Sales Management
Course Objectives: • • • To give students an understanding of the dynamics of the sales process To make students aware of the different environments that impact on sales To give students an opportunity to develop their selling skills
Course Content: 1. Introduction to Sales Management Sales management as a management science, the marketing and sales relationship, definitions, sales concept/orientation, principles of sales management, technology and the changing sales environment. 2. Sales Department Structure Modern and traditional department/company structures, marketing influence and the holistic sales theory, order takers, order creators, order getters. 3. The Marketing and Sales Relationship Sales role in the marketing mix, personal selling and the promotion mix, price strategy influence on sales, product strategy influence on sales, place strategy influence on sales, promotion strategy influence on sales, product life cycle stages influence on sales and sales strategies. 4. Strategic Sales Planning From corporate plans to sales plans, 5 stage sales plans, marketing objectives and planning, budget setting methods, sales objectives, sales tactics, sales plan rollout, implementation and timing. 5. Sales Appointment Letters Marketing-sales crossover, direct marketing, sales letters as apposed to sales appointment letters, guidelines for successful letter writing. 6. Secondary Salesperson Responsibilities Introduction to salesperson responsibilities, prospecting, customer record keeping, self management, route management, handling complaints, service provision, sales strategy implementation. 7. Pre-primary Salesperson Responsibilities Sales function and techniques, sales meeting preparation techniques, selling benefits not features, comparative sales pitches, sales presentation planning, interrogation management, setting meeting objectives, confidence building exercises, setting negotiation objectives, balance of power assessment, concession analysis. 8. Primary Salesperson Responsibilities
The personal selling process: opening, needs analysis, product demonstration, objection handling, negotiation skills, closing techniques, post meeting actions. 9. Non Verbal Signals for Buyers and Sellers Buyer signals, seller signals, “do’s and don’ts”, posture, gestures, eye contact and facial expressions. Teaching and Learning Methods: Three hours weekly. Continuous Assessments: Students will have one mid-semester assessment. Students will also carry out a project in teams to be presented at the end of the semester. Reading List: Donaldson, B., Sales Management, Theory and Practice, 2nd Edition, Palgrave, Basingstoke, 1998 Jobber, D., & Lancaster, G., Selling & Sales Management, 5th Edition, London, Pitman/Financial Times, 2000 Buskirk, R. H. & Buskirk, B.D, Selling: Principles & Practices, 13th Edition, London, McGraw-Hill, 1992. Meenaghan, T., & O’Sullivan, P., (editors), Marketing Communications in Ireland, Dublin, Oaktree Press, 1995 Donaldson, B., Sales Management: Theory & Practice, 2nd Edition, London, Macmillan, 1998 Underhill, P., Why We Buy, The Science of Shopping, 1st Edition, Texere, 2000