5
Languages offered
English | French | Dutch German | Spanish
70+
Combined years of
experience as a team
10+
Automotive brands we have worked with
1000+
Sales consultants we’ve
trained as a team
Meet The Team
Willem Wester –
Founder & Sales Trainer
With over 35 years of experience, Willem has been at the forefront of the automotive industry’s rapid evolution.
He has trained hundreds, if not thousands, of sales consultants across a wide range of topics, and has built fully customized training programs for premium automotive brands.
Widely known as the team’s go-to expert, Willem specializes in designing customer journeys that are dynamic, memorable, and truly customer-centric. If you’re looking for someone who can elevate your sales force and help them make a meaningful impact, look no further than Mr. Wester.
Languages spoken: English | Dutch | German
Areas of expertise
Learning Curriculum & Brand Training
Designs complete, brand-aligned training ecosystems from the ground up.
Assessment Design & Coaching
Develops the standards, scoring, and scenarios for high-level assessments.
Sales Simulation & Skill Development
Creates rea-world training environments that build competencies and confidence.
Roxana Alexandru –
Instructional Design & Assessment Lead
Roxana’s background makes her uniquely equipped to ensure every detail is precise, practical, and grounded in real human behavior. With a Master’s degree in Psychology and over five years of experience in Sales Training and Instructional Design, she builds content that truly clicks, and sticks, with your team.
No project is too big or too small. Every deliverable is crafted with care, aligned with your brand values, and designed to be clear, engaging, and easy to implement. She understands that time is sacred in sales, which is why her work is always focused, relevant, and immediately useful.
Languages spoken: English | French | Romanian
Areas of expertise
Learning & Instructional Strategy
Designs customer journeys that feel intuitive, relevant, and immediately usable.
Content Development for Training
Creates brand-aligned content that strengthens storytelling, and improves skill retention.
Assessment & Behavioral Coaching
Develops structured evaluation criteria and delivers feedback that’s honest, and actionable.
Eddie Avila –
Automotive Experience Lead
With over 25 years in the automotive world, Eddie brings a rare blend of deep product knowledge, hands-on sales experience, and leadership across every segment, from entry-level brands to top-tier luxury. He’s a true car guy through and through; if it has wheels, an engine, or a badge, he can tell you its history, quirks, and how it stacks up against the competition without missing a beat.
Eddie is our not-so-secret weapon in role-play sessions. His ability to recreate real-world customer behaviors, objections, and scenarios makes training immersive, challenging, and incredibly effective.
Languages spoken: English | Spanish
Areas of expertise
Product Mastery & Industry Knowledge
Brings unmatched product insight. If it has a badge, an engine, or a story, he knows it.
Sales Expertise Across All Segments
Has lived the full spectrum of sales, from showroom interactions to managing teams.
Realistic Role-Play & Scenario Simulation
Replicate genuine customer behaviors to prepare delegates for the real showroom floor.
Willem Jagtman –
Training Facilitator
With a natural talent for storytelling and a knack for bringing scenarios to life, Willem has become an invaluable presence in our corporate training videos. His ability to step into the mindset of a salesperson helps delegates connect more deeply with the material and see themselves in the situations they’re learning from.
As he expands his role within the team, Willem is increasingly involved in live workshops, where his grounded, relatable delivery and practical industry instincts add realism and clarity to every session. He brings an approachable, down-to-earth energy that makes training more engaging, memorable, and easy to apply on the job.
Languages spoken: English | Dutch
Areas of expertise
Script Facilitation & Role-Playing
Brings training content to life through realistic, engaging simulations.
Workshop Support
Supports, and guides participants through exercises during workshops.