The course begins by introducing candidates to the concept of ‘smart selling’ and its applications in a retail management environment. The value and importance of customer-focused selling is also discussed, along with an overview of the sales cycle, how to build better customer relationships and establishing goals using the SPIRIT model.

Module two takes a fascinating look at productivity in a retail setting, offering tips and guidelines for maximising the value of every sale. Candidates explore up-selling, cross-selling and value-added selling, the difference between the customer’s ‘wants’ and ‘needs’, the role of networking in retail sales and the most common mistakes made by salespeople.

Candidates then examine the connection between effective communication and successful sales, along with the concept of relationship selling. Demonstration queues and listening skills are discussed, along with nonverbal communication, the importance of making a good first impression and an additional series of professional networking tips.

The art of effective personal selling is examined in module four, which provides a detailed breakdown of the personal selling process and its component stages. The difference between personal selling and sales promotion is discussed, along with several essential selling theories, that tools used in consumer protection and the qualities of a good salesperson.

In module five, candidates consider the various factors that can affect consumer behaviour, along with why it is important to both study and understand the way consumers behave. The various different ‘types’ of consumers are also discussed, along with a detailed breakdown of the consumer buying process and its five component stages.

Module six examines the challenges associated with difficult customers, guiding candidates through the process of changing unprofitable customers into profitable customers. The importance of offloading customers of no value to the business is also discussed, alongside the challenge of dealing with serial complainers and differentiating services for the most important customers.

Candidates learn how to differentiate between procurement and purchasing in module seven, which details the functions and objectives of effective procurement. Tips and guidelines for developing strong supplier relationships are presented, along with how to select appropriate suppliers, the potential benefits of single sourcing and how to monitor supplier performance.

Module eight provides candidates with a crash-course introduction to inventory management and stock control, covering the various different types of stocks and how to achieve ‘economic order quantity’. Helpful tips for buffering supply and demand are presented, along with the potential costs of carrying stocks and an introduction to ABC Analysis and Periodic Review Systems.