Block 1: Basics & Definitions 📌
Core Concepts:
Sales Management = All tasks related to commercial activity: setting
prices, monitoring sales, collecting market information
Sales Force = People whose main job is to sell company products
through direct customer contact
Key Difference: Marketing attracts the market TO the product; Sales
pushes the product TO customers
Objectives (what you're trying to achieve):
Quantitative: Measurable goals like "increase orders by 20%" or
"acquire 50 new customers"
Qualitative: Harder to measure but important, like "improve brand
image" or "enhance customer satisfaction"
4 Levels of Objectives (from top to bottom):
1. General (Top management, long-term strategy)
2. Commercial (Product policy, customer targeting)
3. Sales Force (Prospecting, region efforts)
4. Individual (Per salesperson - these add up to meet team goals)
Types of Sales Teams:
Inside Sales = Phone, email, in-store (no face-to-face visits)
Outside Sales = Physical visits to customers, building trust face-to-
face
5 Sales Force Structures (how you organize your team):
1. Geographic ✓ Clear responsibilities, low travel costs
2. By Products ✓ Deep product knowledge, but ✗ high travel costs
3. By Customers ✓ Better customer understanding, lower costs
4. By Missions = Different sellers specialize (some prospect, some take
orders, some do service)
5. Complex = Combines multiple criteria (sector + product + customer)
for maximum efficiency but can cause conflicts
Block 2: Sales Force Management 👥
This is about HOW managers lead and develop their sales teams.
POAC Framework (Manager's 4 Main Functions):
Pilot = Set objectives and control results
Organize = Distribute and coordinate work tasks
Animate = Mobilize people, train, motivate (note: some versions call
this "Lead")
Lead = Making decisions to achieve objectives
4 Stages of Sales Force Management:
1. Establish Objectives = Set SMART goals (Specific, Measurable,
Attainable, Realistic, Time-bound)
2. Size Sales Force = Calculate how many salespeople you need using
formulas
3. Recruit, Train, Remunerate = Hire, develop, and pay your team
4. Animate & Control = Keep them motivated and check their
performance
Sizing the Sales Force (2 methods to calculate):
Method 1: Total Potential Sales ÷ Productivity per seller = Number of
sellers needed
Example: 5,000,000 DHS ÷ 500,000 per seller = 10 sellers
Method 2: Total visits needed/year ÷ Visits per seller/year = Number
of sellers
Group customers by type → estimate visits → divide by seller
capacity
Recruitment: 4 Steps
1. Reference = Define job needs and ideal profile
2. Search = Post job offers, check applications, use social media
3. Selection = Conduct tests, interviews, make hiring decision
4. Integration = Onboard them into company, team, and training
Training: 4 Types
Institutional: Company history, policy, strategy
Technical: Product/service knowledge (most important!)
Managerial: Time management, teamwork, conflict resolution
Sales Tools: Prospecting techniques, sales methods
Remuneration: 6 Systems (how you pay your salespeople)
Fixed salary only
Commissions only
Fixed + Commission
Fixed + Bonuses
Commission + Bonuses
Fixed + Commission + Bonuses ← Most common to balance security
and motivation
Animation & Motivation Tools (keep them engaged):
Communication: Regular notes, meetings, conferences
Technical Aids: Sales manuals, customer files, product samples
Training: Continuous skill improvement
Delegation: Give them responsibilities and autonomy
Evaluation & Control Methods:
Field Support: Manager visits customer with salesperson to assess
performance
Mystery Shoppers: Check customer satisfaction
Electronic Tools: GPS tracking, performance monitoring
Key Indicators: Conversion rate, prospecting effort, commercial
efficiency
Block 3: Commercial Activity 💼
This is about the actual SELLING process and managing your territory.
3 Phases of Commercial Activity:
1. Prospecting = Find and contact new potential customers, convert
them to buyers
2. Selling = Execute the sale using proper methods
3. After-Sale = Handle complaints, ensure satisfaction, build loyalty for
repeat business
5 Prospecting Methods (ways to find customers):
1. Telephone = Personalized pitch, measurable results
2. Email = Easy setup, good ROI, can segment customers
3. Digital/Social Selling = LinkedIn posts, content sharing, SEO
4. Physical = Face-to-face visits (less common now but still effective)
5. Professional Events = Trade fairs, networking opportunities
The Sales Process: 6 Steps (how to close a sale):
1. Contact = Reach the prospect
2. Discover Needs = Ask questions to understand their problems
3. Argue = Present your solution that fits their needs
4. Handle Objections = Address their concerns ("That's too expensive"
→ explain value)
5. Conclude = Close the deal, get the signature/payment
6. After-Sales = Follow up, ensure satisfaction
Key Negotiation Principle: "The sale starts when the customer says NO" ←
They're negotiating, which means they're interested! Handle objections
properly.
Time Management for Salespeople:
Eisenhower Matrix = Classify tasks as: Important/Urgent,
Important/Not-Urgent, Not-Important/Urgent, Not-Important/Not-Urgent
MoSCoW Method = Must-have (essential) → Should-have (important)
→ Could-have (nice to have) → Won't have (not now)
Sector Management (managing your geographic territory):
Each salesperson gets a sector = geographic area to develop
Manage it by time (organize routes by distance), clients (by customer
potential), or both
3 Tour Circuit Types (route planning):
1. Daisy Tour = Start at furthest customer, visit in petals pattern, return
to center (daily routes)
2. Zigzag Tour = Go to furthest point, visit left/right alternately (linear
areas)
3. Snail/Spiral Tour = Spiral movement from outside in, furthest
customer last (large sectors)