SALES ESSENTIALS
FOR SUCCESS
Bettany Centre
Entrepreneurship at Cranfield
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SALES ESSENTIALS FOR
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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
• 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 Sales action plan for you and your
business
TO BOOK NOW, CONTACT:
Beth Duff
E: beth.duff@cranfield.ac.uk
T: +44 (0) 1234 754880
PROGRAMME DETAILS
Visit:www.cranfield.ac.uk/som/
growsales
Fee:
£1,350 (additional follow-up day
£600) + VAT
Faculty: Jerry Sandys & Tony Robinson,
Programme Leaders
Duration: 2 days (plus optional review day)
Dates:
19 Feb 2015 (optional review day)
26-27 Mar 2015
16-17 Jul 2015
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?
• What does a successful sales activity
look like?
• 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?
• Customer relationships
• Creating customers that feel valued
• Building a referral business from
Advocates
• The importance of referrals
• The sales process
• Understanding and tracking the sales
PIN
SALES PLANNING WHERE DO YOU
WANT TO GO?
• Introduction to developing your own
Sales Budget and Plan for the next 12
months.
YOUR STAY AT CRANFIELD MANAGEMENT
DEVELOPMENT CENTRE
A QUICK OVERVIEW
• Conference & Training facilities
• 186 Bedrooms
• 27 meeting rooms
• Complimentary internet access
• Networking areas
• Bedfordshire/Buckinghamshire
Location
• Flexible restaurant and function facilities
• Free parking
• Located close to M1, Rail & Airports
• Leisure facilities.
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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
• Sales Tactics issues with Tony
• Developing a Sales Budget and Plan
for your organisation
MARKETING
MOTIVATING YOUR SALES PEOPLE
• Review of your current Marketing
Tactics
• On target earnings
SALES SKILLS
• Commissions
• Building a high performance Sales
activity
• Attitude
• Recruiting
• Incentives
• 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.
PROGRAMME LEADER
TONY ROBINSON
Tony Robinson is a highly
skilled international Sales
Presenter, Coach and Sales
Trainer. He is a sales focused
presenter with over 28 year’s
sales experience. For the last
16 years Tony has worked with
many international companies
in Belgium, France, Germany,
Italy, Spain, The Netherlands USA and
across the UK.
Having presented at sales events,
seminars, kick offs as well as delivering
sales based training programmes for
companies including the BBC,
Cisco Systems, Computer
Associates, Sun Microsystems
and Microsoft, Tony is also a
sought after personal sales
coach to senior executives.
His ability to motivate and
inspire a sales audience
together with a specialist skills in
audience interaction has lead him to be
in high demand across many industry
sectors.
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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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
Bettany Centre
Entrepreneurship at Cranfield
Cranfield School of Management
Cranfield, Bedford, England, MK43 0AL
T: +44 (0)1234 751122
www.cranfield.ac.uk/som/growingbusiness
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