D099 Sales Management Study Guide | Actual 2025 Latest study |
Questions and Answers
Contents
Module 1 Sales Role...............................................................................................................................................2
Module 2: Sales Practice.......................................................................................................................................12
Module 3 Organizational Buying process.............................................................................................................25
Module 4 Customer Relationship Management....................................................................................................31
Module 5 Sales Analytics......................................................................................................................................40
Module 6 Sales Roles............................................................................................................................................50
Module 7 Recruitment Process.............................................................................................................................62
Module 8 Sales Training.......................................................................................................................................84
Module 9 Sales Compensation.............................................................................................................................99
Module 10 Salesperson Evaluation.....................................................................................................................110
Module 11 Budgeting & Planning.......................................................................................................................119
Module 12 Forecasting & Quota Development..................................................................................................132
Selling and Buying-11% (Unit 2, pgs. 5-22)
• Sales Practices (Module 1)
• Sales Role (Module 2)
Organizational Buying-10% (Unit 3, pgs. 23-
32)
• Organizational Buying Process (Module
3)
Customer Relationship Management-19%
(Unit 4, pgs. 33-48)
• Customer Relationship Management
(Module 4)
• Sales Analytics (Module 5)
Organizing a Sales Force-20% (Unit 5, pgs.
49-63)
• Sales Role Perceptions (Module 6)
• Recruitment Process (Module 7)
Organizational Relationships-20%, Sales
(Unit 6, pgs. 64-83)
• Sales Training (Module 8)
• Sales Compensation (Module 9)
• Salesperson Evaluation (Module 10)
Sales Planning Process-20% (Unit 7, pgs. 84-
98)
• Budgeting and Planning (Module 11)
, • Forecasting and Quota Development (Module 12)
D099 Sales Management Study Guide 2025
*most glossary terms will be underlined and bold. i.e. account management: definition.
Module 1 Sales Role
Marketing: business function that identifies, satisfies, and retains customers through a set of activities related to
creating, communicating, delivering and exchanging o erings that have value for the customer.
Relationship selling: sales technique that focuses on the interaction between the buyer and the salesperson
rather than the price or details of the product.
Value creation: the performance of actions that increase the worth of goods, services, or even a business.
Sales: incorporates actually selling the company’s products or service to its customers.
Process: a systematic approach involving a series of steps that enables a sales force to close more deals, increase
margins and make more sales through referrals.
Customer Loyalty: Having a positive attitude toward a product or brand, which induces supportive behavior
from the customer.
Brand trust: the willingness of the average consumer to rely on the ability of the brand to perform its stated
function.
Personal selling: a type of selling that uses person-to-person interaction to sell products and services.
Conversion rates: the percentage of prospective customers who take a specific action you want.
Sales forecast: the process of estimating future sales.
,Operational budget: a plan for expenditures required to maintain the functioning of a business venture or public
organization.
Profitability: the ability of a company to use its resources to generate revenues in excess of it expenses.
D099 Sales Management Study Guide 2025
Product-market fit: the degree to which a product satisfies a strong market demand.
Q1: Discuss the 4 key objectives of a sales department, giving an example for each.
• Generating customers and converting sales—The main goal of a sales department is to produce sales.
But this must be done e iciently and inexpensively. Sales departments should always be thinking
about better conversion rates. For example, if Anika talks to 10 potential customers today and 2 of them
buy the product, she was able to convert 20% of her customers. Thus, her conversion rate is 20%. Better
conversion rates translate into spending less money on customer conversion, which in turn results in
higher profits for a company. Therefore, e icient sales departments are always looking to improve
their conversion rates.
• Retaining current customers—As was discussed before, customer loyalty is imperative for business
longevity, and the sales team should strive to retain customers. Remember what gave Anika the drive to
be in sales? Building customer trust and relationships was her impetus to stay in sales. Retaining
customers is a crucial role of the sales team because it costs businesses more to attract new customers
than to keep existing ones. Building a relationship with customers involves making a connection by
listening to and trying to provide honest answers and viable solutions for customers' needs and wants.
To provide these answers and solutions, the salesperson needs to adapt the sales process to each
customer. These concepts will be discussed in more detail later in this module.
• Developing a sales forecast—Sales departments are responsible for determining how much product can
be sold during a specific time period and at what price. Businesses use this forecast to develop an
operational budget and to determine potential profitability. (More about data will be discussed later in
this lesson.) Sales forecasting helps companies determine how to manage their workforce, production,
and financial resources to operate e iciently.
• Ensuring product-market fit—The sales function needs to work closely with marketing to ensure the
product is meeting a need for the target market and that the product is being promoted correctly to
generate a satisfactory level of sales.
Corporate structure: an organization’s di erent departments or business units within a company to achieve its
overall mission and goals.
Q2: What are the two common corporate structures? Explain with an example
1. Functional structure: an organization structure that groups employees according to a specialized or
similar set of roles or tasks. This structure groups employees into functional areas based on expertise.
These functional areas often correspond to stages in the value chain such as operations, research and
development, and marketing and sales.
, D099 Sales Management Study Guide 2025
2. Modular structure: divides the business into small, tightly knit strategic business units (SBUs) which
focus on specific elements of the organizational process. Interdependence among the units is limited
because the focus of many SBUs is more inward than outward and because loyalty within SBUs tends to
be very strong.2 An SBU is treated by corporate headquarters as an internal profit center. Consequently,
services are treated as distinct products charged directly to customers. In this environment, sales
departments hold both product and service sales responsibilities and are part of each strategic unit.
Value chain: the process or activities by which a company adds value to a product, including production,
marketing and the provision of after-sales services.
Q3: What are Strategic Business Units. Explain with an example.
Strategic business units (SBUs): a profit center that focuses on product o ering and market segment.
Competitors: firms that provide similar products or services and try to attract the same customers. Q4: What is
Competitive advantage and Sustainable Competitive advantage?
Competitive advantage: a condition or circumstance that puts a company in a favorable or superior business
position.
Questions and Answers
Contents
Module 1 Sales Role...............................................................................................................................................2
Module 2: Sales Practice.......................................................................................................................................12
Module 3 Organizational Buying process.............................................................................................................25
Module 4 Customer Relationship Management....................................................................................................31
Module 5 Sales Analytics......................................................................................................................................40
Module 6 Sales Roles............................................................................................................................................50
Module 7 Recruitment Process.............................................................................................................................62
Module 8 Sales Training.......................................................................................................................................84
Module 9 Sales Compensation.............................................................................................................................99
Module 10 Salesperson Evaluation.....................................................................................................................110
Module 11 Budgeting & Planning.......................................................................................................................119
Module 12 Forecasting & Quota Development..................................................................................................132
Selling and Buying-11% (Unit 2, pgs. 5-22)
• Sales Practices (Module 1)
• Sales Role (Module 2)
Organizational Buying-10% (Unit 3, pgs. 23-
32)
• Organizational Buying Process (Module
3)
Customer Relationship Management-19%
(Unit 4, pgs. 33-48)
• Customer Relationship Management
(Module 4)
• Sales Analytics (Module 5)
Organizing a Sales Force-20% (Unit 5, pgs.
49-63)
• Sales Role Perceptions (Module 6)
• Recruitment Process (Module 7)
Organizational Relationships-20%, Sales
(Unit 6, pgs. 64-83)
• Sales Training (Module 8)
• Sales Compensation (Module 9)
• Salesperson Evaluation (Module 10)
Sales Planning Process-20% (Unit 7, pgs. 84-
98)
• Budgeting and Planning (Module 11)
, • Forecasting and Quota Development (Module 12)
D099 Sales Management Study Guide 2025
*most glossary terms will be underlined and bold. i.e. account management: definition.
Module 1 Sales Role
Marketing: business function that identifies, satisfies, and retains customers through a set of activities related to
creating, communicating, delivering and exchanging o erings that have value for the customer.
Relationship selling: sales technique that focuses on the interaction between the buyer and the salesperson
rather than the price or details of the product.
Value creation: the performance of actions that increase the worth of goods, services, or even a business.
Sales: incorporates actually selling the company’s products or service to its customers.
Process: a systematic approach involving a series of steps that enables a sales force to close more deals, increase
margins and make more sales through referrals.
Customer Loyalty: Having a positive attitude toward a product or brand, which induces supportive behavior
from the customer.
Brand trust: the willingness of the average consumer to rely on the ability of the brand to perform its stated
function.
Personal selling: a type of selling that uses person-to-person interaction to sell products and services.
Conversion rates: the percentage of prospective customers who take a specific action you want.
Sales forecast: the process of estimating future sales.
,Operational budget: a plan for expenditures required to maintain the functioning of a business venture or public
organization.
Profitability: the ability of a company to use its resources to generate revenues in excess of it expenses.
D099 Sales Management Study Guide 2025
Product-market fit: the degree to which a product satisfies a strong market demand.
Q1: Discuss the 4 key objectives of a sales department, giving an example for each.
• Generating customers and converting sales—The main goal of a sales department is to produce sales.
But this must be done e iciently and inexpensively. Sales departments should always be thinking
about better conversion rates. For example, if Anika talks to 10 potential customers today and 2 of them
buy the product, she was able to convert 20% of her customers. Thus, her conversion rate is 20%. Better
conversion rates translate into spending less money on customer conversion, which in turn results in
higher profits for a company. Therefore, e icient sales departments are always looking to improve
their conversion rates.
• Retaining current customers—As was discussed before, customer loyalty is imperative for business
longevity, and the sales team should strive to retain customers. Remember what gave Anika the drive to
be in sales? Building customer trust and relationships was her impetus to stay in sales. Retaining
customers is a crucial role of the sales team because it costs businesses more to attract new customers
than to keep existing ones. Building a relationship with customers involves making a connection by
listening to and trying to provide honest answers and viable solutions for customers' needs and wants.
To provide these answers and solutions, the salesperson needs to adapt the sales process to each
customer. These concepts will be discussed in more detail later in this module.
• Developing a sales forecast—Sales departments are responsible for determining how much product can
be sold during a specific time period and at what price. Businesses use this forecast to develop an
operational budget and to determine potential profitability. (More about data will be discussed later in
this lesson.) Sales forecasting helps companies determine how to manage their workforce, production,
and financial resources to operate e iciently.
• Ensuring product-market fit—The sales function needs to work closely with marketing to ensure the
product is meeting a need for the target market and that the product is being promoted correctly to
generate a satisfactory level of sales.
Corporate structure: an organization’s di erent departments or business units within a company to achieve its
overall mission and goals.
Q2: What are the two common corporate structures? Explain with an example
1. Functional structure: an organization structure that groups employees according to a specialized or
similar set of roles or tasks. This structure groups employees into functional areas based on expertise.
These functional areas often correspond to stages in the value chain such as operations, research and
development, and marketing and sales.
, D099 Sales Management Study Guide 2025
2. Modular structure: divides the business into small, tightly knit strategic business units (SBUs) which
focus on specific elements of the organizational process. Interdependence among the units is limited
because the focus of many SBUs is more inward than outward and because loyalty within SBUs tends to
be very strong.2 An SBU is treated by corporate headquarters as an internal profit center. Consequently,
services are treated as distinct products charged directly to customers. In this environment, sales
departments hold both product and service sales responsibilities and are part of each strategic unit.
Value chain: the process or activities by which a company adds value to a product, including production,
marketing and the provision of after-sales services.
Q3: What are Strategic Business Units. Explain with an example.
Strategic business units (SBUs): a profit center that focuses on product o ering and market segment.
Competitors: firms that provide similar products or services and try to attract the same customers. Q4: What is
Competitive advantage and Sustainable Competitive advantage?
Competitive advantage: a condition or circumstance that puts a company in a favorable or superior business
position.
