A self-study course on the practical craft of selling — the everyday communication it takes to get to do the work you want to do.
Charging properly, reaching out first and putting a price on your work is a skill you can learn. Ulla-Lisa Thordén has taught it to thousands of freelancers, and more than 200 people have taken this course before you.
Taking the drama out of selling
The course deliberately plays selling down. It starts with the attitude to sales — which is often a negative one — and moves on to method, technique and practice that make working life easier and more enjoyable.
The material is split into 13 sections with short reminders, exercises and questions to ask yourself, so you find your own route to the clients and collaborations you want. The aim is that you are the one chosen when someone else puts together a project you want to be part of.
What the course covers
- Opening lecture: Good morning, sales! — Ulla-Lisa on the word itself
- What selling actually is: attitude, method and practice
- Who are YOU? Your strengths and drivers, and the clients they lead to
- The sales process step by step — what leads to a yes or a no
- What are you offering? Defining what the client says yes to
- Who is the client? Different client types and how to prepare
- The VIVA! model — how emotion drives buying decisions
- Making contact, and meetings face to face
- Money and pricing, argument and negotiation
- Keeping order — routines that make the work run smoothly
- Networking — the relationships that get you chosen
Who is it for?
Anyone who wants both the basics and the depth to take an active grip on their own sales work. No prior knowledge needed.
Course leader
Ulla-Lisa Thordén is one of Sweden’s most sought-after trainers on sales for freelancers and small businesses, and has written several books on the subject.
How self-study works
The course is entirely web-based. Once accepted you get an account in Kulturakademin’s learning platform Learnster, where all the material sits together — video, text, exercises and links. You work through it when, where and at the pace you like, and you can pause and come back. Finish it and you get a certificate automatically.
Practical details
- Format: self-study online, at your own pace
- Scope: about 7 hours, 13 sections
- Language: Swedish
- Kostnadsfritt if you are registered in Västra Götaland or Region Halland. Otherwise SEK 1,900, paid before the course starts.
- Apply by 31 December 2026
Produced by Kulturakademin with support from Västra Götalandsregionen and Region Halland.
How to apply
Applications go to Kulturakademin through the link on this page. Questions about the course? Contact Erik Bergstrand at Kulturakademin, erik@kulturakademin.com.
