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Standard |
Format Updated:
MKT 106 - Fundamentals of Selling
Emphasizes sales strategies and techniques to assist the student in the
sales process.
Topics include: customer relations, professional image, product/service
knowledge, selling techniques and procedures, sales presentations, and ethics
of selling.
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Competency Areas |
Hours
|
|
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Customer
Relations |
Class |
5 |
|
Professional
Image |
D. Lab |
0 |
|
Product/Service
Knowledge |
P.
Lab/O.B.I. |
0 |
|
Selling
Techniques and Procedures |
Credit |
5 |
|
Sales
Presentations |
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Ethics of
Selling |
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Prerequisite: |
Provisional
admission |
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Corequisite: |
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Course Guide |
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Competency |
After completing this section,
the student will: |
Hours |
||
|
Class |
D.Lab
|
P.Lab/ O.B.I. |
||
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CUSTOMER
RELATIONS |
9 |
0
|
0 |
|
|
Describe
the role of consumer buying motives. |
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Describe
how consumers' needs and wants are changed into an action. |
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Prospective
customers |
Prospective
customers |
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Goodwill
techniques |
Identify
creative techniques to build and maintain customer goodwill. |
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Role of
the salesperson |
Analyze
the role of the salesperson. |
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Evolution
of selling |
Summarize
the evolution of selling. |
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Human
relations |
Point out
good human relations techniques for use with customers. |
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PROFESSIONAL IMAGE
|
5 |
0
|
0 |
|
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Professional
sales image |
Identify
the components of a professional sales image. |
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Assess
professional sales image. |
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Determine
ways to further develop professional sales image. |
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Career
opportunities |
Assess
career opportunities in sales. |
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|
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Compensation |
List the
different methods of compensation available in a sales career. |
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|
9 |
0
|
0 |
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Industry,
product, and company knowledge |
Identify
necessary information concerning industry, company, and product. |
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Explain
the impact of industry, product, and company knowledge on effective selling. |
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Customer
benefits |
Convert
product knowledge to customer benefits. |
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Location
of resources |
Locate
resources related to information concerning industry, company, and product. |
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|
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15 |
0
|
0 |
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Potential
customers |
Prospect
and qualify potential customers. |
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|
|
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Sales
interview |
Explain
methods for securing a sales interview. |
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Preapproach techniques |
Identify preapproach techniques used to capture the buyer's
attention and interest. |
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Opening
remarks |
Give
examples of effective opening remarks. |
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Approach |
Identify
types of approaches. |
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Customer
needs |
List
techniques used to determine customer needs. |
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Sales
presentation methods |
Describe
methods for making an effective sales presentation. |
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Demonstration
techniques |
Recognize
when and what to demonstrate in a sales presentation. |
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State
techniques and tools used to aid in a demonstration. |
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Sales
resistance |
Identify
types of sales resistance. Explain
why buyers offer sales resistance. |
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Sales
closure |
Determine
when to close. |
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Identify
methods of closing. |
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Explain
various techniques for closing a sale. |
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Suggestion
selling and trading up |
Give
examples of suggestion selling and trading up methods. |
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Concluding
remarks |
Compose
concluding remarks to build sound customer relationships. |
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SALES PRESENTATIONS
|
10 |
0
|
0 |
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Interview
preparation |
Prepare
for a sales interview. |
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Approach
dialogue |
Prepare
an approach dialogue for use on a prospective customer. |
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Questioning
and listening techniques |
Determine
customer needs through observing, questioning, and listening techniques. |
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Sales
presentation |
Plan a
sales presentation utilizing demonstration techniques. |
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Sales
resistance |
Write a
dialogue for meeting sales resistance. |
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Demonstrate
methods of overcoming sales resistance. |
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Orders |
Ask for
the order. Close the
sale. |
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Suggestion
selling and trading up |
Employ
suggestion selling and trading up methods. |
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Conclusion
of interview |
Conclude
sales interview. |
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Interview
exit |
Take
leave of the prospect. |
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ETHICS OF SELLING
|
2 |
0
|
0 |
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Ethical/unethical
behavior |
Identify
ethical/unethical behavior in a salesperson. |
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Ethical
responsibilities |
Describe
the ethical responsibilities of a salesperson to the customer, employer, and
competitor. |
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Ethical
codes |
Compare
ethical codes. |
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Suggested Resources |
Books
Anderson, B. R. (1987). Professional selling (3rd ed.).
Ditzenburg, R., & Kindey, J.
(1986). Selling:
Helping customers buy (2nd ed.).
Johnson, H. W., & Faria, A. J. (1987). Creative selling (4th ed.).
Russ, F. A., & Notturno, F. (1990). Effective selling (8th ed.).
Audiovisuals
A gift from Mrs. Timm [Videorecording].
(1982). Dartnell.
Locating company
information [Videorecording]. (1986). Penn State Television.
Now that's service [Videorecording]. (1985).
Roundtable Film and Video.
The perfect sale [Videorecording]. (1983). Barr Films.