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Certificates: Certificate "Digital sales and distribution management"
"Driving license for digital competence" 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 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
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
Changes are possible. The course content is updated regularly.
After completing the course, you will be able to plan and implement digital sales processes in a targeted manner. You will analyze markets, develop personas and design customer-oriented strategies along the customer journey. You will also have in-depth knowledge of sales psychology, conversation management and customer loyalty. With the use of CRM systems and sales controlling, you will be able to keep track of your successes. After the course, you will be able to apply digital sales strategies effectively and implement them with legal certainty.
You will also gain confidence in communicating with digital communication tools and technologies and, above all, learn how to communicate with customers in a winning and solution-oriented way. Furthermore, you will 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.
This course is suitable for anyone who wants to gain a professional foothold in sales and distribution. The course is also suitable for lateral entrants, e.g. from technical professions.
This course is also aimed at anyone whose daily work involves contact with customers or whose area of responsibility involves external communication.
This course qualifies you for a career in sales or distribution and therefore for positions in all companies with a sales department.
You will also acquire skills in dealing directly with customers.
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).