Sales Management and Leadership

Sales Management and Leadership

Program Overview

We used to think that great salespeople had been given a gift. While that may be true, sales managers play a role in developing it. During the Sales Management and Leadership workshop, you will assess your skills at developing people and learn tools for becoming more effective in developing and coaching your team. Along with other sales managers in roles similar to yours, you will hear interesting stories from effective sales managers and participate in activities that will stretch your thinking and lead you toward being more successful.

Key Benefits

At this seminar, you will learn five keys to leading effective developmental conversations; practice handling common management situations, such as retaining good salespeople and dealing with challenging employees; and identify ways in which you can use assets you already have in order to get the most out of people you work with.

This program will help you identify the traits of successful sellers in your organization and show you how to use that information to recruit, retain, and evaluate your team. You will identify components of a strong sales culture and consider the ways you might measure and grow the culture of your team in a way that will help you and your customers be more successful.

Program Content

The Evolution of Sales Management

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. There have been significant implications for the sales process and consequently, impact for sales managers. During this session, you’ll explore the role of the sales manager in prioritizing and allocating resources and measuring efforts and results.

Building Resilience for Success in Challenging Times

This session will focus on the concepts of developmental assets: The tools used to help create a resilient workforce that can succeed in the face of adversity. You’ll also explore some of the research on the frequency with which these tools are used in agribusiness today.

Changing Sales Organization Culture

Change is never easy. That’s why changing company sales culture can be a major challenge for just about any organization. Hear about real-life examples from organizations that have successfully shifted their sales culture.

Coaching at Work

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

Building Your Sales Force

How do you improve your sales force: develop it or hire it? This session will help you look at both sides of this question and understand the role feedback and the importance of a career path play in the retention of employees across generations—from baby boomers to millennials.

Who should attend?

Current and future sales managers who want to maximize effectiveness and develop leadership and coaching skills. Participants are typically responsible for:

  • Managing teams of sales professionals or technical people who support them.
  • Evaluating compensation and reward systems for sales positions.
  • Leading customer contact teams.
  • Measuring performance of sales professionals.

“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

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

*Effective Monday, August 2, 2021, 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

Krannert, Purdue University, Room 758
403 West State Street
West Lafayette, IN 47907


We have a room block reserved for the group, checking in on Tuesday, May 26 and checking out on Thursday, May 28. If you have not done so already, please contact the Hilton Garden Inn West Lafayette to make your reservation ahead of time and mention that you are with Sales Management Leadership 2020 to receive the $103 room rate. Check-in is at 3:00 p.m. and check-out is at 11:00 a.m.

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

Reserve your room online

Arrival and Departure/Transportation

Covered parking is available at the Hilton Garden Inn. The Hilton Garden Inn has a free shuttle that you may reserve at the front desk to take to campus. There is also guest parking in the Grant Street Parking Garage if you choose to drive to campus. A parking pass to exit the garage will be provided at registration.



Please eat breakfast before attending the program. We will provide lunch to the group both days. Coffee, soft drinks and refreshments will be available throughout each day, as well.

What to Wear

Attire for the conference is business casual. May in Indiana is typically a low of 63 degrees with a high of 80 degrees. Layers are recommended for the classroom.


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

Seminar Payment/Cancellation

Payment for the seminar is due upon registration.
Please refer to our cancellation policy. You can make a substitution at any time.

For more information, contact:

Emily Hoeing
Key Account Manager

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.