Customer Relationship Management, Sales Management and Negotiation Training Course

This course equips participants with practical skills to build customer relationships, manage sales teams and processes, and negotiate effectively. It focuses on CRM strategy and systems, customer retention, sales planning and leadership, negotiation preparation, and win-win deal making.

Target Groups

• Sales and customer relationship managers
• Business development and account executives
• Customer service and customer success leaders
• Marketing and commercial managers
• Procurement and contract professionals
• Entrepreneurs and business owners
• Managers and supervisors seeking to strengthen organizational practice in this field
• Consultants and professionals supporting related organizations

Course Objectives

By the end of this course, participants will be able to:

• Explain CRM principles and customer lifecycle management
• Segment customers and develop relationship strategies
• Use CRM systems to capture and apply customer data
• Design retention and loyalty initiatives
• Plan, organize, and manage the sales function
• Set sales targets, territories, and incentives
• Lead, motivate, and coach sales teams
• Prepare for and structure negotiations
• Apply negotiation tactics and handle objections
• Close deals while protecting long-term relationships

Course Modules

Module 1: CRM Concepts and Strategy

• CRM definition and benefits
• Customer lifecycle
• CRM strategy and objectives
• Customer-centric organization
• Types of CRM

Module 2: Customer Segmentation and Relationship Strategy

• Segmentation approaches
• Customer value and lifetime value
• Relationship strategies by segment
• Personalization
• Customer communication planning

Module 3: CRM Systems and Data

• CRM system components
• Data capture and quality
• Dashboards and reporting
• Marketing and service integration
• Data privacy

Module 4: Customer Retention and Loyalty

• Satisfaction and loyalty drivers
• Loyalty programs
• Handling complaints
• Win-back strategies
• Measuring retention

Module 5: Sales Management Foundations

• Sales organization structure
• Sales planning and forecasting
• Territory and quota setting
• Sales process management
• Sales reporting

Module 6: Sales Team Leadership

• Recruiting and onboarding
• Motivation and incentives
• Coaching and feedback
• Performance management
• Building a high-performing culture

Module 7: Negotiation Preparation and Strategy

• Negotiation styles
• Interests, positions, and BATNA
• Planning concessions
• Information gathering
• Setting objectives

Module 8: Negotiation Tactics and Communication

• Opening and bargaining
• Handling objections
• Persuasion and influence
• Managing emotions and conflict
• Cross-cultural considerations

Module 9: Closing Deals and Sustaining Relationships

• Closing techniques
• Drafting agreements
• Post-deal follow-up
• Managing relationships after negotiation
• Ethics in negotiation

Module 10: Practical Exercises and Capstone Project

• Designing a CRM and retention plan
• Segmenting customers and setting sales targets
• Role-playing sales coaching conversations
• Simulating a full negotiation
• Presenting an integrated customer and sales strategy