During this intensive three-day programme, managers explore practical, easy-to-apply approaches to managing the sales force strategically and effectively. We will consider sales strategies in many types of industries and we will be happy to discuss any specific issues or problems faced by the participants.

Interactive lecture/discussions, supplemented with study guides, provide the structure for the programme. International case studies and hands-on exercises are used to show how to implement the concepts and approaches. Key points are made clear and relevant by drawing on the experiences of the participants as well as describing real-life illustrations from a variety of industries involving both products and services.

The programme is designed to provide participants with the knowledge and skills to manage the efforts of their sales force so that business objectives are achieved and so that they receive a high return on their sales force resources. An important aspect of the programme is the sharing of experiences among participants during the sessions, exercises and case analyses.

Anyone who manages or expects to manage a sales force will benefit from this programme, including sales managers, marketing managers, general managers and business managers.

In addition, managers who need to understand sales force issues, such as new product managers, will find this programme valuable. Participants in previous programmes have included managers from a variety of industries: business-to-business, consumer, products and services.

Participants in this programme will learn how to:

• transform a sales-oriented organisation into one that is both marketing and sales oriented
• help sales managers and marketing managers work together to create and implement more powerful strategies
• formulate plans and strategies for the sales manager, district manager and sales representative that are effective in achieving business objectives
• apply methods of diagnosing territory sales problems
• target markets and customers
• position products and services
• allocate sales efforts among products, services, markets and customers
• approach negotiations with customers
• identify and sell to key accounts
• evaluate the impact of rewards to the sales force
• manage and motivate sales people to perform at the highest levels