RNCP Business Development Manager

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Become a Business Development Manager

Professional certification
and blocks of competencies

Title of “Manager of Business Development” level 7 (EU) registered in the RNCP (National Directory of Professional Certifications) under the code NSF 312. Registered in the National Directory of Professional Certifications on October 14, 2020. Publication in the J.O. of March 21, 2021

Find the blocks of skills associated with this RNCP title.

The validation of the certification is obtained by the capitalization of four blocks of competences common to all the courses as well as a block of specialization according to the course of the candidate.

Sales executives are among the professions that will benefit from the largest job creation by 2022 (DARES).

Michael Page lists sales jobs as one of the three “most sought-after and most difficult to recruit” profiles. The number of hires, according to the recruiting firm, grew by 22% between 2016 and 2018 and reaches an all-time high in 2019.

Regions Job reports that 44% of employers are struggling to find the right candidate for the sales function.

All these indicators lead, among others, to propose a quality training for the profession of Business Development Manager.

What jobs can you do with this RNCP title?

The profession targeted by the certification is that of business development manager.

Various names cover the perimeter of this trade:

  • Business Development Manager / Sales Manager / Sales Manager / Sales Director
  • Sales engineer / Business engineer / Business manager / Technical sales manager / Business manager
  • Sales Manager / Area Manager

“In response to business needs

The profession of Business Development Manager continues to evolve and the needs of companies continue to grow. These changes are only just beginning, but according to the various barometers and observatories in France and abroad, several major trends can be identified regarding the future skills of the business development professions:

  • Increasing recruitment
  • The impact of digital tools
  • Adaptation to new customer and business requirements

Sector Specializations

In addition to the four common blocks of competencies above, there are two sectoral specializations for the Business Development Manager title:

  • Business development manager in charge of business engineering
  • Business development manager in charge of trade marketing

What skills are developed?

At the end of the course, students will have acquired the following four blocks of competencies:

  • Definition of the commercial strategy and proposal of a relevant offer
  • Development and implementation of commercial engineering and customer relationship management
  • Management of sales teams
  • Steering the performance of commercial activities and managing budgets

This certification is accessible by capitalization of these blocks of skills.

Example of a course

Definition of the commercial strategy and proposal of a relevant offer


Understand the stakes of the strategic approach to ensure the sustainability of the company in a risky and constantly changing environment. Analyze the identity, the organization, the resources of the company in order to position it in the path of sustainable development. Carry out a diagnosis of the company’s environment by knowing how to assess its ability to face competition and adapt to changes in the business world. Define and implement competitive advantages.


Audit the business strategy in order to make relevant decisions. Develop a marketing and sales plan by leveraging the company’s competitive advantages. Understand the particularities and strategic importance of international marketing. Discover the specificities of the international environment Europe, America, Asia/China. Develop a marketing plan. Build market penetration strategies.


Understand and integrate a marketing problematic, to decline it at an operational level. Knowing how to define and develop a commercial innovation (format, distribution method and concept of the brand and/or store), locally or internationally. Analyze the brand components in order to implement them at the store level and at the different points of sale. margin, of CA. Product profitability study: simple direct costing, advanced, margin.

Development and implementation of commercial engineering and customer relationship management


Set up a customer-oriented organization. Implement CRM tools. Establish a sales action plan. Build a negotiation strategy.


Direct marketing strategies, techniques and tools, POS, price reductions, call centers, sampling, contests, implementation of a promotional campaign. The key factors of a direct marketing operation. Consumer loyalty strategies and new digital tools.


Having a customer-centric approach; psychological aspect of a purchase decision; role-playing and simulation; identifying behaviors adapted to
Each stage of the buying cycle; the use of tools and behaviors adapted to the follow-up of a strategy.

Management of sales teams


Understand the missions and challenges of the sales manager. Determine an effective sales force organization. Measure and monitor results. Train, evaluate and motivate the sales force to achieve business objectives. Effectively manage human resources within a sales team or a store: recruitment, job interviews, employment contracts, compliance with collective agreements, CHSCT, break times, working hours and overtime. Management of schedules and absences (leave, illness). Training of teams. Annual interviews


Know the specificities of the B2B market and the specificities of selling industrial products and services. Understand the types of markets. Define a pricing policy. Discover the value of trade marketing. Develop a communication policy. Control the purchasing and subcontracting policy. Measure and manage sales performance.


Having a customer-centric approach; psychological aspect of a buying decision; role-playing and simulation; identifying the right behaviors at each stage of the buying cycle; using the right tools and behaviors to follow a strategy.

Steering the performance of commercial activities and managing budgets


Learn negotiation and sales techniques. Respond to objections. Understand the purchasing policy and motivations of your customer. Decipher verbal and non-verbal communication. Establish relational trust over time. Prepare your prospecting and loyalty meetings.


Budget management: setting up and managing commercial budgets. Commercial cost management: analysis and statistical reorientation. Analysis of variances associated with commercial activity: monitoring of margin and sales variances. Product profitability study: simple direct costing, advanced, margin.


Implement management tools (budget forecasts, dashboards and reporting) and analyze data to optimize decision-making. Create budget forecasts in line with the strategy and objectives. Implement and operate budgetary control in a reporting logic. Organize forecasting and monitor cash flow.

Projects, Internships and Career Paths

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Updated 24 March 2022