Our Story

The Ninja Selling system is based on the philosophy of building relationships, listening to the customer, and helping them achieve their goals. It is less about selling and more about how to create value for people.

It is called Ninja Selling because one of the The Group Inc.’s sales partners who helped develop the Ninja System, Jim Dunlap, was nicknamed “The Ninja” by the staff in his office. Jimmy D. had great sales volumes a, great customer satisfaction and referrals and yet seemed to have a life outside of his career. He had by far the highest income per hour of any salesperson in the company. Larry Kendall began documenting the sales systems used by the original Ninja and other top sales people at The Group. Ninja Selling is the result.

Four unique principles of Ninja Selling

  1. Personal Mastery: When you get better, your business gets better.
  2. Stop Selling! Start creating value.
  3. Business Strategy: Focus on people who know you.
  4. Connect & Communicate: It’s all about them, not about you.
History of Ninja Selling

11 Partners founded The Group, Inc. Real Estate In Fort Collins (currently one of the highest producing real estate companies in the country.)


Larry Kendall, one of the founding Partners, developed the Ninja Selling system as The Group's training program. He began teaching it to other real estate firms and associations in Colorado.


Larry was featured on Howard Brinton's Star Power "Star of the Month" CD. Star Power highlighted what was new and working in the real estate industry from its top producers.


This led a request from CRS to train all of their instructors. Walt Frey, a Senior CRS instructor thought Ninja Selling could change the industry. Larry gave Walt permission to teach the course across the country.


Ninja Selling has 60,000 graduates, and is taught all over the US, Canada, and Spain. It is now being taught within Kansas State University and Colorado State University Colleges of Business.

Our Mission
  1. Increase your income per hour
  2. Increase your customer satisfaction
  3. Improve the quality of your life

Ninja Team

Bob Sutton

Rebecca Lorenz

Ryan Secrist

Melanie Frank

Dennis Giannetti

Chandra Hall

Michael Fanning

Katie Williams

John Brewer

Clara Capano

Erik Zimmerman

Peter Parnegg

Terri Johnson

Don Tennessen

Larry Kendall

Rob Nelson

Lauren Roesener

The Ninja Selling Difference

We are often asked, “how is Ninja Selling different from other training programs?”

Ninja Selling offers 10 unique factors:

  1. Stop Selling!

    People love to buy but they hate to be sold. Traditional sales methods “turn-off” customers, causing them to distance. Ninja Selling unwinds these traditional sales approaches and refocuses the sales person on attracting (versus chasing) customers by creating value and being their trusted advisor.

  2. Results!

    Most sales training programs seldom measure results. Their product is training. The Ninja Selling System’s product is RESULTS. Ninja graduates show a sustained 20% or more increase in income.

  3. Sales System.

    Ninja Selling is not just a sales program. It is a SELLING SYSTEM – a researched and documented methodology that gives predictable results regardless of personality and market.

  4. On-Purpose.

    With a sales system that gives predictable results, sales people can be “On-Purpose” versus “On-Accident”. When they work the system, the system works for them on purpose.

  5. Increase Income per Hour.

    Traditional approaches focus on increasing gross income by making more calls, etc. Ninja Selling focuses on increasing net income per hour so salespeople can have a life. The system has documented the “vital few” activities that generate 80% of the results.

  6. Sales Laboratory Tested.

    Ninja Selling is a system developed and tested over a four decade period by over 400 salespeople at The Group, Inc. Real Estate, the nation’s most productive real estate firm. The system is proven to work in all types of markets for all types of sales personalities.

  7. Teachable Skills.

    Most sales programs are developed by top salespeople who then share their techniques on what worked for them. Ninja Selling has “boiled out” these “personality unique skills” and only uses Teachable Skills that will work for all sales personalities.

  8. Science behind the System.

    Ninja Selling is science based. The sales processes are built around the science of how customers think and make decisions.

  9. Sales Process.

    Ninjas don’t “sell”, they present solutions. Most sales training teaches a traditional 3-step process: connect, present benefits, and close. Ninja Selling uses a 4-step process: connect; ask questions to determine the customer’s “pain” and “pleasure”, formulate a solution, then present a solution.

  10. Life Skills.

    Sales people are attracted to Ninja training for the sales results they experience in their careers. However, they comment that the unexpected result is how the life mastery skills improve their lives.

Ninja Results


What Our Ninjas Say

Ninja has had a tremendously positive impact on my entire life. It has greatly increased my income per hour, focusing on activities that build relationships and translate into closings - allowing me more time with my family.

- Nicole Mangina, Realtor, Windermere Real Estate

Thank you on behalf of all of us at Ruhl and Ruhl! I have received many emails from my agents about how your seminar was a life-enhancing experience. You are absolutely having a significant impact on my company and the real estate industry. Thanks for sharing your time and knowledge. You are truly an inspiration.

- Caroline Ruhl, Owner, Ruhl and Ruhl Realtors

The Ninja way of doing business allows us to focus on the essential elements of relationship building, AND gives us the ability to provide a high level of quality service to our clients.

- Paul Wilson, Realtors, Home Team Realty

Ninja Selling