BridgeSelling™ About

Structure beats talent. And pressure doesn't scale.

Most sales teams don’t lose deals because they’re lazy or unmotivated.

They lose deals because they don’t have a clear plan for how to lead the conversation.

That’s what we fix.

We give sales leaders a practical framework and scoring system to help their teams qualify faster, guide calls with confidence, and close more consistently.

It’s not theory. It’s not hype. It’s a repeatable process grounded in how real calls actually happen.

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Where We Started

Before BridgeSelling™, our founder, Jonny Holsten, spent years helping companies clarify their marketing messages. But no matter how strong the leads were, one problem kept showing up:

Sales departments were burning new leads.

Reps didn’t know how to move the conversation forward. Deals stalled—even when the fit was right.

So Jonny started listening to the calls themselves. Patterns emerged. Habits revealed themselves. And that’s where BridgeSelling™ began.

The first team to use the system scaled from $3.5M to $33M/month in under a year.

Since then, we’ve helped sales teams in industries from financial services to education and professional services install a simple, effective structure that their reps actually use.

What We Stand For

Sales is a skill.

It can be taught, trained, and improved, just like any other.

Structure brings freedom.

Reps don’t need scripts. They need a framework that works.

Buyers want clarity.

When your team knows how to lead the call, customers feel supported, not sold to.

Measurement drives progress.

If you can’t see what’s happening on your calls, you can’t improve them.

Where We’re Headed

BridgeSelling™ isn’t just a framework—it’s a full system designed to scale with your team.

From private workshops to custom call flows to tools for scoring and coaching, we’re building the future of practical sales training:

Easy to implement. Easy to measure. Built to last.

Meet Our Core Team

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Jonny Holsten - Founder and CEO

Jonny has spent his career helping companies improve messaging and sales performance. He created the BridgeSelling™ Framework after seeing too many reps struggle to close deals without a clear plan. Today, Jonny equips sales teams with a clear, repeatable process that builds buyer trust and closes more deals without losing the human touch.

He lives in Phoenix with his wife, two kids, and two boxers.
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Erin Fults - Director of Strategy and Training

Erin brings over 15 years of experience, having started and operated two businesses. As a seasoned facilitator and trainer, she helps sales reps confidently apply the BridgeSelling™ Framework in a way that aligns with their personality, enhances their communication skills, and ultimately drives revenue growth.

Erin lives in Mississippi with her husband and three children. She enjoys hosting friends and family, reading, and cheering her kids on at their games and performances.
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Alicyn Hoke - Business and Operations Manager

Alicyn brings creativity and structure to the BridgeSelling™ team, ensuring every project runs smoothly. With a background in advertising and design, she supports operations and special initiatives with precision.

She lives in Phoenix and enjoys long runs, hikes, and the company of her oversized cat, Birdie.
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Good Reps Struggle Without Good Structure.