Introduction
The programme “The Art of Selling Using CRM Tools to Improve Customer Relationships” develops professional practice in Sales. It connects the subject with workplace challenges by examining existing evidence and practices and choosing methods appropriate to the organization and its available resources.
The learning progresses from customer experience development and complaint handling to performance measurement and continuous improvement, with practical work on sales management, negotiation, and relationship development, professional communication, negotiation, and conflict management, market analysis and marketing strategy development. Participants prepare outputs to support workplace application and review the quality and results of implementation.
Learning objectives
- Design a service journey and complaint response based on customer needs and follow-up evidence in an application related to “The Art of Selling Using CRM Tools to Improve Customer Relationships”.
- Build a sales process connecting opportunity qualification with customer needs and disciplined follow-up.
- Select a communication and negotiation approach that addresses interests and preserves professional relationships.
- Design a marketing direction based on a defined segment and measurable value.
- Build performance indicators that distinguish activity completion from achievement of results.
Learning areas
1. Customer Experience Development and Complaint Handling
- Define customer groups, expectations, and touchpoints, and map an actual journey including waiting, effort, and information exchange.
- Analyze the voice of the customer, complaints, and feedback, classifying recurring causes and linking them to the process, product, or communication channel.
- Set response, resolution, and escalation standards that consider the problem's impact, staff authority, and message clarity for the customer.
- Simulate a difficult service situation, applying listening, empathy, and fact verification, and offer a feasible solution or alternative.
- Build indicators for resolution time, complaint recurrence, and experience quality, and use results to address root causes and monitor impact. The application examines a case related to “The Art of Selling Using CRM Tools to Improve Customer Relationships”.
2. Sales Management, Negotiation, and Relationship Development
- Identify the right customer and qualify the opportunity in terms of need, decision-making, budget, and timing, documenting missing information.
- Conduct a discovery interview focused on the customer's problem and intended result, distinguishing the stated request from the actual need.
- Write a proposal connecting the solution to value, evidence, scope, and terms, and address objections through questions and checks on understanding.
- Prepare a negotiation identifying interests, alternatives, and authority limits, and document both parties' commitments and the closing and handover steps.
- Manage follow-up in an opportunity register with evidence-based forecasts, and measure conversion, sales cycle length, and relationship quality after delivery.
3. Professional Communication, Negotiation, and Conflict Management
- Analyze the communication objective, audience, context, and sensitivity, and select the channel, message, and timing to support the intended result.
- Practice listening, checking understanding, and questioning, and distinguish facts from interpretations and personal assumptions.
- Identify the parties' interests, limits, alternatives, and comparison criteria, and prepare a list of negotiable points.
- Handle objections and disagreements by reframing the problem, generating alternatives, and documenting agreements.
- Simulate a communication or negotiation situation, assess message clarity and response quality, and plan improvements for subsequent practice.
4. Market Analysis and Marketing Strategy Development
- Analyze the market, competitors, and customers using appropriate data, and identify sample limitations and assumptions requiring testing.
- Segment the market, select the priority segment, and describe customer needs, behavior, and decision-making criteria.
- Build a clear value proposition and positioning, connecting them to service features and evidence supporting the marketing promise.
- Select the channel mix, content, and budget according to the customer journey, and define messages suited to each stage without overstating claims.
- Prepare a campaign pilot with reach, engagement, conversion, and cost indicators, and analyze results to adjust targeting, messages, and resource allocation.
5. Performance Measurement and Continuous Improvement
- Define the intended result and its beneficiary, and distinguish indicators of inputs, activities, outputs, and impact.
- Define each indicator's formula, unit of measurement, data source, update frequency, and responsibility for collection and verification.
- Select a baseline, realistic target, and alert thresholds, and review data quality before interpreting deviations from the target.
- Analyze the causes of performance gaps and link them to corrective actions with specified owners, deadlines, resources, and closure verification methods.
- Design a review meeting covering trends, decisions, and open actions, and track improvement over more than one measurement cycle.
Practical outputs
- A customer journey map, complaint response guide, and service quality cards.
- A customer account plan, opportunity pipeline, and proposal and follow-up template.
- A communication plan, interests matrix, and actionable negotiation scenario.
- A marketing plan covering segments, value proposition, channels, and outcome measures.
- Performance indicator cards and a plan for reviewing results and improvement actions.
Who should attend
- Practitioners, specialists and supervisors whose work relates to the programme subject.
- Managers and teams working in sales, according to their practical responsibilities.
- Professionals responsible for applying the outputs of “The Art of Selling Using CRM Tools to Improve Customer Relationships” within their organizations.
Prerequisites
- Working familiarity with the programme field and the ability to discuss a professional case or challenge.
- Confirm the suitability of your experience and any specialist prerequisites with the Union before participation.
Conclusion
The programme “The Art of Selling Using CRM Tools to Improve Customer Relationships” brings together concepts, case review and a practical application. Participants prepare steps that can be adapted to their responsibilities and organizational resources, with an indicator to follow application and review results after returning to work.
Participation arrangements and any special requests are specified in the confirmation issued by the Union.