Professional Sales

Introduction to the course, passing requirements and grading principles. The role of sales within an organisation and its relationship with other business functions such as marketing and product development. Overview of different types of sales (B2B, B2C, B2G, enterprise sales).

Building a value proposition and creating customer personas. We explore how to understand customer needs and pain points, as well as which outreach strategies to use in different sales contexts.

Introduction to the sales cycle and its key stages. Building a contact network, generating sales leads and using different software tools to support sales activities.

The psychology of the sales cycle and structuring an effective sales presentation. Presentation of home assignments. Focus on successfully closing deals and handling objections.

Identifying key sales skills, hiring and leading a sales team. Designing effective motivation systems and managing sales through numbers (KPIs, sales funnel, OKRs). Personal sales performance management.

Sales in startups and how it differs from sales in established organisations. Managing customer relationships and understanding the role of customer success in long-term sales performance.

Upon completion of the course the student: 
1) Acknowledges the main concepts and best practices in sales and sales management. (Knowledge) 
2) Proposes justified solutions for achieving the organisation's sales targets. (Application) 
3) Develops a sense of responsibility towards ethical selling and consumer relationships. (Social) 
4) Appreciates the role of sales across various business functions. (Individual) 
5) Improves persuasion skills to drive sales. (Transferable) 

To successfully complete the course and receive a certificate, participants must actively participate in sessions, complete independent assignments, and do analytical groupwork.

Assessment includes individual reflections, independent group work and a final team project submitted at the end of the course. The project connects practical sales cases with the theories and concepts covered during the course. Evaluation is based on the achievement of learning outcomes and the ability to apply acquired knowledge in real sales contexts.

The course takes place at EBS’s modern campus in Tallinn, Lauteri 3. Students have access to ergonomic classrooms, the EBS library, and the cloud-based Canvas learning platform. The study process is supported by online tools such as Zoom, MS Teams, or Canvas Conference. Free Wi-Fi is available throughout the building. On-site attendance is required.

• High School Education or equivalent qualification.
• Previous knowledge finance and current topics
• Valid temporary residence permit or EU citizenship.