Strategic Sales: Building a High-Performing Sales Department
Eight weeks of practice: sales strategy, negotiation, team structure, KPIs, CRM and AI — up to a ready sales development plan.
Duration8 weeks
Sessions1–2 per week
OUR STUDENTS
OUR STUDENTS:
- business owners whose sales still depend on them personally;
- managers who need to build a sales department from scratch or rebuild an existing one;
- heads of sales who want a manageable system instead of hands-on control;
- salespeople who sell every day and want to move from intuition to method — from the first question to closing the deal;
- owners and managers who already have a CRM but get neither revenue forecasting nor a manageable pipeline out of it.
COURSE ADVANTAGES
A complete approach to sales
- from the salesperson’s own skills and negotiation to building and managing an effective sales department.
Practice rather than pure theory
- participants work with real business cases, run negotiation simulations, handle objections and build their own sales system.
Practitioner lecturers
- the course is taught by several experts with hands-on experience in sales, management, business, negotiation and company growth.
Work on your own business or project
- every tool can be applied immediately in your own company or sales department.
Building a system, not isolated skills
- sales strategy, team structure, KPIs, motivation, CRM, pipeline, forecasting and performance control come together into one model.
Modern AI and digital tools
- artificial intelligence, CRM and automation for prospecting, communication, analysis and sales efficiency.
Learning through practical assignments
- role-play negotiations, case reviews, objection handling, presentations and analysis of real situations.
A final practical project
- each participant develops their own Strategic Sales Development Plan and a 90-day implementation plan.
Networking and shared experience
- work alongside entrepreneurs, executives and sales professionals from different industries.
Focus on a measurable business result
- the goal is not simply to teach selling, but to help you create a managed system capable of steady sales growth.
Course team
Yevhen Teplyakov
Certified business trainer and European-standard coach, NLP master and psychologist. Over 16 years training sales teams; holder of the Golden B2B Sales Trainer award in 2019, 2020 and 2021. Companies whose staff he has trained include Freedom Holding, Toyota, Lexus, Raiffeisen Bank, Mastercard, L’Oréal, Pfizer and KMBS.
COURSE PROGRAMME
1. MODULESales strategy & sales system
- The role of sales in business strategy
- Sales strategy vs. individual sales activity
- B2B and B2C sales models
- Customer journey and sales funnel
- Ideal Customer Profile (ICP) and customer segmentation
- Value proposition and competitive positioning
- Designing the sales process
- Sales channels and routes to market
- Setting sales goals and revenue targets
- Sales department audit: identifying gaps and growth opportunities
Practical outcome: participants create a basic Sales Strategy Map for their company.
2. MODULECustomer psychology & consultative selling
- Customer psychology and buying behaviour
- Building trust from the first interaction
- Identifying customer needs
- Types of customer needs: explicit, hidden and latent
- Asking the right questions
- Active listening
- Consultative selling
- SPIN and other questioning frameworks
- Understanding customer priorities and decision criteria
- Identifying decision-makers and stakeholders
- Emotional intelligence in sales
- Building long-term customer relationships
Practical outcome: participants develop a Customer Discovery Framework and questioning script.
3. MODULEValue-based selling & sales presentation
- Features vs. benefits vs. business value
- Creating a strong value proposition
- How customers perceive value
- Presenting products and services effectively
- Sales storytelling
- Structuring a persuasive sales presentation
- Building credibility and authority
- Social proof and case studies
- Cross-selling and upselling
- Personalisation of sales presentations
- Presenting price through value
- Selling premium products and services
Practical outcome: participants prepare and deliver a 5-minute sales pitch.
4. MODULEObjections, negotiation & closing
- Why customers object
- The psychology behind objections
- The most common sales objections
- Working with price objections
- “Too expensive”, “I need to think”, “Not now”, “We already have a supplier”
- Identifying the real objection
- Negotiation fundamentals
- Preparing for negotiations
- BATNA and negotiation boundaries
- Price negotiation and discount strategy
- Protecting margins
- Ethical persuasion techniques
- Buying signals
- Closing techniques
- Creating urgency without pressure
- Follow-up strategies
- Recovering stalled deals
Practical outcome: role-play: objection → negotiation → closing.
5. MODULEBuilding a high-performing sales department
- Designing the sales department
- Roles within modern sales teams
- SDR / BDR / Sales Manager / Account Manager / Head of Sales
- Hunters vs. farmers
- Recruiting salespeople
- Building the ideal salesperson profile
- Onboarding and adaptation
- Sales competencies and skills matrix
- Setting individual and team targets
- KPI system for sales
- Leading vs. lagging indicators
- Sales motivation
- Financial and non-financial incentives
- Commission and bonus systems
- Performance management
- Managing underperformance
- Building a high-performance sales culture
Practical outcome: participants design their sales department structure together with a KPI and motivation system.
6. MODULESales management, pipeline & forecasting
- Sales pipeline management
- Pipeline stages and conversion
- Sales forecasting
- Revenue planning
- Conversion analysis
- Average deal size
- Sales cycle
- Customer acquisition cost (CAC)
- Customer lifetime value (LTV)
- Win rate and loss analysis
- Sales dashboards
- Weekly sales meetings
- Effective 1-to-1 meetings
- Sales coaching
- Deal reviews
- Accountability within the sales team
- Creating a Sales Playbook
Practical outcome: participants create a Sales Dashboard and a sales management system.
7. MODULECRM, AI & sales automation
- CRM as the core of the sales system
- CRM structure and pipeline configuration
- Lead management
- Sales automation
- Automated follow-ups
- Email sequences
- Lead scoring
- Sales analytics
- Using AI for customer research
- AI for lead generation and prospecting
- AI-assisted sales scripts
- AI for personalised outreach
- AI for analysing sales calls
- AI for objection handling and sales coaching
- Integration between marketing and sales
- Building a scalable digital sales infrastructure
Practical outcome: participants create an AI & Sales Automation Map for their business.
8. MODULEScaling sales & final sales strategy
- Scaling a sales department
- When and how to expand the sales team
- Territory and market expansion
- Key Account Management
- Customer retention
- Repeat sales
- Referral systems
- Strategic partnerships
- International sales
- Sales and marketing alignment
- Creating predictable revenue
- Continuous improvement of the sales system
Course tariffs
Tarif
Self-learning
- Online learning format
- Flexible study schedule
- High-quality video course with practical homework assignments
- Educational materials and practical course templates
- Independent completion of homework assignments without feedback
- Training period of 8 weeks
- Start anytime
- *20% discount for early booking 2 months before the start
$1,200
Book a coursePopularTarif
Online
- Online learning format
- Fixed study schedule (120 minutes, 1–2 times a week)
- Mini group of 6 to 15 people
- Personal assistant/support
- Educational materials and practical course templates
- Homework assignments with feedback from the consultant
- Training period of 8 weeks
- Certificate of course completion
- Opportunity to present your project to a potential partner/investor
- The course starts every 2 months
- *20% discount for early booking 2 months before the start
$2,400
Book a courseTarif
Offline
- Offline learning format in London, UK
- Fixed study schedule (120 minutes, 1–2 times a week)
- Mini group of 6 to 15 people
- Personal assistant/support
- Educational materials and practical course templates
- Homework assignments with feedback from the consultant
- Training period of 8 weeks
- Certificate of course completion
- Visa and tourist assistance
- Start based on group enrollment
- *20% discount for early booking 2 months before the start
$4,800
Book a courseAwards
- Each student will receive a certificate of completion of the course
- You will be added to the alumni chat and community
- The top students will receive additional grants to continue their education
- Graduates of the course can receive additional consulting support from SC CONSULTING
Your certificate is recognised by employers and partners in the UK, the EU, the USA and other countries.
A CPD certificate strengthens your professional reputation and helps you stand out in the job market.
Testimonials
After completing the business school, we realized:
- The financial and organizational structure of the company was worked out, and thanks to this we were able to restructure and improve the way in which the company works.
- We saved considerable time and money by contacting Serhiy and his team.
Vasily Kostyuk
Owner of KoscomCable Inc., USA
After completing the business school we received a structured and clear explanation of working with finances, and learned how to work with finances — realising that it is not as scary as it seems.
Alexander Gryazev
CEO and co-founder of the construction and repair company “Cosinus Ltd.”
After completing the business school, we realized:
- 4 months after the start of cooperation, I received a fully packaged turnkey business without spending even an hour of my time.
- I discovered the concept of ‘franchise’ and understood how it works.
Anastasia Zavadskaya
Head and founder of the chain of beer stores “MaxBeer”
We took the business school in order to:
- get a structured company;
- get an understanding of how to properly structure and scale the company.
Danil Kurbatsky
Co-owner of KoscomCable Inc., USA
We took the business school in order to package our business for franchising.
- We realized that the franchise is not as difficult as it seems at first glance.
- We learned a lot during the packaging process, which I implemented in my business.
Anna Voitenko
Owner of the chain of clothes stores “Ocean”
Video testimonials
WEBINAR ABOUT THE COURSE
Free webinar about the course, its value and content
What you get
- Information about the structure of the course.
- Answers from the speaker and a detailed understanding of the course content and its value to you in the future.
- Analysis of practical previous cases.
The webinar will be held online.
Duration and bonuses
- Webinar is held monthly by prior agreement.
- The duration is 60-90 minutes depending on the number of participants.
- All webinar participants will have the opportunity to book the course at a discounted rate if desired.
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