Executive Education
Seminars. Workshops. MasterClasses.

Sales Management Course
     Sales Management Best Practices

Course Audience 

• Chief Marketing Officer (CMO) and Chief Sales Officer (CSO) team, including sales managers, senior account managers, business development managers (BDM), senior sales executives, and sales consultants.

• Note: This training course is designed for government and business professionals. We do not accept students seeking initial employment, postsecondary education, or initial licensing programs

Course Objectives

• Provide 360 degree view of the strategic sales, business development and account management functions to identify potential management blind spots and improvement areas

• Offer experiential analysis of the challenges of sales managers and their sales teams in implementing the business development strategies

• Align business strategy, marketing and sales management

• Share insights from the world's most successful sales managers

• Review the sales management framework, best practices, analysis and decision-making models and tools needed to formulate and implement successful sales programs

• Analyze, and plan sales strategies using advanced sales management frameworks

• Implement and monitor sales strategy execution using performance measurement systems and sales key performance indicators (KPIs)

• Create a practical framework for planning and controlling of sales communication programs

Training Focus

• Develop the strategic sales management skills and competencies, including sales planning, monitoring, control, problem-solving, and communication

Training Model

• Experiential action learning

• 25%-50% seminar and 50-75% experiential project work

• The development of management skills is based on KASAC executive education and management training model

Course Modules

• Top sales management questions and challenges.

• Overview of sales best practices and sales audit

  • Demand creation vs. demand fulfillment

  • Solution selling vs. commodity selling

  • Value selling vs. product-services selling

  • Strategic customer profiling: What are the customer needs vs. wants? How customers behave?

  • Opening a strategic sales account: Initiating sales contact, pull vs. push, cold selling, networking, and referrals - What works? What does not work? When and how to contact VIP customers? How long is the average sales cycle? What is the optimal amount of customer-sales contacts? How to achieve higher success rate?

  • Relationship building: Selling yourself, your company, your products and services

  • Customer sales communications: Asking questions that sell. Providing answers that sell. Handling objections and sales barriers. Handling competitions.

  • Closing sales best practices: Right selling vs. overselling vs. underselling

• Strategic sales management

  • Sales and account management lifecycle framework

  • How to plan, design, build, and operate strategic sales teams

  • Sales team structuring and organization

  • Forecasting and assigning realistic sales targets

  • Managing sales team motivation, performance and compensation

  • Sales management key performance indicators (KPIs)

• Strategic sales mix audit (4 Ps)

  • What product and services? (positioning, branding, and competitive features)

  • What price? (pricing objectives, and elasticity)

  • What place? (locations, distribution, and channels)

  • What promotion? (MarCom, publicity, point of sales, and personal selling)

• Customer Relationship Management (CRM): Pre and post-sales relationship management. What is the right level of customer care?

Key Concepts & Best Practices

• Top Sales Management Questions. Sales Challenges. The 10-80-10 Rule of Sales Management. Sales Mix 4Ps (Product, Price, Place and Promotion). Customer Research. Customer Relationship Management. Branding. Competition. PEST Analysis. Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis. Competitive Advantage. Competitive Forces and Value Chain. Product Lifecycle (PLC). Sales Channels. Sales Best practices.

Training Course Customization Subjects (Optional)

• Sales Strategy: Focusing on the development, implementation, and control of integrated sales strategy needed to win and retain key strategic customers

• Customer Intelligence: Understanding customers to create value. Understanding the psychological aspects of buyer's behavior. How do clients make buying decisions and interpret advertising and sales messages

• Competitive Intelligence: Understanding sales competitive SWOTs

• Sales Communications Mix: Understanding the elements of integrated sales communication program including advertising, personal selling, media relations, sales promotion and direct sales. Understanding the decision-making process when developing promotional campaigns to support a firm's brand or product/service strategy

Courseware Content (Customized)

The Sales Management training courseware includes the following:

1. Participant's training guide

2. Subject matter handbook and lecture notes

3. Executive summary of the subject matter:

   • Summary of essential concepts and sales management best practices

   • Examples and case studies

4. Sales management toolkit (management frameworks, decision-models, and checklists)

5. Experiential work-based project

Performance Evaluation (Optional)

• Performance can be evaluated on the basis of individual or team project deliverables

• There are no Q&A exams or tests. Candidates can choose to complete customized experiential work-based projects such as developing a relevant analysis document, management strategy, action plan or a senior management presentation

• The course advisor will review the deliverables and provide improvement feedback. The evaluation is a form of management consulting and experiential coaching for performance improvement

Training Course Registration