The New Sales Manager

The New Sales Manager

How can sales professionals adjust to the digitalisation of products and services? And how can you tap into the increasing need for customer centricity? You might recognise these challenges, but aren’t sure how to deal with them in your role as sales manager.

Sales in the digital age

The three-day The New Sales Manager programme provides you with the right tools and knowledge to successfully manage and modernise your sales department to effectively comply with changing customer behaviour and new technology. You will explore four main building blocks that will help you develop into a modern sales manager:

  • customer centricity and sales of solutions
  • new customer segmentation and intelligent approach
  • sales intelligence and digitalisation
  • new sales management and sales culture.

With your new knowledge, you will make a plan to implement high performance in new sales management immediately.

Learning objectives

After completing the programme, you will be able to:

  • coach your sales team to sell solutions instead of products and services
  • know what type of sales representatives you should recruit for your sales team
  • accurately classify the segments in your customer base
  • design optimised sales approach plans for each segment in your customer base
  • know how and when to use digital sales to create more leads
  • manage multiple routes to benefit your sales, including social media and various online content, plus inbound sales, representatives and the quality of your customer service
  • experiment with new management behaviour to lead and inspire your sales team
  • design a high-performance plan to implement the four building blocks.
  • This programme is for:

    • sales managers working in business-to-business environments
    • sales professionals managing teams of sales specialists
    • other professionals who work in sales departments.
  • During The New Sales Manager Programme you will learn from Faust Mertens, Machiel van Nieuwaal and Dr Ed Peelen. Occasionally we may substitute other faculty members according to the content of the programme and their availability.

    Mr. Faust Mertens
    Faust has a background in fast moving consumer goods (FMCG) and is an expert in customer strategy, sales force effectiveness and sales leadership. He has successfully advised many international corporate organisations across industries about developing an approach and culture for high-performance sales. He is consulted by senior management and investors on boosting sales. 

    Mr. Machiel van Nieuwaal
    Machiel is the commercial manager for Maasdam Groep BV, and a partner in the Centre for Commercial Innovation consultancy. The Maasdam commercial approach is innovative. Sales, marketing, communication and innovation are merged into one department of commerce. This in order to be able to align commercial energy. Trend and data analysis, new forms of lead generation, digital sales, consultative selling and an extreme focus on value creation for customers, play a role. Machiel is excellent in combining his strategic thinking with hands-on execution.

    Prof. Ed Peelen
    Ed Peelen is partner at ICSB, a consulting agency for strategy and marketing. Ed is also a professor at special appointment in content marketing at the University of Amsterdam (UvA) and academic director of professional development programmes at the UvA’s Faculty of Social and Behavioural Sciences. He specialises in customer experience management, business model innovation, content marketing and marketing in general. Ed has done extensive research and published books in customer relationship management and marketing. He was previously professor of marketing at Erasmus University Rotterdam and Nyenrode Business Universiteit. He co-founded RSM’s Sales Leadership Diploma Programme.

  • “I’ve been passionate about sales for many years, and the The New Sales Manager programme brought me several new insights. It is a great experience to spend three days of intensive discussions and exchanging a lot of valuable information about sales with other 'sales fanatics' with all kinds of backgrounds. I strongly recommend the programme to anyone who is serious about sales as a profession.”
    Jos van den Biggelaar, Industry Director, AON Holdings B.V.

    “The New Sales Manager was a great help in making steps in enhancing sales processes and building new tools for the sales team to improve the outcome of various efforts in the sales process. The course is very near to daily business, and has a good balance between theory, practice and actual trends.”
    Sandra Winkelhorst, Country Manager Germany, Svedex B.V.

  • Our aim is to deliver programmes face-to-face again from August onwards, taking into account all government regulations. Should regulations change, you can defer your registration free of charge.


    23 - 25 September 2020 > Apply now


    € 3,250 (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.

    General terms and conditions

    Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.


    The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam. 

    Hotel accommodation

    We recommend Novotel Rotterdam Brainpark Hotel, adjacent to the university and less than five minutes’ walk from campus. Participants benefit from special rates.

  • Our aim is to deliver programmes face-to-face again from August onwards, taking into account all government regulations. Should regulations change, you can defer your registration free of charge.

    The three-day programme The New Sales Manager runs on several dates. Please select the one that suits you most to register: