Professional Development

Price includes refreshments, lunch and course materials.

Level: Foundation

Key issues:

Marketers and sales people are on the same side and should work together towards common business goals. However, it doesn’t always seem this way within the organisation where the relationship is often referred to in warfare terms! This course provides an understanding of the role of professional selling in achieving marketing objectives as well as practical ways that communication can be improved.

The purpose of this course:

Marketing teams will have a better understanding of the key principles of selling, and this will assist them in designing support programmes of sales aids, events and customer-facing communications.

Who this course is for:

This workshop is designed for marketing people who wish to develop their knowledge of the sales process, develop customer relationships and build harmony between sales and marketing teams.

Benefits for your organisation:

Your organisation will benefit by bringing together its sales and marketing teams through establishing common ground and encouraging greater inter-departmental communication. This will boost the overall ‘bottom-line’ contribution of your key teams.

Benefits for you as an individual:

You will explore how breakdown in communications can be avoided between sales and marketing teams. You will also develop an understanding of the relationship between salesperson and customer throughout the sales process, consider the factors that influence sales effectiveness and identify areas of common ground that can be built on for overall success.

You will learn how to:

• Improve your ability to achieve marketing objectives through a more in-depth knowledge of the role of sales
• Identify sales people’s needs at each stage of the sales process
• Identify factors that contribute to sales effectiveness
• Use appropriate behaviours and interpersonal skills to develop sound working relationships with sales team members
• Improve the level of internal communication between marketing and sales
• Improve the level of sales support offered by marketing

Course content:

• The stages of the sales process and the sales cycle
• Information required at each stage
• Factors impacting on sales effectiveness
• The sales wheel – or the marketing mix?
• Conflict – destructive or constructive?
• Effective communication
• Internal marketing and its role in developing relationships
• Two-way communication channels

To take away from the course:

• A framework for the 7 steps of professional selling
• A textbook on outselling your competition

Professional Standards

All of our marketing courses are based on CIM's Professional Marketing Standards, ensuring that marketers at all levels of seniority gain the practical skills that employers require to improve business performance. Review our Professional Marketing Standards framework