This is module 3 of 3 of the Certified Sales Executive Exam Preparatory Program. Completing all three modules successfully will result in being awarded the Certified Sales Executive® - CSE® designation by SMEI. This module covers Ethics, the law and sales leadership; Managing Sales Technology and Sales Enablement Successfully; Turning Customer Information into a Winning Sales Strategy; Designing and Organizing the Salesforce; Assessing the Salesforce’s Performance and Coaching for Performance Improvements; and Effectively Leveraging Culture as a Sales Leader.

Content in Module 3:

Ethics, the Law and Sales Leadership

Learning Objectives

• Identify the more common ethical dilemmas that face salespeople, sales managers, and sales executives.
• Distinguish between those organizational policies and practices that support ethical behavior and those that enable unethical behavior.
• Explain how principled leadership can foster a firm’s ethical principles and corporate culture.
• Be able to develop an appropriate course of action when you are personally faced with an ethical dilemma.

Detailed Outline

Video Content

• Ethical Leadership
• Creating Ethical Cultures in Business 
• Ethics: Yes, Even When Nobody is Watching

Managing Sales Technology and Sales Enablement Successfully

Learning Objectives

• Explain what sales enablement is and why sales enablement strategies are essential.
• Explain what salesforce automation technology is and its uses.
• Describe the challenges related to successfully implementing sales technology.
• Describe what sales managers can do to encourage their employees to adopt and effectively utilize sales technology.

Detailed Outline

Video Content

• Sales Influence – Why People Buy
• 6 Sales Tools
• Attitudes toward Digital Technology Adoption

Turning Customer Information into a Winning Sales Strategy

Learning Objectives

• Identify the significant elements of customer data integration.
• Explain how to develop a strategy for customer data integration.
• Understand and apply various types of sales forecasting methods.
• Identify external factors that affect the accuracy of sales forecasting.
• Understand the factors needed to increase the accuracy of the sales forecasting.

Detailed Outline

Video Content

• How to Create a Forecast
• Forecasting Methods
• How to Create a Business Data Report from the US Census

Designing and Organizing the Salesforce

Learning Objectives

• Explain the link between a firm’s goals and the organization of its salesforce.
• Understand that a salesforce can be organized in multiple ways that match the way customers want to buy.
• Explain the advantages and disadvantages of different salesforce organizational structures.
• Describe the various reporting relationships salesforces typically have.
• Understand the advantages and disadvantages of outsourcing a firm’s salesforce.

Detailed Outline

Video Content

• The Definitive Guide to Sales Territory Management
• How to Use Salesforce.com to Plan Territories
• How to Manage Territories and Plan Sales Calls

Assessing the Salesforce’s Performance and Coaching for Performance Improvements

Learning Objectives

• Explain why it is important to evaluate the overall performance of the firm’s salesforce.
• List the advantages and disadvantages of sales, cost, and profit analysis.
• Understand the importance of profitability and the application of ROI and ROAM.
• Explain both input and output objective sales performance measures.
• Explain the differences between performance and effectiveness.
• Compare formal and informal evaluations.
• Describe how a sales manager can implement an effective performance review.

Detailed Outline