From Acton MBA - UFM


The Customers course delivers the tools, skills and judgment you will need to identify your customer’s needs, create and price products to satisfy those needs, determine the size of markets and how quickly you will penetrate them, locate customers, convince them to buy your product or service, and provide service after the sale.

By the end of the Customers course you should:

  • Stand in the shoes of your customer and feel what they feel so you can discover a need or desire that others have missed.
  • Determine what the customer is willing to spend to satisfy this need, paying special attention to substitute products that address the same need.
  • Sell at least one item to a real customer (Acton Sales Challenge).
  • Estimate how many similar customers exist, how difficult it is to find them and how hard it is to convince them to say “yes.”
  • Decide how quickly you want to penetrate a market and the best ways to reach and convince your customers.
  • Create a Sales Funnel that maps out each step as a potential customer moves from a raw lead to a satisfied customer. Use this Sales Funnel to predict the time lag between sales efforts and revenue, and the average cost required to sell each unit.
  • Design, hire, evaluate, coach and inspire the appropriately sized, talented and equipped sales force to reach your revenue goals.
  • Increase the number and quality of leads moving into your Sales Funnel.


The Acton Sales Challenge consists in selling at least one unit to a customer you do not know (not your Aunt Sally) and selling the product or service in return for a cash payment (free giveaways don’t count). Many of the fiascos would have been avoided if they had followed this simple rule.


Open to anyone who is running a business or plans to start his or her own business.

Extended Application Deadline July 31, 2017
Classes begin August 1, 2017
Classes end November 9, 2017
Investment US$3,000

Class Schedule

Tuesday 7:00am - 8:20am

Thursday 7:00am - 8:20am

Location: EN 101 - UFM Acton MBA, Business School Building, Universidad Francisco Marroquín

If you wish to apply now, please click on the Registration and Payment link , fill out the form, and pay the application fee.