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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/effective-sales-overview
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课程名称：有效销售概述 课程概述：欢迎来到战略销售管理专业化课程。本课程侧重于提供关于销售规划和管理的概念和实际指导，涵盖销售规划过程的不同阶段，并强调与公司战略的连接。课程内容旨在帮助分析如何按照公司战略指导方针进行销售规划，讨论销售职能及其支持规划过程的模型和框架，包括假设战略指导方针如总收入目标、公司盈利和预期现金流等。这些变量与公司的战略息息相关。 目标受众：本课程面向具有一定销售经验的专业人士，适合最近晋升至管理职位或计划提升销售领域专业技能的人士。学员需要具备商业概念、模型和工具的一般知识，适合商学及其他相关领域如工程、经济学、会计和社会科学背景的专业人士参与。 课程内容涵盖多个行业，包括农业、石油化工、汽车、航空航天、化工、制药、医疗、保险、教育、零售和咨询等，销售专业人士来自各个行业。因此，不同学术背景的学习者都能从中受益，课程通过方法论的视角支持销售规划与管理。 主要学习成果：提升销售规划与管理的能力和技能，通过提供概念、模型、工具和技术，支持销售计划的结构开发，从而促进销售计划的制定与执行。 课程大纲： 1. **有效的销售规划**：探讨销售职能及其与公司战略的关联，分析战略销售规划的关键问题。 2. **战略销售规划**：提供关于销售规划与管理的概念和实践指导，关注与公司战略的对齐。 3. **以客户为中心的销售**：介绍方法和工具，将销售分析与战略分析融趋势结合，确保销售规划与战略指导方针的整合。 4. **战略销售管理实践**：指导学员完成课程最终作业，分析涉及销售相关问题的商业案例。 通过深入的讨论与分析，学员将掌握战略销售管理的基本知识，以有利于其未来的职业发展。
Name:Module 1 - Effective Sales Planning
Description:Welcome to Effective Sales Planning module. This module brings a discussion about the sales functions and their interconnection to the strategy of the company. We’ll analyze the sales functions with a strategic view, in the sense that sales planning and management play a pivotal role to support the achievement of the strategic objectives of the company. Major issues of strategic sales planning are discussed, such as the potential dissonance between marketing and sales areas. We also do a historical perspective of the sales functions, the integration of sales to the strategy, and the sales strategy cycle overview to support the integration. The academic emphasis of this module is, therefore, in the process of improving the awareness about the importance of sales-strategy integration. By being aware of this integration, a sales professional will develop the sales planning process, which eventually will contribute to the whole sales management function.
Name:Module 2 - Strategic Sales Planning
Description:Welcome to Strategic Sales Management specialization. This specialization course focus on providing conceptual and practical guidance on sales planning and management. The development of the specialization goes through the different phases of the sales planning process, keeping attention on the connection to the strategy of the company. Concepts discussed in this specialization aim to support the analyses on how to plan sales in alignment to the strategic guidelines of the company. The sales functions are discussed with models and frameworks that support the planning process, which includes assumptions regarding the strategic guidelines, such as aggregate revenue targets, company’s earnings, and expected cash flow from the company’s operations. These variables are all related to the strategy of the company. The target audience of this specialization include professionals with some experience in sales, they might have been promoted to a managing position recently, or they have plans to improve their expertise in the sales area to apply to more challenging positions in the future. Prerequisite for this specialization is general knowledge of business concepts, models, and tools. Professionals who have concluded undergraduate courses of business administration, and also of different areas of knowledge, such as engineering, economics, accounting, and social sciences. It’s also important to emphasize that sales involve a broad range of areas, there are products and services related to agriculture, petrochemical, automobile, aeronautics, chemical, pharmaceutical, medical, insurance, education, retail, and consulting industries, just to mention some examples. That means sales professionals are from all sectors. Therefore, learners of different academic backgrounds may benefit from doing this specialization, which is structured to support sales planning and management from a methodological standpoint. And this approach applies to a diverse range of sectors. The primary learning outcome of this specialization is the improvement of the sales planning and management competencies and skills, by providing a set of concepts, models, tools, and techniques to support the development of the sales plan, and then the plan implementation and control.
Name:Module 3 - Customer-oriented Selling
Description:Welcome to Customer Centered Selling module.In this module, the focus is on the concepts that contribute to the connection between sales and strategy. One of the top issues in sales planning is the integration to the strategic guidelines of the company. And this module brings a methodological approach of practical methods that contribute to the planning process.How do we do it? By discussing prescriptions and recommendations that apply to methods, tools, and techniques that typically are involved when analyzing strategy. The discussions on the topics related to the strategy go through the lessons of this module, with a sales perspective on sight, which contributes to building the awareness on how to apply the methods to converge sales analyses to strategy analyses. And this academic development is the core focus that supports the integrative approach to sales planning and corporate strategy. The methods discussed in this module relate to the intelligence analysis, which is (or should be) applied in strategy analysis and formulation. Applying these methods with a sales standpoint contributes to the establishment of strategic sales guidelines, and these guidelines support the sales planning process.
Name:Module 4 - Strategic Sales Management In Action: Our Journey Begins
Description:Welcome to Strategic Sales Management In Action – The start of the strategic sales management journey. This module serves as a guideline to develop the final assignment of Course 1: Effective Sales – an overview.In this assignment, the challenge is to analyze the context of a business case that presents sales related issues, due to the strategic challenges that executives of the company have been facing. The case description brings the business context of the company’s sector, which has an ongoing change that impacts the business of printing and graphics machine manufacturer. One of the most relevant impacts is the demand for the manufacturer’s customers, which eventually influences the potential sales of the manufacturer. In a nutshell, the assignment is about the analyses and approaches that would apply to support the sales functions of such a company.
Welcome to Strategic Sales Management specialization. This specialization course focus on providing conceptual and practical guidance on sales planning and management. The development of the specialization goes through the different phases of the sales planning process, keeping attention on the connection to the strategy of the company. Concepts discussed in this specialization aim to support the analyses on how to plan sales in alignment with the strategic guidelines of the company. The sales functions are discussed with models and frameworks that support the planning process, which includes assumptions regarding the strategic guidelines, such as aggregate revenue targets, company’s earnings, and expected cash flow from the company’s operations. These variables are all related to the strategy of the company. The target audience of this specialization include professionals with some experience in sales, they might have been promoted to a managing position recently, or they have plans to improve their expertise in the sales area to apply to more challenging positions in the future. Prerequisite for this specialization is general knowledge of business concepts, models, and tools. Professionals who have concluded undergraduate courses of business administration, and also of different areas of knowledge, such as engineering, economics, accounting, and social sciences. It’s also important to emphasize that sales involve a broad range of areas, there are products and services related to agriculture, petrochemical, automobile, aeronautics, chemical, pharmaceutical, medical, insurance, education, retail, and consulting industries, just to mention some examples. That means sales professionals are from all sectors. Therefore, learners of different academic backgrounds may benefit from doing this specialization, which is structured to support sales planning and management from a methodological standpoint. And this approach applies to a diverse range of sectors. The primary learning outcome of this specialization is the improvement of the sales planning and management competencies and skills, by providing a set of concepts, models, tools, and techniques to support the development of the sales plan structure, which will support the sale plan development.
