Becoming a Top-Tier Sales Professionals

CPSA has trained over 17,000 professionals, from new salespeople to seasoned veterans. 95% saw increases in sales as a result.

Developed in conjunction with Human Resources Skills Development Canada, our courses build on extensive research into what sets the best salespeople apart. In-class, online, or on-site, our expert instructors will show you how to put that insight to work to boost your own sales success. 

  • Learn proven, practical consultative selling processes and techniques
  • Nurture profitable, long-last
  • Tailor your communication style to each individual buyer.
  • Successfully negotiate win-win results. 
  • Apply a proven, structured approach to sales calls and presentations.
  • Master management and coaching skills to enhance your team’s performance.



Professional Sales Management


Learning Outcomes​

  • Gain clear expectations of the multiple roles you play as a Professional Sales Manager, from Strategist to Talent Manager
  • Create tailored go-to-market sales strategies for each of your customer segments
  • Shape your sales culture by effectively defining and delivering your vision with a five-step process
  • Successfully guide your team through periods of change or upheaval with specific and proven change management techniques
  • Define a formal sales process for your team and identify the skills required to be successful every step of the way
  • Predict sales performance with specific budgets for each rep
  • Develop forecast templates that help keep you and your reps on track
  • Understand the tools that support sales performance management
  • Formalize talent management with a structure process
  • Create a recruitment plan that ensures you’re using every avenue to find the right candidates
  • Develop motivational compensation plans that make financial sense
  • Screen candidates using specific criteria and tools and conduct structured, in-depth interviews that provide deeper insights into each candidate
  • Select the appropriate type of training for your team and take the steps to measure results
  • Use collaborative coaching and individual performance plans to improve the effectiveness of each one of your reps
  • Complete regular performance reviews that provide constructive feedback and support performance plan



Roles of the Effective Sales Manager

  • Examining the stages of business evolution and the implications for sales management
  • Adding value through your multiple roles as strategist, business manager and talent manager

Vision in Sales Leadership

  • Aligning sales goals with corporate goals and values
  • Selecting your go-to-market strategies to further penetrate the market
  • Learning to lead and inspire representatives towards growth, job satisfaction, and superior performance
  • Communicating vision and change effectively to minimize resistance

Leading through times of change

  • Managing Sales Performance
  • Tools to measure and manage the performance of the sales force
  • Methods to create sales budgeting, forecasting and projecting
  • Solutions for productivity improvement

Talent Management

  • Understanding and implementing the talent management process
  • Creating your own profile of a successful salesperson
  • Recruiting, hiring and compensating your sales team
  • Being knowledgeable about key issues and considerations surrounding termination
  • Presenting strategies to motivate your salespeople towards improved performance
  • Managing sales performance
  • Developing and coaching your company’s most significant resources


Strategic Account Management

Building Blocks of Successful Key Account Selling
Overview of the foundational principles of the Value Pyramid and the various roles played by Key Account Representatives
Optimizing the value clients seek from you and your organization
Strategies to increase integration and synergy within key accounts - partnership evolution
Maximizing ROTI within your accounts and assessing future sales opportunities

Strategic Territory Planning

  • Key concepts and principles about goal setting and forecasting
  • Tools to perform a detailed analysis of your organization as compared to the competition and the marketplace
  • Applying the Key Account Targeting Model to identify where to invest your time: goal alignment, forecasting, territory planning, and time allocation
  • Building the territory plan based on all information collected from various analyses


Strategic Key Account Sales Process

  • Overview of Account Acquisition and Opportunity Sales components of the strategic key account sales process
  • Converting account data into strategic intelligence and insight
  • Building comprehensive action steps, growth strategy, and strategic account plans
  • Using consultative investigation dialogue with members of the Decision Influence Group to uncover their unique motives and needs
  • Keys to effective solution implementation based on a strong business case of financial arguments


Strategic Account Management

  • Building an annual business review for your existing key accounts
  • Developing a strategic account plan, financial business case, to grow your major account
  • Developing and delivering consultative advice and business solutions
  • Building and communicating your unique value proposition to senior executive


Negotiating Strategies

Principles of Effective Negotiation

  • The negotiation style most compatible with consultative selling
  • Applying the concept of re-framing
  • How to determine the real interests of your client
  • Building lasting and beneficial relationships with your client

Influential Negotiating Strategy

  • Managing negotiations using the eight-step negotiation process
  • Exploring the elements of pre-negotiation planning process
  • Using compliance principles and influential negotiation tools
  • Learning to build an atmosphere of cooperation and mutual trust
  • Discovering keys to applying gambits and concessions

Negotiation Interaction

  • Tips for successful negotiation interactions
  • Conducting a mock negotiation session


Communicating to effectively negotiating contracts

Elements of Self-Leadership

Identifying and understanding the values that drive you

Understanding Personality Styles

  • Analysis of your self-perception questionnaire
  • How your behaviour helps to establish rapport with others
  • The decision-making process
  • Knowing and adapting to personality styles when stressed and emotional
  • Risk Factors and Trust in a Business Relationship


Fundamentals to build trust

  • Golden Rules to encourage risk and maintain trust


Communication Skills

  • The power to persuade as an influencing process
  • From "No" to "Yes" – the constructive route to agreement


Goal Setting

  • Eight goal-setting guidelines
  • Time mapping
  • Influencing difficult clients


Coaching for Sales Success

​Collaborative Coaching

  • Delivering three leve
  • Learning the key roles of an effective sales manager
  • Recognizing the differences between managing and coaching
  • Understanding the principles of Collaborative Coaching
  • Creating your own personal development plan


Determining Sales Performance

  • Three elements in sales performance and their measures
  • A structure for understanding and managing motivation
  • Evaluating and measuring sales effectiveness
  • Developmental Planning
  • The Talent Management Process
  • Coaching as part of training and ongoing performance management


Coaching Calls

  • Techniques to develop business through the efforts of others
  • Three types of Coaching Calls and pre/post call process
  • Establishing coaching protocols and standards


The Coaching Conversation

  • Understanding and applying the four stages of a collaborative coaching conversation
  • Handling conflict with the coaching conversation
  • Using the communication skills of active listening and questioning
  • Obtaining non-evaluative feedback





Sales Management 101

Veterans Career and Transition Services Inc.  (VeCATS)