The Desich Sales Institute of Lorain County Community College


The goal of the Richard Desich Sales Institute is to establish a world class sales institute that centers on the direct input of the thought leaders within our regional business community. The program is an approach training through a Learn and Apply Methodology – where delivery of content is paired with implementation through a formal hands-on experience. In talking with regional businesses, Lorain County Community College realized that many companies lack the specialized resources needed to equip their sales teams with necessary consultative soft skills. Although there is adequate in-house training to develop product knowledge, LCCC identified an opportunity to respond to this need with a unique kind of sales training.

  • The Desich Sales Institute develops new and existing sales talent and teaches skills needed to succeed in Northeast Ohio’s changing marketplace.
  • This program teaches salespeople to understand both the buying decision science and the internal questions that customers commonly ask and answers.

A “New School” of Selling

The Desich Sales Institute takes a comprehensive approach to developing skills for all facets of selling:

  1. Sales Leadership: planning, profiling, assessment, and evaluation practices that show sales leaders how to strategically grow sales by guiding salespeople to higher performance.
  2. Sales Talent: developing skills that build relationships with customers to create opportunities for referrals, repeat business, and loyalty – the “new sales model” of earning a client’s business.
  3. Recruiting Sales Talent: helping companies learn how to attract and retain the best sales professionals to keep the talent bench strong and not suffer the consequences of unexpected turnover.

Prepared With The Knowledge, Salespeople Can Now Be More Proactively Prepared To:

  • Help Customers say yes more often
  • Eliminate decision resistance by changing the customer buying experience
  • Create faster, more productive partnerships with more decision influencers
  • Differentiate themselves, their company, and their solution

Upon Completion of the program, you will receive a Certificate of Advance Professional Sales from The Richard Desich Sales Institute at Lorain County Community College and become Alumni of the program for networking opportunities.


 Register Now for Classes Coming This Spring 2020

 Contact Us

151 Innovation Dr. Elyria, OH 44035


Spring 2020 Course Information




Section 1

Prospecting and Qualifying

  • Targeting a prospect and filling a pipeline
  • The Lead is a potential buyer
  • Awareness of qualifying a prospect

February 26, Weds. 6-8:30 pm

February 29, Sat. 8:30-11 am

Section 2

Preparation and Pre-Approach

  • Researching the potential opportunities
  • Selling Decision Influencers
  • Planning the sales call (GPB)

March 4, Weds. 6-8:30 pm

March 7, Sat. 8:30-11 am


Section 3



  • Building the relationship
  • Credibility Model
  • Time & Tension Model
  • Style Identification
  • Versatility

March 11, Weds. 6-8:30 pm

March 14, Sat., 8:30-11 am

Section 4


  • Present Goal – Process – Benefit (GPB)
  • Discovery Questioning Method
  • Motives – Functional and Personal
  • Develop Listening Skills

March 25, Weds. 6-8:30 pm

March 28, Sat 8:30-11 am

Section 5

Overcoming Objections

  • Written Summary of Understanding (SoU)
  • High, Wide and Deep
  • Linkage
  • Objections are Opportunities

April 1, Weds. 6-8:30 pm

April 4, Sat. 8:30-11 am

Section 6

Closing the Sale


  • Formal Recommendation
  • Alternative Choice Close
  • Extra Inducement Close
  • Improving the Partnership
  • Client Satisfaction Planning

April 8, Weds. 6-8:30 pm

April 11, Sat. 8:30-11 am

Section 7

Follow – Up

  • Improving the Partnership
  • Client Satisfaction Planning
  • Continue building on the relationship High, Wide and Deep
  • Future Opportunities

April 15, Weds. 6-8:30 pm

April 18, Sat. 8:30-11 am

Successful completion of the program provides you with complimentary membership to the Desich Sales Institute Alumni Association and a Desich Sales Institute Certificate of Completion.


Course Details

Class Size:  15-40 students 

Class Registration Fee:  $2,500

Introductory Special:  For the first 15 registrants (per class) we are offering an introductory special of $500 – a $2000 savings. The next 15 registrants (per class) we are offering an introductory special of a $1000 – a $1500 savings. Contact Jim Walborn for special pricing approval

The Richard Desich Business and Entrepreneurship Center
Lorain County Community College
151 Innovation Drive
Desich Sales Institute – Suite # 220
Elyria, OH 44035

To Register: Contact Jim Walborn at or call the Richard Desich Sales Institute Office at (440) 366-4323