Main topics of study:

Part One – Sales Perspective

Development & Role of Selling in Marketing:

• Background
• The Nature & Role of Selling
• Types of Selling
• Image of Selling
• The Nature & Role of Sales Management
• The Marketing Concept
• Implementing the Marketing Concept
• The Relationship Between Sales & Marketing

Sales Strategies:

• Sales & Marketing Planning
• The Planning Process
• Establishing Marketing Plans
• The Place of Selling in the Marketing Plan

Consumer & Organisational Buyer Behaviour:

• Differences Between Consumer & Organisational Buying
• Consumer Buyer Behaviour
• Factors Affecting the Consumer Decision-making Process
• Organisational Buyer Behaviour
• Factors Affecting Organisational Buyer Behaviour
• Developments in Purchasing Practice
• Relationship Management

Part Two – Sales Technique

Sales Responsibilities & Preparation:

• Sales Responsibilities
• Preparation

Personal Selling Skills:

• The Opening
• Need & Problem Identification
• The Presentation & Demonstration
• Dealing with Objections
• Negotiation
• Closing the Sale
• Follow-up

Key Account Management:

• What is Key Account Management?
• Advantages & Dangers of Key Account Management
• Deciding Whether to Use Key Account Management
• The Tasks & Skills of Key Account Management
• Key Account Management Relational Development Model
• Global Account Management
• Building Relationships with Key Accounts
• Key Account Information & Planning System

Relationship Selling:

• From Total Quality Management to Customer Care
• From JIT to Relationship Marketing
• Reverse Marketing
• From Relationship Marketing to Relationship Selling
• Tactics of Relationship Selling

Direct Marketing:

• What is Direct Marketing?
• Database Marketing
• Managing a Direct Marketing Campaign

Internet & IT Applications in Selling & Sales Management:

• Overview of Internet & IT Applications in Selling & Sales Management
• The Internet
• Customer Relationship Management
• Sales Management Applications of IT
• Applications of IT in Retail Sales & Marketing

Part Three – Sales Environment

Sales Settings:

• Environmental & Managerial Forces Impacting Sales
• Sales Channels
• Industrial/Commercial/Public Authority Selling
• Selling for Resale
• Selling Services
• Sales Promotions
• Exhibitions
• Public Relations

International Selling:

• Introduction
• Economic Aspects
• International Selling at Company Level
• Cultural Factors in International Selling
• Organisation for International Selling
• Pricing
• Japan – A Study in International Selling

Law & Ethical Issues:

• The Contract
• Terms & Conditions
• Terms of Trade
• Business Practices & Legal Controls
• Ethical Issues
• Part Four – Sales Management

Recruitment & Selection:

• The Importance of Selection
• Preparation of the Job Description & Specification
• Identification of Sources of Recruitment & Methods of Communication
• Designing an Effective Application Form & Preparing a Shortlist
• The Interview
• Supplementary Selection Aids

Motivation & Training:

• Motivation
• Leadership
• Training

Organisation & Compensation:

• Organisational Structure
• Determining the Number of Salespeople
• Establishing Sales Territories
• Compensation

Part Five – Sales Control

Sales Forecasting & Budgeting:

• Purpose
• Planning
• Levels of Forecasting
• Qualitative Techniques
• Quantitative Techniques
• Budgeting
• Budget Determination
• The Sales Budget
• Budget Allocation

Salesforce Evaluation:

• The Salesforce Evaluation Process
• The Purpose of Evaluation
• Setting Standards of Performance
• Gathering Information
• Measures of Performance
• Appraisal Interviewing

Reading List

Main Text:
Selling & Sales Management – Geoffrey Lancaster & David Jobber (Pitman)

Alternative Texts and Further Reading:
Selling: Management & Practice – P Allen (Pitman)