• Early-career sales professionals seeking credibility and improved closing rates with a repeatable sales toolkit that turns activity into measurable conversions
• Sales leaders and managers aiming to break performance plateaus, modernize processes, learn digital and AI-powered tools and scale results
• Entrepreneurs and founders looking to sharpen pitches, build structured sales engines and confidently acquire and grow customers
• Business development professionals and career shifters who need structured and proven sales techniques and engagement skills to pitch, close deals and build credibility
• Leaders and professionals outside sales who want to sell ideas, influence stakeholders and drive impact with structured strategies

By the end of this program, participants will be able to:

• Assess their sales mindset, habits and performance using proven techniques
• Analyze team performance using specific leadership tools and behaviors
• Create persuasive sales stories using client context, buyer psychology and data insights
• Apply digital tools and AI insights to improve sales preparation and engagement
• Identify strategies to build trust and credibility in professional networking and sales
• Build a personalized sales toolkit with tools for each step of the buyer’s journey
• Develop a repeatable process for self-coaching and peer coaching

Module 1: Sales Mastery Through Deliberate Practice

• Assess how knowledge, skill and discipline work together to influence performance and mindset
• Define personal deliberate practice techniques
• Write a sales goal using the SMARTTSS (Specific, Measurable, Actions, Realistic, Time-Bound, Tools, Support, Stop) process
• Plan the steps to implement and support your sales goal
• Apply the 2X2 feedback model tool in simulated or real coaching interactions
• Construct a personalized system for performance improvement using the five-part scaffold

Module 2: Run Fantastic Sales Meetings: Differentiate Yourself by How You Run Meetings

• Discuss AI prompts that assist in building meeting agendas
• Determine the difference between surface-level and connection questions
• Execute pivots that maintain meeting momentum and reinforce meeting value
• Discuss personalized closing strategies and post-meeting communication that reinforce your professional brand
• Plan meeting strategy changes for virtual settings
• Construct a complete meeting plan, from preparation through follow-up

Module 3: Practice Proactive Pursuit With Lead Generation and Cold Calling

• Discuss proactive pursuits to define your personal pursuit checklist
• Build a personalized preparatory plan using a tailored proactive pursuit checklist
• Develop a prospecting script
• Apply the four gears of a networking conversation
• Construct a networking plan and an outreach plan for current and future networking

Module 4: Sales Qualification and Objection Handling

• Discuss the role of connection and discovery questions in sales
• Assess buyer readiness with qualifying questions
• Design impact questions tailored to specific client contexts
• Formulate layered questions that drive deeper conversations
• Execute all five steps of objection handling
• Integrate active listening and objection handling tools in a full client scenario

Module 5: Storytelling in Sales

• Discuss how storytelling influences sales conversations
• Curate stories from personal and professional experiences to fit various clients
• Write stories that align with the four storytelling categories (success, failure, fun and legend) using the Story Canvas tool
• Use AI to revise a constructed story to improve clarity, length and emotional impact
• Build a story matrix template with the What’s Your Story and Story Canvas tools

Module 6: Present With Panache: Sales Presentations That Persuade

• Design a presentation plan using the six preparation disciplines: goals, audience, structure, pro tricks, opening & closing and practice
• Redesign an existing slide deck using the three visual impact tools: hip pocket frameworks, art and slides
• Apply the three V’s of performance — visual, vocal and verbal — to refine presentation delivery

Module 7: Team for Impact With Elite Team Selling Strategies

• Discuss the role of teams in meetings
• 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

Module 8: Closing Sales Deals

• Discuss strategies for getting a deal unstuck
• Match deal-stalling factors to deal-unstalling strategies
• Create a closing strategy
• Create a reusable and personalized Get Deals Unstuck tool

Module 9: Bounce Back Better by Building Sales Resilience

• Document your weekly habits in nine energy categories
• Plan targeted actions that enhance positive energy sources and address areas of depletion
• Apply the bounce stage to a setback
• Create a plan with actions that provide forward motion and momentum
• Create a personalized sales-focused resilience plan that applies the Bounce Back Better framework

Module 10: Personal Branding for Sales Professionals

• Analyze how your personal brand affects your career
• Define the building blocks of your personal brand
• Create a plan to deliver and scale your personal brand online
• Identify values within your personal brand that resonate with your clients
• Match the sales tools to a cohesive personal brand strategy

Craig Wortmann - Academic Director; Clinical Professor of Marketing; Executive Director, Kellogg Sales Institute