The ARMBAR® Sales Methodology
Stop relying on individual heroism. Install a repeatable Sales Enablement Framework that guarantees revenue certainty.
"Leverage is the great equalizer." In BJJ, it allows a smaller opponent to defeat a giant. In Sales, it allows you to control enterprise deals, negotiate from strength, and close with certainty. ARMBAR® is the blueprint for finding and applying that leverage.
The Reality Check
Why Traditional Sales Training Fails
The "Friend Zone" Trap
Your reps are having "great conversations" but getting ghosted. They mistake rapport for leverage. They are hoping the prospect likes them enough to buy. Hope is not a strategy.
"Happy Ears" & Fiction
Your pipeline is full of "maybe." Your team hears what they want to hear, ignoring red flags. You can't predict revenue because you lack a systematic framework for qualifying deals OUT.
Discounting for Survival
When the deal gets tough, your team drops the price. They lack the negotiation leverage to defend value, so they trade margin for a signature.
The ARMBAR® Advantage
Sales is Combat without the Violence.
It requires Leverage.
Created by John Martino, Fortune 500 Sales Leader, 9-Figure Deal Closer, and BJJ Black Belt.
Most methodologies are just qualification checklists. They tell you what information you need, but not how to get it.
ARMBAR® is an execution system. It applies the principles of martial arts leverage to the corporate boardroom, giving your team a repeatable sequence to gain advantage, control the timeline, and lock in the win.
The Methodology Framework
The 6 Pillars of Deal Control
A systematic, repeatable framework that gives sales professionals the leverage they need to consistently close deals and exceed quotas.
Authority
It's not just 'who signs.' It's 'who can say no?' We teach reps to map the entire political landscape, identifying the Economic Buyer, the Champion, and the Veto-Holders.
Requirement
Pain is not enough. We teach reps to uncover the Compelling Event, the specific business driver that makes 'doing nothing' more expensive than buying your solution.
Moment
'Why now?' If you can't answer this, you don't have a deal. We teach how to align your close date with the customer's critical timeline, creating genuine urgency.
Budget
Never write a proposal without knowing the number. We train your team to have the 'money talk' early, comfortably, and accurately, ensuring funds are allocated before you commit resources.
Approach
The 'Sequence of Events.' This is the roadmap to the signature. We prepare your team to navigate Procurement, Legal, and IT Security so you don't get stalled at the finish line.
Risks
The silent deal killers. We systematically identify competitors, internal blockers, and budget shifts before they happen, creating a mitigation plan for every single deal.
Tailored Enablement Programs
Built for Your Team, Not the Masses
We don't do cookie-cutter seminars. While the ARMBAR® framework is consistent, every engagement is tailored to your specific industry, deal size, and team challenges.
The Framework
1-Day Intensive
Perfect for Sales Kickoffs (SKO), Refreshers, and Small Teams who need a unified language.
- Customized Agenda
- Full ARMBAR® Overview
- Territory Planning Workshop
- Modern Prospecting Tactics
- INCLUDED: 3 Months Ongoing Coaching
The Transformation
3-Day Master Class
For elite teams running complex enterprise sales. Deep dive into negotiation and execution.
- Fully Customized Curriculum
- Advanced Negotiation Battle-Testing
- Complex Deal Simulation
- Individual Video Coaching
- INCLUDED: 1 Year Ongoing Coaching
The Application
2-Day Deep Dive
For High-Growth Teams and SaaS Reps needing behavioral change and muscle memory.
- Custom Case Studies
- Live Roleplay Scenarios
- Proposal Development Workshop
- Interactive Deal Review
- INCLUDED: 6 Months Ongoing Coaching
*The options above represent typical engagement structures. Your actual curriculum will be custom-built during our discovery phase.
Results or Your Money Back.
We don't just teach theory, we drive results. We offer a 90-Day Money-Back Guarantee. If your team's close rates do not improve within 90 days of completing our training, we will refund your investment.
*Restrictions apply.
Led by Real-World Experience
John Martino isn't a "career trainer." He is a career closer.
- Former Sales Leader at Oracle, Salesforce, SAP
- 9-Figure Deal Experience
- #1 Amazon Bestselling Author
- 1st Degree BJJ Black Belt
"John is a proven leader with excellent execution! He has a vast array of experience to tap into... our engagement was a blessing!"
- Josef Ondrejcka, CEO, Cloudbeast.io
Why ARMBAR® Works
ARMBAR® addresses the fundamental problems in sales: poor forecasting accuracy and inconsistent methodologies.
Leverage-Based Approach
Unlike other methodologies that focus on single aspects, ARMBAR® uses leverage principles from Brazilian Jiu-Jitsu to systematically gain advantage throughout the sales cycle.
Forecast Accuracy
ARMBAR® takes the guesswork out of deal probability by providing a systematic framework for qualifying deals in. And more importantly, qualifying deals out.
Always Be Qualifying
Move beyond "Always Be Closing" to "Always Be Qualifying." Every customer interaction becomes an opportunity to strengthen your position and gather critical information.
Risk Mitigation
Identify and address risks early in the sales cycle, preventing last-minute surprises that derail deals and damage forecasts.
Frequently Asked Questions
Get answers to common questions about ARMBAR® sales training.
No. While many methodologies focus heavily on qualification (checking boxes), ARMBAR® is a complete end-to-end revenue system. It combines deep qualification with execution, negotiation, and closing leverage. It replaces the need for fragmented frameworks by giving your team one unified language for the entire deal lifecycle.
'Happy Ears' comes from a fear of asking hard questions. We train your team to seek the 'No' early. By focusing on Risks and Authority upfront, we force reps to validate reality rather than sell to hope.
No. ARMBAR applies to the entire lifecycle. SDRs use it to qualify leads. AEs use it to manage the cycle. Customer Success uses it for renewals. It creates a unified revenue language across your entire organization.
Then you are losing deals to 'No Decision.' The R (Requirement) module is specifically designed to turn 'Nice to Have' into 'Must Have' by uncovering the Compelling Event and attaching financial consequence to inaction.
Yes. That is the core of our offer. Every workshop includes ongoing virtual sessions (3 months to 1 year depending on your package) to ensure the training translates into revenue.
Give Your Team the Leverage to Win.
Don't let another quarter slip by with "slipped deals" and missed forecasts. Instill a system of revenue certainty today.