Diploma Programme in Sales Leadership

Diploma Programme in Sales Leadership

In today’s markets, the sales function faces many challenges. The ‘sell more’ approach no longer aligns with our customers’ need to react to unpredictable and changing market conditions. A radical shift in thinking and effort is needed to find the right way forward and to stay ahead of competition. New opportunities can only emerge when we really put our customers’ needs front of mind, and help them achieve their strategies and vision. Do you dare question your traditional value propositions and working practices, and look critically at how to deliver real value for your customer? 

RSM’s Diploma Programme in Sales Leadership goes beyond learning about operational tools and know-how. It helps sales professionals and their organisations to transform into highly effective sales leaders and achieve excellence in sales by creating customer value. The seven-day programme (with two modules over six months) will equip you with new visions and ideas, practical management tools and leadership skills. Take your sales to the next level and immediately put it to your business practice. 

RSM faculty and business experts provide state-of-the-art academic and business know-how covering the breath of the sales leadership landscape. In dedicated coaching sessions you will explore organisational challenges, and develop strategies to improve your personal effectiveness as a sales leader. The participant completes the programme with a real-world sales leadership thesis.

What will you gain?

  • Strengthen your position as a partner and change leader internally and externally;
  • Improve your vision and capacity to configure the sales approach and solution delivery;
  • Upgrade your management tools to optimise personal and sales team performance;
  • Insights into personal strengths, weaknesses, preferences and your leadership priorities;
  • Develop a sales leadership thesis as an action plan for improving organisational performance.

The Diploma Programme in Sales Leadership has been designed in cooperation between Rotterdam School of Management, Erasmus University and the Centre for Sales Leadership.

  • The programme is for senior, experienced sales professionals involved in complex sales projects.

    • Key or strategic account managers
    • Sales managers
    • Commercial directors
    • Business development managers.

    This programme has enhanced the performance of employees at Achmea – Ahrend – AkzoNobel – Atos Origin – Ballast Nedam – Bayer – Bredel Hose Pumps – Capgemini – Canon –Colt International – CWS – DAF – Daimler – Delta Lloyd – Essent - Facilicom - G4S – HP – ING - Johnson Diversey – Kema – KPN Getronics – Leaseplan - International – L’Oreal – M.A.N. – Nashuatec – Novo Nordisk - Nuon – Randstad –Robeco – Ricoh – SHV Energy – SNS Bank – SPIE – T Mobile –Tata Steel – UTS International – Vopak – Welten – Zwitserleven.

  • “I’ve been working in sales for my entire professional career. Yet, RSM’s Sales Leadership programme gave me valuable insights that will improve my ability to raise the bar even higher, for myself  and within the Riwal equipment sales division."
    Arjen Snijder, group manager equipment sales, Riwal Holding Group bv

    "When I read what the Sales Leadership Programme at RSM implied, I knew immediately that it would blend in with my daily practise, and that I would have the opportunity to improve my knowledge and skills in sales and leadership. Innovating sales strategy based on research and not based on assumptions and ‘gut feeling’ will be an ongoing process in our organisation. I will use the knowledge I have gained, to create value and continuity for Post en Eger’s customers, team and shareholders."
    Sjaak Harms, Director, Post en Eger hang- en sluitwerk BV

    "Many organisations are not used to thinking beyond the next quarter. As a salesperson, how do you change this mindset? On what do you focus to bring about change? What tools do you need for this? This is what is meant by sales leadership, and it’s what you learn during the programme. It has so much to offer a sales professional."
    Hans-Peter Smits, Client Director, KPN Corporate Market

    "In my 10 years’ experience I have gone through much sales training. RSM’s Sales Leadership Diploma Programme is really different. The team spirit, the opening up from the coaching and the excellence of the faculty sessions. These are things you miss when it’s over. Except the top-class sales network, since I use the alumni follow up."
    Joost Bleize, Sales Lead NL, Capgemini

    "The programme has to be taken seriously by anyone who takes themselves seriously as a sales leader and a must for any sales organisation needing a bit of inspiration. Within eight months of presenting my SLP thesis, our new sales structure was up and running, and our culture change on its way."
    Paul Bernardt, Managing Director, UniGroup Worldwide UTS

  • A teaching staff of Rotterdam School of Management, professors, experts in the field, practitioners and sales coaches will actively accompany the participants in the programme.

    Faust Mertens,  MBA
    Faust has a background in FMCG and is an expert in the field of customer strategy,sales force effectiveness and sales academy design. He has successfully advised many international corporate organisations across industries on how to develop a high performance sales approach and culture. He is consulted by senior management and investors how to boost sales. Together with Dr Ed Peelen, he is the initiator of the RSM Sales Leadership Diploma Programme.

    Dr Ed Peelen, partner at ICSB Marketing & Strategy, following professorships of marketing at the Erasmus University Rotterdam and Nyenrode Business Universiteit. Peelen has done extensive research and published leading books in customer relationship management and marketing. He co-founded RSM’s Sales Leadership Diploma Programme.

    Prof. Finn Wynstra, Professor of Purchasing and Supply Management at RSM, researches the relationships between purchasing and supply strategies, innovation and buyer-supplier relations in business services.

    Dr Jan Vis, Associate Professor at RSM, is an authority in business valuation. He has published leading articles on value management. Vis is the director of RSM’s Competence Centre Business Valuation.

    Lennart Fagel, Senior Consultant at Orange Orca for Procurement and Customer Value Management, is a specialist in tender offers. He also supports sales teams in understanding and implementing value.

    Dr Patrick Reinmoeller, Professor of Strategic Management at Cranfield School of Management, is a senior member of RSM’s China Business Research Centre. His research focuses on strategic management, competitive strategy and innovation in the knowledge economy.

    Vin Morar is an International Projects Specialist. He lectures at TSM Business School, University of Twente. Morar has wideranging experience in entrepreneurship and cross cultural management, and consults with a great range of governments and across the world.

    Jaap Weijers, Executive Coach, specialises in leadership development. He coaches management teams to boost performance, giving individuals insight into their values and behavioural drivers.

    Roderick Bredero, Sales Consultant, Management Trainer and Coach, is an expert in leadership development using self awareness and self management. He has worked in the defence and construction industries as a General Manager and entrepreneur.

    Patrick Lybaert, visiting faculty at RSM, delivers seminars and consults in leadership development, executive coaching, organisational growth and development, team management and culture change. He makes use of a wide range of diagnostic assessment instruments. He is the founder of the Executive Leadership Foundation (ELF).

    Dr Marian Dingena is Executive Fellow at RSM. She is an expert in the fields of Business-to-Business Marketing and Key Account Management. In the past 20 years Marian has worked as a management consultant and independent researcher with extensive experience in (international) consulting projects.

    Dr Bart Dietz is an Assistant Professor in RSM’s Department of Organisation and Personnel Management. His research focuses on the management of sales professionals. His articles appeared in publications such as the Journal of Marketing and the Journal of the Academy of Marketing Science. He is on the editorial board of Journal of Personal Selling  & Sales Management.

    ‘Building long-lasting relationships with customers drives business profitability. Each and every contact with a customer is a critical moment in strengthening the relation. In these critical incidents, customer value should be created, rather than communicated.’
    Dr Ed Peelen, Partner and Founder of ICSB Marketing and Strategy

  • On this page you will find practical information about the seven-day Diploma programme in Sales Leadership.


    Please contact our programme advisor Eugène Kerpen for more information.


    The investment will be € 8,950 (excl. 21% VAT) including course materials, lunches, and snacks. This fee does not include hotel accommodation.
    10% discount for alumni from Erasmus University Rotterdam and RSM. More information about the discount.

    Cancellation policy

    Cancellation notices must be received by email: openprogrammes@rsm.nl. The following cancellation fees apply:

    • More than 14 days before the programme’s start date: 25% of the programme fee will be charged
    • Between 14 and 7 days before the programme’s start date:  75% of the programme fee will be charged
    • 7 days or fewer before the programme’s start date: 100% of the programme fee will be charged
    • Cancellations received on or after the programme’s start date: 100% of the programme fee will be charged.


    The participant can be substituted by someone from the same company on the same course without extra costs.

    General terms and conditions

    Please click RSM Executive Education’s general terms and conditions.


    The programmes take place at Rotterdam School of Management, Erasmus University, Bayle Building, Burgemeester Oudlaan 50, Rotterdam.

    Hotel accommodation

    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.