Sales Management and Leadership

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Sales Management and Leadership

Program Overview

We used to think great salespeople had been given a gift. While this may still be true, we know today’s sales managers play a key role in developing this gift to meet its full potential. During this two-day interactive program, Drs. Scott Downey and Dave Downey will guide you in assessing your people development skills, creating a high-performing culture, using tools to become a more effective coach for your team and more through group discussions, activities and networking opportunities.

This program is especially beneficial for current supervisors of salespeople, novice sales managers or those who will soon be promoted who are looking to amplify their performance.

For questions about this program or more information on who should participate, please contact Emily Hoeing at or (320) 260-6987.

“I would highly recommend Sales Management and Leadership to any manager — good, practical tips, techniques and systems I can use tomorrow. It is definitely worth the time away from work.” Terry Hastings, Ruminant Sales Manager Kemin

 “This program provided time for an inward look at my management and leadership skills. A great takeaway/reminder I gained is to be careful of jumping to a solution too quickly. Instead, think about the challenges and tools needed to address the situation.” – Joe Murphy, Senior Manager of International Ammonia & Industrial Sales, Nutrien Ag Solutions

Key Benefits

  • Increase your knowledge of tools and approaches that have evolved as a result of changing market dynamics.
  • Learn to categorize traits of successful sellers to effectively recruit, retain and evaluate your team.
  • Practice handling management situations such as retaining good salespeople and dealing with challenging employees.
  • Discover how your internal strengths can maximize team performance.
  • Identify components of a strong sales culture and ways to measure and grow your team’s culture.

Program Content

The Future of Selling and Metrics for Sales Outcomes

The evolution of customer-focused marketing has progressed from the product era where the company was in control to the market era where the customer is driving decisions. This has caused significant implications for the sales process, consequently impacting sales managers. During this session, you’ll explore sales managers’ role in prioritizing and allocating resources and measuring efforts and results.

Development Assets and Engaging with Your Salespeople

This session will focus on the assets salespeople and managers use to maximize sales performance and ways managers can draw from these assets to develop others. You’ll also explore research on the frequency in which these tools are used in agribusiness today.

Changing Sales Organization Culture

Changing company sales culture can be a major challenge for any organization. Hear real-life examples of organizations that have successfully shifted their sales culture and processes.

Coaching at Work

Coaching processes and techniques are critical to the development of individuals and creating a synergistic team. In this session, you’ll have the unique opportunity to hear from Purdue Athletics coaches and experience the crossover between coaching athletes and coaching business professionals.

Intentional Planning for Interactions with Your Salespeople

From baby boomers to millennials, retaining good employees is critical. This session will help you understand the importance of giving feedback and having a career path for individuals across generations.

Program Agenda

*Please note that Indiana is on Eastern Daylight Time (EDT) during this conference.
*A printable pdf of the agenda is available for download here.

What to Expect During the Sales Management and Leadership Program

Over the last year, the Center for Food and Agricultural Business has developed tools to bring world-class experiences into the online education environment. In doing so, session facilitators have made the same networking and engagement opportunities found in in-person programs a top priority in this virtual program.

Two weeks prior to the program, you’ll access videos from each instructor that overviews the objectives for their session as well overviews the concepts they will bring to class. This pre-work will allow you to focus on interaction in small groups with your peers and with the instructor, as you participate in the live sessions.

You can learn more about how we’re keeping key program takeaways and benefits at the center of our online professional development workshops in Aissa Good’s latest blog, Rethinking Online Learning.

Schedule at a Glance

Wednesday, May 26, 2021

9:30 am
Course Kick-off and Overview

The Future of Selling

9:50 am
Metrics for Managing Sales Outcomes
Panel discussion with James Reeder and Advisa

10:35 am
Identifying Characteristics of Good Sales People

Wrap up and preview afternoon

12:00 pm

2:00 pm
Managing Outcomes and Salesperson Effectiveness (con’t)

Developmental Assets

Coaching Skills

4:30 pm
Conclude Live Sessions for Day 1

Thursday, May 27, 2021

9:30 am
Debrief and Reflect on Day 1

Common Challenges for Sales Managers – Mini-Case Scenario Activity

Summarize Challenges and Ways to Address

11:55 am
Wrap up and preview afternoon

12:00 pm

2:00 pm
Intentional Planning with Sales People

  • How do you see yourself adapting to a changing agri-selling environment?

Sales Management Strategies for the Future

3:40 pm
Wrap Up and Reflection

4:00 pm
Conclude Live Sessions for Day 2

Travel and Information

*Purdue University is requiring all individuals to wear a mask while inside on-campus buildings, regardless of vaccination status. This protocol will be enforced during all Center for Food and Agricultural Business programs until further notice.

Program Location

Purdue University
Stewart Center, Room 214
West Lafayette, IN 47907


A block of rooms has been reserved at the Hilton Garden Inn West Lafayette for Tuesday, May 24 through Thursday, May 26. Please contact the Hilton Garden Inn West Lafayette at (765) 743-2100 or click here to make your reservation. Be sure to mention you are with the Sales Management and Leadership program (the group code is SML) to receive the $110/night room rate. Check-in is at 3:00 p.m. ET and check-out is at 11:00 a.m. ET.

Hilton Garden Inn
356 East State Street, West Lafayette, Ind.
(765) 743-2100
Distance from campus: 1.9 miles
Locate with google maps



Please plan to eat breakfast before attending the program. Lunch will be provided for you both program days (May 25 and 26), and coffee, soft drinks and refreshments will be available to you throughout each day.

What to Wear

Attire for the conference is business casual. May in Indiana is typically a low of 54 degrees with a high of 76 degrees. Layers are recommended for the classroom.


Materials will be provided for you throughout the program. The presentations will also be emailed to you following the program.

Seminar Payment/Cancellation

Payment for the program is due upon registration. Please refer to our cancellation policy for full details and information.

For more information, contact:

Danielle Latta
Senior Program Manager
(765) 494-6978

Program Cancellation Policy

If a participant is unable to attend a Purdue University Center for Food and Agricultural Business program, the participant may choose to: 1) transfer their registration fee to another participant within the same company, or 2) choose to receive a credit for the same program or another program that takes place within the 12 months following the originally booked event. However, a request to use a credit must be received no less than 30 days prior to the program start date, otherwise the credit will not be valid. No refunds will be issued regardless of cancellation date.

The Center for Food and Agricultural Business reserves the right to cancel a program due to low enrollment or other circumstances which would make the program non-viable. If a program is cancelled, registrants will be offered a full refund. Should circumstances arise that result in the postponement of a program, the Center for Food and Agricultural Business has the right to either issue a full refund or transfer registration to the same program on the new future date. The Center for Food and Agricultural Business will not be responsible for reimbursement of any participant expenses related to the cancellation or postponement of an event.