- Learn the theoretical basis and practical introduction to the skills necessary for personal selling in business and consumer markets.
- Learn the planning, preparation and implementation of direct sales activities, especially the sales call and negotiating with potential or existing customers.
- Learn the tools, techniques and methods for practical implementation of selling activities.
- Learn about the methods of selection, training and performance measurement and motivating sales staff.

1. Overview of Personal Selling
2. Sales Ethics and Building Trust, Understanding Buyers
3. Strategic Prospecting Process
4. Communication Skills
5. Planning Sales Dialogues and Sales Presentations
6. Sales Dialogue: Creating and Communicating Value
7. Addressing Concerns and Earning Commitment
8. Sales Negotiations
9. Expanding Customer Relationships
10. Digital Transformation of Sales Management and AI in Sales
11. Self-leadership and Teamwork
12. Wrap-up Session