EXECUTIVE EDUCATION

Kellogg Sales School: Professional Certificate in Sales

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Course Dates

STARTS ON

September 30, 2021

Course Duration

DURATION

5 Months, online
15–20 hours per week

Course Duration

Demystify the knowledge, skill, and discipline of elite salespeople

When you get great at sales, you are unstoppable and you are magnetic. As a seller, leader, communicator, parent, and friend, you will be the one in every room who inspires others to action. You will be the one who can push through obstacles. You will be the one people call to help them make progress in their lives.

This program provides a one-of-a-kind experience to help you develop the knowledge, skills, and discipline of elite performers and to put you on the fast track to career growth and personal success.

Advance Your Career in Sales

Kellogg Sales School: Professional Certificate in Sales is based on Craig Wortmann's award-winning MBA course called "Entrepreneurial Selling™". What if this program could teach you what the best of the best wished they had known when they started in sales? That is exactly what we have set out to do with Kellogg Sales School.

Over the course of five months, you will learn the sales process from scratch, including techniques to improve both conversions and customer relationships. Additionally, you will get a chance to specialize in one of three high-growth sales fields—entrepreneurial selling, healthcare, or technical SaaS selling.

346,000

Unique US. sales representative job postings in the last year

Source: EMSI Data, May 2021

125%

The percentage of their revenue goals that top-performing salespeople achieve

Source: LinkedIn 2020 Report

$65,710

The average annual salary for a sales representative in the US

Source: Indeed.com, June 2021

High-Level Program Takeaways

  • Exhibit the knowledge, skills, and discipline associated with exceptional sales people.
  • Create a personal Sales Toolkit to support your performance as a seller and your unique professional brand.
  • Practice the expert sales actions that will set you apart in any room, any Zoom, any day, in every way.
  • Develop your own preparation and practice process that results in a signature selling approach and readiness at every step of any sale.
  • Model a mindset that will prioritize growth and help people make progress in their lives.

Who Is This Program For?

If you operate in any sales capacity—whether you are an early sales professional, leading a sales team, or interested in moving into a sales career—this program is designed for you. If one of these profiles describes you, join us!

  • Entry-level sales professionals seeking to gain the techniques and skills needed to succeed in sales roles.
  • Early to mid-level sales executives who want to build a personal Sales Toolkit and effectively lead their sales teams.
  • Job seekers and career switchers looking to learn the sales process and gain better growth trajectories.
  • Entrepreneurs in small ventures looking to develop a strong sales engine and scale revenue.
  • Sales trainers, coaches, consultants, and senior management in sales seeking to equip their sales teams with practical tools and techniques.

Why Choose This Program?

  • The team behind this course has founded, grown, and sold multiple companies, advised the largest and most successful companies in history, and been part of building the sales engines of some of the fastest growing companies on the planet.
  • Professor Craig Wortmann has won teaching excellence awards at two of the top ten business schools in the world, and his courses have sold out every quarter for over ten years.
  • Professor Craig Wortmann has helped tens of thousands of people all over the world start on ... and stay on ... a journey to transformation.

Program Experience

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50-Tool Personal Sales Toolkit

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Guest Speakers

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Discussions and Case Studies

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Interactive Application Exercises

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Peer Learning and Feedback

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Dedicated Program Support Team

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Mobile Learning App

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Capstone Project

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Career Support

Program Topics

Each of these 18 modules will enable you to build on or formalize your sales expertise. This program will help you develop a sales growth mindset and learn the techniques needed to amplify your impact in any setting.

Module 1:

Ready to Go

Define a growth mindset and recognize how it supports successful learning and selling. Distinguish the three pillars of sales performance: knowledge, skill, and discipline. Apply research-based techniques for effective studying and transferrable learning.

Module 2:

Sales Is Progress

Discover the history of sales, the best-known sales processes, the unique characteristics of the sales role, and the Entrepreneurial Sales Process used in Kellogg Sales School.

Module 3:

Getting Good at Getting Great

Recognize the difference between deliberate practice and repetitive practice, the necessity of feedback and coaching, and how to create achievable sales goals.

Module 4:

Plan to Win

Create a plan to win prior to customer engagement. Practice managing raw customer data and transitioning it into a deliberate approach for one precise customer persona, complete with a new elevator pitch and competitive talking points.

Module 5:

Network As If Your Wealth Depends on It (It Does!)

Cultivate powerful networking skills and techniques to drive meaningful conversations with potential customers. Develop readiness for networking situations and codify the follow-up process for capturing insights in your personal or professional CRM database.

Module 6:

Proactive Pursuit

Identify the planning process for a successful sales pitch and for creating and maintaining client relationships (cold calling, cold emailing, and competitive talking points).

Module 7:

Running High-Impact Meetings

Learn valuable strategies for running high-impact, memorable meetings, both with customers and internally. Practice the discipline of running sales meetings that yield tangible value and strengthen relationships.

Module 8:

Questions and Conversations

Design and lead conversations that leave your customers feeling heard and respected. Make space for trust by differentiating between the three levels of listening and learning how to effectively handle customer objections.

Module 9:

Storytelling—What's Your Story?

Recognize the powerful influence of stories and how they can be used throughout your sales process. Organize stories you currently use and find future stories that can be adopted as effective tools of persuasion.

Module 10:

Storytelling—Tell Your Story

Sharpen your storytelling techniques to allow for precise messaging, clarity about the business arc, and a smooth listener journey. Practice infusing your stories with emotion while keeping them crisp and impactful.

Module 11:

Presenting With Panache

Employ elements of persuasion in powerful and compelling sales presentations. Create captivating visuals to accompany impactful sales presentations. Identify and practice performance characteristics that enhance your ability to share your message.

Module 12:

Show Up, Stand Out, Break Through

Build sales tools that will help you stand apart as a seller—within a company and with clients. Create a plan for team selling situations and networking within an organization.

Module 13:

Negotiating and Closing

Employ negotiation strategies to build trustworthiness and overcome bumps and obstacles along the way when closing a sales deal.

Modules 14 and 15:

Entrepreneurial Selling, Healthcare, or Technical SaaS Sales Specialization

Design specialization-specific tools under the guidance of industry experts to become an exceptional entrepreneur, healthcare sales professional, or technical SaaS salesperson.

Module 16:

Building Your Personal Brand

Identify the impressions and impact you want to make through your personal brand. Develop practical strategies for encompassing your personal brand via in-person and virtual professional relationships.

Module 17:

Generating Positive Energy

Develop tools to harness your positive energy, a power asset necessary for driving growth and effective sales solutions.

Module 18:

Putting It All Together (Capstone)

Mark the end of your Kellogg Sales School journey by completing your capstone project: a ready-to-go sales portfolio consisting of Win Book records, Interview Readiness Tools, and a demonstration of growth and sharpened presentation skills.

Module 1:

Ready to Go

Define a growth mindset and recognize how it supports successful learning and selling. Distinguish the three pillars of sales performance: knowledge, skill, and discipline. Apply research-based techniques for effective studying and transferrable learning.

Module 10:

Storytelling—Tell Your Story

Sharpen your storytelling techniques to allow for precise messaging, clarity about the business arc, and a smooth listener journey. Practice infusing your stories with emotion while keeping them crisp and impactful.

Module 2:

Sales Is Progress

Discover the history of sales, the best-known sales processes, the unique characteristics of the sales role, and the Entrepreneurial Sales Process used in Kellogg Sales School.

Module 11:

Presenting With Panache

Employ elements of persuasion in powerful and compelling sales presentations. Create captivating visuals to accompany impactful sales presentations. Identify and practice performance characteristics that enhance your ability to share your message.

Module 3:

Getting Good at Getting Great

Recognize the difference between deliberate practice and repetitive practice, the necessity of feedback and coaching, and how to create achievable sales goals.

Module 12:

Show Up, Stand Out, Break Through

Build sales tools that will help you stand apart as a seller—within a company and with clients. Create a plan for team selling situations and networking within an organization.

Module 4:

Plan to Win

Create a plan to win prior to customer engagement. Practice managing raw customer data and transitioning it into a deliberate approach for one precise customer persona, complete with a new elevator pitch and competitive talking points.

Module 13:

Negotiating and Closing

Employ negotiation strategies to build trustworthiness and overcome bumps and obstacles along the way when closing a sales deal.

Module 5:

Network As If Your Wealth Depends on It (It Does!)

Cultivate powerful networking skills and techniques to drive meaningful conversations with potential customers. Develop readiness for networking situations and codify the follow-up process for capturing insights in your personal or professional CRM database.

Modules 14 and 15:

Entrepreneurial Selling, Healthcare, or Technical SaaS Sales Specialization

Design specialization-specific tools under the guidance of industry experts to become an exceptional entrepreneur, healthcare sales professional, or technical SaaS salesperson.

Module 6:

Proactive Pursuit

Identify the planning process for a successful sales pitch and for creating and maintaining client relationships (cold calling, cold emailing, and competitive talking points).

Module 16:

Building Your Personal Brand

Identify the impressions and impact you want to make through your personal brand. Develop practical strategies for encompassing your personal brand via in-person and virtual professional relationships.

Module 7:

Running High-Impact Meetings

Learn valuable strategies for running high-impact, memorable meetings, both with customers and internally. Practice the discipline of running sales meetings that yield tangible value and strengthen relationships.

Module 17:

Generating Positive Energy

Develop tools to harness your positive energy, a power asset necessary for driving growth and effective sales solutions.

Module 8:

Questions and Conversations

Design and lead conversations that leave your customers feeling heard and respected. Make space for trust by differentiating between the three levels of listening and learning how to effectively handle customer objections.

Module 18:

Putting It All Together (Capstone)

Mark the end of your Kellogg Sales School journey by completing your capstone project: a ready-to-go sales portfolio consisting of Win Book records, Interview Readiness Tools, and a demonstration of growth and sharpened presentation skills.

Module 9:

Storytelling—What's Your Story?

Recognize the powerful influence of stories and how they can be used throughout your sales process. Organize stories you currently use and find future stories that can be adopted as effective tools of persuasion.

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Program Faculty

Faculty Member Craig Wortmann

Craig Wortmann

Founder and Academic Director, Kellogg Sales Institute and Clinical Professor of Innovation and Entrepreneurship, Founder and CEO, Sales Engine, Inc., Author of "What's Your Story?", Operating Partner, Pritzker Group Venture Capital

Craig Wortmann is a Clinical Professor of Innovation and Entrepreneurship at Northwestern's Kellogg School of Management and is the Founder and Academic Director of the Kellogg Sales Institute… More info

Guest Speakers

Guest Speakers Faculty Member Franck Cespedes

Franck Cespedes

Senior Lecturer, Harvard Business School

Frank Cespedes is a Senior Lecturer at Harvard Business School. For 12 years, he ran a professional services firm that won awards in the United States and in Europe for its work with companies. He has consulted to companies in many industries, is affiliated with PE and VC investors, has been a Board member of corporations and start-up firms, and the Education for Employment Foundation. At Harvard, he teaches Entrepreneurial Sales & Marketing, heads the executive program on Linking Strategy and Sales, and also teaches in the Owner-President Management program (OPM) for CEOs.

Guest Speakers Faculty Member Gary Fencik

Gary Fencik

Head of Business Development, Adams Street Partners

Gary Fencik is the Head of Business Development at Adams Street Partners, a Chicago-based private equity firm. Gary oversees all marketing and consultant related activities and relationships for the firm, and works closely with the Client Service and Investment Teams to develop private equity investment proposals and programs for institutional and high-net worth clients. Gary is also a member of Adams Street’s Executive Committee, where he is actively involved in developing the strategic vision and initiatives for the Firm.

Guest Speakers Faculty Member Kelly Amonte Hiller

Kelly Amonte Hiller

Combe Family Head Lacrosse Coach, Northwestern University

Already a legend in the game as a player, Kelly Amonte Hiller has established herself as one of the sport's greatest coaches after building Northwestern Lacrosse into a dynasty. In May of 2005, Amonte Hiller etched her name in the annals of college athletics when she guided her upstart Northwestern team to an undefeated season and the first NCAA Lacrosse Championship ever won by a team outside the Eastern Time Zone, the first of an incredible seven national titles. After resurrecting a Northwestern program that had not competed at the varsity level in more than 10 years, Amonte Hiller led the Wildcats to the national semifinals 10 years in a row from 2005 to 2014 and tied an NCAA record with eight consecutive title game appearances in the process.

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 complete 80% in order to 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 the Kellogg School of Management.

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