Sales and Sales Management

The program is designed for sales professionals who want to grow personally, professionally and organizationally by improving their communication, negotiation, partnership-building and management skills.

The program is modular and has two levels: Sales Specialist and Sales Manager.

To earn the Sales Specialist certificate, participants must complete the first 16 modules. These cover the fundamentals of the sales process, communication and negotiation techniques, customer relationship management, and practical simulations.

To earn the Sales Manager certificate, participants must also complete four more modules (17, 18, 19 and 20). These focus on systematic management of the sales process, team building and performance evaluation. They are intended for those who want to move from individual selling to managing a team and a process.

The program aims to create a unique learning experience and to present the sales process as a single, connected chain of purposeful, goal-oriented steps. Participants learn its stages, phases and methods, along with negotiation techniques and sales strategies.

After successfully completing the program, Sales Specialists will be able to:

• Manage the core concepts of sales and the challenges they currently face
• Apply the essential skills and competencies of a sales manager
• Apply the key principles of effective communication
• Gather and analyze the information they need
• Conduct negotiations effectively and use persuasion skills
• Identify the behavior of the other party, client or customer, and respond appropriately to achieve their goals
• Use positive thinking effectively, including in critical situations
• Recognize the importance of a systematic approach to sales

After completing the full program, Sales Managers will also be able to:

• Build sales structures, processes and strategies that take the human factor into account
• Correctly identify the distribution channels, segments, motivation schemes and appropriate forms of communication for the product being sold
• Filter, gather and process the key information sales depends on
• Classify risks by their origin and nature
• Analyze the risks and objections that hinder sales, and eliminate them
• Apply the principles of managerial decision-making

Program Content

Module: Sales Specialist

16 sessions, 2 months

1. The Essence and Importance of Sales

• Self-introduction techniques and presentation
• Personal skills of a sales manager: what skills does a sales manager need?

2. Mindset and Managing Fear in Sales

• Levels of the brain and the logical pyramid of thinking
• Turning fear into risk: what fears arise in sales, and how do we deal with them?
• Sales skills: persistence, inspiration, courage, charisma, responsibility, service

3. Sales as a Space of Opportunity

• How do we create a space of opportunity?
• What is a client, and what opportunities does a client offer?
• What opportunity are you for the client?
• What kind of space do you create during a negotiation?

4. Emotional Intelligence in Sales

• The importance of emotional intelligence in the sales process
• An algorithm for managing emotions (anger, sadness, disappointment and frustration)
• A behavioral algorithm: how to bring about desired behavior in others through communication

5. Effective Communication

• An algorithm for effective communication
• The foundations of aggressive communication
• Communication at a dead end, and the way out
• Hidden motives in negotiation: how the unconscious influences communication and negotiation
• Techniques and practice of inspiring, connecting communication

6. Building Rapport and Categorizing Clients

• How do we build rapport with a client or customer?
• Categorizing customers by how aware they are of their needs
• The role of personal, professional and commercial trust
• Product and brand trust in sales

7. Questioning Techniques and Active Listening

• Open and closed questions and their standards
• Forms of listening: how to create a space where the client feels heard
• The feedback algorithm and its importance in sales

8. Presentation and Presence

• Defining the purpose of a presentation and preparing an effective one
• Simulations to refine presentation skills

9. Telephone Sales

• Telephone sales techniques
• Mastering telephone communication

10. Face-to-Face Sales and Negotiation

• Essential conditions for managing the sales process
• Designing the sale
• Customer psychology: the satisfaction algorithm and expectations in sales

11. Product and Presentation Simulation

• What sells a product? Practical presentation exercises
• Simulation

12. Relationship-Based Selling

• Attributes and forms of relationships
• The transactional presentation algorithm
• Related simulations and linguistic strategies

13. Open Communication Space

• How to create an open space for building relationships
• Basic pitfalls in sales and communication

14. Stages of Sales and the Sales Mandala

• Stages, forms, phases and methods of sales
• The sales mandala

15. Closing the Deal

• The sequential stages of a sale leading up to the close
• Appropriate verbal and non-verbal communication

16. Sales Tools

• CRM and sales automation tools
• Presentation and communication tools
• Sales scripts and templates
• Tools for preparing offers and commercial proposals

Module: Sales Manager

8 sessions, 1 month

17. Data-Driven Sales

• Sales data analysis and forecasting
• Sales funnel data and how to interpret it
• Making decisions based on data rather than intuition
• Customer segmentation and prioritization based on data analysis

18. Well-Structured Sales: The Manager Level

• A systematic, consistent sales process
• From chaotic actions to a structured, repeatable process
• Standardizing sales stages and controlling quality
• Building a well-structured sales model for your own product or service

19. Building a Sales System in the Company

• Sales department structure and the allocation of roles
• Documenting the sales process (Sales Playbook)
• Recruiting, onboarding and a training system for the team
• Motivation and compensation systems for the sales team

20. Measuring Performance

• Key performance indicators (KPIs) in sales
• Conversion rates and sales funnel analysis
• Methods for evaluating individual and team performance
• Making results-based decisions and adjusting the plan

Registration

Anyone interested in the certificate program should fill out the registration form.

The registration deadline is October 18, 2026. After registration closes, applicants will have an interview with the admissions committee.

Classes begin the week of October 19, 2026.

Program Details

Duration: Classes are held twice a week in the evenings, from 19:00 to 22:00. The full program lasts 3 months: the Sales Specialist program runs for 2 months and the Sales Manager module for 1 month.

Classes begin the week of October 16, 2026. The registration deadline is October 12, 2026.

After registration closes, applicants will have an interview with the admissions committee.

Address: 2 Marie Brosset St., 0108, GIPA Training and Consulting Center

Language of instruction: Georgian; materials are provided in English and Georgian.

Certificate

Participants who successfully complete the full program receive the Sales Manager certificate.

Participants may also choose to receive the certificate for a specific module: Sales Specialist or Sales Manager.

Certificate requirements:

• Complete the assignments given throughout the program
• Present an individual project on setting up a sales system at the end of the course