Retail Sales Management Strategies

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This 38-hour course explores the basic fundamentals of selling from a Canadian perspective. This course explores the foundation for understanding the selling process including leadership and management, business communications strategies, negotiating skills, digital marketing principles, corporate sales strategies, and account management strategies. This course also explores state-of-the-art management and sales strategies, practices, and techniques that are presented in a “how-to” fashion. This course integrates technology and social media in selling, real-world examples of sales management professionals with Industry Perspectives, sales and management applications, exercises, role-plays, and cases.

Leadership and Management [ 5 hours]

  • Explain what leadership is and on what bases of power leaders influence others.
  • Describe the early trait and behavioural theories of leadership and their limitations.
  • Explain how contingency models of leadership enhance our understanding of effective leadership and management in organizations.
  • Compare and contrast visionary leadership.
  • Explain how gender, culture, and emotional intelligence affect leadership effectiveness.

Business Communications Strategies [ 5 hours]

  • Discuss the salesperson’s communication process.
  • Define and demonstrate the importance of recognizing and using nonverbal communication when selling.
  • Discuss how appearance and handshaking can enhance communication.
  • Recognize potential barriers to communication.
  • Recognize the importance of empathy and listening to communication.

Negotiating Skills and Strategies [ 5 hours]

  • Explain why you should welcome a prospect’s objections.
  • Describe what to do when objections arise.
  • Discuss objections and the sales process.
  • Explain six major categories of objections.
  • List techniques for meeting objections.
  • Describe what to do after meeting an objection.
  • Understand how to deal with difficult customers.
  • Explain the process of negotiating with a win–win outcome.

Digital Marketing Principles [ 5 hours]

  • Explain the unique online approaches used in marketing communications.
  • Describe social media marketing
  • Outline the main social networks and tools used in social media marketing
  • Summarize the best practices associated with the creation and monitoring of social media programs
  • Explain mobile marketing and its approaches
  • Describe the tools involved in mobile marketing
  • List the best practices and regulations that guide mobile marketing

Retail Leadership Strategies [ 9 hours]

  • Define retailing.
  • Understand the role retailers play in the distribution channel and the functions they perform.
  • Know the economic significance of retailing in Canada.
  • Examine the various career and entrepreneurial opportunities retail offers.
  • Discuss different types of decisions retail managers make.
  • Understand the meaning of ethics and social responsibility and how they relate to the individual, retailer, and society.

Retail Sales Strategies [ 9 hours]

  • Define customer relationship management.
  • Examine how retailers determine who their best customers are
  • Explore how retailers can build customer loyalty and increase their share of wallet.
  • Discuss how customer service can build a competitive advantage.
  • Determine the types of activities a retailer undertakes to provide high-quality customer service.
  • Review how retailers can recover from a service failure.

Completion Requirements
Attend 90% of all scheduled online module sessions, complete a case study project. Each successful participant will be issued a Heritage Community College Certificate of Completion


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