The Sales Director

‘Deliver the Future! Give your sales leaders the strategic skills to deliver business growth.’

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The Sales Director

A programme designed for Sales Directors, Senior Sales Leaders and Business Owners who are responsible for developing and implementing the sales strategy that drives the business.

Featuring a blend of presentations, practical assignments and case studies the content challenge sales leaders to plan business performance and deliver growth objectives. Participants explore how to:

  • Set sales strategy aligned with the objectives of the organisation
  • Deliver financial and growth objectives
  • Lead with a clear sense of purpose and direction
  • Engage the team in a shared vision.

Who is this programme for?


Sales Directors


Sales Leaders


Business Owners


The Sales Director

Aim and Objectives

The aim of this programme is to equip participants with the strategic leadership skills to develop and implement sales strategy that aligns with your organisation’s business objectives.

Programme Objectives
To deliver this aim the programme is focused on four objectives:

  1. Strategic Sales Planning
    To develop a strategic sales plan through which the sales director will:
    • Lead with a clear sense of purpose and direction
    • Deliver revenue and growth objectives
    • Engage the sales team in a shared vision.
  1. Implementing Strategy
    To create the objectives, goals and timelines that transform a strategic plan into business results.
  1. Developing the Business Environment
    To develop a business environment in which the sales team are confident, empowered and enabled to deliver business objectives.
  1. Developing a High Performance Team
    To develop a leadership team equipped with the capability and resources to deliver business objectives.


What are the benefits for your business?

Skilled Leaders

A Sales Director equipped with the skills to engage the team in a shared purpose and direction.


A clearly defined sales strategy that is aligned with the business objectives of your organisation.

Motivated People

A sales team who are confident they have the support and resources to achieve sales objectives.


A strategy that ensures everyone understands the aim of the business and their personal responsibilities.

A Positive Culture

An approach to leadership that fosters a culture which values people and their contribution to business success.

What’s included in the programme?

In the pre-work assignment, participants complete the ‘Profile Select XT™ Sales’ (PXT) psychometric assessment. This is a normative assessment that is specifically designed for sales leaders. The assessment outputs are:

  1. Individual Results: an in-depth analysis of results covering:
    • Cognitive Thinking Capability
    • Personal Behaviours matched to the sales director role
    • Personal and occupational Interests.
  1. Performance Matching: a process that identifies how results match with a generic ‘Performance Model’ created for the sales director role. The outputs will highlight personal strengths and development areas.

This is a three day, interactive event in which participants explore the skills and behaviours needed for the sales director role.

The workshop focuses on:

  • The expectations of the sales director
  • Strategic sales leadership
  • Developing a strategic sales plan
  • Creating a strategic aim and value proposition
  • Empowering and enabling the team
  • Creating a high performance sales leadership team
  • Managing change in a strategic sales plan
  • Dealing with emotion and resistance.

The workshop is an immersive event designed using a blended learning approach that features presentation, debate, practical tasks, syndicates, and case studies.

In the 8-12 weeks following the workshop participants complete a personal project based on their individual roles. The project is structured and features a series of tasks, which act as the catalyst to:

  • Finalise and implement a strategic sales plan
  • Test and activate the learning from the workshop with the sales operation
  • Embed new practice and ideas as normal business activity.


A measurable return on investment is delivered at a coaching event following completion of the personal project. Individuals present their results to your key stakeholders and TLSA (optional). The event delivers three outputs:

  1. Activation: ensuring participants activate the learning in their personal roles.
  2. Evaluation: a clear view of how the programme impacts on business performance.
  3. Return on Investment: measurable results that identify personal development and the overall impact on the business.


The Sales Director Toolbox

As participants complete the workshop they receive a collection of sales leadership tools to support them in their personal roles.



Strategic Sales Plan

A powerful planning aid the sales director can use to create a strategy that will deliver your business objectives and engage your people.

We also include a generic example of a completed plan, which provides a useful template.


Team Projects

Three practical projects designed to engage the sales function in creating strategy. The projects cover:

  • Defining the future
  • Understanding customers and the competition
  • Building team values and behaviours.

Market Capability Analysis

Based on three market disciplines of Customer Intimacy, Operational Excellence and Product Leadership.

The Market Capability Analysis provides a process to:

  • Analyse the capability of the sales operation to deliver each discipline
  • Identify changes needed to achieve business objectives
  • An aid that helps the sales director identify.

Change Map

When it comes to managing change, the first task is to identify where change is needed, the second to make it happen. This aid helps the sales director to identify and plan:

  • Where change is needed to deliver the sales strategy
  • When and how to deal with change management issues.

The Sales Director Notes

A great resource to revisit the content, the notes are professionally prepared, easy to use and available in digital or printed format.


TLSA Completion Certificate

Each participant receives a ‘TLSA Completion Certificate’ as evidence they have completed the programme.

If an external certification from a professional body is integrated into the programme, the certificate will be provided by the professional body.

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