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Since the release of the world bestseller "In Search of Excellence" by Tom Peters and Robert H. Waterman, the search for excellence in companies has risen significantly. Companies are looking for strategies, concepts, and tools to turn themselves into sustainably successful and dominant players in their industries. Before, sales played a subordinate role – as it always has in both universities and business schools curriculums, because it was considered to be scarcely explorable with scientific methods. Business Administration did not even list Professionalism in Sales as a topic for a long period of time. In the past few years, this has changed fundamentally. Today, we do not only know the keys to successful sales at the customer’s frontline but also how to manage distribution and appreciate its important role in the success of a company.

The «Center for Sales Excellence» addresses exactly these questions. We search for excellence in sales, look for leaders and companies who are capable of such high performances and support others in achieving their very own excellence.

The «Center for Sales Excellence» offers a portfolio of open seminars and seminar modules. In our individual workshops and seminars, we provide tailor-made concepts for business situations and challenges. We support you as consultants, coaches, and moderators to implement our concepts into your companies, hand in hand with the persons responsible.

Successful sales excellence projects are always anchored at the senior management level. Our projects usually start with and at the so-called "C level". However, we mainly focus our work on the sales staff and the management. We provide specialized content and methods for senior executives, sales and team managers, as well as sales professionals such as Global/Key Account Managers, Customer Managers, Sales Representatives, Telesales, Inside Sales, Sales Engineers, etc.


Workshops and Consulting Services

  • Analyzing the Initial Position for Excellence in Sales
  • Developing a Sales Excellence Strategy
  • Developing Market and Customer Segments
  • Defining the Targets for Market and Customer Segments
  • Defining the Principles for Successful Sales Management
  • Introducing Key Account Management
  • Introducing Value Selling and Challenger Sales
  • Introducing Lean Selling
  • Change Management in Sales
  • Coaching Sales Management and Sales Expert


Prof. Dr. Dirk Zupancic
Director of the Center for Sales Excellence at SGMI Management Institute St. Gallen

Prof. Dr. Dirk Zupancic started his career as an Air Force officer and banker before he pursued his studies in business administration at the traditional Philipps University in Marburg and did his Ph.D. and habilitation at the University of St. Gallen. Subsequently, he successfully headed a private business school in Germany for 8 years as managing director and president.

In addition to his role as Director of the Center for Sales Excellence at the SGMI Institute of Management St. Gallen, he is a professor and lecturer at the University of St. Gallen and thus deeply rooted in the scientific findings on strategy, marketing, sales, and leadership. He can look back on more than 15 years of experience as a consultant and coach for managers and professionals. In this role, he helps companies and individuals to exceed their competition and to professionally manage and inspire their customers.

He is a passionate advocate of performance, professionalism, and responsibility in management, sales, and marketing. Not only does he believe that excellence in sales is not just important to exploit the real potential of a company, but that sales excellence can and will be the future key to success for many businesses.


Prof. Dr. Dirk Zupancic

Director of the Center for Sales Excellence at SGMI Management Institute St. Gallen

Further information

+41 71 223 50 30