Effective Sales Management

11 Credits: Business Management & Organization


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Effective Sales Management

Course Level
CPE Credits

11 Credits: Business Management & Organization

Course Description

The sales department must obtain orders from customers as cost-effectively as possible, or else an organization will soon go out of business. In the Effective Sales Management course, we describe every aspect of how to run the department. Topics covered include sales strategy, managing sales opportunities, organizing the department, motivational techniques, salesperson compensation systems, sales forecasting, and the best metrics for the department.

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Learning Objectives

Upon successful completion of this course, participants will be able to:

  • Identify the responsibilities of the sales staff and sales manager.
  • Specify the selling challenges in today’s business environment.
  • Describe the traits of a good salesperson.
  • Identify the situations in which it makes sense to recruit salespeople from competitors.
  • Specify the different types of sales strategies.
  • Identify the contents of a go-to-market plan.
  • Recall the best possible customers for an in-house sales staff.
  • Specify the circumstances under which sales teams should be used.
  • Describe how to grow the customer base.
  • Specify how to calculate the average cost of a sales call.
  • Specify how up-selling and cross-selling are used.
  • Recall the different types of purchases that a customer may make.
  • Recall how a buying center operates.
  • Specify how an internal advocate should be used.
  • Identify the characteristics of an effective sales organization.
  • Recall the situations in which independent sales agents should be used.
  • Recall the process for developing a salesperson job description.
  • Specify how to refine the recruiting for salespeople.
  • Identify how to make salesperson candidates remove themselves from a job selection.
  • Recall the different types of training that can be applied to the sales force.
  • Specify the various steps in the training cycle.
  • Identify the nature of the spacing effect in training.
  • Recall the advantages and disadvantages of centralized training.
  • Specify the differences between leadership and management.
  • Identify the characteristics of someone with a high level of emotional intelligence.
  • Recall the actions that may be taken to enhance a leader’s credibility.
  • Specify the strengths and weaknesses of traits analysis.
  • Identify the events normally included in a coaching session.
  • Recall the characteristics of a sales quota.
  • Specify the characteristics of an incentive system.
  • Identify the characteristics of a bonus payment.
  • Recall the nature of a house account.
  • Specify the characteristics of a 360-degree appraisal.
  • Identify the issues with using growth patterns to forecast sales.
  • State when forecasting based on customer spending works best.
  • Recall the issues with the development of sales forecasts from customer surveys.
  • Specify when to use an extrapolated forecast.
  • Identify when to use a smoothing constant when creating a sales forecast.
  • Recall when to use a moving average forecasting method.
  • Specify the meaning of a correlation coefficient.
  • Identify the causes of a change in revenues.
  • Recall when to use a sales budget that is structured by sales territory.
  • Specify how pacing can be applied to the development of a sales budget.
  • Identify the different metrics that can be used to assess the activities of the sales department.
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Course Specifics

Course ID
Revision Date
February 21, 2024

There are no prerequisites.

Advanced Preparation


Number of Pages

Compliance Information

NASBA Provider Number: 103220

CFP Notice: Not all courses that qualify for CFP® credit are registered by Western CPE. If a course does not have a CFP registration number in the compliance section, the continuing education will need to be individually reported with the CFP Board. For more information on the reporting process, required documentation, processing fee, etc., contact the CFP Board. CFP Professionals must take each course in it’s entirety, the CFP Board DOES NOT accept partial credits for courses.

Meet The Experts

Steven M. Bragg, CPA, is a full-time book and course author who has written more than 300 business books and courses. He provides Western CPE with self-study courses in the areas of accounting and finance, with an emphasis on the practical application of accounting standards and management techniques. A sampling of his courses include the The New Controller Guidebook, The GAAP Guidebook, Accountants’ Guidebook, and Closing the Books: An Accountant’s Guide. He also manages the Accounting Best Practices podcast. Steven has been the CFO or controller of both public and private companies and has been a consulting manager with Ernst & Young and …