Fall 2006  BA 414 Intro to Sales

 

 

Instructor:  Gloria Campbell, Wartburg College Associate Professor of Business Adm.

Electronic mail:  campbell@wartburg.edu             Phones:  352-8229 office or 352-6614 before 9 p.m.

Course schedule: 1:15 on  M, W, F

Office hours:  2:30 to 3:05 on M & F; 10:45 on W; 8:30 on T & H or by appointment

Course site: www.mhhe.com/johnston05  or postings at my.wartburg.edu

Required Text: Relationship Selling and Sales Management, Mark W. Johnston and Greg W. Marshall,  McGraw-Hill, 2005, ISBN 0-07-289296

 

Course Objectives:

·         Develop better understanding of personal strengths and weaknesses toward a sales career

·         Increase understanding of importance of sales and customer service skills to any career focus

·         Improve self confidence about potential to be effective in internal or external sales

·         Evaluate various sales ethics, philosophies, and practices

·         Improve persuasive communication skills in both oral and written forms

·         Increase understanding of what motivates people to make purchase decisions

·         Improve understanding of sales management and sales strategy, including staffing, training, motivation, compensation, and quality management

·         Understand the role of information systems and technology in the sales process, especially as more aspects of sales are automated.

Evaluation components

 

Class discussion and in-class exercises                            50 pts

Exam 1                                                                           80

Exam 2                                                                         120

Final Exam                                                                    100

Presentation 1                                                                

Presentation 2                                                                

Sales analysis interview/s and paper                                150

Sales analysis presentation                                              50

Group Research Project                                                   50

Quizzes?

 

 

Total Points Possible                                                     600 + any quizzes                                                                                                       

 

The project points and the objective examinations will be graded on the basis of:

90% and above = A-

80% and above = B-

70% and above = C-

60% and above = D-

 

Keep track of all points earned on assignments and verify subtotals hopefully posted on my.wartburg.  All projects are due at the beginning of the class period on the date listed on this sheet (unless otherwise noted in class).  All papers should be in typed form unless otherwise noted and should be proofread carefully.  Up to 1/3 of possible points may be reduced because of poor writing and/or editing.  If you have any questions about the purpose or procedures for any course component, please call, stop by my office, or email me.

 

By attending Wartburg College, students are demonstrating their dedication to the HONOR CODE.  The Honor Code reminds students of their responsibility to promote academic honesty by opposing cheating and plagiarism and reporting dishonest work.  Cheating on exams will result in failure on the test and/or on the course.  Hats or other unusual paraphernalia are not allowed during in-class exams, nor should students leave the exam room while testing without prior approval.  Electronic devices should be used in a way that won’t distract others.  If you have any special learning needs, please discuss them with me to determine possible accommodations.

 

Course Outline:


Wed., Sept. 6--Intro to course and participants

 

Sept. 8--Ch 1:  What is Relationship Selling?

Ethics Dilemma

Creekside Outdoor Gear Case

Read Appendix 29-31 on Role Playing

 

Sept. 11 & 13 —Ch 2:  Understanding Sellers and Buyers

Role Play:  F&F

Discussion Questions 1, 4, 5, 6, 7, 8, 9, 11

Ethical Dilemma

National Agri-Products Company

Sept. 13:  Pella Corp Sales Story

 

Sept. 15 & 18—Ch 3 Value Creation in Buyer-Seller Relationships

Role Play:  M&M

Discussion Questions:  1, 2, 3, 4, 6, 8

Ethics Dilemma

BestValue Computers

 

Sept. 20 & 22—Ch 4 Ethical and Legal Issues in Relationship Selling

Role Play:  M & F

Discussion Questions:  1, 2, 4, 5, 6, 7, 8, 10, 11, 12, 13

Ethical Dilemma

Health Sense Pharmaceuticals

 

Sept. 25—Test 1 over chapters 1-4      

 

Sept. 27 & 29—Ch 5 Using Info in Prospecting and Sales call Planning

Role Play:  B & M

Discussion Questions:  1, 2, 3, 4, 7, 8 & 9

Ethical Dilemma

Strong Point Financial Services

 

Oct. 2 & 4—Ch 6 Communicating the Sales Message

Role Play:  M & F & ?

Discussion Questions:  1, 3, 4, 5, 6, 8, 9

Ethical Dilemma

Bright Colors Paint

 

Oct. 7 & 9—Ch 7 Negotiating for Win-Win Solutions

Role Play:  M & F

Discussion Questions:  1-10

Ethical Dilemma

Mid-Town Office Products

 

Oct. 11 & 16—Ch 8 Closing the Sales and Follow-up

Role Play:  M & F

Discussion Questions:  1-9

Ethical Dilemma

St. Paul Copy Machines

 

Oct. 13—Alumni panels of marketing professionals during class; be prepared to ask questions

 

Oct. 18 & 20—Ch 9 Self-Management:  Time and Territory

Role Play:  M & F

Discussion Questions:  1-10

Ethical Dilemma

Diagnostic Services Inc.

 

Oct. 23—Ch 10 Motivation and Role Perception

Role Play:  M & M

Discussion Questions:  1-8

Ethical Dilemma

Ace Chemicals

 

Oct. 25—Test 2 Over chapters 5-10

 

Oct. 27--No class because of break

 

Oct. 30, Nov. 1, 3, 6—Role Plays on Sales Presentations

Complete feedback on 1/3 of presentations as assigned

 

Nov. 8 & 10:  Ch. 11:  Recruiting and Selecting Salespeople

Role Play:  F & others not assigned (rest of class)

Discussion Questions:  1-4

Ethical Dilemma

Right Times Uniform

Nov. 13 & 15:  Ch 12:  Training Salespeople for Sales Success

Role Play:  M & F

Discussion Questions:  1-10

Ethical Dilemma

House Handy Products

 

Nov. 14:  Attend Corporation Education Day at 11:30 a.m. TakingITGlobal.org

 

Nov. 17 & 20—Ch 13 Salesperson Compensation and Incentive

Role Play:  F & M

Discussion Questions:  1-10

MedTech Pharmaceuticals

 

Paper due on Nov. 20 for feedback

 

Nov. 22 Shortened class

 

Nov. 24  No class because of Thanksgiving break

 

Nov. 27 & 29 Ch. 14 Evaluating Salesperson Performance

Role Play:  F & M

Discussion Questions:  1-5

Ethical Dilemma

American Food Processor

 

 

Dec. 1: Future of Sales Organizations

 

Dec. 4, 6 & 8   Sales project presentation

 

Dec. 6  Final draft of paper due in class

 

Final Exam:  Thurs., Dec. 13 from noon to 2 p.m.

 

Sales Analysis Project:

 

Select an industry or company/ies that you have access to for an extensive interview or interviews.   If at all possible, try to view actual sales presentations either in the representative’s office or on the road.  Read supporting sales materials and view website content available for the product or service.  This will give you much greater insights into what actually happens on the job.   A project description with proposed timeline for completion is due on Sept. 29 with the draft of the paper due Nov. 20 and final draft due on Dec. 6.

 

Briefly describe the company and the competitiveness of its products/services.  What is the market share of various classifications of products/services. Interview at least one of their sales people to determine the type of sales activities undertaken by this individual.  If at all possible, ask to shadow a sales staff member or sales manager.  To facilitate your writing of this individual project, copy these questions from the internet site, and then add your answers to each section.

 

1.       Who did you interview?  How did you secure the interview? (Describe connections)  Background on company.  What range of products/services does the organization sell?  What distribution channels do they use?  With what success?  What is the major competition?  Show sources of information here that extend beyond the interview. (16 pts)

2.       How is the sales force organized and managed?  Where do/es the person/people you interviewed fit within this sales structure?  Use a diagram if at all possible.  (8 pts)

3.       How are sales members recruited and selected?  How selective is the organization?  What qualities are important to the selection decisions?  How are recruits trained?   How is product knowledge upgraded?  What support is offered to sales members if they are in the field?  (8 pts)

4.       What are the challenges faced by sales staff members? (probe on this one)  To what extent do salespeople  travel?  Work extensive hours?  Work unusual hours?  What are the drivers of change within the organization overall? (8 pts)

5.       How is technology used to make this sales and/or sales management position more efficient and effective?  What potential changes are anticipated?  What are the personal costs of being accessible to those you interviewed? (8 pts)

6.       How are sales people motivated? Rewarded and compensated?  How are sales goals developed?  Does this system work effectively?  What ethical problems result from the compensation system? Probe on this or use outside research to determine compensation structures.  (8 pts)

7.       How are sales  prospects identified and qualified?  To what extent are prospects classified by personality type?  How are appointments made? What research on the prospect is likely done before the first sales presentation? (8 pts)

8.       Describe an average sales presentation. What techniques are used to put prospects at ease? Where and how are they held?  How many are anticipated before a close?  What media are used and when? (8 pts)

9.       What questioning techniques are used to determine buyer needs? (8 pts)

10.   What are common concerns (objections) of prospects?  How are these addressed and countered? (8 pts)

11.   To what extent are prices and/or sales components negotiated? To what extent does this raise problems? (8 pts)

12.   What strategies are used to handle rejection?  What ethical problems develop in this industry?  How have people responded to them? (8 pts)

13.    What are the responsibilities of the sales manager in this organization?  To what extent do problems occur in sales management?  How effectively are they handled?  Why?  How long did it take this person to advance within the organization to a management position?  What is the average amount of time for this industry?  What are the advantages or disadvantages of taking a sales management position as compared to strictly sales positions?  (If you don’t interview a sales manager, ask the sales representative about their to answer these questions from their perspective and whether they have goals toward sales management?  What do they view as advantages or disadvantages of these positions? (16 pts)

14.   To what extent is the sales process being automated within this organization?  For example, what systems are used to develop sales forecasts?  To what extent is quality data collected and shared with sales representatives? How has communication with sales representatives changed within the past 3 years? Why has it changed or not changed?  (8 pts)

15.   How do you respond to the sales strategies of this organization?  How did they differ from what you expected?  Would you apply for positions with the company? Why?  With what limitations, if any? Substantial reflection is expected here. (8 pts)

16.   What did you learn and how have your attitudes changed from this project?  What did you learn about yourself as a result of the project? What would you do differently concerning the project if you could?  What other information could be added about the sales process that isn’t covered by these questions? (14 pts )

 

Note that your final activity presents the learning that you’ve developed through this project. 

 

 

I am open to discussing substitute projects if you have a valid reason for preferring other learning options that don’t duplicate existing academic responsibilities in other classes, etc.