BAA - Sales Manager

BAA - The Sales Manager is the intensive, commercially-focused specialisation for professionals aiming to lead sales execution and drive revenue.
This course delves into the art of selling, advanced sales techniques, building complex value chains, and managing accounts across On-Trade and Off-Trade channels. A core focus is on building and maintaining profitable customer relationships, from securing new customers to leveraging the Marketing Department's assets (including Brand Ambassadors) for maximum commercial advantage.

What the Student Will Learn

Students will master the financial and interpersonal levers of commercial success. They will be able to:

• Implement advanced sales techniques focused on value delivery, not just price negotiation.
• Analyse pricing architecture and the implications of margin, Gross Profit (GP), and Net Profit across different channels (retail vs. on-premise).
• Develop and present compelling value chains and business proposals tailored to the customer's specific P&L.
• Design effective account management strategies, including managing key regional accounts and distribution partners.
• Strategically utilize Brand Ambassadors and marketing assets to support sales objectives, driving distribution and rate of sale.

Key Content Aspects Included

• Advanced Sales Techniques: Consultative selling, understanding buyer psychology, and negotiation tactics beyond discounting.
• Financial Literacy for Sales: Detailed analysis of margin, Gross Profit (GP), Cost of Goods Sold (COGS), and how trade spend affects profitability.
• Customer Acquisition & Account Management: Prospecting methodologies (ideal customer profiling), CRM utilization, and strategic relationship mapping for key accounts.
• On-Trade & Off-Trade Selling: Specific sales arguments, inventory management, and promotional tactics unique to bars/restaurants versus retail/e-commerce.
• Sales & Marketing Collaboration: Protocols for requesting, measuring, and providing feedback on marketing support and Brand Ambassador activities.

The Course Assessment

The assessment for this specialization is focused on Commercial Acumen and Sales Execution.

• Signature Assessment: The Commercial Value Proposition & Financial Analysis. Students must select a target customer (e.g., a major retailer or hotel group) and create a full sales deck that includes a detailed financial value chain analysis demonstrating the profitability of the partnership for the customer.
• Practical Assessment: Key Account Negotiation Simulation. Students negotiate a complex annual trading agreement with a "key account buyer," focusing on margin, volume, and promotional terms.