Setting and Managing the Sales Direction for Success

Training Overview


When did you last assess your sales operation and your sales strategy? In fast changing and challenging markets it is essential that the sales operation is right for the market conditions. Too many organizations fail to recognize this and adapt or adjust their sales team, structure and strategy.


Customers have more choice when looking to buy! Traditional boundaries are no longer what they were, whether because of competitor activity or the growth of technology. It is no longer just good enough to focus on driving your sales force to make more calls and get more sales. The way forward is to combine working smarter with working harder!


This programme looks at the factors to consider and what actions to take to make sure your organisation has the right sales operation and direction to achieve the business objectives. Today the sales operation needs to be dynamic and able to adapt to market forces and needs.


This workshop explores the link between sales and marketing, and the overall sales strategy to use.  From this, you will see the benefits of identifying the sales processes that work, and be able to identify the sales channels to use and the sales structure to support all of this. It is then essential to have the appropriate planning and control system. We explore some of the options available for this and can help you to decide the most appropriate approach. The workshop is highly interactive and practical.  The participants will be working on applying the principles and using the tools for their own businesses. This will enable them to implement many of the key learning points from the workshop immediately.


Training Benefits


By the end of this workshop you will:


  • Understand what to consider when assessing your sales direction and the implications for your choice

  • Have a clear view of the need to link the sales direction with the marketing plan

  • Appreciate how the sales direction needs to be aligned with the organisational culture

  • Understand the business case for adopting a clear sales strategy, whether a Strategic or Key Account strategy or a more general approach

  • Appreciate the implications involved with this strategy and accept the need to change where necessary

  • Recognise the need to consider the sales structure to meet the strategy – and the customer requirements

  • Appreciate the benefits of breaking down the sales process and being able to assess and measure it

  • Understand the need to have a really effective sales control system to give easy monitoring of sales activity and progress

  • Be able to create a detailed sales plan for this sales direction

  • Set clear sales objectives for your teams that are more than just revenue targets

  • Identify the areas to set standards of performance, or key performance indicators, to increase sales effectiveness and success

  • Be able to support the sales people in achieving the sales direction through better communication, direction and coaching


Training outline


  • Introduction and objectives

  • Sales approaches and strategies

  • You cannot set the strategy in isolation

  • Is your organizational culture right for the sales direction?

  • Strategic and Key Account Management

  • A generalist sale approach

  • Sales structure

  • The sales process and why you need one

  • Sales control - The essential management discipline

  • Sales planning

  • Setting and communicating the direction

  • Supporting the sellers

  • Personal action plans


Ideal Attendees


Those responsible to setting, and implementing the sales strategy of the company.  Sales directors, V-P sales, sales managers, principals responsible for business development.  The workshop considers both the strategic thinking and planning and also the things required for implementation of the strategy.




There is no prerequisites for this training.


Training date / Location

3 days (October / November 2015), Vienna, Austria


Training time

9:00 AM - 16:30 PM

Program Language




A certificate attendance with the details of the Training will be issued to all participants who successfully complete the training.



The content of sessions are modified according to the level of the attendees.