INTERNATIONAL TRAINING ON SALES MANAGEMENT
COURSE BACKGROUND
Sales are the lifeblood of any commercial organization, directly driving revenue, market share, and profitability. While individual selling skills are crucial, sustainable sales success hinges on effective Sales Management – the strategic planning, execution, and control of a sales force to meet and exceed organizational goals. This involves everything from recruiting and training top sales talent to setting targets, motivating teams, managing territories, leveraging technology, and analyzing performance. Inefficient or ineffective sales management can lead to missed revenue targets, high turnover among sales staff, and a significant competitive disadvantage.
In the dynamic and highly competitive markets across Kenya and East Africa, where customer expectations are evolving rapidly and technological advancements are reshaping buying processes, strategic sales management is more critical than ever. Businesses need leaders who can build high-performing sales teams, adapt to market changes, and consistently drive growth by optimizing their sales operations.
ECAS Institute offers this “Sales Management” course to equip current and aspiring sales leaders, managers, business owners, and marketing professionals with the comprehensive knowledge and practical skills required to effectively lead, motivate, and optimize sales teams for sustained performance and competitive advantage. This program moves beyond individual selling techniques to focus on the strategic and operational aspects of managing a successful sales function.
COURSE OBJECTIVES OF THE TRAINING
Upon successful completion of this course, participants will be able to:
- Understand the strategic role of sales management within the overall business context.
- Develop effective sales strategies and objectives aligned with organizational goals.
- Master the process of recruiting, selecting, and training a high-performing sales force.
- Implement effective sales forecasting and territory management techniques.
- Design and apply appropriate sales force compensation plans and motivational strategies.
- Utilize sales analytics and CRM systems to monitor performance and drive continuous improvement.
- Develop strong leadership and coaching skills to enhance individual and team sales productivity.
- Manage ethical considerations and customer relationship management in sales operations.
- Adapt sales strategies to changing market conditions and technological advancements.
WHAT YOU WILL LEARN
This course will provide you with the comprehensive toolkit to lead and manage a sales force that consistently achieves and surpasses its targets, contributing directly to your organization’s growth. You will learn to:
- Define the sales management process and its link to marketing and overall business strategy.
- Set realistic and ambitious sales goals and objectives.
- Develop robust sales force structures and optimize sales territories.
- Design and implement effective sales recruitment and selection processes.
- Create impactful sales training and development programs.
- Formulate motivating compensation plans and incentive schemes for sales teams.
- Forecast sales accurately using various quantitative and qualitative methods.
- Apply effective coaching and performance management techniques for sales representatives.
- Leverage Customer Relationship Management (CRM) systems for sales planning, tracking, and customer insights.
- Analyze sales performance data to identify strengths, weaknesses, and areas for improvement.
- Manage channel conflicts and optimize sales distribution strategies.
- Address ethical challenges in sales and promote a customer-centric culture.
- Integrate technology and digital tools into modern sales management practices.
DURATION AND PROGRAM
This is a structured, practical training course designed for interactive learning and direct application. The program will feature a blend of expert-led lectures, dynamic group discussions, case studies of successful sales management strategies (including those from leading companies in Kenya and the region), role-playing exercises for coaching and performance feedback, and practical workshops on sales forecasting and compensation plan design. Participants will engage in strategic thinking and problem-solving related to real-world sales management challenges, fostering skills directly applicable to their roles. The specific duration of the course will be communicated upon registration, tailored to ensure comprehensive coverage and the development of actionable sales management expertise.
TARGET PARTICIPANTS
This course is essential for professionals responsible for leading, managing, or strategically influencing sales teams and outcomes. It will particularly benefit:
- Current Sales Managers and Team Leaders
- Aspiring Sales Managers or Supervisors
- Business Owners and Entrepreneurs directly involved in sales oversight.
- Marketing Managers who work closely with sales departments.
- Key Account Managers looking to transition into leadership roles.
- Business Development Managers
- Training and Development Specialists focusing on sales force effectiveness.
- General Managers and Executives who need to understand sales strategy and operations.
TRAINING MODULES
The course is structured into comprehensive modules, guiding participants through the complete spectrum of effective sales management:
| No | Module | Details | |
| 1. | Strategic Role of Sales Management |
This introductory module defines sales management, outlines its strategic importance within the organization, and explains how it aligns with overall business objectives and marketing strategy.
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| 2. | Sales Force Organization and Planning |
This module focuses on designing an effective sales force structure, optimizing sales territories, and developing sales quotas that drive performance.
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| 3. | Sales Force Recruitment, Selection, and Training |
This module covers the critical processes of attracting, selecting, and developing top sales talent to build a high-performing sales team.
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| 4. | Motivating and Compensating the Sales Force |
This module explores various motivational theories and practical compensation structures designed to drive sales performance and retain valuable sales talent.
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MLeading and Coaching the Sales Team |
This module focuses on the leadership skills necessary to guide, coach, and support sales representatives, fostering their growth and maximizing team productivity.
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| 6. | Sales Performance Evaluation and Control |
This module equips participants with methods to measure, analyze, and control sales performance, leveraging data to identify areas for improvement and ensure targets are met.
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| 7. | Technology, Digitalization, and Emerging Trends in Sales Management |
This module explores the impact of technology on sales management, including digital tools, CRM systems, and adapting to new sales environments.
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TRAINING STYLE
The modules will be taught through PowerPoint presentations, and lectures and will include a case study/field visit, breakout sessions, case studies and other interactive discussion components.
The course will also include a few guest speakers, both in person and via Zoom and other online learning platforms for overseas speakers. This provides useful real-world insights alongside the more theoretical aspects of the course.
The conference faculty shall consist of experienced decision makers, as well as practitioners and representatives from established educational and research institutions active around climate change, engineering and international development. Throughout the course, theoretical presentation of concepts will be moderated and more group discussions and plenary engagements will be optimized. PowerPoint presentations will be made by facilitators and resource persons, to highlight key concepts before embarking on group work.
GENERAL NOTES
- Training manuals and additional reference materials are provided to the participants.
- Upon successful completion of this course, participants will be issued with a certificate.
- We can also do this as a tailor-made course to meet organization-wide needs. Contact us to find out more: info@ecasiafrica.org.
- Payment should be sent to our bank account before the start of training and proof of payment sent to: info@ecasiafrica.org.
ABOUT ECAS INSTITUTE
The ECAS Institute designs and delivers independent and targeted training, research, and consulting services. Our work focusses on climate change and resilience building, carbon markets, renewable energy, nature-based solution, biodiversity conservation, agriculture and food systems, We are located in Nairobi Kenya and work across the African region. We have implemented training and research assignments in Kenya, Tanzania, Uganda, South Sudan, Somalia, Malawi, Rwanda, Congo, and South Africa. Globally, we have supported our partners from the UK, Denmark, Italy, Sweden, Germany, and USA.