Human-centered workshops that transform leaders

Artful Sales & Leadership is a Wisconsin-based consulting and training firm dedicated to elevating the performance of sales teams and leaders. Founded by Feridoon Yusefzadeh, a seasoned professional with more than 30 years at IBM, Artful Sales & Leadership is built on decades of real-world experience in one of the most respected and demanding business environments in the world.

Workshops. Consulting. Serving companies between $.05B and $2B in annual revenue.

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Artful Sales & Leadership is here to equip highly motivated companies and individuals with sales workshops and consulting services.

← ← ← At the core → → →

Human-centered training with principles of adult learning

Lead in your career with a sales expert behind you

Selling and leading requires both art and science. Much is available in the science area -- art is unique. Feridoon specializes in that. Thus the company name: Artful Sales & Leadership. His techniques of teaching, his exercises, his communications and delivery style with his audience, and his years of experience, plus the training he has received, have proven effectiveness beyond his expectations. Now is your time to add a proven sales leader to your career and business council.

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Choose workshops from Feridoon's capabilities ↓

Feridoon’s specialty is conducting interactive workshops for leaders, managers, and Sales and Consulting professionals. He can deliver in person (his preferred and most effective method), as well as virtually. He has the best lifetime record (NPS, Net Promoter Score) in IBM for 25+ years of conducting memorable and best of breed workshops. This includes many companies other than IBM for whom he has delivered workshops. He can also develop and customize his offerings as needed.

1. Leadership effectiveness

This hands on and interactive workshop focuses in 8 opportunities of Influence by a manager as they engage with their team members on a daily basis. It includes focus on coaching for results as well as giving and receiving feedback. Participants also focus on sources of motivation for their team members. Participants leave the class with specific task to implement with their team.

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2. Sales and consulting

Today’s clients have access to all the info they need. Why would they want to spend time with a seller?! Only if the seller can show differentiation and tangible value in every interaction. In this very interactive workshop, based on ‘principles of adult learning’, the participants become familiar with industry best practices when they engage in a dialogue with a client. They are exposed to what clients look for in today’s AI world to differentiate them from others. Participants role play with an expert professional coach and receive personal feedback on areas of strength and weakness.

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3. Insight selling

Clients say, “I want a consultant to come and tell me something new and interesting which I did not know or did not think was possible’. This 1 day course is designed for sellers and consultants who wish to approach a client with new, creative, challenging ideas, encouraging the client to take different steps to achieve their goals. It is based on publications such as HBR’s Provocative Selling, the book Challenger sales, and the Book Insight Selling. It equips the participants to invest time to develop a new, well thought through insight they can take to the right client.

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4. Building trust

This half day course is designed to heighten the impact of trust or lack there of in any business situation among peers, employees and their team, and more. Using excerpts from Covey, the book Speed of Trust and the Economic Impact of Trust, the participants learn the importance of trust and learn how to intentionally focus on building and maintaining trusting relationships in business and personal life.

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5. Negotiations

This 1-2 day in person and interactive workshop focus on a new approach to negotiations. In addition to preparation, skill and confidence being the corner stone of being a good negotiator, a 4 th element is introduced. Instead of an ‘I will win’ approach, the parties may choose to think of ‘together let’s solve the issue at hand’. This created a cooperative atmosphere of negotiating which commonly leads to short term and long term success. Participants develop the skills needed when they engage in negotiations with anyone.

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6. Territory and business planning

This interactive in person workshop addresses the practical steps any seller could adopt in running their business territory as their own business. It focuses on the six steps to prosperity as part of a sales person’s methodology.

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7. Presentation eminence

Have you ever seen a boring presentation? How is it different from the most engaging one you have seen? What are the visible differences? The person presenting, the content, the approach, the audience, or the delivery itself? In this workshop every participant gets a chance to learn the key elements of a memorable presentation, including story telling. The participants will get individual personal coaching and advice on how to be at their best when presenting.

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8. Team performance for results

In this 1 day workshop an entire team who work closely together and are focused on the same goal engage in analyzing their current team performance and team dynamics. They then work together to build trust, relationship and communication standards which will help the team become a high performing, productive team.

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9. DISC behavior and communication styles

Excellence in communications requires an awareness of one’s style, an awareness the others prefer different types and methods of communications, and the ability to know how to adjust depending whom they are communicating to. Participants will complete the DISC assessment tool, receive a written report on their behavior style before attending this one day workshop. During the interactive day each person will become aware of their strengths, preferences, and how to successfully engage with other styles.

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Workshops vs. Consulting at Artful Sales & Leadership

Consulting is different from the delivery of workshops. Consulting requires learning the client’s business, their gaps, and proposing operational or educational offerings to them to close the gaps. Feridoon does this when the focus is improving selling and consulting skills.

Feridoon is here when you're ready

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Meet your trainer: Feridoon Yusefzadeh

Based in the United States, Feridoon Yusefzadeh is an award-winning sales facilitator and teacher with more than 30 years at IBM. Feridoon is known for his ability to educate leaders of all ages about sales and leadership, developing self-motivated, highly effective sales professionals who consistently deliver results.

→ Improved consultant and sales teams by 128% over three years

→ Achieved 97%+ Net Promoter Scores for workshops and ranked #1 in IBM for training excellence

→ Led curriculum design, and delivery for IBM’s Sales and Sales Leadership programs for 20+ years

What tenure professionals say about Feridoon...

"Feridoon has truly pioneered a world-class sales program for IBM. I can attribute my success in sales, offering management, and teamwork to this 18-week program, which consists of modules in different industries, sales lessons, and IBM's technology."

Katelyn A. Rothney

Product Marketing at Microsoft

"Feridoon has an amazing ability to help bring sales skills to life. I have engaged with many of his former students and when I ask about most valuable and favorite teacher/coach, his name is frequently at the top of the list. Hats off to you my friend."

Dr. Stephen Timme

Member of Forbes Business Development Coucil

"I have had the distinct pleasure of knowing Feridoon for over four decades at IBM, and working closely with him during several of those years. Without hesitation, I can say he is one of the most dedicated and impactful professionals I have ever worked with."

Bahram Assadi

Retired IBM Executive

The origin story of Artful Sales & Leadership

After retiring from IBM, Feridoon Yusefzadeh has received much encouragement to continue doing what he was told he was good at: Teaching, encouraging, enabling, and motivating the people he connected with. He felt a need to do so for as long as he can do it. Artful Sales & Leadership came to being on the basis of almost an obligation not to waste the wisdom, experience and skills he has...and remain humble while doing it.

Feridoon elevates leaders and teams by transforming best practices into daily execution.

Feridoon is here when you're ready

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