Sales & Marketing

More than 4 billion people across the globe have an email account. In the United States, people check their email 15 times per day, on average. With so much opportunity to connect with customers and potential leads, it’s no wonder businesses are clamoring to get their brand into people’s inboxes.

Email marketing consistently ranks among the most reliable digital marketing strategies for generating revenue, retaining customers, and building brand loyalty. And now is the time to use this inexpensive, powerful marketing tool. But how do you get started?

This course teaches you what email marketing is, why it’s critical, and how it’s done. We begin with strategies for creating an email marketing campaign, segmenting your audience, and using email automation. Then, we’ll tackle how to write and design engaging emails, avoid spam filters, and analyze results.

No matter your solution, the dreaded excuse—“I’m not interested.”—comes with the territory in sales. Customers won’t always be ready or eager to buy. They’ll have questions, concerns, and likely some fears about being taken advantage of or making the wrong decision.

So, what’s the solution? Don’t let objections rattle you. Instead, remember that a “No,” is simply an opportunity for you to pivot, adjust your sales pitch, and relate to your prospect.

In this course, you’ll learn what sales objections are and how to address them effectively by exploring popular objections, winning techniques, and common mistakes.

Have you ever had a coworker who gets along with everyone? They turn the reserved, the gregarious, and everyone in between into friends. It’s not magic that helps them connect. Your coworker likely understands human psychology.

Psychology is the science of mind, motivation, and behavior. Thus, it’s a useful tool for salespeople. Psychology helps salespeople understand their prospects, make a good impression, build relationships, and ultimately, close deals.

In this course, you’ll learn what motivates people to make purchases, how to read body language to interpret what’s unsaid, and how to sell to different personality types. You’ll also discover how to master your own mind with tips to deal with common side effects of sales work—stress and rejection.

The result? You’ll know yourself and your customers better, giving you the resilience and outlook to build strong connections and clinch deals.

Recent studies report that over 70% of Americans—and billions of people worldwide—actively use social media. Popular platforms like Facebook, YouTube, Instagram, X (formerly Twitter), Pinterest, and LinkedIn have transformed the way brands interact with their audience. Understanding the landscape and how to thrive in it is no longer optional for businesses—it’s a necessary part of doing business in the digital age. This course can help.

This is the first in a two-part series. In part one, you’ll review social media marketing terms, tools, and other basics. The second course, Social Media Marketing 201, takes you deeper into strategy, engagement, and metrics to measure your success.

Sales would look very different if we based our decisions on price or quality alone. In reality, our motivations for buying vary widely. Uncovering a customer’s underlying needs and motivations for buying can make it easier to close the deal.

So, what are buyers’ needs? How do you identify them? And what other psychological factors influence purchasing decisions? In this lesson, you will learn questions and listening techniques that will help you understand potential buyers’ needs. You’ll also explore seven psychological motivations that drive buyer behavior.

A wise salesperson knows that closing isn’t really about the product. It’s about your relationship with the client—and how well you can demonstrate that your solution will make their life better.

In this course, you’ll learn to connect potential clients to a solution that works for them—while generating more sales and happy customers.

You’ll review proposal development, effective presentation techniques, the importance of storytelling and narrative to your sale, and some common mistakes to avoid when demonstrating the value of your product or service.

With billions of people worldwide using social media, businesses can’t afford to take a relaxed approach to engaging their audience online. In this second course of a two-part series, learn to take social media marketing to the next level.

This course takes you deeper into strategy, engagement, and the best metrics to measure your success. For a review of social media marketing terms, tools, and other basics, navigate back to the library and search for part one: Social Media Marketing 101.

Every salesperson will encounter hesitation from customers. What separates the good and the great salespeople is knowing how to handle objections. This course explores what sales objections are, how to overcome them, and how to avoid rejection.

Imagine you’re asked to deliver a sales presentation to your dream client. You want to seal the deal. What would you do to ensure your success?

Your instinct might be to share a list of your product’s features and benefits—but that’s only part of the story. A good sales presentation focuses on the audience: their needs, feelings, and familiarity with your product or service. Moreover, you need to know how they define success so you can demonstrate how you’ll help them achieve it.

In this course, you’ll follow along with one sales team member, Grace Kim, who’s facing this same problem. Through her story, you’ll learn how to tailor your presentation to your audience and win their business.

Effective sales negotiation is like a dance: Sellers must read their partners, synchronize movements, and know when to lead versus when to follow.

In this course, you’ll learn how to master the art of sales negotiation. First, you’ll identify the goals, prerequisites, and stages for entering a negotiation. You’ll then walk through five essential sales negotiation techniques. Finally, you’ll explore how to counter common buyer negotiation tactics and close the deal.

How do you know your campaigns are performing well? Can you measure the success of a strategy? How can you be sure your hard work is bringing you closer to your goals?

Marketing is a dynamic field, and analytics can help you get a handle on your strategy. With analytics, you’ll have a clearer picture of where you’ve been, how your plans are working, and where you could be moving forward.

This course will give you a broad overview of what marketing analytics is and how it can benefit your team. You’ll also get tips and tricks for making the most out of your data.

Let’s say you’re the marketing manager for a spice company. Should you choose the tagline, “Take your taste buds on an adventure,” or “Quality spices for quality palates”? The answer depends on your audience.

Understanding your audience’s needs, problems, and choices in the market helps you reach them with a targeted message that makes it impossible for them to choose any brand but yours. It’s not magic—it’s customer and market research.

You’ll begin this course by defining useful research sources and types. Then, explore how to use research to identify and segment your market—and scoop your competitors’ place in it. Finally, you’ll learn to use your hard-won insights to thrive in the market you’ve chosen.

In any sales endeavor, representatives can’t achieve success without the proper resources. Managing a team without proper enablement tools is like trying to drive a car without fuel.

In this course, you’ll learn the basics of sales enablement and why it’s critical for success. You’ll also get some best practices for putting it into action. Afterwards, you’ll be prepared to equip your team for the best possible outcome.

Every sale depends on a buyer. But where do you find that buyer? And how do you create interest—not aggravation—once you’ve found them? The answer is prospecting.

In this course, you’ll learn what prospecting is and how to use it to target the right people and foster productive relationships. Then, you’ll learn to connect with potential buyers through winning techniques like cold calling, warm calling, and social selling—all while watching out for the competition.

A business’s brand is more than a logo and color scheme. It’s also the personality, the story, and the way the brand makes people feel. No wonder then that a brand is almost as hard to define as it is to create.
Not to worry. This course can help. You’ll get practical definitions and advice on crafting a brand story, showing your best side, establishing your market position, and telling people exactly who you are and who you’re for.

Whether you’re releasing a new product—or entering a new market—buttoning up your go-to-market strategy is essential for success.

A winning go-to-market strategy clarifies your ideal customer and the best way to market to them. It also coordinates your marketing, sales, and customer service team efforts to create a smooth—and profitable—product launch.

In this quick guide, you’ll explore the five components of an effective go-to-market strategy. You’ll also learn tips for pricing products and driving adoption with consumers.

From the first point of contact, all the way through the buyer’s journey, and even beyond the close, salespeople constantly interact with customers. That makes relationship-building an essential skill in sales.

This course introduces valuable strategies to increase your relationship-building skills. First, you’ll learn about the importance of understanding your buyers. Then, you’ll learn how to use that foundation to earn trust and build rapport, while developing your own emotional intelligence. By the end, you’ll have a clear understanding of how to best connect with potential buyers.
From the first point of contact, all the way through the buyer’s journey, and even beyond the close, salespeople constantly interact with customers. That makes relationship-building an essential skill in sales.

This course introduces valuable strategies to increase your relationship-building skills. First, you’ll learn about the importance of understanding your buyers. Then, you’ll learn how to use that foundation to earn trust and build rapport, while developing your own emotional intelligence. By the end, you’ll have a clear understanding of how to best connect with potential buyers.

Think of the best presentation you ever attended. Can you name one thing that made it great?

It’s hard to pinpoint what makes a presentation amazing, but we can usually identify what makes it awful. Maybe it’s long-winded, confusing, or uses outdated images crowded on a screen. One tool takes center stage in many horror stories: the slide deck.

Slide decks have gotten a bad rap. And that’s unfortunate because a well-designed slide deck can give your sales presentations a big boost.

In this course, you’ll learn best practices for slide content and design to develop pitch decks that enhance your sales presentations—not aggravate your audience.

There’s nothing worse than blank faces or people checking their phones when giving a business presentation. You want to engage your audience and unite, persuade, or drive them to action—but how?

In this course, you’ll learn how to create and deliver winning business presentations. First, you’ll learn how to define presentation objectives, organize content, and bring it to life with visual aids. Then, you’ll discover the best ways to rehearse, identify areas for improvement, and cope with nerves. Finally, you’ll learn how to deal with difficult questions from your audience.

What springs to mind when you think of “marketing”? It’s a big concept, and several images might surface. Maybe you imagine a company billboard or promotional sign. Perhaps you picture social media ads, blog posts, and email campaigns. Or you might envision what happens behind the scenes around the brainstorming table.

Marketing is a massive, complicated, multi-part process. Many of us have a general idea of what fits under the marketing umbrella, but forming a clear understanding of the fundamentals is not easy.

In this course, we’ll solve that dilemma—beginning with defining what marketing is and what makes something marketable. We’ll then cover four key marketing elements and how to create a marketing plan. You’ll learn to assess where you are and where you want to go, and to identify your marketing audience. Finally, actionable takeaways will help you select marketing tactics and choose analytics to track your results.