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Seminar finder

Strategic Sales Management

This is our 2-part management program for sales directors and those responsible for managing sales. 4 + 3 days.


If you are responsible for the success of a company or a section of the market as sales director or responsible for sales management, then this 2-part management program is just the ticket. As you know, the point-of-sale reveals if all your strategies, concepts and plans have become a reality. Sales and distribution is where your company has direct contact with its customers, with consumers and buyers. It all depends on them. How effective sales are is crucial to the actual success of your company. This is why the work you do in sales and distribution management begins early, at strategy level. Both must integrate the world of the customer and the world of the sales and distribution partners into the strategic process. Who else but sales and distribution know what the customer really wants, how the competition works, where sales strengths can be more effectively employed?


The 2-part program begins with a 4-day strategy seminar. Our highly-qualified lecturers show you how you can develop company and business strategies, and how these affect sales guidelines. The second part of the program then demonstrates how you can derive a sales management strategy and how to implement it.


  • Heads of distribution and sales 

  • CEOs and directors with responsibility for 
distribution and sales 

  • Managers seeking to prepare for these kinds 
of positions 

  • Decision-makers working on expanding the 
sales strengths of a company 


What a company wants to achieve

  • Corporate policy and philosophy, a canon of values and normative guidelines as target
  • Setting main priorities
  • Today's and tomorrow's market position

What customers want and what they need

  • Who are my customers and how can they be defined according to segment and target group?
  • What do these customers really want?
  • Understanding the customer as prerequisite for generating high customer value

How my business model will function tomorrow

  • Analyzing the currently-used business 

  • Developing potential new business models

Which market positions a company promotes 

  • Assessing my company's market position 

  • Is my company dominant, unique or a follower?

How to assess my company's competitive position

  • Strengthening competitive positions
  • How to identify positions that cannot survive

Corporate strategies that must be implemented

  • Drawing up alternative corporate strategies
  • Determining the best corporate strategy and implementing it

Business strategies and sales management

  • How business strategies are developed
  • What do business strategies mean to sales management?

How to create a sales and distribution strategy

  • Content of a sales & distribution strategy
  • Developing a sales or distribution strategy

Sales management concepts

  • How to optimize value to the customer
  • Utilizing customer potential even better
  • How can you manage customer relations?
  • How can you win back lost customers?


4. Session 2018

Number: N8248

Part 1: August 27 - 30, 2018
Lucerne, Switzerland

Part 2: December 10 - 12, 2018
Berlin, Germany

CHF 6'900.- excl. VAT Invoice on request in EUR, at current exchange rate

5. Session 2018

Number: N8258

Part 1: October 16 - 19, 2018
Boston, USA

Part 2: December 10 - 12, 2018
Berlin, Germany

CHF 6'900.- excl. VAT Invoice on request in EUR, at current exchange rate

Additional Services

Call us for a telephone consultation: +41 (0) 44 913 15 80

Seminar + Individual Coaching

Seminar + Individual Coaching

Book an individual coaching session in addition to a seminar.

My Sparring Partner

My Sparring Partner

Book this 2-day workshop and profit from a deep-dive into company-specific content, with insights especially relevant to your work. For you and a max. of 4 other colleagues from your company.

Learn & Perform

Learn & Perform

First you attend an open seminar. After completion, a St. Gallen management consultant visits you at your company to support implementing what your learned.

A Second Opinion

A Second Opinion

You need to make an important decision that will determine the course your company will take. To make sure you get it right, you need a second opinion.

Implementation Project

You attend an open seminar, and those things you learned that are especially vital to your company are then implemented with this project, tailor-made for your company with external support.

The Mental Option

Management top-performance requires mental preparation. Our "Human Tuning" service is an additional day of mental training for executives.

Company Teams

Two or more participants from a single company take part in the same seminar – and implement what they learned immediately upon return.

Bosses Promoting High-Potentials

When you promote men and women of your staff, it will help if you approve their participation in our junior program first. In a briefing, you tell us what exactly your employee needs to develop. We meet with the participant and give you feedback about this. We then give you a promotion proposal and the St. Gallen talent-promotion tool for implementing your own talent management.

Small-Group Seminar

Small-Group Seminar

A seminar with a max. of 6 participants. Small groups allow a deep-dive into subjects of special interest to you.



After learning the latest management insights at your seminar, you want to use them. You have ideas, maybe even a concept. Or you want to practice what you learned and your conduct as an executive.

Bring your Customer

Bring your customers with you to a seminar. Here you'll be inspired for collaboration, joint development, open innovation. During off-time, you can work with your customer on ideas for future collaboration.

Compressed Learning

Compressed Learning

Management knowledge compressed into a 1-day seminar, with content conceived especially for your company.

Certification of your Advanced Training

Certification of your Advanced Training

You can book an additional 4-day workshop for certifying your advance training.

Career Support

Career Support

You are pursuing a specific management position. We'll help you in your career.

St. Gallen Tools

St. Gallen Tools

We develop management and leadership instruments that are tailor-made for use at your company.

St. Gallen Inhouse

St. Gallen Inhouse

Seminars with company-specific content. If you have questions about this or need information, please call us at +41 (0) 44 913 1580 or write an email to:


Contact us

+41 (0) 44 913 15 80

Write an email