30230 - PERSONAL SELLING

Knowledge about fundamentals of marketing is recommended.

The field of selling is characterized by extremely attractive job opportunities, especially because of the increasing complexity and professionalism of these profiles, as well as the lack of applicants and talents with a specific academic background on these topics.

The role and contribution of salespeople in the selling firm’s processes are addressed. The focus is on the following topics:

• Managing the selling process: from transaction to relationship.
• The changing role, nature and activities of salespeople.
• Key competencies, skills and behaviours of salespeople.
• Analyzing and managing a portfolio of relationships with customers.
• The impact of technology on the sales job.
• From selling products to selling solutions and value.
• Managing the different phases of the selling process: from prospecting to follow-ups
• Managing interpersonal relationships with customers.
• Understanding and practicing adaptive selling
• Listening skills.
• Communication skills.
• Negotiation skills.

• Explain the typical talents possessed by successful salespeople.
• Illustrate and understand the typical activities performed by salespeople.
• Describe analytical tools and decision-making methods to practical choices.
• Recognize own behaviours and counterparts' behaviours in interpersonal interactions.
• Explain how listening, communication and negotiation skills in interpersonal interactions work.
• Learn how to best manage each phase of the typical selling process.

• Apply in practice the key concepts and principles learnt.
• Apply analytical tools and decision-making methods to practical choices.
• Analyze own behaviours and counterparts' behaviours in interpersonal interactions.
• Develop listening, communication and negotiation skills in interpersonal interactions.
• Design a sales pitch for a prospect and an engaging communication with him/her.

• Face-to-face lectures
• Guest speaker's talks (in class or in distance)
• Exercises (exercises, database, software etc.)
• Case studies /Incidents (traditional, online)
• Group assignments
• Interactive class activities (role playing, business game, simulation, online forum, instant polls)

• Guest speakers present real world cases about how they manage personal selling processes.
• Case studies focus on customer portfolio analysis.
• Exercises focus on recognizing objections types and managing them.
• Role plays are specifically developed to foster listening, communication and negotiation skills in interpersonal selling processes.
• Group projects: planning a call, preparing and managing a presentation to a prospect.

• Written exam, mix of open and multiple choice questions.
• Up to 3 extra points based on group projects, evaluated by professors and peers

Written exam, mix of open and multiple choice questions.

• S. CASTLEBERRY, J. TANNER, Selling: Building Partnerships, McGraw­Hill Irwin, 11th Edition (only the chapters discussed in class).
• Slides by the Professors, including Guest Speakers' presentations

• S. CASTLEBERRY, J. TANNER, Selling: Building Partnerships, McGraw­Hill Irwin, 11th Edition (all chapters).