Comprehensive Sales Subject Outline

Course Fees: $2,995.00

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Eleven Ten Institute’s Business Professional Development Program for Senior Managers, Entrepreneurs, Small Business Owners and their teams (BPD Program).
In British Columbia, small businesses employing 50 people or less comprise 98% of all business and 30% of the province’s gross domestic product. Small and start-up businesses face unique challenges concerning capacity building around human resource management, strategic management, business planning, sound process and healthy financial outcomes. The BPD Program uses a combined relationship and systems-based approach to examine business structures, processes, and functions within an organization and its leadership. Learners, both new entrants to the business world and seasoned professionals, will experience a deep exploration of personal strengths and values as they harness their business acumen to inspire and lead others to innovative business solutions. The goal is to become an effective leader who strategically aligns organizational objectives with individual development so that both roads lead to outstanding performance.

Subject Overview: Fundamental Sales Skills

The fundamental sales skills program begins June 1st, 2021. It is limited to 12 participants at any one time and requires a commitment of one evening (three hours) per week over the course of eight weeks (24 hours in total).
Subject Purpose
The overall purpose of this subject is to ensure participants create long-lasting behaviour changes and measurable results by mastering performance through knowledge, skill and discipline that will allow them to increase both the number of sales they make and the value of each sale, as well as reduce individual sale cycle times.
Every organization’s success is determined by the sales methodology employed by its sales agents, be they a dedicated sales professional(s) or an owner operator(s). This program is designed for sales professionals who are individual members of a team and for those who manage a team or the sales function of a business. However, since we all need to sell ourselves and our ideas in one capacity or another, any professional who wants to become a more effective, confident seller will benefit from these techniques.
Financial success is directly affected by the sales strategies implemented, and in today’s highly competitive business landscape where every business is trying to outperform that of their competitors, it is extremely important for business professionals (at all levels) to develop a good understanding of the sales process and how that helps them in building and sustaining revenue streams in the contemporary market while acting in an ethical and socially responsible manner.

Subject Summary

Using the following nine (9) modules, this fundamental sales skills program is designed to help participants understand and demonstrate skills in creating a sales process, building a pipeline of prospects and moving prospects through all aspects of the sales process (qualifying, decision making, agreement & post sale).
Module 1: Sales Psychology
Apply the techniques developed through Transactional Analysis to understand what motivates any prospective buyer to select your offering over that of others.
Module 2: Sales Process
Explore the consistent paradigm that can be applied throughout the sales process regardless of vertical market or selling domains.
Module 3: Sales Funnels
Understand how to create a sales funnel that moves prospects through measurable progress, how to prevent “bloated funnels” and what activities must be accomplished in funnel management.
Module 4: Interpersonal Sales Skills
Learn about and apply the DISC framework to demonstrate effective listening techniques. Learn how to effectively engage with multiple buyer archetypes.
Module 5: Prospecting for New Business
Understand cold calling scripts and the role of cold call prospecting in the sales cycle. Understand the role of social media as a form of prospecting.
Module 6: Qualifying Deals
Understand the different types of decision makers and explore whether all the underlying buyer pain points have been uncovered.
Module 7: Negotiating Budgets
Explore how buyer “money-psychology” impacts sales volumes. Understand how to extract the true budget number from prospects.
Module 8: Sales Proposals
Understand the requirements for a successful proposal and what not to do at this critical sales stage.
Module 9: Post Sales Strategies
Learn how to uncover and avoid buyer’s remorse. Understand the tools available for pre- and post-call review and analysis.

Subject Learning Outcomes

Upon successful completion of this subject, participants will be able to assess their current knowledge, skill, and discipline as a salesperson, applying the lessons from the course immediately to their professional and personal interactions. The participants will be able to:
Deliver an increased growth on existing accounts of at least 15%
Deliver an increase in average sales size of at least 25%
Double their proposal success rate
Reduce sales cycle time by at least a third
Demonstrate a minimum 200% increase in new lead generation within 6 months
Demonstrate a 12.5% productivity & performance improvement indicated by increased use of interpersonal sales skills in practice
Demonstrate an understanding of key sales principles including but not limited to:

o Effective use of various listening and psychology of selling tools
o Sales Performance Indicators
o Sales funnel and progress tracking
o Classifying prospects – understanding buyer intent, budget, and responsibility
o Sales interaction management
o Time management
o After the sale sales strategy
o Best practices for training, building and managing high-performing sales teams

Certification Qualifications

Each participant will receive a Certificate of Completion from The Black Sheep Institute for mastering sales fundamentals. This Certificate of Completion represents 20% of the BPD Program fulfilment.

Summary of Assessment Tasks

The evaluation criteria used for this course are represented below. Specific course evaluation information will be provided by the instructor at the start of the course.
Criterion % of Final Grade (may be represented as a range):
40% - Course work (activities, assignments, essays, reports, etc.)
20% - Quizzes and exams
40% - Simulations/Lab Attendance/Participation (in class or online)
100% - Total


Tara Dobbs
Tara Dobbs is an experienced entrepreneur and is in demand for her expertise in building high performing, strengths-based workplace cultures. Tara left her successful career in the financial services industry in order to help her father run his disaster restoration business while he battled liver cancer. Tara took over and successfully ran the multi-million dollar business for eight years after her dad passed away before winding it down due to changes in the insurance industry. While working as a corporate recruiter Tara discovered the impact positive psychology was having on businesses and individuals and decided to change careers and obtain the necessary credentials. Tara then began partnering with individuals and organizations seeking to create high-performing cultures based on the Gallup CliftonStrengths platform. Tara is a Sandler Solutions trained professional.
Tara holds a B.A. from the University Of British Columbia and is a former member of the Entrepreneurs Organization (EO). She holds certifications from the Gallup Organization as a Certified Strength Coach and is a CoreClarity facilitator. Tara and her team at the Eleven Ten Training Institute work with select leaders and clients in Canada, USA, Singapore, Mexico, South Africa, Australia, UK and India.

Peter Holgate
Peter J. Holgate is a well-rounded business leader, having created more than $200M in enterprise value in starting and building 6 businesses over the past 25 years. Peter’s leadership and passion in the circular economy has garnered attention from industry organizations and government, earning respected awards for Ronin8. Peter is a global thought leader, and in addition to having his insightful articles featured in leading publications such as World Economic Forum, Recode, Financial Post and Wired he has also authored two published books: Strategy Hack: 3 Steps to Build a Successful Strategy (2011) and I’m Great (and You’re Not): How an Olympian Taught me to Play Well with Others (2019).
Peter holds a Masters in Business Administration (M.B.A.) degree from Simon Fraser University with a focus on business strategy. Peter successfully completed the Harvard Business School Strategic Negotiations: Dealmaking for the Long Term Program. Peter plays an active role in the local business community including his service as Learning Chair, Finance Chair and President-Elect for the Entrepreneurs Organization (EO). Peter serves on the board of the Vancouver Entrepreneurs Forum (VEF), is a mentor with the New Ventures BC (NVBC) program and is a mentor with the YELL youth program in the province. Peter is a Sandler Solutions trained Sales Professional and continues to receive ongoing Sales Coaching to improve his real-world performance.


English proficiency level
Graduation from Secondary School
Minimum 3 years' work experience
Growth Mindset

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