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Certificates: Digital Communication" certificate
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: 8 Weeks
Digital communication
Basics (approx. 2 days)
What is "digital communication"?
Differentiation from analog communication
Mixed forms
Advantages and disadvantages of digital communication (always on, data integration, internationalization, interactivity)
What is digital rhetoric?
Text-based, audio-visual and multimedia communication channels and hybrid forms (e-mail, instant messaging, podcasts, etc.)
Legal basics (approx. 1 day)
Media and copyright law
Data protection (DSGVO) and data security
Encryption of data
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Media competence (approx. 1 day)
keywords
algorithms
Recognizing fake news
Confirmation bias
Prompt engineering
Corporate communication (approx. 2 days)
Networked working environments/collaborative working
New Work
Corporate Communication
New, digital corporate models and tools
Digital change in the corporate culture
Social networks
Social intranet
Video conferencing
Customer communication (approx. 2 days)
Meaning and structure of e-commerce
Customer experience (CX)
Medium selection for written customer contact based on customer needs
Communication requirements at the customer touchpoint
Definition and implementation of conversation goals
Successful and active conversation management
Solution-oriented conversation
Saying goodbye at the end of the conversation
Chatbots
E-mails in the digital age (approx. 1 day)
The customer-oriented e-mail
Formulations
Choosing the right writing style
Quick blocks
Spam filter
Video conferences and telephone calls (approx. 3 days)
Preparation for online meetings
Methods and tools for successful
online meetings
Procedures and pitfalls in online calls
Technical framework conditions
The importance of body language, influence of voice, choice of language, facial expressions and gestures
Perception of breathing, voice pitch, articulation and posture as well as personal perception
Active listening
Radiating confidence and competence
Service-oriented greeting, successful and active conversation skills
Invitation, preparation and follow-up (taking minutes)
Conflict management (approx. 1 day)
Causes of a conflict
Conflict models
Obstacles to communication
Stages of conflict management
Roles within conflict management
Shitstorm
Dealing with 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 opportunities for the company
Causes and types of complaints
Understanding customer behavior
Complaint management systems
Psychology of the complaint (approx. 1 day)
Iceberg theory
Relationship levels
Needs pyramid according to Maslow
Reaction to complaints (approx. 0.5 days)
Interpreting complaints and wishes
Tone and voice pitch
Key factors
Processing of complaints (approx. 1 day)
Basic rules for complaints
Processing written complaints
Procedure of a complaint discussion
De-escalation strategies (approx. 0.5 days)
Project work (approx. 1 day)
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
Changes are possible. The course content is updated regularly.
You will gain confidence in communicating with digital communication tools and technologies, and above all you will learn how to communicate in a winning and solution-oriented manner in customer contact. You will also be able to deal with complaints, process them and thus optimize customer satisfaction. You will be able to design complaint management systems and know that the focus here is on increasing customer orientation.
You also know the markets and can assess customers well. You know the right sales strategy for companies, can develop it and implement it successfully with the right measures in the operational business. You will also define key performance indicators and coach your team based on these indicators.
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 employees and prospective managers from all areas who would like to work in sales management 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).