The first module provides candidates with a fascinating introduction to the concept of ‘smart’ selling, incorporating tips and guidelines for becoming a more effective seller. The importance of establishing realistic objectives in sales management is also discussed, alongside the role of confidence in smart selling.

Candidates then learn how to maximise the value of every sale, while at the same time closing more sales in general. An introduction to effective networking is also included, along with new client identification techniques, how to enhance productivity in sales management and the importance of minimising time wasted on valueless leads.

Module three brings customer focused selling into the discussion, examining the sales process from the customer’s perspectives. Learners study the benefits and importance of both understanding and anticipating customers’ needs, along with the ongoing challenge of ensuring every customer’s expectations are met or exceeded.

The art of preparing and presenting a convincing proposal is examined in module four, which also covers several useful tools and techniques for enhancing the impact of a sales presentation. Candidates also consider the importance of self-assuredness and confidence for more effective and engaging delivery of presentations and pitches.

Module five explores the extent to which nonverbal communication can be a uniquely powerful sales tool. The use of body language to enhance the impact and appeal of a verbal pitch is discussed, along with the importance of acknowledging how nonverbal cues may be picked up on and interpreted by others in a sales setting.

Candidates then consider the extent to which telephone communications bring unique challenges and opportunities into sales and marketing activities. The most important skills and competencies for effective telephone sales are discussed, along with the advantages and disadvantages of cold-calling and other telephone sales strategies.

In module seven, course content examines the unique importance of establishing and maintaining good customer relationships to bolster and sustain sales. The concept of ‘relationship selling’ is detailed and discussed, along with how eliminating the traditional business-customer barrier can be beneficial in a contemporary sales setting.

Module eight considers sales as part of a wider marketing strategy, detailing the differences between sales management and marketing management. The components of an effective marketing strategy are discussed, along with the importance of separating sales and marketing to ensure each is given equal priority.

A detailed breakdown of the sales and marketing planning process is provided in module nine, in which candidates learn how to lay the groundwork for a successful campaign/strategy. Course content also covers the negative consequences associated with insufficient or absent planning in a sales and marketing context.

The qualities and characteristics of the superior salesperson are detailed and discussed in module 10, in which candidates are presented with several tips and guidelines for improving their personal selling skills. An introduction to sales promotion is also provided, along with where promotion fits in with a broad marketing and sales strategy.

Concluding the course, module 11 examines the functions and objectives of key account management, in which candidates consider the potential pros and cons of providing certain customers with preferential treatment. The unique challenges of global account management in contemporary sales and marketing are also discussed.