Business Workshop, Key Account Management, Pharmaceutical and Medical devices
2-Day Training

Increasing efficiency in getting new customers by on- and offline acquisition as well as develop existing customers.

The job description of a sales manager position always starts with the task of acquiring and converting new customers. In this particular business workshop, we use and combine digital marketing, traditional marketing and quality management to optimize the process of acquisition.

We put into practice and yet optimize the well-known A-I-D-A formula - we identify our target group and improve on how to get qualified names and addresses and how to manage the process in a sustainable way with the help of key performance indicators to increase sales volume and profitability.

Industry focused seminar on current developments in pharmaceutical distribution. Purchasing cooperatives, purchasing alliances, online sales, etc. often put pressure on the traditional pharmaceutical sales team. We will discuss opportunities and risks and how to manage them sustainably.

Acquiring new customers, retaining existing customers and winning back customers is the focus of the seminar. The key customer usually has a high share of total sales and contribution margin and therefore has to be served sustainably. We think about how we can move from a unique selling proposition to a unique customer proposition, how we can recognize and communicate our company and product advantages and how we can establish customer loyalty to us, our company and our products/services.


  • Corporate und company-wide objectives (quality vs. quantity)
  • Introduction to “The 3 Assets in Sales and Marketing”
  • Differentiation between quantity and quality
  • Smart-objective management
  • Definition and proactive management of ratios and KPI´s in sales
  • Definition of lead and lead management
  • Integration of quality management into sales
  • Process management during the acquisition process
  • Possibilities of lead generation and conversion
  • Qualification of leads
  • Sales qualified leads vs. marketing qualified leads
  • Ways to convert prospective customers
  • Ratios and KPI´s in the acquisition process
  • Sales Funnel Management
  • Deployment of objectives, cooperation with marketing and other internal or external departments
  • Management of existing customers and establishment of customer loyalty
  • Cross-selling as a sales target
  • Up-selling as a sales target
  • Sales possibilities and opportunities for existing customers
  • Customer satisfaction management and management deployment
  • Net Promotor Score including process management to improve the actual status
  • Priority Management for sales managers – time as the bottleneck
  • Customer recovery
  • Churn-rate and improvement process using the Ishikawa method

Training methods:

  • Interactive workshop based on customer demand
  • Short presentations from Roberto Capone
  • Tools and techniques in quality management and sales
  • Group tasks
  • Sales scenarios

Optional: webinar, remote training, blended learning possibilities

Your investment: 1,750.00 EUR excl. VAT

The 2nd person from the same company gets a 30% discount.

Duration: Two days 9 am – 4 pm

2 day trainigs

Country Citiy Beginning Ending
Germany Berlin23.08.202124.08.2021
Germany Berlin01.03.202202.03.2022
Germany Berlin05.09.202206.09.2022
Germany Munich26.08.202127.08.2021
Germany Munich03.03.202204.03.2022
Germany Munich08.09.202209.09.2022
Austria Vienna 30.08.202131.08.2021
Austria Vienna 10.03.202211.03.2022
Austria Vienna 12.09.202213.09.2022
The Netherlands Maastricht 08.11.202109.11.2021
The Netherlands Maastricht 21.03.202222.03.2022
The Netherlands Maastricht 10.10.202211.10.2022
Italy Bolzano 11.10.202112.10.2021
Italy Bolzano 16.05.202217.05.2022
Italy Bolzano 03.10.202204.10.2022
Spain Malaga 14.10.202115.10.2021
Spain Malaga 19.05.202220.05.2022
Spain Malaga 06.10.202207.10.2022
France Marseille 18.10.202119.10.2021
France Marseille 27.06.202228.06.2022
France Marseille 10.11.202211.11.2022
SlowakiaBratislava 01.09.202102.09.2021
SlowakiaBratislava 25.04.202226.04.2022
SlowakiaBratislava 15.09.202216.09.2022
Denmark Copenhagen 27.09.202128.09.2021
Denmark Copenhagen 04.07.202205.07.2022
Denmark Copenhagen 21.11.202222.11.2022
GB London 29.09.202130.09.2021
GB London 07.07.202208.07.2022
GB London 05.12.202206.12.2022