PROFESSIONAL SELLING 181
3 Credit Hours  Classroom 406, Main Bldg.

INSTRUCTOR:

Mark Steinborn
Tel. 718 663 8385
e-mail marksteinborn@marksteinborn.com
Office: 315D Main Bldg.
Conference hours in classroom 406, Main Bldg., Th 4-5; appointments at other times can be made with the instructor

TEXT:

Selling Today-Building Quality Partnerships
, Gerald L. Manning & Barry L. Reece, 8th Edition, Prentice-Hall.

COURSE OBJECTIVES:

1. Identify the important contributions that salespersons make to our rising standard of living.
2. Obtain the advantages and disadvantages of a selling career and adopt a professional attitude towards the occupation of selling.
3. Provide an opportunity for a student to evaluate and possibly choose a career in the area of selling.

The student will have the opportunity to:

a. Appreciate and understand the role of selling plays in our economic system.
b. Identify the importance of consumer attitudes and behavior.
c. Organize and develop a sales presentation from the pre-approach to the close.


GRADING:

The final grade will be based on:
        Project (sales presentation)                45%
        Final exam (comprehensive)               15%
        Quizzes                                             10%
        Canned presentation                            5%
        Demonstration presentation                  5%
        Cases                                                  5%
        Mini Sales Presentation                        5%
        Interview Report                                  5%
        Sales Evaluation Report                        5%
The final grade will be decided along the following percentages:

94-100 = A                89-87 = B+                79-77 = C+                69-67 = D+
93-90  =  A-               86-84 = B                  76-74 = C                  66-64 = D
                                   83-80 = B-                73-70 = C-                  63-60 = D-

Below 60% is failing: E.

A grade of 'I' will be assigned only if a major course requirement is not completed and the student could earn a course grade of D- or above by completing the requirements.

Unannounced quizzes will be given throughout the semester.

The final exam will be comprehensive.

ABSENCES:

See attachment 1.

PROJECT:

Prepare a sales presentation from the pre-approach to the close. The item to be sold will be valued at more than $500. If not completed on time, the student will receive an E unless prior arrangements are made with the instructor.

NOTE:

Any work not completed on time will receive an E unless prior arrangements are made with the instructor.

This course has been approved to meet the Oral General Education Competency for SC4 graduation requirements; therefore a C or better must be earned as a course grade in order to meet the General Education Competency requirements.

ACADEMIC HONESTY:

St. Clair County Community College holds high ideals of academic and personal honesty and expects every student to do likewise. Dishonest acts like cheating, lying, and plagiarism will not be tolerated. Instances of academic dishonesty will be treated as serious offenses. Students involved in activities such as cheating and/or plagiarism will be subject to disciplinary action.






ASSIGNMENTS FOR THE WEEK STARTING:

Aug 30
        
CANNED PRESENTATION
I. DEVELOPING A PERSONAL SELLING PHILOSOPHY FOR THE NEW ECONOMY
     1. Personal Selling and the Marketing Concept
Personal selling in the Age of Information
                                        Major Advances in Information Technology
                                Personal Selling-A Definition and a Philosophy
                                Personal Selling as an Extension of the Marketing Concept
                                        Evolution of the Marketing Concept
                                        Marketing Concept Yields Marketing Mix
                                        Important Role of Personal Selling
                                
Evolution of Consultative Selling
                                Evolution of Strategic Selling
                                        Strategic/Consultative Selling Model
                                
Evolution of Partnership
                                        
Partnering is Enhanced with High Ethical Standards
                                        Partnership is Enhanced with Sales Automation

                                Strategic Alliances-The Highest Form of Partnering
                             2. Personal Selling Opportunities in the Age of Information
                                Personal Selling Opportunities in the Age of Information
                                Your Future in Personal Selling
                                        Rewarding Aspects of Selling Careers
                                
Employment Settings in Selling Today

Sept. 6                
SALES INTERVIEW REPORT
                     II. DEVELOPING A RELATIONSHIP STRATEGY
                             3. Creating Value with a Relationship Strategy

                                Developing a Relationship Strategy
Developing Thought Processes that Enhance Your
    Relationship Strategy
                                Nonverbal Strategies That Improve Relationships
                                Conversational Strategies That Enhance Relationships
                                Strategies for Self-Improvement
                             4. Ethics: The Foundation For Relationships in Selling
                                Making Ethical Decisions
                                Ethics Defined
                                Factors Influencing the Ethics of Salespeople
                                Toward a Personal Code of Ethics

Sept. 13             III. DEVELOPING A PRODUCT STRATEGY
                             5. Creating Product Solutions

                                Developing a Product Solution
                                Becoming a Product Expert
                                Know your Company
                                Know Your Competition
                                Sources of Product Information
                                Adding Value with a Feature-Benefit Strategy
                                        Distinguish between Feature Benefits

                 SALES EVALUATION REPORT
                             6. Product-Selling Strategies That Add Value

                                Product Positioning-A Personal Selling Strategy
                                Achieving Product Differentiation in Personal Selling
                                Redefining Products in the Age of Information
                                Product-Positioning Options
                                Value-Added-A New Challenge for Salespeople

Sept. 20             IV. DEVELOPING A CUSTOMER STRATEGY
                             7. Understanding Buyer Behavior

                                Developing a Customer Strategy
                                The Complex Nature of Customer Behavior
                                Forces Influencing Buying Decisions
                                Perception-How Customer Needs Are Formed
                                Buying Motives
                                How Customers Make Buying Decisions

                             8. Developing a Prospect Base
                                The Importance of Prospecting
                                Prospecting Requires Planning
                                Sources of Prospects
                                Qualifying the Prospect
                                Organize Your Prospect Information

Sept. 27             V. DEVELOPING A PRESENTAITON STRATEGY
                             9. Approaching the Customer

                                Developing the Presentation Strategy
                                Planning the Pre-approach
                                Developing the Presale Presentation Plan
                                The Approach
                                Developing the Six-Step Presentation Plan

Oct. 4                            10. Creating the Consultative Sales Presentations
                                The Consultative Sales Presentation
                                Need Discovery
                                Selection of the Product
                                Need Satisfaction-Selecting A Presentation Strategy
                                
Guidelines for Developing a Persuasive Presentation Strategy

Oct. 11         DEMONSTRATION PRESENTATION
                            11. Custom Fitting the Sales Demonstration
                                The Sales Demonstration
                                The Importance of the Sales Demonstration
                                Planning Effective Demonstration
                                Sales Tools For the Effective Demonstration

Oct. 18                    12. NEGOTIATING BUYER CONCERNS
                                Negotiating Buyer Concerns and Problems
                                Negotiation
                                        Negotiation is a Process
                                
Common Types of Buyer Concerns
                                General Strategies for Negotiating Buyer Concerns
                                        Anticipate Buyer Concerns
                                        Prepare the Negotiations
                                        Understand the Problem
                                        Create Alternative Solutions
                                        Find Some Point of Agreement
                                        
Do Not Destroy Your Relationship Strategy with Anger
                                        Specific Methods of Negotiating Buyer Concerns

Oct. 25                    13. CLOSING THE SALE AND CONFIRMING THE
    PARTNERSHIP
                                Guidelines for Closing the Sale
                                        Focus on Dominant Buying Motives
                                        Negotiating the Tough Points Before Attempting the
     Close
                                        Recognize Closing Clues
                                Specific Methods for Closing the Sale
                                        Trial Close
                                        Summary-of-Benefits Close
                                        Assumption Close
                                        Special Concession Close
                                        Multiple Options Close
                                        Direct Appeal Close
                                        Combination Closes
                                        Practice Closing
                                        Confirming the Partnership When the Buyer Says
      Yes

Nov. 1                 MINI-SALES PRESENTATION
                            14. Servicing the Sale and Building the Partnership

                                Building Long-Term Partnerships with Customer Service
                                Current Developments in Customer Service
                                Customer Service Methods That Strengthen the Partnership
                                Partnership Building Strategies Should Encompass All Key
     People
Partnership with an Unhappy Customer

                     VI. MANAGEMENT OF SELF AND OTHERS
                            15.
Management of Self: The Key to Greater Sales Productivity
                                Management of Self-A Four-Dimensional Process
                                Time Management
                                Time-Consuming Activities
                                Time Management Methods
                                Saving Time with Telephones, Facsimile (Fax) Machines,
     and Electronic Data
                                Interchange
                                Records Management
                                Stress Management

Nov. 8                            16.
Communication Styles: Managing the Relationship Process
                                Communication Styles-An Introduction to Managing
     Selling Relationships
                                Communication-Style Bias
                                Communication-Style Principles
                                Improving Your Relationship-Management Skills
                                Communication-Style Model
                                Dominance Continuum
                                Sociability Continuum
                                Four Styles of Communication
                                Popularity of the Four-Style Method
                                Determining Your Communication-Style Bias
                                Managing Communication-Style Bias
                                Developing Communication-Style Flexibility

Nov. 15.                     17. Management of the Sales Force
                                Career Opportunities in Sales Management
                                Sales Management Functions
                                Qualities of a Good Sales Manager
                                Recruitment and Selection of Salespeople
                                Orientation and Training
                                Sales Force Motivation
                                Compensation Plans
                                Assessing Sales Force Productivity

Nov. 29        FINAL SALES PRESENTATION
                REVIEW FOR FINAL EXAMINATION

Dec. 7                FINAL SALES PRESENTATION

Dec. 14        FINAL SALES PRESENTATION

Dec. 21        FINAL EXAM



                                                                                
Attachment 1



STUDENT BEHAVIOR AND ATTENDANCE REQUIRMENTS


        I believes that appropriate student attitudes and behavior are essential if you are truly interested in your own education. I feel that you should make every effort to:

1)        Be prompt and on time for every class.
2)        Be prepared for class by completing reading and other assignments on time.
3)        Keep socialization in class to a minimum
4)        Pay attention to class discussion and, when possible, partake in that discussion and ask appropriate questions.
5)        Complete class assignments on time.

        Class attendance in an important part of the learning process and is necessary for success in this course. Unexcused absences are to be avoided. You may have one unexcused absence during the semester.

        Excused absences are allowed only for illness of yourself or a member of your immediate family, death in the family or of a close friend, in connection with participation in authorized college activities, legal obligations such as court appearance or jury duty, or any other reason deemed acceptable by me. Documentation may be required.

        Unexcused absences beyond the one allowed may result in either of the following penalties:

1)        Lowering of your final grade
2)        Making you ineligible for a final grade of A or B







Mark Steinborn
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