Sales Fundamentals Essentials
Sales Fundamentals Essentials provides a deeper sales development pathway for teams that want a complete, repeatable sales process. The program covers ideal customer profiles, outreach sequences, discovery, value proposition, CRM, pipeline reviews, objection handling, closing, customer retention, AI-assisted selling, and sales process documentation exercises.
Program Detail
Online
$9,200 + HST per trainee
Duration
12 Weeks
Application Status
Open
Module 1: Ideal Customer Profile & Market Segmentation
Module 2: Multi-Channel Outreach & Sequencing
Module 3: Buyer-First Discovery & Qualification
Module 4: Value Proposition & Competitive Positioning
Module 5: Lead Nurturing & AI-Powered Sequences
Module 6: Running High-Impact Sales Meetings
Module 7: CRM Mastery & Revenue Intelligence
Module 8: Modern Cold Outreach & Objection Handling
Module 9: Closing Techniques for Modern Buyers
Module 10: Customer Retention & Expansion Revenue
Module 11: AI-Assisted Selling & Sales Productivity
Module 12: Sales Process Documentation & Onboarding
Sales Fundamentals Essentials
A complete sales development program covering the full selling sequence: prospecting, discovery, pipeline management, closing, and customer retention.
Highlights and Key Outcomes
Sales Fundamentals Essentials is an instructor-led program designed for growth-focused SMB teams that want a more complete and repeatable revenue process.
The program covers the full sales cycle, from identifying the right customers and building qualified pipeline to improving discovery, managing CRM, running better sales meetings, closing with confidence, retaining customers, and using AI to improve sales productivity. It is designed for teams that want shared language, stronger habits, and a more structured approach to revenue growth.
By the end of this program, participants will be able to:
Build a clear
Ideal Customer Profile and market segmentation approach
Create a structured outreach cadence across multiple sales channels
Use buyer-first discovery and qualification frameworks
Develop stronger value propositions and competitive positioning
Improve lead nurturing, CRM discipline, and sales meeting effectiveness
Handle objections and closing conversations with more confidence
Build customer retention and expansion habits after the initial sale
Apply AI tools to sales research, outreach, CRM updates, and proposal drafting
Document a repeatable sales process that can support onboarding and team consistency
Curriculum Details
Module 1: Ideal Customer Profile & Market Segmentation
Participants learn how to define best-fit customer profiles using sample data, customer value frameworks, and market segmentation. The module covers how to prioritize accounts and estimate the volume of sales conversations needed.
Module 2: Multi-Channel Outreach & Sequencing
Participants build a structured outreach approach across email, LinkedIn, calling, and referrals. The focus is on creating a coordinated sequence that feels relevant to buyers and helps generate more consistent qualified pipeline.
Module 3: Buyer-First Discovery & Qualification
Participants learn how to ask better questions, earn trust, and uncover the business impact behind a prospect’s needs. This module introduces a modern qualification approach that helps teams assess opportunities without relying on outdated scripts.
Module 4: Value Proposition & Competitive Positioning
Participants develop clearer messaging around the measurable outcomes customers receive. The module also helps teams position against competitors and handle conversations where buyers are comparing options or considering staying with the status quo.
Module 5: Lead Nurturing & AI-Powered Sequences
Participants learn how to stay relevant with leads that are interested but not ready to buy. The module covers nurture sequences, buying signals, re-engagement, and how AI can support timely and personalized follow-up.
Module 6: Running High-Impact Sales Meetings
Participants learn how to turn sales meetings into structured conversations about pipeline velocity, deal risk, and rep coaching. The module focuses on using dashboards and clear agendas so meetings drive action instead of becoming status updates.
Module 7: CRM Mastery & Revenue Intelligence
Participants learn how to make CRM a useful sales management tool rather than just a record-keeping system. The module covers pipeline stages, data hygiene, automation, leading and lagging KPIs, and visibility into where deals are being lost.
Module 8: Modern Cold Outreach & Objection Handling
Participants build stronger cold outreach scripts that lead with relevance and earn the right to a conversation. The module also includes objection-handling practice for common early-stage sales objections.
Module 9: Closing Techniques for Modern Buyers
Participants practise closing techniques that focus on clarity, certainty, and well-defined next steps. The module covers late-stage objections such as price, timing, internal approval, competitor evaluation, and status quo.
Module 10: Customer Retention & Expansion Revenue
Participants learn how to turn customers into a stronger source of repeat business, expansion, and referrals. The module covers onboarding, QBRs, expansion triggers, and referral activation.
Module 11: AI-Assisted Selling & Sales Productivity
Participants learn how to use AI to support account research, personalized outreach, CRM updates, meeting summaries, lead scoring, proposal drafting, and follow-up emails. The focus is on practical AI use cases that reduce admin time and improve sales productivity.
Module 12: Sales Process Documentation & Onboarding
Participants review how the skills and frameworks covered in the program can be organized into a reference guide for ongoing practice. The module also covers how structured onboarding supports faster ramp-up for new sales staff.
Who Should Attend
This program is designed for:
Sales managers and team leads who want to build a more structured, repeatable sales approach" and "Sales support staff who work alongside the sales function
Sales teams of 2 to 20 that are moving from reactive selling to a more structured process
Sales managers who want a common language, shared methodology, and coaching framework
Marketing and operations leaders who need to align with sales around pipeline, ICP, and revenue goals
What Participants Work On
Throughout the program, participants complete practical exercises using standardized sales scenarios, sample pipelines, and hypothetical buyer profiles. Activities include ICP exercises, outreach sequence design, discovery question building, value proposition practice, CRM exercises, objection handling, closing practice, retention scenario exercises, and AI-assisted sales workflow practice.
Participants leave with a clearer sales process, stronger team alignment, and practical tools they can apply to active opportunities and future sales onboarding.
Faculty
Agnes Lan,
MBA, P.Eng, CSL
Vyona Ma,
CSL
Michael Izzi,
JD/MBA
