Before taking this course, attendees will have little idea who a good customer is and who is not.  Similarly, they will not be able to distinguish between good and bad opportunities.  As a result, they will tend to waste time chasing poor customers and poor opportunities.  They will feel frustrated at not being able to close opportunities.               

After taking this course, students will have a structured approach to defining good customers and good opportunities.  They will have a good idea of how to research the best customers in order to identify good sales opportunities.  They will feel confident about which customers to approach; how to identify opportunities within these customers and how to prioritise these opportunities.

The intended audience is people who are relatively new to working in sales.  They could be someone whose sole job is sales, a one-person company that needs to sell their services to others or someone just starting their own company that needs to sell their products but is not sure how to go about it.  The course would also be helpful for people who have some experience but want to improve their sales performance.

By taking this course, students will be able to:

1. Define a good customer and focus their work on these customers

2. Research a customer’s activities and identify their needs

3. Translate those needs into opportunities and focus on the most important ones.

1. Sales process

2. What is a sales opportunity?

3. Where do good ideas come from?

4. What does my product do?

5. Why would someone use it?

6. What does a good customer look like?

7. Identifying needs and opportunities

8. What does a good opportunity look like?