USD Sales Institute Puts Entrepreneurs on the Right Track

High-quality sales training is frequently out of the reach of small to midsize businesses. But the new Institute for Sales and Business Development at the University of San Diego will gives entrepreneurs the opportunity to hone their business development skills and start the new  year on the right track.

“During lean economic times in an ever increasingly competitive marketplace, the biggest bang for a company’s buck is usually sales training,” said Jodi Waterhouse, director of USD’s Office of Corporate & Professional Education. “Creating a sales culture that reaches beyond the sales team to engage the entire company in a revenue generation support system can make dramatic shifts in a business’ growth and sustainability. Individuals with the capacity to generate revenue are also the least resistant to job loss.”

The Institute for Sales and Business Development is the first university-based program of its kind on the West Coast. “It will help business owners develop the sophisticated sales skills and bold leadership required to critically assess their firms’ culture and make the changes needed to adapt and thrive in today’s challenging marketplace,” Waterhouse said.

“The program is especially relevant to new entrepreneurs – lawyers, accountants and other professionals – who have expertise in their field but may not have the sales and other skills needed to operate their business successfully,” she added.

The institute’s first class, “Business Development” starts Monday, Jan. 11. Classes are tailored to the needs of busy professionals and will be held in the evenings.

“Business development is a cousin of sales and marketing but few professionals are ever taught business development skills or how to devise and effective business development strategy,” explained Ann Marie Houghtailing, principal of the Houghtailing Group and a successful sales trainer and motivational speaker.  “Creating a systematic, dynamic business development strategy is a critical and valuable skill for businesses of every size and in every market,” said Houghtailing who will be teaching the course and several others in the program. During the business development course, students will learn how to create a critical support strategy through sales and marketing, develop a plan to target new business and create an ideal client profile.

Other courses in the program include “Building a High-Performance Sales Culture,” “Cracking the Internet Code for Greater Sales Success” and “Evaluating the Performance of Your Sales Team.”

For information and registration go to or call (619) 260-4231.



About the University of San Diego

The University of San Diego sets the standard for an engaged, contemporary Catholic university where innovative Changemakers confront humanity’s urgent challenges. With more than 8,000 students from 75 countries and 44 states, USD is the youngest independent institution on the U.S. News & World Report list of top 100 universities in the United States. USD’s eight academic divisions include the College of Arts and Sciences, the School of Business, the Shiley-Marcos School of Engineering, the School of Law, the School of Leadership and Education Sciences, the Hahn School of Nursing and Health Science, the Joan B. Kroc School of Peace Studies, and the Division of Professional and Continuing Education. USD recently concluded our successful $317M Leading Change: The Campaign for USD, which represented the most ambitious fundraising effort in the history of the university. In September 2016, USD introduced Envisioning 2024, a strategic plan that capitalizes on the university’s recent progress and aligns new strategic goals with current strengths to help shape a vision for the future as the university looks ahead to its 75th anniversary in the year 2024.


Patrick Riedling
(619) 260-4207