Mastering Sales: A Toolkit for Success

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Cohort-based or Self-paced

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Course Duration

PROGRAM FEE

US$1,950

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%

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

SOURCE: SPOTIO

53%

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

SOURCE: CSO INSIGHTS

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

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Dedicated Program Support Team

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Interactive Application Exercises

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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.

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 a target population with focusing filters, draft competitive talking points, map an ideal work week, and waste 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 Toolkit into Action

Decide what your brand is, build a measurement system to evaluate your success, and draft self-improvement and sales goals to decide how successful you want to be.

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 a target population with focusing filters, draft competitive talking points, map an ideal work week, and waste 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 Toolkit into Action

Decide what your brand is, build a measurement system to evaluate your success, and draft self-improvement and sales goals to decide how successful you want to be.

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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

“This was the first time I completed an online course, and I was impressed—the support, quality of videos, depth of material taught. The other big part of the success is the notebook with all the exercises, slides, and video transcripts (huge for me as I have learning disabilities).”

— Jorge Alejandro "Andro" Rodriguez, President, Armour House Group

“I felt like I received a mini-MBA in sales for someone with no previous sales experience.”

— Joseph Pazona, Physician, Pazona MD

“The best part of the program was that it gave me real-world tools to use in my sales role. I have already begun using many of the lessons to help myself in my job and will continue to do so.”

— Mitchell Chase Swanson, Sales Representative, Sales and Business Development, Zimmer Biomet

“I really appreciated how granular this module became. There are a lot of practices that I am going to incorporate into my career, and also, I enjoyed the confidence it gave me to know that I am heading down the right path.”

— Wellesley Bolen, Sales Professional, Marketing & Sales, Graff

“Very prescriptive with real tools you can implement immediately. Also, Craig made it fun, inspiring, and engaging.”

— Kari Brownsberger, VP, Client Success, Marketing & Sales, 4C Insights

“The videos and the sales tools kit were excellent. I feel like I am taking away real tools that will help me in my everyday job. I am already using several of the concepts in my interactions internally and with customers.”

— Jesse Robinson, Director, Global Network Solutions, Inmarsat Government

“The best part of the program was the framework. I loved that it went through each step of the sales process one-by-one versus jumping around from success story to success story in various roles.”

— Mike Bergstrom, Account Manager, Marketing & Sales, Atlapac

“I thought the videos were extremely effective, and my favorite was the questions portion—understanding the difference in which questions to ask. I also enjoyed interacting with the rest of the group and watching their videos and providing feedback.”

— Megan Culberson, Talent Experience Account Executive, Paradox

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.

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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.

Pick Your Program Format

Cohort-based
Starts
December 8, 2021
Self-paced
Starts
Immediately
Duration 10 weeks, online 6 months to complete
Schedule Learn with your peers
1 module per week
4-6 hours per week
Learn at your own pace
All modules available
Guest star interviews with global sales experts
Live office hours & faculty webinars
Feedback on assignments
Build a personal sales toolkit
Certificate from Kellogg Executive Education
Price
US$1,950
US$1,950
Cohort-based
Apply Now
Self-paced
Apply Now
Self-paced
Starts
Immediately
Duration 6 months to complete
Schedule Learn at your own pace
All modules available
Guest star interviews with global sales experts
Live office hours & faculty webinars
Feedback on assignments
Build a personal sales toolkit
Certificate from Kellogg Executive Education

Self-paced

Apply Now
Cohort-based
Starts
December 8, 2021
Duration 10 weeks, online
Schedule Learn with your peers
1 module per week
4-6 hours per week
Guest star interviews with global sales experts
Live office hours & faculty webinars
Feedback on assignments
Build a personal sales toolkit
Certificate from Kellogg Executive Education

Cohort-based

Apply Now