General Management & Strategie

Reskilling Sales Programme

Sales insights, practical tools and hands-on training for a successful career in sales



The Reskilling Sales Programme provides individuals with a service background the insights, best practices, tools and hands-on experience to reposition themselves for a successful career in sales.

This practical, two-week, two-hour per day programme is facilitated by HSG professors, lecturers and sales trainers and provides participants with opportunities to put into practice the insights and tools they learn during the two weeks.

Upon completion of the programme, participants are prepared and equipped to begin a career in sales and receive a HSG certificate of attendance.


Individuals with experience in service industries such as hospitality, tourism and aviation seeking a new career in sales.



10 days
Anzahl ECTS Punkte
Please contact us
Einzelmodul buchbar
Flexibler Einstieg möglich


Provide service-oriented individuals with the insights, practical tools and hands-on training needed to successfully reskill and relaunch their career in sales.

Ihr Nutzen

Gain a practical overview of best sales practices and proven sales techniques

Develop a focus on customer centricity and getting to know your customer

Strengthen empathy and listening skills

Build and practice storytelling, communication skills and emotional selling to successfully engage your audience

Strengthen your presence and impact by putting the newly acquired skills and insights into practice

Deliver effective sales practices with a strong customer focus and a ‘get to know the client’ mindset


The programme is structured in 10 modules over a 2-week period. Each module consists of a 2-hour online input session. Course preparation and follow-up work will require an approximately equal amount of time.

The modules take place virtually over Zoom and you will have access to Canvas, our learning platform containing all relevant documents. 

Sample Programme

Kick-off Session & Introduction to Sales

8 November 2021, 17:00-19:00

Customer Centricity

9 November 2021, 17:00-19:00

Customer Needs

10 November 2021, 17:00-19:00

Sales Best Practices & Guest Speaker 

11 November 2021, 17:00-19:45

The Pitch - Your Entry into the Customer Journey

12 November 2021, 17:00-19:00

Happiness & Baises

15 November 2021, 17:00-19:00

Questions & Listening

16 November 2021, 17:00-19:00

Stakeholder Management & Structure and Virtual Networking Event

17 November 2021, 17:00-20:00

From Insight to Impact

18 November 2021, 17:00-19:00

Follow-Up, Q&A, Next Steps and Closing

19 November 2021, 17:00-19:00


Inhalte & Faculty

Sample Programme Content

Kick-off Session & Introduction to Sales

Learning Outcomes

  • Recognize what challenges await you and how can you be successful given the challenges?
  • Learn about archetypes, success factors, selling solutions not products, adaptation and work structure

Customer Centricity 

Learning Outcomes

  • Gain an understanding of customer centricity
  • Learn to apply customer centricity in your daily business
  • Learn to dive into the psychology of customers

Customer Needs 

Learning Outcomes

  • Establish personas
  • Develop a value proposition
  • Successfully carry out a call
  • Learn what common objections are and how to deal with them

Sales Best Practices 

Learning Outcomes

  • Understand sales processes
  • Communicate effectively
  • Manage expectations

Guiding Customers & Maintaining Control

Learning Outcomes

  • Understand the customer journey
  • Recognize the pitfalls along the customer journey and how to deal with them
  • Become familiar with discussion structure based on authentic examples

Happiness & Biases

Learning Outcomes

  • Realize that you can only sell well if you are holistically happy
  • Get confident to tell your story
  • Think like your client

Questions & Listening 

Learning Outcomes

  • Define your selling style
  • Realize that big ears are much more important than a big mouth
  • Understand the importance of questions

Stakeholder Management and Structure 

Learning Outcomes

  • Recognize how to identify and deal with your stakeholders
  • Understand the power of simplicity
  • Get introduced to simple sales framework

From Insights to Impact 

Learning Outcomes

  • Gain an understanding of how insights are generated
  • Learn to apply insights to your sales organization

Follow-Up, Q&A, Next Steps & Closing 



Our Faculty 

Discuss with and learn from our renowned professors and industry experts. 

Prof. Dr. Johanna Gollnhofer

Prof. Dr. Johanna Gollnhofer is leading, together with Prof. Dr. Andreas Herrman, Prof. Dr. Torsten Tomczak and Prof. Dr. Wolfang Jenewein, the Institute for Customer Insight at the University of St.Gallen (ICI-HSG). She is as an expert in qualitative approaches (especially ethnography) in consumer research. She deals with topics of the future in the retail and health care industry as well as the sharing economy. Her research has been published in international journals such as the Journal of Consumer Research, the Journal of the Association for Consumer Research, the Journal of Business Research, the Journal of Public Policy & Marketing, and Strategy & Management. Previously, she earned her doctorate at the University of St.Gallen and was Assistant Professor at the University of Southern Denmark.

Dr. Lüder Tockenbürger

Dr. Tockenbürger has developed and conducted international management training programmes in Europe, America and Asia in the fields of organizational development and management. His expertise covers several fields, including strategic management, organizational development, communication and leadership. Dr. Tockenbürger is a founding member of several companies and also works as a management consultant. He teaches the EMBA module Integrated Organizational Development.

Dr. Mike J. Widmer, MBA

Mike Widmer is Founder & Managing Partner of Aalto AG – fostering organizational and professional happiness through executive search, leadership and career consulting. He began his professional career by founding an internet startup and thereafter joined the software company BSI Business Systems Integration AG as a Project Manager and Legal Counsel. After complementing his PhD in law with a full-time MBA at the Ross School of Business at the University of Michigan he joined McKinsey & Company in the USA. Next Mike returned to BSI to set up the company’s German subsidiary in Frankfurt as Country Manager. Prior to founding Aalto in 2020 he worked for almost 10 years in two top-tier executive search companies at international and local levels.

Weitere Informationen


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Our experience with career transitioners has been very good. For a long time, I have wanted to take a step further and go forward with a structured recruitment process for career transitioners.
Photo Liza Follert
Liza Follert
Head of next.generation
The Executive School for Management, Technology and Law at the University of St.Gallen brings more than 15 years of experience in advanced vocational training to the table. We assist people in their next career step. Particularly in the cases of repositioning and re-entry, we want to strengthen skills so that our participants are also successful in other areas. Together with our partners, we offer swift and sustainable reskilling here to support non-linear careers.
Photo Dr. Patricia Widmer
Dr. Patricia Widmer
Programme Director Open Enrolment and Diversity
Many companies are coping with simultaneous shifts in their competitive environment, use of technology, and business model. Organisations and educational institutions therefore need to rethink professional training and need to prepare people for new roles. Through its Reskilling Sales Programme, the University of St.Gallen seeks to support individuals in service sectors facing disruption. We aim to make a positive, long-term impact on their professional lives.
Photo Prof. Dr. Winfried Ruigrok
Prof. Dr. Winfried Ruigrok
Dean of the Executive School of Management, Technology & Law at the University of St.Gallen

Warum HSG?

Mit einer Weiterbildung an der Universität St.Gallen (HSG), einer der führenden Wirtschaftsuniversitäten Europas, schaffen Sie sich die besten Voraussetzungen für Ihre Zukunft. Die HSG ist mehr als ein Lernplatz, sie ist ein Ort der Inspiration, der Sie zum Denken anregt. Sie eignen sich aktuelles Wissen von hoher Praxisrelevanz an und gewinnen wertvolle Erkenntnisse. Dadurch sind Sie in der Lage, einen wichtigen Beitrag zur gesellschaftlichen, wirtschaftlichen und zu Ihrer persönlichen Entwicklung zu leisten. "From insight to impact" ist nicht nur unsere Botschaft, es ist ein Versprechen, an dem wir uns messen lassen.

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