Sales system: from strategy to processes - free course from the Russian School of Management, training, Date: December 3, 2023.
Miscellaneous / / December 07, 2023
How to build and optimize the work of a sales department in a dynamically changing business environment? How to increase sales in difficult economic conditions? What strategy should you choose to increase the number of clients? At the end of the course, you will be able to find answers to these questions and build the most effective sales system.
You will learn:
— Build and optimize business processes.
— Form a sales strategy.
— Monitor the performance of employees.
— Effectively work with the client base.
— Increase customer loyalty.
— Select, implement and use CRM systems.
B2B sales expert. Co-owner of an IT service for sales automation. Implemented 107 sales development projects with growth from 4% to 325%.
Business coach, consultant. Expert practitioner in the field of comprehensive business development, increasing sales and profits. Speaker at industry conferences.
Business coach, consultant. Expert practitioner in the field of comprehensive business development, increasing sales and profits. Speaker at industry conferences.
PhD, business consultant in the field of sales management. Has practical experience in reengineering in the commercial sector and branch development.
PhD, business consultant in the field of sales management. Has practical experience in reengineering in the commercial sector and branch development.
Sales and Marketing Strategy
• Market analysis: capacity, growth rate, number of players, number of buyers.
• Strengths and weaknesses of the company. Required resources and possible risks (SWOT analysis).
• Choosing a company development strategy.
• Basic elements of sales strategy: territories, sales channels, customers.
• Qualitative or quantitative growth. Key drivers of sales development.
• Case: “SWOT analysis of the company.”
• Case: “Identify the most ineffective drivers of sales growth, write 5 ideas on how to improve them.”
• Company sales plan. Analysis of sales history.
• Decomposition of the sales plan at all levels: departments, sales channels, regions, managers, clients.
• Calculation of indicators by stages of the sales funnel.
• Case “Calculation of sales targets, decomposition at all levels.”
• Competitive analysis. Practical instructions: how to find out all the chips of your competitors.
• Selecting a competitive strategy.
• Positioning: why the client should buy from us.
• Development of the company's USP (unique selling proposition). Definition of 15 advantages.
• Drawing up portraits of target groups: who is our client who will buy often and a lot.
• Assortment, pricing strategy. Promotion strategy.
• Case “Competitive analysis, highlighting the key unique advantages of the company.”
• Case “Description of target groups of clients.”
• Distribution strategy. Model selection: we sell directly, through partners or through exclusive distributors.
• Types of sales channels, their pros and cons.
• Criteria for selecting sales channels.
• Assessing the effectiveness of sales channels.
• Case “Selecting priority sales channels.”
Sales department management: goals, objectives, operational control
• Management system and principles: goals, objectives, efficiency factors, systematic approach.
• Specifics of management depending on the sales strategy. Consistency in sales management, management cycle.
• Audit of the sales department: opportunities to increase results in a short time without investment.
• Key rules for developing an effective organizational structure for the sales department.
• Methods of gaining power. Administrative and expert power. Using different employee management styles.
• Algorithms and regulations for the work of employees. Implementation and development of regulations.
• Types of meetings: individual and group. Principles of holding meetings. Setting up a meeting system in the sales department.
• Sales department reporting system.
• Types and types of reports. Setting up a sales reporting system.
• Reporting in messengers.
• Case “Development of a KPI matrix depending on the functionality of managers.”
• Case “Creating a reporting system for the sales department.”
• Quality management system in the sales department.
• What is sales quality and how to measure it?
• Main signs of low quality sales.
• Basic elements of the sales quality management system: standards, training and certification of employees.
• Contents of sales standards. A modern “flexible” approach to the formation of sales standards.
• Digital sales cases and their use in employee training.
• Methodology for developing sales standards using internal company resources.
Sales transformation: optimization of business processes, implementation of CRM systems
• Search for internal reserves for sales growth.
• Using the Deming Cycle (PDCA) to develop the sales team.
• Analysis of a photo report of managers' working day. Correction of bottlenecks in sales business processes based on the results of the analysis.
• Automation of the process of collecting client databases.
• Tools for increasing the number of calls by 2 times without decreasing quality.
• Reducing customer losses due to response times and missed calls.
• Introduction of “prioritization” in working with clients.
• Formation of a sales funnel. Funnel stages. Sales funnel slices.
• Errors when building and working with a sales funnel.
• Quantitative and qualitative indicators of the sales funnel.
• Calculation of sales funnel conversion. Methods for increasing conversion.
• Working with pipeline managers.
• Case “Creating sales funnels for new and current clients, determining quantitative and qualitative indicators.”
• Increased productivity of managers through automation of operational work.
• Specialization and distribution of functions in the sales department.
• Typical business processes in sales departments and highlighting points of efficiency growth.
• Work regulations for employees. Structure of the regulations. Implementation of regulations.
• Customer development tools. Tools for increasing the average check and average revenue per client.
• CRM system: success and failure factors during implementation, audit of the current CRM system.
• CRM selection criteria.
• Key functions of CRM in sales.
• Indicators of an incorrectly configured CRM system.
• IP telephony and necessary integrations.
• Automation of work with the client base in CRM.
• Organization of control of managers using CRM.
• Types of sales reports in CRM.
• Visualization of results using Dash Board.
• Case “Audit of CRM system implementation.”
• Case “Creating a list of reports for display on the Dash Board.”
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