i
A differentiated value proposition
Build a proposition that doesn't compete on price alone, in a market where goods and services are commoditizing faster every year.
Diploma in Sales Management and Strategy
People don't buy what you sell. They buy why they buy it
Relationship-based selling: the principles, methods and challenges of selling once the product has become a commodity. Forty hours on value proposition, objection handling, and the salesperson as manager.
For salespeople, sales managers and business owners across every sector.
Diploma from a U.S. university
Highly qualified faculty
Personalized classes
International network
The diploma
Sales Management and Strategy
Presents the principles, methods and challenges of relationship-based selling: the sales field, the knowledge and skill requirements, the partnering process, and adaptive selling.
ii
Applied neuroselling
The three-brain model, the law of reciprocity, the principle of commitment and consistency, and social proof.
iii
The salesperson as manager
Company analysis, market research, performance benchmarking, and continuous improvement of the sales team.
Syllabus
Four weeks, four stages
Presents the principles, methods and challenges of relationship-based selling: the sales field, the knowledge and skill requirements, the partnering process, and adaptive selling.
01Week 1
The secrets of selling
Why selling is a human skill before it's a technical one. Attitude versus aptitude, the salesperson's self-image, and what holds us back from selling.
Selling is humanSelf-imageInternal barriers
02Week 2
Persuasion and neuroselling
The three-brain model applied to the sales conversation, and the principles of influence at work in every purchase decision.
Three brainsReciprocityCommitment and consistencySocial proof
03Week 3
Why people buy
What the customer actually wants and how to get them to buy. Intrinsic versus extrinsic motivators, and the difference between value and price.
Value vs. priceCommoditizationBuying motivators
04Week 4
Relationships and the sales profession
The power of storytelling, genuine win-win networks, and long-term relationships. The salesperson's new role in the 21st century.
Sales storytellingWin-win networksListening moreBenchmarkingContinuous improvement
Upon graduating
Upon graduating
- Identify today's challenges in sales and marketing.
- Understand obstacles, sales myths, and strategies to overcome them.
- Develop an effective, differentiated value proposition.
- Master effective communication and professional objection handling.
- Apply neuromarketing to add value in today's context.
- Implement sales tools for excellence in execution.
- Carry out market research and company analysis effectively.
- Promote an organizational culture of continuous learning.
The Graduate Program in Strategic Marketing is a parallel specialization, not a step on this path. It goes deeper into marketing without counting credits toward the MBA.
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