• 2008.05.13 - 05.15   [Beijing]   English with sequential Chinese interpretation
• 2008.10.29 - 10.31   [Shanghai]   English with sequential Chinese interpretation
• 2008.11.01 - 11.03   [Shanghai]   English with sequential Chinese interpretation

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

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.

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.

Anyone who manages or expects to manage a sales force will benefit from this programme, including sales managers, marketing managers, 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.

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

• 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

Day 1

• Morning
  • Welcome and introduction
  • Introduction of participants
  • 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 strategy
  • 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
  • Concluding comments

Professor Donald Sexton, Programme Director

The course will be held in Beijing and Shanghai.

Beijing session: CEIBS Beijing Representative Office, Raycom InfoTech Park Tower A, No. 2 Kexueyuan South Road, Zhongguancun, Haidian District, Beijing..

Shanghai session: CEIBS, 699 Hongfeng Road, Pudong, Shanghai.

Applications are reviewed as they arrive. Completed applications must be received 20 working days before the beginning of the programme. Any applications received after that date will be considered on a space-available basis. Please address all applications and enquiries to our customer service team in Shanghai, Beijing and Shenzhen.

If a confirmed booking is cancelled within 15 working days before the programme's start, or if the nominee fails to attend the course, we will charge a cancellation fee that amounts to 20 per cent of the fee. If applicants are unable to attend the programme, the transfer to another CEIBS programme can be made only within the same calendar year. When a request for changing candidate(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.

* CEIBS reserves the right to amend information on this programme including price, date, location, faculty, daily schedule and other details.

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The programme offers me new insight on how to establish a strategic marketing system. By setting aside sufficient time for communication between participants and professors, the programme has inspired new ideas. It is a very relaxed and pleasant learning experience.

Dong Shungang
General Manager
COFCO Brewing Materials Co., Ltd.

The professor provides a link between marketing and negotiations and help to distill concepts from the general market conditions to the sales organisation and strategy. The instructor was lively, illustrative and specific. Excellent programme!

Emmanuel Hemmerle
Retail Pharmacy Director
Zuellig Pharma China

This programme has clearly explained the three levels of sales management, i.e. marketing strategy management, sales strategy management and salesforce management. It has well covered sales management knowledge applicable to all levels from decision-makers to individual salespeople. Therefore it is quite suitable for middle and senior managers in marketing or sales positions.

Jeffrey Ren
Sales Director
ABB Shanghai Transformer Co., Ltd.

CEIBS' Strategic Sales Forces Management programme focuses on strategic thinking in sales. I have learnt to consider sales tactics from a strategic perspective so as to chart the right course in a highly competitive environment. The ideas I have obtained are all brand new and are not presented in other sales programmes. It is an excellent programme.

Jiang Hong
Sales Director
Chengdu CCS Optical Fibre Cable Co., Ltd.