Sales Essentials for Success Brochure

Sales Essentials for Success

www.cranfield.ac.uk/som/ses

+44 (0)1234 754378 vikki.lucas@cranfield.ac.uk

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Sales Essentials for Success

The programme is a balance between the strategic elements required in building, managing and motivating sales teams and the tactical elements required in finding the right customers, qualifying, making proposals, selling and closing the order. This programme provides you with the opportunity to take an in-depth look at your sales organisation, its approach, and to consider the roles and structure using established frameworks and leading business examples.

Who is it for?

What is the course about? The most direct route to rapid profitable growth is through increased sales of existing products and services. However, most sales organisations have grown up in an ad hoc manner and lack focus to succeed. This programme will give you the tools to build and create a sales function that is strategically directed and controlled. You will also gain a fundamental knowledge of the tactics that must be employed on a daily basis to succeed.

The programme is suitable for managers and front line sales people who wish to improve their practical

skills in growing sales profitably.

To book contact: Vikki Lucas T: +44 (0)1234 754378 E: vikki.lucas@cranfield.ac.uk

For more information visit: www.cranfield.ac.uk/som/ses

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What will I get out of it?

Understand how to successfully grow the business and sales profitability; and how to build, manage and motivate your own team. The ability to determine what the optimal sales force looks like for your business, both now and in the future. A practical guide to holding sales meetings, quarterly business reviews and appraising your sales staff. Increased understanding of your customer or client base and how to maximise sales through focussing on key accounts, rising stars and ideal customers. Improved reliability and consistency of your sales forecasts through understanding your sales pipeline and improved qualification.

A sales budget and plan for your business for the following 12 months, a “who, what and when” sales action plan. KPI’s to help you know if you are having a good sales day and creating an actionable plan to ensure sales success. How to recruit excellent sales people, we will help you to avoid recruiting ineffective sales people ever again. How to set targets, incentivise your sales people with straight forward commission, bonus and on target earning schemes. A third development day 3 months after the programme to make sure you are on the right track.

www.cranfield.ac.uk/som/ses

+44 (0)1234 754378 vikki.lucas@cranfield.ac.uk

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Programme structure The Sales Essentials for Success programme is run over three days; an initial two-day residential module, followed by one day to review the progress you have made and further develop your plans to sales success. The first two days are focused on sales development, both strategically and tactically.

Fees All our executive programmes fees include tuition, course materials and accommodation (where applicable). For Cranfield Alumni we offer a 25% discount on the course fee, and we also offer a discount to research club members.

Duration The lengths of each programme vary but are usually delivered between one and ten days. The longer programmes are broken into manageable chunks to help with your busy working schedule.

Please see www.cranfield.ac.uk/som/ses for dates and fees.

“You have re-ignited my sales spark; not as an individual this time, but as a Head of a Sales team. The only thing stopping me now is ‘doing my day job!’ I am so excited about driving the change within TMD that I am unable to stop thinking about it! I now have a framework around which to work.” Nigel Hann Head of Sales, TMD Technologies Ltd

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Duration: Two days residential, plus one review day

Day one

Where are we now? •

Sales growth strategy • Customer relationships. •

Constraints, what is stopping you grow your sales profitably? What does a successful sales activity look like?

Creating customers that feel valued. Building a referral business from Advocates. The importance of referrals. Understanding and tracking the sales PIN. The sales process.

What makes successful businesses grow? The 80/20 rule in sales.

• • •

• • • • •

What is your value proposition? What do your customers really buy from you? What do they want? Building high value relationships. What are your sales levers for profitable growth?

Sales planning •

Introduction to developing your own Sales Budget and Plan for the next 12 months.

Day two

Twenty minute one-to-one (optional) • Sales strategy issues with Jerry Sandys. Marketing • Review of your current marketing tactics. Sales skills •

Sales meeting management, pipeline analysis.

• • • •

Setting targets, commissions, incentives. Sales reporting, daily sales, spreadsheets, forecasting. Quarterly business reviews – template.

CRM - tracking the numbers.

Sales budget and plans •

Developing a sales budget and plan for your organisation.

Building a high performance sales activity.

• •

Attitude. Recruiting.

Motivating your sales people • On target earnings. • Incentives. • Commissions. • Bonuses. Close and actions •

Sales Management •

Review of your current marketing tactics.

• • • •

The role of the Sales Manager.

Understanding your management style.

Appraisals.

Personal actions to undertake before review day.

Setting objectives - measuring and monitoring, objective documents.

www.cranfield.ac.uk/som/ses

+44 (0)1234 754378 vikki.lucas@cranfield.ac.uk

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Programme leader

Jerry Sandys Visiting Fellow

In the last 40 years, Jerry has successfully started and grown five companies.

In the mid-eighties, Jerry’s inspiration was to concentrate on the telecommunications market he thought was about to boom. This led him to form Telecom Design Ltd. in 1987 with an investment of £1000. TDL was a design consultancy specialising in PTT approvals for the deregulated telecommunications market. The TDL shareholder value was realised through a trade sale in 1999.

In 1992, TDC Ltd, a technical Electronic Component Distributor was started alongside TDL. Following impressive growth, turnover increased from £330,000 in 1993 to £6.6m in 1998 and TDC was officially recognised as the 86th fastest growing UK Company in the Sunday Times Virgin Atlantic Fast Track 100.

In 2001, Jerry went back to school, attending the Cranfield Business Growth Programme (BGP) and subsequently the Cranfield Value Forum.

This work resulted in many changes within TDC during one of the toughest downturns in the UK electronics industry. TDC became recognised as the market leader in embedded wired and wireless component distribution and was acquired by the Abacus Group in 2004. Abacus employed 1350 people and becoming part of the group secured the future of TDC by providing the customer reach, geographical scale and the financial resource of a £200M business overnight, not to mention a potential sales team of 165 people. As a Corporate Executive, Jerry was responsible for the group’s Wireless business strategy. This entailed replicating the TDC business model throughout Europe, resulting in successful Wireless businesses in Norway, Denmark, Sweden, Italy, and Germany. Although Jerry is an engineer at heart, his driving passion is for sales and in 2007 Jerry left the corporate world to start a sales management consultancy called Sales Skill Ltd. Sales Skill helps owner-managers to build, manage and motivate their sales teams. In this role Jerry can draw on his experience and mentor owner-managers to achieve their own goals for themselves and their businesses, through growing their sales profitably. Jerry is a Cranfield University Visiting Fellow; he has delivered Sales Essentials for Success since 2003 and has been a regular lecturer on the Cranfield Business Growth Programme (BGP) for 13 years. Jerry is a BGP Counsellor and runs two BGP Clubs based in London and the Home Counties. He is also an active private equity investor.

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www.cranfield.ac.uk/som/ses

+44 (0)1234 754378 vikki.lucas@cranfield.ac.uk

The Cranfield learning environment Our Executive Programmes are held at the Cranfield Management Development Centre. Taking care of your every need We understand that development doesn’t only happen in the lecture room. That is why the Cranfield Management Development Centre provides inviting lounge areas where you can network with your colleagues, restaurants that allow conversation to flow easily as you enjoy the excellent cuisine, and fitness facilities, including a swimming pool, sauna and exercise room, to relax and invigorate you at the end of the day.

To book contact: Vikki Lucas T: +44 (0)1234 754378 E: vikki.lucas@cranfield.ac.uk

For more information visit: www.cranfield.ac.uk/som/ses

www.cranfield.ac.uk/som/em +44 (0)1234 754378

s.brame@cranfield.ac.uk

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Location

How to find us Cranfield School of Management is located about halfway between London and Birmingham, and on the outskirts of Milton Keynes. Junctions 13 and 14 of the M1 are five minutes away and Milton Keynes railway station is 20 minutes by taxi. London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections.

Northampton

Bedford

A428

• Cranfield

A1/M

A421

A5

Luton

A41

A40

M1

Oxford

A420

M25

M40

A34

• Cambridge

Swindon

• Shrivenham

Bedford • M4

• Cranfield London

Milton Keynes •

Heathrow

A436

Oxford •

Luton

Stansted

Shrivenham •

LONDON •

Swindon •

Heathrow

Gatwick

Enquiries T: +44 (0)1234 754378

www.BGPcranfield.co.uk @BGP_Cranfield

E: vikki.lucas@cranfield.ac.uk www.cranfield.ac.uk/som/ses

This programme is provided by Cranfield Management Development Ltd, a wholly owned subsidiary of Cranfield University.

Every effort is made to ensure that the information in this leaflet is correct at the time it is printed. Please check www.cranfield.ac.uk/som/executive for the latest details. Terms and conditions can be found at www.cranfield.ac.uk/som/executivetc

Version 1. June 2018

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