Executive Education

Enhancing Sales Force Performance

Programme Overview

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Markets are dynamic in nature characterised by intense global competition, pressure on margins, changing customer expectations, fragmented communication channels, and proliferating distribution channels. Sales management in such competitive markets has become a challenge and a key activity for organisations for developing competitive advantage.


In this dynamic environment, the profile of the sales force has undergone a sea change. The two main recent changes impacting the process are adoption of technology and realignment of distribution function. This has resulted in shifting the focus on selling to the end customer and the retailer as against the distributors or the wholesalers. The art of sales is moving from product sales to problem solution selling. Ensuring a high level of performance of the sales force would require development of new capabilities besides reassessing the capacities of the current workforce. Organisations are also facing challenges in attracting, developing, motivating and retaining performers, and building teams. In addition, job responsibilities, performance assessment, and incentive compensation needs to be relooked.

Program Objectives

This programme will discuss relevant analytical sales management frameworks and examine their applicability for practical solutions. Managers will be urged to examine novel ways of looking at their sales force and execute strategies that match realities of the market place. The main objectives of the programme are as follows:


Understand customers, markets, and organisational processes from a sales management perspective Develop plans for managing the sales force effectively in order to enhance sales productivity and performance

Program Highlights

Assessing and creating customer value Performance and reward management Building a value-based sales programme Managing and enhancing sales productivity Recruiting and training the sales force CRM and digital approaches for sales force management Sales operations in a digital and hybrid channel environment Building teams and motivating the sales force

Program Coordinator

Manali Shah manali-exed@iima.ac.in +91 70690 10183