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

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	Marketing environment New Marketing Concept – Mass, Media & Message Marketing mix & promotion mix Innovative approach to marketing 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.	Market Research Creating Research Reports Reading Reports Segmentation Demographics Target market 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.	Buyer behaviour Age Group Variations decision making process Product life cycle Industry Specific Consumers Loyal Customer Localized, Indian and International Consumers 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	Ethical marketing Competitor analysis 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	Positioning Presentations Brand management Marketing Plan Basics Getting the Data right Creating a Marketing Plan Marketing Plan for existing businesses Creating Marketing plans for Starts ups Projections Integrated Marketing Communications 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	Google Analytics SEO Paid Searches Organic Vs Paid Understanding reports Creating Digital Marketing Strategy 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	Social Media How it works Influence on consumers Group Activity Unified Marketing Facebook 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.	Advertising Basics Budgeting Choosing the source Planning Advertising Influence on consumers Industry Advertising Patterns 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.	Classifying New Products Product Mix Product Lifecycle Calculating Demand Product Pipeline 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.	Understanding Integrated Marketing Understanding Mass, Media & Media via IM Creating Campaigns Business Games 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