MAGANJO INSTITUTE OF CAREER EDUCATION

www.maganjoinstitute.com
VOCATIONAL CERTIFICATE IN SELLING AND CUSTOMER RELATIONS (SCR)

Dear student;
You are welcome to our e-learning platform where we offer various training options to our clients at minimum cost !
Below you will find a set of assessment questions. You are expected to use them as a guide when looking for answers.
This is the best way to learn. Start from the question first and then look for the answer from the text book or resource
we have given you at the end of this section.

HOW TO USE THE PDF SEARCH OPTION.

Many of the resources we have given you on this data CD including this file you are reading from now were saved in
PDF format for easy reading. IF there is any word you wish to find in the book or resource given, simply go to the find
or search button of the adobe reader document and type there the word or set of words and press ENTER. The
document will lead you to the pages that contain the word you are looking for. If you don’t get it, press enter
repeatedly until you reach the page you desire.

WRITE DOWN SOME NOTES

It is highly advisable that you make some notes as you go along in order to create your own reading resource .
ASSESSMENT FILE
Finally, get a piece of paper and write up the answers to the assessment questions for the prescribed units within the
prescribed time frame. Please number your answers according to the numbers on the questions.
File your answers in manila file folder and label it very well, showing your Name, course, unit , district, phone number,
and your registration number. Name it “ASSESSMENT FILE” . We expect that this process should take you not more
than 3 months to complete.
Keep this file very well until you are ready to submit it to the registrar .

WHEN TO SUBMIT THE FILE

Your file will be ready for submission when it is filled with the assessment work given to you . Please printout and fill the
Assessment Return form provided on this CD menu and submit it to the Academic Registrar with your Assessment Fee
of Shs. 50,000/= only and an identity card from your employer or former school .

The Registrar will immediately assign

to you a tutor who will confirm whether the work
in the assessment file you have submitted has
truly been done by you to avoid impersonation.
This process takes less than one hour.

HOW TO USE OUR ONLINE EXAM CENTER

For those who are far from Kampala, you may use our online examination center
(www.maganjoinstitute.com/examinations ) to do your assessment. Your final grading will however be withheld until
you personally come to be interviewed by the Academic Registrar to confirm whether the work you uploaded was done
by you and not an impostor.

What happens at the Exam center ?

After typing in your personal details and answers into our “exam center “click the SUBMIT button. We shall receive your
work within seconds. The tutor concerned shall mark and post your exam results within 7 days. This method applies to
those with access to good quality internet connection.
If you pass by 40% and above, your certificate will be printed, and sent to your post office box under registered post for
(secure delivery) and at postage cost only.
 DO YOU ISSUE CERTIFIED DOCUMENTS ?
If you pass by 40% and above, your
certificate will be printed, and sent to your
post office box under registered post for
(secure delivery) and at postage cost only.
CAN I GRADUATE? WHEN ?
Yes ! when you pass your exams. Graduation
ceremonies are held every December , every
year. This year`s Graduation ceremony will be
on 2nd December 2012.

What if my internet access is poor or limited?

For those with no access to fulltime internet services, you may do your work on sheets of paper and properly fasten
them in a well labeled manila file folder. Name the file “ASSESSMENT FLE” You may post, scan, or send the file by
yourself or your agent to the

The Registrar,
MAGANJO INSTITUTE OF CAREER EDUCATION
P.O.BOX 12346 , KAMPALA , UGANDA
e-mail: admin@maganjoinstitute.com

ARE YOU STUDYING AS A GROUP?

You can also make group submissions of your
assessment files if you are many so that you save
on transport. An acknowledgement letter will be
sent to each of you as soon as we receive your
submission.

A certificate will be issued when your

exam work is received, marked and
graded. To qualify, you must have
obtained at least 40% of the total mark.

WHAT ABOUT UPGRADING

students are free to upgrade their qualifications after this level. Simply talk to the registrar about the options available.
You may send e-mail at: admin@maganjoinstitute.com or call or SMS to 0772 -415 205
You are also invited to go to our website at www.maganjoinstitute.com and select which course you may want to pursue
further. You have options of doing your chosen course on fulltime program or distance learning or e-learning
system.

WHAT IS THE ASSESSMENT RETURN FORM ? WHY DO I HAVE TO FILL IT ?

The ASSESSMENT RETURN FORM is a document which all students on this program must fill. It will contain personal
information necessary for the institute to process your documents. We need to be sure that the document we are
issuing is going to the correct person and not an impositor. Remember to return this form along with an identity card
and your assessment fee of shs. 50,000/= without which the registry will not process your file. This also applies to
those who send their work as a group.
 HERE BELOW IS THE COURSE CONTENT
This training program (selling and customer relations) is divided into two parts
namely;

PART 1 : CUSTOMER RELATIONS and

PART 2 : SELLING PRACTICE
On successful completion of the two parts, a student will be
awarded a vocational certificate in selling and customer
relations. This award is non-credit and non merit but is very
important for career improvement , job creation and will
offer our clients a competitive edge over their peers , both at
the work place , in the board room and in the market.

PART 1 : CUSTOMER RELATIONS

CODE: 921 PART 1 : CUSTOMER RELATIONS

LEVEL : UNIT 1
INTRODUCTION:
Proper customer training is very important because customer service is of
vital importance for all businesses, large or small. It can have a direct impact on
customer loyalty and where potential customers choose to spend their money.
CREDITS The customer is the person who pays everyone’s salary and who decides whether
AVAILABLE: 50 a business is going to succeed or fail. In fact, the customer can fire everybody in
the company from the chairman (CEO) on down, and he can do it simply by
spending his money somewhere else.

It has been estimated that it can cost up to 10 times MORE to get a single new
customer than it does to keep an existing one. So the financial costs of constantly
rebuilding your customer base can be staggering because customers will leave a
business and go over to the competition if they are not treated in a manner that
they feel they should be. When they leave, they almost never tell the business
why they left so the same practices continue over and over as more people leave
and go over to the competition.

Good customer care is vital for any organisation's reputation. It also improves
job satisfaction. This course will help improve your skills in listening to clients,
users, supporters and colleagues and understanding their needs so that you can
provide what they really want, where and when they want it.

PAPER OUTLINE / RECOMMENDED TIME : 60 hours

Introduction to Customer Service
�What Is Customer Service?
�Developing a Customer-Centric Mindset
�Who Are Your Customers?
�Internal Customers / �External Customers
�When & Where Does Customer Service Take Place

The Need For Customer Service

�Rewards / �Penalties
�What Does Customer Service Mean To You?
�Unpleasant Experiences / �Satisfying Experiences
�Developing A Customer Friendly Attitude
�Evaluation
�Excitement is Contagious
Customer Service: Communication Skills
�Developing Effective Communication Skills
�Presenting a Professional Image
�Non-verbal Communication Skills
�Body Language / �Key Body Language Aspects
�Physical Distance / �Verbal Communication Skills / Choice of Words
�Tone Of Voice ,�The Choice Of Words,�May I Please
�Thank You / �The Close / �Being Positive /
�Tone Of Voice / �Inflection/ Energy |/ important info. / � Energy,/ �Volume ,�/ Pace

Customer Analysis: Knowing your Customer

�Knowing Your Customer

�Customer Expectations
�Assertive Working Style – Results-Oriented
�Analytical – Details-Oriented / �Amiable – People-Oriented
�Dominant Behavioral Style
�Determining Your Level of Service

Calming Upset Customers

�What Makes Customers Upset?
�Avoiding Upsets / B �What Can You Do To Avoid Upsets?
�5 Key Steps to Calming Upset customers
�Accurately identify the problem.
�Confirm The Customer’s Value
�Conclude By Affirming The Customer’s Value Again
�What To Do When You Are Upset.
 PART 2 : SELLING PRACTICE
CODE : PAPER : PRINCIPLES OF SELLING
101
LEVEL: Introduction
Personal selling is the worst nightmare most marketing students have about a career in marketing.
UNIT 1
Why? I think they see personal selling as a low status, low paid career full of disappointments and lack of
CREDITS personal freedom. In one way the students are correct, almost any career in personal selling is going
have many disappointments if one defines a customer not saying .yes. instantly as a disappointment.
50 However, a career in personal selling can yield a most rewarding professional life if a person can develop
a strong self-esteem and truly believes in what s/he is selling.
As Peter Drucker, a leading writer in marketing and management, has said: .(true).. marketing involves
almost no selling.. Mr. Drucker refers to the fact that if a marketer does his or her job and understands
and delivers a product or service solution that the customer is truly seeking, it only remains for the
marketer to explain how this solution will provide the benefits sought, and the customer is then willing
and eager to buy.
OBJECTIVES and OUTCOMES
By the end of the module the student should be able to;
1. Define selling and its importance
2. Show an understanding of factors that determine important buying needs using the L-O-C-A-T-E
approach.
3. Describe the buyers’ perceptions.
4. Show understanding of stages involved in making buyer’s decisions
RECOMMENDED TIME : 60 hours
SECTION 1 SECTION 2
Definition of selling and its importance Sales person to buyer Communication process
- Social, ethical and legal issues in selling - The philosophy of - Concept of space - Body language - Listening clues - Feed
selling - Why people buy (the black box approach) back – Empathy -Proof statements
- Psychological influence on buying - Motivation to buy value for Sales person knowledge
money - Awareness and knowing your product. - Sources of sales knowledge - Why the knowledge? - Know
your product
Finding a prospect
- Product pricing, promotion, distribution - Creative pricing -
- Selecting a presentation method - Dealing with customers
Credit control
objections - Approach to buyer need satisfaction - Product’s The ten steps of the selling process
features (so what) - Product advantages (prove it) - Product - Preparation before presentation - Prospecting and prospects
benefits (what is in it for me?) - Order of presentation (FAB) – Prospecting strategy/ methods
feature, advantage and benefit - Obtaining appointment -The prospect`s mental steps
The four images of a buyer Sales presentation methods
o Real life o Self image o Ideal self o Looking - The memorized method - The formula presentation method -
glass self The problem-solution presentation method
The 4 personalities of the buyer - The group presentation - The purpose of presentation - 3
- The feeling type - The sensing type - The thinking type - The essential steps of presentation – Demonstrations -Participation
intuiting type The approach
Determining important buying need using the L-O-C-A-T-E - 1st impression - Situation approach - Opening with
Approach statements - Opening with questions - Small talk for warm up -
- Fear - Vanity (to be noticed. Fit in the group) - Desire for gain – Demonstration
Objections
Security - Love to family - Personal pleasure - Desire to succeed -
- Definition – Handling - Objections and sales process -
Comfort or luxury - Self preservation - Prevention of low - Desire
Planning for objections - Types of objections - Techniques for
for increased savings
meeting objections
Buyers’ perceptions Closing the sale
- Buyer`s Appealto the five senses to relay information - Selective - Handling difficulties - Trial close - Closing under fire - The
exposure - Selective retention - Buyer’s misperceptions sell sequence - Reading buying signals
Classifying buying decisions Long term strategy
Routine , Limited , Extensive - Follow up services - Account penetration - Handling
Stages of buyer decision complaining - Returned goods - Professional reputation
- Need arousal - Collection of information - Information evaluation -
Purchase decision ,post purchase - Post purchase - To buy or not
to buy (a choice decision)
 Now , Return To CD MENU and click on
the appropriate Button to access the following ;
 NOTES , TEXT AND REFERENCE MATERIALS
 COURSE INTRODUCTION
 ASSIGNMENTS

 FOR ASSESSMENT RETURN FORM

 ABOUT MAGANJO INSTITUTE, OTHER COURSES OFFERED and APPLICATION FORM

 OUR ADVERTISERS
GET YOUR PEN AND PAPER AND BE READY TO BEGIN

PLEASE NOTE:

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COMPUTER ALREADY HAS ADOBE READER , BECAUSE IF YOU DO, YOUR ADOBE PROGRAM
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INSTALL PDF READER AND FOLLOW THE PROMPTS.