Selling & Sales Management | CMKT 302

This course focuses on the activities of first-line field sales managers. It covers sales management functions and strategies, developing the selling function, sales goals and structure, building a sales program, and leading and motivating the sales force.

Learning Objectives:

  • To gain a solid understanding of professional B2B sales including its planning and staffing, structure, and evaluation
  • To understand how to manage and motivate a professional B2B sales force from the perspectives of a sales manager (authority) and a marketing manager (influence)

Enrolment is now open for January, April, July, or October. Please contact us for more information.

Course Name | Code: Selling & Sales Management | CMKT 302
Pre-requisite: CMKT 301 | Integrated Advertising, Promotion & Marketing Communications
Course Fees: $775

Delivery: Virtual Instructor-Led
Platform: Zoom, Microsoft Teams, or similar
Duration: 11 weeks / 42 hours / 11 weekly sessions / 4 hours per session

This course is one of the eight required courses to obtain the International Marketing Management Diploma. more

Course Outline

SessionTopic  Learning Outcomes
1Introduction to Selling & Sales Management* Describe the major changes taking place in selling and the forces causing these changes.
* Define sales management.
* Describe the sales management process.
* Discuss the competencies required to be a successful manager.  
2Sales Force’s Strategic Role* Describe the major elements of business strategy.
* State the basic elements of strategic marketing planning.
* Explain what is meant by strategic implementation process decisions.
* Describe the purpose of a sales force program and list its major elements.
* Tell what an account relationship strategy is and explain its purpose.
3Territory Management   * Describe effective steps for generating new accounts.
* Explain how to determine the minimum opportunity a salesperson should pursue.
* Describe four methods for setting opportunity priorities.
* Explain why emphasis is shifting from sales volume to profit flow.
* Tell how salespeople can manage their time more efficiently.  
4Account Management* Describe the steps in the professional purchasing process.
* Identify the different buying influences in the buying center.
* Explain how relationships are likely to evolve.
* Describe factors critical to gaining commitment to a relationship.
5             6             The Sales Presentation* Describe the basic types of selling models.
* State the skills utilized in the pre-interaction phase.
* List the skills involved in the interaction phase.
* Explain the skills involved in the post-interaction phase.
7Sales Force Structure* Explain the various ways by which sales forces can be organized.
* Explain what a strategic accounts management program means.
* State the reasons for the growth in telemarketing and its implementation issues.
* Tell why and when sales agents are utilized.
* Describe evolving trends in sales force organization.
8Salesperson Recruiting and Selection* Discuss how to plan for recruiting and selection.
* Identify relevant hiring criteria for sales jobs.
* Identify the different sources of recruits.
* Understand the selection and validation process.  
9Sales Force Development* Understand the benefits of sales force training.
* Determine specific needs for the sales force.
* Discuss the topics to include in a training program.
* Describe the advantages of centralized and decentralized training.
* Understand the use of line, staff, and outside trainers.
* Recognize the value of alternative training methods.
* Describe the different methods for evaluating training results.  
10Leading a Sales Force* Explain what is meant by leadership.
* Understand how leaders manage change.
* Determine the appropriate leadership styles for a particular situation.
* Know when and how to coach salespeople.
* Discuss what is involved in planning and conducting a sales meeting.
* Recognize common people problems.
11Ethics in Sales Management* Explain why ethics are important.
* Explain the moral bases for business ethics.
* Understand how to make decisions that involve ethical problems.
* Recognize the issues of common sales ethics.
* Discuss how to build a sales ethics program.  
 Final Exam  

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