams to learn what works and more, what lasts. Our history, community, and our commitment to making world-class enablement accessible to all are what continue to set us apart.

History

Our flagship certification, Demo2Win, has been around for over 20 years. It was built on a simple concept: customers need to drive impact in their organization and they're looking to you for help. By placing focus on delivering organizational value and correcting your own bad habits, you can dramatically change the trajectory and velocity of a sale. This was true then and arguably even more relevant today.

Software product demos tend to focus heavily on features and function. As a sales engineer, you know your solution better than anyone else, including your buyers. The problem is, your buyers may not need or care about every function. When you present the same script to every buyer, you lose focus on how your solution can actually meet their needs, leaving deals stalled out or worse.

Our founder, Bob Riefstahl, has always believed in the power of human connection. During his career, he changed his focus from talking about his solution to truly listening to his buyers. He started having more clear, thoughtful conversations. What he found changed everything. When you lead with empathy and clarity, buyers understand more, feel more confident, and move forward. This idea became the heart of Demo2Win.

Fast forward to today, and our techniques and frameworks have transformed the trajectories of thousands of careers.

Community

2Win! Certification has become the global standard for demonstrating mastery of complex software solutions and has been recognized as a game changer in career trajectory.

A big part of what makes 2Win! different is our community of world-class facilitators. When you take part in any 2Win! training, you’re learning from people who have not only mastered their craft, but did so through the very principles they now teach. You gain direct access to the people and methods that meet you where you are and help you grow into where you want to go.

We hear countless stories of early presales talent who have completed our trainings and become leaders of their teams and beyond. We have also witnessed the meteoric rise of leaders to executive levels through the adherence to 2Win! sales principles and foundations.

Commitment to Access

We built Demo2Win! Certification to be scalable, accessible, and high-impact. It works because it adapts to the modern challenges sales teams face: onboarding at scale, coaching across geographies, and standing out in a crowded buyer environment.

We continually refine our process and update our tools, setting the pace in modern sales practices and passing continuity to our community (you). Our curriculum continues to evolve to support neurodivergent learners, multiple languages, and individuals of all abilities, because meaningful learning should be accessible to everyone.

Our curriculum has subtitles in English, Spanish, Mandarin, Japanese, Korean, Italian, and French, our visual requirements to meet the accessibility standards of WCAG 2.1 AA on all materials and WCAG 2.1 AAA on large text, and our materials are compatible with e-reader functionality.

Because of our global reach, we are able to offer multilingual coaching and accessible formats for AI-generated role-play feedback. With the introduction of our AI Coach, Wyn, your team can continue to receive coaching based on 2Win! curriculum whenever they need, in a format that works.

Our training keeps pace with your growth, and we are just as committed to listening as we are to leading. 

Inspired by You

Demo2Win! Certification was created by sales experts with sales professionals in mind. Our curriculum writers, executives, and facilitators have all navigated tough quotas, changing markets, global pandemics, and, of course, demonstrating product complexity.

Peer building and refinement are hallmarks of our training. Don't take our word for it. We have customer stories, case studies, and thousands of testimonials that we continually review and evolve to meet your needs. You inspire our work.

Earning your certification is more than just a badge, it's a signal to your team, customers, and the global presales community that you understand how to engage with more authenticity, skill and professional empathy.

There's more to this certification than just a badge. Find out for yourself and join us.