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Message |
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Dear Executive,
Until the sale is made, there is no revenue for the organisation. That makes the sales force a special and most crucial resource for any organisation and one that must be managed strategically and effectively.
Unfortunately, in some organisations, management of the sales force is passive. The attitude in those organisations seems to be, "If our sales people are any good, they will figure out what to do by themselves." Such an approach can be very wasteful.
In the very competitive business environment of today, organisations must actively and strategically manage their sales force in order to achieve their business objectives. Sales representatives must carefully target their time toward markets and individual customers, and they must carefully manage their selling time to maximise the chance of a sale.
This programme focuses on how to manage the sales force strategically and successfully.
The first two days of the programme will focus on developing and co-ordinating strategies at all levels: for the marketing manager, for the sales manager and for the individual sales representative. We'll also explore how to prepare sales plans so that sales representatives can allocate their time and efforts to achieve business objectives most effectively and efficiently.
The third day will focus on the implementation of strategies and plans. Specifically, we'll examine what motivates a sales representative, what drives sales performance and which steps sales managers can take to ensure their sales people perform at the highest levels.
I have conducted programmes on sales management for more than 20 years in the United States, Asia, Europe, Latin America and Australia. I first taught in China in 1985 and most recently taught Executive MBA students at CEIBS. I believe that you will find that my experience with numerous organisations around the world and my continually growing experience in China will provide you with many ideas and approaches that you can use immediately to increase the return from your sales force.
I will look forward to working with you.
Sincerely,
Donald E. Sexton, Ph.D.
Programme Director |
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Description |
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During this intensive three-day programme, managers explore practical, easy-to-apply approaches to managing the sales force strategically and effectively. We will consider sales strategies in many types of industries and we will be happy to discuss any specific issues or problems faced by the participants.
Interactive lecture/discussions, supplemented with study guides, provide the structure for the programme. International case studies and hands-on exercises are used to show how to implement the concepts and approaches. Key points are made clear and relevant by drawing on the experiences of the participants as well as describing real-life illustrations from a variety of industries involving both products and services. |
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Objective |
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The programme is designed to provide participants with the knowledge and skills to manage the efforts of their sales force so that business objectives are achieved and so that they receive a high return on their sales force resources. An important aspect of the programme is the sharing of experiences among participants during the sessions, exercises and case analyses. |
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Participants |
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Anyone who manages or expects to manage a sales force will benefit from this programme, including sales managers, marketing managers, sales representatives, general managers and business managers. In addition, managers who need to understand sales force issues, such as new product managers, will find this programme valuable. Participants in previous programmes have included managers from a variety of industries: business-to-business, consumer, products and services. |
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Benefits |
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Participants in this programme will learn how to:
- Transform a sales-oriented organisation into one that is both marketing and sales oriented
- Help sales managers and marketing managers work together to create and implement more powerful strategies
- Formulate plans and strategies for the sales manager, district manager and sales representative that are effective in achieving business objectives
- Apply methods of diagnosing territory sales problems
- Target markets and customers
- Position products and services
- Allocate sales efforts among products, services, markets and customers
- Approach negotiations with customers
- Identify and sell to key accounts
- Evaluate the impact of rewards to the sales force
- Manage and motivate sales people to perform at the highest levels
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Coverage |
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- The changing competitive environment
- The sales management job
- Marketing strategy
- Targeting markets and customers
- Positioning the product or service
- Sales strategy
- Evaluating sales territories
- Evaluating sales representatives
- Allocating time and effort
- Selling Strategy
- Negotiating approaches
- Key account strategy
- Drivers of performance
- Characteristics of successful sales representatives
- Characteristics of successful sales managers
- Use of compensation and rewards
- Motivating sales representatives
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Schedule |
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Day 1
- morning
- The Sales Management Job
- How the selling environment has changed
- The four tasks of today’s sales manager
- The sales manager and the marketing plan
- How to get marketing and sales to work together
- afternoon
- Formulating Marketing Strategies
- The four major components of a marketing strategy
- How marketing strategies guide sales strategies
- Targeting markets and customers
- Setting marketing objectives
- Positioning for effective selling
- Assembling the marketing strategy
- Workshop: Evaluating the Performance of A Sales Territory
Day 2
- morning
- Workshop: Evaluating the Performance of A Sales Representative
- Formulating Sales Strategies
- How to develop an effective sales strategy
- Setting sales objectives
- Allocating time and effort among products, services, markets and customers
- Selling strategy
- afternoon
- Formulating Sales Representative Strategies
- Purposes of a sales representative strateg
- Setting sales representative objectives
- Developing the sales representative plan
- Determining effort by account
- Managing time
- The selling process
Day 3
- morning
- Negotiating for Objectives
- Negotiation approaches
- Managing the negotiation process
- Workshop: Negotiating With A Key Customer
- Formulating Key Account Strategies
- Reasons for key account strategies
- Identifying key accounts
- Components of a key account strategy
- afternoon
- Managing for Superior Performance
- How to manage and motivate sales representatives
- The seven drivers of performance
- Compensation and performance
- Characteristics of successful sales representatives
- Characteristics of successful sales managers
- Managing the seven drivers to achieve high performance
- Workshop: Managing and Motivating the Sales Force
- Review of Programme
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Faculty |
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Professor Donald Sexton, Programme Director |
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Venue |
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- Shanghai (CEIBS Campus, 699 Hongfeng Road, Pudong, Shanghai)
- Beijing (No.20, Zhongguancun Software Park, No.8, Dongbeiwang West Road, Haidian District, Beijing)
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Admissions |
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Applicants can apply for the programme in either form:
Online application: Please visit the CEIBS Executive Education website, select the programme you want to take, and click “Apply Now” to apply for the programme; or
Submit application by fax or mail: Please visit the CEIBS Executive Education website, select the programme you want to take, click “Application Form” to download the form, then fill in the form and send it to the CEIBS Customer Service Team by fax or mail. You are also welcome to call the CEIBS Customer Service Team for a printed Application Form.
Applications are requested 20 working days before the programme start date. Applications are reviewed as they arrive and admissions are subject to the final confirmation of CEIBS. Any applications received after that date will be considered on a space-available basis. For more information, please contact our customer service team in Shanghai, Beijing or Shenzhen.
Cancellations or changes of a programme registration may be made without penalty at least 15 working days before the start of the programme. If a confirmed booking is cancelled within 15 working days of the start of the programme, or if the applicant fails to attend the programme, a cancellation fee equaling to 20 percent of the total programme fee will be charged. When a request to substitute participant(s) for the same programme is made less than 15 working days before the start of the programme, the seat(s) will not be guaranteed. If an applicant is unable to attend the programme, the applicant may transfer to a different session of the same programme or another CEIBS Executive Education programme within the same calendar year, but must pay any differences in fees between the two programmes. All changes and cancellations are subject to the final confirmation of CEIBS. |
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* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details. |
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