Essentials in Sales Skills

Understand and set up a customer-centric sales strategy and explore sales tactics

Why this programme Detailed programme Programme design For whom Meet your faculty

Why this programme?

The competitive environment you’re facing is intense. Which means knowing how to build relationships with customers, and create seamless customer journeys, is critical for success. In this 100% online programme, you’ll live and learn how to find customers, understand their needs, build strong relationships, add value and adapt for different customer profiles.


Detailed programme

This programme is divided into five modules. Each focuses on a different aspect of sales management:

Module 1: Introducing customer-centric selling

Your customer is at the heart of your business. In this module, you’ll understand the importance of customer centricity, learn to manage customer expectations – and discover how to create value for your customer, as well as for your organisation.

Module 2: Identifying the right customers

To succeed, you need to focus your efforts on the right type of customer. In this module, you’ll learn to identify your company’s key customers – and how to use your time and resources effectively to target them.

Module 3: Addressing customer needs at every stage of their journey

This module dives into customer journeys – including identifying pain points, engaging customers at every step and identifying value-creating opportunities. It also explores how working with internal stakeholders can help you meet the needs of external stakeholders.

Module 4: Adapting sales processes to create value

A value proposition is a vital part of the sales toolkit. In this module, you’ll discover how to craft one. You’ll also explore customer needs and social styles and consider how to adapt your own approach. And you’ll learn how to handle objections -and ultimately, close deals.

Module 5: Selling in the digital age

This final module focuses on how technology shapes the B2B buying and sales process. You’ll discover the impact of the digitally empowered customer, understand how to integrate the typical buying process with the new hybrid selling process – and explore the role marketing has to play.


You can start Essentials in Sales Skills at any time – and study wherever and whenever suits you. It takes around 10 to 12 hours to complete the programme, and you have a maximum of three months to go through all the modules.

This online journey is packed with videos, interviews, exercises, questionnaires and real-life examples. You’ll have background reading to do – and questions to help you reflect on your own experiences.

For whom?

This programme is perfect for professionals like sales representatives, account managers, entrepreneurs, sales managers and directors who want to strengthen their sales skills. It’s also useful for non-salespeople who are keen to learn how to attract and retain customers, conduct sales talks and close deals.

meet your faculty

Deva Rangarajan
Professor of Sales
Professor Deva Rangarajan is passionate about sharing the experiences he’s gained from working with more than 30 companies. His interests include exploring how companies going through change manage their sales and service organisations – so that they are effective, as well as efficient.

Learn more


It's high impact

    You learn through a variety of formats – including videos, case studies, discussions and real-life business challenges. And you have opportunities to turn your knowledge into action by taking what you’ve learned and immediately applying it in live projects and stimulated exercises.

It's flexible

    Our approach means you can learn in the way that best suits you. You can study anywhere, any time – and learn at your own pace. You have plenty of time to develop knowledge and skills to take back to your workplace.

It’s completely relevant to business

    We understand the fast-paced environment you work in and the challenges you face. And our faculty have close ties to the business world. So we make sure you get the latest insights that will help you to succeed in your role.


Meet Us

Info Sessions & Open Days
28 Sep
Info Session Executive Education & MBA
Category: General Info Sessions

05 Oct
Meet our programme advisor online
Category: General Info Sessions

26 Oct
Experience Vlerick Over Lunch
Category: General Info Sessions


& Rankings

Equis Association of MBAs AACSB Financial Times