DM411
Sales as a Science
Faculty
Olaf Knijn
Head of Sales Strategy at HERE Technologies
Course length
Duration
Total hours
Credits
Language
Course type
Fee for single course
Fee for degree students
Skills you’ll learn
Overview
A complete and mind-opening journey into the world of B2B sales. This 3-week course combines in-depth B2B sales knowledge with very practical and ready-to-use tools and collateral from today's best and brightest salesminds combined into your own Sales Playbook
While a fundamental knowledge and understanding of the learning tools central to the sales profession are integrated into the course, the most valuable lessons come from placing students directly into the role of CCO.
Learning highlights
- The first part will deal with sales strategy and methodology: high-, low- or no-touch sales, the complexity of buying cycles and buying centers, value proposition complexity and risks are taken into consideration when designing the strategy.
- From these fundamentals, we develop training, coaching and tools that can ramp up the salesforce (even a one-man band salesforce). All need to be very practical and used in everyday sales situations on the spot.
- Finally, everything needs to be integrated into the companies’ marketing and operational activities, and the customer journey needs to reach the full circle.
Course outline
15 classes
Session 1
Introduction to Course
Session 2
Designing your Sales Playbook I
Defining the Buying Journey
Session 3
Designing your Sales Playbook II
Aligning selling to buying
Session 4
Introduce Value to your Sales Playbook
Value proposition and personas
Session 5
Activating your Sales Playbook
Design sales tools and collateral
Session 6
Review session I
Extra: Sales Remuneration
Session 7
Review session II
Extra: Sales Methodologies
Session 8
Critical questioning:
Guest lecture by Mr. M. Verhaagen (CCO AirPlus / HRS)
Extra: Sales Automation
Session 9
Review session III
Extra: Sales Coaching
Session 10
Activating Sales Plays I - Present
Progressing Deals - Evaluating your sales decks and pitches
Session 11
Activating Sales Plays II - Negotiate
Guest lecture by Karim Davezac / owner Merindol
Negotiation tactics
Session 12
Activating Sales Plays III - Legal
Guest lecture by Mr. J. Seligmann / CLO ASM Holding
Sales conversations / questioning techniques
Session 13
Activating Sales Plays IV
Objection handling: frame - reframe
Session 14
No lecture
Teacher on stand-by
Prep for Final presentation
Session 15
Finalising the Sales Playbook
Presentations and Goodbye
Course materials
Books
Media
Prerequisites
Students need to be active in a Business-to-Business environment to fully enjoy the value of this course.
Methodology
Students form teams that will create their own Sales Playbooks, observe sales behaviours, experiment with sales tools and analyse their Sales-DNA test outcomes, and other key areas.
The teams will also engage directly with prospective customers and adapt and iterate their Playbooks on the basis of these interactions.
Theory and lessons from the experiences and knowledge of the course instructors supplement the team-oriented experiential components of the course to create a comprehensive understanding of what it takes to go from a hit-and-miss sales effort to a comprehensive “Enabled Sales” approach.
Grading
Olaf serves a Sales Enabler at SalesTomorrow, developing sales strategies for start-up’s, scale-up’s and corporates. Previously, he was involved as Global Sales Lead at HRS Group and as Global Sales Excellence Director at Lufthansa’s AirPlus. Prior to this Olaf has started and grown various bootstrapped companies (K2-B, PiM’S, SalesTomorrow), and gained field experience in sales as sales executive, sales Manager and Commercial Director within the software industry.
“In my professional career it has always been about building things. From early on I’d be selected to start up a new department, head up sales for a new product or start selling into a new market segments. Building something where there is still preciously little.”
See full profileApply for this course
Sales as a Science
by Olaf Knijn
Total hours
45 Hours
Dates
May 24 - Jun 11, 2021
Fee for single course
€1500
Fee for degree students
€750
How to secure your spot
Complete the form below to kickstart your application
Schedule your Harbour.Space interview
If successful, get ready to join us on campus
FAQ
Will I receive a certificate after completion?
Yes. Upon completion of the course, you will receive a certificate signed by the director of the program your course belonged to.
Do I need a visa?
This depends on your case. Please check with the Spanish or Thai consulate in your country of residence about visa requirements. We will do our part to provide you with the necessary documents, such as the Certificate of Enrollment.
Can I get a discount?
Yes. The easiest way to enroll in a course at a discounted price is to register for multiple courses. Registering for multiple courses will reduce the cost per individual course. Please ask the Admissions Office for more information about the other kinds of discounts we offer and what you can do to receive one.