Professional Development & Continuing Education Programs

Entrepreneurial Selling

Entrepreneurial Selling

About the Course

This course is offered by Harrisburg University’s Center for Innovation and Entrepreneurship, in partnership with Virtanza Career Pathways, and sponsored by Ben Franklin Technology Partners.

Entrepreneurial Selling provides the basic skills and disciplines that you need to be successful, to be compelling, and to be selling to grow your idea.  ES provides founders a step-by-step opportunity to learn the foundation of sales and build or expand their business management skills through detailed case study simulations and role play assignments.

Students research and develop a go-to market strategy for a company with a compelling problem/opportunity; define the best-practice staffing plan and the particular sales roles needed to meet revenue goals.  Then the student will learn a 4-step Virtanza Sales process; prospecting, marketing outreach, needs assessment, solution presentation and ROI.  Finally, they will learn about the optimum compensation plan(s) for meeting goals.  All these components come together in the main course deliverable.

This course is intended for senior executives of start-ups.

Class Start Date: Thursday, March 4

Class End Date: Thursday, April 15

These will be classes of experiential learning conducted with live sessions.  This is a weekly class on Thursdays, from 7:00 PM – 9:00 PM (Eastern Standard Time) with two breaks, to allow students to practice the techniques.

*Full schedule is listed at the bottom of the page*

Module 1 – Overview of Go to Market Sales Strategy

Learning Objectives: 

  • Identify and communicate key drivers in GTM sales strategy
  • Define and communicate target audience

Module 2 – Sales Selection and Hiring

Learning Objectives: 

  • Deploy best practices in recruiting 
  • Apply knowledge of unconscious bias in interpersonal interactions and management decisions

Module 3 – Chally Sales Assessment Overview, Individual Sales Profile & Sales Development Plan

Learning Objectives:

  • Identify the sales competencies that will be revealed in your Chally Sales Assessment
  • Develop an understanding of the key competencies and the 13 sales profiles.

Module 4 – Introduction to the 4-step selling process, written strategy, and prospect communication flow

Learning Objectives:

  • Apply prospecting and background research methods
  • Develop communication outreach to engage a customer
  • Develop a formula or series or questions to determine a prospect’s fit with the product

Module 5 – Needs Assessment Group Role Plays

Learning Objectives:

  • Conduct a customer needs assessment dialogue that leads to customer commitment to proposed plan

Module 6 – Solution Selling, Presenting

Learning Objectives:

  • Display effective verbal and non-verbal delivery
  • Use best-practice design and copy techniques
  • Apply storytelling proposal mechanics

Module 7 – Sales Compensation Management

Learning Objectives:

  • Identify the best plan for a strategic goal
  • Define how the life cycle of the organization impacts the commission plan
  • Calculate total compensation through reverse engineering

Certificate of Completion will be awarded upon completion of the course and assignments.

NO specific materials are required, however, students will need to have an electronic device (i.g. laptop, PC, tablet, etc.) that enables them to access the Learning Management System (LMS) and attend the Zoom Sessions.

Head of Instruction, Certified Instructor

Jim has been a key member of the Virtanza team since 2013, serving several roles, the most recent of which are Lead Sales Educator and University Sales Director. A seasoned sales strategist, performance coach, and entrepreneur, he has worked with both Fortune 500 and privately held companies, including startups, in the technology, digital marketing, and sales coaching/training arenas. Prior to his experience as a consultant, Jim managed flagship brands in consumer package goods (Proctor & Gamble), adult beverages (Diageo), held executive positions in start-ups, both lead product and sales positions for McGraw-Hill and led sales operations for Reed Business Information. Jim is a graduate of the University of Notre Dame and has an MBA from the Stephen M. Ross School of Business, University of Michigan.

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Director, Client Success

Known for her charisma, creativity and the genuine care she has for her clients, peers, staff, and students, Bernice Burns is a seasoned sales and management professional who brings over 30 years of real-world perspective to the Virtanza team. She has exceptional communication skills, and she works tirelessly to connect with those around her to create solutions and drive results.

Bernice is especially accomplished at prospecting and needs analysis, sales cycle planning and follow-through, relationship building, negotiation and closing the deal. Her impressive career includes assignments at The Wall Street Journal, Los Angeles Business Journal, Thomson Reuters, Gannett/USA Today Network, American Banker and American Lawyer. She holds a BA from Connecticut College, and she earned her MBA from UCLA Anderson School of Management.

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Certified Instructor

Dr. Brian Dozer is the President of Vital Link, a 501c3 nonprofit dedicated to preparing students for their future careers through experiential learning opportunities in career and technical fields. As President, he leads and manages a staff of 7, oversees marketing, fundraising and development, human resources, accounting, and IT.

He previously was Executive Director of Webster University’s Irvine, CA campus, which focuses on adult learners earning completion bachelor’s degrees and master’s degrees. He still serves as an adjunct faculty member at the campus teaching Management, Organizational Behavior, and Leadership courses.

Dr. Dozer is the Co-Chair of the Irvine Chamber of Commerce’s Business & Workforce Development Committee which focuses on ensuring the economic vitality of the greater Irvine, CA metropolitan area. Additionally, he leads the Career Edge Soft Skills and Ethics Forum task forces on the committee.

Prior to transitioning into the education sector, Dr. Dozer spent 20 years in advertising and marketing sales with various media organizations, primarily at television stations. Most of his tenure in advertising and marketing was in sales management and sales training. He holds a Doctor of Management degree from Webster University and earned an MBA from Pepperdine University.

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Registration Rate: $950 per person

Harrisburg University reserves the right to cancel or reschedule courses/events at its discretion. Should a program or event be cancelled by the University, a full refund will be issued.

If you need to cancel your registration and would like a refund, please email Please attach the confirmation email that you received at time of registration.

  • A refund of 100% of the registration fee will be issued within 7 business days of your registration date.
  • A refund of 50% of the registration fee will be issued up until 8 days prior to the start of the course/event.
  • No refunds of the registration fee will be issued for cancellations 7 or less days prior to the start of the course/event date.


Class Schedule:

Module 1 – Thursday, March 4

Module 2 – Thursday, March 11

Module 3 – Thursday, March 18

Module 4 – Thursday, March 25

Module 5 – Thursday, April 1

Module 6 – Thursday, April 8

Module 7 – Thursday, April 15