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Sales Management Courses, A Full Guide

Looking for a sales management course that will push you to the limits and propel you up that learning curve for a competitive edge? Get in touch with our expert team today, and see how our unique approach can benefit your team!


Sales are the lifeblood of any business.

Lots of them mean revenue, and revenue is what guarantees your business has a sustainable future. Sales management is pivotal to driving success and achieving your company’s goals.

They form the backbone of any sales-driven enterprise, combining strategy and leadership to maximise the money you make while growing market share.

Okay, the above may sound a bit textbook but nevertheless, it’s true. However, approaches to sales management are always changing as the business landscape evolves, so it’s important to be on your toes.

In a time of maximum disruption, sales managers need to be agile and able to adapt quickly to make the most of opportunities that are out there.

So, let’s get to it; what is sales management, why is it important, and how can a sales management course ensure your sales leadership team is fit for the challenges it faces ahead?

What is sales management?

In a nutshell, sales management is the process of overseeing and guiding sales to achieve a range of targets and objectives. Underpinning these is a desire to increase sales, boost revenue and grow the business.

Sales management is the means by which these goals will be achieved, so it needs to be effective. It will involve a range of elements including planning, organising, directing, controlling and reviewing the sales activities of the company so there’s a lot to juggle.

The sales manager is responsible for managing the entire cycle. This will include making realistic forecasts, predicting sales revenue, selecting and hiring talented sales personnel, and ensuring they receive appropriate training.

Sounds simple, doesn’t it? In reality, it really isn’t. However, it’s definitely doable.

Good sales management requires inspired leadership. Effective sales managers are skilled professionals with exceptional communication and analytical skills.  As with other forms of leadership, sales managers will exhibit the essential leadership qualities of empathy, charisma, bravery, diplomacy and passion.

They may not be Marvel superheroes but don’t tell them that!

Why is sales management important?

Sales management is critical in guiding sales teams towards achieving their goals.

Sales representatives are given achievable targets and a road map that’s aligned with the organisation’s objectives.

This helps to keep sales staff focused and motivated, guiding their activities towards clear goals. It’s a sales manager’s job to keep them on track.

Sales management identifies market opportunities that can positively impact revenue generation. Sales strategies can be developed and then implemented, inspiring the sales team to deliver sales growth and profitability.

Evolving customer needs and market trends are analysed to enable the company to enter new markets, better serve existing markets and expand its customer base. It’s a sales manager’s responsibility to keep all these plates spinning and make sure their team don’t get dizzy while they do.

In a fast-paced business environment, sales management is essential to enable businesses to remain agile, adaptable and competitive.

As you can see, it’s pretty important.

What is the sales management process?

The sales management process includes several key stages.

This includes lead and opportunity management, sales forecasting, as well as reporting. Different motivation techniques will be deployed to empower sales teams to not just meet, but smash their targets.

The primary strategic role of the sales manager includes setting team goals, formulating a strategy to achieve those goals, and then assessing how well that approach is performing.

If the strategy is failing to deliver as expected, sales managers will have the confidence and foresight to adjust. In other words, good sales managers don’t bury their heads in the sand.

A sales manager has a direct impact on the performance of the team, and by using an effective sales management model, its members will understand how to plan and execute sales.

This will help them to prioritise tasks. An effective sales manager should set standards and display appropriate role model behaviour.

What are the four types of sales management?

The sales management approach varies depending on the industry you work in.

Some sectors focus purely on the number of sales, while others concentrate on revenue generation through high-value accounts.

Contrasting approaches require different management skills, so understanding your niche is crucial to your success as a front-line sales professional.

Here are the four types of sales management:

  • B2C Sales Management:

Business-to-consumer (B2C) sales involve providing goods and services directly to customers. B2C-based businesses will usually have a wealth of leads and potential for marketing to consumers using strategies such as digital marketing, social media and events. The principal challenge for these businesses is how to convert those leads into sales.

To achieve more leads, the sales management strategy for these organisations will use a range of techniques, as well as tools like customer relationship management (CRM) software. When used correctly, these tools can help to boost the effectiveness of the sales team when combined with great leadership.

  • B2B Sales Management

Business to Business (B2B) sales management has a longer-term approach, based on building strong relationships with clients. This is because each transaction tends to be larger, making the sales process longer.

Sales managers in B2B businesses will need to develop the relationship-building skills of their team placing the emphasis on sustainable growth. Sales not only need to be made, but relationships need to be built, nurtured and sustained over time.

B2B sales management requires clear, measurable goals for the sales team. Data can be used to track performance and training, and sales management courses can help to increase the performance of the sales team by addressing specific issues.

  • Software as a Service (SaaS) Sales Management

Software as a Service (SaaS) companies develop and sell software and applications online. Usually, this is done on a subscription basis, and the sales process is often remote. Sales are set up and finalised using email, online subscription forms or on the phone.

The role of a sales manager who oversees a SaaS team will usually employ a revenue-orientated style with a strong focus on maximising revenue growth through achieving sales targets. This strongly goal-oriented approach requires effective communication and motivation from sales managers.

Combined with this SaaS sales managers also need to have strong analytical skills, regularly monitoring sales metrics and key performance indicators for insights into how to optimise sales processes and get the best out of their teams.

  • Enterprise Sales Management

Enterprise sales involves selling large-scale corporate solutions to larger companies. Because of the scale of the organisation and the complexity of what is being sold, these large contracts will typically have extended sales cycles. Multiple decision-makers will need to be involved in the sales decision in order for it to be approved. Because of this complexity, the sales cycle can take months or even years.

Sales teams need to be able to develop and maintain relationships with clients, as well as being able to spot opportunities to develop new relationships. They also have to understand how decisions are made in the target organisation and exercise considerable patience in developing the relationship over the longer term.

Each of these sales management approaches is grounded in the practicalities of how organisations operate and conduct business. While there are key differences in each approach there are also some commonalities, techniques and shared principles. These techniques and principles can all be developed in a sales management course.

If you’re serious about sales management and want to ensure your team is continually developing, then a sales management course is essential.

So, what should you expect from a sales management course and what can you learn from one?

What can you learn on a sales management course?

As explained above, sales management is a complex area of business strategy and management. I

t is diverse, and each approach to sales management reflects the priorities of different industries and businesses. It’s also important to remember that not only will distinct industries use contrasting models when it comes to sales management, but how those are applied will reflect the priorities and experience of individual businesses.

A sales management course will typically cover a wide range of skills, competencies and topics that are essential for sales professionals to excel in their roles.

While the specific content may vary, communication skills are critical for anyone working in a sales environment, so most sales management courses will have some focus on developing those.

A sales management course will set out the fundamentals of sales, sales processes and how sales management can help you achieve business goals. Following on from this comes sales strategy and planning. This will focus on developing effective sales strategies, setting realistic but challenging targets and then creating sales plans that will help you achieve them.

A sales management course will also explore sales techniques and strategies, how to negotiate and some best practices for closing deals. Alongside training in how to make sales, a sales management course will look at how to build and maintain strong customer relationships, meet their needs and provide great customer service.

Managing a sales team and ensuring that they are trained, motivated and understand what’s required of them is a key element of sales management training. It will home in on how to recruit the best talent, and then maximise their performance and productivity.  A sales management course may also look at how you make accurate forecasts, develop and then measure the performance of your sales strategies.

Throughout the entire course there may be case studies, real-world scenarios and role-playing exercises that look at how key skills and concepts are applied practically.

In short, a sales management course should equip participants with the skills and knowledge they need to lead successful sales teams and drive revenue growth.

Which sales management courses are the most effective?

There is a wide range of sales management courses available, each of them with different approaches and emphases.

Some have more of a theoretical approach, are classroom-based and set out some clear principles for effective sales management. While these may include some practical experience, they focus more on the theory behind sales management strategies rather than gaining experience.

Other courses take a different approach. These balance business theory with live business experience, providing plenty of opportunities to put ideas into practice. Participants get to work on their sales techniques, develop a deeper understanding of how sales work, and leave feeling more confident and inspired.

Bespoke programmes designed for the particular needs of each business and the individuals involved tend to be more effective than generic ones. While a generic course can give participants a decent grounding in sales techniques, they rarely provide the kind of tailored, in-depth knowledge and skills that bespoke programmes can offer.

Bespoke programmes designed for the specific needs of each business and the individuals involved tend to be more effective in addressing the challenges they face day-to-day and equip them with the sills and tools they need to drive future sales performance.

Sales management courses with Team Academy

At Team Academy, we recognise that sales is not an easy job for easy money, and our sales training reflects that. Whether you’re looking to train your sales team or develop your sales management skills, our bespoke sales management courses provide a frank, direct and highly practical approach.

Unlike generic courses, our programmes are designed to inspire sales teams to develop a unique mind set, while making sure they have a strong foundation in tried and tested best practices.

We understand sales is a science and an art, and our training focuses on where each sales professional stands in relation to both, their goals, and how they can be achieved.

Able to call on many years of experience, Team Academy has a proven track record of inspiring confidence, sharing insights and developing resilience. Our courses equip participants with enhanced communication and negotiation skills, as well as flexibility. Our comprehensive training prepares sales staff to succeed in both the immediate and longer term, transforming your approach and driving results.

Want to learn more about our unique approach to sales training and how we can help your sales team grow and develop in a competitive environment? Keen to understand about leadership training programmes and the role of management in leadership? Team Academy’s years of experience can help answer all your questions!

Contact us today to find out more.

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