Gestão de Vendas

Not applicable.

The course unit combines expository, questioning, demonstrative and active learning methods, linking theoretical foundations with the resolution of sales problems. The following methods will be used:

· Interactive presentation of key concepts, models and tools.

· Analysis and discussion of B2B and B2C business cases.

· Simulations of meetings, proposal presentations, objection handling, negotiation and closing.

· Role-playing of sales situations, with structured observation and feedback.

· Educational use of CRM systems, spreadsheets and dashboards.

· Data analysis and sales decision-making.

· Supervised development of an applied group assignment.

· Oral presentation and defence of the proposed solutions.

· Discussion of scientific articles, professional reports and sales trends.

· Participation, whenever possible, of guest sales professionals and managers.

· Critical, ethical and transparent use of digital and artificial intelligence tools.

By the end of the course unit, students should be able to:

1. Explain the strategic role of sales management and its relationship with marketing and the other functional areas of the organisation.

2. Analyse sales force structures, functions and organisational models in B2B and B2C contexts.

3. Diagnose an organisation’s sales process and identify opportunities for improvement throughout the sales funnel.

4. Define sales objectives, quotas, performance indicators and action plans aligned with the organisation’s strategy.

5. Plan sales territories, customer portfolios, routes, channels and sales force resources.

6. Design processes for the recruitment, selection, onboarding, training, motivation, coaching and appraisal of salespeople.

7. Compare remuneration, reward and incentive models and assess their effects on behaviour and performance.

8. Apply techniques for prospecting, approaching customers, diagnosing needs, presenting the value proposition, negotiating, handling objections, closing and post-sale follow-up.

9. Use CRM, pipeline management and sales performance analysis concepts and indicators.

10. Assess key account management, digital and omnichannel sales, and international sales operations.

11. Develop and defend a well-founded, measurable, ethical and financially sustainable sales plan.

1. Sales management foundations and strategy

· Concept, evolution and importance of sales management.

· The role of sales in business strategy.

· Coordination between marketing, sales, operations and customer service.

· Specific features of B2B, B2C, service and solution selling.

· Roles, responsibilities and competencies of the sales manager.

2. Sales force organisation

· Geographical, product, market, customer and hybrid structures.

· Inside, field, remote and hybrid sales models.

· Sales force sizing.

· Sales territory and customer portfolio design and management.

· Time, route, coverage and sales productivity management.

3. People management in sales

· Recruitment, selection and onboarding of salespeople.

· Training and competency development.

· Leadership, motivation and sales coaching.

· Communication, sales meetings and conferences.

· Remuneration, commissions, rewards and incentives.

· Individual and team performance appraisal.

4. Sales process and selling techniques

· Prospecting and opportunity qualification.

· Sales preparation and approach.

· Customer needs diagnosis.

· Development and communication of the value proposition.

· Sales presentations and demonstrations.

· Objection handling.

· Negotiation and concessions.

· Closing techniques.

· Post-sale follow-up, retention and customer development.

5. Sales control and technology

· Sales funnel, pipeline and cycle.

· CRM and sales information management.

· Sales indicators and dashboards.

· Conversion rate, average order value, sales cycle length and customer acquisition cost.

· Customer value, retention, churn, cross-selling and up-selling.

· Sales enablement, automation and artificial intelligence.

· Monitoring, variance analysis and corrective actions.

6. Sales channels and specialised contexts

· Sales channel development and management.

· Direct, indirect, digital and omnichannel sales.

· Social selling and remote selling.

· Key Account Management.

· International sales and cross-cultural management.

· Sales promotions and point-of-sale merchandising.

7. Ethics, responsibility and trends

· Ethics and responsibility in sales activities.

· Data protection and the responsible use of customer information.

· Misleading commercial practices and sales pressure.

· Sustainability and trust in business relationships.

· Future trends in the sales profession.

Periodic assessment:

• Attendance of at least 75% of the total classes taught (mandatory requirement to be eligible for periodic assessment)
• A test, with a weight of 50% in the final grade
• 1 group work (50%)

Evaluation by Exam:

· 1 individual written exam (100%)

NAO