Fundamentals of Professional Sales & Selling Training Course


4 days (3 full days + 1 half-day)

Who Should Attend

All Sales Professionals: Junior Sales Representatives, Account Executives, Sales Managers, etc. would benefit from improving their skills in these essential sales and selling areas.


Upon completion, participants will receive a Certificate of Completion from The Performance Management Academy.





Your organization relies on successful Sales Professionals for continued revenue and profit growth and to open the doors to new business opportunities. This course provides the key tools to manage the sales job effectively. The Performance Management Academy is proud to present its newest proven, advanced and progressive skill development training package. The Fundamentals of Professional Sales and Selling prepares the Sales Specialist to compete, excel and win in today’s complex marketplace by providing the key tools to maximize their effectiveness.

Course Summary:

The Fundamentals of Professional Sales and Selling is designed to deliver skills and training that will lead to individual sales and organizational success. “Fundamentals” is a comprehensive development course with four focal points: Sales Negotiations, Strategic Account Management and Business Development, Open Communication and Persuasive Presentations Training and Business Analysis and Goal Setting. The course teaches participants how to understand, develop and shape current relationships and to seek and develop new opportunities. Additional emphasis is placed on coaching sales professionals how to communicate, present and negotiate effectively while adding value to client relationships.

Course Outline and Key Topic Areas include:

•    Traits of Strong Sales Professionals
•    Account Penetration and Customer Business Development
•    Buyer Behaviour and Business Buying Decision Making
•    Positively Affecting the Key Decision Makers and Buying Influencers
•    Understand Decision Making and Planning to Impact Decisions
•    Learn What Customers Want
•    Develop Open Communication and Utilizing Active Listening Skills
•    Recognize the Key Barriers to Open Communications
•    Deliver Impactful, Structured and Persuasive Presentations
•    Buyer Objection-Handling Skills
•    Business-to-Business Marketing Knowledge for Sales Professionals
•    Review Key Elements of CRM
•    Sales Negotiation Skills and Managing Negotiations
•    Steps to a Negotiated Solution and Achieving a “Yes”
•    Negotiation Types and Styles
•    Develop Your “Best Alternatives” and Empower Your “Walk Away” Position
•    Business Analysis and Establishing Goals
•    Effective Territory and Account Analysis
•    Strategic Key Account Planning
•    Importance of Sales Funnel Management
•    New Business Development, Identifying New Customers
•    Effective Cold Calling and Prospecting
•    Securing Customer Executive Buy-In to Long Term Strategic Plans

How You Will Benefit:

•    Understand and learn to develop the key characteristics of strong sales professionals
•    Develop skills to secure relationships and ensure senior alignment through annual business reviews
•    Learn the important intangibles including the need for trust and consultative selling
•    Develop the skills to engage in new business development
•    Learn how to prospect, identify and secure new customers
•    Learn important cold calling techniques
•    Learn to develop effective prospecting techniques
•    Develop the skills for effective and strategic key account planning
•    Understand why maintaining “open” communications is essential to allow the free exchange of ideas
•    Learn to ask the key questions that stimulate discussion that leads to a sale
•    Learn the steps of a persuasive presentation
•    Learn how to secure “buy in” even before you present your plan or idea
•    Learn several techniques for securing a “close” and “asking for the order”
•    Understand verbal and non-verbal customer cues
•    Develop skills to handle buyer objections
•    Develop the confidence, skill-set and strength to enter into negotiations
•    Learn how to handle hardball negotiations and intimidation tactics – and solidify your relationship
•    Learn to identify and develop alternatives that strengthen your negotiating position
•    Learn to develop your “best alternatives” and empower your “walk away” position
•    Learn the steps to a negotiated solution and to achieving a “Yes”
•    Develop skills for analyzing a business and establish a mission, strategy, tactics and actionable goals
•    Understand the basics of customer relationship management
•    Learn what is important to buyers
•    Learn the importance of tracking business generation and a sales funnel
•    Understand the critical need for maximizing account penetration
•    Learn to impact buyer’s (influencer’s, etc.) ability to help shape decisions
•    Learn to plan, set and track actionable sales plans and objectives


"Having Performance Management Academy work with our team was the best decision we could make. Together, we learned the importance of being a good manager – armed with useful information, practical tools and a common language to bring forward as we work to improve the quality of our interactions with one another and our staff. Our facilitator was very skilled and took every opportunity to take our comments and questions about present day situations in our work place, and put them in the context of the useful information we were learning through the course. It was interesting, engaging, and allowed us a whole new perspective on why, as managers, “how” we do something is just as important as “what” we do. I would recommend this workshop to any organization that values its employees and workplace health and productivity."

Indigenous Management and Supervisory Skills - Management Essentials
Chief Executive Officer, Kitselas Band Council

"The presentation, material and knowledge shared provided relevant and comprehensive best practices in recruitment and selection. The candidate screening and communications techniques were particularly insightful. I would definitely recommend this session to both new and seasoned recruiters and hiring managers. "

Progressive Recruiting, Interviewing and Selection
Recruitment and Staffing Specialist, Nasittuq Corporation

"As a manager of many years in different sectors of employment (e.g.; First Nations, Federal Government, Provincial Government and Private Sector) and having attended Management Training courses over the years, this three day (3-day) course was the most informative and motivational and provided the proper tools and knowledge on how to improve as managers. The Facilitator was most accommodating and I felt that all the people who participated felt very comfortable with him. He was very down to earth and extremely entertaining with his presentation style."

Management and Supervisory Essentials
Health Care Manager, First Nations Health Board

"Thank you very much for the workshops. They were very interesting and we all gained more knowledge with the items discussed. Great workshop and well as interesting. Additionally, we had many laughs during the exercises. Thank you ThePMAC."

Management Essentials
Executive Director, Constance Lake First Nation

"Nerahten Developments Limited is committed to the training of its staff, that all of its employees perform their jobs properly and professionally in accordance with established policies and procedures. As we have stated to the Instructor on our departure, we were very satisfied with the five day management training session. The Instructor (Charles Hendriks) explained concepts and ideas effectively, facilitated discussion encouraged participation, responded to students’ questions and had thoroughly knowledge of the course material. The text book material was informative, current and classroom/ facilities was suitable. I feel that I have gained valuable skills and knowledge that will help me in my work performance. I would like to thank all the individuals who made this training session possible and would recommend this course to others. "

Management Essentials
Projects Administration, Nerahten Developments, Fort Good Hope, NT

"I will definitely apply what I learnt in this training to my current position. Thank you." "The material was relevant and appropriate." "I enjoyed the whole experience. The trainer is skilled in engaging the class and providing information in a helpful manner. I highly recommend this training!"

Indigenous Management and Supervisory Skills - Management Essentials
Virtual On-Line Training - Comments from a variety of managers from various organizations - including Treaty 3, Kenora, ON

"I am very pleased with the Indigenous Supervisor Management Skills course. The presenter was well prepared and the content is exactly what I needed to help me function well in my job!! Thank you!!"

Indigenous Management and Supervisory Skills - Management Essentials
Friendship House Association, Prince Rupert, BC

"This training was excellent. It was a great combination between skill and knowledge-basedlearning. There were opportunities to practice what was taught through roleplay and group discussions."

Indigenous Management and Supervisory Skills - Management Essentials
Policy Analyst, Ta'an Kwach'an Council, Whitehorse, Yukon