Enhancing Sales Force Performance

Start Date:Feb 8, 2021 End Date:Feb 12, 2021
Last Date for Application:January 25, 2021 Last Date for Early Bird:January 18, 2021
Programme Fee: 135000 INR

Plus, GST

Early Bird Fee:125550 INR

Plus, GST

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Markets are dynamic in nature characterised by intense global competition, pressure on margins, changing customer expectations, fragmented communication channels, proliferating distribution channels and in 2020, the global Covid-19 pandemic. Sales management in such competitive markets and turbulent times has become more of a challenge and a key activity for organisations for developing competitive advantage.

In this dynamic environment, the profile of the sales force has is undergoing a sea change.  The global pandemic has accelerated the adoption of technology and realignment of the distribution function. This has resulted in not only in the shift of focus to selling to the end customer and the retailer as against selling to distributors or wholesalers but also in a change in the nature of interaction with the distributors and wholesalers. The art of sales is moving from product sales to problem solution selling; from offline to online.  Ensuring a high level of performance of the sales force would require the development of new capabilities besides reassessing the capacities of the current workforce. Organisations are also facing challenges in attracting, developing, motivating and retaining performers, and building teams – many of which are virtual. In addition, it is necessary to take a relook at job responsibilities, performance assessment and incentive compensation in a changing environment.

This programme will discuss relevant analytical sales management frameworks and examine their applicability for practical solutions. Managers will be urged to examine novel ways of looking at their sales force and execute strategies that match the realities of the market place.

  • Understanding customers, markets, and organisational processes from a sales management perspective
  • Developing plans for managing the sales force effectively in order to enhance sales productivity and performance in a changing environment
  • Assessing and creating customer value
  • Performance and reward management
  • Building a value-based sales programme
  • Managing and enhancing sales productivity
  • Recruiting and training the sales force
  • IT application in sales force management
  • Transitioning a salesforce to solution selling and to virtual selling
  • Building teams and motivating the sales force
  • Senior and middle level sales managers from FMCG, consumer durables, industrial, financial services, and IT/knowledge sectors.
  • Marketing and commercial managers who are responsible for revenues and field level sales operations.
  • Retail and category managers.
  • Heads of business units, CEOs of small and medium enterprises.
  • HR managers responsible for sales HR processes.


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