Sales Fundamentals That Drive Growth

Build essential selling skills that boost performance, confidence, and results. Foundational sales training for non-sales staff increases win rates by 20% and improves customer experience by 23%.¹

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Enable Experts to Fuel Growth

This engaging course is uniquely designed for subject matter experts, sales engineers, technicians, marketers, sales support, and aspiring sales professionals who want to strengthen their foundational selling skills and elevate their impact.

Aligned with the core principles of our Master Sales Course, this sales enablement training incorporates the Bold Value Selling Method™—equipping your teams to support new business development, expand key accounts, and protect margins. Participants will learn fundamental sales skills—including active listening and customer-centric communication—transforming into trusted advisors who stand out and drive impact at each stage of the customer journey.

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What You’ll Experience

Build confidence using tailored, real-world communication tools
Recognize and adapt to different buyer mindsets
Ask better questions and answer with clarity
Contribute insights and value that drive account growth
Collaborate effectively in meetings, demos, and proposals
Apply frameworks that elevate team-wide professionalism

Built for Support Roles

Not repurposed sales training—this is designed specifically for subject matter experts, marketers, and other non-sales pros who support revenue growth.

Built for Support Roles

Not repurposed sales training—this is designed specifically for subject matter experts, marketers, and other non-sales pros who support revenue growth.

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Seamlessly Aligned with Sales

Built on the same language, tools, and framework as our Master Sales training, modified for supporters—creating consistency across your teams.

Seamlessly Aligned with Sales

Built on the same language, tools, and framework as our Master Sales training, modified for supporters—creating consistency across your teams.

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Actionable from Day One

Equips participants with ready-to-use tools and techniques that boost confidence and impact—while also laying a strong foundation for those considering a future move into sales.

Actionable from Day One

Equips participants with ready-to-use tools and techniques that boost confidence and impact—while also laying a strong foundation for those considering a future move into sales.

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What's Inside

Sales Fundamentals equips your teams and cross-functional leaders with essential skills, techniques, and tools to strengthen their impact throughout the customer journey and sales process.

The experience includes 7 learning modules aligned to the four-stage sales process, weekly live coaching, and a practical playbook of tools—built to accommodate busy schedules and flexible enough to complete in 2 days or 2-3 weeks. Participants earn a Certificate of Completion from Expert Sales Institute and immediately elevate their impact.

Module 1: Mindsets & Stakeholders

Build a strong foundation by understanding the sales process, customer mindsets, key stakeholders, and how your role impacts the customer experience and sales success.

Module 2: Trusted Advisor Skills

Strengthen trust, rapport, and presence with soft skills, empathy, and active listening that elevate every interaction and build lasting credibility.

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Module 3: Ask & Answer with Insight

Learn how to ask powerful questions, uncover needs, identify their gap, and answer their questions confidently using proven techniques that position you as a valuable contributor.

Module 4: Communicate with Credibility

Master tone, clarity, and message delivery across emails, calls, and meetings using simple frameworks that enhance your professional presence and motivate target stakeholders.

Module 5: Deliver Differentiated Value

Support proposals and conversations by linking your contributions to customer value using bold, stakeholder-specific insights that bridge their gap.

Module 6: Influence Key Decisions

Boost your impact in meetings and demos by preparing confidently, handling questions with poise, and reinforcing your team’s value proposition.

Module 7: Lead with Impact

Gain next-step clarity, boost CRM follow-through, manage time and energy effectively, and build habits that elevate sustainable growth.

Teams with a formal sales playbook improve win rates by 15–20%²

This Playbook is tailored to the Sales Fundamentals Course providing 20 customizable, practical tools—templates and checklists—aligned to the Bold Value Method and Process. These field-tested resources help you apply what you learn immediately, build lasting habits, and turn knowledge into measurable results.

¹Forrester, CSO Insights, ²CSO Insights

A sample of tools included:

Stakeholder Map
R.I.S.E. Client Success Storyboard
Bold Value Strategy Blueprint
Objection Handling Framework
Perfect Pitch Planner
Meeting Etiquette Checklist

Conf Rm Meeting Windows

It’s very comprehensive and meets the needs of small to mid-sized businesses.

George

President

This was an excellent opportunity to gain fresh ideas and sharpen my skills with practical, modern training.

Bonnie

Sales VP

Very powerful modules to improve impact around communicating with customers.

Tony

Sales Director

This was exactly what we needed.

John

VP Sales

The weekly sales coaching sessions were very beneficial to hear what others are thinking.

Rhonda

Account Manager

Enroll Instantly

Purchase the course to gain immediate access and begin accelerating your sales performance.

Check Your Inbox

Look for your welcome email with login instructions and set up your account to start transforming your results.

Commit to the System

Block time each week to complete a stage of the process, apply the tools, and join the weekly live coaching—to help maximize your results.

Apply. Practice. Grow.

Put your new skills and tools to work in real-world selling to drive consistent wins and fuel sustainable growth.

Why Us?

We prioritize understanding YOU - your organization, culture, and goals.

With 30 years of experience not only helping both small business and Fortune 500s sell smarter but also coaching subject matter experts and support roles to more effectively impact sales success, we blend strategic insight, actionable playbooks, and hands-on execution to turn growth goals into measurable outcomes.

Go to FAQs

Master Sales

Sales training to transform your results with modern selling skills, customizable tools, and a repeatable process — from lead gen to closing — that helps you win more deals and stand out with bold value that grabs attention and persuades customers to buy from you.

Sales Fundamentals

Enable your subject matter experts and sales contributors to build foundational selling skills and communicate with confidence—effectively supporting sales efforts, elevating the customer experience, and accelerating revenue growth across your organization.

Sales Coaching

Equip your managers with practical coaching tools to reinforce new skills, drive team accountability, and sustain high-performance sales behaviors long after training ends.

Sales Growth Advisor

Get immediate access to high-impact sales expertise to optimize your sales and go-to-market strategy, align teams, and equip your talent to execute with greater impact—all while accelerating scalable revenue growth without the cost of a full-time Chief Sales Officer.