Sales and Sales Management

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