Program Overview

Intensive Seminar Active Selling

The Intensive Seminar Active Selling is a three-day program offered by the University of St. Gallen, focusing on the latest sales strategies with emphasis on both B2C and B2B sales. Upon successful completion, participants will receive a certificate from the University of St. Gallen, and the seminar can be credited as a module within the CAS Sales Management program.

Overview

• Graduation: Seminar Certificate
• Program Language: German
• Start date: 15 September 2026
• Duration: 3 days
• Location: Weiterbildungzentrum Holzweid, St. Gallen
• Investment: CHF 3900

Course Goals

The seminar aims to train participants individually with experts from the field to increase their negotiation success. The main objectives include:

• Creating a customized success logic for sales in the company and the participant's own sales department.
• Learning how to manage personal business relationships in the "new normal" and how to utilize the influence of cognitive biases in sales profitably.
• Gaining insight into successful sales team management in the companies of guest speakers.

Details

• Your Benefit: Increase sales performance sustainably by focusing on the added value of services, actively responding to customers, and adequately communicating customer benefits.
• Participants: The program is aimed at experienced managers and high potentials from sales and customer management in all industries. It is a continuing education program for salespeople who are passionate about their profession and would like to further expand their knowledge in the field of sales by gaining an additional qualification. An initial degree is not required.
• Learning Journey: The module takes place from Tuesday to Thursday, with an evening program on Wednesday. The seminar leadership can provide a module plan from the current implementation upon request. The anchoring of the learned material in the company is strengthened by a transfer work. After completing the module, participants submit an individual learning transfer in written form to the seminar leadership (approximately 10 pages, with grading). Here, the learned concepts and methods are applied to the challenges of the participant's company, and individual feedback is provided.
• Expansion Possibility to CAS or Diploma: The Intensive Seminar Active Selling can be credited towards the CAS Sales Management. This can optionally be expanded with the CAS Marketing Management and a diploma thesis to the further education diploma DAS Sales Executive HSG or DAS Marketing Executive HSG, totaling 30 ECTS.

Admission Requirements

Admission is at the discretion of the study leadership, considering both the participant's professional career and completed education and training. An academic university or college degree is not required. Since the intensive study program is usually booked out quickly, immediate contact with the seminar leadership is recommended. A reservation is an optimal way to secure a place without obligation and to make internal, organizational arrangements in the meantime.

Your Investment

The total participation fee amounts to CHF 3900 for 3 study days, including learning transfer. All learning materials, books, lunch, and refreshments during breaks are covered. Not included are the costs for arrival and departure, accommodation, dinner, and joint evening events.

Lecturers

• Prof. Dr. Johanna Gollnhofer, Director at the Institute for Marketing and Customer Insight at the University of St.Gallen
• Dr. Jürg Honegger, CEO Netmap Management Navigation
• Valentin Ade, Founder The Negotiation Studio
• Dr. Michael Weibel, Managing Director at the Center for Industrial Marketing AG

Executive Education at the IMC

The success of executive education at the Institute for Marketing and Customer Insight (IMC) at the University of St.Gallen (HSG) is based on a holistic view of problems, orientation towards market reality, relevance of content, competent lecturers, intensive interaction with participants, and new approaches for an efficient transfer of learning into practice. The courses are modular, offering different seminars that can be booked individually. The individual seminars attended can also be credited towards a certificate (CAS) or diploma (DAS) at a later date. Participants will receive an officially recognized certificate from the University of St.Gallen for all further education courses attended.

More Programs

• DAS Sales Executive:
  • Program type: DAS
  • Start date: 25 August 2026
  • Duration: 36 days (12 modules, each 3 days)
  • ECTS: 30
  • Location: Weiterbildungzentrum Holzweid, St. Gallen
  • Program language: German
• CAS Sales Management:
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  • Start date: 25 August 2026
  • Duration: 18 days (6 modules, each 3 days)
  • ECTS: 12
  • Location: Weiterbildungzentrum Holzweid, St. Gallen
  • Program language: German
• Intensive Seminar Excellence in Key Account Management:
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  • Duration: 9 days (3 modules, each 3 days)
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  • Program language: German