Frontline Manager Training


This course is designed to empower sales leaders to be more effective coaches and help customer-facing reps improve their sales skill or implement any new product/market/sales process initiative.

Video introduction

Frontline Manager Training

by Andy Farquharson

Four weeks, Four High Impact Sessions, 8 topics

Module 1: How to go from Competition to Collaboration
Learning Objectives: Introducing the mindset shift from individual contributor to manager & coach

Module 2: Pillars of a Coaching Culture
Learning Objectives: Understand the core elements required to build and implement a coaching culture

Module 3: How to Conduct Roleplays
Learning Objectives: Learn to set up and implement skill-building ring-ring roleplays with your team

Module 4: How to Perform Weekly Call Reviews
Learning Objectives: Learn the ingredients to enable your team to provide an environment to collaborate by having peers review each other’s recorded calls

Module 5: How to Structure and Handle Your 1:1 Conversations
Learning Objectives: Focus 1:1 meeting’s on more than forecasting & results, incorporate career development, and align meeting cadence with sales velocity

Module 6: How to Build a Collaborative Team Culture
Learning Objectives: Understand the purpose of different types of team meetings, build an environment for team engagement, and deliver a purpose for each meeting

Module 7: How to Build a Coaching Cadence
Learning Objectives: Learn how to design and build your manager cadence for a quarter

Module 8: How to Handle Candid Conversation
Learning Objectives: Learn how to build strong professional relationships, how to offer feedback (objective vs. subjective)
Andy Farquharson

Andy Farquharson

SaaS Sales Architect Leader

Throughout my life I have worn many professional hats across the globe from semi-pro rugby player, laborer, entrepreneur, executive assistant, factory worker to a sales & marketing executive at a publicly listed company and now assisting companies with their growth strategy. One thing that has inspired me every day is a love for making lasting and genuine connections with people of all walks of life. In my early years in sales I was told that the key was to ‘close’ your prospect. It seemed dirty and disingenuous with many people encouraging shady tactics and tricks to get the customer to sign. There was nothing genuine or lasting about it.

Fast forward to today and the rise of the subscription economy has transformed the landscape for buyers and sellers. My approach to relationships and sales now aligns perfectly. Real value isn’t realised for the buyer or the seller company at the ‘close’. Genuine relationships need to be forged to ensure the long term success for the customer and their supplier.

I am excited to be partnering with Winning by Design who share the same values. Using the principles of honesty, integrity and trust they built their blueprints while working at the coal face, building 100+ sales organisations, which help companies create and implement a scientific framework for their reps to hang their personality art to create genuine connections at scale.

2019 Program dates

Session 1

Session 2

Session 3

Session 4

4 Week Program

This Academy Program involves a four week learning program in which you attend 1 High Impact Live Session of 2 hours. In between sessions there is homework with exercises and preparation for the next session. After completion of the 4 week learning program you will be invited for a certification Exam.

High Impact Sessions

Live, interactive, full contact sessions, designed to educate you on the best practice sales blueprints and participate in active role plays to ensure you can execute these plays with your customers and improve your sales.

Online Learning Journey

Sales Mastery doesn’t happen over night. So you can continue on your learning journey through our mobile, self-paced learning module which will help you continue to learn and practise the vital skills to Master the customer-centric Winning by Design methodology.


Although we love everything digital sometimes you need to have the hard copy to mark up and continue the learning experience. We will ship you these textbooks, which are loaded with value that goes well beyond the skills we cover on the course.

How the Sales As A Science course works

Step 1: Register
We gladly welcome you to the program. Please use the Registration Form to subscribe to the program. We will share an invoice with you, please complete the payment before the start of the program. Then you are all set to go!
Step 2: Get your books
Next step is to order your books or let us send them, what is most convenient to you. This is all described in the Registration Form. The shipping of the books takes a few days. If the program starts without you having received the books, that is not a big problem; you can make up the reading in the following weeks. It is highly recommended though to have the books in advance.
Step 3: Prepare for the first High Impact Session
The first High Impact session is actually the actual start of the program. No preparation is needed. If your books are still underway to you, no problem. It is recommended if you received the books already to read them. The High Impact Session will be delivered via Zoom conference software, make sure you are in front of a computer with camera and use a headset. Your all set!
Step 4: Your 4 week Learning Journey starts!
Every week consists of:

  • Live High Impact Online Group Session, 2 hours via video conference (Zoom)
  • Homework and preparation for next week:
    • Exercises in Online Learning Journey
    • Real-life exercises
    • Study Textbook(s)
Step 5: Preparation for certification Exam
Go through the learning materials and make sure you are ready for the knowledge test.
Step 6: Certification Exam
This is a written test included in your Learning Journey. You have 1 hour to complete. If you pass the 75% score you are granted the Winning By Design certification!

Sales As A Science

SaaS Sales Method

SaaS Sales Prospecting

SaaS Sales Growing

Contact Us

If you have any questions please do not hesitate to reach out!
+31 6 5231 7800

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