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Strategic programme

Programme Overview

The International Selling Programme (ISP) helps Irish businesses boost performance in international markets by optimising sales strategy, sales management and skills.

Established in 2006, The International Selling Programme (ISP) has helped over 800 participants achieve significant sales growth.  ISP helps Irish businesses boost performance in international markets by optimising sales strategy, sales management and skills. A key output is an International Sales Growth Plan, focusing on a specific target market and customised for the business. ISP is accredited by TU Dublin and by the end of the programme, participants earn an internationally recognised (Postgraduate or CPD) Diploma in International Selling ( Level 7 or Level 9).

Ideal participant: CEO, Director and Senior Managers with the ambition drive and responsibilities to grow export revenues in their companies through sales excellence.

Programme Content


It comprises eight two-day modules monthly over a nine month period. The final module consists of a one day session whereby participants present the detail contained within their International Growth Plan. It should outline in detail your situation assessment, strategy, objectives and tactics for growing sales in a nominated target market. The market may be new or existing for your company. The market may have a geographic or market vertical focus – whichever is more appropriate for your company. You will be provided with guidelines on the optimum structure in your participant guide.

Module 01: Market Entry Strategy

Module 02: Sales Team Performance. Sales Process & Buying Process

Module 03: Personal Selling skills & Strategic Account Management 

Module 04: Market Selection. Lead Generation

Module 05: Digital Customer Journey. Presentation Frameworks

Module 06: Routes to Market. Finance for International Growth Planning

Module 07: Culture and Negotiation

Module 08: Meet the Buyer. Personal Resilience

International Growth Plan Submission 

Each participant will be supported by a suitably matched Business Advisor (BA). The BA will assist in identifying accelerators and inhibitors to growth in export sales, provide guidance on implementing programme learning back into the company and specifically advise on your International Growth Plan.

Learning Approach


A series of sales modules delivered by Irish and International industry practitioners. Methodologies and toolkits are designed to support in-company implementation. Activities, discussion and debate encourage peer-to-peer learning. Each module ends with an assignment documenting actionable outcomes which help shape your International Growth Plan.


Participants have 5 engagements (three one to one and two cohort group meetings) with a dedicated Business Advisor. The Business Advisor works with participants to support learning transfer to the company, advise on the development of the International Growth Plan and identify accelerators and inhibitors to growth.


To further support learning transfer to the company, a nominated senior-level colleague participates in a half-day workshop and an additional two senior level colleagues attend two e-learning webinars. A suite of team implementation exercises, for in-company use, is provided via a dedicated e-learning platform.

Programme Partners

Enterprise Ireland’s delivery partner, TU Dublin provides higher education, from apprenticeship to PhD. Its College of Business is a leading provider of executive education to Irish and International organisations. The College holds the prestigious AMBA accreditation, and is recognised by UN PRME and Eduniversal for responsible management education and excellence in business schools.


The programme is subsidised by Enterprise Ireland. After applying grant aid, the direct cost to companies for each participant is:

Large Enterprise 50% €7,425
Medium Enterprise 60% €5,940
Small Enterprise 70% €4,455

Fees include all educational, coaching elements and meals. Overnight accommodation costs are discretionary and at the participants expense.
* Companies must be eligible Enterprise Ireland clients to avail of funding support.

Who Should Apply


Companies from all sectors who are selling products and services in international markets. Ideally companies generating a minimum of €50k in export revenues. 


CEO, Director and Senior Managers with the ambition drive and responsibilities to grow export revenues in their companies through sales excellence.

Programme Manager

Mariam Dadabhay

E: Mariam
T: 01 7272764

  • 9 months
  •  €4,455 to €7,425 depending on company size
  • CEO, Director, Senior Managers

What past participants say about ISP

Participating in the International Selling Programme was invaluable for my business particularly in light of the massive change and uncertainty during the COVID19 crisis. The ISP gave me tools with which to re-evaluate my business model to help us pivot the business. The support network and camaraderie between the programme participants has been a wonderful and unexpected benefit of the programme. I would highly recommend the International Selling Programme to any CEO or senior sales person who wants to take their business to the next level.


Ciara Crossan, Founder & CEO, Wedding Dates

The ISP helped me to identify, assess and plan for a high potential export opportunity that will deliver significant financial benefit within 18 months. I have also benefitted from the strategic and management learning and came away with high quality toolkits that are providing significant support to the company. I highly recommend the ISP to anyone interested in growing their business.


Paul McGrath, Sales & Marketing Director, Quantum 3

The International Selling Programme shone a light on the gaps in the Merenda sales process and highlighted areas of improvement to better connect our sales
and marketing work. We learned some strong diagnostic and actionable tools that helped put structure on all the customer engagement steps. These included the definition of our sweet spot customer, the science around lead generation and how to hold a proper sales meeting. I would strongly recommend the International Selling Programme to any company serious about developing and growing their export sales strategy.


Ronan Haslette, MD, Merenda