Totally revised course to

help you excel in your role!

Improving
Sales Performance
By Implementing Effective Sales Management Best Practice

This practical and interactive

course will focus on:
18 – 22 January 2009
• Building a compelling vision and sales
Madinat Jumeirah (Convention
culture (B2B, direct or retail)
• Recruiting and training a sales team and Centre), Dubai, UAE
developing strong, flexible, skillful sales
leadership
• Building a strategic sales plan and setting
objectives that connect vision to action
• Appraising performance and successfully
Who Should Attend?
motivating a sales team
• Developing robust sales coaching (and feedback) This course is designed to benefit professionals in the
skills and processes following job functions: Business development, sales,
• Rewarding the right behaviours through incentive brand management, marketing, corporate
schemes and communicating positively with your communications, public relations, media,
sales organisation advertising and promotions, marketing and
• Structuring and delivering powerful sales team project management.
meetings
• Effectively managing your sales team and managing However, Improving Sales Performance will
territories and remote staff also benefit Company Directors and General
• Creating customer loyalty and developing and
Managers who want to gain a better
implementing your desired customer experience
understanding of how to improve the sales
• Managing change successfully to integrate your action
performance within their own organisation.
plans from this course

Organised By: Supported by:

www.iirme.com/salesmgmt
Official Regional Recruitment Partner

Dear Sales Professional,
Sales techniques and strategies have constantly been
under review in business with opinions of the most
effective method varying greatly. However, many
techniques in sales have been agreed on across the board
as successful and necessary if one is going to be effective in
a competitive market.
In this course, you will learn both these proven
techniques and new, cutting edge strategies brought to
you in a refreshing, interactive course format.
“Sales are contingent upon the attitude of the salesman,
not the attitude of the prospect.”
- William Clement Stone
As organisations today continually seek improved
customer relationships, higher profits and revenue growth,
your managerial role is that of an effective sales
professional, a brand representative, an excellent
communicator, a human capital manager and at the same
time, someone who is able to deliver outstanding sales
figures to maximise the bottom line!
By attending this course, you will learn to:
• Develop a strategic sales organisation
• Recruit the team and train them for success
• Discover personal management
• Retain the customer
• Enter the new economy
• And much more…
IIR’s Improving Sales Performance is based on best
practice principles of sales management. This course is
unique because it moves away from the conventional
values in sales management techniques to strategic and
organisational competencies which maximise sales
management performance.
Don’t miss this opportunity to take yourself and your
team to the next level of professional selling!
Yours sincerely,
Keith Parker
Conference Manager
P.S. Book before 19 October 2008 and save
US $200!
P.P.S. Bring more of your sales team into the
advanced selling mix and benefit from
extensive group discounts! See back page
for details.
Tel: 971-4-3352437 Fax: 971-4-3352438
About Your Expert Course Leader
Jerry Brown is a Management
Development Consultant with Peters
Management Consultancy (PMC) based
in the UK. His 25 year career in both retail
and direct sales management with several
blue chip British companies has given him
unrivalled expertise in these areas.
Jerry joined PMC in 1997 and is an integral part of their
training and development team with specific responsibility
for senior management development and the recruitment
of sales managers and directors.
Jerry Brown has extensive Middle East experience having
trained Gulf Nationals in the UAE and Saudi Arabia in the
recent past and understands the cultural framework in
which people work in the Gulf to maximise the sales
function.
Jerry is an Executive Coach to chief executive officers and
management in addition to delivering retail and sales
management training courses.
Hear What Past Delegates Have Said About
IIR’s Improving Sales Performance Course
“Puts things in perspective throughout the
sales process”
Khaled El Sadek, Sales Director
Palm Hills Development Co., Egypt
“Excellent communication and presentation”
Hend Abdulrazak, Manager, Sales
Emaar Properties PJSC., UAE
“Fantastic!”
Omar El Dewey, Sales Manager
Sodic Property Services, Egypt
Forthcoming Relevant Events
BC2784 Strategic Quality Management And Business
Performance
2 – 6 November 2008
www.iirme.com/sqm
BC2780 Customer-Driven Selling Skills
16 – 20 November 2008
www.iirme.com/sellingskills
BC2722 Certified Customer Service Manager
15 – 19 February 2009
www.iirme.com/csm2
For more information on any of the above events please contact us
on Tel: 971-4-3352483 or email: info@iirme.com
Web: www.iirme.com/salesmgmt
Improving Sales Performance 18 – 22 January 2009
Course Timings: Registration will take place at 08:00 on the first morning. The course will commence at 08:30 promptly each day. Refreshments will be served
at approx 10:30 and 12:30. Luncheon will be served at 14:30 following close of day.

Day One – Sunday, 18 January 2009 • The sales interview framework

• Short-listing candidates
Developing A Strategic Sales • Making the final selection
Organisation • Planning the induction of a new recruit

Organising Your Sales Force – Roles And Basic Sales Training

Responsibilities • The role of training in the sales force
• Key sales functional activities • Fundamental content for sales training
• Classic sales positions and functions • Developing a basic programme
• Key sales management qualities • Conducting group training sessions
• The power of vision – case studies • Variety in effective training
• What makes compelling vision? • Training “horses for courses”
• The strategic planning process
• The elements contained in the process Field Sales Training
• Mission statements • The nature and purpose of field training
• Value statements and their potential for empowering the • Assessing training needs
sales team • The basic stages of training
• Cascade methodologies – getting the vision out to the • The training audit
sales team – case study • The practicalities of field training

Sales Structures And Organisation

• Planning and preparing the sales organisation Day Three – Tuesday, 20 January 2009
• The characteristics of great sales leaders
• Self assessment exercise Personal Management
• Analysing your current sales force
• Developing the areas of major focus for your sales team Developing Skilful Performance Coaches
to achieve success • Understanding the fundamental principles of
• Developing the sales structure performance coaching
• Evolving sales culture • The coaching process
• The core components of excellent sales culture • Coaching the sales process
• What can ‘derail’ sales culture? • Diagnosing skills gaps
• Case studies of organisations with successful visions and • Coaching contracts
cultures • Giving feedback – the Accord model
• Tracking progress and records
• Consultative planning – skills practice
Day Two – Monday, 19 January 2009 • Sustaining the coaching culture

Recruiting The Team And Training Motivational Sales Management

Them For Success • What is motivation?
• Why do salespeople need motivating?
Recruitment And Selection • Looking at motivational factors
• Overview of the recruitment process • Inspiring practical motivation
• How to identify sales qualities and skills • The join and consult management approach
• Job descriptions and personal specifications
• Sourcing potential applicants for sales positions
• Screening the initial applicants
• Structuring and conducting interviews

Tel: 971-4-3352437 Fax: 971-4-3352438 Email: register@iirme.com Web: www.iirme.com/salesmgmt

Motivating Through Rewards And Incentives
• What are the key options and which would be most
appropriate?
• Developing and implementing motivational rewards
• The key principles of incentive schemes
• Justifying your incentive scheme
Providing Appraisals For Motivation, Training
And Discipline
• What is the objective of appraisals?
• What do you measure and evaluate?
• What are the sources for appraisal criteria?
• Developing an effective appraisal system
• How to operate an appraisal system
• Managing the results
Sales Communication
• The benefit of effective communications
• What tools can be used?
• The future trends of sales communications
Successful Sales Meetings
• Organising and running successful sales meetings
• Making sales meeting presentations
• Brainstorming procedures – when, how and why?
Day Four – Wednesday, 21 January 2009
Retaining The Customer
Developing Lifetime Customer Loyalty
• Excellence in sales process communication
• Fundamental principles of communication
• The essentials of rapport
• The real sales process
• Senses and communication
• Your communication profile
• The human element in the sale
• The buyers perspectives
• Skills practice using the methodology
Measuring Sales Performance
• What information is and isn’t useful for sales teams?
• The MI
• Assessing a sales team – case study
• Feedback and coaching strategies to develop this sales
team
• Managing sales managers’ time
• Model months approach
Tel: 971-4-3352437 Fax: 971-4-3352438 Email: register@iirme.com Web: www.iirme.com/salesmgmt
Day Five – Thursday, 22 January 2009
The New Economy
Creating A Unique Customer Experience
• Case study film of outstanding customer service
experience
• The next stage of economic value
• Creating and implementing your ideal customer
experience
• How the experience drives profit
• How to build on your desired customer experience
• People, place, proposition and delivery
• The customer journey
• The psychology of your customers
• Bringing it all together
Key Account Management
• An introduction to key account management
• Developing key account profiles
• Getting to know all of the buyers
• Relationship building with key accounts
• Key account penetration and development
• Brick-walling strategies
• Managing key accounts
• Setting key account sales objectives
Your Transformational Plan Of Action!
• Creating your action plan from the five days
• Understanding the impact of change, both emotionally
and practically on the team
• Planning the integration
• Communicating your plan and getting buy-in
• Course summary and close
 IIR Middle East certified by

Improving Sales Performance

18 – 22 January 2009 • Madinat Jumeirah (Convention Centre), Dubai, UAE
ISO 9001:2000

FIVE EASY WAYS TO REGISTER

971-4-3352437 971-4-3352438 register@iirme.com

IIR Holdings Ltd. GCS/IIR Holdings Ltd.

PO Box 21743, Dubai, UAE P O Box 13977, Muharraq, Kingdom of Bahrain

www.iirme.com/salesmgmt

For further information and Group Discounts contact

971-4-3352483 or email: info@iirme.com
WEB BC2858
Yes, I want to register for:

Event Dates Price before Price between Price after

2 November 2008 2 and 23 November 2008 23 November 2008

Improving Sales Performance 18 – 22 January 2009 US$ 3,795 US$ 4,095 US$ 4,295
(Save US$ 500) (Save US$ 200)

If you have eight or more delegates who need this training, contact IIR In-House on 971-4-3352439 or inhouse@iirme.com
Course fees include documentation, luncheon and refreshments. Delegates who attend all sessions will receive a Certificate of Attendance.
Personal Details:
Title First Name Surname Job Title Department Email Mobile
1st Delegate
2nd Delegate
3rd Delegate
4th Delegate
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note that full payment must be made upon receipt of the invoice and prior to delegate will be welcome in your place. If this Madinat Jumeirah (Convention Centre)
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event. You can pay by company cheques or bankers draft in Dirhams or US$. Please note be payable. Registrations cancelled less than Tel: 971-4-3668888
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