Certified Digital Sales Expert

Sell successfully in a digitalized world

The age of digitalization is triggering radical changes in customer communication across all sectors. New channels of information and forms of interaction are reshaping customers’ purchasing behavior. Consequently, the entire sales process is undergoing a wholesale transformation. New technologies like big data and artificial intelligence are finding their way into the sales field and providing new, wide-ranging insights. In six precisely tailored modules blending online and classroom learning, the Certified Digital Sales Expert course will help you understand how companies and their sales specialists can address and successfully overcome these new challenges. During the course, students will use direct and individual case studies to develop concrete strategies. When applied in practice, the insight gained on the course leads to an enhanced sales pipeline and a higher conversion rate.

Key Facts
Certified Digital Sales Expert

Start
6.10.2020
Location
Munich and online
Program Fee
4.990 Euro plus VAT
Language
German
Format
Extra-occupational course, both online for self-study and in presence at Munich Business School

Course Objectives

Upon successful completion of the Certified Digital Sales Expert course, you will:

  • understand how to use big data, social media and artificial intelligence productively in your sales activities
  • know new and time-proven methods for targeted and successful sales operations
  • have a clear, value-based sales strategy ready to go for your individual situation and career
  • possess the knowledge and skills needed to establish an effective sales pipeline, give sales pitches, and successfully close sales
  • know the key KPIs you can use to plan, optimize and monitor both your sales work and that of your employees

Course Formats

Flipped Classroom
Flipped Classroom

The concept of the Flipped Classroom describes a teaching method of integrated learning.

Before the actual learning phase in the plenum, you will receive learning materials that you can work on independently and individually at home. In the joint teaching unit, there is more time to clarify questions of understanding and, above all, to deepen and apply what you have learned in group work. The plenary teaching phase is realized as an online unit in this course.

Blended Learning
Blended Learning

The blended learning approach combines traditional, in-person classroom teaching with e-learning.

In the case of the Certified Digital Sales Expert course, this means that part of the fifth module will take the form of an online lecture, while the other part comprises in-person teaching at MBS.

In-person teaching at MBS
In-person teaching at MBS

Elements of the course comprising in-person teaching at MBS allow everyone on the course to gather at Munich Business School for intensive, face-to-face learning.

In these sessions, you will benefit from the group dynamic as well as the (technical) facilities at our institution.

Course Content

Module 1: Influence of Big Data and AI on Sales Planning and Strategy (6.10. – 9.10.2020)

Course type: Flipped classroom

Benefits of the module:

  • You will gain a competitive advantage and develop superior skills and knowledge.
  • You will increase the market share of your product or service.

Module outcomes:

  • USPs identified and highlighted
  • Understanding of the role of sales within a company
  • Insight into building trust

Module content:

  • Drawing up and performing a strategic situation analysis
  • Getting to know the Business Model Canvas
  • The role of big data and AI in corporate sales planning
  • Developing fields of action based on analysis of strong and weak points, plus analysis of risks and opportunities
  • Getting to know the designs of digital business models
  • Target group, customer specification, and customer segmentation
  • Classic and innovative evaluation systems and key performance indicators for sales
  • Modern lead and opportunity management
  • Customer experience
  • Building, maintaining, improving and measuring (customer) trust

Module price: 790 Euro

Trainer: Manuel Mundl

Module 2: Developing and Applying Classic and Digital Incentives to Buy (19.10. – 22.10.2020)

Course type: Flipped classroom

Benefits of the module:

  • You will gain fascinating insights into sales psychology.
  • You will learn to apply scientific findings in sales situations in your day-to-day work.
  • You will develop your understanding of customers, draw up meaningful sales argumentations, and learn to manage decision-making processes.
  • You will produce and take away a checklist to help boost the efficiency and efficacy of corporate messaging.
  • You will draw up strategic positioning for your product (pitch).

Module outcomes:

  • Checklist to optimize corporate communication activities
  • Two-minute elevator pitch: positioning statement / defining your value proposition

Module content:

  • Developing key competencies of a sales professional
  • Awareness of communication in decision-making processes and its effects
  • Heuristics and sales argumentations from neuromarketing and insight from behavioral economics
  • Importance of B2B marketing and practical branding tips
  • Business case as a financial argument
  • Discussion of ethical aspects and the topic of sustainability

Module price: 1.290 Euro

Trainer: Dr. Barbara Wolf

Module 3: The Modern Hybrid Multi-Channel and Communication Strategy (23.11. – 27.11.2020)

Course type: Flipped classroom

Benefits of the module:

  • You will develop your sales strategy in greater detail with reference to multi-channel strategy.
  • You will learn to use communications strategies tailored to specific channels.

Module outcomes:

  • Multi-channel strategy
  • Communication strategy

Module content:

  • Customer expectations management
  • Personas as a classification scheme to define your customers
  • Customer journey – the purchase and utilization process
  • Digital touchpoints as interaction points for communication
  • Drawing up a multi-channel strategy and communication strategy
  • Direct vs. indirect vs. multi-channel sales paths

Module price: 1.290 Euro

Trainer: Prof. Dr. Alexander Suhm

Module 4: Success Factors in the Digital Sales Process (19.01. – 22.01.2021)

Course type: Flipped classroom

Benefits of the module:

  • You will gain an overview of digital sales opportunities and tools.
  • You will learn to identify how digital media can enhance the efficiency of sales operations.
  • By reference to a case study on big data, you will explore how data has changed our lives and will continue to do so in future (through AI and automation).
  • You will work on digital brand management for your company and learn how you can present your brand on social media (personal branding).
  • You will receive a guide to successful content marketing outlining various content forms and providing useful tips & tricks.
  • You will create a personal brand as a brand ambassador.

Module outcomes:

  • Checklist for establishing a digital personal brand as a brand ambassador
  • Checklist of digital sales tools
  • Guide to content strategy

Module content:

  • Lead management & sales funnel
  • Digitalization strategies in sales
  • Marketing tools for digital sales: social media marketing, social selling, viral marketing, content marketing, referral marketing
  • Integrated communication and digital branding
  • The future of the digital sales process

Module price: 790 Euro

Trainer: Dr. Barbara Wolf

Module 5: Sales Success through Social Selling and a Positive Digital Customer Experience (25.01. – 29.01.2021)

Course type: Blended learning (Part 1 online; Part 2 in-person)

Benefits of the module:

  • You will gain an overview of the transformation process to move sales operations from the analog realm into the digital world.
  • You will familiarize yourself with the practical ways to implement professional social media platforms (LinkedIn & Xing) in your day-to-day sales operations.
  • By reference to best practice examples, you will gain practical insights into how you can grow your target group and address your target audience.
  • You will work on your LinkedIn profile, allowing you to use your personal brand to boost your sales activities.

Module outcomes:

  • Understanding of the fundamental aspects of using social media in sales
  • Practical insights: putting your theoretical basis into practice by means of practical examples from B2B sales and interactive group exercises
  • Guide to composing an effective InMail on LinkedIn

Module content:

  • Social selling and sales opportunities on social media
  • The transformation in sales, moving from analog processes into the digital age
  • Building a personal brand on professional networks such as LinkedIn and Xing
  • Building a personal network and sharing relevant content on LinkedIn and Xing
  • Effective network and relationship management
  • Identifying leads and addressing customers with an elevator pitch
  • Integrating social media and using it on a daily basis as an integral element of sales activities
  • Following up and turning leads into potential customers

Module price: 1.290 Euro

Trainer: Steffen Spee

Module 6: Increasing the Probability of a Sale as a Modern Customer Expert (08.02. – 10.02.2021)

Course type: In-person teaching

Benefits of the module:

  • You will increase your success rate when closing sales.
  • You will gain more detailed insights into your customers.
  • You will develop confidence, assuredness and practical experience by taking part in role-playing exercises.

Module outcomes:

  • Knowledge of how to prepare, implement and conclude large and complex deals
  • Analysis of the stakeholders involved in the order process

Module content:

  • Classifying customers and developing communication tailored to them
  • Collecting information and questioning techniques
  • The customer’s decision-making process
  • Impact of tactical problems on objectives
  • Business model generation and value proposition design
  • Conversation and negotiation techniques
  • Business fiction and storytelling methods

Module price: 1.290 Euro

Trainer: Manuel Mundl

Module 7: Certified Digital Sales Expert: Case Challenge (26.02.2021)

Course type: In-person teaching

Benefits of the module:

  • You will receive extensive feedback from sales experts.
  • You will develop a real case that can be implemented directly in your company.

Module outcome:

Individual topic developed in full throughout all course modules – from strategic planning through to implementation with customers.

Module content:

  • Presentation of the individual case developed throughout the course, with each module building upon the last.
  • Detailed feedback on the case and the opportunity to implement the case directly in your own company. 

Module price: 490 Euro

Benefits

Learn how you can offer your customer genuine added value as an expert in your field.

 

Generate genuine business benefits by conducting individually tailored case studies as well as role-play activities with experts.

 

Target Audience and Participants

This course is primarily aimed at anyone currently working in a sales position in their company. This includes account managers, key account managers, global account managers, business development managers, sales managers, and sales representatives. The focus of the course is on B2B sales. In addition, this course would be relevant for anyone who aspires to a career in sales or who would like to hone and develop their sales skills.

Your Trainers

Prof. Dr. Alexander Suhm

Honorary Professor for General Management / Business Consulting

 

Dr. Barbara Wolf

Founder, managing director and expert for communication-oriented corporate development

 

Would you like to learn more?

Studienberater MBS: Julia Brotzki
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