About YorN
Sales Training

About YorN
Sales Training

About YorN
Sales Training

YorN Sales Training was born inside a company where Jim Shriver saw a Universal Sales truth: every department had measurable data—except Sales. Operations, Finance, and HR all ran on math. Sales ran on opinion.

Realizing traditional funnels couldn’t keep pace with modern speed and AI-driven business demands, Jim re-engineered the 5–7 stage sales funnel into a binary, math-based operating system. The result is the YorN SOS Sales Operating System—built for speed, accountability, and measurable forecasting that today’s sales leaders can trust.

Meet the Team

After two decades in national sales leadership, Jim Shriver created the YorN SOS® Binary Sales Operating System to give leaders what CRMs couldn’t: forecasting, coaching, and accountability defined by math and time.


His book, YorN: The Sales Steps to Yes or No, introduced the philosophy that evolved into the binary sales operating system used today by sales teams, integrators, and private-equity operators.


Jim’s approach to every engagement follows a simple evolution: Trainer → Coach → Mentor → Partner — a model rooted in care, mastery, and measurable results.

Founder & Managing Partner

Jim Shriver

Founder & Managing Partner

Karen "Lucy" Shriver

Lucy Shriver serves as YorN’s executive operator and brand developer, guiding operational strategy, financial structure, and creative direction.


She safeguards the client experience from first contact through implementation. Lucy leads the visual identity of the brand—including the design of the YorN book cover and this website’s creative direction and brand messaging.


Her leadership ensures YorN runs with the same precision and integrity as the system itself.

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“Every client relationship evolves. We start as a trainers, become coaches, then mentors—and ultimately, partners.


Our goal is simple: to move every team we work with through that full journey.”

“Every client relationship evolves. We start as a trainers, become coaches, then mentors—and ultimately, partners.


Our goal is simple: to move every team we work with through that full journey.”

Jim Shriver

Founder & Managing Partner

Founder & Managing Partner

Jim Shriver

After two decades in national sales leadership, Jim Shriver created the YorN SOS® Sales Operating System to give leaders what CRMs couldn’t: forecasting, coaching, and accountability defined by math and time.


His book, YorN: The Sales Steps to Yes or No, introduced the philosophy that evolved into the system used today by sales teams, integrators, and private-equity operators.


Jim’s approach to every engagement follows a simple evolution: Trainer → Coach → Mentor → Partner — a model rooted in care, mastery, and measurable results.

Founder & Managing Partner

Karen "Lucy" Shriver

Lucy Shriver serves as YorN’s executive operator and brand architect, guiding operational strategy, financial structure, and creative direction.


She safeguards the client experience from first contact through implementation and leads the visual identity of the brand—including the design of the YorN book cover and this website’s creative architecture.


Her leadership ensures YorN runs with the same precision and integrity as the system itself.

See YorN in Action, Risk Free

In 15 minutes, you’ll see exactly how YorN turns your team’s chaos into measurable, predictable sales performance.

Spots for live demos fill fast — book yours now before they’re gone.

Request A Live Demo Now

Meet the Team

team collaboration

Jim Shriver Founder & Managing Partner

Jim Shriver is the creator of the YorN Sales Process and the author of YorN: The Sales Steps to YES or NO—the most powerful four-letter word in sales.


With over 25 years in B2B technical sales and leadership roles—from Major Account Executive to National Sales Director—he’s built and led teams that consistently turned underperformance into record-breaking results.


Through bold, no-fluff training, Jim helps sales reps close faster, sales leaders forecast more accurately, and business owners build high-velocity teams that thrive in the age of AI and ghosting. His battle-tested system, YorN, is now transforming how deals get done—one Yes or No at a time.

Connect With Jim

team collaboration

Founder & Managing Partner

Karen "Lucy" Shriver

Lucy Shriver serves as YorN’s executive operator and brand architect, guiding operational strategy, financial structure, and creative direction.


She safeguards the client experience from first contact through implementation and leads the visual identity of the brand—including the design of the YorN book cover and this website’s creative architecture.


Her leadership ensures YorN runs with the same precision and integrity as the system itself.

Meet the Team