BUS 50 - Sales Strategies

Transfer Status

CSU

Unit(s)

3.00

• Lecture: 51.00 Contact hours/102.00 Out of class hours/153.00 Total hours/3.00 Unit(s)
• Total: 51.00 Contact hours/102.00 Out of class hours/153.00 Total hours/3.00 Unit(s)

Course Description: This course introduces personal selling concepts, processes and tools. It emphasizes the importance of ethical, professional conduct; an understanding of consumer behavior; needs-satisfaction selling; and effective two-way communication. Students learn how to find and qualify prospects; establish rapport; ask questions to determine customers' needs; present pertinent product/service features, advantages and benefits; overcome buyers' objections; and close the sale. Students will participate (as buyers, sellers and critical observers) in interactive sales presentations.

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

1. Conduct self-assessments, then identify and describe personal traits that would be advantageous and challenging in a career as a professional salesperson
2. Apply the principles and steps associated with a systematic, needs-satisfaction approach to selling
3. Engage in market research to discover and to confirm understanding of the customers wants and needs
4. Address customer's objections and concerns about the purchase proposition by communicating honestly, ethically, clearly and directly.
5. Develop and execute an effective, interactive sales plan and oral sales presentation customized to the buyers communication style and buyer criteria
6. Investigate the role of technology in sales including e-commerce sales and customer relationship management techniques
7. Review the marketing mix and examine the role of personal selling as a component of an organizations promotional strategies

Topic Titles / Suggested Time Topic

Lecture

1. Collaborative Group Work
2. Demonstrations
3. Discussion
4. Guest Speakers
5. Homework: Students are required to complete two hours of outside-of-class homework for each hour of lecture
6. Lecture

1. Exams/Tests
2. Quizzes
3. Demonstration
4. Homework
5. Class participation
6. Written Assignments
7. Oral Sales Presentation

Reading Assignments

1. Read the text material on ethics. Prepare to discuss the case studies in class by considering the legal, ethical and business ramifications of each action taken. If you disagree with the actions taken, come prepared to suggest an alternate course.
2. Read the text material describing the life and career of the salesperson. Complete self-assessments pertaining to your career interests and communication style. Prepare for in-class discussion with several classmates about what appeals (and doesn’t appeal) to you about a sales career, your potential strengths as a sales person, and areas on which to improve.

Writing Assignments

1. Read an article or book pertaining to being a successful sales professional. Write a 2-3 page executive summary of the article/book, including: a brief introduction; a presentation of relevant information presented in this article; and your conclusions as to the validity, applicability and/or importance of this information for today’s sales professional.
2. Sales campaign plan: In preparation for new client meeting, prepare the following: (1) Describe your prospect, buying criteria, and possible objections. (2) Summarize the competitive advantage including a Features Advantages Benefits (FAB) chart. (3) Compose a prospective narrative for each step in the sales presentation: Approach, Problem Recognition, Handling Objections, Trial Close, Close, and Exit.

Out-of-Class Assignments

1. Conduct a “Secret Shopper” visit to a retail establishment where sales people are engaging in needs-satisfaction selling. Complete the 10-page assessment form provided, evaluating the salesperson’s and company’s sales efforts using the relevant scales and checklists. Write descriptive statements to support your conclusions.
2. Conduct a 45-minute to hour-long interview with a sales professional investigating job responsibilities, pros and cons of a career in sales, ethical challenges, compensation, supervision, tech support, career growth, building customer rapport, and needs-satisfaction selling. Your 4-5 page report is required to meet excellence in business writing standards.

Futrell, C.M. (2025). ABC's of Relationship Selling Through Service. Irwin/McGraw-Hill, 2025 Release. 9781266679070.

Manning,G.L., Ahearne, M.L., and Reece, B.L. (2023). Selling Today: Partnering to Create Value. Pearson, 15th. 9780137962907.

Business (Masters Required)

Marketing (Masters Required)

Retailing