1. Training Courses
2014 / 2015
WWW. S A L E S I N ST I T U T E . I E
Selling
Negotiating
Connecting
Management
Coaching

2. WWW. S A L E S I N ST I T U T E . I E
Table of Contents
Diploma in National and International Selling 2
Sales Skills Free Training Workshops for Members 3
Managing Major Accounts 4
B2B Selling for Field Sales Professionals 5
Increasing Sales by Telephone 6
Events Schedule 2014 - 2015 7-8
Microsoft Office for Sales Professionals 9
Effective Negotiation Skills 10
Field Sales Coaching for Managers 11
LinkedIn for Acquisition and Retention 12
Remote B2B Selling for Inside Sales Professionals 13
Early Bird Rate
15% Discount for courses booked and
paid six weeks in advance

3. The Diploma in National and International Selling has
been developed through the partnership of the
National College of Ireland and the Sales Institute.
This programme is aimed at Business to Business Sales
Professionals and is particularly relevant to people working in
B2B field sales roles selling in a local i.e., national market or
inside sales roles selling in a national or international context.
The programme will be delivered part-time two evenings a week over
twelve months comprising three terms. All assessments from this
programme will be work related and the final dissertation will include a
significant work based project.
Term 2
Account Management
Channel Management
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2
Diploma in National and
International Selling
Course Outline:
Who Should Attend:
Programme Format and Assessment
Term 1
Sales Process
Sales Communications
Award
Term 3
Negotiation and Writing Skills for Sales
Social Media for Sales
Dissertation
This is a full level 7 diploma (60 ECTS credits) and graduates from this programme can
progress to a wide variety of programmes on the National Framework of Qualifications.
Duration
Date
Course Fee
12 Months
22nd September 2014, September 2015 (Date TBC)
€4,250
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4. - Building Trust with your Customer
- Lead Generation through Networking
- Leader or Manager?
- The Value v Money Sales Conversation
January 22nd - Cork
- Five Ways to Develop your Personal Power
- Using Social Media to Increase Sales
- Effective Pitch Presentation
- Top Tips for Making Appointments
February 12th - Belfast
- Relationship Selling
- How to Negotiate a Better Deal Every Time
- Effective Pitch Presentation
- The Future of Selling
April 15th - Dublin
- Write Compelling emails to Win Appointments
- Personal Branding
- Inside Sales Tips for Success
- MS Office Tips for Sales
July 9th - Dublin
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August 20th – Dublin
- Pitching to Win
- Lead Nurturing
- Negotiate a Better Deal Every Time
- Relationship Selling
Sales Skills Free Training
Workshops for Members
January 9th - Dublin
- Coaching and Development in the Field
- Become more Resilient in 2015
- Customer Carelessness!
- Understanding Different Behaviour Types

5. Retention is one of the biggest issue in sales currently. Customers
priorities, budgets, authority and influences may be different from
the last time they bought from you. When power shifts, requirements
can get redefined. It is vital that sales organisations are engaged
strategically and positioned correctly to retain and grow major
accounts.
Who Should Attend
Experienced or new account managers who need to plan, retain and
grow their major account business. Sales managers leading new or evolving key
account teams. Business development managers who are responsible for
building long-term business through their sales teams would also benefit
• To help organisations engage their accounts at a more strategic level
• To position your product/service in a more differentiated fashion and shift the focus from
services and prices to strategic value and relationships
• To help you identify the relevant stakeholders to shift the perception from supplier to
Strategic Partner
• To retain and grow more business
• To help you write strategically robust Account Plans
The Role of the Account Manager – How to see your role.
The Business Context of Account Management - How to understand your client’s environment.
Account profiling – The Key Account Management Wheel, an effective diagnostic to tell you how you
are positioned within an account.
Relationships in Accounts – We will help you maximise the value of your relationships within your
accounts through :
• Identifying Purchasing Roles and Individual and Business Agendas
• Identifying Personal Wins and Personal Losses
• Identifying Influence
Account Planning - How to write an Account Plan that will engage all of your organisation.
• Identify the key players, their roles, their agendas and your strategy
• Understand the business challenges of the customer
• Identify your objectives and unique business value proposition
• Create and execute on an action plan
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Managing Major
Accounts
Introduction
Course Objectives
Content
1 Day
25th September, 3rd February & 20th April
€410 (members) €490 (non members)
Duration
Date
Course Fee

6. The marketplace is growing more competitive. The business customer has more choice
than ever before. Sellers now have to work as hard for repeat purchases as they do for new
business. This course will teach you the necessary consultative selling skills required to
exceed your sales target this year and beyond.
Who should attend
This course is designed for business to business sales people who wish to develop their
skills in the areas of getting in and winning new business via sales meetings. The workshop
will cover all aspects of prospecting right through to closing that deal. Experienced sales
professionals will benefit by upgrading their business development skills. Newer sales
professionals will learn prospecting skills needed for a solid foundation for success.
After attending this course participants will have the ability to:
• Make appointments by phone, email, and ‘LinkedIn’
• Structure a prospecting meeting for maximum effect
• Better understand and profile their sales prospects
• Structure the sales process for maximum revenue and shortest lead time
• Ask the best sales questions to qualify and position your solution
• Ask for a commitment smoothly and effectively
• Sell more profitably and efficiently
• Techniques to target better prospects
• Understanding your metrics
• How to write a compelling email
• How to connect with prospects using LinkedIn
• Where and how to network successfully
• How to get appointments by phone
• Preparing for the initial sales meeting
• How to structure a sales meeting
• Conditioning: using the techniques of influence to increase conversion of sales
• Handling objections: using forward planning to handle objections seamlessly
• Closing: gaining commitment or movement to the next stage
• Adapting your approach for different types of opportunities
• Developing a personal action plan
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B2B Selling for Field
Sales Professionals
Introduction
Course Objectives
Content
2 Days (non consecutive)
20th October & 3rd November, 16th & 30th April
€730 (members) €855 (non members)
Duration
Date
Course Fee

7. Who Should Attend
Sales professionals who need to develop their sales
skills on the telephone to win more appointments
and close deals over the phone. This course will also
prove valuable to experienced salespeople who wish to improve their telephone selling
skills by adapting a more structured and rigorous methodology. It is appropriate for
people dealing with in-bound and out-bound telephone calls
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Increasing Sales
by Telephone
Introduction
Whether you sell on inbound or outbound
calls, this workshop will help you develop the
prospecting protocols and influencing skills
required to significantly increase your sales
success over the phone.
Course Objectives
• Evaluate your current telephone skills level
• Develop an appropriate telephone structure based on best practice
• Learn how influence works over the phone and increase your telephone sales results
Content
• Understand the way buyers think and buy
• WIIFM - ‘What’s in it for me’ – the only item on the customer’s mind
• Incremental steps – how customers make the decision to proceed with your offering
• How to structure the call for maxim commercial impact
• Developing results based call openings that gets the customer interested
• How to give the customer perceived control at all stages of the call
• Asking better questions to create better understanding and better sales opportunities
• Use of summary and conditioning questions to move the call forward
• How to present your offering based focusing on the customer’s priorities and motivations
• Asking for the business and how to explore and overcome an objection
• Managing gatekeepers and voice mail
• Get an outcome for every call: How to bring every call to a conclusion
• Managing the follow up call - How to get commitment in advance
Duration
Date
Course Fee
1 Day
23rd October, 16th February, 12th May
€365 (members) €435 (non members)

8. WWW. S A L E S I N ST I T U T E . I E
Market
Leaders
Sales
Leaders
Sales
Skills Series
Sector Events
Digital
Commerce
Munster
Region
Northern
Region
Training Events
AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY Market Leaders
series proudly
sponsored by:
24th
Shane Nolan
Country Manager,
Google
Andrew O’Neill
Group Operations
Director, Choice Hotels
Sales Leaders
series proudly
sponsored by:
5th
Inside Sales
Derek Bryan
Fleetmatics
Frederic Chauvire SAP
Kevin O’Dwyer McAfee
Kevin Flanagan EMC
Gary Nolan LogMeIn
3rd
Using technology
to increase sales
productivity.
Richard Baird WASP
Joe O’Callaghan Valeo Foods
Celine Weldon Diageo -
Andrew MacAdam Microsoft
Colin Clarke Omni ISG
21st
The power of
Analytics
Paul Candon Topaz
Darren O’Neill FTI Consulting
Paul Colgan Now Factory
20th
Free half-day
training
• The Value v Money Sales
Conversation
• Building Trust with your
customer
• Lead Generation through
Networking
• Am I a Leader or a Manager?
½D
AY
9th
Free half-day training
• Coaching and Development
in the field
• Become more resilient in
2015
• Customer carelessness!
• Understanding different
behaviour types
17th
What ICT
Buyers Want
Paul Quinn
Off ice of Government
Procurement
John Shaw Kingspan
15th
FMCG Outlook
2014
Brian Magennis Britvic
David Berry Kantar
Michael Flanagan Flanagans Foods
22nd
Financial Sector Trends
Tim Bicknell Rabo Direct
Brian Allen Ulster Bank
8th
Mobile Apps
Sanj Bhayro Salesforce
Paul Bridgeman VOCAL
Paul Hennessy
Microsoft
Andy May UPC
26th
Digital Commerce
/ changing trends
Eileen O’Mara Salesforce
Chris Coughlan HP
Peter Gallogly Dixons
Gerard O’Neill Amarach
Munster
Region proudly
sponsored by:
18th
Selling - an inside
job. Moving from
Amateur to Pro.
Brendan Dennehy
Insight Partnership
23rd
What ICT
buyers want
TBA
Trend Micro
20th
Mobile
Commerce
Tom Kinsella
AIB
22nd
Free half day
training
• Five ways to develop
your personal power
• Using social media
to increase sales
• Eff ective pitch presentations
• Top Tips for making
appointments
23rd
Selling to the
Public Sector
Proudly sponsored by
Asidua Ltd.
Sharon Smyth
Central Procurement
Directorate
7th
Selling Northern
Ireland
Proudly sponsored by
Accenture
Simon Hamilton
Ministry of Finance
and Personnel
23rd
Proudly sponsored
by Fujitsu
Senior representative
from the Criminal
Justice arena
25th
Managing Major Accounts
2nd
LinkedIn for Acquisition and
Retention
9th & 10th
Eff ective Negotiation Skills
(2 Day)
23rd
Increasing Sales by Telephone
20th & Nov 3rd
B2B Selling for fi eld sales
professionals (2 day)
11th & 25th
Field Sales Coaching for
Managers (2 day)
18th
LinkedIn for Acquisition and
Retention
ICT Event
FMCG
Event
Financial
Services Event
2014
½D
AY
½D
AY ½D
AY
½D
AY ½D
AY

9. WWW. S A L E S I N ST I T U T E . I E
½D
AY
Market
Leaders
Sales
Leaders
Sales
Skills Series
Sector Events
Digital
Commerce
Munster
Region
Northern
Region
Training Events
FEBRUARY MARCH APRIL MAY JUNE JULY
29th
Colin Gordon
CEO Consumer
Products, Glanbia
Bill Archer
Managing Director,
eircom Business
17th
John Quinlan
Managing Director,
Aviva General
Insurance
Dave Barrett
Commercial Director,
GSK
10th
Identifying talent in
your team to build the
leaders of tomorrow.
Charley Stoney Alternatives
Cera Ward Google
Joerg Schuster PepsiCo
John McDonagh
Liberty Insurance
24th
Customer
Retention
Colm O’Brien Vodafone
Ronan Whelan Laya
James Finnegan
Microsoft
Greg Thompson eFlow
15th
Free half-day training
• MS Office tips for Sales How
• Write compelling emails to
win appointments
• Inside Sales tips for sucess
• ‘Power up your Personal
Brand’
9th
Free half-day
training
• Pitching to win
• Lead nurturing
• Negotiate a better deal
every time
• Relationship selling
4th
FMCG Review -
Unlocking value in a
changing environment
Frances Shanagher McCurrach
Gordon Neil McCurrach
Matt Clark AC Neilson
18th
Solution centred
approach to selling ICT
Gerry Murray - EMC
John McCormack - Microsoft
Jon Paul - Oracle
25th
Sales
Culture /
Multi channel
challenges
Sean Casey - New Ireland
Ian Thornton - AON
Fergus Cardiff - Zurich
4th
Social Local
Mobile SoLoMo
Clive Ryan Facebook
Frank Hattann LinkedIn
Georgina Bowes UPC
Keith Lacy Simply Zesty
19th
Maximising the
strengths of your
sales team.
Dan O’Donoghue
Dairygold
26th
2015 Economic
Outlook
JP Hughes
Friends First
Gerard O’Neill Amarach
Julie Sinnamon
Enterprise Ireland
23rd
FMCG Outlook
Rhona Holland
PepsiCo
Colm Leen
Carberry
21st
Sales Leaders
evening event
Guest Speaker TBA
12th
Free half day
training
• Relationship selling
• Effective pitch presentation
• How to negotiate a better
deal every time
• The future of selling
20th
‘Why advertise? -
sure anybody
can do it!’
Colin Anderson
Chairman/CEO of
Anderson Spratt Group
14th
‘SME’s - winning
business from the
supply chain- funded
by a variety of
Infrastructure Projects’
Gerry McGinn
Chairman of the Strategic
Investment Board
3rd
Managing Major Accounts
5th
LinkedIn for Acquisition and
Retention
9th & 23rd
B2B Selling for Inside Sales
(2 day)
16th
Increasing sales by telephone
5th
Microsoft Off ice
10th & 24th
Field Sales Coaching for
managers (2 day)
12th & 13th
Eff ective Negotiation Skills
(2 day)
16th & 30th
B2B Selling for fi eld sales
professionals (2 day)
20th
Managing Major Accounts
12th
Increasing sales by
telephone
FMCG
Event
ICT
Event
Financial
Services
Event
National
Conference
27th May
2015
½D
AY
½D
AY
½D
AY
½D
AY

10. Who Should Attend
Sales Reporting and Insight
Preparing Presentations
1 Day
5th March
€370 (members) €435 (non members)
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Microsoft Office
For Sales Professionals
Introduction
Most of us use Office routinely every day. The focus of this
course is to create much higher levels of efficiency and
impact to help increase sales.
Using MS Outlook, Excel, Word and Powerpoint, this
course is designed for the busy sales professional to
increase levels of efficiency and save you valuable time.
Content
Prospecting
• How to create email merge documents to communicate with multiple prospects
• How to manage all your sales prospects information.
• Learn how to track all your activities with a prospect and customer using Outlook
• How to manage all activities for your sales prospects including email, appointments and tasks
• How to set up distribution lists so you can stay in touch easily and maintain your thought
leadership
Proposals
• How to use templates to write customised attractive proposals in a fraction of the time
• How to use advanced formatting functions to create professional tenders and proposals
• How to easily integrate sales data from Microsoft Excel into your proposals and reports
• How to create professional formatted sales forecasts and charts to analyse sales information
• How to use conditional functions to automatically highlight important sales insights
• How to customise presentations to include customer images, logos, videos and audio
• How to use templates to create customised attractive slide decks in a fraction of the time
• How to easily integrate sales data and charts from Excel into your sales presentations
Security
• How to password protect and encrypt important customer data
Duration
Date
Course Fee

11. Who Should Attend
All sales professionals who both sell and negotiate with customers, suppliers, alliance
partners and more. Experienced sales executives and account managers who wish to prepare
and execute a total negotiating plan in order to obtain the very best sales outcome through
the different phases of negotiation.
2 Days
9th & 10th October, 12th & 13th March
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10
Effective
Negotiation Skills
Introduction
Customers often buy in two stages, the first stage is
that they decide that your product is suitable and
beneficial. The second stage is they negotiate the
very best deal they can. Negotiation is a very
different dynamic to sales and as a result requires
a very different set of behaviors. If your staff both
sell and negotiate, this programme will ensure they
negotiate more profitable deals.
Approach
This is an extremely practical and interactive course. Case studies are used for preparation
and negotiation. Real issues are surfaced and techniques are learnt that will enable much
better negotiation in the field. There will be at least three fully recorded role plays with
detailed feedback that provide a superb vehicle for learning.
Content
Principles of Negotiation
• The six key principles of excellent negotiation
How to Prepare for a Negotiation
• Understanding your position and objectives
• Assessing their objectives
• Identifying your opening position
• Identifying your bottom line
• Ascertaining the value of the other parties concessions
• Preparing for “What if’s”
How to Structure a Negotiation
We will explore the six phases of negotiation and the most appropriate behaviours in each phase.
Twenty key negotiation behaviors to improve profitability and execution.
€835 (members) €975 (non members)
Duration
Date
Course Fee

12. Introduction
Who Should Attend
Field sales managers, area or regional sales managers,
and all other executives who are responsible for
improving the sales performance of their sales team. The course is ideal for those at the first
level of line management, many of whom will have the dual responsibility of managing and
coaching their team either in simulated or live field accompaniment situations.
Course Objectives
2 Days
11th & 25th November, 10th & 24th March
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Field Sales Coaching
for Managers
Field Sales Coaching is perhaps the most valuable
activity of the Sales Manager. It is vital to enhance
and improve the sales capability of the sales team.
A proper structured Coaching Initiative can
significantly improve sales. This course is designed
for busy Sales Managers who require practical
techniques that work in the field.
• Know what coaching is (and is not) in relation to other development approaches
• Grasp the principles behind coaching and a process for practicing
• Learn the key skills needed to be a successful coach
• Understand the context for field coaching from a coachee’s perspective
• Have the confidence to put the processes and skills into use immediately
• Create a personal development plan around becoming an effective coach
Content
• What is coaching?
• Coaching as a developmental approach
• A process for coaching and how it works
• Asking simple questions
• Active listening
• The salesperson’s perspective
• Preparing for a day in the field
• Working with the salesperson out selling
• Effective follow through
• Practice when curb-side
€835 (members) €975 (non members)
Duration
Date
Course Fee

13. LinkedIn for Acquisition
and Retention
LinkedIn is now the pre-eminent business
networking platform for B2B sales professionals.
Many sellers use LinkedIn merely as a research tool,
and then assume if they build a profile .... then the
sales enquiries should come. But they don’t! LinkedIn,
if fully integrated into your sales prospecting
activities, will create better online networking
opportunities that will help shorten your sales cycle
and win more business.
This workshop is for everyone who sells business to
business. There are over 1 million registered LinkedIn
users in Ireland and over 10 million in the UK - it’s time that you integrate LinkedIn into your
formal sales engagement plan!
This workshop will help clarify your LinkedIn sales strategy and also teach you a series of
practical and ethical sales tactics that will help move you closer to having conversations
about potential business opportunities with your LinkedIn network.
• What is your current LinkedIn sales strategy - and is it sustainable?
• How to build a LinkedIn profile that will get noticed and sell your expertise
• Networking principles and applying them to LinkedIn
• How to best reach out and connect with targets and prospects (and how not to)
• Targeting prospects using the Advanced Search and other tools
• Groups and how to engage with them and be seen as an expert within them
• Thought leadership as a business development tool
• How to write a compelling Blog and utilising LinkedIn to publicise it. Best practice and a
recommended weekly LinkedIn regime
To get the maximum for this workshop, we recommend you have an existing LinkedIn
account, are a LinkedIn user and understand the basic functionality. Attendees should
bring a laptop/tablet with them. A professional photographer will take your photo for your
LinkedIn profile.
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Who Should Attend
Half-day (9.00am to 1.00pm)
2nd October, 18th November 2014 & 5th February 2015
Introduction
Course Objectives
Content
€215 (members) €295 (non members), includes photographer.
Duration
Date
Course Fee

14. 2 Days (non consecutive)
9th & 23rd February 2015
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13
Remote B2B Selling for
Inside Sales Professionals
Introduction
Some business to business sales models have changed. More and more parts of the sales
process are now taking place remotely enabled by technology. This course provides the sales
behaviours to enable the Inside Sales Professional to sell more.
Who Should Attend
This course is designed for Inside sales professionals. That is - professional sellers who
sell high value, often complex products and services remotely. The programme will be
appropriate for inside sales executives, team leaders and inside sales managers who want to
develop a more structured methodology of cultivating and closing inside sales opportunities.
Experienced inside sales professionals will benefit by upgrading their business development
skills. Newer inside sales professionals will learn prospecting skills needed for a solid
foundation for success. Please note: This programme is not a telesales programme for
professionals who sell business to consumer. Please see ‘increasing sales by phone’
for telesales training.
Course Objectives
• Increase the number of real, qualified opportunities generated
• Get higher and wider within accounts and opportunities
• Help you present your product/service as an enabler to the customers business strategy
• Increase success with decision makers
Content
• Understanding My Territory
– Identifying the right prospects
– Identifying your connection strategy
– Understanding your customer base
• Using LinkedIn for acquisition
• Target Strategy – How to connect with your prospect
• How to write emails to interested prospects so they will accept your call
• How to converse in (1) an email conversation and (2) on social media that
gets the customer curious and thinking robustly about your product
• How to create more commitment before you converse.
• How to make a phone call that will get an appointment
• Preparing for the remote meeting
• How to structure the remote meeting
• How to influence remotely
€735 (members) €855 (non members)
Duration
Date
Course Fee

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People • Ideas • Excellence
The Sales Institute
68 Merrion Square South,
Dublin 2, Ireland
T +353 1 662 6904
info@salesinstitute.ie
www.salesinstitute.ie
The Sales Institute of Ireland helps
organisations develop sales capability and
effectiveness by providing access to an
extensive schedule of events and skills
development opportunities focusing on
different aspects of sales practice and strategy
The schedule features an extensive range of
topics and themes relevant to today’s sales
leaders and their teams.
All breakfast seminars and workshops on
the schedule are free to attend for current
members of the Sales Institute and a live
webcast will also be available for the vast
majority of these events.
The ‘Market Leaders Series’ provides a unique
opportunity to hear business leaders sharing
their knowledge and insight.
The ‘Sales Leaders Series’ focuses on strategic
topics of special relevance to Sales Directors.
‘Sector’ events are for sales professionals
working in ICT, FMCG and financial services.
The ‘Digital Commerce’ series provides
valuable insight about the latest developments
in this rapidly changing arena.
The ‘Sales Skills Series’ develops knowledge
and understanding of key skills for sales
professionals.

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