HTE410
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 sales minds 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
- Students will finalize a complete and practical Sales Playbook that will help them manage their own sales cycle and those of others.
- The first session will deal with sales strategy and methodology: high-, low- or no-touch sales, the complexity of buying cycles and buying centers, value proposition crafting and business drivers are taken into consideration when designing the strategy.
- From these fundamentals, we develop a customer centric b-2-b sales process with 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 activated: we will attend more to the art of science, and exercise on negotiating, presentation skills, interview to qualify, and coach each other in learning-by-doing sessions.
Course outline
15 classes
Session 1
Introduction to Course Goals & Groups.
The OktroGrid Case.
Session 2
The Science of Sales: Designing your Sales Playbook I.
Deep customer understanding on steroids.
Session 3
The Science of Sales: Designing your Sales Playbook II.
Highly personalized value messaging.
Session 4
The Art of Sales: Pitch Perfect.
Sell me this pen…
Session 5
The Science of Sales Designing your Sales Playbook III.
Introduce value to your sales playbook.
Session 6
The Art of Sales: The art of asking questions.
Develop your Sherlock Holmes…
Session 7
Afternoon session: The Art of Sales Activating Sales Plays I - Developing Sales Superpowers.
Guest lecture by Mr. M. Welch (Owner Welch Global consulting).
Session 8
Review session I.
Messaging model. Stakeholder map.
Communicating the right thing to the right person.
Session 9
The Art of Sales: Objection Handling FBI style.
Master every situation with smart techniques.
Session 10
Review session II.
Value frame. Business Case.
Express how to make or save your customer money.
Session 11
The Art of Sales: Winning Heart and Minds.
Delivering class A presentations.
Session 12
The Art of Sales: Professional negotiation.
Create your trade plan.
Session 13
No lecture Teacher on stand-by.
Prep for Best in class presentations.
Session 14
Finalising the Sales Playbook I.
Individual Reflection & lessons learned.
Session 15
Finalising the Sales Playbook II.
Individual Reflection & lessons learned.
Course materials
Books
Media
Prerequisites
Students need to be active in a Business-to-Business environment to fully enjoy the value of this course. Preferably they work for a company, or have founded a company, that has a proven value in the market and there are some first sales experiences already.
Methodology
Team-work (Students form teams that will create their own Sales Playbooks, observe sales behaviours, experiment with sales tools, and other key areas. The teams will also engage directly with professionals (CCO, negotiation expert, partner expert, sales psychology expert) and adapt and iterate their Playbooks on the basis of these interactions)
Lectures
Home assignments
Final presentation
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
Apr 29 - May 17, 2024
Fee for single course
€2999
Fee for degree students
€1499
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.