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Personal Selling and Sales Management

Code

GBE-SSM1

Version

3.0

Offered by

Global Business Engineering

ECTS

5

Prerequisites

None apart from general progression to 7th/9th semester. For exchange students general admission requirements.

Main purpose

Enabling the student to carry out a professional sales presentation for any business and product/service by mastering all the steps in the sales process from prospecting to obtaining the order and the follow-up phase.

Knowledge

  • The different kinds of sales jobs and personal characteristics of successful sales persons
  • Understand the significance of personal selling to the sales of the company, its relation to other the other elements of the promotion mix of the company and its marketing strategy
  • The connection between the purchasing behavior of the customer and the right sales strategy
  • The buying center concept and factors affecting the customer decision-making process
  • Prospecting: how to find new sales leads and methods to qualify them as potential customers
  • A deep understanding of the key phases in the personal selling process:
    • 1. The opening at a sales meeting
    • 2. Need and problem identification
    • 3. Presentation and demonstration of relevant solution
    • 4. Effective techniques to deal with buyers’ objections
    • 5. To negotiate a deal
    • 6. Techniques to close a sale (get the order)
    • 7. Follow-up on the sales meeting
  • Basic knowledge about sales organization and sales administration including international aspects
  • Define customer value from the buyers perspective
  • How to transform product features into customer benefits
  • Building, maintaining and extending customer relationships
  • Awareness of ethical practices in personal selling
 

Skills

  • Create a prospecting plan to find new customers
  • Plan and design the sales meeting by finding and using relevant information
  • Determine the members of the ‘buying center’, their needs and purchase motivations
  • How to determine customer value and create a strong value proposition
  • Prepare and present a sales presentation in a convincing manner
  • Be effective in sales negotiation and handling of objections
  • Be able to close a sale
  • Manage customer relationships to maximize long term customer satisfaction
 

Competences

  • Be able to effectively prospect for new customers
  • Overall to plan and conduct a professional sales meeting covering all the steps in the process from the opening over need and problem identification, presentation, handling of objections, negotiation, closing the sale to follow-up on the meeting
  • Prepare and conduct a sales presentation by visually, verbally, and nonverbally communicating  in-formation using professional selling skills
  • Use an appropriate selling strategy according to the needs of the customer, the characteristics of the product in question, the competition and the objectives of the selling company
  • Be effective in building, maintaining and extending customer relationships
  • Function as the market expert regarding information on products and competitors to both the selling and the buying organization
 

Topics

  • Appreciate and understand the important role of personal selling and its significance in a business/organisation in executing the marketing and sales strategies of the company in question
  • To plan and execute a sales meeting at a high professional level
  • Handling customer relationship management after the sale
  • Understand how a sales organisation can be structured under given market conditions including international issues

Teaching methods and study activities

Duration: 1 semester - 137,5 hours of student work load.
 
Activities during the course: dialog based teaching, class discussions, demonstration of sales situations on video, casework and role-plays to practice personal selling.
Study activity model
 
 

Resources

  • Textbook: Manning et.al: “ Selling Today”, Pearson. Latest edition
  • Material handed out by the instructor
  • Teaching methods and study activities

Evaluation

Permit criteria for attending examination:
  • Mandatory assignments handed in before deadline and accepted.

Examination

Oral Examination
  • Individual oral examination without preparation based upon course assignment(s)

Allowed tools: None

External examiner

Grading criteria

Examinations account for 100 % of final grade. See additional comments below.

Additional information

All assignments outlined in the teaching plan are compulsory. They are done in groups of 4 students. The assignments must be handed in on time and approved by the lecturer.
 
Failure to hand in a compulsory ssignment/participation activity will result in a deduction of 5% from the exam grade for each assignment.
 
The criteria for approval of each compulsory assignments/activities during the semester are:
  • (a) Handed/participated in the at the time and date specified by the lecturer
  • (b) For written assignments, a length of at least ½ standard A4 page and a maximum length of 1 page. The maximum length might be longer for certain assignments.
  • (c) The hand-ins must meet the minimum requirements for acceptance (adequate level) in or-der to be approved by the lecturer.

Responsible

Elo Simoni (ELO)

Valid from

2/1/2019 12:00:00 AM

Course type

Global Business Engineering Classic
Business and Management
Language and Communication

Keywords