IILM Institute for Higher Education

Course Manual
Selling Practices & Selling Skills

PGP 2010-12

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 Selling Practices & Selling Skills

Facilitator: Ms. Sufia Ashar Khan; Mr. Jones Mathew, Mr Sujit Sengupta

E mail ID: sufia.khan@iilm.edu; jones.mathew@iilm.edu

Course Overview
There are two main requirements for a successful business – a good idea and a really
enthusiastic salesforce. The aim of this programme is to provide an opportunity to
develop key skills which will help the future executives to achieve success in this crucial
job. The course will involve an ample amount of self-analysis, role playing as well as the
requisite dose of conceptual learning. Ample emphasis would be on business magazines
and newspapers which keep us informed about the dynamic changes in the Retail sector.

With the onset of extreme competitiveness in the market there is an increasing need for a
better trained manpower that can not only initiate a sale, but also lead it to its closure
while delivering satisfaction and happiness to the customer in this entire process. The
course attempts to deliver at that level through a lot of in-class practical training sessions.
At the end of the programme the students should have learnt the nature, scope, various
facets and the importance of retail selling.

Course Topics
 Preapproach
 Time & organistion
 Prospecting
 Approaching
 Presentation to customers
 Negotiation
 Attitude analysis
 Active listening
 Objection handling

Learning Outcomes:

The objective of the course is to help you to:

 Become a better people’s person
 Understand the value of team work
 Think creatively
 And most importantly, sell effectively

References:
Core Text Books
1. Salesmanship & Sales Management; PK Sahu & KC Raut
2. High Performance Sales Organisation; Coker, Del Gazio, Murray &
Edwards
3. 10 Steps to Sales Success; Tim Breithaupt
4. The Art of Closing a Sales- Brian Tracy (Pearson)
5. The Secrets of Selling- Geoff King (Pearson)

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 6. Is that your hand in my pocket?- Ron Lambert, Tom Parker (Pearson)
7. What customers really want- Scott Mckain (Pearson)
8. The Psychology of selling- Brian Tracy  (Pearson)

SESSION PLAN

Session Topic Pre requisite Chapter/Activity

1 Psychology in Selling Ch 8, Sahu & Raut
2 Salesmanship & how it evolved Ch 1, Sahu & Raut
3 Selling jobs & salesman Article: “Are you Ch 3, Sahu & Raut
hiring the right
salesman?”
4 Qualities of a good salesman Article: “What makes Ch 4, Sahu & Raut
a good salesman.”
5 Sales Manager Ch 15, Sahu & Raut
6 A new type of customer Ch 2, Murray &
Edwards
7 The customer relationship process Ch 4, Murray &
Edwards
8 Consultative selling Article: “Consultative Ch 5, Murray &
selling” Edwards
9 Salesperson as a business consultant Ch 7, Murray &
Edwards
10 Salesperson as a long term ally Ch 8, Murray &
Edwards
11 Pre Approach “Approaching an
unknown territory”
‘Mission Possible”
12 Planning Preparation “Just Visiting, Thanks”
MID TERM
13 Prospecting “Who, What, Where,
When, Why?”
14 Approaching customer “What’s in it for me”

15 Presentation to customer - I Addressing Boss

16 Sales presentation Dos & Don'ts Article: “Sales Ch 8: Tim B.
presentation”
17 Presentation to customer - II Selling Benefits
18 Objection Handling “Objection”
19 Negotiation skills “Trade union vs
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 management”
20 Attitude analysis “Positively Not
Charged”
21 Active Listening & Selling by Video show &
Telelphone “Professional Cold
Calling”
22 Confirming the Sale Ch 9: Tim B
23 Follow up for Customer retention Ch 12: Tim B
24 A wrap up of Sales process

1. Project – A DAY IN THE LIFE OF A SALESMAN

Schedule - March

Marks - 30

Objective - Students will benefit from going on sales calls with salespeople.
It is the best way to relate what we will do in this course to salespeople's
jobs.

The report should include:

1) A cover page

2) Salesperson’s name and calling card. Letter from salesperson stating that
the student actually worked with the person and the number of customers
seen. Also attach photographs taken at the beginning and end of the day.

3) Brief background on:

A. Company

B. Products sold and to whom

The remainder of the paper's content is up to the student and his

observations throughout the day. Given below are questions he students
might ask the salesperson. The salesperson's answers will help the student
learn about the sales job and also write the report.

A. What does it take to be successful in sales?

B. Description of initial product knowledge, getting product knowledge and

selling skills training.

C. How do you prepare for a sales call?

D. How do you prepare for a sales presentation?

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 E. Does nonverbal communication play a part in sales?

F. What's the best way to start a presentation?

G. What's involved in giving a good presentation?

H. How do you handle objections?

I. What's the best way to ask for the order?

J. Is follow-up service important? Why?

2. Class Assesments

Schedule – To be announced through mail

Marks – 30

Objective – To gauge the student’s understanding of the course and also

test the application of concepts like negotiation styles (Given in the book –
Is that your hand in my pocket)/ SPIN Method of approach (eg. Given in
Instruction manual from Futrell)

3. Role Plays/ Case Study Presentation

Schedule – To be announced through mail

Marks – 30

Objective – To provide the students with an opportunity to practice their

communication and selling skills

4. Class Participation

Schedule – Ongoing Exercise

Marks - 10