SALES ESSENTIALS
FOR SUCCESS
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SALES ESSENTIALS FOR
SUCCESS
www.cranfield.ac.uk/som/growsales
For anybody in a growing business who is responsible for
the sales function.
The Sales Essentials for Success
programme is a residential course run
over two days with an optional third day 3
months later to review the progress made
and further develop your plans to sales
success. The first two days are focused
on sales development, both strategically
and tactically.
The programme is suitable for managers
and front line sales people who wish to
improve their practical skills in growing
sales profitably. 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. WHAT IS IT ABOUT?
The most direct route to rapid profitable
growth is through increased sales of
existing products and services. However,
most sales organisations have grown
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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.
WHO IS IT FOR?
This programme is ideally suited to
owners and managers who have a
responsibility to be customer facing whilst
trying to build, manage and motivate a
sales team in a growing business.
WHAT WILL I GET OUT OF IT?
• You will understand how you can
successfully grow your business and
sales profitability, apply new insights
and 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
TO BOOK NOW, CONTACT:
Sarah Brame
E: s.brame@cranfield.ac.uk
T: +44 (0)1234 754378
PROGRAMME DETAILS
• A sales budget and plan for your
business for the following 12 months,
a “who, what and when” sales action
plan
Visit:
• KPI’s to help you know if you are
having a good sales day and creating
an actionable plan to ensure sales
success
2016 Fee: £1450 + VAT
(£650 + VAT optional review day)
• 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 Sales action plan for you and your
business
www.cranfield.ac.uk/som/
growsales
2015 Fee: £1350 + VAT
(+£600 + VAT optional review day)
Faculty:
Jerry Sandys
Programme Leader
Duration: Duration to 2 days (+ 1 day
optional review day)
Dates:
12-13 Nov 2015 (+ 18 Feb 2016)
17-18 Mar 2016 (+ 2 Jun 2016)
14 -15 Jul 2016 (+ 13 Oct 2016)
Fees include tuition, course materials, full
board accommodation and lifelong access to
The Cranfield School of Management Alumni
Network.
• An optional third development day 3
months after the programme to make
sure you are on the right track.
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THE FOLLOWING TOPICS WILL
TWO DAY
DAY ONE
MORNING SESSION
AFTERNOON SESSION
WHERE ARE WE NOW?
SALES GROWTH STRATEGY
• Constraints, what is stopping you
grow your sales profitably?
• Customer relationships
• What does a successful sales activity
look like?
• What makes successful businesses
grow?
• Creating customers that feel valued
• Building a referral business from
Advocates
• The importance of referrals
• The 80/20 rule in sales
• The sales process
• What is your value proposition?
• Understanding and tracking the
sales PIN
• 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 WHERE DO YOU
WANT TO GO?
• Introduction to developing your own
Sales Budget and Plan for the next
12 months.
MY CRANFIELD
EXPERIENCE
“As a small business, it has been great to see how the
problems and challenges that we have are the same as
all other businesses of every size and that the solutions
are all within reach.”
RICHARD PARSONS
FOUNDER,
BUILDING REPUTATIONS
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BE EXPLORED DURING THIS
PROGRAMME:
DAY TWO
MORNING SESSION
AFTERNOON SESSION
OPTIONAL 20 MINUTE PREBOOKED 121’
SALES BUDGET AND PLANS - HOW
ARE WE GOING TO GET THERE?
• Sales Strategy issues with Jerry
• Developing a Sales Budget and Plan
for your organisation
• Sales Tactics issues with Tony
MARKETING
• Review of your current Marketing
Tactics
SALES SKILLS
• Building a high performance Sales
activity
• Attitude
• Recruiting
MOTIVATING YOUR SALES PEOPLE
• On target earnings
• Incentives
• Commissions
• Bonuses
CLOSE AND ACTIONS
• Personal actions to undertake before
Review Day.
SALES MANAGEMENT
• The role of the Sales Manager
• Understanding your management style
• Appraisals
• Setting objectives - Measuring and
monitoring, OD’s
• Sales Meeting Management, Pipeline
Analysis
• Setting targets, commissions,
incentives
• Sales Reporting, Daily Sales
spreadsheet, forecasting
• Quarterly Business Reviews - Template
• CRM – tracking the numbers.
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PROGRAMME LEADER
JERRY SANDYS
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
and Development 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
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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 the Cranfield
Sales Masterclass since 2003 and has
been a regular lecturer on the Cranfield
Business Growth and Development
(BGP) Programme 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.
YOUR STAY AT
CRANFIELD MANAGEMENT
DEVELOPMENT CENTRE
A QUICK OVERVIEW
• Conference & Training facilities
• Flexible restaurant and function facilities
• 186 Bedrooms
• Free parking
• 27 meeting rooms
• Located close to M1, Rail & Airports
• Complimentary internet access
• Leisure facilities.
• Networking areas
• Bedfordshire/Buckinghamshire
Location
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YOUR CRANFIELD
EXPERIENCE STARTS HERE
PROGRAMMES FOR GROWING BUSINESSES:
• Business Growth & Development
Programme (BGP) – for ambitious
owner-managers who want to create
a different and better future for their
business and themselves
• Finance Fundamentals – for
managers in growing businesses
who need some familiarity with
finance.
• Essential Management – provides
new and experienced managers in
growing businesses with the toolkit
of skills to become commerciallyfocused, confident members of the
senior team
Cranfield School of Management
Cranfield, Bedford, England, MK43 0AL
T: +44 (0)1234 751122
www.cranfield.ac.uk/som/growingbusiness