Sales teams are trained. Coached. Equipped. So why are results still inconsistent?
Because the real bottleneck isn't tactical; it's the invisible money beliefs that sales training can't reach. Dave provides the framework to finally address the root cause of forecasting nightmares, stalled deals and money left on the table.
Sales teams are trained. Coached. Equipped. So why are results still inconsistent?
Because the real bottleneck isn't tactical; it's the invisible money beliefs that sales training can't reach. Dave provides the framework to finally address the root cause of forecasting nightmares, stalled deals and money left on the table.
What's Really Holding Sales Team Back?
Even after major investments in training and technology, many sales leaders find themselves grappling with a familiar set of frustrating patterns. These issues aren't a reflection of your strategy or your team's talent; they are symptoms of a deeper, unaddressed bottleneck that creates an invisible ceiling on revenue.This is what it looks like when that deeper issue is at play. It’s the nagging feeling that despite providing the best resources, your team is STILL:→ Jumping to discount too quickly
→ Uncomfortable discussing budget
→ Chasing after unqualified leads
→ Closing small deals but unable to close big deal wins
→ Wasting time running a sales cycle with the wrong buyer
→ Struggling to hold customers accountable in negotiationsIf these symptoms persist, the problem isn't tactical; it's subconscious.The final, unaddressed variable is your team's personal money mindset. When a seller's internal beliefs about value conflict with the price of what they're selling, no amount of training can stop them from hesitating or self-sabotaging in the moments that matter most. Dave's work is designed to remove this barrier for good and closing the gap between your team's potential and their results.
What's Really Holding Sales Team Back?
Even after major investments in training and technology, many sales leaders find themselves grappling with a familiar set of frustrating patterns. These issues aren't a reflection of your strategy or your team's talent; they are symptoms of a deeper, unaddressed bottleneck that creates an invisible ceiling on revenue.This is what it looks like when that deeper issue is at play. It’s the nagging feeling that despite providing the best resources, your team is STILL:→ Jumping to discount too quickly
→ Uncomfortable discussing budget
→ Chasing after unqualified leads
→ Closing small deals but unable to close big deal wins
→ Wasting time running a sales cycle with the wrong buyer
→ Struggling to hold customers accountable in negotiationsIf these symptoms persist, the problem isn't tactical; it's subconscious.The final, unaddressed variable is your team's personal money mindset. When a seller's internal beliefs about value conflict with the price of what they're selling, no amount of training can stop them from hesitating or self-sabotaging in the moments that matter most. Dave's work is designed to remove this barrier for good and closing the gap between your team's potential and their results.
DAVE HAS BEEN FEATURED ON
How can Dave help?
How can Dave help?
Watch Dave's TEDx Talk
Watch Dave's TEDx Talk
What people are saying about Dave
What people are saying about Dave
Step Zero™ for Sales Teams
The name of our workshop says it all! Step Zero. The Foundation. The Step Before the Rest.This jam packed one day workshop trains high performing sales teams on their money mindset and beliefs.Your team is always leaving money on the table. The question is why. Everyone else out there is teaching sales tactics and strategies when there is something far deeper determining your success and failure. In this workshop, Dave is going to teach you how to get your team's money mindset in alignment so it doesn't become a subconscious challenge for them.The workshop can be delivered both in person and live online and will be customized to meet the specific needs of your people.
What people are saying about Step Zero™
What people are saying about Step Zero™
1:1 Money Coaching for 8+ figure Corporate Executives
Private 1:1 coaching available by invitation and referral only.
Have you ever secretly thought these to yourself?→ You feel trapped by your high income and extravagant lifestyle, unable to imagine scaling back even if it means sacrificing personal well-being or true passions. The idea of "less" feels like failure.→ Despite immense professional success, there's a nagging, secret fear that you're not truly financially savvy. You worry one wrong move could expose a lack of understanding which threatens your perceived competence.→ You feel a crushing pressure as your private financial anxieties begin to impact company wide decisions, jeopardizing the very reputation you've worked so hard to build.→ The relentless pursuit of wealth and career demands often strains relationships with family and friends. There's a sense that others either don't understand the pressure you're under or only see you for your money.→ No matter how much you earn, there's an ingrained belief that you should be doing more, earning more, or achieving more. This creates a perpetual state of dissatisfaction and you feel that enough is never enough.→ You worry deeply about the impact your wealth will have on your children or future generations. Will it spoil them? Will they be able to manage it responsibly? The legacy feels uncertain.→ Maintaining the image expected of someone at your level is both exhausting and expensive. You often feel compelled to buy things to project success rather than for genuine personal fulfillment.→ and many more ...Since 2016, Dave has helped hundreds of private 1:1 clients feel liberated from their deep money issues.Issues such as money anxiety, fear, doubt, uncertainty, significance, self worth, scarcity, impulsivity, feeling of "never enough", overspending to impress others, difficulty setting boundaries, emotional spending and saving, money hoarding and perfectionism around money ... just to name a few.By addressing the subconscious beliefs and thought patterns that cause you to trip over yourself constantly, Dave helps you break the negative cycle around money and on a path towards living a life filled with contentment, purpose and intentionality. This will enable you to make healthier and more conscious financial decisions in your role as a corporate executive and elevate your brand within the organization, allowing you to show up with greater confidence and energy in both your personal and professional lives.Dave's past clients include corporate executives, medical doctors, Air Force fighter pilots, Navy SEALS, 7-figure entrepreneurs and professional athletes.
Investment → $100k
ROI → priceless transformation
1:1 Money Coaching for 8+ figure Corporate Executives
Private 1:1 coaching available by invitation and referral only.
Have you ever secretly thought these to yourself?→ You feel trapped by your high income and extravagant lifestyle, unable to imagine scaling back even if it means sacrificing personal well-being or true passions. The idea of "less" feels like failure.→ Despite immense professional success, there's a nagging, secret fear that you're not truly financially savvy. You worry one wrong move could expose a lack of understanding which threatens your perceived competence.→ You feel a crushing pressure as your private financial anxieties begin to impact company wide decisions, jeopardizing the very reputation you've worked so hard to build.→ The relentless pursuit of wealth and career demands often strains relationships with family and friends. There's a sense that others either don't understand the pressure you're under or only see you for your money.→ No matter how much you earn, there's an ingrained belief that you should be doing more, earning more, or achieving more. This creates a perpetual state of dissatisfaction and you feel that enough is never enough.→ You worry deeply about the impact your wealth will have on your children or future generations. Will it spoil them? Will they be able to manage it responsibly? The legacy feels uncertain.→ Maintaining the image expected of someone at your level is both exhausting and expensive. You often feel compelled to buy things to project success rather than for genuine personal fulfillment.→ and many more ...Since 2016, Dave has helped hundreds of private 1:1 clients feel liberated from their deep money issues.Issues such as money anxiety, fear, doubt, uncertainty, significance, self worth, scarcity, impulsivity, feeling of "never enough", overspending to impress others, difficulty setting boundaries, emotional spending and saving, money hoarding and perfectionism around money ... just to name a few.By addressing the subconscious beliefs and thought patterns that cause you to trip over yourself constantly, Dave helps you break the negative cycle around money and on a path towards living a life filled with contentment, purpose and intentionality. This will enable you to make healthier and more conscious financial decisions in your role as a corporate executive and elevate your brand within the organization, allowing you to show up with greater confidence and energy in both your personal and professional lives.Dave's past clients include corporate executives, medical doctors, Air Force fighter pilots, Navy SEALS, 7-figure entrepreneurs and professional athletes.
Investment → $100k
ROI → priceless transformation
Keynote Speaking
Keynote Speaking
Is Your Money Mindset Costing You Sales?
For most sales professionals, the barrier to reaching your full potential isn't just about skill, strategy, technique, or knowledge — it actually has everything to do with your beliefs and perceptions around money. Every time you discuss pricing, negotiate deals, or present value, these beliefs are subconsciously driving the entire show.In this keynote, Dave reveals how your money stories, formed over the course of your life, directly impact your ability to show up and give your clients the focus, attention, confidence, and energy they deserve. Through powerful storytelling and practical insights, Dave uncovers the hidden drivers preventing you from delivering maximum value for your clients.This isn't your typical sales approach. It's about transforming the foundation that all selling stands on. Because when your relationship with money changes, everything else follows—bigger deals, stronger client relationships, and conversations that feel authentic rather than forced.WHAT YOUR AUDIENCE WILL TAKE AWAY:→ Understanding how hidden money feelings and beliefs can directly impact sales performance
→ Actionable techniques to help your salespeople recognize their money dynamics during client conversations
→ A practical roadmap for transforming your team's relationship with money, resulting in larger deals, confident negotiations, and authentic value-driven conversations.
Meet Dave Won
Dave Won is an expert guide who works at the intersection of two powerful worlds: the disciplined execution of the sales professional and the often hidden world of our personal mindset around money.While you'll see a decorated former Air Force Captain and a TEDx speaker on his résumé, the real story is in the work he does to help sellers uncover their own.Dave Won is a Certified Money Coach (CMC)®, who helps sales teams understand the invisible money beliefs and stories that drive their everyday decisions.He doesn't teach tactics; he helps you get to the why behind the what.Dave has been featured by TEDx, ABC, Employee Benefits News, the Air Force and Military Media.Education:Harvard University, Behavioral Finance certification program, 2024
United States Air Force Academy, BS, 2010
Indiana University, MBA, 2013
Money Coaching Institute, Certified Money Coach (CMC)®, Certified Business Archetype Coach™
Speaker Toolkit
Client Resources
Step Zero™ for Executive Teams
Are Your Personal Money Beliefs Limiting Your Company's Growth?The most significant financial risk to your organization isn't on the balance sheet. It's the unexamined money beliefs of the leaders in the boardroom.Every executive brings a lifetime of personal experiences with money into their leadership role. From early observations and experiences to early career struggles, these experiences create subconscious money stories that quietly run in the background of every decision you make.These stories were designed for personal survival, not for scaling a multi-million dollar enterprise. While they helped you get here, they often become the invisible bottleneck that limits your company's next phase of growth.Do any of these money driven executive decisions sound familiar?→ Startup Scarcity Syndrome: Under-investing in critical infrastructure, talent, or technology because the leadership team still operates with a "save every penny" mindset from the early days, crippling their ability to scale effectively and maintain competitive advantage.→ Legacy Risk Aversion: Overly conservative decision-making on transformative opportunities (innovation, new markets, strategic partnerships) driven by a deep-seated fear of loss, even when the company has both the capital and strategic imperative to take calculated risks.→ Sticker Shock Hesitation: Delaying or killing major capital expenditures not because the ROI isn't sound, but because the absolute size of the investment triggers personal anxiety in the decision-makers, leaving competitors to capture market opportunities.→ Imposter Syndrome M&A: Pursuing smaller, "safer" acquisitions instead of game-changing mergers because the leadership team feels unworthy or intimidated playing in a bigger league, leaving millions in transformative growth on the table.→ Value-Based Pricing Blindspot: Consistently underpricing products or services because the executive team projects their own price sensitivity onto the market, unable to see the full value their solutions provide to clients.You know your company should be growing faster, but something invisible keeps holding you back. The frustration is real. Seemingly sound strategies that somehow stall in execution, "safe" decisions that feel prudent but limit potential, and missed opportunities that competitors seem to capture effortlessly.We help leadership teams identify and transform the unconscious money beliefs that constrain their decision making. Our approach moves your team from being subconsciously driven by personal money stories to being consciously guided by strategic vision and market realities.The goal is to equip your entire leadership team with an aligned, growth-oriented money mindset that drives proactive, value-based decisions at the scale your company demands.When executives operate from alignment and clarity rather than their subconscious money patterns, companies don't just grow—they transform into the market leaders they were designed to become.
Step Zero™ for Executive Teams
Are Your Personal Money Beliefs Limiting Your Company's Growth?The most significant financial risk to your organization isn't on the balance sheet. It's the unexamined money beliefs of the leaders in the boardroom.Every executive brings a lifetime of personal experiences with money into their leadership role. From early observations and experiences to early career struggles, these experiences create subconscious money stories that quietly run in the background of every decision you make.These stories were designed for personal survival, not for scaling a multi-million dollar enterprise. While they helped you get here, they often become the invisible bottleneck that limits your company's next phase of growth.Do any of these money driven executive decisions sound familiar?→ Startup Scarcity Syndrome: Under-investing in critical infrastructure, talent, or technology because the leadership team still operates with a "save every penny" mindset from the early days, crippling their ability to scale effectively and maintain competitive advantage.→ Legacy Risk Aversion: Overly conservative decision-making on transformative opportunities (innovation, new markets, strategic partnerships) driven by a deep-seated fear of loss, even when the company has both the capital and strategic imperative to take calculated risks.→ Sticker Shock Hesitation: Delaying or killing major capital expenditures not because the ROI isn't sound, but because the absolute size of the investment triggers personal anxiety in the decision-makers, leaving competitors to capture market opportunities.→ Imposter Syndrome M&A: Pursuing smaller, "safer" acquisitions instead of game-changing mergers because the leadership team feels unworthy or intimidated playing in a bigger league, leaving millions in transformative growth on the table.→ Value-Based Pricing Blindspot: Consistently underpricing products or services because the executive team projects their own price sensitivity onto the market, unable to see the full value their solutions provide to clients.You know your company should be growing faster, but something invisible keeps holding you back. The frustration is real. Seemingly sound strategies that somehow stall in execution, "safe" decisions that feel prudent but limit potential, and missed opportunities that competitors seem to capture effortlessly.We help leadership teams identify and transform the unconscious money beliefs that constrain their decision making. Our approach moves your team from being subconsciously driven by personal money stories to being consciously guided by strategic vision and market realities.The goal is to equip your entire leadership team with an aligned, growth-oriented money mindset that drives proactive, value-based decisions at the scale your company demands.When executives operate from alignment and clarity rather than their subconscious money patterns, companies don't just grow—they transform into the market leaders they were designed to become.