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Program Overview

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MKTG 3451: Professional Selling

Course Description

MKTG 3451: Professional Selling is a course that provides students with an overall view of the professional selling function. Students will learn about the role of personal selling in marketing and society, and its application within organizations.

Learning Outcomes

• Explain the many types of selling opportunities in the marketplace.
• Describe how selling has evolved and how it fits with current marketing practices.
• Explain the concept of value-added selling.
• Apply different communication styles in various selling scenarios.
• Create product solutions that add value.
• Describe the buying process, and analyze buying behaviour.
• Develop and qualify prospects and accounts.
• Approach customers with an adaptive selling style.
• Investigate and diagnose customer needs.
• Make an effective sales presentation and demonstration.
• Negotiate buyer concerns.
• Identify buying signals, and perform an effective close.
• Explain ethical influences on sales decisions.
• Role-play a sales situation.

Course Topics

• Unit 1: Being a Professional Salesperson and the Sales Environment
• Unit 2: Qualify and Approach Customers with Adaptive Selling
• Unit 3: Effective Presentation, Negotiation, and Closing

Required Text and Materials

Students are responsible for purchasing the required materials on their own:

• Manning, G. L., Ahearne, M., Reece, B. L., & MacKenzie, H. F. (2022). Selling Today: Partnering to Create Value (8th Canadian ed.), Pearson.

Assessments

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

• Assignment 1: Reflections on Communication Style and Ethics Game | 15%
• Assignment 2: Meeting the Client Role-Play | 15%
• Assignment 3: Complete Sales Role-Play | 20%
• Assignment 4: Forum Posts and Reflective Summary | 10%
• Mandatory Final Exam | 40%
• TOTAL | 100%