The most direct route to rapid profitable growth is through increased sales of existing products and services. However, most sales organisations have grown up in an ad hoc manner and lack focus to succeed.

This programme will give you the tools to build and create a sales function that is strategically directed and controlled. You will also gain a fundamental knowledge of the tactics that must be employed on a daily basis to succeed.

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Programme information – Face-to-face

  • Dates
    • 25 Nov 2024
    • 30 Apr 2025
    • 24 Nov 2025
  • Duration2 + 1 days
  • LocationCranfield campus
  • Cost£2,450 + VAT, including accommodation

Module dates

The programme modules run on the following dates:

March 2024
November 2024 April 2025  November 2025 
Module 1
4-5 March 2024
25-26 November 2024 30 Apr 2025 - 01 May 2025 24-25 November 2025 
Module 2 15 May 2024
20 January 2025 09 June 2025 19 January 2026 


What you will learn

  • A Sales plan for the next financial period, a clear set of measurable actions that determine the sales activities required to achieve the agreed results.
  • Understand how to successfully grow the business and sales profitability; and how to build, manage and motivate your own team.
  • The ability to determine what the optimal sales force looks like for your business, both now and in the future.
  • A practical guide to holding sales meetings, quarterly business reviews and appraising your sales staff.
  • Increased understanding of your customer or client base and how to maximise sales through focussing on key accounts, rising stars and ideal customers.
  • Improved reliability and consistency of your sales forecasts through understanding your sales pipeline and improved qualification.
  • KPI’s to help you know if you are having a good sales day and creating an actionable plan to ensure sales success.
  • How to recruit excellent sales people, we will help you to avoid recruiting ineffective sales people ever again.
  • How to set targets, incentivise your sales people with straight forward commission, bonus and on target earning schemes.
  • A third development day 3 months after the programme to make sure you are on the right track.

Core content

The programme starts by analysing the sales numbers achieved over the last year or two and then starts defining what the outcome of the next 12 months should be, either by team or individual.

The programme is practical and based heavily on objectives and actions that drive results. The participant will leave with a clear understanding of the strategic elements required in building, managing and motivating sales teams and the tactical elements required in finding the right ideal customers, qualifying, making proposals, selling and closing the order.

The outcome of the programme is a written personal Sales Budget and Plan for the next 12 months or the next financial year, whichever is appropriate. The plan creates a Who, What and When set of actions and sets targets for Revenue and Gross Profit by key accounts, rising stars and determines the new business required to achieve the desired result.

This programme provides you with the opportunity to take an in-depth look at your sales organisation, its approach, and to consider the roles and structure using established frameworks and leading business examples.

Who should attend

The programme is suitable for anyone responsible for achieving the sales numbers within a growing business. This maybe the owner manager, a sales manager or front line sales people who wish to improve their practical skills in growing sales profitably.

Programme structure

The Sales Management for Growing Businesses programme is run over three days; an initial two-day residential module, followed by one day to review the written Sales Budget and Plan and further develop your plans to sales success. The first two days are focused on sales development, both strategically and tactically.

Day one

Where are we now?

  • Constraints, what is stopping you grow your sales profitably?
  • What does a successful sales activity look like?
  • How well have you been doing over the last 12 months
  • What would a good result be in 12 months time?
  • What makes successful businesses grow?
  • The 80/20 rule in sales.
  • What is your value proposition?
  • What do your customers really buy from you? What do they really want?
  • Building high value relationships.
  • What are your sales levers for profitable growth?

Sales growth strategy

  • Customer relationships.
  • Creating customers that feel valued.
  • Building a referral business from Advocates.
  • The importance of referrals.
  • The sales process.
  • Understanding and tracking the sales PIN.

Sales planning

  • Introduction to developing your own Sales Budget and Plan for the next 12 months.

Day two

Twenty minute one-to-one (optional)

  • Sales strategy issues with Jerry Sandys.


  • Review of your current marketing tactics.

Sales skills

  • Building a high performance sales activity.
  • Attitude.
  • Recruiting.

Sales Management

  • Review of your current marketing tactics.
  • The role of the Sales Manager.
  • Understanding your management style.
  • Appraisals.
  • Setting objectives - measuring and monitoring, objective documents.
  • Sales meeting management, pipeline analysis.
  • Setting targets, commissions, incentives.
  • Sales reporting, daily sales, spreadsheets, forecasting.
  • Quarterly business reviews – template.
  • CRM - tracking the numbers.

Sales budget and plans

  • Developing a sales budget and plan for your organisation.

Motivating your sales people

  • On target earnings.
  • Incentives.
  • Commissions.
  • Bonuses.

Close and actions

  • Personal actions to undertake before review day.

Programme Director

Jerry Sandys

Accommodation options and prices

Accommodation is included for the first part (two-days) of the programme, plus all materials, lunches and refreshments.

Location and travel

Cranfield School of Management is situated in Bedfordshire close to the border with Buckinghamshire. 

The School is located almost midway between the towns of Bedford and Milton Keynes and is conveniently situated between junctions 13 and 14 of the M1.

London Luton, Stansted and Heathrow airports are 30, 90 and 90 minutes respectively by car, offering superb connections to and from just about anywhere in the world.

For further location and travel details

Location address

Cranfield Management Development Centre 
Wharley End
MK43 0HG

This course is provided by Cranfield Management Development Ltd a wholly owned subsidiary of Ƶ