Sales Foundations

In early and growth-stage companies there are only two things that matter: building and selling.  This course is for those students who want to learn how to sell.


Eric Sitting

Sales is everywhere and in everything.

This course is designed for students who want to ‘sell’:

· Products or services in a sales or sales-related role (B2B or B2C)
· A business idea to an investor
· A job opportunity to a new potential business partner, or job candidate
· Ideas to colleagues or themselves

Audience Image

Target Audience

This course is a must for any student interested in starting (and especially growing) a company, joining a start-up, or becoming an ‘intrapreneur’ within a large organization.

This course is not for any student who wants a passive learning experience. The only way to learn in sales is by doing, and there will be no shortage of ‘doing’ in this course. It will be hard, but you will come out of it as a better seller, leader, negotiator, and maybe even friend or partner!



In most companies, there are two things that matter most: building and selling.  ‘Builders’ are people with the technical and business skills needed to develop products, establish operations, and raise capital.  ‘Sellers’ are the other half of the growth equation—these are the people with the networking, negotiation, and communication skills that form the core of a company’s selling and go-to-market skillset.  Without sellers, products and services being built can sit idle without the predictable revenue necessary for growth and survival.

While a range of other resources and courses focus on ‘building’, this course deals with developing ‘selling’ skills and strategies.  This course was built in consultation with the most well-known high growth companies in existence today. These cutting-edge tactics employed by companies like Salesforce, Shopify, Facebook, Google, and Linkedin are touted as the driving force behind companies’ financial success–and multi-billion dollar valuations.

Complex sales are both an art and a science, and both can be taught.   This course is a compilation of the best in class concepts, strategies, processes, technologies and best practices to grow sales at any organization.



Upon completion of the course, students will be armed with the knowledge, skills and strategies to be successful in a modern sales environment:  Specific learning outcomes for this course include:

  • Know how to add value in a start-up or scale-up in a Business Development, Sales Development, Account Executive, Customer Success/Account Management, or other sales role

  • Get your first customers at an early-stage startup

  • Accelerate customer growth to break through growth plateaus

  • Understand how to create a sales strategy, hire the right talent, and analyze/evaluate sales performance

  • How to apply sales strategies and tactics in non-sales roles such as job hunting and personal brand development



I believe sales is the most important aspect of entrepreneurship.  All through life, you are the CEO of yourself, having to sell your skills, talent, work ethic, etc.

Peter Semkowski



Course Breakdown

There are expected to be two classes per week. Classes will involve some cases, but there will be a number of immersive sessions, and top-notch guest speakers as well.  Students will be evaluated based on contribution (30%), a real sales-related activity (20%), a final group project (30%), and an individual reflection paper (20%).










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Still not sold? Click below to learn more about Eric, his background, and what his teaching ethos is all about.


This course is a must for any student interested in starting a company, joining a start-up, or becoming ‘intrapreneurs’ within a large organization.


This course is for students who have interest in creating their own start-up, or work at one – and who want to know the reality of what to expect.  Whether you’re looking to learn from experts who have built their companies from scratch, or figure out how to make your bold new idea a reality, this class is for you.