Sales Management

Course Description: 

Selecting a sales methodology and establishing a successful sales culture is important in today’s competitive business world. The goal of Sales Management course is to provide an overview of the fundamentals of an effective sales force as a key element of an organization’s marketing efforts.

Focusing on a business-to-business sales management process, the course emphasizes on understanding the sales process, the relationship between marketing and sales, use of modern technology to improve sales effectiveness, customer relationship management, sales force structure. Along with this, the course also provides an insight on the issues related to recruiting, selecting and training, motivating, compensating, and retaining the sales force.

Course Objectives: 

Upon the completion of the course, students will be able to:

  • Understand the basic principles and techniques along with major marketing concepts related to sales management  
  • Understand the relationship between sales management and marketing as integrated efforts rather than separate units
  • Identify and implement sales and marketing strategies that lead to sales success
  • Identify common ethical issues and provide remedies for issues related to salespeople, sales managers, and executives
  • Identify the most important factors for recruiting, selecting and training, motivating, the sales force
  • Understand cultural forces and the importance of diverse sales force in an organization
Course Syllabus: 

Sales Perspective

 

  • Development and Role of Selling in Marketing

    • Introduction
    • The nature and role of selling
    • Characteristics of modern selling
    • Success factors for professional salespeople
    • Type of selling
    • Image of selling
    • The nature and role of sales management
    • The marketing concept
    • Implementing the marketing concept
    • The relationship between sales and marketing
  • Sales Strategies

    • Sales and marketing planning
    • The planning process
    • Establishing marketing plans
    • The place of selling in the marketing plan

Sales Environment

  • Consumer and Organizational Buyer Behavior
    • Differences between consumer and organizational buying
    • Consumer buyer behavior
    • Factor affecting the consumer decision-making process
    • Organizational buyer behavior
    • Factors affecting organizational buyer behavior
    • Developments in purchasing practice
    • Relationship management
  • Sales Settings
    • Environmental and managerial forces impacting sales
    • Sales channels
    • Industrial/ commercial/public authority setting
    • Setting for resale
    • Selling services
    • Sales promotions
    • Exhibitions
    • Public relations
  • Law and Ethical Issues
    • The contract
    • Terms and Conditions
    • Term of trade
    • Business practices and legal controls
    • Ethical issues

Sales Technique

  •  Sales Responsibilities and Preparation
    • Sales responsibilities
    • Preparation
  • Personal Selling Skills
    • The opening
    • Need and problem identification
    • The presentations and demonstration
    • Dealing with objectives
    • Negotiation
    • Closing the sale
    • Follow-up
  • Key Account Management
    • What is key account management?
    • Advantages and dangers of key account management
    • Deciding whether to use key account management
    • Criteria for selecting key accounts
    • The task and skills of key account management
    • Key account management relational development model
    • Global account management
    • Building relationships with key accounts
    • Key account information and planning system
    • Key success factors for key account management
  • 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
  • Direct Marketing
    • What is direct marketing?
    • Database marketing
    • Managing a direct marketing campaign

Sales Management

  • Recruitment and Selection
    • The importance of selection
    • Preparation of the job descriptions and specification
    • Identification of source of recruitment and methods of communication
    • Designing an effective application form and preparing as shortlist
    • The interview
    • Supplementary selection aids
  • Motivation and Training
    • Motivation
    • Leadership
    • Training
  • Organization and Compensation
    • Organizational structure
    • Determing the number of salespeople
    • Establishing sales territories
    • Compensation

Sales Control

  • Sales Forecasting and Budgeting
    • Purpose
    • Planning
    • Levels of forecasting
    • Qualitative techniques
    • Quantitative techniques
    • Budgeting- purposes
    • Budget determination
    • The sales budget
    • Budget allocation
  • Salesforce Evaluation
    • The sales force evaluation process
    • The purpose of evaluation
    • Setting standards of performance
    • Gathering information
    • Measures of performance
    • Appraisal interviewing