Sales & Salesmanship Management

Course Code: MKT 412

Credit Hour: 3

Course Group: Specialization Course: Marketing

---

Personal Selling Basics: The Role of Personal Selling - Attitude Toward Selling - Benefits of Selling - Selling Links the Company to Its Customers - Selling Offers an Attractive Carrier - Learning to Sell - The Job of Personal Selling - Traits and Tasks - The Professional Salesperson -Characteristics Obligation of Salespeople - Duties and Tasks Differ.

Special Types of Selling: Selling to Organizational Buyers - Features of Buying and Selling - Nature of Organizational Buyers - Value Analysis - Securing and Opening Organizational Sales Interviews - Selling to A Group. Selling to Ultimate Consumers - Duties of Retail Salespeople - Sale Personality - Information Needed by Retail Salespeople - Steps in Retail Selling - Post- Sale Behavior - Building Sound Customer Relationships - The Problem of Returned Goods - Techniques of Self-Management. Knowledge About Product - Price and Distribution: Company Background - The Industry - Company Features - Product Knowledge - Product Research - Terms of Sale-Product Attributes - Company Support of The Product-Distribution System-Wholesale-Retailers-Salespeople and The Distribution System; The Salesperson’s Roles.

Propelling Activities: Prospecting for Customers-Techniques for Prospecting-Buying Influences - Need and Use of Prospect Information - Types of Prospect Information- Sources- Prospect Information Interns of Group and Entire Territory. Planning the Sale Presentation; Steps in Selling; The Pre approach; Five Buying Decisions- Adopting Prospects Point of View-Planning for First ‘No’ – Canned Presentation and Story Plan.

The Selling Process: Securing and Opening the Sales Interview - Securing an Interview -The Approach; Selling is Solving Buyer’s Problems - The First Moment of the Interview Common First Call Difficulties. Delivering the Sales Presentation - The Advantage - Proof-Action Technique; Mechanics of Delivering The Presentation - Difficulties in Sales Presentation - Selling against Strong Competition.

Demonstration: Psychological Value of Demonstration - When and What to Demonstrate - Necessity of Advance Preparation - Principles of Effective Demonstration – Demonstration - Instructions; Showmanship in Demonstration. Answering Objectives - Art of Frictionless Disagreement’ Coping with Prospect Hostility - Why Prospects Offer Opposition - Attitude Toward Objections - Excuses Versus Objections - Principles of Handling Objections - When to Handle Objections - Preventing Objections. Closing the Sale - Prospects Attitude toward Close - When to Close the Sale - Techniques of Closing Sale - Post-Sale Activities.

Basic Selling Responsibilities: Building Sound Customer Relationships - Importance and Scheduling Calls -Building Repeat Business - Increasing Volume of Accounts - Inactive Accounts - Securing Customer Support - Influencing Customer’s Merchandising Policies - Meeting with Customers - Dealing with Customer Complaints - Cancellation and Returned Goods - Regaining Lost Customers - Handling Credit and Collection Problems - Building Goodwill.

Self-Management: Essentials-Techniques for Routing Scheduling - Telephone as Time Saver - Record Keeping-SelfEvaluation. Legal- Ethical and Social Responsibilities - Legal Responsibilities - Law Affecting Salesperson - Applying the Laws - Ethical Responsibilities - Improving the Ethics of Sales people -Social Responsibilities.

Sales Promotion: Managing Sales Promotion – Activities – Objectives - Relationship With Other Marketing Mix Elements - Factors Influencing The Use And Form Of Sales Promotion - Evaluation - Sales Promotion To Consumers - Pop - Coupons – Premiums - Sampling, Contests And Sweepstakes - Consumer Deals - Advertising Specialties – Packaging - Sales Promotion to Dealers and Sales Personnel - Trade Deals and Allowances - Cooperative Advertising - Contests - Sales Meeting - Sales Brochures -Trade Shows and Exhibits.

---

Books Recommended:

Charles A. Kirkpatrick And Frederick A. Russ Effective Selling, South-Western Publishing Co., Ohio.

Norman Govoni, Robert Eng & Morton Galper, Promotional Management,

Still, Richard R., Edward W. Cundiff And Norman A. P. Govoni, Sales Management – Decisions, Strategies & Cases