The document provides information about a three-day sales management training forum taking place from March 17-19, 2010 in Arlington, VA. Each day focuses on a different theme: Day One covers advanced sales management, Day Two focuses on building a strong sales team, and Day Three is about customer service excellence. Attendees can earn up to 18 CPE credits. The training forum aims to teach attendees new ways to lead their sales teams to improved performance through interactive sessions on topics such as sales strategy, performance management, hiring, and customer relationships.

1. March 17–19, 2010 | Arlington, VA
Learn New Ways to Lead Your Sales
Team to Improved Performance
Sales Management
Training Forum
Featuring Three Interactive Trainings:
Day One: Advanced Sales Management
• Improve your sales team performance through effective mentoring and coaching
• Develop your decision making and problem solving techniques
Day Two: Build a Strong and Competitive Sales Team
• Create measurable metrics to monitor performance
• Use essential evaluation tools for forecasting results
Day Three: Customer Service Excellence
• Create long-term customer relationships and gain repeat business
• Increase customer satisfaction through various sales techniques and strategies
Earn up to 18 CPE credits Learn How to Sell Through the Slump
www.ASMIweb.com/Sales

2. Sales Management Training Forum
day one
March 17, 2010
Advanced Sales Management Training
8:30
Registration & Continental Breakfast
9:00
Develop Your Organization’s Sales Strategy
• Compare business realities with the customer value set to develop preliminary critical objectives
• Discover why situational analysis lays the groundwork for the majority of sales management activities
10:30
Break & Refreshments
10:45
Prepare for Tomorrow Using the Tools of Today
• Set objectives for an evolving business environment through the application of
trend-analysis tools
• Learn to leverage today’s social networking tools to achieve success
12:00
Lunch Break
1:00
Create a Capable and Professional Sales Force
• Understand how to prepare and set standards of performance for team members
• Recognize effective methods for applying the performance standards to new hires and existing personnel
2:00
Break & Refreshments
2:15
Locate the Talent
• Identify best practices for hiring creative and qualified sales professionals
• Learn how to protect your organization from potential legal and ethical challenges
3:00
Strengthen Your Sales Team
• Understand the importance of linking the sales force to the rest of the organization through the use of
technology and social networking
• Develop individualized training programs that improve the performance of your entire team
4:00
Day One Adjourns
2 www.ASMIweb.com/Sales

3. Sales Management Training Forum
day two
March 18, 2010
Build a Strong and Competitive Sales Team Training
8:30
Registration & Continental Breakfast
9:00
Manage and Measure Performance
• Discover how to create your dashboard of metrics: what to measure and why
• Use essential evaluation tools for forecasting results
10:30
Break & Refreshments
10:45
Discover Programs that Drive Greater Performance
• Design a compensation plan that will lead to the increase of sales
• Adjust the compensation plan to make it applicable to a continuously changing business environment
12:00
Lunch Break
1:00
Discover the Benefits of Coaching and Counseling your Staff
• Coach individual sales team members in order to achieve higher performance
• Recognize when there are problems and properly identify how to counsel the individual
2:30
Break & Refreshments
2:45
Properly Prepare for the Future by being a Strong Leader
• Create a plan for turnover and succession
• Understand what it takes to become a strong leader
4:00
Day Two Adjourns
what you will learn:
Understand how the role of sales Create a winning sales culture in a
management has evolved difficult economy
Adequately prepare your sales workforce Learn how to improve sales effectiveness,
for the future and its challenges decrease costs and enhance the
customer experience
www.ASMIweb.com/Sales 3

4. Sales Management Training Forum
day three
March 19, 2010
Customer Service Excellence Training
8:30
Registration & Breakfast
9:00
Recognize the Benefits of Excellent Customer Service
• Focus on improving customer service and learn how to win and keep customers
• Understand how customer service not only creates revenue but also a healthy organization
10:15
Break & Refreshments
10:30
Manage Customer Expectations
• Understand that customer satisfaction is based on perceptions
• Deal with customers by knowing how and where they are coming from
12:00
Lunch Break
1:00
Enhance Your Listening Skills
• Identify your customer’s and your own listening style
• Create a rapport with customers more easily and have more influence
2:00
Break & Refreshments
2:15
Deal with Difficult Customers
• Develop strategies for keeping composed under pressure and remaining optimistic
• Turn a dissatisfied customer into a repeat customer using a recovery system
3:15
Thrive Under Pressure
• Write quick and short e-mails that the customers will read and understand
• Recognize and respond effectively to specific customer behaviors
4:00
Forum Adjourns
who should attend:
Sales Executives Sales Operations Managers
Directors Sales Compensation Professionals
Managers
4 www.ASMIweb.com/Sales

5. Sales Management Training Forum
Speaker Biographies
Day One
Kelly Harman: Vice President of Sales; TriNET Systems, Inc
Kelly Harman is Vice President of Sales, Mid Atlantic for TriNET Systems, a $60 million integrator of voice, data and
mobility solutions for the public and private sector.
Prior to joining TriNET in September 2009, Kelly was the President and founder of Zephyr Strategy, a strategic
marketing and technology consulting firm located in Virginia with a local, national and international roster of clients.
A serial entrepreneur, Kelly helped grow a leading videoconferencing systems integrator from $8 million to $100
million in five years, she was involved in six M&As and assisted with the branding and launch of four technology
companies. She is also the founder of a gourmet dessert company named “A Spoonful of Sin, Inc.” and previously
owned a children’s outerwear company.
Kelly serves on the boards of Women In Technology, the Prince William County Regional Chamber of Commerce
and BARN Transitional Housing for Women. She is a past board member of the City of Manassas Business Council
and the former Chairman of the Board for Success in the City. She was the 2009 recipient of Women In Technology’s
“Entrepreneur of the Year” leadership award.
Day Two
Amy Palmer: President; Blue Sky Coaching & Consulting
Amy’s sales and leadership style revolves around three key concepts: Build trust. Create a true connection. Be passionate
about what you do. The foundation of the Blue Sky method is based on the belief that each of us has strengths and assets
that we should capitalize on your best assets and develop a sales and leadership style around that.
As an award-winning former actress, a nationally recognized salesperson, a top-producing sales manager and a
graduate of Coach U Amy brings all of her experience together to help business professionals at all levels develop
effective sales and leadership skills.
Before launching Blue Sky in early 2005, Amy served as VP of Sales responsible for a $50 million dollar revenue
budget and over 55 locations. She has served as the Facilitator for the DC Chapter of the Women Presidents’
Organization, and has worked with companies in a variety of industries including Sylvan Learning Centers, Jenny
Craig Weight Loss Centers and Wegman’s Foods.
Day Three
April Stern Riccio: Founder; ASR & Company
April Stern Riccio founded ASR & Company – a public relations firm that specializes in transition marketing and
popup public relations. Ms. Riccio draws from her years of experience in event planning and marketing for such
noted retailers as Neiman Marcus, Saks Fifth Avenue and Lord & Taylor. ASR & Company specializes in customer
service strategies, sales promotion, marketing, public relations, special events, publicity, and fund raising.
Ms. Riccio has worked with a wide range of influential businesses, a large number of which are nonprofit
organizations. She has developed an extensive network of clients and professional contacts. Throughout her career
in the luxury brands business, Ms. Riccio has established herself as a highly qualified professional who creates
flawless events and fund raising projects.
Ms. Riccio holds a BA degree in Visual Communication and Journalism from Ohio State University. She also
completed photography studies at Harvard University and journalism studies at Indiana University along with
postgraduate work in communications.
www.ASMIweb.com/Sales 5

6. Sales Management Training Forum Forum
Sales Management Training
In-House Training
In-House Training
One of the more popular vehicles for accessing the Institute’s educational offerings is the delivery of on-site
trainings and management facilitations. Bringing a training or facilitation in-house gives you the opportunity to
customize a program that addresses your exact challenges and provides a more personal learning experience,
while virtually eliminating travel expenses. Whether you require training for your department or for an
organization-wide initiative, the advanced learning methods employed by the American Strategic Management
Institute will create an intimate training atmosphere that maximizes knowledge transfer to enhance the talent
within your organization.
Customization
We realize that not all obstacles can be overcome by applying an “off-the-shelf” solution. While many training
providers will offer you some variation of their standard training, the American Strategic Management Institute’s
subject matter experts will work with you and your team to examine your programs and determine your exact
areas of need. The identification of real life examples will create a learning atmosphere that resonates with
participants while at the same time providing immediate return on your training investment. Using interactive
exercises that employ actual projects or scenarios from your organization, instructors can address specific
challenges and align the curriculum of each session to your objectives. While the majority of on-site trainings are
focused on smaller groups, the American Strategic Management Institute also has the ability to accommodate
organization-wide training initiatives. Utilizing multiple instructors, The Institute has the capacity to deliver courses
to groups of up to 300 participants per day.
Areas Of Expertise
On-site delivery of single courses, certification programs and entire packages of specialized courses are available
in the following areas:
Strategic Planning Workforce Management Program Evaluation
Performance Measurement Budgeting and Forecasting Administrative Management
Project Management Contracting Change Management
Lean Six Sigma Performance Reporting Balanced Scorecard
For more information about in-house training options available to you, please contact Blake Zach at 202-739-
9548 or email him at Blake.Zach@ASMIweb.com
sponsorship opportunities:
ASMI offers four different pre-designed sponsorship packages:
Event Co-Sponsor Luncheon Sponsor
Session Sponsor Exhibit Booth Sponsor
To learn more about exhibiting and sponsorships at the Sales Management Training Forum
please contact Meredith Mason at 202-739-9707 or MeredithMason@ASMIweb.com
6 www.ASMIweb.com/Sales

7. Sales Management Training Forum
Logistics
Venue and Hotel: CPE Credits
The Sales Management Training Forum will be held Delivery Method: Group-live
at The Performance Institute Conference Center in Program Level: Beginner
Arlington, VA, just one block east of the Courthouse Prerequisites: None
Metro stop on the Orange Line. A public parking garage Advanced Preparation: None
is located just inside of the building for $10/day. CPE Credits: 6 Credits for each day of training
18 Credits for the full three day forum
The Performance Institute Training Center
The American Strategic Management Institute (ASMI) is registered with
1515 N. Courthouse Rd., Suite 600 the National Association of State Boards of Accountancy (NASBA) as a
Arlington, VA 22201 sponsor of continuing professional education on the National Registry of
703-894-0920 CPE Sponsors. State boards of accountancy have final authority on the
acceptance of individual courses for CPE credit. Complaints regarding
sponsors may be addressed to the National Registry of CPE Sponsors, 150
A limited number of rooms have been reserved at Fourth Avenue North, Nashville, TN 37219-2417. Website: www.nasba.org.
the Arlington Rosslyn Courtyard by Marriott at the
prevailing rate of $233 until February 22, 2010. Quality Assurance
Please call the hotel directly for reservations and
ASMI strives to provide you with the most productive and
reference code Performance Management Training effective educational experience possible. If after completing
Forum. The hotel is conveniently located three blocks the course you feel there is some way we can improve, please
from the Rosslyn Metro station. Please ask the hotel write your comments on the evaluation form provided upon your
about a complimentary shuttle that is also available arrival. Should you feel dissatisfied with your learning experience
and wish to request a credit or refund, please submit it in writing
for your convenience.
no later than 10 business days after the end of the training to:
ASMI: Corporate Headquarters; 805 15th Street NW, 3rd Floor;
Arlington Rosslyn Courtyard by Marriott
Washington, D.C. 20005
1533 Clarendon Blvd.
Arlington, VA 22209
Note: As speakers are confirmed six months before the event,
Phone: 703-528-2222 / 1-800-321-2211 some speaker changes or topic changes may occur in the
www.courtyardarlingtonrosslyn.com program. ASMI is not responsible for speaker changes, but will
work to ensure a comparable speaker is located to participate in
the program.
Tuition & Group Discounts: If for any reason ASMI decides to cancel this conference, ASMI
accepts no responsibility for covering airfare, hotel or other costs
The tuition rate for attending the Sales Management incurred by registrants, including delegates, sponsors and guests.
Training Forum is as follows:
Discounts
Offerings Regular Rate *Early Bird Rate
• All ‘Early Bird’ Discounts must require payment at time of
Each One Day registration and before the cut-off date in order to receive any
$699 $599 discount.
of Training
• Any discounts offered whether by ASMI (including team
Sales Management discounts) must also require payment at the time of registration.
$1699 $1599
Training Forum • All discount offers cannot be combined with any other offer.
• Discounts cannot be applied retroactively
*For the Early Bird rate, register before February 17, 2010
Payment must be secured prior to the conference. If payment
is not received by the conference start date, a method of
For more information on Rates and Group Discounts payment must be presented at the time of registration in order to
for the Sales Management Training Forum please guarantee your participation at the event.
contact Paul Rogers at 858-866-9386 or email him at
Paul.Rogers@ASMIweb.com
www.ASMIweb.com/Sales 7

8. Visit Fax this form to Call
www.ASMIweb.com/Sales 866-234-0680 877-992-9521
Registration Form
Yes! Register me for the Sales Management Training Forum
Yes! Register me for the following one day course(s) only:
Day One Day Two Day Three
Please call me. I am interested in a special Group Discount for my team
Delegate Information
Name Title
Organization Dept.
Address
City State Zip
Telephone Fax
Email
Payment Information
Check Purchase Order/Training Form Credit Card
Credit Card Number Expiration Date Verification no.
Name on Card Billing Zip
Please make checks payable to: The Performance Institute
CANCELLATION POLICY: ASMI will provide a full refund less a $399 administration fee for cancellations requested four weeks prior
to the event start date unless cancellation occurs within two weeks prior to the event start date. If a cancellation is requested less than
two weeks prior to the event start date, no refund will be issued. Registrants who fail to attend and do not cancel prior to the event
will be charged the entire registration fee. All cancellations must be requested through the cancellation link found in your attendance
confirmation email. Please note that cancellation is not final until you receive a cancellation confirmation email.
I have read and accepted the Cancellation Policy above.
ACKNOWLEDGED AND AGREED
By: __________________________________________________________________________________________ Date: _______________________
Priority Code: B315-WEB