Overview

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Strong customer relationships and effective sales leadership are essential for driving long-term business growth and maintaining competitive advantage. This course explores the strategies and tools required to manage customer interactions, lead high-performing sales teams, and use analytics to improve sales performance and productivity. Learners will gain practical skills in customer follow-up, account management, sales team recruitment, training, and leadership. The course also provides hands-on insights into budgeting, sales forecasting, and performance analysis, enabling participants to make informed decisions that support both customer satisfaction and organizational success. What makes this course unique is its integration of customer relationship management, sales leadership, and analytics into a single learning experience. Through practical frameworks, case studies, and real-world applications, learners will understand how to align team performance with customer retention and revenue growth goals. This course is ideal for sales professionals, account managers, team leaders, business development specialists, and aspiring sales managers seeking to strengthen their leadership and customer management capabilities. Basic knowledge of sales operations or customer service processes is recommended. This course is part of a three-course Specialization designed to provide a comprehensive learning pathway in this subject area. While it delivers standalone value and practical skills, learners seeking a more integrated and in-depth progression may benefit from completing the full Specialization. This Specialization is based on the book Selling & Sales Management, by Lisa Spiller. Copyright ©2022 by Sage Publications Limited. All rights reserved, including rights for text and data mining and training of artificial technologies or similar technologies. Published by Sage Publications Limited, London. Used by arrangement with Sage Publications Limited.

Syllabus

Following Up to Cultivate and Manage Customer Relationships

This module explores ethical sales practices, effective post-sales activities, and strategies for building and managing long-term customer relationships. Learners will discover how to quantify customer value using data-driven methods and implement key account management techniques to enhance client retention and trust.

Recruiting, Training, and Leading Salespeople

This module guides learners through the essential processes of building and managing a high-performing sales team, including recruiting, onboarding, training, and leadership. You will explore effective coaching and mentoring techniques, compensation strategies, and performance metrics to drive motivation and retention. Practical, ethical approaches are emphasized to foster both individual and team success.

Budgeting and Forecasting Future Sales

This module introduces data-driven approaches to sales forecasting and budgeting, highlighting the integration of CRM systems and the use of modern budgeting tools. Learners will explore various forecasting methods, examine factors affecting forecast accuracy, and analyze real-world case studies to enhance their decision-making skills.

Performing Sales Analytics and Tracking Productivity

This module explores how to collect, analyze, and leverage sales data to enhance productivity and inform strategic decision-making. Learners will discover different types of sales analytics, the importance of CRM integration, and methods for evaluating market penetration and sales performance. Real-world case studies and practical examples illustrate how analytics can drive business growth.