Sales Leadership 2018-05-22T18:33:33+00:00



with INDUSTRYCredsTM Certification

Get recognised as the top sales talent in India, crack your Summers’ PPO and win exclusive PPIs from the world’s top recruiters.

Apply Now
Applications Open for June Batch



Program Benefits

Win PPIs from top recruiters

Access exclusive PPIs reserved for Kraftshala students from top recruiters such as Nestlé.

Crack your Summers PPO

Give yourself the best shot of converting your internship into an offer through the most intensive prep possible! In 2017, our students cracked PPOs from HUL, P&G, BCG, Amazon, Citi, Nestle, Samsung, ITC, Coke, Pepsico, GSK, Godrej and many others.

Be recognized as the top sales talent of your campus

Benchmark yourself against the best in the country and get recognized through the industry’s most valuable sales credentials.

Work on live projects

Get cracking on an FMCG live project with Kellogs and an E-com project that put into action the concepts as you are learning them!

Enjoy Flexible Scheduling

Got exams/ fests/ campus activities coming up? Choose your own pace in this awesomely flexible online program!

Get personalised feedback and mentorship

Leverage the personalised feeedback and mentorship to craft an action plan that maximizes your unique strengths!

Access Proprietary Frameworks

Competing in a case study competition? Prepping for finals? Hack your way into success through Kraftshala’s unique frameworks!

Student Speak

Sanchita Goel
Sanchita GoelIIM Indore, PPO at Hindustan Coca-Cola Beverages
Kraftshala's online program helped me crack a PPO for the sales role at Hindustan Coca-Cola Beverages as well as an award for the best summer internship project.
Mohammed Anas Sajid Ahmed Shaikh
Mohammed Anas Sajid Ahmed ShaikhIIM Calcutta, Summers at Mondelez

The opportunity to do a live project alongside the course was amazing, it helped me immensly to apply concepts learnt live.

Swati Pandey
Swati PandeyIIM Lucknow, Summers at HUL, Placed at Paytm

Kraftshala’s experts are extremely knowledgeable and insightful.

Sumeet Sahoo
Sumeet SahooIIM Indore, Summers at Edelweiss

Sure shot recommendation for my incoming juniors.

Sneha Kapadia
Sneha KapadiaIIM Ahmedabad, Summers at Mondelez
Kraftshala programs have brilliant content and delivery. Really enjoyed all the topics covered and the live examples and parallels made it very engaging.

India’s most powerful sales stories taught by people who created them.

Adarsh K Menon

Vice President & Head, Private Labels & Electronics

Sudeep Chawla

Business Head,

Sreerupa Banerjee

VP, Brand Strategy & Communication,

Puru Gupta

Co-Founder & CEO,

Varun Satia


Sachin Kataria

Global Marketing Manager, Foods

U Shankar Rao

Brand Advertising,


5 Weeks

Program Duration

4-5 Hours

Weekly time commitment


Interactions with Industry Experts

Live Project

Effective Distribution for Kellogg’s

Program Fee

INR 16,000 + GST


Introduction to Sales Leadership

  • Understanding the Program and Project expectations
  • Get a Business Perspective to Sales & Marketing
  • The Sales Process Simplified

Understanding the Different Cogs of the Sales Machine

  • The Manufacturer, Distributor and Retailer Organization
  • Understanding the DNA of different Channels
  • Enablers to the Sales Team: GTM team, Trade Marketing, BTL team etc.
  • Different Shopping Missions and how to win in each of them

Category Growth Framework

  • Defining a Category
  • Using the category growth equation
  • Understanding shopper behaviour and path to purchase
  • Transforming shopper insights to solutions

Working in the Market

  • The role of a Territory Sales Officer
  • Dynamics between the salesman, TSO, Distributor and the Retailer
  • Problems in the Market: Differentiating Symptoms from Diseases
  • The role of an Area Sales Manager

Assessing the Health of a Sales System

  • Key Metrics used by the Sales Organization: Sales, Coverage, Bill Productivity, LPPC, Sales Returns etc.
  • Key Metrics used by the Distributor Organization: Return on Investment (ROI) Calculation
  • Key Metrics used by the Retailer Organization: Margin Calculation

Motivating Teams

  • Challenges of managing a team right after business school
  • Basics of Leadership
  • Building a self portrait
  • Goal Setting Practices

A Deep Dive into E-commerce

  • How is the E-commerce sector different from FMCG?
  • What is the team structure in E-commerce?
  • Understanding the different distribution models that exist in E-commerce
  • Deep-diving into the Inventory Management for different categories
  • How are targets set?

Understanding Key Metrics tracked in E-commerce

  • How is Top Line driven?
  • Understanding Selection
  • How is Bottom Line driven?
  • Delivering a perfect shopping experience online

Growth Drivers in E-commerce

  • Understanding the barriers in E-commerce Penetration
  • Demystifying the Big Billion Day
  • Analyzing Private Labels
  • Category Growth in E-commerce

A Deep Dive into Telecom

  • Understanding the different Business Lines in Telecom and their corresponding customers
  • The Distribution setup in Telecom
  • Differentiation in Telecom: Spectrum Auctions & Innovation
  • Organizational Structure in Telecom

Growth Drivers in Telecom

  • Metrics Tracked in Telecom
  • Sales force Incentivisation
  • Understanding the Key Challenges in Rural India for Telecom
  • Customer Experience Excellence at Vodafone

Additional Resources

  • Microsoft Excel Support
  • Storytelling through Presentations
  • Cracking interviews- the most effective methods