4 hours

A basic understanding of the marketing competency

To introduce the learner to the fundamentals of professional selling

After this course the student should be able to:
1. explain the scope of selling
2. describe what salespeople do
3. explain how companies communicate
4. identify the needs of different types of customers
5. explain the steps involved in an organizational buying process
6. identify different types of buying decisions
7. respond to different types of organizational buyers
8. explain buying motives
9. explain how needs develop
10. deduce what a buyer can afford
11. begin a relationship properly
12. deal effectively with grievances

4 hours

A basic understanding of the marketing competency

To explain relationship marketing

After this course the student should be able to:
1. explain the scope of selling
2. describe what salespeople do
3. explain how companies communicate
4. identify characteristics of successful salespeople
5. describe different sales positions
6. explain how sales jobs differ
7. discuss the evolution of professional selling
8. explain market exchanges
9. discuss partnering relationships
10. explain the importance of trust, coordination, and commitment
11. explain the significance of meaningful communicative behavior
12. explain the importance of organizational support
13. discuss conflict resolution

4 hours

A basic understanding of the marketing competency

To describe the various factors that make up the sales environment

After this course the student should be able to:
1. describe adaptive selling
2. explain the importance of product and sales knowledge
3. acquire information about products and sales
4. explain the social style matrix
5. identify a customer's social style
6. identify ethical concerns involving customers
7. discuss ethical concerns involving the salesperson's company, colleagues, and competitors
8. explain features of the uniform commercial code
9. identify illegal sales practices
10. respond effectively to cultural differences

4 hours

A basic understanding of the marketing competency

To illustrate successful sales techniques

After this course the student should be able to:
1. identify the needs of different types of customers
2. explain the steps involved in an organizational buying process
3. identify different types of buying decisions
4. respond to different types of organizational buyers
5. explain how organizational factors and individual needs influence buying decisions
6. respond to individual needs
7. discuss trends in organizational buying
8. communicate effectively
9. make use of a variety of questioning techniques
10. listen more effectively
11. interpret a customer's body language

3 hours

A basic understanding of the marketing competency

To illustrate the most effective techniques for contacting prospects

After this course the student should be able to:
1. identify good prospects
2. use personal contacts (network)
3. generate prospects via promotions, directories, and telemarketing
4. generate prospects via sales letters and other techniques
5. get the most out of prospecting
6. obtain useful precall information
7. set call objectives
8. overcome objections and make appointments
9. manage a buyer's impressions

3 hours

A basic understanding of the marketing competency

To demonstrate how to design presentations to fit customers' needs

After this course the student should be able to:
1. explain buying motives
2. explain how needs develop
3. deduce what a buyer can afford
4. use open questions
5. employ SPIN strategy
6. probe effectively
7. give a strong presentation
8. offer credible solutions
9. strengthen a presentation using visual aids
10. write a proposal

3 hours

A basic understanding of the marketing competency

To explain how to secure commitment

After this course the student should be able to:
1. identify different types of objections
2. prepare in advance for objections
3. use a variety of response methods
4. prevent objections
5. identify factors that affect price
6. plan for negotiations
7. negotiate effectively
8. identify traditional closing methods
9. identify and gain commitment
10. utilize effective closing methods
11. obtain commitment in larger sales

3 hours

A basic understanding of the marketing competency

To illustrate how to build and maintain long-term relationships

After this course the student should be able to:
1. begin a relationship properly
2. deal effectively with grievances
3. build trust
4. maximize a selling opportunity
5. define commitment
6. manage change
7. sell internally
8. define the roles of sales executives and field sales managers

3 hours

A basic understanding of the marketing competency

To explain how to manage work and career

After this course the student should be able to:
1. set specific, measurable, time-based goals
2. allocate resources properly
3. perform a grid analysis
4. set up a daily schedule
5. manage his/her territory
6. organize calls and paperwork
7. evaluate her/his performance
8. find the right kind of job
9. know what it takes to advance their careers