Sales Management and Leadership

Elevate your sales leadership skills in our two-day program where you’ll learn to create a high-performing culture and master effective coaching.


September 11-12, 2024

Registration Fee:



Purdue University (Krannert 758), West Lafayette, IN


For more information about this program, contact:

Aissa Good


Registration fees are due upon receipt and cover all program materials. Registrations are accepted on a first-come, first-served basis. Once full, names will be added to a waiting list. Please review our cancellation policy.

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 Aissa Good at or (765) 299-3486.

“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.

Educational Credit

You can earn CEU and CCA credit at this program.


David Downey

Staff Bio

David Downey

Dave Downey founded and serves as the executive director emeritus of Purdue University’s Center for Food and Agricultural Business. He is responsible for the development of executive and management education programs for a wide array of individual companies, trade associations and public programs. The center has become recognized as the leader for agribusiness executive educational programs in the United States. It annually attracts hundreds of agribusiness professionals from across North America and around the world.

Dave is also professor emeritus of agricultural marketing at Purdue University. He has taught courses in agri-selling and agri-marketing strategy and helped develop Purdue’s major in agri-sales and marketing, the first such program in the country. Over his career, he has taught and counseled more than 10,000 students.

Dave’s primary focus is on marketing and selling to farmers. He has been deeply involved in many studies of farmer buying behavior, including Purdue’s Large Commercial Producer Project, a regular study of the attitudes and buying patterns of large growers across North America.

Dave has received several recognitions for professional excellence, including four major teaching awards from Purdue University and two national awards from the American Agricultural Economics Association. In 2004, Dave was recognized with the Special Boilermaker award from the Purdue Alumni Association for his “significant contributions to improve the quality of life and betterment of the educational experience for Purdue students.” In 2007, Dave was presented with the Distinguished Ag Alumni award from the Purdue Ag Alumni Association for his outstanding service to agriculture.

He has published three widely accepted books in his field. He is co-author of a new book, ProSelling: A Professional Approach to Selling in Agriculture and Other Industries, the most complete book on agri-selling in the market. It is used extensively by colleges and universities across North America. He has authored other books, including Agribusiness Management, published by McGraw Hill, and AgriSelling: Principles and Practice.

Dave is widely recognized as an agribusiness consultant in North America and in various countries around the world. He has worked extensively with Ravensdown, a leading input supplier in New Zealand and has held numerous seminars in Australia. He has worked extensively with Valley Irrigation in South Africa and with Valley territory managers from around the world. Dave was recently invited to speak with several hundred agronomic distributors in Brazil and has presented seminars to ag retailers in Argentina, Central America and the Caribbean. He has been invited to speak in the United Kingdom, France and Poland. He also taught an intensive, two-week marketing course in an agricultural MBA program in Beijing, China.

Scott Downey

Staff Bio

Scott Downey

Scott Downey is the director of the Center for Food and Agricultural Business and a professor in the Department of Agricultural Economics. He teaches in many of the center’s programs, as well as leads sales and marketing courses of over 300 undergraduate students each semester. Scott joined Purdue University on a full time basis in 2000 after spending 15 years in the financial services industry. He is also the lead author of “ProSelling: A Professional Approach to Selling in Agriculture and Other Industries.”

Scott is a frequent speaker and consultant for agribusiness industry sales teams on professional development topics like precision selling, sales management and competitive sales strategies. The discovery process he created has been adopted by Fortune 300 companies and has been presented all over the world.

Scott received his bachelor’s degree at Purdue University in 1985 and his MBA from Cal Poly in San Luis Obispo, Calif., in 1991. He completed his doctorate at Purdue in 2007 in consumer behavior, looking at the relationship sales preferences of ruralpolitan buyers.

He has served as an adviser to the Purdue chapter of the American Advertising Federation and helped students found the Purdue Ag Sales and Marketing Club. He is active in the National FFA sales competition and has been active on local boards at United Way and other organizations.

Scott is a fellow of Purdue’s Teaching Academy, which strives to bring together the best teaching faculty from across campus. He is the recipient of the 2012 Richard Kohls Outstanding Undergraduate Teaching Award in the College of Agriculture at Purdue. He won a national teaching award in 2011 from the Agriculture and Applied Economics Association, the service organization for academics in agricultural economics.

His wife, Laura, is a veterinarian and currently heads a business that provides patient drug adherence products to pharmacies.

Program Agenda

*Please note Indiana is on Eastern Time (ET).
*A printable pdf of the agenda is available for download here.

Schedule at a Glance

Day One

8:00 am
Program Kick-Off and Overview

8:30 am
The Future of Selling

9:30 am
Metrics for Managing Sales Outcome

10:30 am
Identifying Characteristics of Good Salespeople

12:00 pm

1:00 pm
Enculturation and Changing the Sales Culture

2:30 pm
Coaching Skills

3:00 pm
Purdue Athletics Field Experience – Coaching and Culture Building in Action

6:30 pm
Conclude Day 1 and Depart for Networking Reception

Day Two

8:00 am
Debrief and Reflect on Day 1

8:45 am
Developmental Assets

Common Challenges for Sales Managers – Mini-Case Scenario Activity

Summarize Challenges and Ways to Address

12:00 pm

1:00 pm
Intentional Planning with Salespeople

2:30 pm
Sales Management Strategies for the Future

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

3:00 pm
Conclude Day 2

Travel and Information

Program Location

Purdue University
Krannert Building, Room 758
403 Mitch Daniels Blvd.
West Lafayette, IN 47907


A block of rooms has been reserved at the Union Club Hotel located at the heart of Purdue’s campus in West Lafayette. Contact the Union Club Hotel at (765) 494-8922 or click here to make your reservation. Remember to mention that you are with the Sales Management and Leadership (group code SML 2024) to receive the $189/night room rate. Check-in is 4:00 p.m. and check-out is 11:00 a.m.

Union Club Hotel
201 Grant St, West Lafayette, IN 47906
(765) 494-8922
Across the street from Krannert
Locate with Google maps



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

What to Wear

The attire for the conference is business casual. The average temperature in West Lafayette in September ranges from a high of 82-71 degrees to a low of 58 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:

Cooper House
Event Manager
(765) 418-6993

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.

Sales Management and Leadership

Elevate your sales leadership skills in our two-day program where you’ll learn to create a high-performing culture and master effective coaching.

Sales Management and Leadership

B2B Relational Selling enhances your ability to articulate the value of your product or service and how it solves your client’s problems. Register today to elevate your sales game and gain the skills to build lasting client relationships!

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