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Certificates: Certificate "Digital sales and distribution management"
Certificate "Customer service with CRM" -
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
Customer service with CRM
Basics & Strategic CRM (approx. 2 days)
CRM as a strategic corporate function
Companyblueprint: company processes
CRM vs. pure software solution
Business models & target group analysis (approx. 1 day)
Business models in the CRM environment
Market and target group definition
Personas for a differentiated customer approach
Sales channels in strategic CRM
Customer worlds & individual relationships (approx. 1 day)
Definition of the customer world
Customer journey, customer experience
Customer needs-demands-motives
ERP & operational CRM (approx. 1 day)
Resource planning and business contexts
CRM in the value chain
Synergy between sales, marketing & service
Data protection & GDPR (approx. 1 day)
Data protection
GDPR in marketing
DSGVO practical cases
CRM software systems (approx. 2 days)
Introduction to CRM systems
Implementation of software
Mapping processes, automating workflows
Artificial intelligence (AI) in CRM (approx. 1 day)
Presentation of specific AI technologies
Predictive analytics
Sentiment analytics
AI humanizers for customer loyalty
Analytical CRM (approx. 2 days)
KPIs for measuring success
Data mining, OLAP
SWOT analysis in CRM
Drill-down analysis
Customer Relationship Cycle & Customer Satisfaction (approx. 2 days)
Customer Relationship Cycle
Satisfaction management: NPS, CSAT, KANO & parameters for optimization
Customer acquisition, customer loyalty & increasing profitability (approx. 2 days)
Account-Based Marketing (ABM)
Strategic acquisition processes
Loyalty programs
Increase profitability
Customer communication as a relationship guarantor (approx. 2 days)
Conversational skills and empathy in customer contact
Psychology of customer relationships
De-escalation techniques for critical customer moments
How authentic communication creates long-term relationships
Project work (approx. 3 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 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 also have a holistic understanding of CRM. You are able to analyze and optimize customer relationships.
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 qualifies you for a career in sales or distribution and therefore for positions in all companies with a sales department.
You will also gain in-depth knowledge of customer relationship management (CRM). After the course, you will be able to take on responsible tasks in customer service.
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).