Essentials Courses

Essentials, ASA University's flagship brand, is comprised of separate and distinct courses, each targeting specific areas of a typical wholesale distribution business. By focusing on the ultimate goal of improving profitability, these courses provide the critical message about the value of each member of the wholesale distributor's team.

Most Essentials courses are available online or in book format. The Essentials courses contain self-grading end-of-chapter quizzes, a glossary, and a final exam. In addition, the online versions of the courses contain learning games, engaging activities, and audio narration.

Essentials of Profitable Counter Sales for Wholesaler-Distributors©

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Course Description:  Essentials of Profitable Counter Sales for Wholesaler-Distributors© provides an overview of how counter people contribute to a profitable wholesale distribution operation. Beginning with an explanation of how a wholesaler-distributor delivers value to its customers, the course moves quickly to defining the key role the counter plays in making the business profitable. The course also includes an in-depth look at key distribution concerns such as gross sales, net sale, margin, and mark-up. Critical concerns such as pricing, addressing the needs of various customers, the role of documents and accurate form completion, and how to deliver exceptional customer service are also covered. The course wraps up with an explanation of merchandising and a discussion of the importance of continuous learning. 

Runtime:  3.0 Hours 

After completing this course, participants will be able to:

  • Explain the role of counter sales in wholesale distribution
  • Discuss how to generate sales and profit
  • Describe how product returns and exchanges are handled
  • Demonstrate ways to provide exceptional customer service
  • List ways to overcome price objections, use suggestive selling, and handle unhappy customers
  • Discuss ways to merchandise the counter sales area
  • Describe ways to become an essential counter professional 

Online System Requirements:
For the best experience, we recommend using Google Chrome. Adobe Flash recommended.














Eligible for the Karl E. Neupert Endowment donor discount.



Member Fee:$115.00
Non-Member Fee:$200.00

Availability: In stock
ASA Headquarters
1200 N. Arlington Heights Road, #150
Itasca, IL 60143
P: 630.467.0000
F: 630.467.0001
Washington DC Office
1875 Eye Street, Northwest
Washington, DC 20006
P: 703.328.5234
ASA Education Foundation
1200 N. Arlington Heights Road, #150
Itasca, IL 60143
P: 630.467.0000
F: 630.467.0001