ISMM Level 4 Diploma
The Level 4 Diploma qualification is suitable for existing Sales Managers or aspiring Sales Managers who want to get the best out of their teams to improve their sales performance, morale and productivity.
The Level 4 Diploma is an in-depth sales qualification that looks into the essentials of sales management and leadership.
The topics that this internationally recognised qualification covers range from how to motivate your sales teams through to how to set sales plans and proposal writing.
At the end of the programme you will be a formally qualified Sales Leader capable of managing and driving your sales teams to the high level of desired performance that you are after.
The Diploma consists of the following 8 Awards:
- Managing Responsible Selling
- Understanding Segmentation, Targeting & Positioning
- Managing A Sales Team
- Operational Sales Planning
- Sales Negotiations
- Analysing The Marketing Environment
- Finance For Sales Managers
- Writing & Delivering A Sales Proposal
Breakdown of each course:
As a Sales Leader within your company you need to ensure that you are managing your sales team and the process in the right way.
This unit aims to cover the knowledge involved in managing an organisation’s operations in ways that are consistent with its social and ethical principles, and which fulfil legal and regulatory requirements.
For the purposes of this unit, “organisation‟ can mean a self-contained entity such as a private sector company, a charity or a local authority, or a significant operating unit, with a relative degree of autonomy, within a larger organisation.
Module 1: Know legal, regulatory, ethical and social requirements pertaining to the sales function
- Explain sales-related legal and regulatory requirements and Codes of Practice
- Understand the principles of contract law and the penalties for misrepresentation
- Analyse the potential impact of social and ethical concerns relating to the sales function
- Explain how processes and policies in the organisation meet ethical and social requirements and comply with legal and regulatory requirements
Module 2: Understand how to manage the sales function in a way that complies with legislation
- Describe how to ensure that sales employees have a clear understanding of the organisation’s legal, regulatory, ethical and social policies and procedures and the importance of putting them into practice
- Explain how to monitor the way that legal, regulatory, ethical and social policies and procedures are put into practice
- Describe how to provide support to the sales team in putting legal, regulatory, ethical and social policies and procedures into practice
Module 3: Know how to deal with non-compliance
- Explain how to identify and correct any failures to meet the legal and regulatory requirements
- Explain how and when to provide full reports about any failures to meet requirements to senior management
- Explain how to monitor and manage complaints regarding legal, regulatory, ethical and social requirements
To be successful in sales it’s prudent to segment your targeted customers so you can be more focused and driven in your approach.
This unit aims to provide the knowledge necessary to understand the process of breaking down the total market for a product or service into distinct segments and target the most likely purchasers of an organisation’s products using the extended marketing mix to support the positioning of the product.
Module 1: Understand segmentation in consumer and business markets
- Explain how to define a market
- Explain how to map a market and decide at which level to segment
- Explain bases for segmentation in consumer and business markets
- Explain criteria for meaningful and measurable segments
- Explain the benefits of segmentation
Module 2: Understand how to target market segments for an organisation
- Explain own organisation’s business strategy and implications for target market
- Explain how to identify segments that are most likely to purchase an organisation’s products
- Explain a system to assist targeting, based on objective criteria and including a weighting and scoring mechanism
Module 3: Understanding the process of positioning a product
- Explain positioning in the context of own organisation’s brand values
- Explain how the elements of the extended marketing mix are used to support product positioning
- Explain positioning problems
- Explain the particular challenges of repositioning
- Explain how to de-position competitors
As a Sales Leader you are ultimately responsible for the performance of your team.
You need to coach, manage, support and drive your sales team to a high level of performance.
This unit aims to provide knowledge of motivation theories and the link between motivation and performance, and knowledge of managing sales team performance.
It also aims to provide knowledge for recruiting and selecting members of the sales team.
Module 1: Understand theories of motivation and the link between motivation and performance
- Explain theories of motivation
- Explain the link between motivation and performance
Module 2: Understand how to manage sales team performance
- Explain the need to monitor sales team performance
- Explore issues with the customer to identify and prioritise concerns
- Identify tools to be used in monitoring performance of the team
- Describe key performance indicators and their role in monitoring sales team performance
- Describe how to manage performance variances
- Explain the importance of two- way communication with sales team members regarding their performance
- Explain how to support sales team member performance
- Explain how other people or teams in the organisation may impact sales performance
Module 3: Understand how to manage staffing levels in a sales team
- Explain how to review staffing levels in the light of organisation’s strategy and budgets
- Explain the recruitment and selection process for sales people in own organisation
- Explain how to develop a job profile for a sales person
- Explain how to develop a person specification for a sales person
- Describe how to contribute to selection interviews
“If you don’t plan then you are planning to fail”
Putting a sales plan together is a vital activity that you need to accomplish as a Sales Leader. The plan becomes the blueprint for success for yourself and your team.
This unit aims to provide the skills necessary for putting together an operational sales plan, and the knowledge for managing the implementation of the plan and for dealing with variances to the plan.
Module 1: Understand how own organisation’s business and marketing strategies inform operational sales planning
- Describe how own organisation’s business and marketing strategies inform operational Sales planning
Module 2: Understand sales forecasting techniques
- Describe how historical sales data informs sales forecasts
- Explain a range of sales forecasting techniques
- Describe how sales forecasts are used to set sales objectives and targets
Module 3: Be able to set objectives and targets in a sales plan
- Develop a time plan for the establishment of objectives and targets for sales plans
- Use sales forecasts to set objectives and targets for a sales plan
Module 4: Be able to write an operational sales plan
- Write an operational sales plan to meet objectives and targets
- Specify and allocate sales territories
- Write a business case to obtain the resources to achieve the operational sales plan’s objectives and targets
Module 5: Understand how to manage the implementation of the operational sales plan through the sales team
- Explain how to communicate the operational sales plan to all stakeholders and define individual roles and targets in the sales activity plan
- Explain how to monitor and control the operational sales plan using agreed key performance indicators
Module 6: Understand how to deal with variances to the operational sales plan
- Describe variances that may occur in the implementation of the operational sales plan
- Identify contingency plans to address variances
- Explain the organisation’s procedure for dealing with unforeseen variances
The modern day buyer wants “something for nothing” nowadays but how do you respond to requests for discount and can you negotiate in such a way so you don’t erode your margins to nothing!
This unit aims to provide the knowledge and skills for negotiating effectively in sales settings. The unit focuses on the various stages of negotiation including planning, preparing, negotiating and closing sales negotiations with customers.
The unit covers establishing customer requirements and your organisational objectives, clarifying the customer’s understanding of the proposal and coming to an agreement that is mutually acceptable.
Module 1: Understand what is involved in a sales negotiation
- Describe how to assess own organisation’s negotiating power and stance
- Describe how to research and assess the customer’s negotiating power and likely stance
- Explain the types of customer objections that might arise and how to handle these
- Explain the concept of “win-win‟ in Sales situations and how this is achieved and managed during sales negotiations
- Explain what happens when a “win-win‟ is not achieved
- Explain why it is important to record and confirm details of a sales negotiation and the method to do this in own organisation
Module 2: Be able to prepare for a sales negotiation
- Identify the customer’s main requirements from a negotiation
- Research and assess the bargaining power of the customer to identify their overall negotiating stance
- Identify personal and organisational weaknesses that could be exploited by the customer in a negotiation and prepare strategies for responding
- Research main competitor strengths and weaknesses
- Define objectives for the negotiation and identify own organisation’s desired outcomes
- Assess the resource requirements for the sales negotiation
- Identify key variables and set parameters for them including potential concessions and trade- offs
- Cost the variables, including potential concessions and trade- offs, in order to identify the best price and terms for your organisation as well as the minimum price and terms acceptable to own organisation
- Identify potential problems that could arise during the negotiation and how you will formulate solutions to overcome them
Module 3: Be able to carry out a sales negotiation with a customer
- Create a “win-win‟ situation during the negotiation by balancing the needs of own organisation with those of the customer
- Agree on the terms and conditions for the supply of the product or service
- Record, store and confirm outcomes of the negotiation both internally and with the customer
- Evaluate the outcomes of the negotiation using a Win/Loss analysis
Understanding your potential and existing customers in an intimate way is critical for your success as a Sales Leader.
You need to fully understand your marketplace and the environmental forces at play so you can align how you sell to the way that they buy and the impacts that external and internal forces may have on the decisions they make.
This unit will help you to analyse your market environment so you’ve got up to date intelligence on your prospects and clients so you can sell to them more effectively.
Module 1: Be able to conduct an audit of an organisation’s internal, micro and macro environment
- Conduct an audit of the internal environment using an analysis tool
- Conduct an audit of the micro environment using an analysis tool
- Conduct an audit of the macro environment using an analysis tool
Module 2: Understand the impact of internal, micro and macro factors on own and customer’s organisation
- Explain the impact of internal capabilities on own organisation’s positioning in the market
- Explain the impact of industry dynamics on own and customer’s organisation
- Explain the impact of macro factors on own and customer’s organisation
Module 3: Be able to recommend actions for the sales function by conducting a SWOT analysis on own organisation’s marketing environment
- Derive information and intelligence by conducting a relative SWOT analysis on own organisation’s marketing environment using findings from the audits
- Analyse the impact of own organisation’s SWOT on the sales function
- Recommend actions to address the impact of own organisation’s SWOT on the sales function
Being a Sales Leader is more than just motivating your team. You need to have an awareness of the commercial aspects of your role, setting budgets and ensuring that you maximize profitability at every occasion.
This unit aims to introduce the knowledge and skills needed to calculate profitability and also to assess customer creditworthiness with the view to formalising the terms of trade with the customer.
It also aims to provide the knowledge to set and manage a sales budget for a defined area of sales activity or the whole sales function. It involves knowing how to prepare, submit and agree a budget for a set operating period. It also involves knowing how to set bonuses for sales team members.
Module 1: Be able to calculate profitability ratios for sales-related decisions
- Calculate gross profit margin
- Calculate net profit ratio
- Explain the difference between margin and mark-up and when each of these are used in practice
- Calculate return on capital employed
Module 2: Know how to set a sales budget
- Identify different methods used for setting budgets
- Explain how to establish information needs and identify information sources for setting a sales budget
- Describe the different approaches to effective consultation and negotiation when setting a sales budget
- Explain how to develop budget frameworks
- Explain how to set a contingency plan for variances to a budget
Module 3: Understand how to manage a sales budget
- Explain how to use the budget to monitor and control performance against budget parameters
- Explain how to identify the causes of variances between budget and actual expenditure
- Explain how to implement the actions needed to deal with the causes of variances between budget and actual expenditure.
- Explain how to provide information on performance against the sales budget to others in the organization
- Explain how to monitor the sales budget to identify unethical practice or potential fraud
Module 4: Understand bonus systems for sales team members
- Explain how to evaluate the need for a bonus system
- Explain how to choose bonus options for sales team members
- Explain methods of setting bonuses
- Explain how to calculate the cost of bonuses
- Explain how to negotiate bonuses with sales team members
- Describe how to evaluate the effectiveness of a bonus system
Module 5: Understand how to assess creditworthiness of customers in order to
- Explain organisation policy for credit agreements with customers
- Explain the process for approving the granting of credit
- Explain how to check creditworthiness of a customer
- Explain how to complete a formal agreement with the customer and the financial basis for future trading
If you’re in B2B sales, chances are that you will be required to prepare some kind of proposal or quotation.
This unit aims to provide the skills for preparing sales proposals for customers.
The preparation of sales proposals involves identifying your customer’s requirements and matching them with the objectives and requirements of your organisation. Sales proposals need to include sufficient detail of the products or services to be provided and timescales. A sales proposal is expected to conform to an organisation’s house-style. The sales proposals need to be competitive and to have any necessary conditions and constraints built into them to protect the interests of the organisation.
Module 1: Be able to develop a sales proposal
- Ensure that the customer’s requirements are understood
- Ensure that all identified issues requiring clarification are resolved before the proposal is finalised
- Identify the conditions and constraints which need to be included within the proposal in order to protect the organisation’s interests
- Develop the content of the proposal in house style and within legal and ethical constraints
- Provide the required level of detail as briefed by the customer and supply the proposal within the agreed time-scales
Module 2: Be able to deliver a sales proposal to a customer
- Deliver the proposal to the customer within an agreed timescale
- Ensure the customer is happy with the proposal, addressing any issues and amending it as required
- Ensure that information is stored and managed according to Data Protection legislation
Module 3: Be able to develop a plan to manage sales within a sales territory
- Evaluate the outcome of the proposal and recommend improvements for the future
FAQ’s & Booking Information
How is this course delivered?
This course is delivered online. You will need an internet connection to access the material and you can work through the material when and where you like.
How will I be assessed?
If you are currently in a sales position then you will be required to provide work based evidence to demonstrate your understanding. If you are not currently in a sales role, you will be required to complete a case study assignment.
How long will I have to complete the course?
Upon receiving access to the materials and your login to complete the course you will have up to 12 months to complete the course.
How long is the course?
The course will take you approximately 30-50 hours to complete to include the online learning sessions, exercises and work based evidence/assignment.
How much will it cost?
£1,495 + vat
What qualification will I receive?
Upon successfully passing the qualification you will receive:
If you have got any questions please:
Call: 0333 320 2883