Sales Management Diploma

Learning Objectives 

At the end of this Program, Participants should be able to:

• Understand the role of the sales management process in a business environment.
• Understand the personal selling function, and different sales roles.
• Define the strategic role of the sales function.
• Determine the relationship between personal selling and organizational strategies at the corporate, business, marketing and sales levels.
• Understand the importance of the recruitment and selection process to the well being of the organization.
• Understand motivation and compensation as it applies to the sales force.
• Determine sales force effectiveness and performance.
• Understand value creation in a buyer seller relationship.
• Understand ethical and legal issues in relationship selling.

Course Scope

   Senior Sales Persons, Newly appointed Managers, Sales supervisors, Sales managers, store managers, Commercial Managers, and area managers 

Pedagogy 

     Each lesson lasts for 4 hours and comprises a combination of lectures and tutorial discussions.

   You should prepare each lesson by reading up relevant materials or chapters of the textbooks before coming to class. You are also expected to supplement your learning by working on additional exercises and problems. It is essential to take lecture notes and to summaries readings over the course. The tutorial participation will give you opportunities to present and reflect in class your learning outcome from the various topics.

            Part 1- Fundamental

Session 1: Introduction to selling and Sales management 

• The role and function of selling and sales in marketing
• Understanding of Business and Marketing Strategy
• Developing sales strategies and objectives
• Consumer and organizational buyer behavior
• Sales techniques

Session 2: Principles of Marketing
  

• Marketing Concepts            
• Marketing  Environment 
• Targeting and Segmentation           
• Positioning
• Branding

            Part 2 - Advanced Selling

Session 3: Direct marketing

• What is direct marketing?           
• Database marketing         
• Managing a direct marketing campaign 

Session 4:  Relationship Selling

• From total quality management to customer care
• From JIT to relationship marketing
• Reverse marketing
• From relationship marketing to relationship selling
• Tactics of relationship selling

Session 5: Key account Management

• KAM Highlights
• Stack Holder Analysis
• KAM Strategies
• Planning and Implementation      

Session 6: Internet and IT application in selling and sales management

• The changing nature of the sales force
•  Electronic commerce and electronic procurement
• Using technology to support sales activities
• Using technology to improve sales management

            Part 3 – Sales Planning

Session 7: Sales forecasting and Budgeting

• Purpose of sales forecasting
• Levels of forecasting
• Qualitative techniques
• Quantitative techniques
• Budgeting – purposes
• Budget determination
• The sales budget
• Budget allocation

Part 4 – People Management Skills

Session 8: Sales force management

• Recruitment and Selection
• Leadership
• Coaching 

Session 9: Sales force management

• Motivation
• Delegation
• Sales force evaluation