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Personal Selling

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Thu, 2010-05-20 20:12 — Marouf Aref Issa Dwaikat
Course Code: 
57130
Course Outline: 

An-NajahNational University

Faculty of Economics and Administrative Sciences

Marketing Department

Personal Selling 57130

Course Outline /spring 2009/2010

Lecturer: Marouf Dwaikat

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Required Textbook: Selling Today, Building Quality Partnerships.        Tenth Edition

 Gerald L.Manning and Barry L. Reece

Course Description:

This course involves person to person communication with a prospect.

It teaches the students the process of developing relationships, discovering needs, matching the appropriate products with consumer needs; and communicating benefits through informing, reminding or persuading. This course teaches the students the steps usually followed in the selling process which includes: approaching customers, presentation, and demonstration, negotiation, closing and servicing the sales.

Course Objectives:

The course will achieve the following objectives:

  1. Provide the students with the ability to develop relationships, product, and customer and presentation strategies.
  2. Enable the students to master the skills needed in each of the above mentioned four strategic areas.
  3. Teach the students a series of partnering principles.
  4. Teach the students how to discover what adds value and determine how to add value.
  5. Provide the students with the three –dimensional approach to the study of ethical decision making.
  6. Emphasize ethics the foundation for relationships in selling.
  7. Stimulate the students to think about the ethical consequences of their decisions and actions as salespersons.
  8. The students should gain the following competencies from the course:

I.GENERAL SALES KNOWLEDGE:

  1. Explain careers, opportunities, and benefits of personal selling.
  2. Summarize the effect of selling in a marketing economy.
  3. Apply theories of buyer motivation.
  4. Create a prospecting plan.
  5. Discuss how to determine one's competition.
  6. Explain the various communication styles.
  7. Discuss the importance of a positive self image.
  8. Apply time management techniques to the art of selling.
  9. Evaluate and apply ethical practices in selling.
  10. Write steps and goals of the sales presentation.

II. SALES DEMONSTRATION KNOWLEDGE:

  1. Develop complete pre-approach information.
  2. Design an approach.
  3. Determine an approach.
  4. Determine wants/needs of the customer.
  5. Select and prepare selling tools for demonstration.
  6. Anticipate and handle sales resistance.
  7. Develop and use trial close.
  8. Develop and use closing techniques.
  9. Demonstrate when and how to use suggestive selling.
  10. Demonstrate techniques of servicing the sales.

 

Conduct of the course:

This course will be taught by lectures, student discussions and cases.

Lectures, Textbook, assignments, exams, and all others audio visual aids and materials will be in English language.

*     You must complete all the reading assignments. You are required to read all chapters detailed in the course outlines.

  • You are expected to complete all assigned  housework if any, and on time
  • You are to actively participate in class discussion.
  • Attendance will be subject to the University policy regarding attendance.
  • Exams:  Different kinds of questions will be used in exams like: True/ False, multiple choice, filling, matching, and discussion questions (essay type questions).  

Grading:

Assignments / Quizzes if any             5%

First Hour Exam                              20%

Second Hour Exam                         20%

Participation in class discussion         5%

Final Exam                                        50%

Note: If no assignments or Quizzes were given, the 5% will be distributed on the other elements.

Tentative Course Outline:

Part 1: DEVELOPING A PERSONAL SELLING PHILOSOPHY.

Chapter 1: Personal Selling and the Marketing Concept  ............................................................... 3                        ...........................................................................................................................................................            

Chapter 2:  Personal Selling Opportunities in the Age of Information.......................................   27

Part 2: DEVELOPING A RELATIONSHIP STRATEGY.

Chapter 3:  Creating Value with A Relationship Strategy ........................................................... 49

Chapter 4:  Ethics: The Foundation for Relationships in selling................................................... 71

Part 3: DEVELOPING A PRODUCT STRATEGY.

Chapter 5:  Creating Product Solutions......................................................................................... 91

Chapter 6:  Product-Selling Strategies That Add Value............................................................. 116

Part 4: DEVELOPING A CUSTOMER STRATEGY.

Chapter 7: Understanding Buyer Behavior................................................................................. 141

Chapter 8:  Developing a Prospect Base...................................................................................... 165

Part 5: DEVELOPING A PRESENTATION STRATEGY.

Chapter 9:  Approaching the Customer....................................................................................... 189

Chapter 10:  Creating the Consultative Sales Presentation......................................................... 213

Chapter 11:  Custom Setting the Sales Demonstration............................................................... 241

Chapter 12:  Negotiating Buyer Concerns................................................................................... 262

Chapter 13:  Closing the Sale and Concerning the Partnership................................................... 284

Chapter 14 Servicing the Sale and Building the Partnership....................................................... 305

Part 6: MANAGEMENT OF SELF AND OTHERS.

Chapter 15:  Management Of Self: The Key to Greater Sales Productivity............................... 329

Chapter 16: Communication Styles: Managing the Relationship Process................................... 349

Chapter 17:  Management Of the Sales force.............................................................................. 372

 

References: List of references in both Arabic language and English will be provided later

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