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Programme

Sales Management

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Description

This course focuses on analyzing sales management to be handled in order to conquer a market previously available that has been identified and defined as a target marketing of the company. Within the commercial tactical plan that would follow to any definition of a strategic marketing company, it is planned a personal selling strategy, which is usually performed by vendors, commercial agents or any person who seeks to retain a customer. The handling and management of work of these people is what this course is focused on. It is therefore important that the company has previously defined the concepts of segmentation, positioning and marketing strategy in order to address the most successful sales plan.

We will start by analyzing the sales actions necessary to capture members of a potential market identified as available, with emphasis on the strategies defined by the marketing plan. Then we analyze the actions necessary to achieve loyal customers / consumers captured, and thus become customers / consumers that are either buying or referring  to the company  other new customers / consumers. Finally, the sales plan should be able to maintain and develop those customers / consumers already loyal.

The definition of good C.R.M. (Customer Relationship Management) as a management tool in the sales plan is also one of the tasks of the course. The strategy of C. R. M. is essential before deciding which or what management system should be applied.

Finally, learn to make a good tracking, both of the plan defined and the people in the team; this is how the focusing of the course ends.

Information

Goals and Student Profile

Goals

After completing the course the participant will be able to:

  • Deepen on sales plans as a part of the marketing plan
  • Learn tools for recruitment, retention and maintenance of customers / consumers in defined market
  • Learn how to work with setting goals and how to set sales goals.
  • Study the basic sales management to achieve the defined goals
  • Learn to define an appropriate strategy to CRM in order to make a good management of relations with the customer portfolio.
  • Analyze the means of control and monitoring of sales and sales team.

 

Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.

 

Student Profile

ENAE Business School is very conscious of the fact that every teaching institution is built by all and must be very careful about participant selection right from the very start by analysing their CV, qualification certificates, admission exam and through a personal interview of the student by the program director. Depending on the program, ENAE Business School carries out tests to evaluate language competence.

Most of our students come from the business world about 80% of ENAE’s students are graduate professionals and executives who wish to update their knowledge and improve their skills. These students come from different academic backgrounds mostly engeneering, business, law, economics, communication and humanities.

We encourage young and talented graduates with entrepreneur spirit to be involved in our programs as a fast track to achieve their goals in the business World.

Curriculum

THE SALES PLAN WITHIN THE MARKETING PLAN

  1. The marketing plan and business strategy
  2. Personal selling in business strategy
  3. The sales plan
  4. The conquest of an available market
  5. The liability of a Sales Director
  6. Search and acquisition of available customers
  7. Work and loyalty of buying customers
  8. Maintenance and development of loyal customers
  9. Strategic sales decisions

 

SALES STRATEGIES AND GOALS

  1. The sales plan
  2. Management and sales strategies. The three dimensions of sales management
  3. The number of contact with customers
  4. Addressing the sales job. Addressing customers and products
  5. Classification of customers
  6. The quality of business contacts
  7. Sales target. Rule S. M. A. R. T.  (M. E. T. A. S.)
  8. Difference between forecast and targets
  9. Business goals, performance targets and development of goals.

 

CONTACTS AND VISITS WITH CUSTOMERS

  1. The different goals and tactics of customer visits
  2. The visit of conquest to unknown customers
  3. The visit of loyalty to known customers
  4. The visit of maintaining and developing loyal customers
  5. Difference between sale and purchase negotiations. What is selling? What is negotiation? What is to buy? From the business perspective.
  6. Personal skills for each type of customer contact.

 

THE C. R. M. (CUSTOMER RELATIONSHIP MANAGEMENT)

  1. The customer loyalty strategies. Principles for a good loyalty strategy.
  2. Defining the concept of loyalty to the proper management of C. R. M.
  3. The classification of customers and top management of C. R. M. Classification concepts.
  4. Information needed for the definition of C. R. M. External information, internal information.
  5. The three different profiles of C. R. M. by volume in the classification of customers.
  6. Basic strategies in the management of C. R. M. Management of first purchase. Managing repeat customers. Disseminator’s customer management.
  7. Selection of strategies on C. R. M. Other uses

 

CONTROL AND MONITORING OF SALES

  1. The concept of control an monitoring within the sales plan
  2. Monitoring goals and sales management.
  3. Performance standards. The control panel of the Sales Director.
  4. The follow up visits as a mean of control. The visit accompanied with vendors
  5. The vendor reports to the sales director
  6. The constant information to the sales team. Stockholm syndrome
  7. Meeting with vendors. Importance of the regular meetings

Faculty

VALCÁRCEL SÁNCHEZ, JOSÉ
Masters Degree in Sales and Marketing Management, Instituto de Empresa. Master?s Degree in Sales and Marketing Management, Development Systems, Lisbon. Degree in Chemistry, Autonomous University of Madrid.
More details
One of the one hundred businessmen of promising future according to Actualidad Económica in 1992. His broad experience as an International Consultant in Organizational and Business Development includes the management of personnel recruitment and training projects at General Motors, Change Management projects at Chevrolet in South America, recruitment and training projects at Grupo LOreal in Spain, Argentina, Uruguay, Mexico, Chile, Brazil and Venezuela, as well as the Cultural Integration project after the mergers of Pharmacia group. He has also managed several consulting and training projects related to sales, marketing and strategy implementation for companies such as Philip Morris, Banco Santander, Mapfre, Repsol, Lego, Rover, Tetrapak, Cadbury, Pepsi and IBM, among others. He works at present as International Consultant in Organizational and Business Development. At Fase 3 Group he has lead a team who has provided different services for international companies in Europe and America.

Specified time period and Place

Specified time period:  This course has and extension of 20 contact ours at ENAE premises.

Timetable: This course is delivered on Friday from 16:30 h. to 21:30h. and Saturday  from  9:00 h. to 14:00 h.

Place and Address:
Edif. ENAE. Campus Universitario de Espinardo 30100 Espinardo Murcia- Spain


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Methodology

1. Theoretical presentations alternated with practical exposure so as to see their relationship with results in business. The interrelation between theory and practice is a methodology in which students must be involved. This methodological issue will be used for both business executives and professionals, and for recent graduates who want to join the same course.

2. Several case studies are sent from those that companies have been facing in real life for students, with the relevant knowledge acquired, to do the analysis between the different lines of action that may arise and choose the one considered more realistic and adjusted to the case. The student should become accustomed to making decisions and understand the implications of them.

3. Case studies and readings will be sent to participants through the virtual campus. At the same time chat forums or debate centres may be created on campus or virtual in which the views of the participants will be contrasted. . These tools will be used by the students to contrast their different points of view.

4. Virtual Campus is a tool that allows a much more fluid relationship between students and teachers at personal and on line level.

5. Teaching the course will take into account how the student intends to apply the knowledge acquired to the final project at the end of the Master.

Terms of Payment and Scholarships

Are you interested? Obtain the following benefits:

Price: 390 €

ENAE Business School offers the following discounts:

Partner companies of FUERM, their workers, and the members of Asociacion de Antiguos Alumnos of ENAE Business School will obtain a 10% of discount.

See if your company is a member of FUERM and ENAE

Scholarships

If the amount of the program is paid by your company through the credit offered by the Tripartite Foundation you may recover all or part of the amount of the program in ENAE Business School, discounting the amount to be credited for the payment of social insurance.

Part of the amount paid of our training programs, in-person and In Company, could be recovered through the Tripartite Foundation (only Spanish companies).

Ask us for more information. We make the process for obtaining the discounts to all those students who request it, at no additional cost to your training.

Admission Process

This program is part of a Master that has limited availability. Taking this course will provide you great oportunities for expanding your professional networks. Final admission decision is reserved to ENAE Business School on the basis of prerequisites established for the course, room availability and specific group profile required.

FACULTY

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