Overview

Based on the best-selling book, Deep Selling, by Graham Hawkins and Mark Micallef. In today’s fast-changing business landscape, mastering the art of Deep Selling is essential for professionals who want to thrive in the age of AI and digital transformation. This course introduces strategies that go beyond traditional sales methods, focusing on how technology and buyer behavior intersect to shape modern sales success. Through a structured, step-by-step learning journey, you’ll gain the tools to identify sales gaps, align structures with evolving buyer expectations, and design models that deliver sustainable performance. The course combines actionable frameworks and proven techniques to enhance your confidence and impact as a sales professional. What makes this course unique is its balance between strategic theory and real-world execution. You’ll not only understand the principles of buyer-centric selling but also learn how to apply AI-driven insights to build resilient, high-performance sales teams. This course is ideal for sales leaders, executives, and business professionals aiming to modernize their approach. A basic understanding of sales frameworks is helpful but not required; no prior AI expertise is needed. © 2025 John Wiley & Sons Australia, Ltd © Sales Hub Pty Ltd, DM Micallef Group Pty Ltd 2025 All rights reserved, including rights for text and data mining and training of artificial intelligence technologies or similar technologies. The right of Graham Hawkins and Mark Micallef to be identified as the authors of Deep Selling has been asserted in accordance with law.

Syllabus

The Digitalisation Arms Race

In this section, we examine how digitalisation transforms sales and buying processes through automation, social media influence, and e-commerce strategies, highlighting the shift from human interaction to digital systems.

Rise of the Robots

In this section, we examine how generative AI enhances sales efficiency by reducing human involvement and integrating into business strategies, with a focus on adoption trends and productivity gains.

Welcome to the Age of the Buyer

In this section, we examine the evolution of buyer behavior, the impact of digitalisation, and the shift in power from vendors to buyers, highlighting strategies for value-driven, buyer-centric sales approaches.

The Falling Effectiveness of Sales Teams

In this section, we examine the buyer-seller dynamic, the sales apathy loop, and strategies to enhance sales effectiveness in a buyer-led market.

The Age of Deep Selling

In this section, we explore buyer centricity, customer success, and deep selling strategies to adapt to modern buyer demands and enhance long-term value creation.

Audit Your Current State

In this section, we examine sales performance metrics, buyer behavior, and digital readiness to identify gaps and align strategies with evolving market demands.

Develop Deep Buyer Understanding

In this section, we explore buyer obsession, journey mapping, and AI insights to drive organisational change and better sales outcomes.

Adapt Your Structure to Your Buyers' Needs

In this section, we examine the need to restructure sales teams for buyer-centricity, focusing on optimizing roles, calculating capacity, and enhancing the buyer experience through aligned functions.

Evolve Your Sales Execution Model

In this section, we examine cross-functional sales alignment, buyer-centric models, and touchpoint optimization to improve performance and long-term value through cohesive, data-driven strategies.

Create a Buyer-Obsessed, High-Performance Culture

In this section, we examine how buyer-centric metrics and KPIs enhance performance tracking and align incentives with customer-focused outcomes for sustainable organisational success.

Embed Deep Selling with a Balanced Scorecard

In this section, we examine the limitations of financial metrics and introduce the balanced scorecard as a tool for holistic performance measurement and strategic decision-making.