Course Structure

Course Structure

Certified Sales & Marketing Professional (CSMP) is a course in Sales Management & Marketing with an emphasis on real-time application and best practices.

Participants will learn a Sales Strategies & Success Cases used by leading companies in the industry.

Participants will also have the opportunity to undergo application based understanding of concepts that have changed the sphere of Sales & marketing in last few decades..

Relevant areas of psychology will also be covered to provide participants the knowledge and skills to deal effectively with human issues in a work environment.

This course of study will be able to meet the growing needs of the industry for competent Sales & Marketing Professional. Apart from specialized modules which give students a good grounding in

relevant areas of Sales & marketing), modules with Case Studies & psychology will provide

participants with relevant knowledge to improve people management skills, personal lives and overall career performance.

The Certification contains training in life-long skills: essential skills such as problem solving skills, negotiation skills, selling tools & techniques, analytical skills, communication skills and information technology skills are emphasized.

C.S.M.P – Certification Design

 

C.S.M.P – Learning Cycle

 

C.S.M.P – Program Plan

Certified Sales and Marketing Professional
Module 1
Introduction and Orientation
Topic Learning Objectives Focus Areas Methodology
Introductions and Welcome PPT To give trainees an overview of the Training Program and communicate behavioral parameters while in training. Allow Trainees to set ground rules
  • Welcome
  • Participant Introduction
  • Setting Expectations
  • Agreeing on Learning Objectives
PPT
Game

Pair Share

To engage participants, pump up energy and demonstrate simple principles of relating to others.
  • Interpersonal Attitudes
  • Engagement / Interaction
  • Fun
Topic Learning Objectives Focus Areas Methodology
Essentials of Selling To help participants appreciate the process of selling and develop insights and an attitude conducive to selling.
  • Understanding Personality Style – MBTI
  • What Selling is and what it isn’t
  • Understanding needs – what you didn’t know
  • Personality vs Buying
  • Being Proactive
ILT with discussion; PPT; Video; Self Assessment
Assessment To assess the proactive and initiative levels of self and how one relates to others.
  • Proactiveness
  • How I relate to others
Self Assessment

Feedback on scores

Topic Learning Objectives Focus Areas Methodology
Building Rapport To enable participants to build rapport with others and create trust.
  • Non Verbal Communication
  • Matching & Mirroring
  • Pacing & Leading
  • Anchoring Gestures
  • Anchoring Space
  • Articulation Practice
  • Role Plays
  • Games
  • ILT
Topic Learning Objectives Focus Areas Methodology
Self Motivation To equip participants with tools to motivate themselves.
  • Self Talk
  • Visualization
  • Affirmations
ILT with discussion; Video
Activity To help participants experience positive emotions at will.
  • Self Motivation
Emotional Flood Exercise

Module 2
Communication Advantage
Topic Learning Objectives Focus Areas Methodology
Building Rapport To enable participants to build rapport with others and create trust.
  • Non Verbal Communication
  • Matching & Mirroring
  • Pacing & Leading
  • Anchoring Gestures
  • Anchoring Space
  • Articulation Practice
  • Role Plays
  • Games
  • ILT
Topic Learning Objectives Focus Areas Methodology
Self Motivation To equip participants with tools to motivate themselves.
  • Self Talk
  • Visualization
  • Affirmations
ILT with discussion; Video
Activity To help participants experience positive emotions at will.
  • Self Motivation
Emotional Flood Exercise
Certified Sales and Marketing Professional
Module 3
The Science of Persuasion – Why we Buy
Topic Learning Objectives Focus Areas Methodology
Why we buy To help participants understand the process the customer undergoes before making the decision to buy.
  • Emotional Reasons to Buy
  • Logical Reasons to Buy
  • Low Involvement  vs. High Involvement
  • Understanding Needs and Wants
ILT with Discussion, PPT; Group Exercises
Belief – A Salesperson’s most Effective Weapon
Topic Learning Objectives Focus Areas Methodology
Stages of a Sale To help participants understand better the logical stages of a high value sale.
  • Preliminaries
  • Investigating
  • Mind Management
  • Creating Empowering Belief System
  • Huthwaite Research
  • Value Proposition
  • Benefits Retention
ILT with discussion; PPT; Video; Self Assessment
Module 4
Demonstrating Capability & Benefits
Topic Learning Objectives Focus Areas Methodology
Demonstrating Capability & Benefits To help participants understand how they can best demonstrate capability and benefits which they offer.
  • Uncovering Needs
  • CTEN Model
  • Offering Solution and Capabilities
  • Building up “hurt”
  • Healing the hurt
  • Building Pressure to buy
  • Need- Pay Off
PPT; ILT, Discussions, Group Tasks
Activity

Role Plays

To help participants practice the behaviors learned in the module.
  • CTEN Model
Role Plays

Certified Sales and Marketing Professional
Module – 5
Giving Benefits in a High Value Sale
Topic Learning Objectives Focus Areas Methodology
Giving Benefits To help participant understand how best to position the benefits in front of the client in a high value sale.
  • Benefits
  • Traditional Benefit Statements and why they don’t work in high value sales
  • Type A / Type B
  • Too early to convince
ILT with discussion; PPT; Video; Self Assessment
Game

Blind Picasso  

Game to demonstrate how verbal communication works
  • Teamwork
  • Win-Win
  • Leadership
Game

Debrief

Objections – Preventing and Handling
Topic Learning Objectives Focus Areas Methodology
Objections To help participants learn how to deal with objections – before and after they occur.
  • Objections
  • Preventing Objections
  • Paraphrasing
  • Summarizing
  • Effective tools to understand and manage Objections
  • Where We FAIL
  • Advantages
  • Symptoms and Causes
  • Techniques
  • Preframe
  • Reframe
ILT with discussion; PPT; Self Assessment
Closing the Sale
Topic Learning Objectives Focus Areas Methodology
Obtaining Commitment To help participants learn behaviors which would help them close sales.
    • Closing – Why all the good job lost
    • Obtaining Commitment
    • Mistakes to avoid
  • What is closing
  • Closing for real
  • Pressure Tactics
  • Client Sophistication
  • Compulsive Closers
  • Seek – Build –Propose
  • Going one step ahead
  • Negotiations – How to have a win win negotiations
  • Negotiation Mistakes
ILT with discussion; Video
Individual Action Plan Creation
Topic Learning Objectives Focus Areas Methodology
Individual Action Plans To help participants start practicing new behaviors in the real world by developing an Action Plan.
  • Individual Action Plans
  • SPIN Selling
  • Scripts
  • Review by Facilitator
  • Learning Implementation Plan
ILT with discussion; PPT; Role Plays
Game

Case Study

To help participants understand ERB and LRB.
  • Why we buy
Case Study
Group Presentations
Topic Learning Objectives Focus Areas Methodology
Group Presentations To enable participants to put their entire learning in perspective by highlighting what is most relevant to them and would be used.
  • Review of Learning
  • Application Ideas
  • Presentation Skills
  • Individual/ Group Presentations
ILT with discussion and exercises

  • Next Page

Certified Sales and Marketing Professional
Module 6
Introduction and Orientation
Topic Learning Objectives Focus Areas Methodology
New age concepts of marketing Understanding the new age  concepts of marketing
  1. Marketing environment
  2. New Marketing Concept – Mass, Media & Message
  3. Marketing mix & promotion mix
  4. Innovative approach to marketing
  5. Group Activity
ILT

Exercises

Role Plays

Topic Learning Objectives Focus Areas Methodology
Market Segmentation How companies aim the consumer and segment the market to understand them better. To place the product accordingly.
  1. Market Research
  2. Creating Research Reports
  3. Reading Reports
  4. Segmentation
  5. Demographics
  6. Target market
  7. Group Activity
ILT

Exercises

Role Plays

Topic Learning Objectives Focus Areas Methodology
Changing Consumer Behaviour Understanding consumer psyche and the process of their decision before their buy any product.
    1. Buyer behaviour
    2. Age Group Variations
    3. decision making process
  • Product life cycle
  1. Industry Specific Consumers
  2. Loyal Customer
  3. Localized, Indian and International Consumers
  4. Group Activity
ILT

Exercises

Role Plays

Topic Learning Objectives Focus Areas Methodology
Ethics of marketing and competitor analysis To part information on ethical marketing. Also understand how competitor analysis is done and the importance of the it
  1. Ethical marketing
  2. Competitor analysis
  3. Group activity
ILT

Exercises

Role Plays

Module 7
Marketing & Business Plans
Topic Learning Objectives Focus Areas Methodology
Marketing Plan/ Business Plan Understanding how the marketing plan is made, what are the steps involved and structure to presenting a marketing plan
  1. Positioning
  2. Presentations
  3. Brand management
  4. Marketing Plan Basics
  5. Getting the Data right
  6. Creating a Marketing Plan
  7. Marketing Plan for existing businesses
  8. Creating Marketing plans for Starts ups
  9. Projections
  10. Integrated Marketing Communications
  11. Group Activity
ILT

Exercises

Role Plays

Module 8
Digital & Social Media Marketing
Topic Learning Objectives Focus Areas Methodology
Digital Marketing Understanding what is Digital Marketing and how it is impacting the world of marketing
  1. Google Analytics
  2. SEO
  3. Paid Searches
  4. Organic Vs Paid
  5. Understanding reports
  6. Creating Digital Marketing Strategy
  7. Mobile Marketing
ILT

Exercises

Topic Learning Objectives Focus Areas Methodology
Social Media Understanding what is social media and how it is changing the world of marketing and influencing consumer behaviour
  1. Social Media
  2. How it works
  3. Influence on consumers
  4. Group Activity
  5. Unified Marketing
  6. Facebook
  7. Brand Visibility
ILT

Exercises

Module 9
Brand Management
Topic Learning Objectives Focus Areas Methodology
Branding Understanding what is Branding and How organizations create Brand Equity. 1.   Understanding Branding

2.   Brand Enhancement

3.   Creating Brand Afresh

4.   Brand Architecture & Naming

5.   Delivering Brand Promise

6.   Building Brand Portfolio

7.   Success Stories –  Branding

 

ILT

Exercises

Topic Learning Objectives Focus Areas Methodology
Advertising Understanding what is Advertising and how organizations plan and execute their advertising efforts.
  1. Advertising Basics
  2. Budgeting
  3. Choosing the source
  4. Planning Advertising
  5. Influence on consumers
  6. Industry Advertising Patterns
  7. Success Stories – Advertising
ILT

Exercises

Module 10
Product Management & Integrated Marketing
Topic Learning Objectives Focus Areas Methodology
Product Management Understanding what is Product Management and effective product management leads to organizational success.
  1. Classifying New Products
  2. Product Mix
  3. Product Lifecycle
  4. Calculating Demand
  5. Product Pipeline
  6. Creating Product Portfolio
ILT

Exercises

Case Studies

Topic Learning Objectives Focus Areas Methodology
Integrated Marketing Understanding what is Integrated Marketing and how it is changing the world of marketing and influencing consumer behavior.
  1. Understanding Integrated Marketing
  2. Understanding Mass, Media & Media via IM
  3. Creating Campaigns
  4. Business Games
  5. Ideas un-interrupted  
ILT

Exercises

Role Plays

Topic Learning Objectives Focus Areas Methodology
Learning Check and Implementation Plan & CHRMP Certification Exam To enable trainees to consolidate what they have learned and come up with a plan of implementation in their day to day lives
  • Learning Check workshop
  • Consolidation exercise
  • Implementation roadmap
  • Action steps
ILT

Exercises

Role Plays