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An introduction to product or service range supported by company data and industry trends


  • An introduction to product or service range supported by company data and industry trends.
  • Describe and explain the key principles and techniques of successful selling relevant to the company.

Ethics of behaviour

Appropriate recruitment and training to develop an efficient sales force.

Supervising, managing and leading the sales force.

Goal setting, managing performance and reward of the sales force

The cold vs warm approach.

The sales cycle: Lead generation, lead nurture, sales

  • Describe the concept of ‘selling through others’ and explain the importance and advantages of using this sales technique. Use relevant examples to enhance your answer.

‘Selling through others’ − the advantages of using different sales channels.

Retailers, wholesalers and other distributors.

Using a sales agent

Organisational examples.

  • Critically Analyse how these principles and techniques contribute to building and managing customer relationships. Use examples from your own organisation as well as from other organisations.

Building and managing relationships.

The relational development model: Exploratory, Basic, Cooperative, Interdependent, Integrated

Organisational Examples.

  • Evaluate sales structures relevant to the product range.

Structures: geography, product and customer-based design.

  • Critically assess the implementation of different sales structures, illustrating with specific organisational examples.

Structures: geography, product and customer-based design.

Organisational Examples

  • Explain sales strategies maximising profitability as a critical element of corporate account management within a defined sales structure.

Calculating margins.

Payment mechanisms and terms.

Client account profitability analysis

Successful pitching and positioning.

Negotiation techniques and tactics: closing sale, handling objections, when to say ‘no’, ethics of behaviour and overpromising.

Exit and terminating relationships.

Successful portfolio management

Performance management

  • Evaluate and recommend how an efficient sales structure can improve financial viability, and assist a strategic advantage over competitors.

Recognise the strengths and weaknesses of the appropriate sales structure. Justify the selected sales structure.

A set of conclusions and recommendations feeding through to an executive summary.

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