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Professional Certification Handbook

2013 Sales & Marketing Executives International, Inc. www.smei.org | 312-893-0751 | certification@smei.org

Sales & Marketing Executives International, Inc. Professional Certification Handbook

Contents
Sales & Marketing Executives International, Inc. Professional Certification Handbook .............................. 1 Introduction .............................................................................................................................................. 2 What is Professional Certification? ........................................................................................................... 2 Benefits to the Organization ..................................................................................................................... 3 Benefits to the Individual .......................................................................................................................... 4 What Professional Certifications are Available? ....................................................................................... 4 CME - Certified Marketing Executive ................................................................................................ 5 CSE - Certified Sales Executive .......................................................................................................... 6 SCPS SMEI Certified Professional Salesperson ................................................................................... 7 The Certification Process .......................................................................................................................... 7 Ways that Candidates Can Prepare for Their Certification Exam ............................................................. 8 Certification Governance .......................................................................................................................... 8 Implementing Professional Certification in your Organization ................................................................ 9

2013, Sales & Marketing Executives International, Inc. All rights reserved.

Introduction
The SMEI Certification Programs provide you with a tool to enhance your professional development and achieve a designation that signifies your achievement of the highest standard of professionalism in sales and marketing. 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.

What is Professional Certification?


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 qualified individuals 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. 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. In 2004, The Toro Company began a relationship with SMEI, in a continued effort to SMEI professional certification is a career long commitment raise the bar on the professionalism of their that demonstrates to current and potential employers, peers sales force. I have since completed my SCPS and clients that you have mastered core sales and marketing Certification and just recently achieved the knowledge and principles. It also shows your dedication to CSE designation. It was a challenging, but staying current in the sales and marketing profession and worthwhile experience. The CSE Program was upholding the highest professional standards. an excellent opportunity to grow as a professional. I would highly recommend the Certificate programs offered by colleges, universities and CSE if you are looking to get to the next level in training centers teach new information. SMEIs professional your professional development. certification programs measure an individuals knowledge William Corcoran, CSE and application of the skills needed for professional practice. Commercial Territory Manager at Turf Equipment and Supply Company SMEI professional certification programs are open to SMEI members and nonmembers. If youre not a member, we encourage you to join and take advantage of all of the membership privileges including a generous discount on your certification application and renewal fees.
2013, Sales & Marketing Executives International, Inc. All rights reserved.

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.

Benefits to the Organization


Professional certification has many distinct benefits to the organization. These benefits include: Using a globally recognized glossary of sales and marketing terms helps align sellers and buyers in a way that collapses the sales cycle Creates a synergy between management and sales/marketing staff that improves effectiveness and efficiency of internal communications Sets a high standard of professionalism that aids in recruitment and retention of the best candidates available Creates a loyalty factor that helps retain top talent Sets your company apart from industry peers Gives your customers more confidence to purchase your products and services, knowing that they are purchasing from sales/marketing personnel who are highly professional and have signed a code of conduct that protects the customer

Sales & Marketing Executives International (SMEI) is the worldwide organization dedicated to ethical standards, continuing professional development, knowledge sharing, mentoring students and advancing free enterprise. Since no other worldwide executive sales and marketing associations exist, SMEI fills a void by providing a personal and professional community devoted to providing knowledge, growth, leadership and connections between peers in both sales and marketing. With thousands of members around the world, members benefit from both the strength of an international organization and the diversity of its membership contributions. SMEI was founded in New York City in 1935 as a non-profit (non-governmental organization) and has since expanded to include operations in Canada, China, Egypt, Europe, Japan, Mexico, Puerto Rico and Vietnam with members in many other countries. Join SMEI now as a professional member and youll have the advantage of a $200 savings on your CSE or CME certification application fee. Youll also have access to webinars, video libraries and professional discounts. To learn more and apply for membership visit http://www.smei.org
2013, Sales & Marketing Executives International, Inc. All rights reserved.

Benefits to the Individual


Professional certification has many benefits for the individual. These benefits include: Validation of knowledge in the area of sales and marketing giving you possible preference over non-certified competitors An additional credential on your resume for promotion or job transfer An educational opportunity which is less expensive and tedious than a degree program SMEI certified individuals can proudly display the designation achieved on business communication as a visible indication of this significant professional achievement.

What Professional Certifications are Available?


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

2013, Sales & Marketing Executives International, Inc. All rights reserved.

CME - Certified Marketing Executive 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. 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.

I strongly recommend SMEI certification. The CME & CSE programs have sharpened my marketing & sales knowledge, and make me more confident in my work environment. SMEI certification creates lasting recognition and a professional image.

Homayoun Khatami, CME, CSE SMEIs CME certification program is designed to ensure that those CEM, PMP, CMC completing the program have successfully demonstrated Account Manager/Energy knowledge and understanding of the core competencies outlined Engineer at CES Engineering Ltd. 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 Core Competencies 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 Ethics

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

2013, Sales & Marketing Executives International, Inc. All rights reserved.

CSE - Certified Sales Executive 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. SMEIs 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 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 Core Competencies 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

2013, Sales & Marketing Executives International, Inc. All rights reserved.

SCPS SMEI Certified Professional Salesperson 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. SMEIs 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 Core Competencies Foundation Skills 1. Segmentation 2. Differentiation & Positioning 3. Self-Knowledge/Professionalism 4. Product/Company Knowledge 5. Communication/Listening Skills 6. Understanding Buyers & Markets 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

The Certification Process


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 SMEI exam preparatory textbook and Online Learning Center (OLC) to study for the certification exam. The certification exams have been developed from a body of knowledge selected by the Certified Marketing & Sales Professionals Association (governing body for SMEI Certification). While accomplished sales and marketing professionals should have a good understanding of this content, the exam still requires preparation for most candidates. 4. Register to take the certification exam using the online form at www.smei.org/certification 5. Sit for the exam at an SMEI approved testing center. The closed book exam is online and consists of 180 true/false and multiple answer questions. SMEI exams are scheduled on specific dates each month. Refer to the online exam registration procedures for more information. You must register for your exam at least 30 days prior to an available exam date.
2013, Sales & Marketing Executives International, Inc. All rights reserved.

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.

Ways that Candidates Can Prepare for Their Certification Exam


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 SMEIs 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 Chapters and internally within organizations 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. 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 SMEIs syllabus. 4. Licensed Training Organization 3rd Party Training Organizations can apply for a license from SMEI to use SMEIs proprietary training materials to conduct exam preparatory courses.

Certification Governance
The According to standards set by the International Institute for Credentialing Excellence1 Organization, the governance of professional certification must be independent from the administration and marketing of the programs. To that end, SMEI has complied by establishing the Certified Marketing & Sales Professional Association (CMSP)2 as the governing body for its professional certification programs. This governing body is responsible for development and maintenance of the body of knowledge, standards, audit of compliance and other facets of certification governance. SMEI provides the administration and marketing of the programs.
1

More information about the Institute for Credentialing Excellence is available at http://www.credentialingexcellence.org/ 2 More information about CMSP is available at http://www.smei.org/displaycommon.cfm?an=1&subarticlenbr=439
2013, Sales & Marketing Executives International, Inc. All rights reserved.

Implementing Professional Certification in your Organization


Key Strategies that should be considered: Setup a pilot project. Identify key persons in your organization to enter the Professional Certification Program and become role models. Strive to enroll the salespeople and sales managers employed by your organization in the SCPS Certification Program. By having both managers and sales staff participate, the glossary of terms becomes standardized and improves efficiency and effectiveness in your organization. Conduct pre and post-certification assessments to gauge the gaps, areas for improvement and to track progress. Conduct a follow-up coaching program to ensure that key knowledge domains are enforced and practiced. Utilize a 3rd party SMEI Licensed training organization to conduct the exam preparatory courses or setup a formal in-house study group led by a qualified trainer.

2013, Sales & Marketing Executives International, Inc. All rights reserved.

For additional information, please contact us at: Phone: 312-893-0751 Website: www.smei.org/certification Facebook: www.facebook.com/smeinternational Email: certification@smei.org

2013, Sales & Marketing Executives International, Inc. All rights reserved.

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