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 Professional Certification Handbook For SMEI Affiliates & Chapters © 2011 Sales & Marketing Executives International, Inc. www.smei.org | 800‐999‐1414 Sales&MarketingExecutivesInternational,Inc
ProfessionalCertificationHandbookforAffiliates&Chapters
Contents
Sales & Marketing Executives International, Inc Professional Certification Handbook for Affiliates & Chapters .................. 1 Introduction ........................................................................................................................................................................ 2 What is Professional Certification? ..................................................................................................................................... 2 What Professional Certifications are Available? ................................................................................................................. 2 CME® ‐ Certified Marketing Executive® .......................................................................................................................... 2 CSE® ‐ Certified Sales Executive® .................................................................................................................................... 3 SCPS™ SMEI Certified Professional Salesperson ............................................................................................................. 4 The Certification Process .................................................................................................................................................... 5 Ways that Candidates Can Prepare for Their Certification Exam ....................................................................................... 5 Certification Committee...................................................................................................................................................... 6 Annual Certification Committee Marketing Plan ............................................................................................................ 6 Actively Promote the Certification Programs ................................................................................................................. 7 Benefits of Participating in SMEI Certification for Your Affiliate/Chapter .......................................................................... 7 Organize Certification Study Groups ................................................................................................................................... 8 SMEI Chairman's Award Points ........................................................................................................................................... 8 SMEI Certified Professional Salesperson™ ‐ 9 Week Study Group Outline ........................................................................ 9 Certified Sales Executive® ‐ 8 Week Study Group Outline ................................................................................................ 10 Certified Marketing Executive® ‐ 12 Week Study Group Outline ..................................................................................... 11 1 Introduction
The SMEI Certification Programs provide the SMEI affiliate/chapter or chapter with a tool to enhance the professional development of its members. The members who become CSE®, CME®, and/or SCPS™ certified will join other certified members around the world who proudly use their certification designation to show their professional status. They exemplify excellence in the sales and marketing profession through their participation in this program. WhatisProfessionalCertification?
For the credibility of the profession, it is important to recognize marketing and sales professionals who have met and surpassed high standards of education, experience, knowledge, and ethical conduct. Sales & Marketing Executives International, Inc. (SMEI) has established sales certification and marketing certification programs for its members to complete in order to be able to use its professional designations. These sales certification and marketing certification programs involve part‐time self‐study, enrolling in a study group, or a formal classroom program and an examination process. Membership in SMEI and SMEI sales certification or marketing certification designation shows to the world that you are a sales and marketing professional. Sales certification and marketing certification announce your professional competence to your clients, employer, peers, and customers. Your CSE®, CME®, or SCPS™ designation certifies that you abide by the highest ethics and principles and have demonstrated knowledge and experience in sales and marketing. Professionalism ‐‐ Certification indicates a high level of professionalism to both coworkers and customers, increasing your value in the market place. Leadership ‐‐ Certification signifies you are dedicated to continuous improvement of yourself and your staff. Recognition ‐‐ Only the top sales and marketing professionals seek certification, indicating that you are a leading sales and marketing professional. Knowledge ‐‐ Certification improves your understanding of the most current sales and marketing processes and trends. WhatProfessionalCertificationsareAvailable?
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Certified Marketing Executive® (CME®) ‐ For marketing managers and top level executives. Certified Sales Executive® (CSE®) ‐ For sales managers and top level executives. SMEI Certified Professional Salesperson™ (SCPS™) ‐ For sales representatives and professionals CME®‐CertifiedMarketingExecutive®
The Certified Marketing Executive program is ideal for professionals who are employed as a marketing officer, marketing manager, marketing director, sales or any individual or company owner responsible for marketing management and who has direct reports. Marketing Educators and Consultants who specialize in marketing management may also apply. 2 The Certified Marketing Executive Certification program will award the coveted "CME" designation which the certified professional can place on their business cards and stationery. (Example: John Q. Roberts, CME). Effective use of the designation on stationary, email signatures and websites is a great way to let your employer, customers, prospects and peers know that you are a true professional and that your business activities are guided by a signed sales & marketing code of ethics. SMEI’s CME® certification program is designed to ensure that those completing the program have successfully demonstrated knowledge and understanding of the core competencies outlined below. Recognized authorities in sales and marketing were involved in prescribing these competencies, which were in turn approved and adopted by the Certified Marketing & Sales Professionals Association. CME®CoreCompetencies
Foundations of Marketing Management • Marketing Concepts Strategic • Marketing Management • Global Marketing Developing Marketing Strategies • Analyzing Market Opportunities • Market Segmentation and Positioning Implementing Marketing Strategies • Product Development and Management • Designing Pricing Strategies • Managing Marketing Channels • Managing Integrated Marketing Communications • Managing Direct and On‐Line Marketing • Evaluating Marketing Strategy Professional Skills • Legal • Technology • Communication Ethics CSE®‐CertifiedSalesExecutive®
The Certified Sales Executive program is ideal for professionals who are employed as a sales manager, regional sales manager, sales director, Vice President of sales, Chief Sales Officer or any individual or company owner responsible for sales management and who has direct reports. Sales Educators and Sales Consultants who specialize in sales management may also apply. The Certified Sales Executive Certification program will award the coveted "CSE" designation which the certified professional can place on their business cards and stationery. (Example: John Q. Roberts, CSE) This designation is a great door‐opener and conversation starter during prospecting or sales calls. Effective use of the designation on stationary, email signatures and websites is a great way to let your employer, customers, prospects and peers know that you are a true professional and that your business activities are guided by a signed sales & marketing code of ethics. SMEI’s CSE® certification program is designed to ensure that those completing the program have successfully demonstrated knowledge and understanding of the core competencies outlined below. Recognized authorities in sales 3 and marketing were involved in prescribing these competencies, which were in turn approved and adopted by the Certified Marketing & Sales Professionals Association. The competencies are grouped into knowledge clusters and cover sales management, marketing management, and ethics. CSE®CoreCompetencies
Organization and Management • Planning, Forecasting and Budgeting • Organizing the Sales Force • Communication • Team Building • Motivation and Incentive Management • Legal Personnel • Recruiting • Sales Training • Performance Appraisal • Sales and Marketing Foundations of Marketing Strategy • Pricing and Trade Practices • Integrated Marketing Communications • Emerging Channels • Sales Technology Ethics SCPS™SMEICertifiedProfessionalSalesperson
The SMEI Certified Professional Salesperson™ is ideal for professionals who are employed as a sales representative, account manager, distributor representative or any individual or company owner responsible for sales. The SMEI Certified Professional Salesperson™ program will award the coveted "SCPS" designation which the certified professional can place on their business cards and stationery. (Example: John Q. Roberts, SCPS) This designation is a great door‐opener and conversation starter during prospecting or sales calls. Effective use of the designation on stationary, email signatures and websites is a great way to let your employer, customers, prospects and peers know that you are a true professional and that your business activities are guided by a signed sales & marketing code of ethics. SMEI’s SCPS™ certification program is designed to ensure that those completing the program have successfully demonstrated knowledge and understanding of the core competencies outlined below. Recognized authorities in sales and marketing were involved in prescribing these competencies, which were in turn approved and adopted by the Certified Marketing & Sales Professionals Association. SCPS™CoreCompetencies
Foundation Skills 1. Segmentation 2. Differentiation & Positioning 3. Self‐Knowledge/Professionalism 4. Product/Company Knowledge 5. Communication/Listening Skills 6. Understanding Buyers & Markets 4 Planning 1. Goal Setting 2. Forecasting 3. Understanding Motives and Needs 4. Decision Influencers 5. Features/Benefits Preparation Executing 1. Qualifying Prospects 2. Negotiations 3. Overcoming Objections 4. Closing 5. CRM Ethics TheCertificationProcess
SMEI professional certification can be obtained through a methodical step‐by‐step process: 1. Review the certification information at www.smei.org/certification 2. Using the convenient online application form, submit the required information and pay the application fee 3. Use the proprietary exam preparatory textbook and Online Learning Center (OLC) to study for the certification exam 4. Register to take the certification exam using the online form at www.smei.org/certification 5. Sit for the 3‐hour exam at an SMEI approved testing center 6. Candidates who achieve a minimum passing grade of 75% on the exam will be provided with their applicable certification designation by SMEI 7. Candidates must complete a minimum of 20 hours of professional development in each subsequent year following their certification, apply for renewal and pay the annual renewal fee in order to maintain their designation in good standing. WaysthatCandidatesCanPrepareforTheirCertificationExam
The SMEI certification program is not a training program. Professional certification is obtained by successfully meeting prerequisites and passing a test for competency. However, most individuals prefer to have some preparatory assistance before sitting for their certification exam. There are several paths available to candidates: 1. Self‐Study – The candidate uses SMEI’s proprietary textbook and Online Learning Center (OLC) to prepare for the exam through self‐study. 2. Study Group – Study groups can be organized by SMEI Affiliates/Chapters to allow 3 or more candidates studying for the same designation to join together to study the SMEI textbook. Candidates also use the OLC to supplement their work with the group study. The group study has significant advantages in that it adds richness to the study experience. 5 3. University Accredited Program – SMEI partners with several universities to offer a certification designation as an outcome of successfully completing a university level program. Universities with sales and marketing degree programs or continuing education programs can apply to SMEI for accreditation or can adopt SMEI’s syllabus. 4. Licensed Training Organization – 3rd Party Training Organizations can apply for a license from SMEI to use SMEI’s proprietary training materials to conduct exam preparatory courses. CertificationCommittee
The Certification Committee should consist of at least 5 people. Members who have achieved CSE®, CME®, and/or SCPS™ certification would be ideal candidates to serve on this committee. The committee's responsibility is to promote the Certification Programs. As more members become certified, it is important that they, too, become involved in promoting certification. AnnualCertificationCommitteeMarketingPlan
Develop an Annual Certification Marketing Plan that consists of realistic goals, strategies to reach the goals, and specific responsibilities of each committee member. Goals should be set in the following areas:  The number of articles in the affiliate/chapter newsletter  The number of presentations to be made at affiliate/chapter meetings  Presentations at all new member orientation meetings  Presentations to outside groups; i.e., Professional Sales Associations, etc.  The number of study groups to be organized in the affiliate/chapter  The number of members to take the CSE®, CME®, and/or SCPS™ certification examinations  Social media strategy for raising awareness of professional certification KeyStrategiesthatshouldbeconsidered:
 Identify key persons in your affiliate/chapter to enter the Professional Certification Program and become role models. These persons would be affiliate/chapter leaders (chair/president, officers, directors, and committee chairperson), members from large companies, or nonmembers who would be interested in the program and SMEI. Many SMEI members handle the sales function for specific accounts in addition to their sales and marketing managerial responsibilities and are, therefore, likely role model candidates for the SCPS™ Program.  Strive to enroll the salespeople employed by companies in your area in the SCPS™ Certification Program. Utilize the certification group pricing which provides a discount for five or more applicants from the same company.  Target prominent companies in the community that are known to be interested in the training and development of their sales organizations. Identify companies who are known to encourage personal development of their employees through education reimbursement programs, and call on them to include the CSE®, CME®, and/or SCPS™ certifications in their approved list of professional development programs. The affiliate/chapter Certification Chairperson should obtain the Professional Certification PowerPoint deck from SMEI for use in showing prospective candidates how the certification program works and to familiarize them with the study process.  Make a list and notify SMEI of potential certification licensees in your area (3rd Party Training Organizations that might wish to obtain a license from SMEI to support individuals in their effort to prepare for their certification exam) 6 
Make a list and notify SMEI of potential university partnerships available in your area ActivelyPromotetheCertificationPrograms The Certification Committee should actively promote certification throughout the program year to encourage a large number of members to participate:  Regularly place articles about certification in the affiliate/chapter newsletter. Also include other information developed by the Certification Committee.  Designate one monthly meeting each year as Certification Month and use the meeting to actively promote the CSE®, CME®, and/or SCPS™ programs. This meeting should be early in the program year to get the best results.  Periodically set up a Certification Program Information table during the Receptions prior to the meeting to hand out certification materials, answer questions, and secure commitments from members to enter the program.  Identify the persons who are on the Certification Committee in some way (ribbons on name tags, special pins, etc.) So that each month the committee members can answer questions for prospective candidates. Certification ribbons can be obtained from SMEI.  Develop contests to encourage persons/companies to sign up and enter the program. These can be short, fun ways of promoting all three certification programs.  Recognize those who have gained the CSE®, CME®, and/or SCPS™ designations in your affiliate/chapter newsletter, at monthly meetings, and through other locally devised methods such as social media.  Newly certified recipients should be officially presented with their framed certificate at an affiliate/chapter monthly meeting. The certificates are usually sent directly to the candidate, but for groups, they can be sent to the affiliate/chapter for presentation ceremonies. Becoming certified is a major accomplishment. The event should not only be given proper recognition, but should also be used to promote additional certification applicants.  Arrange for the newly certified to be recognized in the various newspapers covering your community. SMEI furnishes media releases for each recipient.  Periodically hold Certification Program Information Meetings prior to the affiliate/chapter monthly meeting to sell the CSE®, CME®, and/or SCPS™ Certification Programs. In conducting these meetings, show the certification PPT, outline how one becomes certified, answer questions, and obtain commitments to enter the next Certification Study Group.  Include certification information in the affiliate/chapter recruiting materials and the New Member Orientation Program. BenefitsofParticipatinginSMEICertificationforYourAffiliate/Chapter
There are many benefits that accrue to your affiliate/chapter for participating in the SMEI professional certification program:  Raises awareness of your association in the community  Raises that standard of professionalism in sales and marketing in your community  Produces a member who is more likely to renew their membership  Provides opportunities for your affiliate/chapter to create ongoing professional development programs where certified individuals can achieve their needed continuing education credits for renewal  Produces high caliber candidates to serve on your leadership team and committees. Certified members are usually more engaged and purpose driven, leading to community involvement and volunteer service. 7 OrganizeCertificationStudyGroups
A Certification Study Group is important because it gives the candidate an opportunity to study for the examination with a group of peers, learn from the group, and share study assignments. This concept will give the candidate a sense of belonging to the group, enhance his/her commitment to complete the program, and build competition within the group to be sure the examination is passed. The Certification Study Group is organized in the following manner:  The group should consist of 3 or more candidates who have applied and been accepted for the same certification designation; i.e., CSE®, CME®, and/or SCPS™. It is not recommended that the study groups be cross‐
mixed.  Direct each study group candidate to apply for certification online at www.smei.org/certification  Notify the SMEI Certification Administrator that you are forming a study group and provide the administrator with the list of names of each candidate and the designation they will be applying for. Send this information to [email protected]?subject=SMEI_Certification_Study_Group_Request  Set specific study dates when the group will meet, and obtain commitments from each member to adhere to those dates.  Use the SMEI Study Guide Outline for discussion at each study group meeting. Assign each grouping of topics to a group member who will lead the discussion.  At the first meeting of the study group, set the date for the group to take the certification examination. This will enhance the commitment of the group to meet all of the study dates that are set and individually recommit the member to complete the program.  SMEI provides an Online Learning Center (OLC) to support the study efforts of certification candidates. The OLC is not intended for use during the study group sessions, but the use of the OLC by each candidate in between study group sessions should be encouraged. In announcing the formation of the Certification Study Group it is important that you let candidates know that they can still achieve certification by preparing on their own if they so desire. Due to the nature of their work, some candidates are unable to attend study group meetings and, therefore, might not pursue certification unless they are aware that study group participation is not mandatory. SMEIChairman'sAwardPoints
Each affiliate/chapter can earn important points toward the SMEI Chairman’s Award by promoting certification and having at least one study group per fiscal year. 8 SMEICertifiedProfessionalSalesperson™‐9WeekStudyGroupOutline
Week Topic Activity/Details Materials Preparation Prior to Session The Life, Times, and Career of the Professional Salesperson ABC's of Relationship Selling Chapter 1 Read Chapters 1‐2 ABC's. 1 Group Introduction & Study Plan Selling as a Profession Ethics First ABC's of Relationship Selling Chapter 2 The Psychology of Selling ABC's Chapter 3 Communication for Relationship Building ABC's Chapter 4 Sales Knowledge: Customers, Products, Technologies Prospecting ‐ the Lifeblood of Selling Planning the Sales Call is a Must! Carefully Select Which h Sales Presentation Method to Use Begin Your Presentation Strategically ABC's Chapter 5 Elements of a Great Sales Presentation ABC's Chapter 10 Preparation for Relationship Selling 2 Preparation for Relationship Selling 3 The Relationship Selling Process The Relationship Selling Process 4 The Relationship Selling Process 5 6 7 9 Read Chapters 5‐6 ABC's. ABC's Chapter 6 ABC's Chapter 7 Read Chapters 7‐8 ABC's. ABC's Chapter 8 ABC's Chapter 9 The Relationship Selling Process Welcome Your Prospect's Objections ABC's Chapter 12 The Relationship Selling Process Closing Begins the Relationship Service and Follow‐Up for Customer Retention Time and Territory Management Time, Territory, and Self‐
Management ABC's Chapter 14 Understanding Buyers and Markets Understanding Consumer Behavior Marketing: The Core, Chapter 5 Understanding Organizations as Customers Marketing: The Core, Chapter 6 Targeting Market Opportunities Segmenting Markets and Positioning Offerings Marketing: The Core, Chapter 9 Satisfying
Marketing
Opportunities
Implementing Interactive
and Multichannel
Marketing
Marketing: The Core,
Chapter 18
8 Read Chapters 3‐4 ABC's. ABC's Chapter 11 ABC's Chapter 13 Read Chapters 9‐10 ABC's. Read Chapters 11‐12 ABC's. Read Chapter 13‐14 ABC's. Read Chapter 5‐6, Marketing: The Core Read Chapter 9, 18, Marketing: The Core 9 CertifiedSalesExecutive®‐8WeekStudyGroupOutline
Week Topic Activity/Details Materials Preparation Prior to Session 1 Group Introduction & Study Plan Introduction to Sales Force Management Read Chapters 1‐
2 Spiro. The Field of Sales Force Management Spiro ‐ Chapter 1 Strategic Sales Force Management Spiro ‐ Chapter 2 Personal Selling Process Spiro ‐ Chapter 3 Sales Force Organization Spiro ‐ Chapter 4 and Introduction to Majestic Plastics Profiling and Recruiting Salespeople Spiro ‐ Chapter 5 and Majestic Plastics Selecting and Hiring Applicants Spiro ‐ Chapter 6 and Majestic Plastics Developing, Delivering and Reinforcing a Sales Training Program Spiro ‐ Chapter 7 and Majestic Plastics Motivating a Sales Force Spiro ‐ Chapter 8 and Majestic Plastics Sales Force Compensation Spiro ‐ Chapter 9 and Majestic Plastics Spiro ‐ Chapter 10 and Majestic Plastics Spiro ‐ Chapter 11 and Majestic Plastics Read Chapters 9‐
11 Spiro Forecasting Sales and Developing Budgets Spiro ‐ Chapter 12 and Majestic Plastics Read Chapters 12‐14 Spiro Sales Territories Spiro ‐ Chapter 13 and Majestic Plastics Analysis of Sales Volume Spiro ‐ Chapter 14 2 3 4 Organizing and Staffing Training and Directing Sales Force Operations Directing Sales Force Operations (cont'd) Sales Force Expenses and Transportation Leadership of a Sales Force 5 Sales Planning & Evaluating Sales Performance Read Chapters 3‐
5 Spiro. Read Chapters 6‐
8 Spiro. 6 Evaluating Sales Performance Marketing Cost and Profitability Analysis Spiro ‐ Chapter 15 Read Chapters 12‐14 Spiro. Do online chapter quizzes Evaluating a Salesperson's Performance Spiro ‐ Chapter 16 and Majestic Plastics Ethical and Legal Responsibilities of Sales Managers Spiro ‐ Chapter 17 and Majestic Plastics 7 Marketing Overview of marketing Peter & Donnelly Parts A & B Chapters 1, 2, 3 , 4 ,5 Read Chapters 1‐
5 8 Role of Sales and Sales Management in the Marketing Process Marketing Process Peter & Donnelly Part C Chapters 6, 8, 9, 10, 11 Read Chapters 6, 8 ‐11 Marketing Strategy 10 CertifiedMarketingExecutive®‐12WeekStudyGroupOutline
Week Topic Activity/Details Materials Preparation Prior to Session 1 Group Introduction & Study Plan Introduction Marketing Information, Research, and Understanding the Target Market Strategic Planning and the Marketing Management Process Marketing Management ‐ Chapter 1 Read Chapter 1, Marketing Management Marketing Research: Process and Systems for Decision Making Marketing Management ‐ Chapter 2 Consumer Behavior Read Chapter 2‐3, Marketing Management Marketing Management ‐ Chapter 3 Marketing Management, Chapter 4 Read Chapter 4‐5, Marketing Management 2 3 4 Marketing Information, Research, and Understanding the Target Market The Marketing Mix Business, Government, and Institutional Buying Market Segmentation Marketing Management, Chapter 5 Product and Brand Strategy Marketing Management, Chapter 6 Read Chapter 6‐7, Marketing Marketing Management, Chapter 7 Management New Product Planning and Development 5 The Marketing Mix Integrated Marketing Communications Personal Selling, Relationship Building, and Sales Management 6 The Marketing Mix Distribution Strategy 7 8 9 Marketing Management, Chapter 10 Marketing Management, Chapter 11 Read Chapter 10‐11, Marketing Management The Marketing of Services Marketing Management, Chapter 12 Global Marketing Marketing Management, Chapter 13 Read Chapter 12‐13, Marketing Management The Marketing Management Process Marketing Management (Mullins, Walker Boyd) Chapter 1 The Marketing Implications of Corporate and Business Strategies Marketing Management (Mullins, Walker Boyd) Chapter 2 Understanding Market Opportunities Marketing Management (Mullins, Walker Boyd) Chapter 3 Understanding Consumer Buying Behavior Marketing Management (Mullins, Walker Boyd) Chapter 4 Pricing Strategy Marketing in Special Fields The Role of Marketing in Developing Successful Business Strategies Market Opportunity Analysis Marketing Management, Chapter 8 Read Chapter 8‐9, Marketing Marketing Management, Chapter 9 Management Read Chapter 1‐2, Mullins, Walker, Boyd Read Chapter 3‐4, Mullins, Walker, Boyd 11 10 11 12 Market Opportunity Analysis Market Opportunity Analysis Implementing and Controlling Marketing Programs Understanding Organizational Markets and Buying Behavior Marketing Management (Mullins, Walker Boyd) Chapter 5 Measuring Market Opportunities: Forecasting and Market Knowledge Marketing Management (Mullins, Walker Boyd) Chapter 6 Targeting Attractive Market Segments Marketing Management (Mullins, Walker Boyd) Chapter 7 Differentiation and Brand Positioning Marketing Management (Mullins, Walker Boyd) Chapter 8 Organizing and Planning for Effective Implementation Marketing Management (Mullins, Walker Boyd) Chapter 17 Measuring and Delivering Marketing Performance Marketing Management (Mullins, Walker Boyd) Chapter 18 Read Chapter 5‐6, Mullins, Walker, Boyd Read Chapter 7‐8, Mullins, Walker, Boyd Read Chapter17‐18, Mullins, Walker, Boyd 12