COVID-19 STATEMENT: While this virus is impacting everyone differently, this online program is continuing as planned.
Please consider joining our global online classroom for an enriching and interactive experience to further your career.


August 12, 2020


10 weeks, online
4-6 hours/week


August 12, 2020


10 weeks, online
4-6 hours/week

Master Sales Through Knowledge, Skill, and Discipline

The way to reach breakout performance in sales is the same formula for becoming adept at anything, from playing piano to programming Python. It's about mastering performance through knowledge, skill, and discipline. Organizations are clamoring for high-impact sellers and we know what it takes to become one.

  • 27% Close Rate

    The U.S. national sales closing rate is just 27% and 48% of sales calls end without an attempt to close the sale.

  • 53% Meet Quotas

    Only slightly more than half of sales representatives (53%) are meeting or exceeding their quotas according to a recent World-Class Sales Practices Study.



Program Overview

Watch this short overview video on Mastering Sales online program to find out how you can reach breakout performance in sales by mastering performance through knowledge, skill, and discipline.

What You’ll Learn

Watch this video to find out what you’ll learn in the Mastering Sales online program, which offers a comprehensive look at the entire sales process and features proven techniques for being an effective salesperson.

Your Learning Experience

Watch this video to learn more about how the Mastering Sales online program features everything from live teaching sessions and fireside chats with industry leaders to interactive application exercises and peer learning to reach your full selling potential.

Who Is This Program For?

In this video, discover if you’re a good match for the Mastering Sales online program, which enables individuals and teams to become more effective and confident in selling.

Key Takeaways

  • Learn proven techniques for being an effective salesperson, based on our research at the Kellogg Sales Institute, and from our direct experience with some of the most successful companies in the world, both B2B and B2C
  • Put more than 30 different tools into practice, building a personal Sales Toolkit designed to help you at each phase of your sales process: preparation, contact, and scale
  • Participate in an assessment of your current knowledge, skill, and discipline as a salesperson, and get a roadmap for how to develop meaningful, lasting habits for you and your team
  • Learn best practices for recruiting, training, building and managing high-performing teams
  • Apply the lessons from the program immediately to your professional and personal interactions
  • Receive a Certificate of Completion from Kellogg School of Management for Mastering Sales

Program Experience

  • Fireside Chats with Global Sales Leaders
  • 30+ Tools for Your Sales Kit
  • Peer Learning & Feedback
  • Interactive Application Exercises & Capstone Project
  • 3 Live Sessions with Craig Wortmann
  • Knowledge/Skill/Discipline Personal Assessment
  • Dedicated Program Support Team
  • Mobile Learning App

Who Is This Program For?

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, including:

  • Sales managers or executives looking to effectively coach your team and build a high-performing sales engine
  • Entrepreneurs looking to build a sales team and acquire customers
  • Business leaders who would like to be more persuasive and influential
  • Business development professionals who play a role in sales and managing relationships
  • Professionals making a horizontal career shift into sales from another functional role

To maximize impact, sales teams are encouraged to join as a team. Special pricing is available for group enrollments, contact

Your Learning Journey

Over the course of ten in-depth modules, you will learn to apply more than 30 different tools into practice, building a personal Sales Toolkit designed to help you at each phase of your sales process: preparation, contact, and scale.

Your Learning Journey

Program Topics

In this online program by Kellogg Executive Education, you'll gain an end-to-end perspective of the modern marketing process.

  • Module 1: Enhancing your Selling and Persuasion Skills: Knowledge, Skill, and Discipline
  • Module 2: Targeting: Stakeholder Mapping, Creating Personas, Planning Your Week, and Talking about Your Competitors
  • Module 3: Lead Generation Tactics: Building Your Network, Cold Calls, Introductory Emails and Proactive Pursuit
  • Module 4: Nurturing Prospects: Qualifying Prospects, Listening and Asking Questions, and Acing the Meeting
  • Module 5: Telling the Right Story at the Right Time for the Right Reasons
  • Module 6: Presenting Like a Pro: How to Engage Your Audience and Win Business
  • Module 7: Team Selling, Getting Deals Unstuck, and Closing The Deal
  • Module 8: Going Above and Beyond and Delighting Clients
  • Module 9: Giving Feedback, Optimizing Your Weekly One-On-One, and Building a Sales Culture
  • Module 10: Putting Your Powerful Sales Toolkit into Action

Sales Toolkit

The Mastering Sales program features over 30 distinct sales tools participants can add to their skill set. These sales tools include:

  • Filtering Your Target Market Filtering Your Target Market
  • Mapping StakeholdersMapping Stakeholders
  • Creating Personas & Qualifying FastCreating Personas & Qualifying Fast
  • Competitive Talking PointsCompetitive Talking Points
  • Plan the Work, Work the Plan: Weekly CadencePlan the Work, Work the Plan: Weekly Cadence
  • Proactive Pursuit: Turning Cold Calls into Warm LeadsProactive Pursuit: Turning Cold Calls into Warm Leads
  • Building Your Prospecting ScriptBuilding Your Prospecting Script
  • Art of the Sales ConversationArt of the Sales Conversation
  • Asking the Right QuestionsAsking the Right Questions
  • The Perfect Sales Meeting Checklist
  • Objections Matrix
  • Closing Well
  • Getting a Deal Unstuck
  • Team Selling for Impact
  • Giving (and Receiving) Feedback

Guest Speakers Include

Jim McAvoy

Jim McAvoy

Founder and President of JWMcAvoy & Company, LTD. a firm that is solely focused on finding qualified leads for its clients...More info

Suzanne Muchin

Prof. Suzanne Muchin

Adjunct Lecturer of Management Communications at the Kellogg School of Management and Co-founder and Principal of Mind + Matter Studio,...More info

Dan Pink

Dan Pink

Dan Pink is the author of several best-selling books on business, work, and behavior. His TED Talk on the science of motivation...More info

Helen Calvin

Helen Calvin

Chief Revenue Officer at Jellyvision, a software company that helps employees make better decisions about benefits and finances...More info

Thomas Stovall

Thomas K.R. Stovall

Founder of Intention Mastery and Google Entrepreneur-in-Residence, Thomas conveys his powerful...More info

Prof. Andrew Sykes

Prof. Andrew Sykes

Adjunct Lecturer of Innovation and Entrepreneurship at the Kellogg School of Management. Andrew holds over 25 years of leadership, organizational...More info

Program Faculty

Clinical Professor of Innovation and Entrepreneurship,
Executive Director of the Kellogg Sales Institute

Craig has been a professor, salesperson, and entrepreneur for more than 25 years. From IBM Corporation as the #2 performer in his year-long classical style sales training class, to a Dean Witter company covering three-quarters of the country selling to large retailers, Craig is an expert in all things sales. After earning his MBA from Kellogg in 1995, Craig joined the Forum Corporation and quickly became the firm's new product launch and client recovery... More info


Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants.This program is graded as a pass or fail; participants must receive 80% to pass and obtain the certificate of completion.


After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management.


Early registrations are encouraged. Seats fill up quickly!

Flexible payment options available. Click here to know more.

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