How long does this certification take?

The programme is 11 Weeks and can be completed at your own pace through our self-paced online option, or alongside live virtual sessions.

Is this certification globally recognised?

Yes. GLI certifications are internationally recognised and carry CPD credits, making them valuable for career advancement worldwide.

What level is this certification?

This is a Advanced Level certification, suitable for professionals with relevant experience or background in the field.

You can enrol by emailing info@certifications.ac, contacting us via WhatsApp at +254 722 223 084, or filling the enrolment form below.

Certified Sales & Customer Retention Specialist in Equatorial Guinea

Q: What is the Certified Sales & Customer Retention Specialist?

The Certified Sales & Customer Retention Specialist is a globally recognised professional certification by the Global Leadership Institute (GLI), designed to equip professionals with advanced competencies in Sales & Marketing.

Course Curriculum

Programme Modules

Click any module to explore the detailed curriculum topics included in this certification.

Foundations and Strategic Context of Certified Sales & Customer Retention Specialist

Certified Sales & Customer Retention Specialist: industry context, trends and professional standards
Marketing and sales: scope, roles and value
The marketing concept and customer orientation
The marketing mix and the 7 Ps
Buyer behaviour and the customer journey
The sales function and revenue engine
Aligning marketing and sales (smarketing)
Professional standards and ethics
Digital disruption and modern go-to-market
Brand and reputation as strategic assets
Career pathways and professional development

Mapping the Real Journey

Customer journey mapping and service design
Complaint handling and service recovery
Segmentation, targeting and the useful segment
Brand, reputation and communications
Commercial ethics and responsible selling
Market research and customer insight methods
Campaign planning and the content calendar
Digital channels and performance marketing economics
Negotiation and closing commercial deals
Key account management and account planning
Tenders, proposals and the bid decision
Launching a product into a market
Managing distributors and channel partners
CRM, sales operations and data discipline
Service standards, levels and measuring service

Moments That Decide Satisfaction

Customer journey mapping and service design
Complaint handling and service recovery
Customer retention, loyalty and lifetime value
Preparing financial statements
Financial reporting frameworks (IFRS/GAAP)
Interpreting financial statements
Integrated and sustainability reporting
Family intervention planning
Budget vs actual and variance
Cost and profitability analysis
Forecasting and planning
Decision support and insight
Communicating financial results
Psychodynamic and psychoanalytic approaches
Attachment and developmental theory

Designing Recovery

Complaint handling and service recovery
Customer journey mapping and service design
Commercial ethics and responsible selling
Professional roles, boundaries and settings
Peer support and consultation
Structural and strategic approaches
Record-keeping and data protection
Working with conflict and change
Legal responsibilities and professional bodies
Client feedback and satisfaction
Evidence-based improvement
Value proposition and differentiation
Pricing, price architecture and discounting
Route to market and channel design
The sales pipeline and forecasting discipline

Retention, Loyalty and Value

Customer retention, loyalty and lifetime value
Marketing measurement and attribution
Customer journey mapping and service design
Lessons learned and development
Designing and facilitating groups
Performance scorecards and reviews
Psychoeducation and workshops
Working with organisations on wellbeing
Communication and conflict patterns
Designing an intervention or programme
Professional case study and presentation
Evidence-based practice
Goal setting and contracting
Treatment planning and review
Managing complexity and comorbidity

Proposition and Experience Together

Value proposition and differentiation
Brand, reputation and communications
Customer journey mapping and service design
Workplace and organisational contexts
Goal setting and action planning
Coaching and skill development
Habit change and behaviour design
Territory and quota planning
CRM and sales technology
Sales analytics and metrics
Forecasting and pipeline health
Performance management in sales
Building high-performing sales teams
Customer data and CRM
Market research and intelligence

Measuring Experience Honestly

Marketing measurement and attribution
Customer retention, loyalty and lifetime value
Complaint handling and service recovery
The sales process and methodology
Accountability and follow-through
Wellbeing and resilience coaching
Discovery and needs analysis
Consultative and solution selling
Presenting and demonstrating
Measuring coaching outcomes
Negotiation and closing
Pipeline and opportunity management
Account planning and whitespace
Strengths, flow and engagement
Managing complex accounts

Change and Adoption

Digital transformation strategy
Measuring digital transformation impact
Incident, problem and change management
Digital transformation roadmaps
Goal setting and behavioural change in coaching
Change management and adoption
Training and change management
Learning transformation and modernisation
Sustaining transformation and benefits
Measuring learning transformation impact
The finance function and digital transformation
Meaning, purpose and values
Digital transformation and IT strategy
Variations, claims and delay: managing change on site
Change talk and readiness

People and Incentives

Strategic workforce planning and demand forecasting
Communicating risk to the workforce
Workforce and shift management in retail
Workforce management and scheduling
Workforce planning and scheduling
Employee experience and engagement
Customer and employee satisfaction
Employee engagement models and drivers
The employee lifecycle and HR value chain
Employee voice, surveys and action planning
Employee and manager self-service
Workforce reporting and storytelling with data
Cost of workforce and ROI of HR interventions
Evidence-based practice and research literacy
Talent, succession and workforce learning

Sustainability

Responsible and sustainable governance
ESG principles and frameworks
Sustainability strategy and materiality
Environmental governance and climate risk
Governance of ESG and reporting
Sustainability standards (GRI, ISSB)
Data, records and confidentiality tech
Sustainability and environmental duty
Environmental management systems (ISO 14001)
Environmental legal compliance
Sustainability and climate responsibility
Integration with quality and environment
Supply markets and the enabling environment
Sustainability and responsible sourcing
Sustainable procurement principles and standards

Learning and Research

Scaling learning across the organisation
Blended and hybrid learning design
Motivation and self-directed learning
Learning strategy and roadmaps
Building the learning brand
Aligning learning to performance
Leading the learning function
Training needs analysis and learning strategy
Instructional design and blended learning
Knowledge management and capability building
Learning technologies and the LMS
Monitoring, evaluation and learning for accountability
Lessons learned and knowledge management
Practice management systems
Complaint data and learning

Markets and Customers

Voice of the customer and acting on feedback
The customer experience (CX) discipline
Ethics and fair customer treatment
Service culture and brand promise
Customer experience transformation
Professional ethics in customer service
Customer service and CX strategy
Designing voice-of-customer programmes
Aligning service to brand and business
Sustaining strategic customer focus
Customer and journey analysis
Building strategic customer relationships
Customer success and retention
Customer lifetime value and profitability
Customer data platforms and segmentation

Selling Practice

Consultative selling and understanding the buyer
Key account management
Comparable sales analysis and market evidence
Listing, marketing and selling property
Property viewings, offers and negotiation to close
Proposal development and donor reporting
The vehicle sales process from enquiry to delivery
Retail performance metrics: sales densities, conversion and basket
Psychometric and screening tools
Management accounts and dashboards
Emerging tools and innovation
Marketing and sales ethics
Marketing and sales KPIs and dashboards
Funnel, pipeline and conversion metrics
Commercial negotiation and value capture

Customer Experience

Complaints, accountability and fitness to practise
Customer service and experience principles
Journey and process redesign
Complaints, redress and accountability
Prioritising experience investments
Designing a service or experience improvement
Customer experience strategy
Customer journey mapping
Customer service technology stack
Relationship management and retention
Customer loyalty and advocacy
Interaction and experience design
Journey management and tracking
Policy administration and customer service in insurance
Destination, venue and experience products

Digital Channels

Automation and safety technology
Working with referrers and multidisciplinary teams
Digital procurement and the future of the profession
Bancassurance and digital insurance models
Social media management: platforms, communities and algorithms
Telehealth and digital care delivery
Communicating with families and carers
Ethics of technology in practice
Automation in project delivery
Emerging project technologies
Digital and data-driven go-to-market
Cybersecurity and fraud technology
Technology governance and change control
Digital credit and alternative data
Scaling technology and teams

Evidence and Analytics

Data privacy, consent and compliance
Data quality, integration and master data
Data ethics, privacy and responsible analytics
Leading and lagging metrics
Data collection and analytics
Predictive safety analytics
Data quality and master data management
Measurement and analytics for media and social campaigns
Health records, data and confidentiality
Analytical techniques and bias
Data visualisation for finance
Project KPIs and performance metrics
Quality and delivery metrics
Agile metrics and velocity
Project data, reporting and analytics

Commercial Finance

Cost-benefit and investment appraisal
Project budgeting and financial control
Funding, cash flow and financing
Financial risk in projects
Cost estimation and budgeting
Time and cost control
Managing schedule and budget performance
Marketing planning and budgeting
Value-based and dynamic pricing
Revenue management and yield
Forecasting revenue and demand
Pricing tours, events and sponsorships
Vehicle financing, insurance and total cost of ownership conversations
Costing production: standard costs, variances and the true cost of scrap
Non-revenue water, metering and cost recovery

Distribution and Supply

Supply market analysis
Supply analysis, gaps and scenario planning
Talent sourcing channels and pipelines
Procurement and supply chain: scope and value
The procurement cycle and operating models
Procurement’s contribution to organisational strategy
Public versus private procurement
Fair trade and responsible supply
Real estate marketing channels and property portals
Procurement and asset management under donor rules
Water supply systems: sources, treatment and distribution
Conflicts of interest and procurement ethics
Procurement and contract value
Procurement and contract management
Go-to-market and channel strategy

Communication

Influencing and presenting insights
The banking system, intermediation and financial markets
Professional and persuasive communication
Transaction monitoring and suspicious reporting
Regulatory reporting and audits
Control monitoring and reporting
Crisis communications
Stakeholder communications
Ethics in communications
Communications strategy and planning
Internal communications
Management reporting and decision support
Board reporting and information flows
Communication strategy in change programmes
Conflict resolution and mediation

Leadership and Teams

Performance and dispute management
Professional writing and reports
Psychoeducation and public communication
Implementation planning and risk management
Quality management systems and audits
Queue management and service flow
Front-office and reception management
Leading service teams
Performance management in service
Handling escalations as a leader
Teller operations, cash handling and vault management
Reporting to leadership
Team leadership in sales and marketing
Capacity and performance management
Team leadership in field and project settings

Performance and Targets

Investment principles and objectives
Performance management systems and cycles
Performance measurement and KPI dashboards
Linking performance to reward and consequence
Continuous feedback and performance conversations
Appraisal, calibration and managing underperformance
Managing difficult conversations
Policy, planning and objectives
Strategy execution and the balanced scorecard
Managing team performance and dynamics
High-performance team rituals and cadence
Contract performance and exit
Setting objectives and marketing KPIs
Dashboards and performance reporting
Setting objectives, indicators and targets

Capability Development

Training and capability building
Development banking and project finance
Message development and testing
Supplier development and innovation
The working alliance and coaching presence
The boundary between coaching and therapy
Questioning, listening and the coach’s restraint
Feedback, challenge and psychological safety in coaching
Mentoring, sponsorship and developmental relationships
Evaluating coaching outcomes
Team coaching and the team as client
Managing resistance and capability building
Category management and strategy development
Supplier development and improvement
Real estate development and project appraisal

Strategic Context

Manufacturing strategies: make-to-stock, make-to-order and batch versus flow
Content strategy across platforms
Business case and strategic alignment
Stakeholder engagement strategy
Strategic alignment of investments
Competitive analysis and differentiation
Product and portfolio strategy
Growth strategy and demand generation
Measuring growth and transformation impact
Capstone scoping: a real growth or brand challenge
Marketing strategy and the mix
Competitive bidding processes
Financial inclusion strategy
Strategic analysis: PESTLE, SWOT and Porter’s Five Forces
Real options and strategic investment

Risk and Compliance

Managing risk and difficult cases
Ethical, risk and feasibility considerations
Risk assessment and safety planning
Leading groups and workshops
Project governance and assurance
Project governance frameworks
Compliance and regulatory projects
Leading project governance
Health, safety and compliance in delivery
Monitoring, control and reporting
Baseline setting and change control
Reporting quality and governance
Duty of care and risk management
Risk identification and analysis
Qualitative and quantitative risk analysis

Legal and Terms

Contracting and the three-way agreement
The regulatory and legal environment
Employment relationship and the psychological contract
Legal and regulatory responsibility
Legal, cost and feasibility analysis
Contractor and visitor safety
Legal and other requirements
Contract types and risk allocation
Contract administration and variation
Contract governance and compliance
Insurance regulation and consumer protection
Advocacy and policy engagement
Vendor, contract and asset management
Contract law and formation
Contract exit and renewal

Campaigns and Projects

Programme cycle management in NGOs
Collaboration and teamwork
Event planning timelines, run sheets and production schedules
Event risk, safety and contingency planning
Demand, master scheduling and material requirements planning
Capacity planning and line balancing
Projects and expansion: connecting the unserved
Range planning and category management
Mine planning and methods: surface and underground
Writing advisory reports that drive decisions
Media planning and buying
Projects, programmes and portfolios
HACCP principles and prerequisite programmes
Governance of the CX programme
Voice of the customer programmes

Operations

Quality management and standards
Productivity and efficiency improvement
In-process quality control and inspection
Industrial utilities, energy and process safety interfaces
Project management standards (PMI, PRINCE2)
Mineral processing and beneficiation
Quality management on site: inspections, hold points and defects
Healthcare quality, safety and accreditation
The project environment and stakeholders
Outcome and process measures
Delivery, quality and stakeholder plan
Time-to-hire, quality-of-hire and cost metrics
Project roles and the project manager
Design review and quality
Productivity, collaboration and workflow tools

Relationships and Partners

Stakeholders, agency and accountability
Trends: ESG, transparency and stakeholder capitalism
Shareholder and stakeholder rights
Stakeholder mapping and influencing
Influencing and safety leadership
Influencing and persuasion
Categories of spend and stakeholders
Strategic customer relationships
Managing boundaries and dual relationships
Stakeholder and sponsor management
Stakeholder rights and fair treatment
Partnership building and multi-stakeholder platforms
Stakeholder mapping and collaboration
Managing difficult stakeholders
Stakeholder mapping in banking

Ethics and Conduct

Corporate responsibility and community
Real estate regulation, licensing and professional conduct
Ethics and treating customers fairly in insurance
Regulation, ethics and misinformation in media and telecoms
Ethical principles and codes of practice
Sustaining ethical, effective practice
Ethical frameworks and codes of practice
Driving effective, ethical outcomes
Building trust and engagement
Professional ethics and responsibility (PMI)
Brand safety and responsible marketing
Ethics and integrity in banking
Professional ethics and banking conduct
Treating customers fairly and market conduct
Integrity, confidentiality and conflicts

International Markets

Global sourcing and trade
Expanding into regional and export markets
Reporting to boards and executives
Traceability, certification and export requirements
Key global frameworks: FAO, GlobalG.A.P., SDGs and national strategies
Agribusiness marketing, branding and export readiness
Make-versus-buy decisions
Building high-performing project teams
Market analysis and environmental scanning
Innovation and new product launch
Market and customer analysis
Managing organisational politics

Frequently Asked Questions

Common Questions

What is the SCRS certification?

The Certified Sales & Customer Retention Specialist (SCRS) is a Advanced-level professional certification awarded by the Global Leadership Institute (GLI). It is designed to equip professionals in marketing strategy, brand management and sales performance with practical skills, internationally recognised frameworks, and the credentials needed to advance their careers.

Who should enrol in the SCRS?

This certification is ideal for Sales and Marketing Executives, Brand and Product Managers, Business Development Professionals and Account and Media-Relations Managers, and other professionals seeking to formalise their expertise in marketing strategy, brand management and sales performance with a globally recognised credential.

How long does the SCRS certification take to complete?

The programme is structured over 11 Weeks and offers flexible learning modes. Self-paced learners can progress at their own schedule, while live virtual participants follow a structured cohort schedule with facilitator-led sessions.

Is the SCRS internationally recognised?

Yes. GLI certifications are recognised across 100+ countries and are aligned with recognised marketing, brand and sales professional standards. Graduates receive a digital certificate, a physical certificate and CPD credits recognised by employers worldwide.

What is the cost of the SCRS certification?

The Certified Sales & Customer Retention Specialist is offered in two formats: Self-Paced at USD 449 and Live Virtual at USD 649. Corporate group rates are available for organisations enrolling 5 or more participants. Contact GLI for a bespoke corporate training quotation.

What does the SCRS certification include?

Enrolment includes all study materials and study guides, access to GLI's online learning portal, online examination, digital certificate and badge, physical certificate (posted), CPD credits, GLI alumni network membership, and ongoing facilitator support.

What is the assessment format for the SCRS?

The Certified Sales & Customer Retention Specialist is assessed through an online examination consisting of multiple-choice questions, case study analysis, and practical application assignments. The assessment is designed to evaluate real-world competency, not just theoretical recall.

What CPD credits do I earn from the SCRS?

The Certified Sales & Customer Retention Specialist carries Continuing Professional Development (CPD) credits, which can be applied towards professional body requirements including recognised international professional associations.

Can I study the SCRS while working full-time?

Absolutely. The self-paced option is designed for busy working professionals and allows you to study when and where it suits you. Live virtual sessions are typically scheduled in the evenings or on weekends to accommodate professional commitments.

What career outcomes can I expect from the SCRS?

Graduates progress towards senior marketing, sales and commercial leadership roles. The SCRS strengthens your expertise in marketing strategy, brand management and sales performance and positions you for advancement across brands, agencies, corporates and growth-stage enterprises.

Certified Sales & Customer Retention Specialist