Course Overview:

In todays increasingly competitive and customer-driven marketplace, organisations require sales professionals who can make sales strategies and effectively manage customers, channels, distributors, retailers, and strategic business relationships across both FMCG and Business-to-Business (B2B) markets.

This course is designed to provide participants with practical, industry-oriented exposure to modern sales management and business development practices. The course combines real-world FMCG sales execution frameworks with strategic B2B selling concepts to help participants understand sales management from frontline market execution to strategic relationship and account management.

Participants will gain a practical understanding of sales force management, distributor operations, retail execution, key account management, customer psychology, channel development, and B2B relationship selling. The course also introduces participants to strategic B2B concepts, including segmentation, pricing strategies, customer relationship management (CRM), and business development planning.

This course emphasises practical application through case studies, industry examples, market simulations, role plays, and interactive discussions. By the end of the program, participants will be equipped with practical frameworks and managerial insights to improve sales performance, strengthen customer relationships, and drive business growth in competitive markets.

Learning Outcomes:

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

• Understand the foundations of professional selling and differentiate between FMCG, B2C, and B2B selling environments.

• Understand the structure, roles, and responsibilities within sales organisations, from frontline sales teams to regional sales management.

• Analyse distributor operations, sales coverage models, and route-to-market strategies to improve market penetration and execution effectiveness.

• Apply retailer management and in-store execution principles to improve merchandising, visibility, retailer relationships, and market execution quality.

• Use sales analytics and market prioritisation tools, including 80/20 analysis, distributor performance evaluation, outlet segmentation, and productivity measurement.

• Understand channel management, supply chain coordination, and key account management practices in both FMCG and B2B environments.

• Apply customer psychology, negotiation, relationship marketing, and CRM principles to build stronger customer relationships and improve sales effectiveness.

• Develop strategic understanding of B2B selling, including segmentation, pricing strategies, product/service management, and business development planning. Strategies for better geographical coverage.

Course Outline

Syed Aon Mehdi

Having worked with multinational organisations including Coca-Cola, PepsiCo, and Shell Pakistan, and with a career spanning corporate leadership, consulting, training, and academia, Syed Aon Mehdi brings over 25 years of experience in sales management, business development, distribution strategy, and customer relationship management across B2C and B2B markets. An MBA from Lahore University of Management Sciences (LUMS) and a Gold Medalist in Psychology, he is passionate about practical, industry-oriented teaching, mentoring students and professionals, and bridging the gap between classroom learning and real-world business challenges.

Participants must register online through the CES website by clicking on their desired course and filling out a one-page form. Before starting the registration process, please ensure that you have the following:

- A passport-sized photograph for the CES smartcard. It should be against a white background.

- Correct CNIC details.

Incorrect information provided during the registration process will lead towards cancellation of your enrolment at any stage, and participants will not be entitled to claim a refund.

Once you have completed your online registration, you may proceed to the payment section. You have two options:

1. Pay online using your bank debit/credit cards through LUMS online payment system https://pay.lums.edu.pk

2. Download the fee voucher and deposit cash in any branch of the designated banks specified on the fee voucher.

Once the payment has been made, you will receive a confirmation email within 24 to 48 working hours, and your payment status will be updated to "ENROLLED" in the online application portal.

Installment:

KalPay Taleem offers monthly installments for all CES on-campus courses and workshop fees. For more details, contact via WhatsApp at 0328 3044414 (working hours - 9:30 AM to 6:00 PM), or visit taleem.portal.kalpayfinancials.com/sign-up to apply!

Note: CES may cancel or postpone a course due to insufficient enrolment or unforeseen circumstances. In this case, the university will refund registration/processing fee (if any) but will not be responsible for any other related charges/expenses including cancellation/change charges by airline and travel agencies.

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