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ICM Single Subject Diploma in

Sales and Sales Management

Course Outlines

Part One – Sales Perspective

Development and Role of Selling in Marketing

  • Background
  • The nature and role of selling
  • Types 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

Consumer and Organisational Buyer Behaviour

  • Differences between consumer and organizational buying
  • Consumer buyer behavior
  • Factors affecting the consumer decision-making process
  • Organizational buyer behavior
  • Factors affecting organizational buyer behavior
  • Developments in purchasing practice
  • Relationship management

Part Two – Sales Technique

Sales Responsibilities and Preparation

  • Sales responsibilities
  • Preparation

Personal Selling Skills

  • The opening
  • Need and problem identification
  • The presentation and demonstration
  • Dealing with objections
  • Negotiation
  • Closing the sale
  • Follow-up

Key Account Management

  • What is the key account management?
  • Advantages and dangers of key account management
  • Deciding whether to use key account management
  • The tasks 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

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

Internet and IT Applications in Selling and Sales Management

  • Overview of internet and IT applications in selling and sales management
  • The internet
  • Customer relationship management
  • Sales management applications of IT
  • Applications of IT in retail sales and marketing

Part Three – Sales Environment

Sales Settings

  • Environmental and managerial forces impacting sales
  • Sales channels
  • Industrial/commercial/public authority selling
  • Selling for resale
  • Selling services
  • Sales promotions
  • Exhibitions
  • Public relations

International Selling

  • Introduction
  • Economic aspects
  • International selling at company level
  • Cultural factors in international selling
  • Organisation for international selling
  • Pricing
  • Japan – a study in international selling

Law and Ethical Issues

  • The contract
  • Terms and conditions
  • Terms of trade
  • Business practices and legal controls
  • Ethical issues

Part Four – Sales Management

Recruitment and Selection

  • The importance of selection
  • Preparation of the job description and specification
  • Identification of sources of recruitment and methods of communication
  • Designing an effective application form and preparing a shortlist
  • The interview
  • Supplementary selection aids

Motivation and Training

  • Motivation
  • Leadership
  • Training

Organisation and Compensation

  • Organisational structure
  • Determining the number of salespeople
  • Establishing sales territories
  • Compensation

Part Five – Sales Control

Sales Forecasting and Budgeting

  • Purpose
  • Planning
  • Levels of forecasting
  • Qualitative techniques
  • Quantitative techniques
  • Budgeting
  • Budget determination
  • The sales budget
  • Budget allocation

Salesforce Evaluation

  • The salesforce evaluation process
  • The purpose of evaluation
  • Setting standards of performance
  • Gathering information
  • Measures of performance
  • Appraisal interviewing
Sales and Sales Management

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