syllabus form westchester community ......course #: mkt 103 2. name of originator or revisor:...

Revised syllabus form with SLO’s (generic) April 8, 2013 rev October 2013

SYLLABUS FORM

WESTCHESTER COMMUNITY COLLEGE

Valhalla, NY l0595

l. Course #: MKT 103 2. NAME OF ORIGINATOR or REVISOR: Phyllis Primus NAME OF COURSE: Professional Selling 3. CURRENT DATE: SPRING 2015 please indicate whether this is a NEW COURSE or a REVISION: Revision DATE OF PRIOR REVISION SPRING 2014 4. NUMBER OF CREDITS 3 5. NUMBER OF CONTACT HOURS PER WEEK 3 6. APPROXIMATE FREQUENCY OF OFFERING THIS COURSE Every Semester [Every semester, fall, spring, or not offered every semester] 7. PREREQUISITES or ENTRY LEVEL SKILLS or PLACEMENT SCORES None 8. COREQUISITES None 9. PLACE OF THIS COURSE IN CURRICULUM: __X_ Required for Curriculum (name) Business Administration A.A.S., Marketing A.A.S, Small Business Entrepreneurship Certificate __X_ College Core ___ Elective ___ Part of Required/Recommended Sequence with (Number of Course) __________________ 10. IS THIS COURSE DESIGNED FOR TRANSFER TOWARD A SPECIFIC MAJOR? __X_ Yes ___ No MAJOR(S) _Marketing______________


11. STUDENT LEARNING OUTCOMES (SLO) and COURSE OBJECTIVES

Under each SLO1, list the related course objective(s). 2 (Three to five SLO’s suggested)

For every Student Learning Outcome, describe at least one measure, instrument, tool, observation, etc.

1,2SLOs are the overarching goals of the course. When your student leaves the course, what do you want him/her to be able to do? Course Objectives are subsets of SLOs. How do you get to the overarching SLO?

SLO/Objectives - Upon successful completion, the student will be able to:

This outcome will be measured by one or more of the following instruments (exercises, tools, observations):

SLO 1: Demonstrate an Understanding of Professional Business-To-Business Selling and the Professional Selling Process. Demonstrate an Understanding of the Fundamentals of Professional Selling and the 5 Phases of the Selling Process Model. Explain importance and responsibilities of selling and its affect on economy.

Objective 1. Comprehend an understanding of the significant role professional selling plays within the business organization and its functional role in achieving an organization’s overall strategic goals.

Variety of Quizzes, Sales Role Plays, Research Project

Objective 2. Demonstrate and describe the roles of a professional strategic/consultative salesperson utilizing value-added relationship selling theories and communication skills that build profitable customer relationships that create value/profits for the organization.

Class Discussions, Partner Role Plays of 4 Sections of Sales Presentation, Team Competitions re: Learning Outcomes

Objective 3. Identify social, ethical and legal issues for sales professionals. Demonstrate how honesty, trust and ethical standards are the foundations for building strong customer relationships.

Case Studies Assignments and Case Class Discussions

Objective 4. Explain the psychology of why people buy, how business buyers make decisions, explain the various factors that influence buying decisions. Demonstrate how to use a multitude of question categories to understand the buyer’s mindset. Demonstrate the ability to use critical thinking in choosing the most effective questions in different selling scenarios. _______________________________________________

Question Category Quiz demonstrating ability to create/write different sales questions to acquire information. Instrument – Quizzes, Student Communication Demonstrations, Research Project, Features/Advantage/Benefit/Proof Worksheets.


SLO 2. Demonstrate Ability to Communicate Knowledge. Ability to discuss the Importance of Non-Verbal vs. Verbal Communication & Demonstrate Awareness of Various Communication Signals. Demonstrate knowledge the Four Communication Styles. Demonstrate importance of different communication styles internationally.

Objective 1. Explain the Buyer Communication Process and the eight steps in the Communication Process.

Quizzes and class discussion examples with video

Objective 2. Discuss and illustrate the importance of non-verbal communication in selling and Recognize Acceptance, Caution, and Disagreement in Non-Verbal Communication Signals. Understand & Identify the Various Barriers that Affect Sales Communication and Explain Ways of Developing Persuasive Communication to overcome them. Explain the value of being a good listener and demonstrate the steps used in active listening.

Video showing examples of non-verbal communication and listening quiz

Objective 3. Explain the importance of acquiring abundant information regarding the salesperson’s product(s); his/her company history & accomplishments; the industry in which his/her product category competes; and his/her major competitor. Major emphasis on the fact that knowledge is power and creates the body of information a salesperson must communicate to succeed. Objective 4. Demonstrate Thorough Product Knowledge. Understand and Create Two Salesperson’s Product Worksheets that Identify the Features, Advantages, Benefits and Proof (F,A,B,P’S) to: 1. Ultimate Consumer and 2. Business Buyer. Student Must Demonstrate In Both Worksheets The Use of Benefit Statement Communication Skills Acquired to create effective FABP’s ON EACH Worksheet. Objective 5. Identify, explain and describe the Four Communication Styles and their importance in effective communication. Demonstrate different communication styles throughout the world and give examples.

Research Project Containing Product, Company, Industry & Competitor Information. Create Two Salesperson’s Product Worksheets that Identify the Features, Advantages, Benefits and Proof (F,A,B,P’S) to: 1. Ultimate Consumer and 2. Business Buyer. Using video-determine which of the four styles and how to communicate with each style during a sales presentation


SLO 3. Understand and Explain Importance of Prospecting & Pre-Planning (the Pre-Approach) to the Selling Process. Instrument

Objective 1. Prospecting. Express and know how to acquire new business (prospecting) and why prospecting is vital to every organization. Objective 2. Describe and state the various prospecting methods. Objective 3. The Pre-Approach -The Pre-Planning Stage prior to meeting the prospect-the business buyer - for the first time. Explain all the preparation activities that take place prior to meeting the prospect and their importance to the ultimate sales presentation’s success.

Instrument: Various quizzes Quiz explaining/describing importance of Pre-Approach and activities involved.

SLO 4. Demonstrate preparation and delivery of a successful business-to-business sales presentation – TAPED WITHOUT NOTES - utilizing chosen semester product and Presentation Binder.

Instrument – 15 minute taped professional business-to-business presentation with product samples and professional presentation binder without notes.

Objective 1. Demonstrate understanding of the 4 Sections of the Sales Presentation. Utilizing all Steps acquired and professionally communicated in a 15 minute taped presentation. No notes permitted. Student must eloquently demonstrate his/her communication skills and knowledge acquired during semester. All aspects of the course must be demonstrated during the presentation. Objective 2. Prepare a professional Presentation Binder. Demonstrate ability to utilize Binder that represents Proof of Benefit Statements used during the presentation. Show ability to coordinate a demonstration of the product using FABP’s and the Presentation Binder as Proof. Demonstrate all product knowledge acquired from Research Project and 2 Worksheets and all theories and skills acquired during semester.

Instrument: Variety of quizzes for SLO 4.


Objective 3. Demonstrate ability to professionally close the sale and utilize an order form to successfully make the sale. SLO 4. Explain importance of Phase 5 of the Selling Process Model – Post-Sale Suppo9rt – After the Sale Continuous Service & Follow-up. Demonstrate knowledge and use of CRM software (Customer Relationship Management Software). Objective 1. Ability to explain how vital Phase 5 is to the continued success of the relationship and ensure customer retention. Explain the Three Part Process. Objective 2. Knowledge of each Step: 1. Follow through & Follow-up on promises made during the first sale. 2. Follow-up with continuous communication and service to ensure that the buyer is “delighted” – not just satisfied. 3. Knowledge of Expansion Selling. Once relationship established knowledge of how to obtain more business and expand salesperson’s line in buyer’s store locations.

Indicate which of the above SLO’s address the SUNY General Education (GE) requirement when applicable.

Related Course SLO

SUNY GE 1: NOT APPLICABLE


12. COURSE GRADE Based on the above measures, how will the final course grade be calculated? [Suggested model(s)]

MAX. POINTS ACTUAL POINTS PRINCIPLES OF SELLING

PRACTICE ROLE PLAYS OF 4 SECTIONS OF SALES PRESENTATION 25 APPROACH __________ 25 PROBLEM/SOLUTION __________ 25 HANDLING OBJECTIONS __________ 25 CLOS E __________

_______________________________________________________________________________________

STEPS QUIZZES OF 4 SECTIONS OF SALES PRESENTATION 25 APPROACH STEPS QUIZ __________ 25 PROBLEM/SOLUTION Steps Quiz __________ 25 HANDLING OBJECTIONS Steps Quiz __________ 25 CLOSE Steps Quiz __________ ________________________________________________________________________________________________ 100 STEPS QUIZ – ALL 4 SECTIONS OF SALES PRESENTATION _____________

200 QUIZZES __________

________________________________________________________________________________

100 FABP WORKSHEETS (50 PTS. EACH) _____________

_______________________________________________________________________________

125 RESEARCH REPORT ________

________________________________________________________________________________

100 SEMESTER PORTFOLIO __________

________________________________________________________________________________

500 FINAL SALES PRESENTATION __________ 150 FINAL SALES PRESENTATION BINDER - includes quality of proof & how effectively used proof during the

presentation & did binder follow same order as Presentation and specific format _________

_______________________________________________________________________________________

100 ATTENDANCE/LATENESS/PARTICIPATION _________ (note how many pts. you will lose if you miss class, or are late and do not participate)

________________________________________________________________________________

TOTAL MAX. PTS. = 1575 TOTAL POINTS = ____________

FINAL GRADE = _____________

To determine your final grade - add your total points and divide by the maximum points of 1575.

Example: Your actual points are 1370. Divide 1370 by 1575=87= B+ A 90 – 100 B+ 85 – 89 B 80 – 84 C+ 75-79 C 70 – 74 D 60 -69 F 0 - 59


13. INSTRUCTIONAL METHODS: List the different instructional methods you might use, in the course of the semester. List supplementary learning options, if any Instructional Methods Include: Lecture/power points, videos, team & class discussions, quizzes, research project, product worksheets, sales role plays of 4 sections of a sale, semester portfolio, taped final sales presentation, case study discussions. 14. Westchester Community College Key Values: These skills, abilities, knowledge and attitudes cross disciplines and prepare our students to be life-long learners.

Student Learning Outcome/Objective(s) Related Course SLO

If any of the following values pertain to this course, indicate which of the above course SLO’s address those values. Please see related objectives for each SLO on last page.

Skills & Abilities

Value 1: Communication Skills: Reading, Writing & Speech

SLO 1, SLO 2, SLO 3, SLO 4

Value 2: Critical Thinking and Problem Solving Skills The student will be able to:

SLO 1, SLO 2, SLO 3, SLO 4

Value 3: Information and Technology Literacy Skills The student will be able to:

SLO 2, SLO 4

Knowledge& Attitudes

Value 4: Learning to be a successful learner SLO 1, SLO 2, SLO 3, SLO 4

Value 5: Global Awareness and a Sense of Community and Responsibility

SLO 1, SLO 2

15. TOPIC OUTLINE

SECTION 1 5 Phases of the Selling Process Model

1. What is personal selling?

2. Everyone Sells?

3. Why Choose a Sales Career?

4. What are 3 categories of sales jobs?

5. What do Salespeople do?

6. What are Characteristics of Successful Salespeople?

7. What are 4 Elements in Customer Relationship Process


SECTION 2

1. Explain marketing & mktg. concept terms.

2. Why is Marketing important to firm?

3. What are the 4 P’s of Marketing Mix and which “P” does Personal Selling belong?

4. Explain Promotional Mix and why is Personal Selling the most effective?

5. Why is Business-to-Business Value-Added Selling significant?

6. What is goal of Mktg. Mix?

7. What are 3 Levels of Relationship Marketing?

8. What is significance of Partnering & Consultative Selling?

9. Explain Consultative Selling.

10. ETHICS – IMPORTANCE AND VARIOUS LEGAL ASPECTS. CLASS CASE DISCUSSIONS

Show examples of previous Research Reports and explain guidelines.

SECTION 3

PART 1

1. Explain Stimulus-Response Model.

2. Understand psychological influences on buying decisions

PART 2

3. Ability to use Benefit Selling (FABPTC)technique.

4. Construct a Bridge/Benefit Statement linking/connecting FABPTC’s that provide solutions to business buyer’s

problems & his customers’ needs/wants.

Bridge/Benefit Statement Acronym FABPTC

5. Explain why people buy benefits rather than features and advantages.

6. Know when & how to use a trial close question.

PART 3

7. Describe 3 Classes of Buying Situations.

8. Identify Business Buyer Problems-& Handout

9. FABTC Presentation Explanation AND Explanation of two Worksheets with examples.

SECTION 4

1. Present & discuss salesperson-buyer communication process.

2. Discuss & illustrate importance of nonverbal communication.

3. Define & recognize acceptance, caution, & disagreement nonverbal signals.

4. Review barriers to effective sales communication

5. Explain ways of developing persuasive communication

SECTION 5

1. What is adaptive selling?

2. Why is it important for salespeople to practice adaptive selling?

3. What kind of knowledge do salespeople need to practice adaptive selling?

4. How can salespeople acquire this knowledge?

5. How can salespeople adapt their sales strategies, presentations, and social styles to various situations?


SECTON 6

1. Explain how knowledge bases earn trust & build relationships

2. Discuss major body of knowledge required for sales success

3. Importance of Trade Promos- SELL IN

AND Consumer Promos – SELL THRU

SEE CONSUMER & TRADE HANDOUT

SECTION 7

1. Describe Phase 2 of Selling Process Model - Prospecting

2. Cite Prospecting Objectives

3. Explain Importance of Prospecting

4. Define Key Terms used during Prospecting

5. Describe Requirements of a “Qualified Prospect”

6. Identify Prospect Sources

SECTION 8 Understand & utilize strategic planning, implementation & evaluation during

Phase 3 - PRE-APPROACH

2. State Reasons why Pre-Approach Planning is Essential to Sales Call Results.

3. Describe Elements of Sales Call Planning

SECTION 9

The Purpose of the Presentation

Main goals of presentation:

1. Sell your product

2. Solve buyer’s business problem & his target customers’ needs/wants

Presentation Must Reflect your:

– Knowledge & Professionalism

– Attitude & Desire to help

• 3 Essential Steps Within Presentation

1. Discuss Product FABP’S Specific To Buyer’s Business Problems & his customers’ wants/needs.

2. Present Consumer Promo Ideas for SELL THRU Examples:

– Provide Help to Buyer to Sell your Product to His Customers

– Train & Provide Knowledge to Retailers’ Employees - How To Use Product, etc.

3. Explain Trade Promo Ideas for SELL IN Examples:

– What’s In It For Your Buyer?

– Provide Trade Promos & Allowances

SECTION 10

Prospecting-the lifeblood of selling

1. Define the sales process and list and describe the steps

2. State why it is important to prospect

3. Describe the various prospecting methods

4. Ask for a referral

5. Make an appointment with a prospect in person or by telephone.


SECTION 11

Planning the Sales Call is a Must – the Pre-Approach

1. Explain the importance of sales call planning

2. List the four planning steps

3. Develop a customer benefit plan

4. Describe the prospect’s five mental steps in buying

SECTION 12

SECTION 1 OF SALES PRESENTATION – THE APPROACH - Begin Your Presentation Strategically 1. Explain the

importance of using an approach

2. Illustrate why the approach should have a theme that is related to the presentation and the prospect’s buying motives.

3. Present four types of questioning techniques for use throughout the presentation

4. Understand the importance of being flexible in your approach.

Prepare to Role Play with your partner Section 1. The Approach.

SECTION 13

SECTION 2 OF SALES PRESENTATION – PROBLEM/SOLUTION

1. Explain the importance of providing prospect with company information

2. Utilize questioning to determine needs/problems of prospect’s customers and the prospect’s business

3. Provide solutions to both customer needs and prospect’s needs

4. Demonstrate and prove utilizing benefit statements with Presentation Binder

5. Ability to do an effective product demonstration – getting prospect involved

Prepare to Role Play Section 2. Problem/Solution with your partner

6. Understand how to prepare a Presentation Binder

SECTION 14

SECTION 3 OF SALES PRESENTATION – HANDLING OBJECTIONS

1. Explain why a salesperson should welcome a prospect’s objections

2. Describe what to do when objections arise

3. Discuss seven points to consider in meeting a prospect’s objections

4. Explain 5five major categories of objections and give an example of how to handle each

5. Present, illustrate and use in presentation several techniques for meeting prospect objections

6. Describe what to do after meeting an objection

Prepare to Role Play Section 3. Handling Objections with your partner

SECTION 15

SECTION 4 OF SALES PRESENTATION – THE CLOSE

1. Explain when to close

2. Explain why you must prepare to close more than once

3. Discuss the 12 keys to a successful close

4. Present, illustrate and the five different techniques for closing the sale

Prepare to Role Play Section 4. The Close with your partner

SECTION 16

PHASE 5 OF SELLING PROCESS – POST-SALE SUPPORT –After the Sale Continuous Service and Follow-up

1. State why service and follow-up are important to increasing sales

2. Build relationships

3. Discuss how follow-up and service result in account penetration and improved sales

4. List the eight steps involved in increasing sales

SECTION 17 – PREPARATION FOR FINAL SALES PRESENTATION

SECTION 18 – BEGIN TAPING SALES PRESENTATIONS


16. UNIQUE ASPECTS OF COURSE (such as equipment, specified software, space requirements, etc.) Students must demonstrate their knowledge and understanding of the course by actually presenting and demonstrating via the final sales presentation with their Presentation Binders and Product Samples without notes. Use of technology: power points, videos/DVDs, examples of previous students’ presentations on DVD’s; and use of technology for Research Project using WCC databases; example of CRM sales technology; use of You Tube examples of various topics of interest. Class is taught in Seminar Room WITH A CAMERA to tape various role plays during the semester AND the final sales presentations. Seminar Room is perfect for this course. Students learn how to integrate this course into not only other courses but to their daily lives and future employment. I include information from various organizations I belong to so that they see and experience recent trends. Communication, no matter what a student decides to do in the future, is key to their success – I want them to be the best and utilize everything at my disposal to make this happen. APPENDIX I: REQUIRED TEXTS AND/OR MATERIALS (Include Supplementary Readings) Fundamentals of Selling, Charles Futrell APPENDIX II: - CATALOG DESCRIPTION: (Approximately 65 words or less)

APPENDIX II: - CATALOG DESCRIPTION: (Approximately 65 words or less) This introductory course to professional selling provides students with the theory, concepts and skills of a professional salesperson. The primary focus is on professional business-to-business consultative selling that creates long-term profitable relationships. Topics covered include psychology of selling; relationship building; knowing your customer, product and competition; prospecting; developing a sales presentation; creating customer retention with value-added service and follow-up.

Reminder: Per Middle States recommendation, the individual course outline that you prepare for your students must include the departmental STUDENT LEARNING OUTCOMES from the syllabus, (#11). Instruments (i.e. assignments, exams, projects, experiments, performances, etc.) are at the discretion of the department.


General Education Committee Statement of Values for Westchester Community College Students

The General Education Committee presents this document of values that the community holds for our students. These skills, abilities, knowledge and attitudes cross disciplines and prepare our students to be life-long learners. Based on the focus groups we conducted, the feedback from faculty and administrators, and the mission of the college, we have created a document that reflects these values. (Approved, Faculty Senate 12/2/11)

Skills & Abilities

Communication Skills: Reading, Writing &Speech—Ability to: o Make oneself clear to others through effective written and oral expression o Write a coherent text within a college level form o Revise and improve a text o Comprehend, analyze and evaluate college level written material o Prepare, deliver, and critically evaluate oral presentations

Critical Thinking and Problem Solving Skills – Ability to: o Identify, analyze, and evaluate arguments as they occur in their own or others’ work o Develop well-reasoned arguments o Develop a scientific-inquiry based approach

Information and Technology Literacy Skills - Ability to: o Determine the extent and type of information needed o Access the needed information effectively and evaluate it critically o Use information ethically and legally o Synthesize information logically to support an argument or claim o Adapt knowledge and skills to changing technologies o Use technology to improve and enhance learning and to meet personal needs

Knowledge& Attitudes

Learning to be a successful learner – Ability to: o Pose questions, take a point of view and research it, be resourceful, construct an

argument, analyze information, look further & deeper o Work cooperatively o Adopt the habits and strategies that facilitate academic success o Integrate life experiences into learning o Embrace the culture of higher education o Persist at a task


Global Awareness and a Sense of Community and Responsibility o Develop an understanding of the world and one’s place in it o Recognize and appreciate different cultures o Understand the larger community and our responsibility to contribute to it(Civic

Engagement) o Develop a sense of history, geography, sustainability and commerce o Demonstrate creativity and individual expression o Engage in academic and extracurricular activities to expand self-awareness, develop

talents and abilities, and cultivate a sense of community (College Experience)

syllabus form westchester community ......course #: mkt 103 2. name of originator or revisor:...

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