About Us
We Are Here
to Serve
Ninja Selling is a training system based on a philosophy of building relationships, listening to your customer, and helping them achieve their goals. It is a philosophy that rejects pushy sales tactics. We believe it is better to create value for people by solving their problems. The selling part then takes care of itself.
Why Do We Call It Ninja Selling?
In 1976, Larry Kendall and his other partners founded one of the highest producing real estate companies in the country, called The Group, Inc. Real Estate. One of The Group Inc.’s sales partners, Jim Dunlap, was nicknamed “The Ninja” by the staff in his office. Everyone noticed that Jimmy D. had enormous sales volume, great customer satisfaction and referrals, and also seemed to have a life outside of his career. He had by far the highest income per hour of any salesperson in the company. So Larry began documenting the sales systems used by Jimmy and other top sales people at The Group, Inc., and in 1994, Ninja Selling was born.
Larry began teaching the Ninja system in Colorado and by 2013 was teaching it at Kansas State University, Colorado State University and University of Charleston Colleges of Businesses. Today, Ninja Selling has over 100,000 graduates and is taught all over the United States, Canada, New Zealand and Spain.
We Believe
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In helping you go from the life you have, to the life you dream about.
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In being “on-purpose”, because “on-accident” people burn out, or never lift off.
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You should stop selling and start serving.
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Gratitude leads to abundance.
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In helping the people who know you, like you, and trust you.
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Our user-friendly system will give you predictable results.
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In helping owners and managers create and support a productive culture.
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When you commit to the process, you will increase your income, AND have a life.
After you graduate the Ninja Installation, you will emerge transformed and fully-equipped with everything you need to succeed in your business and life.
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Walking the Ninja path makes you stand out and stay relevant.
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We believe in being your mentors for life, because learning never ends, and we can always improve.
We believe you can be more successful than you ever dreamed possible
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Larry Kendall
Author of Ninja Selling
Larry Kendall holds a master’s degree in Business Administration from Kansas State University and has practiced real estate for 48 years. He is one of the founding partners and Chairman Emeritus of The Group, Inc., a Colorado real estate company with 200 sales partners in 6 offices in Northern Colorado.
Larry is the author of Ninja Selling, a sales training system with over 80,000 graduates in the US, Canada, New Zealand, and Spain. He has taught for 10 years in the real estate program at the Colorado State University College of Business and is 2006 Colorado Realtor of the Year.
His book, Ninja Selling, was released in 2017 and became both an Amazon best seller and the #1 New Release in its first week. It received the Axiom Business Book Awards Gold Medal as the best new sales book for 2018.
In 2020, Ninja Selling was voted by Inman News readers as the best sales book for the real estate industry. That same year Larry was inducted into the Colorado Business Hall of Fame.
Larry’s mission is to help people bring out the best in themselves and their organizations.
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Lauren Roesener
Chief Operating Officer
Lauren began her career with Ninja Selling in 2005, as she studied under the mentorship of Larry Kendall. As the Chief Operating Officer and Managing Member, Lauren oversees company wide operational components including execution of both live and online training events, management of third party vendors and team members and new business development. Her specialty is strategizing with leadership and management teams of top producing real estate companies as to how Ninja can be integrated as their differentiated training platform. As a student of Ninja selling, her goal is to bring out the best in herself and other people. Her love of non-profits and her rescue dog, Finn, give her passion to make a difference in the world.
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Rob Nelson
Chief Executive Officer
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Robert Tancau
Digital Events Manager
