Program Overview

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Programme Overview

The Sales Management for Growing Businesses programme is designed to provide participants with the tools and knowledge to build and create a sales function that is strategically directed and controlled. The programme focuses on practical skills and tactics required to succeed in growing sales profitably.

Programme Details

• Dates: 20 Apr 2026, 23 Nov 2026
• Duration: 2 + 1 days
• Location: Cranfield campus
• Cost: £2,750 + VAT (including accommodation), with concessions available

Module Dates

The programme modules run on the following dates: | April 2026 | November 2026 | | --- | --- | | Module 1 | 20-21 April 2026 | 23-24 November 2026 | | Module 2 | 08 June 2026 | 18 January 2027 |

What You Will Learn

• A Sales plan for the next financial period
• How to successfully grow the business and sales profitability
• The ability to determine what the optimal sales force looks like for your business
• A practical guide to holding sales meetings, quarterly business reviews, and appraising your sales staff
• Increased understanding of your customer or client base and how to maximise sales
• Improved reliability and consistency of your sales forecasts
• KPI's to help you know if you are having a good sales day and creating an actionable plan to ensure sales success
• How to recruit excellent sales people
• How to set targets, incentivise your sales people, and create commission, bonus, and on-target earning schemes
• A third development day 3 months after the programme to ensure you are on the right track

Core Content

The programme starts by analysing the sales numbers achieved over the last year or two and then defines what the outcome of the next 12 months should be. It is practical and based heavily on objectives and actions that drive results. Participants will leave with a clear understanding of the strategic elements required in building, managing, and motivating sales teams and the tactical elements required in finding the right ideal customers, qualifying, making proposals, selling, and closing the order.

Who Should Attend

The programme is suitable for anyone responsible for achieving the sales numbers within a growing business, including owner-managers, sales managers, or front-line sales people who wish to improve their practical skills in growing sales profitably.

Programme Structure

The programme is run over three days: an initial two-day residential module, followed by one day to review the written Sales Budget and Plan and further develop plans to sales success.

Day One

• Where are we now?: Constraints, successful sales activity, past performance, future goals, and the 80/20 rule in sales.
• Sales growth strategy: Customer relationships, creating valued customers, building a referral business, the sales process, and understanding the sales pipeline.
• Sales planning: Introduction to developing a Sales Budget and Plan for the next 12 months.

Day Two

• Twenty-minute one-to-one (optional): Sales strategy issues with Jerry Sandys.
• Marketing: Review of current marketing tactics.
• Sales skills: Building a high-performance sales activity, attitude, and recruiting.
• Sales Management: Review of marketing tactics, the role of the Sales Manager, management style, appraisals, setting objectives, sales meeting management, pipeline analysis, setting targets, commissions, incentives, sales reporting, and forecasting.
• Sales budget and plans: Developing a sales budget and plan for the organisation.
• Motivating your sales people: On-target earnings, incentives, commissions, bonuses.
• Close and actions: Personal actions to undertake before the review day.

Programme Director

Jerry Sandys

Concessions

Exclusive 20% discount for Cranfield School of Management Alumni who have attended one of the 2-day+ programmes.

Accommodation Options and Prices

Accommodation is included for the first part (two-days) of the programme, plus all materials, lunches, and refreshments.

Location and Travel

Cranfield School of Management is situated in Bedfordshire, close to the border with Buckinghamshire, and is conveniently located between junctions 13 and 14 of the M1. London Luton, Stansted, and Heathrow airports are 30, 90, and 90 minutes away by car, respectively.

Participant Testimonials

• "For me, the course gave me the opportunity to scale where we are as a business. I have never had any formal training, what I know has been self-taught or inherited knowledge. It has provided me with the tools to produce a clear and concise action plan. To ensure we operate an efficient and effective sales process/team now and in the future." Amanda Hesford, Sales Manager, TestLink Services Ltd
• "Having started a business on my kitchen table 8 years ago and reaching 18 members of staff, my current skill-set had taken this business as far as it was going to go. I realised that I needed systems, processes and measurable metrics in order to manage the next 8 years of growth. The email about this course from Cranfield arrived in my inbox at just the right time. In just 2 days of teaching I feel that I have the confidence to move the business forward. I am sure I had paid for the course in the first 2 hours!" Richard Faulkner, Managing Director, Skinbase
• "I've worked in senior sales roles for several years, and was pleasantly impressed with the approach Sales Essentials for Success offered. As a business, we already have the tools to assist the sales team, However, this course identified obvious areas where we weren't using these tools or our skills effectively. Armed with this new knowledge of our sales, and with minimal other changes, I am confident we will make noted improvements to efficiency and more importantly overall profit." Rebecca Cooke, Business Development Manager, Impact Marketing

Related Programmes

• Essential Management
• Business Growth Programme
• Finance Fundamentals
• Strategic Sales Leadership Programme