Enroll today for the Mastering Sales: A Toolkit for Success online program.

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Course Dates

September 30, 2020

Course Duration


10 weeks, online
4-6 hours/week

Course Duration



Course Information Flexible payment available

Master Sales Through Knowledge, Skill, and Discipline

The way to reach breakout performance in sales is the same formula for becoming adept at anything, from playing piano to programming Python. It's about mastering performance through knowledge, skill, and discipline. Organizations are clamoring for high-impact sellers and we know what it takes to become one.

27% Close Rate

The U.S. national sales closing rate is just 27% and 48% of sales calls end without an attempt to close the sale.


53% Meet Quotas

Only slightly more than half of sales representatives (53%) are meeting or exceeding their quotas according to a recent World-Class Sales Practices Study.


Key Takeaways

  • Learn proven techniques for being an effective salesperson, based on our research at the Kellogg Sales Institute, and from our direct experience with some of the most successful companies in the world, both B2B and B2C
  • Put more than 30 different tools into practice, building a personal Sales Toolkit designed to help you at each phase of your sales process: preparation, contact, and scale
  • Participate in an assessment of your current knowledge, skill, and discipline as a salesperson, and get a roadmap for how to develop meaningful, lasting habits for you and your team
  • Learn best practices for recruiting, training, building and managing high-performing teams
  • Apply the lessons from the program immediately to your professional and personal interactions
  • Receive a Certificate of Completion from Kellogg School of Management for Mastering Sales

Program Experience

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    Fireside Chats with Global Sales Leaders

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    30+ Tools for Your Sales Kit

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    Peer Learning & Feedback

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    Interactive Application Exercises &
    Capstone Project

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    3 Live Sessions with Craig Wortmann

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    Knowledge/Skill/Discipline Personal

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    Dedicated Program Support Team

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    Mobile Learning App

Who Is This Program For?

This program is designed for sales professionals who are individual members of a team and for those who manage a team or the sales function of a business. However, since we all need to sell ourselves and our ideas in one capacity or another, any professional who wants to become a more effective, confident seller will benefit from these techniques, including:

  • Sales managers or executives looking to effectively coach your team and build a high-performing sales engine
  • Entrepreneurs looking to build a sales team and acquire customers
  • Business leaders who would like to be more persuasive and influential
  • Business development professionals who play a role in sales and managing relationships
  • Professionals making a horizontal career shift into sales from another functional role

To maximize impact, sales teams are encouraged to join as a team. Special pricing is available for group enrollments, contact group-enrollments@emeritus.org

Your Learning Journey

Over the course of ten in-depth modules, you will learn to apply more than 30 different tools into practice, building a personal Sales Toolkit designed to help you at each phase of your sales process: preparation, contact, and scale.

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Program Topics

In this online program by Kellogg Executive Education, you'll gain an end-to-end perspective of the modern marketing process.

  1. Module 1: Enhancing your Selling and Persuasion Skills: Knowledge, Skill, and Discipline

  2. Module 2: Targeting: Stakeholder Mapping, Creating Personas, Planning Your Week, and Talking about Your Competitors

  3. Module 3: Lead Generation Tactics: Building Your Network, Cold Calls, Introductory Emails and Proactive Pursuit

  4. Module 4: Nurturing Prospects: Qualifying Prospects, Listening and Asking Questions, and Acing the Meeting

  5. Module 5: Telling the Right Story at the Right Time for the Right Reasons

  6. Module 6: Presenting Like a Pro: How to Engage Your Audience and Win Business

  7. Module 7: Team Selling, Getting Deals Unstuck, and Closing The Deal

  8. Module 8: Going Above and Beyond and Delighting Clients

  9. Module 9: Giving Feedback, Optimizing Your Weekly One-On-One, and Building a Sales Culture

  10. Module 10: Putting Your Powerful Sales Toolkit into Action

Sales Toolkit

The Mastering Sales program features over 30 distinct sales tools participants can add to their skill set. These sales tools include:

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Filtering Your Target Market

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Mapping Stakeholders

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Creating Personas & Qualifying Fast

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Competitive Talking Points

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Plan the Work, Work the Plan: Weekly Cadence

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Proactive Pursuit: Turning Cold Calls into Warm Leads

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Building Your Prospecting Script

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Art of the Sales Conversation

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Asking the Right Questions

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The Perfect Sales Meeting Checklist

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Objections Matrix

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Closing Well

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Getting a Deal Unstuck

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Team Selling for Impact

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Giving (and Receiving) Feedback

Guest Speakers Include

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Suzane Muchin

Adjunct Lecturer of Management Communications at the Kellogg School of Management and Co-founder and Principal of Mind + Matter Studio, a communication and strategy firm for ideas that matter. She is also host of a popular podcast, The Big Payoff. Suzanne addresses gender differences in sales, dynamics of mixed-gender sales teams, as well as sharing frameworks for introverts and extroverts who thrive in sales.

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Jim McAvoy

Founder and President of JWMcAvoy & Company, LTD. a firm that is solely focused on finding qualified leads for its clients. Jim is a cold calling expert. He'll reveal the secrets to converting a cold call into warmer territory. His session is often cited as among the most impactful sessions among MBAs who take this program.

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Prof. Andrew Sykes

Adjunct Lecturer of Innovation and Entrepreneurship at the Kellogg School of Management. Andrew holds over 25 years of leadership, organizational performance, and business development experience. He speaks on the art of creating high-impact habits for revenue-responsible leaders and teams. In his session, he tackles how to handle objections in a role play with Craig Wortmann.

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Dan Pink

Dan Pink is the author of several best-selling books on business, work, and behavior. His TED Talk on the science of motivation is one of the 10 most-watched TED Talks of all time, with more than 20 million views. Dan shares the scientific secrets to timing from his best-selling book, When: The Scientific Secrets of Perfect Timing in regards to the sales process.

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Helen Calvin

Chief Revenue Officer at Jellyvision, a software company that helps employees make better decisions about benefits and finances. Helen shares her perspective on sales leadership, hiring salespeople, and the four main characteristics she hires for.

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Thomas K.R. Stovall

Founder of Intention Mastery and Google Entrepreneur-in-Residence, Thomas conveys his powerful approach to attraction-based marketing and sales.

Program Faculty

Craig Wortmann


Clinical Professor of Innovation and Entrepreneurship,
Executive Director of the Kellogg Sales Institute

Craig has been a professor, salesperson, and entrepreneur for more than 25 years. From IBM Corporation as the #2 performer in his year-long classical style sales training class, to a Dean Witter company covering three-quarters of the country selling to large retailers, Craig is an expert in all things sales. After earning his MBA from Kellogg in 1995, Craig joined the Forum Corporation and quickly became the firm's new product launch and client recovery... More info


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Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.

After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.

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Flexible payment options available. Click here to learn more.