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Educational Programming / Professional Development


New Professional Development Training:

ITA has partnered with a 3rd party management association dedicated to individualized attention to implement learning solutions for business, leveraging the breadth and depth of content, best practices and learning experiences. Tailored programs enable international workforces to improve business performance either in-person or online.  All ITA Members are offered discounted rates which are visible when you click on the following links:

The following courses will be offered in 2020.  Full course descriptions are located on the ITA Website and follow below.

  1. Fundamental Selling Techniques for the New or Prospective Salesperson
  2. Principles of Professional Selling
  3. Selling to Major Accounts: A Strategic Approach
  4. Advanced Sales Management
  5. Fundamentals of Sales Management for the Newly Appointed Sales Manager
  6. Strategic Sales Negotiations
  7. Territory and Time Management for Salespeople
  8. Customer Service Excellence: How to Win and Keep Customers


Complete Course Descriptions:

Fundamental Selling Techniques for the New or Prospective Salesperson

Who Should Attend:

Salespeople, sales support, as well as potential candidates for sales positions who want to build and revitalize their existing selling skills.


Because of the mounting pressure facing salespersons in today’s landscape, this challenging profession is becoming even more competitive. But many prospective sales professionals don’t have the necessary sales training and understanding of the fundamentals of selling. This intensive, highly interactive 2-day introduction to the art of selling will equip you with the tools and techniques you need to achieve sales success and improve your performance.

How you Will Benefit:

    Identify the behaviors and skills of a successful sales professional

    Describe different types of selling models

    Identify elements of the sales framework

    Understand prospecting basics and be able to conduct a sales call

    Use a customer-centered selling approach to provide value

    Choose a closing technique to earn the business

    Complete a formula to achieve sales goals

    Manage the customer relationship on an ongoing basis

    Develop an action plan to apply your new skills

What is Covered:

    Unique aspects of sales functions compared with the rest of an organization

    Behaviors, characteristics and skills of a successful salesperson

    Characteristics of different selling models, types and structures

    Calculating and setting goals based on your sales quota and plan

    Analyzing the territory and conducting account research

    Planning your calendar to achieve sales goals and build a sales pipeline

    Identifying resources and methods of generating leads

    Strategies to respond to common new business objections

    The “Earn the Business” process

    The “Deliver the Business” process

    The “Manage the Relationship” process

    Technologies or methods for maintaining customer information

    Strategies to maintain communication with a customer

Principles of Professional Selling

Who Should Attend:

Sales professionals with a minimum of one year of sales experience, veterans who want to refresh their skills and managers who want to learn professional sales training techniques to train salespeople.



No matter how great your product or service is, or how talented a salesperson you are, you will not be able to close the deal if you cannot tell your clients how what you’re selling will benefit them. Through this intensive professional sales training seminar, you will learn how to gain your clients business by earning their trust.


Go through the entire sales process and discover the most modern sales methods today—consultative/solutions selling. You’ll leave this professional sales training workshop better equipped to develop presentations that meet your clients real needs…create a specific sales plan to achieve your sales goals…influence the right buyers and close the sale with ease.



    Develop a master plan to manage the sales process

    Win the confidence and trust of prospects by learning as much as possible about their needs

    Successfully sell on a consultative level, using effective interviewing techniques

    Effectively communicate your product/service superiority

    Build long-term sales relationships by offering solutions

    Uncover customer resistance and overcome objections

    Know when—and how—to close the sale

    Productively manage your time and territory


Course Covers:

    Planning: using competitive analysis to gain more business

    Matching your sales approach to the personality style of your customer

    Becoming a problem solver: supplier-based selling vs. selling a solution

    Developing new business while maintaining existing account

    Managing key-account and key-prospect relationships


Selling to Major Accounts: A Strategic Approach

Who Should Attend:

Sales professionals, including account managers, sales representatives and sales executives—as well as sales managers and vice presidents and directors of sales and marketing who are seeking account management training that offers best-practice techniques used in major account selling today. A minimum of three years of sales experience is recommended.



You can no longer afford to expend energy on account development without a plan or focus. Major account selling requires a long cycle and a big investment of resources. That’s why today’s successful sales professionals are more than just tactical pros…they’re strategic experts. Now, in this account management training seminar, learn how to develop a strategic selling plan that will save you time, money and hassles by identifying the right account and project, why your offer matters to them, what it takes to assure their long-term relationship and how to move them along the pipeline quickly.



    Enhance sales performance while expending less energy

    Gain customers’ loyalty by understanding their needs

    Increase the business from existing accounts

    Shorten the sales cycle by identifying and removing internal and external bottlenecks

    Hone in on prospects predisposed to buy from you

    Become more efficient at account maintenance

    Create a clear sales plan that keeps you organized

    Learn ways to get referrals from existing customers


Course Covers:

    The changing environment: the salesperson as strategist

    Developing the strategic plan: thinking “big picture”

    Establishing goals, objectives and indicators to enhance major-account performance

    Skills needed for selling to major accounts

    Qualifying your best opportunities: your likeliest sources for RTEM (Return on Investment of Time, Effort and Money)

    Managing and tracking pipeline performance


Advanced Sales Management

Who Should Attend:

Seasoned sales managers who want to refine sales planning techniques, build leadership skills and become more powerful decision makers, motivators, communicators, coaches and counselors through advanced sales management training.



In three days of advanced sales management training, you’ll get skills to keep pace with all the issues that are revolutionizing sales force management. It’s the sales management training seminar to choose if you want to become a more effective manager—and advance further, faster, in your career. You'll discover the can't-fail techniques that have already benefited thousands of your colleagues. Here is advanced sales management training that will help you learn how to achieve peak performance in every area indispensable to sales management success.



    Develop leadership and team-building skills

    Recruit and train a higher caliber of sales professional

    Improve your sales team's productivity

    Keep your team accomplishments in the spotlight

    Generate increased profits with fewer resources

    Understand the internal motivators of your sales force

    Become a more effective sales manager, communicator and decision maker by applying proven leadership principles



Course Covers:

    The changing sales environment

    How to utilize a system for analyzing your sales planning

    The dimensions of effective sales management

    Understanding people: the basis for sales motivation and effective communication

    Organizing and structuring the sales force

    The attributes of standards of performance

    Coaching, counseling and performance appraisals

    The challenges of special personnel situations

    Creative decision-making and problem-solving techniques

    The implications of sales compensation



Fundamentals of Sales Management for the Newly Appointed Sales Manager

Who Should Attend:

Newly appointed or prospective sales managers who need the tools to respond to customer, team and company needs.

Note: More experienced sales managers should attend Advanced Sales Management.



You also have an open territory that needs to be filled as quickly as possible. Where do you start? How do you gain the respect of your team? How can you maximize the skills of each team member? And how do you respond to your manager’s demands? In this seminar, you will gain critical-to-success management skills, from proven communication techniques to interviewing tools…from establishing an effective training program to a six-step coaching process that helps you maximize your sales team’s skills.



    Make a smooth transition to sales management

    Win respect by building your management skills

    Ensure your team’s productivity through recruiting, training and coaching skills

    Effectively plan—and target—customers and territories

    Successfully plan your logistical operations and organizational structure


Course Covers:

    Making the transition to management

    Understanding management communication styles

    The Internal Motivation theory

    Developing SMART goals

    Recruiting and interviewing

    Creating for, and presenting information to, the salesperson

    Best practices in sales skills today

    Characteristics of appropriate delegation

    Positive approaches to problem solving

    Developing a win-win appraisal or goal-setting system

    Applying the principles of team-building

    Recognizing the principles of leadership



Strategic Sales Negotiations

Who Should Attend:

Sales professionals, sales managers, account executives, contract negotiators and anyone involved in negotiation processes and would benefit from this sales negotiation training.

Note: Several years of sales experience is recommended.



Discover how to influence them and improve your profits! Regain the seller’s advantage over today’s more sophisticated purchaser with the help of this strategic sales negotiation training. Learn the tools, techniques and savvy sales negotiation tactics that enable you to influence your buyer’s perception of cost, value and benefits. Close the sale by maintaining a flexible position that successfully counters your buyer’s negotiating moves.



    Discover through sales negotiation training how to improve sales margins and closing ratios

    Influence how customers view your product’s costs, benefits and value to them

    Anticipate buyer behavior and turn it into an advantage

    Establish your credibility with the buyer

    Develop confidence-building skills that maintain your control of sales negotiations

    Be ready to justify your price when meeting price specifications

    Use creative advantages to counter competitive offers


Course Covers:

    Understanding the sales negotiation process from both perspectives—yours and the customer's

    Differentiating between selling and negotiating

    Using powerful sales negotiating/planning tools

    Addressing aggressive buyer demands face-to-face

    Developing stronger client relationships through win-win negotiations

    Applying strategies to favorably influence the four primary negotiating styles

    Creating a motivational climate for your buyer



Territory and Time Management for Salespeople

Who Should Attend:

Sales representatives, account executives, sales managers and all sales staff with customer or sales territory management responsibilities.



Want to shorten the sales cycle? Target accounts with the greatest growth potential? Balance personal and professional goals?  In just two days, you'll learn how to take control of your time and workday so you can increase productivity, maximize your selling effectiveness and meet your goals. You'll adopt an organized approach to managing your responsibilities. Prioritize activities and accounts to increase revenue. Identify time management roadblocks by participating in exercises and creating a plan to shore up counterproductive behaviors and habits. You'll return to work with a more confident outlook, strategies to improve the balance between personal and professional responsibilities and the skills to mine your territory for maximum gain.



    Stretch your selling day and spend more time with your customers

    Plan effectively and avoid losing sales to better organized competitors

    Sell more, earn more and accomplish more through sales territory management

    Set goals and priorities to maximize your selling effectiveness

    Increase selling time by minimizing distractions and procrastination

    Make more productive use of travel time

    Strike a balance between personal and professional goals

    Control your territory with strategies that help you value accounts, penetrate accounts and maximize coverage



Course Covers:

    How goals, attitudes and organizational skills impact time and sales territory management

    Managing your time: setting and working with goals and quotas

    Managing your territory: assigning account priorities according to opportunity and probability

    Getting organized: planning your day to accomplish what’s important

    Managing information: improving your electronic communication, organizing your paperwork, making your CRM (Customer Relationship Management) system work for you

    "Time burglars” and “territory bandits”: the causes of time and sales territory management problems


Customer Service Excellence: How to Win and Keep Customers

Who Should Attend:

Customer service representatives, technical and support personnel, field service representatives, account managers, credit and billing specialists, small business owners—as well as managers who want customer service training in order to reinforce their skills and train their staffs.



Customer service excellence will give you the competitive advantage you need to survive in a tough and increasingly uncertain business climate. In today’s customer-oriented business environment, "people skills" are critical for personal and organizational success. How you handle your customers can directly affect your individual goals as well as your team’s and company’s performance. This training seminar on providing good customer service gives you the skills you need to communicate professionalism, gain respect, enhance customer relationships and secure an overall competitive advantage through customer service excellence.



    Deliver better, faster service and increase customer satisfaction

    Learn how to gain repeat business

    Know what customers expect

    Increase your credibility with customers—and your value to your organization

    Manage stressful situations more effectively

    Recognize the signals of customer irritation—and how to respond appropriately and assist in quickly finding a workable solution to your customer’s problem


Course Covers:

    The benefits of providing good customer service

    Focusing on customer service excellence and success

    How customer service creates revenue

    Why customer satisfaction is based on perceptions

    Focusing on customers’ top two expectations to save time and reduce stress

    Managing customer expectations by personality style

    Dealing with difficult customers

    Responding effectively to specific customer behaviors



American Management Association is accredited by the International Association for Continuing Education and Training (IACET) and is accredited to issue the IACET CEU.  This course qualifies for 12 CEUs toward your recertification as a Certified Professional Services Marketer (CPSM). For more information please visit

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