Course Profile

PDIP 3210 Curriculum Development

000389027

Peter Robertson

September 24th 2016

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The following discussion refers to the Dacum Chart that was developed as part of the requirements for the course PIDP 3210 and focuses a competency based education focus. Please refer to the picture of the Dacum Chart.

The course that I focused on is called Professional Selling and there has been considerable work in developing the course since 1992.

DATE DEVELOPED: October 28, 1992

DATE REVIEWED: March 2011

REVISION NUMBER: 3

DATE REVISED: October 2010

The curriculum developers who worked on this laid out the following Course Outcomes:

COURSE OUTCOMES:

Upon successful completion of this course the student will be able to:

1. Apply the foundations and concepts of professional selling to make a sales presentation demonstrating successful selling techniques

2. Distinguish between the various selling environments and recommend various selling techniques.

3. Identify and describe the importance of psychology in the selling environment

4. Integrate social networking into the development of a prospecting network

MAJOR TOPICS:

1.0 Introduction to Professional Selling

2.0 Retailing

3.0 The Psychology of Selling

4.0 Relationship Building

5.0 Sales Knowledge

6.0 Prospecting and Pre-approach

7.0 Approach

8.0 Sales Presentations and Objections

9.0 Closing and Follow-up Procedures

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As part of our task in looking at this original course we were tasked to look at this Course Outline with a critical eye to ensure that the terminology that was being used, referred to the revised Bloom’s Taxonomy and the 6 levels of hierarchy:

remember (was knowledge) understand (was comprehension) apply (was application) analyze (was analysis) evaluate (was evaluation) create (was synthesis)

Second, the last two categories have been reversed, putting create (synthesis) as the most complex

level.1

This was helpful as a framework to help look at the words that were chosen as we looked at the Sample Action Verbs for Stating those Objectives in the three different domains – Cognitive – Thinking and Problem Solving – Affective – Beliefs, Values and Attitudes – and finally Psychomotor Domain – Physical

skills. 2As I started to work on my Dacum, I began to realize several things that I will address in this discussion.

1. General comments regarding the Course Outline2. Specific Comments regarding the Course Line3. Suggested improvements.

First all some general comments regarding the Professional Selling Course Outline.

The Course Outline has been around since 1992 as the Professional Selling is a key 2nd year course required of all marketing students. It has been taught for over 24 years in Newfoundland and over 14 years here in Qatar which probably means the course has been taught over 400 times. (24 years in Newfoundland at 17 campuses – at least once per year per campus is 408 times / In Qatar the course is taught 3 times a year so about 36 times in Qatar). The course and textbook have not changed much from what I could find out. The course uses one of the best textbook by Charles Futrell

“Fundamentals of Selling, 13e trains readers on a detailed, yet broad, step-by-step selling process that is universal in nature. Numerous sales personnel in the industry today have commented on how this market-leading textbook reflects what they do on sales calls with prospects and customers. The goal of Fundamentals of Selling has always been to demonstrate to students the order of steps within the selling process; provide numerous examples of what should be in each step; and show how the steps within the selling process interact with one another. Combined with up-to-date content and a strong ethical focus, the 13th edition of Fundamentals of Selling teaches sales the way a mentor would: with a strong, practical focus

that puts the customer first.”3It is probably the most highly regarded academic Selling Textbook in the world in my opinion. There are

some very good books on selling such as Brian Tracy and Zig Ziglar 4 but for educational instruction this

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is a fantastic book. Students are provided with an electronic copy and all the PowerPoints are provided in D2L here in Qatar. There are practice web site multiple choice and quizzes etc. So there are very good resources available, and there has been considerable work put in to the Course Outline over the years by numerous people so there is a solid baseline to start. So I had a good feeling that I was not starting from scratch with my Dacum while still realizing there is always room for improvement.

Specific comments on the Course Outline. One of the first things I noticed when I started to look at each of the verbs used for the Learning Objectives (see below) they were consistent with those suggested in

the book pages 28 – 30 2. Words such as Define (Remember), Discuss (Apply), Develop (Create) were consistent with what was discussed in the book. I calculated for each row the Bloom’s Taxonomy:

Remember Understand Apply Analyze Evaluate Create TOTAL1.0 2 2 32.0 3 13.0 4 14.0 2 1 1 15.0 2 16.0 2 2 2 17.0 1 1 28.0 1 1 1 19.0 3 1 2 1

16 12 12 2 2 2 46

remember (was knowledge) 16 understand (was comprehension) 12 apply (was application) 12 analyze (was analysis) 2 evaluate (was evaluation) 2 create (was synthesis) 2

Overall a good balance of verbs for where the course is in the program (generally taken in Year 2 as there 3 Prerequisites - CM1241 – Business Communications II MR2100 – Marketing II CM2200 – Oral Communications). It satisfies the idea of Apply, Distinguish, Integrate and Identify and Describe as an actionable item in the Course Outline. There were some double words such as List and describe so I tried to simplify this in my final draft.

Suggested improvements. Some of the changes I made to the Course Outline after looking at the Dacum were the following.

1) I simplified the wording – eliminating the double wording where possible.2) I revised Section 2.0 on Retailing (we have a course on this and there was duplication and it

needed to be simplified). I have struggled with the material in this section in the past. 3) When I presented my Dacum to my colleagues Patsy and Paul they had some excellent

observations that I noted. A) It was very Cognitive heavy – “Peter is there room for Affective and Psychomotor skills?” I replied that the Sales Presentation which is worth 40% - (see below) is

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very hands on – they have to do a sales presentation which is recorded for review and analysis. They both like that answer. B) When we discussed the Affective I realized that there is a huge opportunity for improvement to discuss things like Professionalism and Ethics which are so important. Dr. Charles Futrell really talks a lot about this. I added another deliverable – Learning Objective called Professional Selling and Ethics – 10.0 and I found some videos on the topic as well to integrate into the course material. Placing others before yourself and how wrong that is – look after your customers and “don’t sell a Camaro to your grandmother”! http://www.youtube.com/watch?v=bSSmS1VIWRA

4) I looked closely at the Dacum and the Course Evaluation and kept the overall numbering system but broke it down in more detail with more deliverables such as a reflective journal which I think will help them think more about their beliefs, attitudes and the idea of ethics in sales. Ethics and Professional and the Golden Rule of Selling is critical to get across to the students. How you treat the customer is critical. I also added a new chart that maps the Learning Objectives with the Assessments.

AssessmentsCourse Outcomes 1

Lab

2Lab

3Lab

4Lab

5Presentation

6Case

7Midterm

8Final Exam

5% 5% 5% 5% 20% 10% 20% 30%1. Apply the

foundations and concepts of professional selling to make a sales presentation demonstrating successful selling techniques

2. Distinguish between the various selling environments and recommend various selling techniques.

3. Identify and describe the importance of psychology in the selling environment

4. Integrate social

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networking into the development of a prospecting network

5) New ideas for the materials happened as a result of the course. Activities and new videos were found that will be integrated into the course. The Secret of Persuasion is quite good - https://www.youtube.com/watch?v=cFdCzN7RYbw .

6) Professional Attitude – The Assessment Case 10% will now be an in-class case on Ethics and Professionalism in Professional Selling.

7) New Course Outline – integrates all these learnings. Click Here for New Course Outline. 8) New Evaluation – more emphasis on the Individual in Presentation – Reflective Journal

RECOMMENDED EVALUATION:

# Assessment LO%

Sales simulations/presentations

1 Lab 1 – Product(s) and Company B2B Lab – Group 2.5% - Individual Reflective Journal #1 2.5%

LO1-LO4 5%

2 Lab 2 – Price - Group 2.5% - Individual Reflective Journal #2 2.5% LO5 5%

3 Lab 3 – Sell (FAB) - Group 2.5% - Individual Reflective Journal #3 2.5%

LO3 – LO5

5%

4 Lab 4 – Closing - Group 2.5% - Individual Reflective Journal #4 2.5% LO9 5%

5 Presentation LO1-L10 20%

Case Analysis/In class analysis

6 Applying your Learning – In Class Case Analysis

LO3-LO7 10%

Exams:

7 Midterm LO1-LO7 20%

8 Final – All - Chapters 1,4,5,6,7,8,9,10,11,12,13,14

LO1-L10 30%

Total 100%

In conclusion, there were lots of learnings in the course and it was most enjoyable. The Dacum exercise was most useful. I feel that the Cognitive and Affective components are more in focus

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now and I feel that it is a better course outline with better activities (Lesson Plan exercise was excellent).

References

1. PIDP 3210 Course Manual P. 25 http://www1.udel.edu/educ/gottfredson/451/revisedbloom.html

2. PIDP 3210 Course Manual P. 28 – 303. Amazon – The Fundamentals of Selling 13th Edition https://www.amazon.com/Fundamentals-

Selling-Customers-through-Service/dp/0077861019/ref=dp_ob_title_bk 4. Best Sales Books of All Time http://www.inc.com/geoffrey-james/top-10-sales-books-of-all-

time.html 5. Charles Futrell - Linked In - https://www.linkedin.com/in/charles-futrell-367bbb6 6. Learning to Listen - https://www.youtube.com/watch?v=eIho2S0ZahI 7. Tom Hopkins – The Art of Selling https://www.youtube.com/watch?v=vZa29V2L-U4

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Learning Objectives – Professional Selling – Before the Course

LEARNING OBJECTIVES:

1.0 Introduction to Professional Selling

1.1 Define professional selling

1.2 Discuss and distinguish between the various types of sales professions

1.3 Identify and explain the characteristics of a salesperson that are needed for success in sales

1.4 Describe the importance of personal selling

1.5 List and explain the steps of the sales process

1.6 Explain the sales component of a marketing plan

1.7 Provide an overview of a professional sales association and its membership requirements

2.0 Retailing

2.1 Define retailing

2.1.1 Explain the retail process

2.2 Distinguish between business and consumer products and markets

2.3 Identify and list the steps business purchasing agents use in buying decisions

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2.4 Distinguish between services and nonprofit selling

3.0 The Psychology of Selling

3.1 List and explain the various influences on buyer behavior

3.2 Define and explain buyer’s perception

3.3 Distinguish between consumer and business decision making

3.4 List and distinguish between the personal, psychological, and social factors that influence the consumer’s buying behavior

3.5 Explain how buyers move through the decision making process

4.0 Relationship Building

4.1 Define communication

4.1.1 Identify and explain the components of the communications model

4.2 Discuss the importance of nonverbal communication in selling

4.2.1 Identify the components of nonverbal communication

4.3 Analyze various barriers to sales communication

4.4 Critique persuasive communication as a selling tool

4.5 Define social networking

4.5.1 Discuss the role of social networking in developing a prospecting network

5.0 Sales Knowledge

5.1 Define and discuss the importance of knowledge

5.1.1 Distinguish between the various knowledge types including customers, company, product, and retailers

5.1.2 Compare and contrast how knowledge is presented during sales presentations (industry, competition, and economy)

5.2 Distinguish between the various advertising aids used by salespeople 5.3 Discuss how technology has changed personal selling

6.0 Prospecting and Pre-approach

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6.1 Define prospecting

6.2 List and discuss the sales steps before sales presentations

6.3 Compare and contrast the various prospecting methods used in sales

6.4 Identify and examine the components of the referral cycle

6.5 Distinguish among the strategies used for customer sales planning

6.6 List and examine the steps in pre-approach planning

6.7 List the components of and develop a customer profile

7.0 Approach

7.1 Define and distinguish between the different sales approaches

7.2 Demonstrate the importance of approach with regards to sales

7.3 List and distinguish between the various types of questions used in sales approaches

7.3.1 Formulate questions to be used in the sales approach

7.4 Identify and apply the stages of negotiation

8.0 Sales Presentations and Objections

8.1 List and describe the components of the sales presentation

8.1.1 Identify and analyze examples of sales difficulties

8.1.2 List and describe the components of the sales presentation mix

8.2 Compare and contrast the various sales tools used in selling

8.3 Define sales objections

8.3.1 List and distinguish between the various sales objections

8.3.2 Identify and assess the procedures for effective objection handling

8.4 Develop and deliver a sales presentation

9.0 Closing and Follow-up Procedures

9.1 Define and discuss closing the sale

9.1.1 List and distinguish between the various buying signals

9.2 List and distinguish between the various closing techniques

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9.3 Prepare and conduct selling closing techniques

9.4 Define and discuss follow-up

9.5 Distinguish between satisfaction and retention

9.6 Describe how follow up can increase sales

9.7 List and discuss the steps to increase existing sales 9.8 Prepare and conduct follow-up techniques

EVALUATION:

Sales simulations /presentations 40%

Case analysis 10%

Midterm exam 20%

Final exam 30%

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This is a picture of the complete Dacum for Professional Selling. This is a second year course with prerequisites. I calculated the various stages of Bloom’s Taxonomy.

Create 2 Evaluate 2 Analyze 2 Apply 12 Understand 16 Remember 16

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Summary of Notes – Tom Hopkins video https://www.youtube.com/watch?v=vZa29V2L-U4

Summary notes: 1) Have to believe in what you do - be passionate and excite people about your product. Would you buy what you sell? 2) Make them say it - if it comes from you then its not true but if it comes from them then it must be true. You would like to have a great product, don't you? They have to say yes! 3) Give them a choice - would you like me to call you early or would you prefer a later call? As I wouldn't want to disturb you. They will be forced to choose. 4) The porcupine: Customer says, do you have x? You would say, would you like x? If they answer yes you've essentially closed. 5) Don't come across as a salesman, its not about you! Come across as an advisor. Give the customer confidence by providing them with insight. They would trust you and respect you for being knowledgeable and helpful. 6) Show them the value in the product so that they trust that they aren't wasting money on a product they don't need. 7) Show empathy for clients. Put yourself in their shoes. (Forgot the poem demonstration). 8) Never use these words: Cost or Price (result: it's too much/ too high), down payment (brings forth a sense of premature commitment) initial investment/payment is a better word, monthly payment should be substituted by monthly investment or amount which gives a client a sense that their gaining something rather than losing something. Contract, gives people a sense of uneasiness. Don't call it a contract, call it paperwork or form. Buy, don't say it! Substitute it with own as it gives the buyer a sense of ownership and pride associated with owning something. Get them INVOLVED and help them ACQUIRE. Deal, use transaction or opportunity instead. Sign, use 'Ok it', approve it or authorize it or endorse it. 9) What are you doing when your closing a deal? Helping a client with rationalizing the decision they want to make, help them head off procrastination, help them with their fear of being sold and finally help them overcome indecision. 10) 'I want to think it over', smile and say you wouldn't want to spend all this time just to put off your decision would you? Now

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what about this is making you hesitant? Well the price. By how much? This is where you make what called the 'reduction to the ridiculous'. You divide the amount they give you to an annual number then monthly, weekly, daily and so on. Tell them that you would be paying just an additional cent amount daily to get your dream product? Is that too much to ask for your satisfaction? That the art of closing.

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