Managing a Sales Team

Sales management is a particularly difficult job as it is one of the few relationships in business where the Manager rarely sees the staff. It is usually management at a distance. This often creates motivation and morale problems in the sales team.

At the same time, competition is increasing in all markets as supply outpaces demand and products and services can be quickly copied. Supply is increasingly international so Sales Managers cannot just worry about domestic competition.

Many industries have been deregulated or privatised, and even the government has been forced to become more sales-oriented. The demand for better and better customer service standards, promoted through growing consumer choice.

The sales force is vitally concerned with all these new developments. In some industries (e.g. financial service companies, notably banks and finance companies), many sales managers have been appointed, often by converting existing staff into new job roles within a short time.

With such an important job to do, it is disheartening to see so many sales managers poorly recruited, trained and motivated to perform very complex job roles. They manage more than they lead, and as a result team members sometimes find it difficult to obtain the desired results. In sales management, sales head must lead and not manage and that is the essence of this two-day course.

Today, the marketplace is a huge battlefield. The sales leader must have the ability to provide clear directions and be able to lead his men into battle, not from the back but at the front.

Course Objectives: 
  • To be able to motivate the sales staff.
  • To distinguish the difference between a manager and leader, and the application of proper leadership roles.
  • To apply the various sales planning and reporting forms.
  • To understand territorial managements.
  • To carry out proper staff appraisal programme.
Target Audience: 
Project Manager
Sales Personnel
Course Methodology: 

Presentations, role-plays, group discussion, lectures

Course Outlines: 


To be able to manage a sales team so that they can generate adequate returns to the company.

Module 1 - The Functions & Role of the Sales Leader 

Main functions: 

  • Planning
  • Organising
  • Staffing
  • Directing
  • Controlling 

Other Attributes:

  • Coaching
  • Motivating
  • Counselling
  • Creativity (in making selling exciting for the staff)
  • What is the Sales Leader?
  • Supporting & developing winners.

Module 2 - The Selection Process 

  • The sales personnel selection process
  • The questions that must be answered in evaluating a salesperson selection programme
  • Why a systematic approach to selection is important to salesperson hiring decisions
  • Identify the major selection tools used in staffing a sales force.
  • The correct way to extend an offer of employment or to reject a candidate

Module 3 - Sales Planning & Reporting Forms 

  • The purpose of these forms.
  • The type of forms used:
  • Prospecting form
  • Call objective form
  • Weekly planner
  • Daily sales report
  • Monthly performance review form

Module 4 - Sales Territory Development 

  • The nature of territory management
  • Sales territory design
  • Procedures for developing territories
  • Operating the territory management system

Module 5 - Motivating the Sales Team 

  • Are you a manager or a leader?
  • Important ingredient of good leadership.
  • The various type of motivational approach:
  • Achievement
  • Recognition
  • The work itself
  • Responsibility
  • Advancement/Personal growth.
  • Applying motivational re-inforcers on your sales team.

Module 6 -Developing A Sales Compenstation Plan 

  • Know the 5-step process to developing a SC plan.
  • Be aware of the various type of selling costs.
  • The three methods of compensation
    • Salary-based
    • Commission-based
    • Bonus-based
  • The various type of commission payable to sales people

Module 7 - Sales Leader and Supervision 

  • Understand the elements of sales motivation
  • Outlining the basic concepts of sales leadership
  • The five types of leadership roles.
  • The four types of leadership styles 

Module 8 - Planning & Control

  • Major problems in planning
  • A systematic approach to planning
  • The five stages of a sales plan
  • Evaluating sales staff efficiency rate.
  • The 10-step decision-making model in sales planning
  • The four strategies to sales growth
  • Applying the Monthly Performance Review (MPR).

Module 9 - Sales Evaluation (Staff Apprisal) 

  • Reasons for sales evaluation
  • The two type of standards in sales evaluation.
  • Understand the meaning of input measures.
  • Understand the meaning of output measures.
  • Information sources for evaluation
  • Methods of sales evaluation.
  • Applying the developing plan for the sales personnel.
  • Guidelines for sales evaluation interviews.

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Contact Us

Email: [email protected]

Jimmy Ong Tel: ‭+60 16 216 1383‬ (Call on Whatsapp for free)