The Certificate in Principles of Professional Selling provides a comprehensive and practical foundation in the core competencies required to succeed in today’s competitive sales environment. This program is designed to introduce participants to the full sales cycle, with a strong focus on client-centric approaches, relationship building, value creation, and effective communication. Through interactive, scenario-based learning, participants will gain the essential tools needed to drive results and build trust in modern sales roles.
This certificate is proudly developed in partnership with the Institute of Sales Professionals (ISP) Canada—the national certifying body for sales professionals. With ISP’s endorsement, participants will benefit from content aligned with professional standards in the field of sales and receive recognition that supports both career growth and professional credibility.
What Will You Learn?
- The principles and process of consultative, client-focused selling
- How to conduct effective discovery conversations and identify buyer needs
- Strategies for developing compelling value propositions and presenting with impact
- Techniques for handling objections and gaining customer commitment
- How to build long-term relationships and drive ongoing customer success
Who Should Take This Certificate?
- Individuals beginning a career in sales
- Those in client-facing roles who want to strengthen their selling skills
- Professionals in business development, account management, or entrepreneurship who are looking for a structured, proven approach to engaging customers and generating business growth.
How Will You Benefit?
The Certificate in Principles of Professional Selling can help you:
- build confidence in your ability to engage and convert prospects;
- gain a clear, structured approach to each stage of the sales process;
- learn how to position solutions that resonate with client needs;
- enhance your communication, negotiation, and influencing skills;
- receive a certificate aligned with ISP Canada’s national standards for sales excellence.
Fees & Schedule
The fee for each course is $1255. Please note that textbooks are not included.
This certificate consists of three courses and can only be taken online at your own pace (Online Self-Paced). Students start on a date of their choosing and have 6 months to complete each course. There are no live sessions with the instructor. However, students will have access to pre-recorded sessions. The instructor will also be available for consultation via email.
- Course I: Consultative Selling
- Course II: Speak, Sell, Succeed: The Art and Science of Strategic Sales Pitches
- Course III: Mastering Strategic Deal Structuring and Sales Negotiation
Note: Your registration is not guaranteed until your seat is confirmed and you have been contacted by our Registration Office. As well, fees are based on the current academic year and are subject to change. No deferral of the non-refundable deposit or program fees is allowed. Text and materials related to courses may constitute an additional cost.
Certificate Requirements
It is highly recommended that participants complete the three courses in sequential order. The certificate is awarded after the completion of all three courses, including all quizzes, assignments, and exams. This represents approximately 105 hours of training, including online sessions, home study, assignments, and exam preparation. The participants must attain a minimum of 65% for each module and an aggregate average of at least 75% in the program.
For assistance or more information, please contact openlearning@dal.ca.
Recognition of Prior Learning
It may be possible to receive advanced standing in this certificate based on your prior learning from work or life experience. We provide two types of recognition of prior learning:
Prior Certified Learning: Assessment of prior coursework or training through a professional training provider, for the purpose of advanced standing. Examples of certified learning may include university or college coursework, military training, accredited certificates, workplace training programs, etc.
Prior Experiential Learning: Assessment of previous work and life learning that may be equivalent to learning outcomes of university courses/programs, for the purpose of advanced standing. Relevant prior learning may come from work or volunteer experience, participation on committees or boards, independent study, etc.