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Sales Curriculum

The Sales Curriculum is delivered by ISBM Distinguished Research Fellow, Dr. Wes Johnston, Executive Director of the Center for Business & Industrial Marketing (CIBM) at  Georgia State University and his colleague, Dr. Karl Hellman.

The CBIM’s “Curriculum in Professional Selling”  is a flexible, matrixed suite of 6 courses that can be customized to address the broad variety of selling situations and challenges faced by B2B sales forces.  These  onsite workshops are customized to meet the unique needs and sales challenges of the member firm. 

View the Sales Training Process

On-site Courses:

For more information on On-site Courses
Contact the Institute at 814-863-2782

Web Based Training :

Each web-based course is available in two formats:  

  • Independent study: This is the classic online approach, where learners work through the material on their own. Course work is not graded, nor are minimum quiz scores set.
  • Application Coaching and Certification:  A blended learning format that augments the online course with minimum quiz scores; three, hour-long webinars; detailed homework review, feedback, pass/fail grading; and certification for successful completion.

Web Based Modules:
ISBM Member firms receive a 20% discount: use code ISBM2015 when registering for a module.

ISBM Member Module Access

Relationship mapping: Key to Closing the Big Deal - This course supports the participant’s creation of a relationship map for an important account where they are working to close a big deal. After samples and best practices are presented, participants begin work on a relationship map for their chosen account and deal.  Optional follow up discussion focuses on uncovering opportunities to win the deal and expand and develop the relationship.

Forecasting: Basic & Intermediate - A critical aspect of understanding your company’s relationship with its key accounts is to identify patterns of demand, such as trend and seasonality. This course enables the participant to set expectations for “business as usual” sales performance and measure the effects of his or her sales activities.  Optional follow up discussion provides feedback and guidance on how to improve forecasts as well as discussion of their implications and the opportunities they uncover.

Quantitative Value Propositions - Learners master the discipline of creating value word equations to enhance their sales presentations. Participants can begin immediately to quantify the ways they talk about their offerings in selling conversations.  Optional follow up provides participants with feedback from expert consultants on their application of the principles and best practices of the course.

Optimizing Investments in Key Accounts - This course includes having participants complete the Relationship Assessment Questionnaire for one of their key accounts and develop sales activities to  use to optimize investment in the account.  Optional follow up discussion focuses on actions the participant can take to balance investment in the account with what the account would like as well as with the potential the account presents.

Building Business with a Relationship Scorecard -  One of the main tools in key account management is the relationship scorecard. It tracks progress and promises kept, and lays the groundwork for discussing ways to expand the relationship.  Often the scorecard serves as the basis for a meeting with the customer in which accomplishments and historical performance is reviewed and opportunities for new business are uncovered and planned.  This module includes participants planning both the scorecard and the business development meeting for one of their key accounts.  Optional follow up focuses on application exercises that are produced during and after completing these courses and their review by and discussions with client executive management as well as  expert consultants.  

Growing the Core Business - A web-based workshop led by Dr. Jagdish Sheth  Dr. Sheth demonstrates that “ the core business is always the best business.”  He presents two original analytical models and seven strategies you can apply to your business to grow it profitably.  The principles and strategies are illustrated with world-class company examples.  Optional feedback from our expert consultants focus on the application exercises that are produced during and after completing these courses.

Set Better Sales Quotas - Ninety percent of sales forces use quotas, but 80% of them are dissatisfied.  First quotas must be aligned with your strategies.  They must direct sales activities, motivate the behaviors your strategy needs, and penetrate your target market, producing revenues at needed margins.  This course is offered in two forms, one for the sales people who need to have input into quotas and then meet them once they are set, and the second for sales executives, HR professionals, and general managers who need to lead the sales quota setting process. 

  • Set Better Sales Quotas: The Basics - This course provides the basic principles and best practices that sales people need to have input into and then meet sales quotas.  As for all of our courses, this one is offered either as in a self-study format or with optional feedback on course assignments by our expert consultant.
  • Set Better Sales Quotas: For Managers - This course outlines our proven five step quota setting process that uses facts and analysis to produce accurate and effective, strategy-driven quotas.  It also provides guidance on how to communicate with sales people, both to obtain their input and then explain the strategy-driven quotas that are eventually set.  Again, the course is offered in a self-study format as well as with optional feedback from our expert consultants.

For more information on Web-based Training:

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Wes Johnston

Karl Hellman

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