Professional Sales Manager

Sales and Marketing October 25, 2025
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Introduction

This certification course is designed to transition high-performing sales professionals into effective **Professional Sales Managers**, equipping them with the strategic and leadership skills needed to drive team success. It moves beyond individual selling skills to focus on the core managerial functions: **Recruitment, Coaching, Performance Management, and Strategic Planning**. Participants will master techniques for sales forecasting, pipeline management, and creating a motivating sales culture. By establishing clear metrics and leveraging data, managers will learn how to consistently hit revenue targets and build a sustainable, high-performing sales organization.

Objectives

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

  • Master the full **Sales Management Cycle**: planning, recruiting, coaching, and performance evaluation.
  • Develop accurate **Sales Forecasts** and implement effective pipeline management processes.
  • Apply advanced coaching techniques to diagnose performance gaps and motivate individual sales reps.
  • Design and execute a structured, performance-based **Recruitment and Onboarding** program for the sales team.
  • Define, track, and utilize key sales metrics and performance indicators (KPIs) for control.
  • Lead effective **Sales Meetings and Training Sessions** that drive skill development and team alignment.
  • Develop and manage **Sales Territories** and quotas to ensure fair allocation and market coverage.
  • Master the skills of conflict resolution and managing difficult conversations with underperforming staff.

Target Audience

  • New or Aspiring Sales Managers
  • High-Performing Sales Representatives preparing for management
  • Sales Team Leaders and Supervisors
  • Business Owners managing their own sales force
  • Regional Sales Directors seeking standardized training

Methodology

  • Group Case Study Analysis of Sales Force Restructuring and Performance Turnaround
  • Role-Playing: Coaching a Sales Rep Using the GROW Model and Managing a Difficult Performance Conversation
  • Individual Exercise: Developing a 6-Month Sales Forecast and Territory Quota Plan
  • Discussions on Ethical Sales Practices and Building a Motivating Team Culture
  • Workshop on Sales Interviewing and Behavioral Questioning Techniques

Personal Impact

  • Acquisition of comprehensive sales leadership and management skills.
  • Increased confidence in recruiting, coaching, and managing a high-performing team.
  • Mastery of strategic planning, forecasting, and resource allocation.
  • Enhanced ability to resolve conflict and manage difficult personnel issues.
  • Clear pathway for career advancement into senior sales leadership.

Organizational Impact

  • Consistent achievement of revenue goals through accurate forecasting and rigorous pipeline management.
  • Higher sales team productivity, engagement, and reduced staff turnover.
  • Improved allocation of market resources through strategic territory design.
  • Faster ramp-up time for new hires through effective onboarding programs.
  • A unified, high-performance sales culture focused on measurable outcomes.

Course Outline

Unit 1: The Role and Foundation of Sales Management

Transition and Planning
  • Defining the shift from individual contributor to strategic **Sales Leader**.
  • Mastering the Sales Management Process: planning, implementation, and control.
  • Developing a clear **Sales Strategy** aligned with overall corporate objectives.
  • Conducting a sales force structure analysis (geographic, product, market).
  • Ethical and legal considerations in sales management and operations.

    • Unit 2: Recruitment and Onboarding Excellence

    Talent Acquisition
    • Developing clear **Role Profiles and Competency Models** for sales positions.
    • Mastering behavioral interviewing techniques for predicting sales success.
    • Designing a structured, performance-based **Sales Onboarding** and ramp-up program.
    • Strategies for attracting and retaining high-potential sales talent.
    • Legal and practical considerations in the termination of underperformers.

      • Unit 3: Coaching and Staff Development

      Performance Improvement
      • Differentiating between training, mentoring, and effective **Sales Coaching**.
      • Applying the **GROW Model** or similar frameworks for structured coaching sessions.
      • Techniques for joint sales calls and providing constructive, actionable feedback.
      • Diagnosing performance issues: skill, motivation, or environmental gaps.
      • Strategies for motivating a diverse sales team and managing high performers.

        • Unit 4: Forecasting, Pipeline, and Territory Management

        Control and Allocation
        • Mastering quantitative and qualitative methods for accurate **Sales Forecasting**.
        • Implementing a rigorous **Pipeline Management** system (stage definition, hygiene, velocity).
        • Principles of effective **Territory Design** to minimize overlap and maximize potential.
        • Setting fair, motivational, and measurable sales quotas for individuals and teams.
        • Leveraging CRM data for pipeline visibility and coaching opportunities.

          • Unit 5: Performance Measurement and Compensation

          Metrics and Motivation
          • Defining and tracking essential sales KPIs (activity, outcome, efficiency metrics).
          • Conducting regular **Performance Reviews** and delivering difficult feedback effectively.
          • Fundamentals of **Sales Compensation** and incentive plan design for alignment.
          • Managing internal conflict, competition, and building a collaborative sales culture.
          • Leading effective and engaging team meetings and sales training sessions.

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