2024 Sales Institute:

Six weekly 1.5-hour sessions from March 7 to April 11, 2024

Forging Your Sales Strategy for the Changing World

The Sales Institute has been a successful experience for university-based continuing and executive education centers to learn how to craft a sales strategy.

The goal of the Sales Institute is to equip you and your center to be able to create your own future without being solely tied to the direction of academics. Nearly 60 centers have availed themselves of this training over the last six years.

During six live 1.5-hour weekly sessions you will learn critical content on the needed skills to grow custom sales for your center. The Sales Institute will be led by Dr. Daniel Rundhaug, Executive Director of the Institute for Professional Excellence at Davenport University and Joe Bork, President of ProEd. There will be focused guests on specific topics as well.

Don’t miss out on this opportunity to learn from speakers as well as from the other participants. In true ProEd fashion, this will be a very engaging and interactive experience for all who attend.


As center and business development directors, we aim to provide products and services that differentiate our centers from our competition – we are always looking for a competitive advantage. What makes our centers stand out may be evident in the faculty and instructors we use, the niche markets we serve, our client list, or the distinctive programs we offer. A unique sales strategy, whether you have a dedicated sales staff or not, helps you play to your competitive advantage and confidently come up with solutions that effectively address both client and market needs. A systemic business development approach maximizes our center’s growth potential while meeting and exceeding customer expectations. But, how do we develop and refine our sales strategies? What if our current business development approach is no longer resulting in increased custom training revenue? What is working (or not) for other centers?

ProEd’s Sales Institute can help you answer these questions and provide a clear and inspirational path forward.

By participating in this program you will:

  • Assess, identify, and articulate your center’s selling model
  • Identify how and why business development and account management are equally important for strategic growth
  • Learn and practice a process for better understanding clients’ needs and pain points
  • Utilize diagnostic sales tools and engage in strategic account planning
  • Review elements of successful custom training proposals, including pricing structures

  • Gain confidence in leading organizations with a focus on custom programming as complementary to open enrollment
  • Adopt techniques for self-managing your sales activities
  • Understand a broader go-to-market strategy that increases financial success through expanded branding
  • Learn from colleagues’ successes and challenges, and identify transferable principles
  • Access recordings of relevant industry sessions
  • Enjoy shared experience with members of your team

This year the virtual Sales Institute is designed to provide time, space, and peer feedback to effectively articulate a sales strategy and business development approach for your organization.


#1: Centers as Selling Organizations

March 7 (4-5:30 PM EST)

  • Create a clear and concise selling strategy
  • Understand the custom sales process
  • Create a sales process for their center
#2: New and Existing Customers

March 14 (4-5:30 PM EDT)

  • Understand the different approaches to new and existing customers
  • Create a prospecting plan
  • Create a successful follow-up plan
  • Create your center’s customer profile(s)
#3: Customer-Centric Selling

March 21 (4-5:30 PM EDT)

  • Approach customers in a planned or Socratic method
  • Create a sales diagnostic/questioning sheet
  • Use the proposal as a selling asset and closing tool
#4: Strategic Account Plans

March 28 (4-5:30 PM EDT)

  • Identify which customers qualify for a SAP
  • Understand and utilize the 6-step SAP
  • Understand a university’s enterprise approach to corporate accounts
  • Create their center’s SAP
#5: Value Based Pricing and Forecasts

April 4 (4-5:30 PM EDT)

  • Articulate the value that is embedded in custom program proposals
  • Understand pricing considerations
  • Incorporate forecasting basics into their center’s custom sales plan
  • Create their custom sales forecast
#6: Custom Selling in today’s Environment

April 11 (4-5:30 PM EDT)

  • Engage in successful remote discovery meetings for custom programs
  • Create meaningful engagements in a low-touch sales environment
  • Utilize the power of value creation in a remote sales environment

*Session topics, their order and other program parameters are subject to change

Who Attends

This program is designed for people responsible for developing and implementing sales strategies for non-degree business, professional, and executive education centers at universities. This usually includes executive education units in business schools, management or professional development units within continuing education schools, or stand-alone entities reporting directly to a dean or other high level administrator. In most cases, attendees have titles that include Assistant Dean, Director, Executive Director, Custom Program Director or Business Development Manager. They all have the common challenge of creating revenue-generating custom engagements and maintaining mutually beneficial relationships with organizations. Their centers serve the business community by offering custom training engagements, consortia programs and/or open enrollment programs.

If this sounds like you, please join us for this 6-week institute to examine your current sales and strategy model, explore the internal and external factors influencing your success, and discuss sales strategy development options.

  • Take advantage of this opportunity to focus on the most critical aspects of the success of your unit
  • Get diverse perspectives and ideas from trusted colleagues facing the same challenges
  • Develop a network of peer mentors
  • Return to your team ready to share ideas and implement your own sales strategy and customer engagement model


Dan RundhaugDr. Daniel Rundhaug is a long-standing conference presenter for ProEd in the areas of sales, sales leadership, and center leadership. With 8 years of successful center leadership at Davenport University, he has helped to foster a very impactful custom-sales approach. Before coming to Davenport University he held an executive leadership role for 12 years as the COO of a large nonprofit organization.


Joe BorkJoe Bork is the president of ProEd and brings years of experience in center leadership from multiple organizations, most recently the University of St. Thomas. Joe is a constant resource sought out by the industry’s leading schools on center leadership, successful open enrollment strategies and creating custom sale approaches.

Universities on the ProEd’s Collaborative Learning Platform

Athabasca University, Ball State University, Bay Path University, Belmont University, Boise State University, Brown University, California Institute of Technology, California State University – Sacramnento, Carleton University, Carnegie Mellon University, Case Western Reserve University, Columbia University, Curtin University, Davenport University, Drexel University, Duquesne University, Embry-Riddle Aeronautical University, Florida Atlantic University, George Mason University, Grand Valley State University, Indiana University, Kennesaw State University, Lehigh University, Loyola University – Chicago, Madison College, McGill University, Memorial University of Newfoundland and Labrador, Merrimack College, Michigan State University, Morgan State University, North Carolina State University, Northwestern University, Oklahoma State University, Penn State University, Portland State University, Rhode Island School of Design, Rollins College, Ryerson University, Saint Louis University, Santa Clara University, Southern Oregon University, Tecnologico de Monterrey, Temple University, Texas A&M University, Texas Christian University, The Camp, The Ohio State University, University at Buffalo, University of Arkansas, University of Calgary, University of California, Davis, University of California, Irvine, University of Central Arkansas, University of Dayton, University of Denver, University of Hawaii at Manoa, University of Houston, University of Louisville, University of Miami, University of Nebraska at Omaha, University of North Carolina Wilmington, University of Notre Dame, University of Pittsburgh, University of Richmond, University of San Francisco, University of Saskatchewan, University of South Australia, University of St. Thomas, University of Texas at El Paso, University of the Pacific, University of Utah, University of Victoria, University of Wisconsin – Madison, Utah State University, Vanderbilt University, Xavier University,
York University

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Act before March 6th to join the community of like-minded professionals!

Join  this unique community to participate in industry transformation and bring viable innovative solutions to your organization faster. 

register by March 6th
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