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Forecasting And Rewarding
Profitable Sales
Expand and enhance your existing sales potential
Who Should Attend?
By Attending This Course You Will:
This innovative five day interactive
programme is specially designed
for:
• Sales Managers / Directors
• Key Account Managers / Executives /
Directors
• Sales Representatives / Executives
• Marketing Managers / Executives /
Directors
• Business Development Managers
• Channel Managers
Also
Any sales or marketing person given the
authority to set prices, negotiate, agree a
discount structure, offer incentives,
propose settlement terms, or influence
any aspect of the client’s payment or
stocking policies.
• Explore the importance of successful sales forecasting and it’s effect on
your company’s profitability
• Examine the five stage approach to sales forecasting
• Understand the types and uses of various financial tools and how to
prepare them
• Explore financial information and how to use it when making sales and
marketing decisions
• Realise the importance of key accounts in achieving sales forecasts
• Identify the financial implications of using promotional and pricing
strategies
• Consider organisational buying behaviour in relation to pricing
strategies
• Examine “Hot Box” vs. Relationship Selling and the profit implications
• Identify effective sales incentive programmes
09 - 13 October 2004
Crowne Plaza Hotel, Dubai, UAE
Strategic Business Information Partner
http://my.ameinfo.com
971-4-3352437
971-4-3352438
[email protected]
www.iirme.com/salesprofit
Dear Sales and Marketing Professional,
For many operating within a sales environment, irrespective
of the size of operation, establishing profitability does not always
feature highly in the process of drawing up sales forecasts. This
situation is often exacerbated when the sales team are paid
solely on turnover - creating a situation with little regard given
to an individual order, or indeed an entire account, maybe
contributing toward the company profit targets.
Every professional sales person should therefore, be able to
construct sales or account plans which consider both the
profitability of individual elements and the effects of utilising any
promotional tools at their disposal. To do this, the professional
sales person must have an appreciation of such aspects as break
even analysis, cash flow projections and fundamental financial
management tools.
Similarly marketing professionals - responsible for marketing
strategies - need to gain an insight into the effects of their
actions on company profits.
Meet Your Expert Programme
Director
Mr Peter Dilger DMS MCIM
FCIPD
Principal Consultant
Keystone Associates
Peter has held a wide range of senior
management positions, encompassing general
management, marketing and sales, within high technology, capital
equipment and retailing. He has spent the last 17 years training and
developing a wide range of organisations from start-up companies to
blue chip international organisations. Peter acts as a visiting consultant
to The University of Nottingham Centre for Enterprise and Innovation
and is a UK Government Approved “Business Champion”.
He has won a number of awards including the coveted United Kingdom
National Training Award and has regularly spoken at business and
development seminars. He is a member of the Chartered Institute of
Marketing, a Chartered Fellow of the Chartered Institute of Personnel
and Development and holds a postgraduate management degree.
IIR Middle East and Peter Dilger have developed this highly
interactive and practical training programme which demonstrates
how to generate profitable sales, improve the accuracy of your
forecasts, and the way in which to identify and implement effective sales incentive schemes.
Peter developed the innovative Key Account Management and
Relationship Selling approach, which has been adopted by a number of
leading companies as the basis for their account management strategies
and is the author of ‘Prospecting For Princes.’
Forecasting And Rewarding Profitable Sales has been
specially designed for all sales and marketing professionals. It
will allow you to develop your own pricing strategy and explore
how best to maximise your competitive advantage.
What Delegates Have Said About
IIR’s Previous Sales Courses:
"Excellent - the course met all my requirements"
You will leave with your own personal action plan, which will
give you an immediate and tangible benefit.
Peter Dilger, your expert programme director and I look
forward to welcoming you to this innovative seminar in October.
Yours sincerely
Ebrahim Ali Al Mulla, Gulf Air
"It was excellent and I have learned a lot"
Ibrahim Mohammed Moulki, Dubai Co-operative Society
"Interesting, valuable practices in industry
were highlighted"
Clifford D'Costa, BP Middle East
Helena McLoughlin
Conference Manager
P.S. Save US$500: See brochure back page
for our generous discount structure!
www.iirme.com/salesprofit
Customised Solutions And On-Site Training
We are knowledge and skill transfer specialists and an ideal
solution for tailor-made group courses. Bringing professionalism,
we offer a versatile approach to all your personnel development
needs and with a proven track record. If you would like further
information on this service in the Middle East, please email
[email protected] or call our On-Site Group on +971 4 336 5161.
www.iirme.com/salesprofit
Forecasting And Rewarding Profitable Sales
Schedule: Registration and coffee will be at 08:00 on Day One. The course will commence promptly at 08:30 each day with appropriate breaks
for coffee and refreshments. Lunch will be served at 14:30 following close of day.
Course Overview
This highly interactive training programme will explore the way in which sales forecasts are currently produced and why.
During IIR’s Forecasting And Rewarding Profitable Sales, you will examine when to produce a sales forecast and the best way in which to
implement it to gain competitive advantage.
Having done that, you will learn how these forecasts are viewed by managers and sales staff; how to measure their accuracy and the relevance to
your business.
The importance of accurate forecasting that will positively influence the bottom line will also be examined.
Sales incentive schemes can dramatically affect profitability. You will examine your current schemes and develop steps to better incentivise your
sales team.
You will leave the course with a fully developed action plan that you can implement directly within your own organisation and which will give
tangible and positive results.
Day One – Saturday, 9th October 2004
Sales Forecasting
• Explore the importance and use of sales forecasts
- Why they are so important?
- What they are used for?
- How they are prepared?
• What effect does it have on company profitability?
• Identifying and overcoming resistance to forecasting - examining the
consequences of poor forecasting and the need for accuracy – trust vs. fear
• Frequency – setting and monitoring forecasts
• The role of key accounts in business-to-business forecasting
• An introduction to the key elements
- Customer audit – existing and new
- Pricing and company strategies - their effect on profitability
- External and market influence - industry trends, governmental actions
and seasonality
• Sales and marketing effort - products, promotions and structure
Group Exercise
Foundation preparation of a business-to-business sales forecast taking the
elements into account with recommendations for any remedial actions.
Group Exercise
Establishing Net Profit
Introduction to cost of sales, gross margin, mark-up, fixed and variable costs,
overheads, net margin
Group Exercise
The Effects Of Discounting Price Strategies
You will analyse the effects on sales and net profit of offering a small price
discount
Group Exercise
Increasing Profit By 400%
You will compare different sales strategies to measure the effect on
profitability
Introduction To Financial Planning And The Profit And Loss Account
(P&L)
Group Exercise
Perceived Value
Alternative strategies can be employed when a major customer is pressing
for price reductions which increase the customer’s profitability but at the
same time increase your own profits.
Profit And Loss (P&L) Account
Group Exercise
Basic development of an end-user month on month sales forecast taking into
account upgrades, ongoing revenue streams and seasonality
Day Two – Sunday, 10th October 2004
Financial Tools And Techniques
Group Exercise
Comparison Of P&L To The Cash Flow
External factors
Industry trends
• Governmental activity
• International events
• Pressure groups
Day Three – Monday, 11th October 2004
Introduction To Company Budgets
• Definition and purpose
• Coordination
• Communication
• Control
Organisational Buying Power And Pricing
Strategies
Group Exercise
Organisational Buying Behaviour
A team game where you act as the buyers in a multi-million dollar deal
971-4-3352437
971-4-3352438
[email protected]
www.iirme.com/salesprofit
Customer Audit
• Existing customers and the importance of key account management to
profitability
• Maximising profitable accounts – increasing sales from existing accounts
• Product mix and product life cycle – their importance when making sales
forecasts
• New customers – acquisition strategies
• The sales hopper and prospecting - sales cycles and the effects on
prospecting and revenues
• Making forecasting assumptions – the basis for your sales forecast
• Pricing strategies
• Introduction to relationship selling
Group Exercise
Cash Flow Forecast
You will prepare a cash flow to gain an understanding of the difference
between cash flow and the P&L
Group Exercise
Effects On Cash Flow Of Pricing Strategies
This exercise examines the effect on borrowings and the bank balance of
offering clients extended credit facilities or accepting late payments
Break Even Analysis
• Gauging product and account profitability
Group Exercise
Setting Pricing Levels
You will prepare a sales plan showing projected sales and profitability using
breakeven analysis charts
Day Four – Tuesday, 12th October 2004
You, Your Market And Your Competitors
Sales And Marketing Effort
• Conflict or cooperation?
• How will marketing and sales activity affect the forecast?
Creating A Competitive Strategic Advantage
• Market product strategies and growth strategies
How To Compete
• Segment
• Cost
• Service
• Product or brand differentiation
• Relationship building
• Offensive and defensive positioning
Group/Individual Exercise
You will examine your competitor’s sales and marketing activities.
Participants from the same company may collaborate
Individual Exercise
You will conduct account profiling on your customers, examine the sales
opportunities presented by your current customer base and propose sales
tactics to achieve your forecasts.
Individual Exercise
Prospect Assessment - using a prospect assessment form to help with
effective forecasting
Day Five – Wednesday, 13th October 2004
Motivational Factors And Incentive
Schemes – Challenge, Motivate, Reward
Group Exercise
Do we need commission and incentive schemes? Feedback and statistics
from the International Society of Performance Improvement.
• Effective commission schemes
- Objectives and pitfalls
- Types of scheme
- Remuneration package (“At Risk” vs. Stability)
• The seven point plan
Case Study
“The Trip To The Bahamas” – an example of a failed but very expensive
incentive scheme
Keys To Successful Incentive Schemes
• Who gets rewarded?
• In-house and dealership schemes
• Tailored incentives
• Team incentives
Setting Motivational Sales Targets
• Challenging but attainable
• SMART Objectives
• League tables
• Sales meetings
• Win-win schemes
Case Study
“The Sony Holiday Voucher Incentive” – an example of how an incentive
scheme was used as a company wide team building programme
• 3rd Party schemes - help or hindrance?
Products And Markets
• Market penetration
• Market development
• Product development
• Product diversification
Case Study
“The Kenwood Retailing Promotion” – an example of third party incentives
introduced into a retailing chain to aid “sell through”
Organic Or Acquisitive Growth
Course review
• Pulling it all together to create the sales forecast
• Personal Action Plans – personal implementation
Group/Individual Exercise
You will complete a SWOT analysis of your company. Participants from the
same company may collaborate
Close Of Programme
Group/Individual Competitive Audit
You will complete a SWOT and Gap Analysis of your competitors
Participants from the same company may collaborate
971-4-3352437
971-4-3352438
[email protected]
www.iirme.com/salesprofit
IIR Middle East certified by
Forecasting And Rewarding Profitable Sales
9 - 13 October 2004 • Crowne Plaza Hotel Dubai, UAE
ISO 9001:2000
Remember to quote your VIP Code when registering to be entered
into a draw to WIN US$ 250 Dubai Duty Free Vouchers.
FIVE EASY WAYS TO REGISTER
971-4-3352437
971-4-3352438
IIR Holdings Ltd.
PO Box 21743, Dubai, UAE
[email protected]
GCS/IIR Holdings Ltd.
PO Box 13977, Muharraq, Kingdom of Bahrain
www.iirme.com/salesprofit
For further information on this event, please contact our Account Director,
Mildred Gallon, Tel: 971-4-3352473 or [email protected]
H AM RM SB DB BC1434
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