Course Description

2-Day Co-creation and Design Thinking in Sales Training Course (Certificate)

This 2-day program brings you the latest best practices on how to co-create value with your customers and develop new business opportunities. Learn how Design Thinking can be applied to engage with your customers and redesign the sales process of the future.

Early Bird Price

€ 1.495,00 (limited)


2 days



Standard Price

€ 1.595,00


8 hours a day

Course type


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Tailor-made coaching around your challenge

About this course

In a market where products and services are rapidly becoming commodities, the conventional approach to selling is in need of a radical mindset change. Sales professionals have to become much more strategic in their approach, focusing on co-creating value rather than selling value. The result is a better understanding of your customer’s business challenges, unlocking new sales opportunities.

In this course, you will learn how Design Thinking, value co-creation, innovation and sales converge, creating new business development strategies with customers. The program combines academic theory and a hands-on exercises, with cases from various industries to explain the theory and learn how to apply it.

What will you learn?

Get ahead of the competition by exploring new ways to co-create together with your customers rather than selling value to your customers. During this journey you’ll work closely with a unique team of highly experienced Sales and Design Thinking practitioners in finding answers to the following questions: Why is the world for sales professionals changing? How does this impact your job as a sales professional? Which tools can help you?

For more information view Sales 2020 Vision.

Participant profile

The course is designed for:

Professionals (individuals)...

…looking to learn more about the changing landscape of their profession and how Design Thinking can help them boost co-creation with customers

Executives or Decision Makers...

…looking to steer their sales team in a human-centered direction with Design Thinking to drive tangible results

Managers or Team Leaders...

...seeking to develop and integrate cutting edge creative practices into their business processes and corporate culture to lead sales teams

Some basic knowledge of the Design Thinking process & tools is advised to gain a high learning outcome

Meet your coaches

The training offers a unique team of highly experienced Sales and Design Thinking practitioners with a strong business, design and academic background. They will act as coaches and Facilitators and take you on a journey of transformation on a personal, professional and organizational level.

Regis Lemmens

Founder & Consultant in the Future of Sales

is the founder of Sales Cubes, a consulting firm which helps sales organizations to innovate and co-create value with their customers. He is a professor in Sales and Sales Management and teaches at business schools.

Tim Schuurman

Co-Owner DesignThinkers Academy Amsterdam

As co-owner of DT Academy, Tim has extensive experience in designing and implementing concepts, holding a MBA & MSc in Business and Financial Management.

COVID-19 Protocol

At DesignThinkers Academy, we take our social duty very seriously when it comes to protecting the health of our valued participants and dear team members. Therefore, please have a look at our new COVID regulations for our in-person training, in compliance with the COVID-19 safety measures of the Dutch government:

  • As of February 25, 2022, we can welcome you to our studio without a demonstration of a Digital COVID Certificate or QR code. However, we do highly encourage you to do a self-test before coming to the studio.
  • If you are diagnosed with COVID or have COVID-related symptoms, we kindly ask you to contact us so we can rebook your ticket.
  • During the training days, it is no longer mandatory to keep a 1,5-meter distance or wear face masks. However, you are free to continue these practices if they make you feel more comfortable during the in-person sessions.

Our goal is to create a safe and comfortable environment in which we can continuously stimulate creativity for both participants and facilitators. Should you have any questions about our protocol or your personal situation, please reach out to us via +31 0 20 471 00 70 or

Contact us

Choose your session


Request Incompany

Tailor-made coaching around your challenge

Course leaflet