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Targeted employee development

SFS attaches great value to its employees’ ongoing personal and professional development. Our goal is to ensure that 5–7% of our permanent employees worldwide are enrolled in dual education and training programs. SFS additionally offers numerous tailored internal training programs aimed at upgrading its employees’ skills and qualifications.

Added value


  • Targeted promotion of employees
  • Professional and personal development
  • Cross-divisional collaboration and expanded networks

The Sales Excellence training course and the next-level Master Negotiation Class are two examples of how targeted employee development can positively and sustainably impact the company’s success and employee development. While the Sales Excellence course is geared in particular toward sales employees and focuses on corresponding theory, the Master Negotiation Class builds on the information conveyed in the first course and gives participants more in-depth insights into the topics of social skills and the psychology of negotiation.

SFS met up with two alumni from each of the training courses to hear about some of their highlights and takeaways and to find out what they thought of the offerings in general.

Azra Skalicki Training: Sales Excellence, Position: Customer Service
“One of the highlights for me was the direct dialog with members of management.”
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Azra and Deborah (from left)

Azra: “The Sales Excellence program was extremely good and informative overall. My biggest takeaway was just how important it is for the sales process to keep the big picture in mind.”

Deborah: “I pretty much agree with Azra. The hands-on units and guest speakers made it interactive. I especially liked the day with the horses, where we had a chance to put theory into practice.”

Dirk: “I have fond memories of the day with the horses, even though it’s already been a year since I participated in the Sales Excellence program. My main takeaway from the Master Negotiation Class was how important the needs analysis is for gaining a better understanding of what customers need. How about you, Esteban?”

Esteban: “It’s already been six years since my encounter with the horses. I thought it was extremely interesting how they used horses to demonstrate how to deal with different personalities.”

Deborah Müller Training: Sales Excellence, Position: Project Manager
“Input from the training helps me focus on the needs of our customers and especially on the different interests that exist within a project team.”

Deborah: “But it isn’t just the content of the courses that makes in-house training like this so valuable. I also think the cross-division collaboration and discussions with other coworkers from the SFS Group are extremely important.”

Esteban: “I totally agree. I always appreciate it when I have a chance to meet new colleagues and grow my network. My overall impression of the two training courses is positive in every respect: They take both our professional and personal development into consideration.”

Esteban Fernandez Training: Master Negotiation Class, Position: Customer Service Lead
“My biggest takeaway from the Master Negotiation Class was the customer needs analysis: It’s the only way we can offer mutually beneficial solutions.”
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Esteban and Dirk (from left)

Azra: “Overall, I think we can say that these targeted training courses benefit both us – the participants – and SFS. The program taught me some helpful value-selling and customer communication skills. Working with the horses honed my non-verbal communication and active listening skills, and that positively impacts my interactions with customers and in-house teamwork.”

Dirk: “What you get is a win-win situation for us participants and for the company. I can really recommend both training courses.”

Dirk Göpel Training: Master Negotiation Class, Position: Sales Manager
“The training course was extremely valuable for both my professional and personal development. It opened up new prospects for me and strengthened my negotiation skills.”