Formation of a highly productive sales team - free course from the Russian School of Management, training 16 hours, date: December 7, 2023.

MBA teacher at Russian School of Management. Organizational psychologist, expert in personnel training and development, building management teams.

PhD, business consultant in the field of sales management. Has practical experience in reengineering in the commercial sector and branch development.

Sales Management in the Digital Age
• Implementation and management of new technology for active B2B sales.
• In what cases to use an active sales strategy in B2B markets: review of cases of successful implementation.
• How the technology of working with B2B clients is changing today and what sales managers need to do in order to develop and implement more modern and effective principles for organizing active sales.
• How to involve current staff in active sales while minimizing risks: key management techniques.
• How the digitalization of communication channels with the client changes the classic stages of sales and what should people know? what the manager should do to optimize business processes for working with clients under the changed realities of B2B markets.
• Planning for the development and attraction of new clients: key stages of working with the client (development and design of active sales, developing contacts and motivations of a potential client, creating experience, researching key client characteristics and a number of others elements).
• Why active sales in an aggressive style and manipulation are becoming a thing of the past like home telephones. How to build a modern active sales methodology and design it to suit the realities of today.
• Outlines of a new profession: manager of active digital sales. Competencies of active B2B sellers: how to design their activities and set conversion parameters for their activities.
• Active B2B sales management system: changes in the functions of the head of the active sales department from an administrator to a performance manager for active sales managers.

Practical customer base management technologies
• Customer segmentation.
• Methods for identifying target client groups that will work with you for a long time and effectively. Criteria for selecting key partners.
• Standards for working with clients.
• 5 main processes of working with the client base. Customer life cycle. Automation of the client base.
• Key indicators of work with clients.
• ABC-XYZ customer analysis as a tool for revenue growth. The company’s share in the client’s portfolio, ways to increase it. Ways to increase LTV and CRR indicators.
• Organization of effective work with new, current and lost clients.
• Dividing work between new and current clients as a reserve for sales growth. Organization of work with new clients. Tools to increase sales of current customers.
• Customer loyalty.
• Dealing with lost clients. Measuring customer loyalty rating using the NPS index. Ways to increase customer loyalty. Why you need to remove bad clients in a timely manner.

Sales personnel: hiring, adaptation, motivation system
• Development of profiles for the position of sales manager (competencies, skills, abilities).
• Is it cheaper to find someone ready with experience or to grow them “from scratch”? What's better?
• Creation of a selling vacancy for a sales manager.
• Peculiarities of hiring and recruiting sales personnel: how to avoid getting a “downed pilot” instead of a “rock star”?
• Recruitment funnel.
• Individual interview.
• Conducting competitions for sales managers.
• Checklists for conducting interviews.
• Case “Development of a profile for the position of sales manager.”
• Case “Creating a sales vacancy template.”
• Using different employee management styles. Control squares.
• Types of meetings and briefings. Principles for conducting meetings and briefings. Setting up a system of meetings and briefings in the sales department.
• Don't want to or can't? How to determine if you are in the “comfort zone” and methods for getting employees out of it.
• In what cases is it necessary to carry out sweeps among personnel and how to do this without causing dysfunction of the entire unit.
• Tools for increasing the efficiency of personal work of sales employees: give them authority!
• Organization of a system of competitions. Types of competitions depending on sales tasks.
• Evaluating the effectiveness of ongoing competitions.
• Types of non-material incentives.
• Competition.
• Case “Creating a complex of non-material motivation.”
• Case “Conducting a briefing.”
• Organization of a quick transition through the adaptation period. Adaptation conditions: how not to lose a soldier in “non-combat” conditions?
• Structure of the training system.
• Creation of a textbook on the company's products and services.
• Sales technology training.
• Career planning system in the company (vertical, horizontal career growth).
• Case “Development of the structure of a textbook on the company’s products and services.”
• Case “Creating a career growth system in a company.”