Mastering Sales: A Toolkit for Success

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Course Date

STARTS ON

December 15, 2022

Course Duration

DURATION

10 weeks, online
4-6 hours per week

Course Fee

PROGRAM FEE

US$2,600 US$2,392 or get US$260 off with a referral

Course Information Flexible payment available
Course Fee

For Your Team

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Develop Future-Ready Skills Today

Emeritus is collaborating with Kellogg Executive Education to help you build future-ready skills. Enroll before , and get up to US$208 tuition assistance to set yourself up for professional success.​

Application Details

program fee

US$2,600 US$2,392

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Team-Based Learning Options

  • Enroll as a team or group and learn with your peers

  • Receive support and services

  • Inquire about special team/group pricing

  • ENROLL YOUR TEAM

    Emeritus works with leading companies to close critical skills gaps


    Our partners include

    JP Morgan
    Amazon
    AB in Bev

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.

72%

of CSOs believe improving pipeline generation is a top sales priority for 2022.

Source: Gartner

62%

of CSOs are prioritizing account management and account-based strategies.

Source: Gartner

61%

of CSOs indicate that increasing sales manager effectiveness is a top priority for 2022.

Source: Gartner

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

Decorative image relating to Guest Star Interviews with Global Sales Experts

Guest Star Interviews with Global Sales Experts

 Decorative image relating to 5 Live Sessions with Craig Wortmann

5 Live Sessions with Craig Wortmann

Decorative image relating to 30+ Tools for Your Sales Kit

30+ Tools for Your Sales Kit

Decorative image relating to Knowledge / Skill / Discipline Personal Assessment

Knowledge / Skill / Discipline Personal Assessment

Decorative image relating to Peer Learning & Feedback

Peer Learning & Feedback

Decorative image relating to Dedicated Program Support Team

Dedicated Program Support Team

Decorative image relating to Interactive Application Exercises

Interactive Application Exercises

Decorative image relating to Mobile Learning App

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.

Program Topics

Each of the 10 modules breaks down elements of the sales process, so you’ll be ready at a moment’s notice for any sales conversation or opportunity to connect with a customer.

Module 1:

Enhancing Your Selling and Persuasion Skills: Knowledge, Skill, and Discipline

Jumpstart your sales skills, sharpen your sales language, and learn to draft a solid pitch.

Module 2:

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

Identify target audiences with concentrated filters, prepare competitive conversation topics, map out an ideal work week and spend less time due to lack of preparation.

Module 3:

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

Draft a prospecting script, increase your conversion rate from call to meeting, build a more diverse, powerful network, and break through the first conversation with potential clients.

Module 4:

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

Qualify prospects faster, become an expert listener, run powerful meetings to differentiate yourself from competitors, and learn to defuse even the toughest objections.

Module 5:

Telling the Right Story at the Right Time for the Right Reasons

Tell stories to increase your positive impact, deepen your influence by connecting to people’s emotions, and learn to identify stories to use as selling points.

Module 6:

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

Boost your personal impact when presenting to make a persuasive first impression, save time in preparing presentations, and accelerate your sales process.

Module 7:

Team Selling, Getting Deals Unstuck, and Closing the Deal

Form a high-performing unit, accelerate your sales cycle by getting your deals unstuck and increase your chances of closing the sale.

Module 8:

Going Above & Beyond and Delighting Clients

Smooth your transition to the post-sale phase, gain opportunities for follow-on sales, generate testimonials and referrals, and promote positive word-of-mouth from customers.

Module 9:

Giving Feedback, Optimizing Your Weekly One-on-One, and Building a Sales Culture

Use feedback to improve your selling skills, become more coachable (and a better coach to others), and become a better leader while building a strong, positive, and powerful sales culture in your organization.

Module 10:

Putting your powerful sales kit into practice

Define your brand, build a measurement system to measure your success, and set self-improvement and sales goals to establish the degree of success you want.

Module 1:

Enhancing Your Selling and Persuasion Skills: Knowledge, Skill, and Discipline

Jumpstart your sales skills, sharpen your sales language, and learn to draft a solid pitch.

Module 6:

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

Boost your personal impact when presenting to make a persuasive first impression, save time in preparing presentations, and accelerate your sales process.

Module 2:

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

Identify target audiences with concentrated filters, prepare competitive conversation topics, map out an ideal work week and spend less time due to lack of preparation.

Module 7:

Team Selling, Getting Deals Unstuck, and Closing the Deal

Form a high-performing unit, accelerate your sales cycle by getting your deals unstuck and increase your chances of closing the sale.

Module 3:

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

Draft a prospecting script, increase your conversion rate from call to meeting, build a more diverse, powerful network, and break through the first conversation with potential clients.

Module 8:

Going Above & Beyond and Delighting Clients

Smooth your transition to the post-sale phase, gain opportunities for follow-on sales, generate testimonials and referrals, and promote positive word-of-mouth from customers.

Module 4:

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

Qualify prospects faster, become an expert listener, run powerful meetings to differentiate yourself from competitors, and learn to defuse even the toughest objections.

Module 9:

Giving Feedback, Optimizing Your Weekly One-on-One, and Building a Sales Culture

Use feedback to improve your selling skills, become more coachable (and a better coach to others), and become a better leader while building a strong, positive, and powerful sales culture in your organization.

Module 5:

Telling the Right Story at the Right Time for the Right Reasons

Tell stories to increase your positive impact, deepen your influence by connecting to people’s emotions, and learn to identify stories to use as selling points.

Module 10:

Putting your powerful sales kit into practice

Define your brand, build a measurement system to measure your success, and set self-improvement and sales goals to establish the degree of success you want.

Download Brochure

Sales Toolkit

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

  • Filtering Your Target Market
  • Competitive Talking Points
  • Building Your Prospecting Script
  • The Perfect Sales Meeting Checklist
  • Getting a Deal Unstuck
  • Mapping Stakeholders
  • Plan the Work, Work the Plan: Weekly Cadence
  • Art of the Sales Conversation
  • Objections Matrix
  • Team Selling for Impact
  • Creating Personas & Qualifying Fast
  • Proactive Pursuit: Turning Cold Calls into Warm Leads
  • Asking the Right Questions
  • Closing Well
  • Giving (and Receiving) Feedback

Guest Stars Include

Profile picture of course faculty Jim McAvoy

Jim McAvoy

Founder and President of JWMcAvoy & Company, Ltd.

JWMcAvoy & Company, Ltd. is 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.

Profile picture of course faculty Suzanne Muchin

Suzanne Muchin

Clinical Professor at the Kellogg School of Management and Co-founder and CEO of Bonfire

Bonfire is a distinctive leadership development program that equips women with the skills, inspiration and clarity they need to Matter More. 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.

Profile picture of course faculty Helen Calvin

Helen Calvin

Chief Revenue Officer at Jellyvision

Jellyvision is 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.

Profile picture of course faculty Dan Pink

Dan Pink

Author

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.

Profile picture of course faculty Prof. Andrew Sykes

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.

Profile picture of course faculty Thomas K.R. Stovall

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

Profile picture of course faculty CRAIG WORTMANN

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

Testimonials

“Craig's clear, energized presentations informed and motivated. Writing down the Knowledge, Skill, and Discipline (KSDs) we learned each week afforded reflection and helped pin down the takeaways. The toolkit will help me implement the KSDs into my work, and it is in that activity that I will truly learn the material and master the process. Also, for me, discussion is a key way I learn, and so I loved the interactions during office hours.”

— Stuart Stogner, Director of Client Services, Womble Bond Dickinson (US) LLP

Sara Santos, Export Manager, Liquid Company

“The best part is that we learn and practice every week. The practical side of the program makes it really different.”

— Sara Santos, Export Manager, Liquid Company

Beverley Nelson, Sales Manager, CleanMark Labels

“This whole program was amazing. Learning the 10 steps of the sales process, what you need to do in each step and how knowledge, skill and discipline are essential to get to the finish line. At the same time, it shows you where your strengths and weaknesses are so you can improve and become a high-performing salesperson.”

— Beverley Nelson, Sales Manager, CleanMark Labels

— Tyler Bates, Customer Development Representative, Martin Engineering

“Just the overall message and ways of really becoming a better salesperson and person in general, was very helpful, along with the number of tools and ways of improving yourself.”

— Tyler Bates, Customer Development Representative, Martin Engineering

— Deven Hennessey, Director of Life Insurance Marketing, Premium Finance and Life Settlements, EMG Insurance Brokerage

“The best part of the program was uncovering weaknesses and addressing how to improve them. Articulating subjects, skills, habits and providing relevant context to making them applicable.”

— Deven Hennessey, Director of Life Insurance Marketing, Premium Finance and Life Settlements, EMG Insurance Brokerage

“The content was the most important part and was very helpful. I have already applied many learnings and continue to refer to it every day in the course of my job.”

— Esther Galan, Business Development Consultant

— Zach Williams, Business Development Manager, Wise Hospice Options

“Honestly, this program gave me a whole new perspective on sales! I didn't know what to expect when I came in, but I absolutely loved that I could apply every single thing I learned to myself INSTANTLY! I didn't have to wait to see how things connected—I just instantly saw it.”

— Zach Williams, Business Development Manager, Wise Hospice Options

“The concepts and guest speakers were the most impactful part of this program.”

— Jeremiah Guernsey, Social Media Manager, Rocklin Irving Marketing Solutions

“A lot of what I have gained is confirmation of my instinctual process, and that's been tremendous. Now I know that I have some of all three of the pillars of success, that I can continue to build on them, and that it really is something I'm DOING (not just luck) that is influencing my sales success. Also, I love context and framework, that this program has provided. And I absolutely loved the special session with Andrew Sykes regarding empathic listening.”

— Paulette Jacobsmeier, Structured Settlement Consultant, Arcadia Settlements Group

Certificate

Example image of certificate that will be awarded after successful completion of this program

Certificate

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.

Download Brochure

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.

FAQs

  • 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 learner.success@emeritus.org for assistance.


    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 at learner.success@emeritus.org 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 contact us at learner.success@emeritus.org if you need further clarification on program activities.



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

    More than 250,000 professionals globally, across 80 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.

    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 contact us at learner.success@emeritus.org 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 12 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 at learner.success@emeritus.org for details.


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

    Yes! Please email us at learner.success@emeritus.org 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 learner.success@emeritus.org with your invoicing requirements and the specific program you’re interested in enroling 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 email us at learner.success@emeritus.org for assistance.

  • What is the policy on refunds and withdrawals?

    You may request a full refund within seven days of your payment or 14 days after the published start date of the program, whichever comes later. If your enrollment had previously been deferred, you will not be entitled to a refund. Partial (or pro-rated) refunds are not offered. All withdrawal and refund requests should be sent to admissions@emeritus.org.



    What is the policy on deferrals?

    After the published start date of the program, you have until the midpoint of the program to request to defer to a future cohort of the same program. A deferral request must be submitted along with a specified reason and explanation. Cohort changes may be made only once per enrollment and are subject to availability of other cohorts scheduled at our discretion. This will not be applicable for deferrals within the refund period, and the limit of one deferral per enrollment remains. All deferral requests should be sent to admissions@emeritus.org.

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