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Certificates: "Retail Ready - Entry into the retail sector" certificate
Certificate "Sales and customer manager"
TOEIC® certificate (Test of English for International Communication) -
Additional Certificates: Certificate "Digital sales and distribution management"
Certificate "Customer service with CRM"
Digital Communication" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
TOEIC®-Test (Test of English for International Communication) -
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: 20 Weeks
Retail Ready - entry into the retail sector
Retail basics (approx. 2 days)
Structure and organization of the retail business
Tasks of the retail trade
Introduction to product ranges
Presentation of goods and prices
Overview: Forms of distribution and sales channels
Product knowledge (approx. 4 days)
Assortment classification
Production and nutrients of food
Textile raw materials and material composition
Labeling and storage (incl. shelf zones, product carriers)
Labeling and care of textiles
Handling packaging and sustainable packaging trends
Promotional placement of special offers
Dealing with unsaleable goods
Legal regulations (LMIV, Price Indication Regulation, textile labeling, etc.)
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies and
Possible applications in the professional environment
Cash register systems and payment methods (approx. 3 days)
Basics of checkout systems
Payment methods, incl. contactless, mobile, digital
Cash register organization and instructions
Cash register training: keyboard, scanner, checkout processes
Cash register accounting and difference clarification
Security features of banknotes
Customer contact and communication (approx. 2 days)
Advising and informing customers
Basis of communication and body language
Complaints, returns and exchanges
Special sales situations (approx. 1 day)
Recognizing and reacting to shoplifting
Dealing with accompanying persons (e.g. children, pets)
De-escalation with difficult customers
Assortment and sales management (approx. 2 days)
Assortment optimization and development
Merchandise management systems (insight and control)
Key sales figures and purchasing behavior
Analyzing customer structure
Inventory management and replenishment processes
Planning sales, income and costs
POS marketing and customer approach (approx. 2 days)
Sales and advertising concepts
pricing policy
Sales promotion
Visual merchandising
Customer loyalty programs
Location-based public relations
Insight into personnel management (approx. 1 day)
Planning personnel requirements and personnel costs
Selection and recruitment of employees
Scheduling and shift models
Project work (approx. 3 days)
To consolidate the content learned
Presentation of the project results
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
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
Business English
General language part (approx. 4 days)
Basic structures of the English language
Tenses (simple, continuous, perfect), questions
Active/passive voice
Adjective/adverb
Modal verbs
Conditional
British and American English
Important idioms
Presenting in English
Communicative part (approx. 5 days)
Establishing and maintaining customer contacts, telephone calls, correspondence
Presentation of business visits
Dealing with complaints
Describing products
Writing letters and emails using common phrases on topics such as orders, quotations
Communicating the hierarchical structure of the company
Artificial intelligence (AI) in the work process
Presentation of specific AI technologies
and possible applications in the professional environment
Business English (approx. 6 days)
Writing business correspondence
Influencing
Professional discussion of topics such as company structure, marketing and sales
Reporting on market analyses, discussion of financial trends
On a business trip: At the reception, in the hotel, in the restaurant
Appearance in meetings
Describing processes and procedures
Conducting negotiations and reaching agreements
Developing and communicating plans/projects
Preparing presentations
English-language job descriptions
Anglo-Saxon application process
Writing the CV
Interview: confident presentation of experience and qualifications
Project work, certification preparation and TOEIC® certification exam (approx. 5 days)
Changes are possible. The course content is updated regularly.
You know sales strategies, can apply them in customer meetings and are familiar with sales law and the maintenance of customer data. You will also gain a holistic understanding of CRM and be able to analyze and optimize customer relationships. As the course progresses, you will also gain confidence in customer communication - both in face-to-face meetings and in correspondence using traditional and modern means of communication and, above all, on the telephone. You will also master essential conversation techniques to conduct successful sales talks and respond appropriately to customer requests and complaints.
You are also familiar with retail operations, handling goods, checkout systems and customers as well as sales promotion measures. You will also be familiar with the basics of sales management and personnel management.
You will also improve your English language skills in a practical way so that you can be successful in the international workplace. The course concludes with the internationally recognized TOEIC® test, which provides you with the best possible proof of your acquired knowledge.
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.
The additional English qualification is useful for anyone for whom a solid command of the English language is important for their professional tasks.
This course qualifies you for a career in sales or distribution and therefore for positions in all companies with a sales department.
With the meaningful TOEIC® test, you also provide a detailed insight into your acquired qualifications in the language environment and thus facilitate your career entry and advancement.
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).