Curriculum

WHO ATTENDS CPMR AND WHAT IS IT ABOUT?

Large firms or one person operation, current or future owners or managers of independent manufacturers representatives may apply. Reps are also known as brokers, agents or outsourced sales. CPMR Candidates come from a variety of industries…from soup ingredients to nuts and bolts, and the equipment used to make or package them…they all enjoy CPMR.

The CPMR curriculum provides participants with greater understanding and insight into operating a more effective firm. In all, it takes three annual sessions or two years and one week to complete the certification program. After completing the third year, graduates earn the right to use the distinctive CPMR designation and gain membership to the Institute for Professional Advancement (IPA), MRERF’s educational subsidiary. The current areas of study are:

CPMR 101

Business Ethics – One of the major criteria for a Certified Professional is adherence to the code of ethics and to at all times behave in an ethical and trustworthy manor. This course is:

  • Designed to enlighten and remind participants of the boundaries of ethics in the business community
  • The cost of non-ethical business practice

Sales Management – Managing a sales team effectively includes taking into consideration many different possibilities that influence every individual within your firm.  The skills required to manage a sales force are:

  • Different from the sales process itself.
  • To gain greater understanding of managing the people in the organization and the sales process.

Legal Issues – A successful rep organization is faced with many legal concerns. The objective of this course is to provide an understanding legal concerns such as:

  • Relationship issues with your manufacturer
  • Antitrust issues
  • Relationships with employees, partners, and purchasers
  • Product liability issues
  • Business structure

Introduction to Strategic Thinking – Regardless of the size of the firm, planning is critical to the success of any organization.  The objective of this session is to provide the foundation and tools to evaluate your company and to strategically plan for the future.  Subjects covered include:

  • Issues that Matter
  • Strategic Processes
  • Defining the End Game
  • Situation Analysis
    • External
    • Internal
  • Business Analysis Tools
  • Implementation & Follow-Through

Financial Foundations  – The objective of this course is to provide a basic understanding of the firm’s financial performance.  Understand a firm’s cash flows. Be able to determine your firm’s value. 
Sharpen your firm’s strategic plans.  Be able to understand financial planning
for:

  • Value creation
  • Competitive barriers
  • Projections and budgets
  • Exit plans

Understanding the Manufacturer – The objective of this session is to develop understanding of the manufacturer partner in the areas of:

  • Wants & Needs…
    • Companies/People
  • Why Reps, why direct?
  • What manufacturers want in a rep firm?
  • A look from the other side…
  • More Understanding
  • Rep firm evaluation
  • Best practices
  • Characteristics of Great Reps

Workforce of  Today– Changes in the values and drivers for different generations and cultural groups of employees make management of the workforce a challenge.  The same holds true for your customers and manufacturer’s employees that you work with every day.  The objective of this course is to:

  • Build understanding how these different groups are unique
  • How to manage and interact effectively with these different groups.

Win – Win Negotiations – There should be an element of something for everyone in any give-and-take situation.  That is what makes your customers and manufacturers trust and rely on your professional skills.  The objective for this class is to:

  • Understand the negotiation process
  • Develop the mindset that allows for creative ways to address issues that may arise in any negotiation.

CPMR 201

Internal Employee Compensation Packages – An agency must find a compensation package for its employees that is fair and provides incentives for desired results.  However, one plan will not work for all agencies.  The objective of this session is to:

  • Present a number of alternatives to consider when developing an employee compensation package.
  • Understand the impact of the different plans on performance

Coaching for Results – The objectives of this course are to:

  • Share the value coaching can bring to your organization.
  • Understand that coaching is a primary strategy to make sales people more productive and achieve revenue growth.
  • sharing examples, giving you some key tools, and practicing the coaching skills.

Performance – The objective of this session is to discuss:

  • What impedes your success?
– The brain, stress, anxiety, self-talk;
  • The areas of performance at work
– Abilities, Focus, Motivations, and Blocks;
  • Performance Enhancement Dynamics – Mindset, Perceptions, and Focus that will improve performance for you and your company.

Rep Agreements – The objective of this class is to:

  • Discuss the rep / principal agreement in it’s entirety.
  • The issues involved in coming to agreement,
  • What is in the best interest of the rep firm
  • What should you insist on in making a contract
  • What you should be asking your attorney when looking at a proposed agreement
  • What happens when the agreement is terminated.

Strategic Analysis – . The agenda for this session is to discuss and practice:

  • Strategy Development
  • Three Key Planning Questions.
  • A Strategic Planning Framework
  • GE/McKinsey Nine Cell Matrix
  • Selexport Case Analysis
  • The McKenzie Case (Exam)

Principal Relationships – The objective of this session is to:

  • Examine the nature of the relationship between the manufacturers’ reps and their principals
  • Explore and discuss ways to build better relationships between these parties.

Line and Portfolio Profitability Analysis – The objective for this course is to discuss:

  • Line analysis criteria
  • Measuring our portfolio
  • Line profitability
  • Company profitability
  • Profitability improvements

Human Resources The Basics – The objective of this session is to be familiar and understand the basic functions of Human Resource Management. The basic functions of Human Resources will be covered.

  • Compliance – legal requirements
  • Staffing – recruiting, hiring, firing
  • Training – practice and policy
  • Compensation – incentive for performance
  • Employee / Labor Relations – legal issues
  • Safety – standards of practice and requirement

CPMR 301

Buy/ Sell / Merge – The objective of this class is to use the CPMR Case Study of Integrity Marketing to look at three main areas of Succession Planning.

  • Valuation
  • Buy Sell Planning
  • Key Employee Planning

Leadership – The objective of this session is to understand:

  • Why the Role of Leaders is Changing
  • Your Leadership Potential
  • The 7 Acts of Leadership
  • The Integrity Sales Leadership

Strategy 301 – The objective for this class is to understand:

  • The Current Business Environment
  • Implementing the Strategic Process
  • Management & Operational Review
  • Critical Initiatives
  • Business Development
  • Metrics & Follow-Through

Valuing the Firm – The key learning objectives for this class are:

  • Understand Your Firm’s Financial Performance
  • Monitor and Control Cash Flows
  • Be Able to Determine the Drivers of Your Firm’s Value
  • Be Able to Ask the Right Questions
  • Formulate Plans that Add Value

Social Media for the Rep – The objective of this class is to:

  • Understand the social media environment
  • How to sell on social media
  • Becoming a content manager
  • The value of inbound sales

Succession Planning and Disaster Recovery – The objective of this class is to:

  • Explore the reasons why succession planning and disaster recovery are essential elements of executive leadership and risk management.
  • Explore the planning process for both succession planning and disaster recovery.

Capstone Case Study – The learning objective of the case study is to:

  • Utilize all of the skills and tools learned over the entire CPMR program to analyze and make decisions on a specific and real world situation that could be encountered by any rep firm.

Wrap Up – The objective of the wrap up session is to reflect and share changes that have been made over the CPMR process to the participants company.

  • To review the various skills and knowledge gained during the CPMR process
  • To set future goals
  • To state the requirements for maintaining the CPMR designation

Each year of CPMR builds on the previous year’s curriculum. To encourage continued professional growth and life-long learning, maintenance of certification criteria must be met in order to retain the CPMR designation. The criteria reflect requirements of the International Association for Continuing Education and Training and are consistent with standards recognized for all certified professionals including the fields of law, medicine and accounting.

TYPICAL DAILY SCHEDULE
Monday through Thursday
Morning session: 8:00 a.m. – 11:30 a.m. with two 15 minute breaks
Lunch: 11:30 a.m. – 1:00 p.m.
Afternoon session: 1:00 p.m. – 4:30 p.m. with two 15 minute breaks
Evening: The evening is free time, however working with a study group and networking with peers is encouraged.

Friday
Exam Day: as early as 7am, no later than 8am – 10am (average completion time is 1 ½ hours)

MAINTENANCE OF CERTIFICATION REQUIREMENTS
Ten hours of relevant continuing education every year and an annual certification fee. For more details, click here.

STUDY GROUPS AND BEST PRACTICES GROUPS
CPMR candidates are assigned to study groups with candidates from different industries. This cross-industry pollination allows for new perspectives and a wider scope of business experiences. These study groups often continue to meet far beyond CPMR graduation in the form of Best Practices Groups.  The broad network of contacts is of equal value to the educational material.

Video-CPMR: It’s Worth the Investment

Transportation options in Austin – For the price of a rental and nightly parking, you can likely get around Austin on foot of in a cab. It is a great town with good restaurants, good people and now a good CPMR event!