IntroductionEligibilityCourse StructureSyllabusExaminationEmployability

Introduction
One of the key areas in business is ‘Sales & Marketing’. Now ‘sales’ is a vast subject and it has its nuances depending on the type of organisation and the kind of products or services that need to be sold. There are also multiple channels for sales adopted by various industries. The target customer also plays an important role in the method adopted for sales.
This program aims to provide the candidate an end to end understanding of the ‘Sales & Marketing’ process and the skills required becoming an effective sales & Marketing professional. This program shall be work integrated and will enable the participant to develop his/her sales & Marketing skills in specific industry domains using multiple channels.
Specific inputs related to specific industry/sector, products & services shall also be provided before commencing the on the job training.

Eligibility

  • Graduates
  • Jr. working professional from sales & marketing function

 

Course Structure
The Diploma in Sales Management will be conducted over a period of 6-9 months and will cover 300 hours of classroom training (20 credits) and 600 hours (20 credits) of on the job training.

Syllabus
The diploma shall consist of five courses of which three core courses shall cover the generic sales subject. The other two courses shall be in the form of electives which shall be industry /channel specific.

Major Subjects:

  1. Basics of sales & the sales process
  2. Selling skills & techniques
  3. Use of Digital Marketing for sales
  4. Electives: (A/B/C/D/E/F)

i) Institutional Sales- Basic

ii) Institutional Sales – Adv.

i) Retail Sales- Basic

ii) Retail Sales -Adv.

i) Channel Sales (Telecom) -Basic

ii) Channel Sales (Telecom) -Adv.

i) Insurance Sales- Basic

ii) Insurance Sales- Adv.

i) Banking Sales- Basic

ii) Banking Sales- Adv.

i) Tele sales -Basic

ii) Tele sales-Adv.

Course Title:  Basics of sales & the sales process

Credits: 4
Total Credit Hours: 60

Introduction and Course Objectives:  This course is meant to give the participant an initial understanding of what is sales, its brief history, types of sales and the processes involved.

Main Concepts:

  • Basics Of sales
  • Types of Sales
  • Market analysis
  • The sales process
  • Learning Objectives:

  • Understand the Definition & brief history of Sales
  • Conduct a market analysis for a specific service/product
  • Be able to describe the Sales process
  • Understand behaviour of buyers
  • Be able to create a promotional strategy
  • Will be able to handle objections effectively
  • Will be able to close a sale
  • Undertake sales follow-ups
  • Course Content:

  • Introduction to Sales
  • Definitions related to Sales
  • Concept & Process of Sales
  • Differences Sales & Marketing
  • Personal Selling
  • Retail/Consumer sales
  • Institutional sales
  • Product Market Analysis
  • Understanding Consumer Behaviours
  • Promotional Strategies
  • AIDAS Theory
  • Selling Cycle
  • Objection Handling
  • Sales Closure
  • Post Sales- Follow -up
  • Method of Teaching:
    Lecture, Discussion, presentation & project work

     

    Method of Assessment & Weightage:

    Assessment Tasks: Written Exam: Project

    Weightage: 70%: 30 %

    Reading Lists & References

    Essential Reading:

    Sales Simplified: Understanding the Basics –  William J. Simpson IV

    Sales Management: Principles, Process and Practice – Bill Donaldson

     

    Suggested Reading :

    Alphabetical Basic Concepts of selling – Dale Brakhage

    Sales Management: Decisions, Strategies, and Cases. 5th Ed. by Still

    Sales Process: Can You Sell Me a Pen?- Darin George

    Course Title: Selling Skills & Techniques

    Credits: 4

    Total Credit Hours: 60

    Introduction and Course Objectives: This course shall educate the participant on the various skill/qualities that need to be imbibed to become a successful sales person.

     

    Main Concepts: Skills required for sales

     

    Learning Objectives:

    • Understand the various skills that are required to be a good sales
    • Improve personal grooming & dressing
    • Make an effective sales presentation
    • Improve communication skills
    • Learn to negotiate

    Course Content:

    • Qualities of a good sales person
    • Developing right attitude for sales
    • Active listening in sales
    • Non verbal communication in sales
    • Personal Grooming and Dressing
    • Goal Setting
    • Making an effective sales presentation
    • Negotiation Skills

    Method of Teaching:

    Lecture, discussion, case studies, presentation, videos

     

    Method of Assessment & Weightage:

    Assessment Tasks: Written Exam, classroom participation

    Weightage: 60 %

    Reading Lists & References

    Essential Reading:

    Be a Sales superstar – Brian Tracy

    Suggested Reading :

    Successful Selling – Brian Tracy

     

     

    Course Title: Use of Social Media for sales

    Credits: 4

    Total Credit Hours: 60

    Introduction and Course Objectives: The objective of this course is to help the participant to specialize in the use of social media for sales promotion.

     

    Main Concepts: Learning the use of social media for sales promotion/ marketing.

     

    Learning Objectives:

    • Define social media; identify its key characteristics and different types.
    • Assess the behavior of customers by their online activity and their response over organization’s social media activity.
    • Plan social media campaigns to supplement other marketing initiatives.
    • Join and promote online communities that involve customers in idea generation, feedback and endorsement.
    • Create engaging account profiles on Twitter, Facebook, Linkedin, YouTube etc.
    • Produce compelling content in the form of blogs/articles, comments, and competitions to increase brand’s presence and engaging the fan/follower base.

     

    Course Content:

    1. Introduction to Social Media
    2. Fundamentals of Facebook, Twitter, LinkedIn
    3. Developing Content for web
    4. Reporting and analytics for social accounts
    5. Online PR and Brand Reputation
    6. Strategic Integration of Social Media into Marketing Plan
    7. Future Digital Trends

     

    Method of Teaching:

    Lecture, case studies, presentations

    Method of Assessment & Weightage:

    Assessment Tasks: Written Exam, Projects

    Weightage: 100%

    Reading Lists & References

    Essential Reading

    Increase Online Sales Through Viral Social Networking: How to Build Your Web Site Traffic and Online Sales Using Facebook, Twitter, and LinkedIn -Stephen Woessner

    Suggested Reading

    Sociable!: How Social Media Is Turning Sales and Marketing Upside Down – Shane Gibson

     

    Course Title: Institutional Sales Basic (Elective)

    Credits: 4

    Total Credit Hours: 60

    Introduction and Course Objectives: The objective of this course is to help the participant to specialize in the area of B2B/institution sales and to gain the various skill & attitude to be successful.

     

    Main Concepts:

    Learning to sell to businesses.

     

    Learning Objectives:

    • Understanding Institutional Sales
    • Be able to generate leads in B2B sales
    • Be able to define entities and terms involved in Selling
    • Be able to describe the selling process
    • Be able to acquire skills required by a B2B sales person
    • Be able to apply the various techniques of selling
    • Be able to successfully closing a sale

    Course Content:

    • Introduction to B2B sales
    • Basics of Institutional Sales
    • Sales Person’s Approach to B2B sales
    • Skills of B2B salesperson
    • Key techniques of sales questioning
    • Proposals to prospects in B2B
    • Unique Selling Proposition for B2B sales
    • Generating Sales Leads
    • SPIN technique in B2B sales
    • B2B sales in Rural setting

    Method of Teaching:

    Lecture, case studies, presentations

    Method of Assessment & Weightage:

    Assessment Tasks: Written Exam, Projects

    Weightage: 100%

    Reading Lists & References

    Essential Reading

    Business Market Management (B2B) : Understanding, Creating, and Delivering Value- James Anderson

    Suggested Reading

    Consultative Selling for Professional Services: The Essential Sales Manual for Consultants and Other Trusted Advisers – Richard White

     

     

    Course Title: Institutional Sales –Advance (Elective)

    Credits: 4

    Total Credit Hours: 60

    Introduction and Course Objectives: The course objective is to help the participant master the concepts of institutional sales and develop the skills & abilities required to sell effectively

     

    Main Concepts: Institutional Sales – Deeper understanding

     

    Learning Objectives:

    • Understand the importance of branding in
    • Learn the technique of key account management
    • Make effective use of digital media in B2B selling

    Course Content:

    • Basics of Business Buying
    • Introduction to Customer experience in B2B Sales
    • Basics of ‘Branding’ in Sales
    • Strategies of ‘Branding’ in Institutional Sales
    • Basics of Relationship Marketing in B2B Sales
    • Criticality of branding in B2B marketing and sales
    • Role of the online branding initiatives and e-mail campaigns in B2B Sales
    • Role of Social Media in B2B Sales
    • Closing the B2B Sale
    • E-mail etiquette
    • B2B Partnerships in Rural Areas

    Method of Teaching:

    Lecture, presentations, exercise

    Method of Assessment & Weightage:

    Assessment Tasks: Written Exam, project work

    Weightage: 100%

    Reading Lists & References

    Essential Reading

    Business Market Management (B2B) : Understanding, Creating, and Delivering Value- James Anderson

    Suggested Reading

    Consultative Selling for Professional Services: The Essential Sales Manual for Consultants and Other Trusted Advisers – Richard White

    Examination
    Students will be assessed on project work and a written examination that will be conducted at the end of the course.

    Employability
    This program will provide for employment opportunities to candidates in all big, medium and small firms.