Professional Salesmanship

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 Exam2. Quizzes3. Projects4. Assignments

1

Time Allotment

Specific Objectives Learning Task

Content/Instructional Materials

Prior Knowledge Conceptual Knowledge/Understanding

Application Valuing Assessment

1st – 2nd 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 SellingSales Jobs are DifferentWhat does a Professional Salesperson Do?Relationship MarketingLevels of Relationship MarketingBuilding 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?


2

Materials/Learning Resources:

Time Allotment




3rd – 4th 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 SellingManagement’s Social ResponsibilitiesWhat Influences Ethical Behavior?Management’s Ethical ResponsibilitiesEthics in Dealing with SalespeopleSalespeople’s Ethics in Dealing with Their EmployersEthics in Dealing with CustomersThe International Side of EthicsManaging 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

Responsibility

Page reflection paper on Cases 2-2 Sport Shirts QuizzesCase StudyExam

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 implementing ethical behavior? Discuss.

Time Allotment





1. Explain the difference III. The Psychology of Present to the class Discuss the following: Case analysis Empathy Quiz3


5th – 6th

weeks

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.

Selling: Why People BuyWhy People BuyPsychological Influences on Buying Needs- A Key to SuccessThe Trial Close- A Great Way to Uncover Needs and SELLSELL SequenceYour Buyer’s PerceptionPerceptions, Attitudes, and BeliefsConsider the Buyer’s PersonalityAdaptive Selling Based on Buyer’s StyleClassification of Buying SituationsTechnology Provides InformationView Buyers as Decision MakersSatisfied Customers are Easier to SellTo Buy or Not to Buy- A Choice Decision

- LCD- Book

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?

III. The Psychology of Sellinga. The Black Box

Approachb. Stimulus-response

model of buyer behavior

c. Psychological influences on buying

d. Approach to buyer need satisfaction

e. Important buying needsf. The trial closeg. SELL sequenceh. The Buyer’s Point of

Viewi. Information Evaluationj. Purchase decisionk. Postpurchases

Group report Multimedia

presentation

Compassion 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 psychological factors that may influence the prospect’s buying decision?

Time Allotment





1. Present and discuss the salesperson-buyer

IV. Communication for Relationship Building

Present a case about Amos Skaggs, a

Discuss the following:IV. Communication for

Multimedia aided lecture

Love Diligence

Quiz

4


7th – 8th

weeks

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

A. Communication: It Takes Two

B. Nonverbal Communication: Watch for it

C. Barriers to Communication

D. Master Persuasive Communication to Maintain Control

V. Sales Knowledgea. Know Your

Customersb. Know Your Companyc. Know Your Productd. Know Your Resellers

- Books- Handout

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?

Relationship BuildingA. Communication in

a Sales ContextB. Clues on Body

LanguageC. FeedbackD. Persuasion and

Probing DefinedE. Listening

V. Sales KnowledgeA. Sources of Sales

KnowledgeB. Knowledge Builds

RelationshipsC. Advertising Aids

SalespeopleD. Sales Promotion

Generates SalesE. PricingF. Know Your

Competition, Industry, and Economy

Panel discussion Group sharing

Reporting

Reflection

Assignment:

1. Draw the salesperson- buyer communication process. Describe each step in the process. Why is a two-way communication important in this process?

2. How do salespeople generally acquire their sales knowledge?

5


Time Allotment





9th – 10th

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. Prospectinga. The sales processb. Steps before the

sales presentationc. Prospecting

guidelinesd. The prospect poole. The referral cyclef. Obtaining the sales

interviewg. Wireless email helps

VII. Planning the Salesa. Strategic Customer

Sales Planningb. Preapproachc. The Prospect’s

Mental Stepsd. 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 Salesa. The Customer

Relationship Modelb. Reasons for Planning

the Sales Callc. Elements of Sales Call

Planningd. Sales Call Objectivee. Customer Benefit Plan


Panel discussion

Group sharing

Diligence Sacrifice

Quiz

Reporting

Reflection

Assignment:

1. What is the difference between a lead and a prospect?

2. What are the elements to consider when planning a sales call? Explain each one.

Time Specific Objectives Learning Task

Content/Instructional Prior Knowledge Conceptual Knowledge/ Application Valuing Assessment

6


Allotment Materials Understanding

11th - 12th

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 Strategya. The Right to

Approachb. 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 Strategyf. Attitude during the

approachg. First impression is

critical to successh. The Situational

Approachi. Opening with

Statementsj. Demonstration

Openingsk. Opening with

Questionsl. Three Rules for

using questions


Panel discussion Group sharing Invited guest from

the industry

Loyalty Selflessness

Quiz

Reporting

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.

7


Time Allotment





13th – 14th

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 helph. The ideal

presentationi. Presentation

difficultiesXI. 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. Dramatizationd. Visual aidse. Prooff. participation

Objectionsa. What are

objections?b. When do

prospects object?c. Objections and the

sales processd. Basic points to

consider in meeting objections

e. Technology can effectively help

f. Respond to objections

g. After meeting the objections- what to do?



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?

Time Specific Objectives Learning Task

Content/Instructional Prior Knowledge Conceptual Knowledge/ Application Valuing Assessment

8


Allotment Materials Understanding

15th week1. 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 fireo. Difficulties with

closingp. Essentials of closing

salesq. Prepare several

closing techniquesr. Prepare a multiple-

close sequences. Close based on the

situationt. 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



the industry

Hope Service

Quiz

Reporting

Reflection Papers

16th week FINAL EXAMINATION

9


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:

Joanalyn M. Balabag Angelica G. Omlas, MBA BSBA Dean

10

http://www.referenceforbusiness.com/management/Pr-Sa/Sales-Management.html#b%23ixzz2b0zAW0h8

http://en.wikipedia.org/wiki/Sales_management#cite_ref-7






http://www.performancesolutions.nc.gov/strategicPlanning/index.aspx

Documents

Professional Salesmanship