Mastering Sales: The Digital and AI Toolkit for Success

• Identify components of a meeting agenda.

• Discuss AI prompts that assist in building meeting agendas.

• Determine the difference between surface-level and connection questions.

• Create connection questions.

• Revise the sales meeting agenda.

• Execute pivots that maintain meeting momentum and reinforce meeting value.

• Discuss personalized closing strategies and post-meeting communication that reinforce your professional brand.

• Discuss additions of subdisciplines to plan for a future sales meeting guided by the Sales Meeting Agenda Tool.

• Plan meeting strategy changes for virtual settings.

• Construct a complete meeting plan — from preparation through follow-up.

• Define your personal pursuit checklist.

• Build a personalized preparatory plan using a tailored Proactive Pursuit Checklist Tool.

• Develop a prospecting script.Discuss revisions to the prospecting script.

• Develop your network preparation plan with the Network Every Week Tool.

• Differentiate between effective and ineffective networking actions in the first two gears of a conversation.

• Apply the four gears of a networking conversation.

• Construct a networking plan and an outreach plan for current and future networking.

• Discuss the role of connection and discovery questions in sales.

• Assess buyer readiness with qualifying questions.

• Design impact questions tailored to specific client contexts.

• Identify the levels of listening.

• Formulate layered questions that drive conversations deeper.

• Integrate active listening and objection-handling tools in a client scenario.

• Match stories to the curation category.

• Curate stories from personal and professional experiences to fit various clients.

• Construct your origin story.

• Revise a constructed story to use the five C’s of the Story Canvas Tool.

• Use AI to revise a constructed story to improve clarity, length and emotional impact.

• Build a Story Matrix™ with the What’s Your Story?™ and Story Canvas Tools

• Build a personalized sales toolkit to implement immediately.

• Differentiate between standing out and breaking through.

• Design a presentation plan using the six preparation disciplines: goals, audience, structure, expert moves, opening and closing and practice.

• Reflect on how the persuasive techniques enhance audience engagement.

• Design or redesign a slide deck using the three visual impact tools: hip-pocket frameworks, art and slides.

• Construct a presentation aligned with the Present With Panache™ Tool and evaluation frameworks.

• Apply preparation strategies to team meetings.

• Apply the Process Leader and Perspective Leader roles to a team meeting.

• Apply the Six Rules of Engagement to plan team behavior in a meeting.

• Identify where a deal is stuck.

• Differentiate between a stuck and a dead deal.

• Discuss strategies to unstick a deal.

• Match deal-stalling factors to deal-unstalling strategies.

• Create a reusable and personal Get Deals Unstuck and Closing Checklist™ Tool

• Document your weekly habits in nine energy categories.

• Plan targeted actions that enhance positive energy sources and address areas of depletion.

• State a recurring negative thought or emotion.

• State a transformative question to a recurring negative thought or emotion.

• Apply the Bounce phase to a setback through transitioning the negative label into positive momentum.

• Apply the Back phase to move forward after a setback.

• Set immediate and stretch goals using the SMART and SMARTSS frameworks to achieve growth after setbacks.

• Create a personalized, sales-focused resilience plan that applies the Bounce Back Better™ Tool to transform setbacks into actionable growth strategies.

• Analyze how your personal brand affects your career.

• Identify the style and substance in your current personal brand.

• Balance the style and substance in your personal brand.

• Define the building blocks of your personal brand.

• Create your brand statement.

• Match the sales tool to the seller’s journey.

• Build a personally branded sales toolkit.

• Match the sales tools to a cohesive personal brand strategy.

The value of a sales strategy course depends on your professional goals and responsibilities. For those seeking to lead a sales team with confidence, ensure improvement in sales performance and develop advanced sales skills, the Kellogg Mastering Sales program offers a structured, research-backed curriculum that combines sales frameworks, AI-driven tools and faculty expertise to elevate performance across the sales cycle.

The best sales strategy program is one that aligns with your career objectives, skill level and organizational or business goals. The Mastering Sales program from Kellogg Executive Education stands out for its rigorous end-to-end approach to strategic sales management, digital transformation and data-driven planning and selling. Led by Professor Craig Wortmann at the Kellogg Sales Institute, it delivers world-class expertise, practical fluency and credentialed credibility to thrive in a volatile technology-driven sales environment.

The Mastering Sales program delivers measurable value for professionals seeking to enhance sales effectiveness across the entire sales cycle, build a structured sales plan and lead high-impact sales teams. The 10-week curriculum combines Northwestern Kellogg Executive Education’s research-based insights, AI-enabled techniques, proven sales frameworks and a 30+ sales toolkit to help participants build strategic partnerships, drive consistent revenue growth and achieve lasting sales success.

Program fees for the Mastering Sales course can be found on the official Kellogg Executive Education website. The fee of this training program includes academic content, online coursework and faculty interaction. Additional costs, including travel for optional networking opportunities, may apply. Flexible payment plans and early application benefits may also be available for participants.

Career impact depends on individual goals and aspirations, but participants complete the program with a portfolio-ready project, strategic proven frameworks, sales management skills and a Northwestern University Kellogg certificate that signals expertise in AI-enabled innovation. For professionals in product, strategy or leadership roles, this sales strategy training program offers a structured path to connect AI adoption with product strategy.

Advancing into sales management requires training and expertise across the entire sales plan, along with strategic insight, communication, leadership skills and the ability to inspire growth across teams and organizations. The Mastering Sales training program strengthens the sales management capabilities by combining leadership skills, sales frameworks, AI applications and data-driven tools that enable professionals to address the sales challenges, lead sales operations teams, build trust and drive effective planning, marketing and business growth in a competitive environment.

The Mastering Sales training program is designed for professionals across functions and career stages who are ready to strengthen their strategic sales management capabilities and lead the sales team with confidence. Participants typically include the top talent and professionals from sales organizations, salespeople, sales managers, managing directors in sales, entrepreneurs, business development executives and senior leaders seeking to expand their influence, manage finance and marketing, build strategic partnerships and drive measurable sales outcomes. No formal degree or training in sales management is required, but prior experience in client engagement, marketing, business growth or leadership is recommended.

Choosing the right course from various sales training programs available depends on your career goals, desired outcomes and the skills you wish to strengthen. The Kellogg Mastering Sales course offers a balance of sales frameworks, AI-powered tools and practical training designed to drive measurable business impact across the entire sales process, from prospecting, planning, consulting and pitching to negotiation, closing and client retention, all taught by expert Kellogg faculty.

While professional experience is essential, structured learning through the Mastering Sales course by Kellogg Executive Education provides a complete sales plan with proven frameworks, AI-enabled strategies and peer learning from global sales leaders. The training program enhances existing expertise through deliberate practice and applied insights across sales functions, enabling participants to achieve consistent, measurable results in sales management and business development.

How do I know if this program is right for me?

After reviewing the information on the program landing page, we recommend you submit the short form above to gain access to the program brochure, which includes more in-depth information. If you still have questions on whether this program is a good fit for you, please email learner.success@emeritus.org, and a dedicated program advisor will follow-up with you very shortly.

Are there any prerequisites for this program?

Some programs do have prerequisites, particularly the more technical ones. This information will be noted on the program landing page, as well as in the program brochure. If you are uncertain about program prerequisites and your capabilities, please email us at the ID mentioned above. Note that, unless otherwise stated on the program web page, all programs are taught in English and proficiency in English is required.

What is the typical class profile?

More than 50 percent of our participants are from outside the United States. Class profiles vary from one cohort to the next, but, generally, our online certificates draw a highly diverse audience in terms of professional experience, industry, and geography — leading to a very rich peer learning and networking experience.

What other dates will this program be offered in the future?

Check back to this program web page or email us to inquire if future program dates or the timeline for future offerings have been confirmed yet.

How much time is required each week?

Each program includes an estimated learner effort per week. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page.

How will my time be spent?

We have designed this program to fit into your current working life as efficiently as possible. Time will be spent among a variety of activities including:

• Engaging with recorded video lectures from faculty

• Attending webinars and office hours, as per the specific program schedule

• Reading or engaging with examples of core topics

• Completing knowledge checks/quizzes and required activities

• Engaging in moderated discussion groups with your peers

• Completing your final project, if required

The program is designed to be highly interactive while also allowing time for self-reflection and to demonstrate an understanding of the core topics through various active learning exercises. Please email us if you need further clarification on program activities.

What is it like to learn online with the learning collaborator, Emeritus?

More than 300,000 learners across 200 countries have chosen to advance their skills with Emeritus and its educational learning partners. In fact, 90 percent of the respondents of a recent survey across all our programs said that their learning outcomes were met or exceeded. All the contents of the course would be made available to students at the commencement of the course. However, to ensure the program delivers the desired learning outcomes the students may appoint Emeritus to manage the delivery of the program in a cohort-based manner the cost of which is already included in the overall course fee of the course. A dedicated program support team is available 24/5 (Monday to Friday) to answer questions about the learning platform, technical issues, or anything else that may affect your learning experience.

How do I interact with other program participants?

Peer learning adds substantially to the overall learning experience and is an important part of the program. You can connect and communicate with other participants through our learning platform.

What are the requirements to earn the certificate?

Each program includes an estimated learner effort per week, so you can gauge what will be required before you enroll. This is referenced at the top of the program landing page under the Duration section, as well as in the program brochure, which you can obtain by submitting the short form at the top of this web page. All programs are designed to fit into your working life. This program is scored as a pass or no-pass; participants must complete the required activities to pass and obtain the certificate of completion. Some programs include a final project submission or other assignments to obtain passing status. This information will be noted in the program brochure. Please email us if you need further clarification on any specific program requirements.

What type of certificate will I receive?

Upon successful completion of the program, you will receive a smart digital certificate. The smart digital certificate can be shared with friends, family, schools, or potential employers. You can use it on your cover letter, resume, and/or display it on your LinkedIn profile. The digital certificate will be sent approximately two weeks after the program, once grading is complete.

Can I get the hard copy of the certificate?

No, only verified digital certificates will be issued upon successful completion. This allows you to share your credentials on social platforms such as LinkedIn, Facebook, and Twitter.

Do I receive alumni status after completing this program?

No, there is no alumni status granted for this program. In some cases, there are credits that count toward a higher level of certification. This information will be clearly noted in the program brochure.

How long will I have access to the learning materials?

You will have access to the online learning platform and all the videos and program materials for 24 months following the program start date. Access to the learning platform is restricted to registered participants per the terms of agreement.

What equipment or technical requirements are there for this program?

Participants will need the latest version of their preferred browser to access the learning platform. In addition, Microsoft Office and a PDF viewer are required to access documents, spreadsheets, presentations, PDF files, and transcripts.

Do I need to be online to access the program content?

Yes, the learning platform is accessed via the internet, and video content is not available for download. However, you can download files of video transcripts, assignment templates, readings, etc. For maximum flexibility, you can access program content from a desktop, laptop, tablet, or mobile device. Video lectures must be streamed via the internet, and any livestream webinars and office hours will require an internet connection. However, these sessions are always recorded, so you may view them later.

Can I still register if the registration deadline has passed?

Yes, you can register up until seven days past the published start date of the program without missing any of the core program material or learnings.

What is the program fee, and what forms of payment do you accept?

The program fee is noted at the top of this program web page and usually referenced in the program brochure as well.

• Flexible payment options are available (see details below as well as at the top of this program web page next to FEE).

• Tuition assistance is available for participants who qualify. Please email

  learner.success@emeritus.org.

What if I don’t have a credit card? Is there another method of payment accepted?

Yes, you can do the bank remittance in the program currency via wire transfer or debit card. Please contact your program advisor, or email us for details.

I was not able to use the discount code provided. Can you help?

Yes! Please email us with the details of the program you are interested in, and we will assist you.

How can I obtain an invoice for payment?

Please email us your invoicing requirements and the specific program you’re interested in enrolling in.

Is there an option to make flexible payments for this program?

Yes, the flexible payment option allows a participant to pay the program fee in installments. This option is made available on the payment page and should be selected before submitting the payment.

How can I obtain a W9 form?

Please connect with us via email for assistance.

Who will be collecting the payment for the program?

Emeritus collects all program payments, provides learner enrollment and program support, and manages learning platform services.

Are there any restrictions on the types of funding that can be used to pay for the program?

Program fees for Emeritus programs with Kellogg Executive Education may not be paid for with (a) funds from the GI Bill, the Post-9/11 Educational Assistance Act of 2008, or similar types of military education funding benefits or (b) Title IV financial aid funds.

What is the program refund and deferral policy?

For the program refund and deferral policy, please click the link here.