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Course 01 — Sales Execution Fundamentals | SNL Academy
Sales Training & Certification Course 01

Sales Execution
Fundamentals

The complete sales cycle, mastered. From mindset to close — built on structured playbooks, not personality-driven selling.

5-day programme 8–20 participants In-person or virtual SNL Certified Foundation level

Course overview

Most sales training teaches charisma. SNL teaches discipline. This is the flagship programme of SNL Academy — a complete, end-to-end sales cycle masterclass that takes participants from sales mindset to confident deal close in five intensive days.

Built on the structured playbook methodology that defines SNL Services, this course replaces gut-feel selling with repeatable frameworks. Whether you're a new SDR finding your feet, or an account executive looking to sharpen your craft, you leave with the skills, language, and confidence to execute sales like a seasoned operator.

Every module is grounded in real enterprise sales motions, with role-play, peer feedback, and practical exercises throughout. This is the foundation every revenue professional needs.

Who this course is for

Sales Development Representatives (SDRs) and Account Executives (AEs)
New sales hires building their first complete sales toolkit
Experienced sellers wanting to formalise and refine their approach
Founders and consultants doing their own selling
Sales managers seeking a shared methodology for their teams

Learning outcomes

01
Apply a structured, customer-centric approach across the full sales cycle
02
Identify, qualify, and engage high-value prospects with discipline
03
Build genuine rapport and uncover real customer needs through skilled questioning
04
Present solutions that connect to value, not just features
05
Handle objections with confidence using proven frameworks
06
Negotiate and close deals while protecting margin and the relationship

Curriculum — 6 modules

Module 1
Sales Fundamentals & Mindset
Modern sales: from transactional to transformational
The customer-centric approach and why it wins
The core stages of a typical sales process
Building a positive, resilient sales mindset
Module 2
Prospecting & Lead Generation
Defining Ideal Customer Profiles and buyer personas
Inbound and outbound prospecting methods
Qualifying leads with discipline and rigour
The role of CRM and data in modern prospecting
Module 3
Building Rapport & Needs Analysis
Techniques for genuine rapport with prospects
Open-ended questioning and the SPIN framework
Active listening and non-verbal cues
Identifying explicit and implicit customer needs
Module 4
Product & Service Presentation
Crafting value propositions that resonate
Features vs. benefits — the golden rule
Tailored presentations and storytelling in sales
Engaging presentation skills and visual aids
Module 5
Handling Objections
Anticipating common sales objections
Frameworks: LAER, Feel-Felt-Found, Boomerang, Reframe
Understanding root causes and maintaining control
Pre-empting objections before they arise
Module 6
Negotiation & Closing the Sale
Win-win negotiation principles, BATNA and ZOPA
Anchoring, concessions, and handling price objections
Recognising buying signals and closing techniques
Confidence in asking for the business

Delivery format

Duration
5 full-day sessions
Group size
8–20 participants
Materials
Workbook + playbook included
Practice included
Role-play scenarios & peer feedback sessions
Format
Workshop + role-play
Delivery mode
In-person or virtual
SNL Certified — Sales Execution Fundamentals

Participants who complete all modules and pass the practical assessment receive the SNL Sales Execution Fundamentals certification. This is the foundational credential of the SNL Academy and a prerequisite for advanced sales training programmes.

Corporate & cohort pricing available

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Delivered for teams of 8–20. Contact us to discuss dates, custom delivery, or a pilot session.

Course details

Duration
5 days (full-day)
Format
Workshop + role-play
Audience
SDRs & AEs
Level
Foundation
Delivery
In-person or virtual
Certification
SNL Certified
Group size
8–20 participants

Also in sales training

Course 01 — Current
Sales Execution Fundamentals
Course 02
Pipeline Management & Deal Governance
Course 03
CRM Strategy & Sales Operations Mastery
Course 04
Outbound Prospecting & Appointment Setting
Course 05
Revenue Forecasting & Commercial Reporting
Ready to get started?

Sell with discipline from day one

Contact us to discuss corporate bookings, cohort programmes, or custom delivery for your organisation.

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  • Closing Position

Turning sales intent into predictable revenue through disciplined execution.

For organisations that value outcomes over activity and systems over improvisation, SNL Services is the revenue execution partner of choice.

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