Certificate of Sales Management

Unit 1 – Developing sales concepts

• Marketing
• Sales
• Sales management
• Marketing and sales concepts
• Developing a sales concept
• Marketing and sales goals
• Understanding economics
• Performance criteria for an economy
• Economic ideas and principles are frequently expressed as “laws”
• Marketing
• Making contact
• Convincing the client
• The marketing concept
• Inconsistencies in the marketing concept

Unit 2 – Developing sales relationships

• Ways of managing sales
• Sales relationships
• Knowing your customers
• Classifying buyers
• Market segmentation
• Defining your customers
• Relationships with customers
• Leadership, consistency, reliability
• Communicating with confidence
• Presentation
• Conversational selling
• Woking relationships
• Elements of interpersonal relations
• Getting a complete picture
• The keys to establishing good working relationships
• Communicate clearly to get your message understood

Unit 3 – Sales ethics and law

• Defining ethics and law
• Ethics in sales
• Society and marketing ethics
• The impact of marketing and selling on society
• Implications of some negative sales practices
• Deceptive practices
• High pressure sales
• Poor quality products
• Predetermined obsolescence
• Social responses to unethical marketing
• Environmentalism
• Consumer action and consumer groups
• Enlightened marketing theories and practices
• Guidelines for ethical marketing and selling
• Ways to encourage better ethics in a sales team
• Business law
• International law
• Property rights
• The Westminster system
• Contract law
• Basic common law rights and obligations
• The trade practices act
• Protection of consumers
• Protection of names, trademarks, ideas etc.
• The law and employees
• The first step in establishing a contract

Unit 4 – Building product knowledge

• What is product knowledge
• Knowing your competition
• Signs and sign posting
• Disadvantages and advantages of signposting:
• Hints for writing signs
• Tracking trends
• Knowing your customers
• Sales forecasting
• Questionnaire examples
• Product life cycles
• Stages in a product lifecycle
• Growth spurts are normal

Unit 5 – Developing a customer strategy

• Motivation
• Some key factors about motivation
• Key strategies for dealing with customers
• Tried and true methods to increase sales
• Developing customer strategy
• Customer satisfaction
• The customer’s point of view
• Customer goodwill
• Essential strategies for producing quality service
• Positioning
• Branding
• Price
• Advertising
• Public relations

Unit 6 – Presentation strategy options

• Helping the product sell itself
• Displaying the product
• Locating your displays for best results
• Shop layout
• Layout
• Fixtures and fittings
• Space availability
• Display
• What sells best?
• Spacing
• Quantity displayed

Unit 7 – Closing a sale

• Steps in the sales process
• Opening a sale
• Closing a sale
• improving results in business
• Motivation
• The clientele
• Different motivations for buying
• Approach and avoidance
• Unconscious motivation
• Motivating sales staff
• Managing the decision-making process
• Swot analysis

Unit 8 – Managing yourself

• Time management
• Time wasters to avoid:
• Territory management
• Record management
• Records a salesperson should keep
• Sales records
• Stress management
• Causes of stress
• Key factors in managing personal energy
• What you do and think
• When you do things
• How you do things
• How you prioritise energy expenditures
• How you reward thoughts and actions
• The impact of negative and positive self-talk
• Identifying and conquering sources of stress
• Eating an energy-enhancing diet
• Developing an exercise program
• Engaging in mood-improving activities
• Participating in energy-increasing activities
• Improving sleep patterns
• Securing others’ support for energy management efforts
• Solutions

Unit 9 – Managing a sales team

• Measuring performance
• Considering customer priorities
• Managing sales staff
• Choosing the best salesperson
• Consider the cost
• Developing a job description
• Staff induction
• Managing the established sales team
• Controlling the sales team
• Trait theories
• Style theories
• Contingency theories
• Shifting positions
• Monitoring sales performance
• Factors that can affect sales performance
• Sales territories
• The difference between sales and orders
• Break-even
• Top down or bottom up sales forecasting
• Bottom up forecasting