Students will learn and explore the art of selling as it relates to the field of advertising. From the sales process to capturing clients, the student will gain a comprehensive knowledge of being a sales rep and how research, pitching and closing the deal all play an important role.
This course is designed to provide students with a comprehensive understanding of the principles and practices of sales techniques and management. It aims to equip students with the necessary skills to excel in today’s competitive sales environment. The course will cover the following key areas: Sales Fundamentals: Understanding the sales process, the role of sales in an organization, and the traits of successful salespeople. Sales Techniques: Exploration of various sales techniques such as consultative selling, solution selling, and relationship selling. Students will learn how to effectively communicate value, handle objections, and close deals. Sales Management: Focus on the strategic aspects of sales management, including sales planning, forecasting, territory management, and performance evaluation. Throughout the course, students will engage in practical exercises and case studies to apply the concepts learned. They will also hear from industry professionals through guest lectures. By the end of this course, students will have a solid foundation in sales techniques and management, preparing them for a successful career in sales.
| Week | Topics |
|---|---|
| 1 | Relationship Selling Opportunities in the Information Economy p.34 [1.1 Define personal selling and describe the three prescriptions of a personal- selling philosophy. 1.2 Describe the emergence of relationship selling in the age of information. 1.3 Discuss the rewarding aspects of a career in selling today. 1.4 Discuss the different employment settings in selling today. 1.5 Explain how personal- selling skills have become one of the master skills needed for success in the information age and how personal-selling skills contribute to the work performed by knowledge workers. 1.6 Identify the four major sources of sales training.] |
| 2 | Evolution of Selling Models That Complement the Marketing Concept p.62 [2.1 Discuss the evolution of personal-selling models as an extension of the marketing concept. 2.2 Describe the evolution of consultative selling from the marketing era to the present. 2.3 Define strategic selling and name the four broad strategic areas in the Strategic/Consultative– Selling Model. 2.4 Describe the evolution of partnering and the nature of strategic account management. 2.5 Explain how value- added selling strategies enhance personal selling.] |
| 3 | Ethics: The Foundation for Partnering Relationships That Create Value p.82 [3.1 Explain the importance of developing a relationship strategy. 3.2 Describe issues that challenge the ethical decision making of salespeople. 3.3 Describe the factors that influence the ethical conduct of sales personnel. 3.4 Describe how ethical decisions influence the building of partnering relationships in selling. 3.5 Discuss guidelines for developing a personal code of ethics that creates value.] |
| 4 | Creating Value with a Relationship Strategy p.104 [4.1 Explain how partnering relationships add value. 4.2 Discuss how thought processes can enhance your relationship strategy. 4.3 Identify and describe the major nonverbal factors that shape our sales image. 4.4 Describe conversational strategies that help us establish relationships. 4.5 Explain how to establish a self-improvement plan based on personal development strategies.] |
| 5 | Communication Styles: A Key to Adaptive Selling Today p.121 [5.1 Discuss how communication style influences the relationship process in sales. 5.2 Identify the two major dimensions of the communication style model. 5.3 Explain the four communication styles in the communication style model. 5.4 Learn how to identify your preferred communication style and that of your customer. 5.5 Learn to adapt interpersonal versatility and build strong selling relationships with style flexing.] |
| 6 | Creating Product Solutions p.146 [6.1 Explain the importance of developing product solutions that add value. 6.2 Describe the importance of becoming an expert regarding product knowledge. 6.3 Discuss the importance of becoming an expert regarding company knowledge. 6.4 Describe how expert knowledge of competition and industry trends improves personal selling. 6.5 List major sources of product, competitor, and industry information. 6.6 Summarize how to add value with a feature– benefit strategy.] |
| 7 | Product-Selling Strategies That Add Value p.164 [7.1 Describe positioning as a product-selling strategy. 7.2 Explain the 3-D product solutions selling model. 7.3 Discuss product- positioning options. 7.4 Explain how to sell your product with a price strategy. 7.5 Explain how to sell your product with a value- added strategy.] |
| 8 | The Buying Process and Buyer Behavior p.184 [8.1 Discuss the meaning of a customer strategy. 8.2 Explain the difference between consumer and business buyers. 8.3 Describe the importance of alignment between the selling process and the customer’s buying process. 8.4 Compare the buying process of the transactional, consultative, and strategic alliance buyer. 8.5 List and Describe the various influences that shape customer buying decisions.] |
| 9 | Developing and Qualifying Prospects and Accounts p.205 [9.1 Discuss the importance of developing a prospect or account. 9.2 Identify and assess important sources of prospects and accounts. 9.3 Describe criteria for qualifying prospects and accounts. 9.4 Explain common methods of collecting and organizing prospect and account information. 9.5 Describe the steps in managing the prospect or account list.] |
| 10 | Approaching the Customer with Adaptive Selling p.234 [10.1 Describe the three prescriptions that are included in the presentation strategy. 10.2 Discuss the two-part preapproach process. 10.3 Describe team presentation strategies. 10.4 Explain how adaptive selling builds on four broad strategic areas of personal selling. 10.5 Describe the six main parts of the presentation plan. 10.6 Explain how to effectively approach the customer. 10.7 Describe seven ways to convert the prospect’s attention and attract interest.] |
| 11 | Determining Customer Needs with a Consultative Questioning Strategy p.257 [11.1 Outline the benefits of the consultative-sales process. 11.2 Describe the four parts of the need– satisfaction model. 11.3 Discuss the use of questions to discover customer needs. 11.4 Describe the importance of active listening and the use of confirmation questions. 11.5 Select solutions that match customer needs.] |
| 12 | Creating Value with the Consultative Presentation p.280 [12.1 List and describe three types of need– satisfaction presentation strategies. 12.2 Present guidelines for creating consultative presentations that add value. 12.3 Describe the elements of a persuasive presentation strategy. 12.4 Describe elements of an effective group presentation. 12.5 Develop selling tools that add value to your sales demonstrations.] |
| 13 | Negotiating Buyer Concerns p.302 [13.1 Describe the principles of formal negotiations as part of the win-win strategy. 13.2 Describe common types of buyer concerns. 13.3 Discuss specific methods of negotiating buyer concerns. 13.4 Outline methods for creating value in formal negotiations. 13.5 Work with buyers who are trained in negotiation.] |
| 14 | Adapting the Close and Confirming the Partnership p.323 [14.1 Describe the proper attitude to display toward closing the sale. 14.2 List and discuss selected guidelines for closing the sale. 14.3 Explain how to recognize closing clues. 14.4 Discuss specific methods of closing the sale. 14.5 Explain what to do when the buyer says yes and what to do when the buyer says no.] |
| Method | Qty | % Each |
|---|---|---|
| Project | 3 | 25 |
| Attendance | 25 |
MAIN Manning, G. L., Ahearne, M., Reece, B. L. (2024). Selling today: Partnering to create value. 15e. Pearson. Kao, L., & Paz, J. (2024). Salesforce For Dummies, 8th Edition. Wiley.