Sales Fundamentals Essentials
Sales Fundamentals Essentials is a comprehensive program for growth-focused SMB teams that want to build a complete, structured, and repeatable sales process. The program covers ideal customer profiling, market segmentation, multi-channel outreach, buyer-first discovery, value proposition development, lead nurturing, CRM management, objection handling, closing, customer retention, AI-assisted selling, and sales playbook development.
This program is designed for business owners, revenue leaders, sales managers, and growing teams that want to improve pipeline quality, strengthen sales consistency, increase customer retention, and create a scalable sales process that supports long-term revenue growth.
What to expect
Sales Fundamentals Essentials is an instructor-led program designed for growth-focused SMB teams that want a more complete and repeatable revenue process.
The program covers the full sales cycle, from identifying the right customers and building qualified pipeline to improving discovery, managing CRM, running better sales meetings, closing with confidence, retaining customers, and using AI to improve sales productivity. It is designed for teams that want shared language, stronger habits, and a more structured approach to revenue growth.
By the end of this program, participants will be able to:
- Build a clear Ideal Customer Profile and market segmentation approach
- Create a structured outreach cadence across multiple sales channels
- Use buyer-first discovery and qualification frameworks
- Develop stronger value propositions and competitive positioning
- Improve lead nurturing, CRM discipline, and sales meeting effectiveness
- Handle objections and closing conversations with more confidence
- Build customer retention and expansion habits after the initial sale
- Apply AI tools to sales research, outreach, CRM updates, and proposal drafting
- Document a repeatable sales process that can support onboarding and team consistency
Curriculum Details
Module 1:
Ideal Customer Profile & Market Segmentation
Participants learn how to define their best-fit customers using win/loss data, customer value, and market segmentation. The module helps teams clarify which accounts deserve the most focus and how many sales conversations are needed to support revenue goals.
Module 2:
Multi-Channel Outreach & Sequencing
Participants build a structured outreach approach across email, LinkedIn, calling, and referrals. The focus is on creating a coordinated sequence that feels relevant to buyers and helps generate more consistent qualified pipeline.
Module 3:
Buyer-First Discovery & Qualification
Participants learn how to ask better questions, earn trust, and uncover the business impact behind a prospect’s needs. This module introduces a modern qualification approach that helps teams assess opportunities without relying on outdated scripts.
Module 4:
Value Proposition & Competitive Positioning
Participants develop clearer messaging around the measurable outcomes customers receive. The module also helps teams position against competitors and handle conversations where buyers are comparing options or considering staying with the status quo.
Module 5:
Lead Nurturing & AI-Powered Sequences
Participants learn how to stay relevant with leads that are interested but not ready to buy. The module covers nurture sequences, buying signals, re-engagement, and how AI can support timely and personalized follow-up.
Module 6:
Running High-Impact Sales Meetings
Participants learn how to turn sales meetings into structured conversations about pipeline velocity, deal risk, and rep coaching. The module focuses on using dashboards and clear agendas so meetings drive action instead of becoming status updates.
Module 7:
CRM Mastery & Revenue Intelligence
Participants learn how to make CRM a useful sales management tool rather than just a record-keeping system. The module covers pipeline stages, data hygiene, automation, leading and lagging KPIs, and visibility into where deals are being lost.
Module 8:
Modern Cold Outreach & Objection Handling
Participants build stronger cold outreach scripts that lead with relevance and earn the right to a conversation. The module also includes objection-handling practice for common early-stage sales objections.
Module 9:
Closing Techniques for Modern Buyers
Participants practise closing techniques that focus on clarity, certainty, and well-defined next steps. The module covers late-stage objections such as price, timing, internal approval, competitor evaluation, and status quo.
Module 10:
Customer Retention & Expansion Revenue
Participants learn how to turn customers into a stronger source of repeat business, expansion, and referrals. The module covers onboarding, QBRs, expansion triggers, and referral activation.
Module 11:
AI-Assisted Selling & Sales Productivity
Participants learn how to use AI to support account research, personalized outreach, CRM updates, meeting summaries, lead scoring, proposal drafting, and follow-up emails. The focus is on practical AI use cases that reduce admin time and improve sales productivity.
Module 12:
Sales Process Documentation & Onboarding
Participants bring together the work completed across the program into a documented sales playbook. The module also focuses on building a new rep onboarding plan that helps salespeople become productive faster.
Timeline
Registrations open year round.
Registration details
Program Format
The program is delivered in-person and virtually
Price
$10,000 + HST per trainee
Duration
12 Weeks
Best designed for
- Business owners and revenue leaders who want to build a scalable, repeatable sales engine
- Sales teams of 2 to 20 that are moving from reactive selling to a more structured process
- Sales managers who want a common language, shared methodology, and coaching framework
- Marketing and operations leaders who need to align with sales around pipeline, ICP, and revenue goals
Registration is open
Registration is now open.
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Contact us
For more information, please contact us at
yspace@yorku.ca
416-736-2100 ext. 44940
