Sales is basically about creating values for firms and customers. Instead of asking what to sell, current questions often deal with how companies earn money. Sales activities and processes that leads to revenues have changed dramatically due to competition and digital opportunities. Sales is a consequence of well-thought strategies that must be combined with understanding business models. Modern sellers are often business consultants with strategy and management as special fields. The digital age also demands competences that sellers must take into account. The traditional seller therefore becomes one of many promotors working with channel choices and marketing mix decisions, and competences in customer communication, both analog and digital, are a challenging and critical success factor.  In addition, today’s sellers must create revenues by finding and using strategic information of value to firms. How can the company adapt its sales- and negotiation strategies to each individual customer? How can sales managers plan the sales effort, lead technology and business consultants to achieve competitive advantages and win the contract?

This course is for you that have experience as a seller in b2b/b2c situations, but want new challenges. The goal of the course is that you are able to develop a sales strategy – a sales strategy that reflects the overall business strategy. In addition, you are able to organize, manage, budget, and evaluate a sales force. The course reflects companies’ digital realities, uses the customers’ digital decision journeys as a starting point, and shows how digital customer tools can be used in developing the sales strategy.