Professional Salesmanship

(1)

I. COURSE TITLE : MM – PROFESSIONAL SALESMANSHIP

II. COURSE DESCRIPTION : Professional Salesmanship is a basic course dealing with the fundamentals of trust-based personal selling. Areas specifically studied include

understanding the sales industry and selling occupations; promoting selfleadership, building trust, and conducting sales dialogue; prospecting, qualifying, communicating, and relationship building; buyer motivation; creating value; handling resistance; earning commitment; customer concerns; and sales management.

III. CREDIT UNITS : THREE (3) UNITS

IV. COURSE NO. OF HOURS : 54 HOURS

V. GENERAL OBJECTIVES : At the end of the course, the students are expected to:

1. Understand the role and the nature of selling as a tool, as well as an important function, in the marketing of products and services; 2. Learn and develop personal selling skills as well as the new strategies that will insure the successful marketing of the product in a given

environment, either as an entrepreneur or sales personnel;

3. Understand the nature and the scope of work of a Sales Executive responsible for a group of sales persons tasked to promote and sell a particular product;

4. Understand and discover new selling techniques in a highly competitive and technologically advanced marketing environment.

VI. CRITERIA FOR EVALUATION :

Exam - 50 %

Quizzes, Projects, Assignments - 40%

Attendance - 10%

Total - 100%

VII. COURSE REQUIREMENTS :

1. Term Exam 2. Quizzes 3. Projects 4. Assignments

(2)

Time

Allotment Specific Objectives _Content/ Learning Task

Instructional Materials Prior Knowledge Conceptual Knowledge/Understanding Application Valuing Assessment

1st_{– 2}nd weeks

At the end of the lesson, the students may be able to:

1. Define and explain the term selling.

2. Explain why everyone sells.

3. Discuss the reasons people might choose a sales carer.

4. Enumerate some of the various types of sales job. 5. Describe the job activities

of salespeople.

6. Define the characteristics that are needed for success in building relationships with customers.

7. List and explain the 10 steps in the sales process.

I. The Life, Times, and Career of the

Professional Salesperson What is Selling? Why Choose a Sales Career?

Is a Sales Career Right for You?

Success in Selling— What does it Take? Relationship Selling Sales Jobs are Different What does a Professional Salesperson Do? Relationship Marketing Levels of Relationship Marketing Building Relationships through the Sales Process

- Books - Hand-outs

Present to the class a case about “Facing a Sales Challenge” in the person of Debra Hutchins, ask the students the following:

1. If you were in Debra’s position, what would you do?

2. What types of jobs would you recommend she consider?

Discuss the following: The dynamic power salespeople impact the business world; Selling and marketing defined and contrasted; Personal selling defined. • Multi-media aided lecture-discussion • Case analysis • Perseverance • Respect • Quiz • Oral Exam Assignment: 1. Interview one or more salespeople and write a brief report on what they like and dislike about their jobs; why they chose a sales career; what activities they perform; and what they believe it takes to succeed in selling their products. 2. The term salesperson refers to many types of sales jobs. What are the major types of sales jobs available? Materials/Learning

(3)

Time Allotment

Specific Objectives Learning Task

Content/Instructional

Materials Prior Knowledge Conceptual Knowledge/Understanding Application Valuing Assessment 3rd_{– 4}th

weeks 1. Describe the management’s social responsibilities. 2. Explain what influences ethical

behavior.

3. Define management’s ethical responsibilities.

4. Discuss the ethical dealings among salespeople, employers, and customers.

5. Describe the international side of ethics.

6. Explain what is involved in managing sales ethics.

PRELIM EXAMINATION

II. Social, Ethical, and Legal Issues in Selling

Management’s Social Responsibilities

What Influences Ethical Behavior?

Management’s Ethical Responsibilities Ethics in Dealing with Salespeople

Salespeople’s Ethics in Dealing with Their Employers Ethics in Dealing with Customers

The International Side of Ethics

Managing Sales Ethics

- Books - Handouts

Present a case about how the sales manager of a printing company considered to do leasing business with the president of

Equilease if he would also consider having 50% of his printing business with his company, and ask the students the following: 1. Is there an ethical conflict in this situation? Why? Or why not? 2.Would it be ethical to propose such a deal?

Discuss the following: II. Social, Ethical, and Legal Issues in Selling

a. An Organization’s Main Responsibilities b. How to Demonstrate Social Responsibility c. Level of Sales Pressure d. Decisions Affecting Territory e. Suggestions for Staying legal f. Conflict of Interest

• Lecture and group sharing • Panel discussion • Honesty • Patience • Integrity • Social Responsibilit y Page reflection paper on Cases 2-2 Sport Shirts Quizzes Case Study Exam Assignment: 1. Have you ever experienced an ethical dilemma? Evaluate the dilemma with respect to its impact on other people. 2. Do you think a code of ethics would be more effective than leadership alone for implementin g ethical behavior? Discuss. Materials/Learning Resources:

(4)

Materials Prior Knowledge Conceptual Knowledge/Understanding Application Valuing Assessment

5th_{– 6}th weeks

1. Explain the difference between a feature, an advantage, and a benefit.

2. Be able to construct a SELL sequence.

3. Know when and how to use a trial close.

4. Explain why people buy benefits rather than features or advantages.

5. Enumerate techniques for determining a customer’s needs.

6. List factors that influence the customer’s buying decisions.

7. Show why buying is a choice decision.

III. The Psychology of Selling: Why People Buy Why People Buy

Psychological Influences on Buying Needs- A Key to Success

The Trial Close- A Great Way to Uncover Needs and SELL

SELL Sequence Your Buyer’s Perception Perceptions, Attitudes, and Beliefs

Consider the Buyer’s Personality

Adaptive Selling Based on Buyer’s Style

Classification of Buying Situations

Technology Provides Information

View Buyers as Decision Makers

Satisfied Customers are Easier to Sell

To Buy or Not to Buy- A Choice Decision

- LCD

- Book

Present to the class the case about a perfect “A” average student, John Salley, who could not understand why his first two years in sales resulted in an average performance when his knowledge of the product is outstanding, ask the students the following:

1. If you were in John’s position, what would you do? Why? 2. Have you realized that knowledge about the product is important, however, knowledge about why and how your prospective customers buy is just as

important?

Discuss the following: III. The Psychology of Selling

a. The Black Box Approach b. Stimulus-response model of buyer behavior c. Psychological influences on buying

d. Approach to buyer need satisfaction

e. Important buying needs f. The trial close

g. SELL sequence h. The Buyer’s Point of

View i. Information Evaluation j. Purchase decision k. Postpurchases  Case analysis  Group report  Multimedia presentation  Empathy  Compassion  Quiz  Exam Assignment: 1. What three types if buying situations may be buyer be in when contacted by a salesperson ? Briefly describe each type. 2. What are the

psychologica l factors that may influence the prospect’s buying decision? Materials/Learning Resources:

(5)

7th – 8th weeks

1. Present and discuss the salesperson-buyer communication process. 2. Discuss and illustrate the

importance of using nonverbal communication when selling.

3. Define and recognize acceptance, caution, and disagreement nonverbal signals.

4. Review barriers to effective sales communication. 5. Explain why it is so

important to be knowledgeable.

6. Discuss the major body of knowledge needed for increased sales success. 7. Illustrate how to use this

knowledge during the sales presentation.

8. Explain the main technologies used by salespeople.

MIDTERM EXAMINATION

IV. Communication for Relationship Building A. Communication: It Takes Two B. Nonverbal Communication: Watch for it C. Barriers to Communication D. Master Persuasive Communication to Maintain Control V. Sales Knowledge a. Know Your Customers

b. Know Your Company c. Know Your Product d. Know Your Resellers

- Books - Handout

Present a case about Amos Skaggs, a purchasing agent, who have heard 9 sales pitches that day, all saying the same thing, “Buy from me, and I’ll save you money.” Ask the students the following: 1. What message has Skaggs sent to the salesperson? 2. If you were the

salesperson, what might you do?

3. What would be of interest to Skaggs?

Discuss the following: IV. Communication for Relationship Building A. Communication in a Sales Context B. Clues on Body Language C. Feedback D. Persuasion and Probing Defined E. Listening V. Sales Knowledge A. Sources of Sales Knowledge B. Knowledge Builds Relationships C. Advertising Aids Salespeople D. Sales Promotion Generates Sales E. Pricing F. Know Your Competition, Industry, and Economy  Multimedia aided lecture  Panel discussion  Group sharing  Love  Diligence Quiz Reporting Reflection Assignment: 1. Draw the salesperso n- buyer communic ation process. Describe each step in the process. Why is a two-way communic ation important in this process? 2. How do salespeopl e generally acquire their sales knowledge ? Materials/Learning Resources:

(6)

9th_{– 10}th weeks

At the end of the chapter, the students may be able to:

1. Define the sales process; list and describe its 10 steps in the correct sequence.

2. State why it is important to prospect.

3. Describe the various prospecting methods. 4. Ask for a referral anywhere

during the referral cycle. 5. Make an appointment with a

prospect or customer in person or by telephone.

6. Explain the importance of sales call planning.

7. List the four planning steps in order and understand them. 8. Develop a customer benefit

plan.

9. Describe the prospect’s five mental steps in buying.

VI. Prospecting

a. The sales process b. Steps before the

sales presentation c. Prospecting

guidelines d. The prospect pool e. The referral cycle f. Obtaining the sales

interview

g. Wireless email helps VII. Planning the Sales

a. Strategic Customer Sales Planning b. Preapproach c. The Prospect’s Mental Steps d. Overview of the selling process - Books - Handout Case presentations, ask the students the following:

1. If you were one of these salespeople, how would you respond? 2. What would be

your sales plan? 3. How do you get

someone to listen to you? 4. How do you know when they’re ready to buy? 5. What to do on your first customer call?

Discuss the following: VI. Prospecting a. Sales process definition b. Prospect and prospecting c. Prospecting methods d. Telephone and telemarketing VII. Planning the Sales

a. The Customer Relationship Model b. Reasons for Planning

the Sales Call

c. Elements of Sales Call Planning

d. Sales Call Objective e. Customer Benefit Plan

 Multimedia aided lecture  Panel discussion  Group sharing  Diligence  Sacrifice Quiz Reporting Reflection Assignment: 1. What is the differenc e between a lead and a prospect ? 2. What are the element s to consider when planning a sales call? Explain each one. Materials/Learning Resources:

(7)

11th_{- 12}th weeks

1. State why you first select a sales presentation method and then select the approach.

2. Describe the different sales presentation methods; know their differences; and know the appropriate situation for using a particular method. 3. Better understand how to give a presentation to a group of prospects. 4. Understand why

negotiations can be an important part of the presentation.

5. Explain the importance of using an approach and provide examples of approaches.

6. Illustrate why the approach should have a theme that is related to the presentation and the prospect’s important buying motives. 7. Present four types of

questioning techniques for use throughout the presentation and give an example of each technique. 8. Understand the importance

of being flexible in your approach.

SEMI-FINAL EXAMINATION

VIII. Sales Presentation Method Selection

a. Sales Presentation Strategy

b. Sales Presentation Methods- Select one carefully

c. Sales Presentation Go High Tech IX. Presentation Strategy

a. The Right to Approach b. The Approach-

Opening the Sales Presentation c. Technology in the Approach d. Using Questions Results in Sales Success e. Flexibility in your approach - Books - Handout Case presentation prior to lecture, ask the students the following:

a. What type of presentation would you use? b. How would you

begin the presentation?

Discuss the following: VIII. Sales Presentation Method Selection d. Definition of negotiation e. Phases of Negotiation f. Sales presentation defined g. Memorized presentation h. Formula presentation i. Need-satisfaction presentation j. Problem-solving presentation IX. Presentation Strategy

f. Attitude during the approach g. First impression is critical to success h. The Situational Approach i. Opening with Statements j. Demonstration Openings k. Opening with Questions l. Three Rules for

using questions

 Multimedia aided lecture

 Panel discussion  Group sharing  Invited guest from

the industry  Loyalty  Selflessness Quiz Reporting tt Reflection Papers Assignment: 1. What are the

four sales presentation methods? 2. Explain the reasons for using questions when making a sales presentation. 3. What is SPIN? Give an example of a salesperson using SPIN. Materials/Learning Resources:

(8)

13th_{– 14}th weeks

1. Discuss the purpose and essential steps of the sales presentation.

2. Give examples of the six sales presentation mix elements.

3. Describe difficulties that may arise during the sales presentation and explain how to handle them. 4. State how to handle discussions of the competition.

5. Explain the need to properly diagnose the prospect’s personality to determine the design of the sales

presentation.

6. Explain why you should welcome a prospect’s objections.

7. Describe what to do when objections arise.

8. Discuss seven basic points to consider in meeting a prospect’s objections. 9. Explain six major categories

of prospect objections and give an example of how to handle each of them 10. Present and use in your

presentation several techniques for obligations

X. Elements of a Great Sales Presentation

a. The purpose of the presentation

b. Three essential steps within the

presentation c. The sales

presentation mix d. Visual aids help tell

the story e. Dramatization improves your chances f. Demonstration prove it

g. Technology can help h. The ideal

presentation i. Presentation

difficulties XI. Welcome Prospect’s Objections

a. Six major categories of objections b. Techniques for

meeting objectives

- Books - Handout

Ask the students the following:

a. What if the customer will not take your word? b. What would you

say to a buyer? c. How does a professional salesperson handle a possible difficult situation?

Discuss the following: The sales presentation mix

a. Persuasive communication b. Demonstration c. Dramatization d. Visual aids e. Proof f. participation Objections a. What are objections? b. When do prospects object? c. Objections and the

sales process d. Basic points to consider in meeting objections e. Technology can effectively help f. Respond to objections g. After meeting the

objections- what to do?  Multimedia aided lecture  Panel discussion  Group sharing  Invited guest from

the industry  Faith  Love Quiz Reporting Reflection Papers Assignment: 1. Discuss the various elements of the sales presentation mix and indicate why you need to use visuals during your presentation. 2. What does a sales

objection indicate? 3. What are the basic

points to consider in meeting objections?

Materials/Learning Resources:

(9)

15th_week 1. Explain when to close._{2. Describe what to do if when} you ask for the order, your prospects asks for more information, gives an objection, or says no. 3. Explain why you must

prepare to close more than once.

4. Discuss the 12 keys to a successful close.

5. Present, illustrate, and use several techniques for closing the sale in your presentation.

6. Construct a multiple-close sequence.

7. State why service and follow-up are important to increasing sales.

8. Discuss how follow-up and service result in account penetration and improved sales.

9. List the eight steps involved in increasing sales to your customer.

10. Explain the importance of properly handling

customers’ returned goods requests and complaints in a professional manner.

XII. Closing Begins the Relationship

j. When should I pop the questions? k. Reading buying

signals

l. What makes a good closer?

m. How many times should you close? n. Closing under fire o. Difficulties with closing p. Essentials of closing sales q. Prepare several closing techniques r. Prepare a multiple-close sequence s. Close based on the

situation

t. Research reinforces these sales success strategies

u. Keys to improved selling

- Books - Handout

Ask the students the following: 1. When should I pop the question? 2. What makes a good closer?

Discuss the following: Closing

a. Closing techniques b. Difficulties

When you do not make the sale

a. The proper handling

 Multimedia aided lecture

 Panel discussion  Group sharing  Invited guest from

the industry  Hope  Service Quiz Reporting Reflection Papers

16th_week _{FINAL EXAMINATION}

Materials/Learning Resources:

(10)

R E F E R E N C E S:

1. Strategic Planning." NC Office of State Personnel, n.d. Web. 10 Jul 2011. <http://www.performancesolutions.nc.gov/strategicPlanning/index.aspx>.

2. ^ Spiro, Rosann L., Gregory A. Rich, and William J. Stanton. Management of a Sales Force. 12. New York, NY: McGraw-Hill/Irwin, 2008. 49-51. Print.

3. ^ 2. Spiro, Rosann L., Gregory A. Rich, and William J. Stanton (2008), Management of a Sales Force, 12th Edition, McGraw-Hill Irwin, Boston, pp. 134-137.

6. ^ 1.Munyon, Timothy P., Summers, James K., and Gerald R. Ferris. Team staffing modes in organizations: Strategic considerations on individual and cluster hiring approaches. Human

Resource Management Review. 21:3 (2011):228-242.

8.

Dalrymple, Douglas J., and William L. Cron. Sales Management: Concepts and Cases. 6th ed. New York, NY: John Wiley and Sons, 2008.

9.

Hughes, G. David, Daryl McKee, Charles H. Singler. Sales Management: A Career Path Approach. Cincinnati, OH: South-Western College Publishing, 2009.

10. Kotler, Philip, and Gary Armstrong. Principles of Marketing. 9th ed. Upper Saddle River, NJ: Prentice Hall, 2009. 11. Read more: http://www.referenceforbusiness.com/management/Pr-Sa/Sales-Management.html#b#ixzz2b0zAW0h8

Prepared by: Approved by:

(11)