The Fundamentals of Selling

Canadian Professional Sales Association
Training overview
Professional Course
35 hours
From 2,194 CAD
Start dates
2,194 CAD

2,194 CAD

2,194 CAD

2,194 CAD
Canadian Professional Sales Association

Course description

The Fundamentals of Selling

The Fundamentals of Selling is CPSA’s top-selling sales program. In this 8-week program, learners will build consultative selling skills and gain the fundamental knowledge necessary for sales success through a mix of online and in-person training. Learners will walk away with the skills to gather meaningful market and client intelligence, develop relationships across a broad spectrum of personas, and propose custom solutions that address business challenges and goals of clients they work with.

CPSA classroom courses are offered across Canada. If you're located outside Canada, check out our online courses.

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COVID-19 Update

In light of COVID-19, this provider is now delivering some or all of their courses online. Contact them for more information!

Who should attend?

Whether you’re new to sales or a seasoned sales professional, this course can help drive results by giving you the skills to engage with your prospects and clients in an effective, consultative manner throughout the entire sales process.

This course is for you if you're a:

  • Sales Advisor/Account Executive
  • Professional with sales responsibilities (e.g. a start-up CEO, technical expert, or engineer)
  • Customer Service Professional
  • Sales Support Professional
  • Sales Professional starting out in your career
  • Sales Manager
  • Certified Sales Associate (CSA) candidate

A minimum of 1 or 2 months of sales experience is recommended.

Training content

  • Explain how a consultative selling approach can provide value to clients
  • Develop a personal brand that takes into account your own strengths, weaknesses, and personality type
  • Recognize the various roles on your sales team and use strategies to work effectively together
  • Develop strategic, profitable, and achievable territory and account plans
  • Create and manage a sales funnel, within a sales technology platform, to effectively move accounts from market to customers
  • Use social media and social selling best practices to carry out your sales strategy
  • Prepare for, and execute, prospecting phone calls that overcome potential objections and lead to in-person sales calls
  • Use an eight-step consultative selling process to secure go-forward commitments at the end of each sales call
  • Deliver tailored, effective in-person and online business case presentations that results in sales
  • Successfully navigate collaborative negotiations and use influence to close sales
  • Develop written sales communications that are logically structured and accurately communicate the key messages
  • Follow up with clients to ensure satisfactory achievement of agreed-upon sales and strengthen client relationships
  • Develop self-awareness, maintain optimism, and manage stress with proven takeaway strategies
  • Set and achieve personal and professional goals for the next 1,5 and 10 years with a formalized time-management system
  • Define professional and ethical sales behavior and govern yourself accordingly.


New Attendees: $2,194.00 (includes a one-year CPSA Membership)

Members: $1,895.00

Certification / Credits

Upon completion of this 35-hour program, learners will receive a certificate of completion from the CPSA. The program is directly aligned to meet full educational requirements for the Certified Sales Associate (CSA) designation offered by the CPSA Institute.

Why choose Canadian Professional Sales Association?

10,000+ salespeople trained

72% of Certified Sales Professionals rank in the top 25% of sales within their organizations

Almost 50% of Certified Sales Professionals earn more after completing the designation program

About Canadian Professional Sales Association

Canadian Professional Sales Association

Canadian Professional Sales Association

For as long as sales has existed in Canada, the Canadian Professional Sales Association (CPSA) has provided sales professionals with ongoing support and resources to accelerate their success and advance the profession. CPSA is funded in part by the Government...

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Average rating 5

Based on 5 reviews

N. Fraser
Tremendous experience. I knew what I needed to do, and now I have a solid framework to plan and move forward successfully.
N. Kilmartin
The Fundamentals of Selling course really helped me understand the planning and research that goes into prospecting and making a sale. The course went a long way in arming me with the necessary tools and knowledge to be effective and proficient in my field of work.
L. Kosalka
The CPSA course on The Fundamentals of Selling gave me a clear understanding of what it takes to be a great sales consultant.
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