IMIS

Bhubaneswar
COURSE MANUAL
Batch : 2019-21 Selling and Negotiation (C-303) - 1 Credit
PGDM : III (Sec. A & B) Prof. (Dr.) Dindayal Swain

Course Objectives

This course aims to:

• Orient students in the Art and Science of Personal Selling
• To execute the selling functions & strategically manage the sales force
• Understand the role of culture in sales and negotiations
• Develop a framework for development of the student’s own personal sales techniques
• Provide an opportunity for practice of the concepts discussed in this course
• Study the impact of changing technologies, consumers and economics on sales/negotiations
• Discuss sustainability and ethical issues pertaining to sales/negotiations
• Gain an understanding of the practice of Negotiation and how to use the techniques in various
situations

Teaching Method and Class Preparation

Cases in this course are not used as examples, but rather as a method of learning where you assume the role
of the manager / decision maker in the case. The majority of our class time will focus on answering “What will
you do as the decision maker in this situation, and why your plan is the best course of action?” My role as the
professor is to guide the class through the decision-making process based on the analysis and
recommendations presented by you and your classmates. I will present concepts and alternative approaches
useful in solving the problem, but the analysis and decision are ultimately your responsibility. As a result, those
who attend class without fully digesting the information presented in the case and articles will get little out of
the course. It is critical that you invest time before each class to read the case, apply relevant concepts, and
think about the assigned questions. You are encouraged to work with your fellow classmates in preparing the
cases for class. This course demands high level of interaction and role plays.

Text Book
• Charles. M. Futrell – Fundamentals of Selling

Reference Books
• Charles. M. Futrell – ABC’s of Relationship Selling
• Eric Evans -Mastering Negotiations
• Paul Steele, John Murphy, Richard Russel-It’s A Deal

The Evaluation Scheme

The weight-ages attached to the different components of evaluation are as follows:

Component Weight-age (%)

Involvement of students in half day workshop 10
Quiz 10
Case discussion 10
End Term Examination 20
Total 50

Sessions Plan
Session- 1
Topic : Introduction to the Course
Coverage Introduction to the Course, World of Selling, Course objective & requirement, light on
evaluation component, Justification of the course design, Career in selling, Personal Selling,
Buyer and seller dyad, Theories of selling
Treatment Lecture + Discussion Mode

Session- 2
Topic : Why People Buy? Consumer Decision Making Process, Buyer’s Perception, Adaptive
Selling Based on Buyers Style
Treatment Case Study + Discussion + Role Play
Case let : Starbucks: Delivering Customer Service, Harvard Business School Publishing

Session- 3
Topic : Prospecting, Pre-approach, Pre-call Preparation & Approach
Treatment Case Study + Discussion + Role Play
Case let : Eureka Forbes

Session-4
Topic : Concepts on Sales Presentation
Treatment Case Study + Discussion + Role Play
Case let : Selling Product, Services and Ideas

Session-5
Topic : Objection Handling & Closing
Treatment Case Study + Discussion + Role Play
Case let : Customers Dilemma in Automobile Buying

Session- 6
Topic : Introduction to Negotiation: Process, Types, Pre-Conditions, Basic Approaches,
Reason of Failure
Treatment Case Study + Discussion + Role Play

Session- 7
Topic : Phases of Negotiation: Opening, Testing, Moving & Closing
Treatment Case Study + Discussion
Case : MRF Tire Company

Session- 8
Topic : Preparation & Planning: Target Setting, Perception and assumptions about strength
and weaknesses, planning each phase of Negotiation, BATNA, WATNA, WAP & ZOPA ,
persuasion .
Treatment Case Study + Discussion + Role Play

Most Urgent
1. Cell Phones are not allowed in the class room.
2. Half Day Workshop – Script (Beyond 8 Sessions)
3. SCRIPT Design is a highly practical approach to the course
4. Case discussions require mandatory prior preparation. Students not undertaking such preparations will not
be allowed in the class.
5. Most part of the course will be offered in case mode with class discussions. Class activities will be taken
up wherever required.
6. It is expected that whatever reading material is supplied to the class the students have to read them before
they come to the class.
7. The format of the SCRIPT will be given in advance.
8. The student can expect further reading material & cases for the sessions.
9. Plagiarism in the assignments is strictly prohibited. Late Coming to the class if any will not be entertained
at any cost.
10. There will be zero tolerance for evaluation criteria deadlines.
11. Students will be in study groups to handle the cases and their presentations. They need to discuss
with the faculty for further detail.