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Certificates: Digital Communication" certificate
Certificate "Digital sales and distribution management"
Sales management" 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 communication
Basics (approx. 2 days)
What is "digital communication"?
Differentiation from analog communication
Communication channels (e-mail, chat, social media)
Advantages and disadvantages of digital communication (always on, data integration, internationalization, interactivity)
Digital rhetoric and netiquette
Legal foundations and AI (approx. 1.5 days)
Media and copyright law
Data protection (GDPR) and data security
Basics of secure digital communication (e.g. encryption)
Using AI correctly in everyday working life
Media competence (approx. 1 day)
How algorithms work
Recognizing fake news
Confirmation bias
Prompt engineering
Dealing critically with AI-generated content
Corporate communication (approx. 2 days)
Networked working environments/collaborative working
New work and digital collaboration
Corporate communication
Digital corporate models and tools
Digital change in the corporate culture
Social networks
Social intranet
Video conferencing
Customer communication (approx. 2.5 days)
Importance and structure of e-commerce
Customer experience (CX)
Medium selection in digital customer contact
Communication requirements at the customer touchpoint
Definition and implementation of conversation goals
Active and solution-oriented conversation management
Chatbots
AI in customer contact
E-mails in the digital age (approx. 1 day)
Customer-oriented e-mail design
Professional formulations
Choosing the right font style
Use of text modules
Spam filter
AI-supported optimization of emails
Video conferences and telephone calls (approx. 2 days)
Preparation of online meetings
Methods and tools for successful
online meetings
Typical pitfalls in online calls
Technical and organizational framework conditions
Effect of body language and voice in front of the camera
Active listening and controlling the conversation
Radiating confidence and competence
Invitation, preparation and follow-up (taking minutes)
Conflict management (approx. 1 day)
Causes of conflicts
Conflict models
Obstacles to communication
Stages of conflict management
Roles within conflict management
Shitstorms and trolls
Project work (approx. 2 days)
To consolidate the content learned
Presentation of the project results
Complaints management
Introduction to complaint management (approx. 1 day)
Complaints as an opportunity for the company
Causes and types of complaints
Understanding customer behavior
Complaint management systems
Complaints in digital channels (e.g. reviews, social media)
Psychology of the complaint (approx. 1 day)
Recognizing behavioural tendencies
Customer needs and expectations
Relationship levels
Dealing with different types of customers
Reaction to complaints (approx. 0.5 days)
Initial reaction: timing and tonality
Analysis of complaints
Key factors
Complaints handling (approx. 1 day)
Guidelines for the professional handling of complaints and grievances
Procedure of a complaint discussion
Use of AI to support the handling of complaints
De-escalation (approx. 0.5 days)
De-escalation strategies and dealing with difficult customers
Maintaining a professional attitude and setting boundaries
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Digital distribution and sales management
Digital market strategies, customer journey and AI (approx. 5 days)
Fundamentals and future fields in digital sales
Trends in digital sales: platform economics, social commerce, omnichannel sales
Market analysis and competition: market positioning (USP), SWOT and buyer behavior
Target group analysis and persona development
Customer centricity and customer journey mapping
Digital sales strategies and sales channels
Use of digital tools for market analysis and competition monitoring
Support for research, idea development and strategy work using AI-supported tools
Successful selling and customer relationships (approx. 4 days)
Practical skills for the digital sales process
Structure and phases of the digital sales process
Sales psychology: needs analysis and buying motives
Conducting conversations in digital sales situations
Social selling and digital relationship management
Digital tools for preparing sales meetings and presentations
AI-supported analysis of customer needs and meeting preparation
New customer acquisition and acquisition - existing customer care (approx. 4 days)
Digital strategies for acquiring new customers
Inbound and outbound sales approaches
Lead generation and lead qualification
Sales funnel and pipeline management
AI-supported lead analysis and prioritization of sales opportunities
Key account management and strategic customer development
Sales pitches: structure, presentation and argumentation
Benefit argumentation and value selling
Differentiating features in competition
Conducting negotiations: principles, phases and price negotiations
Closing the sale and follow-up in digital sales
Customer experience (CX) & complaint management
CRM systems: use for customer management and care
Digital systems for sales automation and customer analysis
Sales controlling and law (approx. 4 days)
Success measurement and performance in sales
Sales controlling: objectives, tasks and instruments of sales controlling
Key figures and evaluation of sales data
Digital systems for reporting and forecasting
AI-supported sales forecasts and data analyses
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)
Data protection in digital sales (GDPR)
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
Sales management
Strategy and digital marketing (approx. 4 days)
Foundation for sustainable sales management
Market analysis and trends: digitalization and USP
Customer centricity and customer journey
Channels and lead management: multichannel and omnichannel
Marketing-sales alignment
Collaboration between sales, marketing and customer success
Sales funnel and pipeline management
Digital tools and AI for market analysis and strategy
Sales performance and organization (approx. 5 days)
Efficient management and structuring of sales
Sales strategy 4.0
Organization and processes in sales
Territory and partner management
Controlling and KPIs
Data-driven sales and performance management
Sales forecasting and pipeline management
Forecast methods (bottom-up / top-down) and deal evaluation
CRM strategy and management of CRM systems
Customer management
AI-supported sales analyses and forecasts
AI for forecasting, lead scoring and sales management
Leadership and psychology in sales (approx. 4 days)
Core competencies for employee management and team dynamics
Leadership role and change in sales
Motivation and sales psychology
Employee development in sales
Feedback discussions and performance management in sales
Team dynamics and conflict management
Leading at a distance (remote leadership)
Personnel, negotiation and law (approx. 4 days)
Skills for recruiting, closing deals and legal security
Recruiting and onboarding in sales
Employee development and promotion
Consulting and solution sales
Negotiation and closing strategies
Presentation and communication
Sales law, GDPR and compliance
Project work (approx. 3 days)
To deepen the content learned
Presentation of the results
Changes are possible, the course content is updated regularly.
You will acquire comprehensive skills in digital communication and use various communication channels in a targeted and customer-oriented manner. You will conduct conversations confidently, in a solution-oriented manner and in line with the target group - even in challenging situations. You will also be able to handle complaints professionally, apply de-escalation strategies and contribute to increasing customer satisfaction.
You will also be able to plan and implement digital sales processes in a targeted manner. You will develop data-based sales strategies along the customer journey and use modern digital sales instruments and AI-supported tools in a targeted manner. You will also master sales psychology, conversation management and customer loyalty. You will use CRM systems, sales automation and controlling to analyze and optimize your sales results.
You also know markets and customer groups, develop suitable sales strategies and implement them operationally. You define key figures, manage sales processes based on data and lead your team. You will use digital systems and AI-supported analysis tools to plan and optimize sales performance. You will master the basics of modern sales management - from strategy and organization to team leadership, negotiations and customer contact.
This course is aimed at anyone whose daily work involves contact with customers or whose area of responsibility involves external communication.
The course is also aimed at specialists in sales, distribution and customer management as well as prospective managers who would like to take on sales responsibility in the future.
Good communication skills are very important in all professions with customer contact. Your new knowledge will improve your career prospects in the long term.
You will also qualify for a career in sales or distribution and therefore for positions in any company 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).