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SALES MANAGEMENT & PERSONAL SELLING BUS 3115 FALL 2013 Instructor: Dr. Jennifer Dapko Office: Rogers 242 Office Phone: (863) 680-4352 E-mail: [email protected]* Class Times: M, and W 6:30 p.m. – 9:30 p.m. in Rogers 118 Office Hours: Tuesdays and Thursdays 11 a.m. – noon; Mondays 4 – 6 p.m. *Typically the fastest way to get a hold of me is through email. Please make sure you use the email address above. Please also refer to my commentary on p.10 regarding email communications. REQUIRED TEXTBOOK

Johnston, Mark W., and Greg W. Marshall. Contemporary Selling: Building Relationships, Creating Value. Routledge, 2013. (Fourth edition) The free companion website for this book includes flashcards, quizzes, and videos: http://www.routledge.com/cw/johnston9780415523509/s1/students/

CATALOG COURSE DESCRIPTION Four hours. Prerequisite: BUS 3160. The course addresses sales management methods and concepts applicable to the efficient recruitment, deployment, and retention of an effective sales force in the twenty-first century business environment. Class demonstrations in different facets of selling and exercises in the art of persuasion will illustrate theories of buyer motivation, and help students develop a command of the language of sales. The course follows a process model of selling that applies across product concepts. There is an emphasis on participative exercises including classroom discussion of written assignments, presentations and role playing exercises.

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ENGAGED LEARNING In this class you will: 1. Actively participate in class discussions, activities, and assigned exercises. 2. Participate in buyer/seller role plays concerning real-world business scenarios. 3. Conduct a product demonstration illustrating a product’s features, advantages, and benefits (FAB). 4. Develop a sales proposal for a particular product. 5. Write a cold call script.

STUDENT LEARNING OUTCOMES The course will review each of the sales components illustrated in the below figure with a particular focus on the elements closest to the sales core, customer relationships.

The learning from this course will give you the ability to: 1. Define terms related to personal selling and sales management. 2. Identify the influences on and steps involved in the business-to-business (B2B) purchase decision process. 3. Respond to customer objections and negotiate for win-win solutions. 4. Deliver compelling sales presentations. 5. Communicate persuasively, necessary in all facets of life, primarily through the FAB method. 6. Identify and formulate relevant communication strategies for a given persuasion encounter. Page 2 of 13

COMMUNICATION AND TECHNOLOGY Course syllabus, presentation materials, grades and special instructions will be posted on the FSC Portal. Students should check the Portal before every class. From time to time I may also communicate with you by sending an email from the Portal. This means you should check your email account that is associated with the Portal prior to every class as well. Some class periods and assignments may take place in the form of interactive online discussions using FSC discussion board and other technologies. Finally, students will be expected to use Microsoft Office including Word, PowerPoint, and Excel (or comparable programs) for course assignments.

COURSE REQUIREMENTS AND EVALUATION Your total contract value (a.k.a. grade) will be determined from your earnings (a.k.a. performance) on a combination of tests, engaged learning activities, and professionalism:

Assignments Midterm Exam Final Exam Product Demonstration Sales Proposal Sales Call

Percent of Total Earning Potential 13% 25% 13% 25% 19%

Earning Potential $50 $100 $50 $100 $75

6%

$25

100%

$400

Percent of Total Earning Potential 38% 56% 6% 100%

Earning Potential $150 $225 $25

Professionalism (participation/preparation) Total Contract Value Categories Tests Engaged Learning Professionalism Total Contract Value

$400

Each of these elements is explained in detail in this syllabus. If you do not understand what is required, it is your responsibility to remedy the situation through an appointment with me. I am here to help you. Success in this course requires your commitment to: 1. Attend all classes. Page 3 of 13

2. Allocate an appropriate amount of time outside of class researching and developing your assignments. 3. Take responsibility for your own learning by reading the text, completing assignments on time and to the best of your ability, and contributing to class discussions. 4. Learn course material well enough that you can apply it (not merely reproduce it for examination purposes). 5. Develop comfort with ambiguity and be willing to learn through trial and error.

COURSE COMPONENTS Exams You will have two exams during the semester. Exams may consist of questions in short answer, multiple-choice, and T/F format based on material covered in the book, class lectures, speakers, videos, and in class assignments. Essentially, anything discussed is fair game, which makes attendance that much more critical. Product Demonstration The objective of this role-play is to demonstrate a product of your choice and get the prospect involved in the demonstration process. Your goal is to “sell” us your product by incorporating the AIDA presentation components and by communicating your product’s features, advantages, and benefits (FAB). This is business-to-business (B2B) selling and thus you are selling to an organizational buyer and not to a consumer. Start out by first choosing a product, then buying organization, and value proposition. The value proposition will always be customer acquisition, customer retention, or profitability. While there may be more than one value proposition that applies to your selling situation, please stick to communicating only one. Below are examples from previous students’ product demonstrations. These are only examples. For the most part you are only limited by your creativity. Example Product

ShamWow!

All In One Measuring Cup

Example Buying Organization

Dramatization of Value Proposition

Value Proposition Type

Bubbles Car Wash

“Using this ShamWow! at your car wash will provide a longer lasting tool to dry cars compared to rags or towels. This means you don't have to spend money to continually replace rags or towels. This product also dries cars faster so your employees can work more efficiently.”

Profitability

Chili's Bar and Grill

“The All In One Measuring Cup provides precision when measuring ingredients and speeds up prep time. This precision results in less waste of product and more consistency in the taste of dishes because the ingredients are the same amount every time. Additionally, prep time decreases resulting in decreased labor costs.”

Profitability

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Example Product

LightWedge Paperback Book Light

iPod/iHome Docking System

Example Buying Organization

Dramatization of Value Proposition

Value Proposition Type

Barnes and Noble

“Because none of your competitors currently stock the LightWedge Paperback Book Light on their shelves, you will be able to attract new customers to your store who are specifically looking for this product. This is an innovative new product for readers seeking a quality portable book light and thus marketing the Light Wedge should bring in new customers.”

Customer acquisition

Travelodge

“Providing the iHome Docking System in your guest rooms will retain existing customers who want to have a homier feel (by listening to their own music) while staying with you. Many consumers have iPods or iPhones. It is realistic that some of your customers may decide to stay at other hotel brands that have such amenities as the iPod docking system.”

Customer retention

The next step is to craft your demonstration using the AIDA (attention, interest, desire, action) and FAB (features, advantages, benefits) elements. Results will be judged based on accuracy of terminology used, creativity, and comprehensiveness. Product demonstrations should be no less than 5, but no more than 10 minutes in front of class. No notes or slides are permitted. You are encouraged to videotape your presentation to see yourself in action, to see your strengths, and to recognize your weaknesses, so that you may work toward improvement. Find someone in class who is willing to be your video buddy. It is your responsibility to provide the video technology. IPhones, iPads, digital cameras, and digital recorders, are all viable options. Checklist for success: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Choose a simple product, but one that has numerous features to communicate (i.e. about 10). I cannot stress enough the importance of keeping your product simple! Make advance preparation (i.e., show that you have planned the demonstration beforehand). Complete the Value Proposition and FAB worksheets. Prepare an original opening statement. Personalize your presentation. Package the product so that it tells a value story. Make sure the buyer sees what you want him or her to see in the demonstration. Do not talk too fast or rush through the presentation. Point out the features, advantages, and benefits of your product compared to the competition. Get agreement on major points brought out visually. Get the buyer physically and mentally involved in the demonstration.

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It is acceptable, and even encouraged, to get a buyer involved in the presentation. Have your buyer try the product, use the product and personally experience the features and benefits. It is highly recommended to work out who will be the buyer involved in your demo prior to your demo. Spontaneity in selecting a buyer to test the product may result in confusion (i.e. the buyer does not know what to do), or it may detract from the value of your presentation (i.e. the buyer breaks your product). Again, you cannot use scripts.

Product Demonstration Evaluation Criteria DEMO STEPS ($40) Your introduction (the first 1-2 minutes) grabbed the audience's ATTENTION because of its uniqueness. Your hands-on and engaging interaction with the audience throughout the demonstration created INTEREST for the product. You generated DESIRE for the product by clearly and comprehensively stating: the FEATURES of the product the ADVANTAGES of the product (comparing against the competition) the BENEFITS of the product (related to the features) Your customer is likely to take ACTION because you: emphasized and dramatized the value proposition closed the product demonstration with a persuasive and memorable statement, story, fact, reminder, etc. STYLE AND TECHNIQUE ($10) It was obvious you prepared for your product demonstration as evidenced by: a lack of vocal fillers, awkward pauses, and use of notes your high energy, enthusiasm, confidence, and excellent vocal projection.

Sales Proposal The sales proposal is the capstone project for the course. The deliverable is in PowerPoint format. As with the Product Demonstration assignment, you will choose a product, buying organization, sales pitch, and value proposition. The product and buying organization cannot be the same one you chose for the product demonstration. A sales proposal puts on paper your plan for ultimately developing and delivering the best possible sales presentation. Sales proposals vary a great deal based on the product or service and type of buyer. You will have more success if you spend some time to really think through the value proposition before deciding on your product or service. If the proposal is going to open the door for your presentation, it is best for it to be well organized, appealing, relevant to the Page 6 of 13

situation, and no longer than is absolutely necessary. Buyers are too busy to wade through information overload. Advice on how to choose an organizational buyer as the subject for your proposal:  Pick a company you know well (i.e. you work there, you want to work there)  Ask yourself what is the payoff (value proposition) to them of your product/service. Decide how you will quantify the value/payoff to them.  Make sure your buyer doesn’t already carry the product/service.  You must sell to a business entity (B2B), not an individual consumer (B2C). Options include: retailers (who will resell your product), organizations (who will use your product in the context of what they do, and industrial buyers (who will use your product or service as an element of their production process) Advice on how to choose a company and product to represent as the seller in your proposal:  You must represent a real business and sell a real product.  Pick a product/service you love.  Pick a product/service you know.  Pick a product/service that is truly needed by your buying organization.  Pick a product/service that you can find basic cost or markup information.  Pick a product/service that you can actually bring to class.  Pick a product/service that you will want to keep as part of your portfolio of assignments to show potential employers.  Pick a product/service that is related to your career goals or personal interests. The elements of your sales proposal are outlined in the Evaluation rubric below. We will cover each of these elements in detail throughout the semester via lectures, engaged activities, and group discussions. Evaluation Rubric: Evaluation Component (Delivered in this Order) Cover page ($5) Seller profile ($15)

Evaluation Criteria for Excellence Uses color and pictures, is visually appealing, and includes a title and names of the buying and selling organizations and representatives as well as the two company logos. Includes a professional photo of the sales representative (you), a background of both you and the company (tied to the dimensions of service quality), and provides seller contact information. The information about you should be factual.

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Evaluation Component (Delivered in this Order)

Evaluation Criteria for Excellence

Situation analysis ($15)

Includes a succinct analysis of major points regarding: situation of the buying company needs of the buying company, and problems of the buying company (and how you will solve those problems), as well as one of the value propositions.

FAB ($20)

Provides a separate page for Features, Advantages, and Benefits, and the content is displayed in bullet format.

Implementation (Marketing Plan) ($5) Profit forecast/cost analysis summary ($5)

Describes 3 plans (Promotion, Place, Price), uses bullets to explain, and content is clear and concise. Summarizes the forecast/cost analysis table in bulleted form.

Profit forecast/cost analysis table ($15)

Uses appropriate analysis for the given selling scenario, includes a table with three different plans illustrating the differences in profit (or cost) based on three different purchase quantities, provides an explanation of the terms used in the analysis, the quantities and pricing communicated are realistic for the buying situation.

Graphs ($15)

Includes graphs of changes in profit for three different plans (if using the profit forecast) or graphs the cost savings for three different plans (if using the cost analysis), and graphs are labeled appropriately.

Terms/explanations ($5)

Includes definitions, descriptions and/or additional detailed information for any terminology, jargon, idiosyncrasies, or specs that may be unclear to the buyer that you want to make sure s/he understands.

Do not include derogatory competitive information in the proposal, but know about the competition because your buyer will. Other tips for success:  Print the slides as full page.  Print in color.  Complete all worksheets throughout the semester (Seller Profile, FAB, Value Proposition, Buyer Profile, and SPIN) as these will help prepare you for the proposal.  Use professional writing.  Proofread (and better yet, have someone else proofread your proposal for not only grammar but also logic and errors).

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Sales Call Having completed your sales proposal, you are now ready to present it via a sales call to the buyer. The sales call builds on many of the skills you’ve learned in this course. Your sales call will include the below components in the order listed: 1. Seller will greet the buyer and attempt to build rapport. 2. Seller will make an appropriate approach to the sales presentation. 3. Seller will conduct the sales presentation (we are obviously doing a “canned” or memorized presentation). The sales presentation is presenting the slides from your written Sales Proposal assignment. 4. Buyer will voice a concern upon completion of the seller’s presentation. 5. Seller will respond to the buyer’s concern with one of the nine negotiation strategies that is most appropriate for the concern. 6. Buyer will demonstrate a buying signal. 7. Seller will do a trial close using one of the eight closing methods. Seller’s Evaluation Rubric (the buyer’s points are allocated from the “Professionalism” grade): Seller's Sales Call Presentation SALES CALL STEPS ($60) Seller greeted the buyer with confidence and attempted to build rapport as evidenced by a strong handshake and engagement in relevant "small talk". Seller made an appropriate approach to the sales presentation as evidenced by using one of the five common approach strategies (and professor was able to clearly identify which strategy was used). Seller conducted a well-rehearsed sales presentation as evidenced by: a lack of vocal fillers, ackward pauses, and use of notes high energy, enthusiasm, confidence, and excellent vocal projection. Buyer voiced a relevant concern upon completion of the seller’s presentation relating to either product need or company trust. Seller responded to the buyer’s concern with one of the nine negotiation strategies that is most appropriate for the concern (and professor was able to clearly identify which strategy was used) Buyer demonstrated either a verbal or nonverbal buying signal. Seller conducted a trial close using one of the eight closing methods (and professor was able to clearly identify which strategy was used). STYLE AND TECHNIQUE ($15) You dressed professionally (suit is preferred). You included stories, examples, and/or humor to build rapport throughout the sales call.

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Professionalism A climate of cooperation should permeate this course. However, for cooperation to be effective there has to be an atmosphere of mutual respect. Exhibiting professionalism, class manners, and a strong work ethic in the course will go a long way in establishing respect, from fellow students and me. Professionalism also extends beyond the classroom to email communications, meetings, and portal postings. Professionalism points will be used toward evaluating attendance, out-ofclass preparation, in-class participation, quality of discussion, and exhibition of appropriate classroom and business etiquette. Points will be deducted for each unprofessional infraction. Showing up late to class (or missing it altogether), sleeping in class, working on other assignments, texting, coming to class unprepared, sending unprofessional emails (content or grammar), arguing with other students or the professor, and visiting Facebook (and other irrelevant sites) during class is considered unprofessional behavior.

EMAIL Please practice professionalism when you email me. This includes an email with 3 parts (salutation, body, closing), and proper spelling and grammar. Getting into the good habit of writing with professionalism now will prepare you to be successful in whatever career you choose. There are certain topics that are best discussed in-person. One such topic is grades. I will not discuss grades by email. Let’s do that in-person. Additionally, I will not respond to emails that are of a complaining nature. Complaining is a topic that should be avoided altogether, but if you must, it should also be done in-person. I am fairly quick to respond by email (usually within a few hours). However, sending me an email after the close of business (5 p.m.) will result in a response back to you the next morning. This is a standard business operating procedure and I’d like you to practice this as well (meaning, reading and responding to emails promptly). Please check your email daily

ATTENDANCE AND COURSE CONDUCT The college Academic Catalog states the following: “Students are expected to attend all class and laboratory sessions on time and may be absent only for unavoidable documented reasons.” Attendance is essential to excel in the course. You are expected to attend every class session on time with absences occurring only for unavoidable documented reasons. You miss important information when you miss class. If you are absent, you are responsible for learning material covered in class. I will not provide individualized summaries of what we covered in class. Ask your classmates for their notes. If you are absent when an assignment is due, you must have submitted the assignment prior to the due date to receive credit. Quizzes, homework, and participation points cannot be made up except in the case of extreme illness or loss. If you would like to optimize the benefit of this unique program:  Show your ambition by coming to class prepared and participating in class activities.

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 Show your leadership by tracking the syllabus, knowing deadlines, and completing all work in advance of deadlines.  Show your drive and respect by putting in your best effort on all assignments.

FINAL COURSE GRADES Grades will be assigned based on the following cumulative percentage scores achieved: Grade Percentage Score

A 100-90%

B 89-80%

C 79-70%

D 69-60%

F 59-0%

Grades are non-negotiable. It will be considered unprofessional to negotiate for a better grade and doing so may reduce your professionalism points. Please review grades for each assignment as soon as they become available on the portal. You will have one week from the time grades are posted on the portal to discuss potential grading errors. It is very important that you try your best on each assignment as well as come to class with professionalism in mind to ensure the best grade possible in this course. If you receive a final grade of 89.47%, I will NOT round up to an A! You received a B. This has happened in the past, and typically it happens to those students with marginal coursework grades and incomplete assignments or assignments that weren’t even attempted. Please do your very best with each and every assignment!

RELIGIOUS HOLIDAYS Students who anticipate the necessity of being absent from class due to the observation of a major religious observance must provide notice of the date(s) to the instructor, in writing, by the second class meeting.

HONOR CODE As an academic community, Florida Southern College is firmly committed to honor and integrity in the pursuit of knowledge. Therefore, as a member of this academic community, each student acknowledges responsibility for his or her actions and commits to the highest standards of integrity. In doing so through this Honor Code, each student makes a convent with the college not to engage in any form of academic dishonesty, fraud, cheating, or theft. Further information on the Honor Code is available in the current catalog. VERY IMPORTANT  Plagiarism will automatically result in a zero for any assignment in which it occurs and could result in an F in this course as well as suspension from the College. Content should be cited if it is not your own work (your writing or your own original idea). Please be mindful that cutting and pasting content from the Internet or other sources is plagiarism unless 1) you put quotes around that information and cite it so that you make it known Page 11 of 13

whose work it is and who wrote it, or 2) you summarize the content in your own words and cite it. I do not want a bibliography or reference page at the end of the plan. I require all citations in the form of footnotes immediately following the content that requires a citation.

STUDENTS WITH DISABILITIES ACCOMMODATIONS STATEMENT Florida Southern College does not have a special program for students with learning disabilities, however, reasonable accommodations may be requested in this course by students who have documentation of a disability on file in the PSYCHOLOGICAL TESTING OFFICE located in the Thrift Building (Main Floor) - 863/680-4196. “It is the responsibility of the student to make his or her condition known to the college, to take the initiative in requesting desired appropriate accommodations, and to have the pertinent diagnostic tests or other professional evaluations to verify the need for academic accommodations.” A release statement signed by the student is required each semester before documentation and requested accommodations can be shared with a student’s instructors. It is the student’s responsibility to meet with the instructor to determine which of the requested accommodations can be made in each class. For more information on how to apply for accommodations please contact Dr. Richard Burnette, Psychological Testing Office, either in person or online at: http://www.flsouthern.edu/academics/students/disabilityservices.htm. If there are concerns about accommodations decisions, students may request a review by contacting FSC Compliance Officer Dr. Marcie Pospichal, Associate Vice President for Student Support, Thrift Building (Main Floor), [email protected] – 863/680-4197.

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WEEKLY SCHEDULE Please refer to the “Sales Management and Personal Selling (BUS 3115) – Fall 2003 Detailed Weekly Schedule” document posted on the portal for a detailed review of the weekly topics, readings, and assignments. Date

Book Chapters

Topics and What’s Due

WEEK 1 Wednesday, August 21

1,2

Introduction to the course Introduction to contemporary selling Understanding sellers and buyers

WEEK 2 Monday, August 26 Wednesday, August 28

2,3 6

Understanding sellers and buyers Value creation in buyer-seller relationships Ethical and legal issues in contemporary selling Prospecting and sales call planning

WEEK 3 Monday, September 02

7

Wednesday, September 04

Communicating the sales message Sales call role-play! Midterm exam Complete the midterm exam by 6:30 p.m. today.

WEEK 4 Monday, September 9

Product demonstrations Product demonstrations (cont.) Other topics (TBD based on time):  Profit forecast/cost analysis  Intro to your Sales Proposal assignment  Reinforcing what we’ve learned so far with movie clips and other engaged learning activities

Wednesday, September 11

WEEK 5 Monday, September 16 Wednesday, September 18

8,9 10, 11

Negotiating for win-win solutions Closing the sale and follow-up Salesperson self-management Salesperson performance

WEEK 6 Monday, September 23 Wednesday, September 25

12, 13

Recruiting, selecting, and training salespeople Compensating and evaluating salespeople Real-world selling situations!

WEEK 7 Monday, September 30 Wednesday, October 02

Sales presentations Sales presentations (cont.) Prep for final exam

WEEK 8 Monday, October 7

In-class comprehensive final exam

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