Course Title: Advanced Sales Management Program

Transcription

1 Course Title: Advanced Sales Management Program Introduction The ever dynamic and challenging sales environment requires that sales managers are at all times well equipped to constantly be on top of their games. There is no argument about the fact that one major way of empowering these people saddled with these onerous tasks is by exposing them to relevant knowledge and experience, such that is required to manage the sales functions and consequently grow the business. This training focuses all the cores area of knowledge and competence that is expected of a modern day sales manager. Methods, practices and tools that are essential part of tactical and strategic sales management will be explored during the training. Training objectives; 1. To help sale managers become good managers of self and allocated resources both human and material. 2. Sales managers will have a broader perspective of managing the entire business, thinking like a CEO and a business owner! 3. Sales manager will be able to develop certain level of independence and confidence in making decision for short term and long term benefits to the organization 4. Sales managers will learn how to be good managers by leading from the front (leadership by example) and inspiring their associates and subordinates to take responsibilities in driving the business to success. 5. The participants will be able to understand all the available tools that can be deployed to constantly achieve and surpass sales targets. Duration: 2 days Course Modules a. Personal effectiveness Managing self is a prerequisite to been able to manage others. This module will teach participants how to boost their personal effectiveness. Covered topics include - goals setting, organizing skills, developing planning ability, time management, prioritization of tasks, personal integrity, communication, grooming, confidence-building, problemsolving skills, creativity etc. b. Team Development and Management Sales Managers do have the responsibility manage small to large sized team. The sales manager must be able to manage the team to succeed. With large diverse teams now

2 being the norm in sales organizations where sales managers are responsible for managing overall performance of teams often across disparate geographical markets and regions, it has become imperative to understand the characteristics of team formation as a strong underpinning for team performance and talent retention. Topics to be covered in the course will include - Team building, motivation, bonding, conflict resolution, maintaining discipline etc. The course will examine the different models of team formation, development and management to complement leadership dimensions to team management, negotiation, conflict management and resolution. c. Customer Management Understanding the customers business models, customer mapping, channels management, marketing, pipeline development, service excellence, feedback management, etc. are some of the topics that will be covered in this module. Participants would at the end of this module be able to do the following; Develop an understanding of the terms and benefits of effective customer management on the company s bottom line. Develop their own checklist for analyzing and mapping customers for effective segmentation and targeting. Develop a framework for developing strategies for customer retention Analyze the components of a CRM plan and know how to use it to manage relevant stakeholders in the distribution network Understand service excellence and recovery as the linchpin for customer satisfaction and retention At the conclusion of the module, participants will have a broader understanding of the concept of customer management and what it can do to retain customers. d. Product Management: This module will deal with understanding the product development process, different methods of developing products and product/market fit, business model design, market research, product analysis, testing and validation, customer development and the brand mix. At the end of this module, course participants will have a better knowledge and appreciation of how the product mix strategy impacts on their overall sales strategies and product innovation development and management. Participants will be encouraged to draw scenarios from the current organizational market/s and develop strategies for evaluating them based on case studies from the organization and/or its competitors in the same market segment.

3 The objective is to ensure a balanced and rounded integrated knowledge comprehension and analysis of how product mix strategies align with other elements of research and analysis to provide winning selling strategies. e. Channel management The module will teach participants how to develop and manage the various channels while focusing on growth and reduced operation requirements/costs, the golden rules of category management, distribution network management and solutions selling. Today s FMCG markets are probably witnessing their most challenging moments in an environment characterized by changing alliances, depressed margins and huge costs of operations in similarly homogeneous market segments and industries. The course will examine the different types of channel relationships and distribution models that provide the highest potential for customer referrals and management as well as examine trends that obtain with some of the world s leading retailers in the FMCG category. In particular, the course will evaluate the impact of effective channel management on sales/marketing programs and examine ways to develop channel support activities that complement the overall business objectives especially in the areas of merchandising, retail in-store promotions, sales co-ordination/activation programs and product training At the end of the course, participants will gain a better appreciation of how the company can develop coordinated channel management programs via an integrated policy/product approach while understanding where the biggest upsell opportunities may exist. f. Category Management The topic will focus on category development management in an emerging retail context. Category planning and product mix development represent the platform for successful product optimization and consistent revenue margins when successfully utilized. Effective category management underscores the importance of optimizing efficiencies of scale that ensures that profit can be made by increasing the total number of sales through retail channels and using the distributor relationships created throughout the network to streamline efficiencies based on proper product/category segmentation and increase in sales margin contribution of each product category. At the end of the course, participants will understand the processes of managing product categories as strategic business units and how data can be used to track and analyze retail shelf audits for increased volume off-take and sustainable revenue generation.

4 g. Competitor Analysis/Management Competition analysis and management focus on key metrics and competitor intelligence monitoring as prerequisites for effective scenario planning and sales forecasting. It provides a useful means of measuring and analyzing competitor risk response and the resources and capabilities available to respond to market dynamics especially in a free market economy characterized by lower entry barriers to markets, price flexibility and demand/supply side management challenges. The course will include a general understanding of competitor profiles/profiling, targeting strategies, selectivity and focus. This knowledge becomes imperative in defining the strategic advantages and weaknesses that might predict competitor response to market or proactiveness especially when new initiatives are about to be launched. It will also dwell on predictive performance indicators based on the twodimensional competitor matrix model to benchmark best practices based on competitor intelligence, data gathering/mining and other factor weightings. h. Territory Mapping, Planning and Management This goes with the mantra Divide and Conquer. Sales manager needs to understand how to delineate the customers in their territory in a manner that will ensure effective coverage. Topic include understanding the reasons for setting territories, sales territory planning, customer grouping, geographical mapping, call frequency management, sales route distribution system, manning/resourcing for territories, monitoring field operations, STOWS matrix, route optimization techniques using technology. Participants will also be exposed to the use of technology in enhancing effective coverage of customers and efficient distributions of company products and resources. i. Sales Analytics This topic will involve the use of MS Excel to analyse sales numbers. Participants are expected to come with a PC, having the recent versions of the MS Office suite (minimum of 2010 suite). Topics to be treated includes collecting useable data, anaylsing your market, sales trend, channel contribution, averages (index, moving, etc). Use of charts and pivot table can help sales personnel derive so much anaylsis that will provide market intelligence that is required for boosting performance and overall productivity of the organisation. Analysing sales data is about measuring performance, of persons, territories, customers and products.

5 j. Sales Forecasting Sales managers are expected to have the ability to predict the future, particularly as it concerns sales. They should have the skills to make use of available information and be able to come up with reasonable estimates of the future performance of the company with respect to sales number and revenue. Developing a credible logic for speculations seems to be the major challenge of many sales managers. Sales forecasting usually involves some level of analyzing and planning, which will take into consideration all the proposed activities of the organisation for the particular period in question, the type and the amount of resources that will be required to achieve the objectives. Sales forecasts can range from short to medium and long term forecast. Sales forecast provides inputs for the supply chain and production function in planning to make products available, so much that it also provides cashflow information to the finance functions. This topic will highlight those critical elements of a good sales forecasting system. Sales factors historical sales data, seasonal trends, national holidays, promotions, Facilitators Profile OLUGBENGA JOHNSON MBA, Netherlands. FInstSMM, UK. Olugbenga has many years of field and strategic sales management experience that spanned various industries in Nigeria; which include The Coca-cola Hellenic (NBC P LC) Nigeria where he spent about 6 years in senior sales roles. In other companies, he has held positions with the responsibilities of developing new businesses, salvaging comatose ones and creating new opportunities for business expansion in those that are doing well. He has attended trainings and workshops, both within and outside the country in his efforts to build his managerial capacity on how to help businesses understand and develop the winning route-to-market agenda. His experience, passion for seeking and impacting knowledge has also enriched him the ability to provide support to various organisations in the area of strategy, management and training. He has an International Action Learning MBA from The Business School Netherland and was elected a Fellow of The Institute of Sales and Marketing Management United Kingdom in Olugbenga is currently the CEO, Autusbridge Consulting Ltd, Nigeria.

6 Folashade Oshun MBA, MSc. A solid professional career spanning 18+ years in diverse fields including Marketing Communications, Marketing and Sales, FMCG manufacturing,telecommunications and Education - First degree in Languages and Literatures (2nd Class Upper degree) -The Lagos State University (1993), - Executive MBA- Business School Netherlands, - MSc, Project Management (Specialization- Oil& Gas)-The University of Liverpool UK (Dissertation Defence), - Professional Diploma, Chartered Institute of Marketing, UK. Past career & work experience- Communications & Advertising- Account Manager-SO&U Saatchi& Saatchi, FCB Centerspread, TBWA\Concept Unit, Marketing Manager, UAC Foods, Team Lead/Group Sales Manager- Glomobile Networks Ltd, Business Development Director, New Business- JWT (Nigeria).