Course Syllabus

Course: Sales Techniques

Instructor: Mr. Jean Elia
Book: Jobber, D. & Lancaster G. (2009). Selling and Sales Management. 8th Edition. Prentice
Hall/Financial Times.

Course Description
This sales course will develop the student's skills, behavior and confidence to sell over the telephone and
face-to-face. The course also aims to provide participants with an understanding of core sales principles,
as well as basic selling skills to convert sales enquiries into business.

Course Objectives

To acquaint students with the basic processes of buying and selling, how professional selling is linked to
building customer relationships, how the sales effort should be organized, and the strategic role of
information in sales management.

Identification of the various aspects of salesperson performance such as behavior, role perceptions and
job satisfaction, motivation of the sales force and analysis of the various personal characteristics of sales
aptitude, criteria for selecting, recruiting, training, compensation and incentives for salespeople.

Course Plan
Session Chapter/Topics
Chapter 1: Development and role of selling in marketing
1.1 Background
1.2 Nature/role of selling
1.3 Modern Selling
1.4 Success factors /salespeople
1,2
1.5 Types of Selling
1.6 Image of Selling
1.7 Nature/ role of Sales management
1.10 Relationship between sales and marketing
1.11 Conclusion
3 Chapter 2: Sales Strategies
2.1 Sales /marketing planning
1
 2.4 Place of Selling in the marketing Plan
2.5 Conclusion
Chapter 4: Sales Settings
4.1 Environment /Managerial factors impact on Sales
4.2 Sales Channels
4.4 Selling for resale
4 4.5 Selling services
4.6 Sales promotions
4.7 Exhibitions
4.8 Public relation
4.9 Conclusions
Chapter 7: Sales responsibilities and Preparation
7.1 sales responsibilities
5
7.2 Preparation
7.3 Conclusions
Chapter 8: Personal Selling Skills
8.1 Introduction
8.2 The opening
8.3 Need /Problem identification
8.4 Presentation /Demonstration
6
8.5 Dealing with objectives
8.6 Negotiation
8.7 Closing the sales
8.8 Follow Up
8.9 Conclusions
Chapter 12: Internet and IT applications in selling
12.1 Changing nature of sales force
12.2 E-commerce
7
12.3 Technology to support sales
12.4 Technology to improve sales Management
12.5 Conclusions
Chapter 13: Recruitment and Selection
13.1 Importance of selection
13.2 Preparation of Job description
13.3 Sources of recruitment
8,9
13.4 Effective application form
13.5 Interview
13.6 Supplementary selection aids
13.7 Conclusions
Chapter 14: Motivation / Training
14.1 Motivation
10 14.2 Leadership
14.3Training conclusion
14.4 Conclusions
11 Chapter 15: Organization and Compensation
15.1 Organizational Structure
15.2 Number of Salespeople
2
15.3 Sales Territories
15.4 Compensation
15.5 Conclusions