The course begins with an introduction to essential sales skills, including an overview of ‘smart’ selling and customer-focused selling. Each of the four stages of the sales cycle is explored in depth, along with the importance of building good customer relationships and how the classic ‘hard-sell’ approach to sales is becoming increasingly ineffective.

Module two focuses on productivity, providing candidates with helpful tips and guidelines for getting the most out of their work. Techniques for finding new clients and networking efficiently are also discussed, along with the reasons customers make purchases, how to maximise the value of every sale and the 10 most common mistakes made by salespersons.

Candidates then consider how communication skills and interpersonal skills can make all the difference in sales and retail. The importance of building strong working relationships is discussed, along with how to build and expand a professional network, the value of becoming an active listener and how to take control of nonverbal cues and body language.

An introduction to several critical selling theories follows in module four, along with the differences between personal selling and general sales promotion. Candidates study the behavioural equation theory and the buying formula theory, along with the characteristics of the effective salesperson, the tools used in consumer protection and a breakdown of the personal selling process.

Module five brings supplier relations into discussion, guiding candidates through the process of selecting appropriate suppliers and ensuring their consistent performance. The differences between purchasing and procurement are also discussed, alongside a detailed breakdown of the procurement cycle and how to deal with common supplier issues.

Concluding the course, module six provides a detailed introduction to inventory management and its functions in a retail setting. Candidates learn how to buffer supply and demand, while studying the various different types of stock, the true costs of carrying stock, how to choose the right time to place orders and the risks associated with stock shortages.