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
| Session | Topic | Learning Outcomes |
| 1 | Introduction 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. |
| 2 | Sales 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. |
| 3 | Territory 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. |
| 4 | Account 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. |
| Midterm | ||
| 7 | Sales 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. |
| 8 | Salesperson 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. |
| 9 | Sales 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. |
| 10 | Leading 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. |
| 11 | Ethics 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 |