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M 102

Augmenting Sales Force Performance

A.Objectives of the course

Developing understanding of the concepts, attitudes, techniques, and approaches required for effective decision making in the Sales management; Developing  skills critical for generating, evaluating, and selecting sales strategies; and enabling participants to appreciate the various sales management practices to make effective decisions

B. Target participants

Middle-level managers engaged in sales management

C. Duration

20 hours (13 sessions of 90 minutes each) over a period two months

D. Pedagogy

Classroom lectures, case discussions, working in groups by students on case

studies and their presentations 

E. Session Details 

Session No.   Topic

1. Introduction to professional sales 


2. The professional selling process

3. SPIN selling

4. Sales force talent management

5. Sales force compensation

6. Sales budgeting, target setting and forecasting

7. Sales force systems

8. Sales force automation

9. Sales force effectiveness

10. Customer relationship management

11. Key account management

12. Ethical selling and sales leadership

13. Right message – right customer – right manner – right relationships

F. Course Director and Core Faculty

Name: Prof. Sandeep Puri

Brief profile

Sandeep Puri is an Associate Professor of Marketing at the Asian Institute of Management, Philippines. With around 26 years of work experience in Industry and teaching, he specializes in Sales and Marketing. He has worked with Novartis and Trident before shifting to academia. He has significant publications, including two publications in Harvard Business Review.  He has more than 75 case study publications with Ivey Publishing, IMD, Lausanne, and WDI Publishing (University of Michigan). He has a book on Sales and Distribution Management co-authored with Still, Cundiff and Govoni (published with Pearson). He has also co-authored a textbook on Global Marketing Management with Keegan (8th edition, published with Pearson). In addition, he also has 10 edited books to his credit.

He is an alumni of IMT Ghaziabad and worked at IMT Ghaziabad for 9 years.