Module #1 – Introduction to the principles of Business and Finance

Syllabus for Selling at the C-Level
9-Week Online Training Course
Discover who is your customer, what is your business case & value proposition and how do they serve your customers needs?
Course goals
Learning methods for this program
Participant’s Guide
Discovering information about your company
M1A
M1B

M1C
M1D
Module #2 – Strategy Ring Toss Game – Six Principles of Business                           Success
Applying strategy and strategic thinking to creating more and bigger sales. 
Introduction to module and objectives
Six principles of business success: Experience; Niche; Innovation; Leverage; Market Research; Lag Time
Participant’s Guide
M2A
M2B

M2C
Module #3 – Financial Statements — Balance sheet and Cash Statement

The Balance Sheet holds the key to C-Level acumen and thinking. Mentoring session this week to answer questions and create maximum learning return. 
Introduction to module and objectives
Naming the three financial statements
Starting Dymax, our new company
M3A
M3B

M3C
Creating Balance Sheet and Cash Statement using Dymax’s first transaction
M4D
Naming the scorecards and labeling the different sections
M4E
Basic Accounting Equation
M4F
Discovering information about your company
M4G
The Cash Statement—define 3 types of cash flow
M4H
The order of Assets, Liabilities, and Owners Equity
M4I
Transactions 2-11
1.Shareholder Equity
2.Current and Prepaid Expenses 
3.Fixed Assets 
4.Ordering and receiving inventory from a supplier 
5.Recording a Sale 
6.Deposits from customers \
7.Accounts Receivables and Accounts Payables
8.Calculating Earnings 
9.The Accrual Method of Accounting vs. Cash Method 
10.Defining Cost of Sales vs. Expenses 
11.Solving a Cash Flow problem 
12.Warranty work 
13.Depreciating a Fixed Asset
M4J
Purpose of Cash Statement
M4K
Purpose of Balance Sheet
M4L
Relationship of Balance Sheet and Cash Statement
M4M
Module #5 – Go-to-Market-Strategy

What is your customer’s strategy for going to market and how do your products help him or her get there more efficiently?
Defining your go-to-market strategy
Go-to-market strategy laid out
Go-to-market strategy for DyMax
Wrap up for Part 1
M5A
M5B

M5C
Wrap Up
Modules 1-5 reviewed
M5D
Taking it back to your company
M5E
Module # 4 – The Income Statement

The three financial statements together tell you exactly what you need to know to sell the financial impact of your product and services.
Introduction to module and objectives 
Discovering how Dymax made money
Determining what transactions affect income
M4A
M4B

M4C
The Income Process Map activity
M4D
Defining the Sales-Through-Delivery Process at Dymax
M4E
How does the Process Map relate to the Income Statement
M4F
Introduce the Income Statement and it’s structure
M4G
Complete Income Statement for Dymax
M4H
Purpose of Income Statement
M4I
Why separate Cost of Sales and Expenses
M4J
Relationships of the 3 Statements
M4K
Module # 1: The Three Bottom Lines

What are the three bottom lines and why do they matter? Mentoring session this week to answer questions and create maximum learning return.
Understand how the three financial statements are used
Learn the 3 bottom lines—Net Income, Return on Assets, and Operating Cash Flow
Identify the financial statement associated with each bottom line
M1A
M1B

M1C
Module # 2: The First Bottom Line—Net Income

The best known bottom line; how do your products and services help your customer’s net profit bottom line, drivers and key measures?
Analyze the income statement to identify performance trends
Identify crucial drivers and key performance indicators of net income 
Identify the financial statement associated with each bottom line
M2A
M2B

M2C
Perform a trend analysis of key drivers of net income
M2D
Discover how to make decisions to improve income performance
M2E
Identify strengths and weaknesses of net income as a bottom line
M2F
Complete participant guide activity—Analyzing net income trends for your company including identifying potential causes of current performance trends 
M2G
Module # 3 – The Second Bottom Line—Operating Cash Flow

All important cash flow; how do your products and services help your customer’s operating cash flow bottom line drivers and key measures?
Analyze cash statement information to identify important performance trends and strategic decisions
The role managing assets plays in generating operating cash flow 
Identify the crucial drivers and key performance indicators of the operating cash flow bottom line
M3A
M3B

M3C
Perform a trend analysis of the key drivers of cash
M3D
Identify the strengths and weaknesses of operating cash flow as a bottom line
M3E
Understand the seven ways a company can use its cash flow and what each tells us about the company’s strategy and priorities
M3F
Participant guide activity—Analyze cash flow trends for your company including identifying potential causes of current performance trends 
M3G
Module # 4 – Third Bottom Line—Return on Assets

Balance Sheet performance including Working Capital, Capital Structure and the Cash Conversion Cycle are on the mind of every senior decision maker.
The formula for ROA 
ROA—the comprehensive bottom line that shows how well sales, expenses, and assets are being managed  
Identify the crucial drivers of Return on Assets (ROA)
M4A
M4B

M4C
Perform a trend analysis on the key drivers of ROA
M4D
Identify the strengths and weaknesses of ROA as a bottom line
M4E
Analyze balance sheet information from three different viewpoints (Working Capital & the Cash Conversion Cycle; Fixed Asset Turnover; Capital Structure) to identify important performance trends and strategic decisions 
M4F
Participants guide activity—Analyze ROA trends for your company including identifying potential causes of current performance trends
M4G
Module # 5: Program Summary and Action Plan

Begin an action plan for practical follow through with your own company’s strategic objectives, go to market strategy, bottom lines, drivers and key measures
M5A

Special Module – Learning and Using the Automated Financial Analyzer

A powerful tool to analyze your customer’s financial performance and specific needs that your products can service or problems your services can solve. Mentoring session this week to answer questions and create maximum learning return.
SA

Tutorial for the Analyzer
SB
Using the Analyzer
SC
Understanding your customer’s crucial financial measures and strategic objectives
SD
Return on Investment scenarios

Learning about two measures crucial to almost any ROI proposal or scenario, Net Present Value and Internal Rate of Return. Mentoring session this week to answer questions and create maximum learning return.
RIA

Net Present Value – NPV – why it matters and how it is calculated
RIB
Internal Rate of Return – IRR – it tells a customer why an investment in your products and services is the best place for the company to put its money
RIC
Weeks One through Four
Part One – Basics of Business Literacy and Financial Statements 
Syllabus for Selling at the C-Level
89Week Online Training Course
Weeks Five through Nine
Part Two – Financial Analysis & Decision-Making 
Week 
One
Week 
Two
Week 
Three
Week 
Four
Week 
Five
Week 
Six
Week
Seven
Week
Eight
Week
Nine
Content copyright 2011. Selling at the C-Level. All rights reserved.
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ABOUT US
C-LEVEL QUIZ

C-Level  adj.  corporate title used to describe high-ranking, decision making executives within an organization
SALES EXECUTIVES
SALES TEAMS
SALES LEADERS 
HOW IT WORKS
ABOUT US
C-LEVEL QUIZ

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