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Certificates: Chief Sales Officer (CSO)" certificate
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Additional Certificates: Certificate "Digital sales and distribution management"
Sales management" certificate
Digital Leadership" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
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Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
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Language of Instruction: German
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Duration: 12 Weeks
Digital distribution and sales management
Digital market strategies & AI (approx. 5 days)
Fundamentals and future fields in digital sales
Market analysis & competition: market positioning (USP), SWOT and buyer behavior
Target groups & persona
Customer centricity: customer orientation as a basis and customer journey map
Sales strategies & channels: Digital sales channels, e-business factors, digital products
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
Lead & sales funnel management: digital lead generation and qualification
Successful selling & customer relationships (approx. 5 days)
Practical skills for the digital sales process
Understanding and planning relationships
Sales psychology: customer needs and requirements analysis and buying motives
New customer acquisition and acquisition - existing customer care: digital strategies and key account management (approx. 3 days)
Sales talks: structure and special features, presentation and argumentation
Benefit argumentation
Enthusiasm characteristics
Conducting negotiations: principles, phases and price negotiations
Closing the sale & follow-up: techniques for closing and follow-up
Customer experience (CX) & complaint management: direct customer contact and dealing with feedback
CRM systems: use for customer management and care
Sales controlling & law (approx. 4 days)
Digital and analog performance measurement and legal protection in sales
Sales controlling: objectives, tasks and instruments of sales controlling
Competition, trademark and commercial agency law
Drafting contracts: general terms and conditions (GTC) and relevant contractual elements
EU product safety regulation: General Product Safety Regulation (GPSR)
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Sales management
Strategy and digital marketing (approx. 3 days)
Foundation for sustainable sales management
Market analysis and trends: agile markets, digitalization and USP development
Customer centricity: customer orientation, customer journey and loyalty
Channels and lead management: multichannel, omnichannel and lead generation
Marketing-sales alignment: optimized cooperation
Artificial intelligence (AI) in the work process
AI in sales: strategic potential and implementation
Presentation of specific AI technologies
and possible applications in the professional environment
Sales performance and organization (approx. 4 days)
Efficient management and structuring of sales
Sales strategy 4.0: adapting to digital requirements
Organization and processes: Efficient structures and interface management
Territory and partner management: Planning and developing territories and networks
Controlling and KPIs: Data-based management and forecasting
CRM strategy: customer relationship management for loyalty
Leadership and psychology in sales (approx. 5 days)
Core competencies for empathic leadership and team dynamics
Leadership role and change: transformation, expectations and authentic leadership
Emotional leadership: sales psychology, motivation and listening
Employee development and promotion: individual needs, challenges and potential (approx. 2 days)
Leadership models: concepts for loyal teams and corporate culture
Team dynamics and conflicts: dealing with low performers, crisis management
Leading at a distance: remote leadership
Personnel, negotiation and law (approx. 3 days)
Skills for recruitment, contracts and legal security
Recruiting and development: employee selection, onboarding and talent development
Consulting and sales: solution selling, needs analysis and value argumentation
Negotiation and closing: advanced strategies and techniques
Presentation and communication: Confident appearance as a manager
Sales law: drafting contracts, GDPR and compliance
Project work (approx. 3 days)
To deepen the content learned
Presentation of the results
Digital Leadership
Challenges of the digital transformation (approx. 2 days)
Digital leadership - big picture
Differentiation between leadership - digital leadership - digital business leadership
VUCA environment / BANI environment
Consequences of digitalization for the market and competition
Customer expectations in the digital age
Challenges in leadership (approx. 4 days)
Leadership - basics
Motivating employees and getting to know employee participation models
Expectations of employees in the digital age
The role of the manager in digital change
Emotional intelligence as a key competence
Determining your own level of digital maturity
Agile leadership in digitalized environments
New Work / Agile Leadership (approx. 2 days)
Work 4.0 - the foundations of a new world of work
The new requirements for self-organization and self-management
Team collaboration in digital times
Forming, leading and developing teams
Virtual leadership
Networking and knowledge management with digital systems
Digital change in the company (approx. 2 days)
Selection and introduction of suitable digital processes, methods and tools
Change and transformation, ambidextrous organization (ambidexterity)
Dealing with employee skepticism during change processes
Determining the digital maturity level of an organization
Artificial intelligence (AI) in the work process / application of key technologies (approx. 2 days)
Presentation of specific AI technologies in the professional environment
Possible applications and practical exercises (prompts)
Effects of generative AI on work
Getting to know and understand blockchain, smart contracts, Internet of Things (IOT), AR/VR
Big data: collecting, analyzing and evaluating data
Business models, goals, strategies, key performance indicators and KPIs (approx. 3 days)
Analyze, plan and design value creation processes and business models
Define key performance indicators for process control
Successfully defining and measuring key performance indicators (KPIs)
Introducing Objectives & Key Results (OKRs) as a new, more agile target system
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the project results
Changes are possible. The course content is updated regularly.
After completing the course, you will be able to plan digital sales strategies in a targeted manner and implement them operationally. You will analyze markets, develop personas and design customer-oriented measures along the customer journey. You will rely on CRM systems, sales controlling and in-depth knowledge of sales psychology, conversation management and customer loyalty. You will also strengthen your leadership skills: you will learn to define key figures, coach teams and select suitable employees. This will enable you to successfully contribute as a specialist or manager in modern, digitally networked working environments.
Employees and prospective managers from all areas who would like to work in sales management in the future, as well as managers who are involved in digitally networked, global work structures and would like to successfully support processes and employees there.
This course qualifies you for a career in sales or distribution and therefore for positions in all companies with a sales department.
Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).