Start date: 01 September 2026
Duration: 1st, 3rd, 8th & 10th Sept - 9:30am - 12:30pm
Location: Dundalk - Creative Spark
Certificate: N/A
Cost: €295 per person (Non Chamber & Network Members €350)
Course code: N/A
Programme overview
Many business owners, technical specialists, and early-career salespeople find themselves responsible for sales without ever receiving formal sales training.
This programme provides a practical framework for finding opportunities, building relationships, managing accounts, and using modern AI tools to improve productivity and effectiveness. Designed specifically for SMEs, the programme focuses on practical application rather than sales theory, helping participants build
confidence and capability immediately.
The programme runs over 4 half days with each participant receiving a 30 minute one-to-one mentoring session during the programme period. This session will focus on applying the learning to their specific business, sales challenges, customer opportunities and growth objectives.
The mentoring element ensures participants move beyond understanding concepts and begin implementing practical actions immediately.
Learning Outcomes
On completion of the training programme, participants will:
- Understand a practical sales process from prospecting through to account growth.
- Identify and prioritise high-value customers and opportunities.
- Apply customer profiling and segmentation techniques.
- Use the 80/20 principle to focus effort where it delivers the greatest return.
- Build and manage key customer relationships more effectively.
- Improve communication and sales conversations.
- Use AI tools to increase productivity and reduce administrative workload.
- Create a personal action plan for ongoing sales improvement.
Who Is This Course For?
● New and inexperienced salespeople
● Business owners responsible for generating revenue
● Technical professionals moving into client-facing roles
● Account managers looking for a more structured approach
● Anyone with responsibility for sales but limited formal training
Modules
Session 1: Building Your Sales Foundation
● Understanding modern sales
● The sales mindset
● Sales as a process rather than an event
● Building confidence and credibility
● Understanding customer decision-making
Session 2: Finding Better Customers
● Customer profiling
● Market segmentation
● The 80/20 principle
● Identifying ideal clients
● Target selection and prioritisation
Session 3: Managing Relationships and Key Accounts
● Building trust and long-term relationships
● Key account management fundamentals
● Identifying growth opportunities within existing customers
● Customer retention and account development
● Creating value beyond price
Session 4: AI for Sales Productivity
● Using AI to support sales activities
● Proposal and presentation development
● Drafting emails and follow-up communications
● Meeting preparation and summarisation
● Practical AI tools for SME sales teams
Individual Mentoring Support
Each participant will receive a 30 minute one-to-one mentoring session during the programme period. This session will focus on applying the learning to their specific business, sales challenges, customer opportunities,
and growth objectives.
Applications Closing on 29/08/2026
