Sales Management

The aim of this module is to enable international learners to apply a broad understanding of the theory and practice of sales management and personal selling to a foreign workplace environment.

On successful completion of this module learners should be able to

  1.  Describe the origins of sales management and its relationship with marketing
  2. Discuss how the principles of sales management influence sales managers on a day to day basis
  3. Evaluate the roles and responsibilities of the range of sales functions
  4. Evaluate the impact of the marketing mix and the product life cycle on the techniques used in sales
  5. Implement a range of pre-sales meeting preparation techniques
  6. Apply in practice the theoretical aspects of the personal selling process
  7. Have an insight into the Irish sales management environment


Course Content:

Session 1

The Sales Management Environment: origins of sales management; definitions and objectives of sales and management; managing versus selling;  distinguishing sales from marketing; corporate examples of sales management in practice; ‘push versus pull’ techniques; Irish sales environment weekly article no. 1.

Session 2

The Principles of Sales Management: sales representatives and sales managers as corporate ambassadors; sales responsibility; sales as a budgeting tool; new selling techniques and industry changes;  the role of sales in the channel of distribution; corporate and practical examples of the six principles of sales management in action; Irish sales environment weekly article no. 2.

Session 3

Functions of Selling: the inter-sales function – issues around the sales department structure and management vis-a-vis other departments;  the intra-sales function – roles, responsibilities and positions within a sales department; Irish sales environment weekly article no. 3.

Session 4

Sales and Marketing Relationship – The 4P’s:  impact of Product, Price, Place and Promotion decisions on sales techniques; case study; Irish sales environment weekly article no. 4.

Session 5

Sales and Marketing Relationship – The Product Life Cycle: 6 stage PLC versus 4 stage PLC; scenario – initial thoughts on sales responsibilities per PLC stage; sales responsibilities and techniques for each PLC stage – introduction, growth, maturity, decline; techniques and responsibilities for pre-introduction and post decline stages.

Session 6

Sales Documentation: maximising the effect of sales letters; organising sales appointments; the sales input into brochures and other corporate publications; sales environment weekly article no. 5.

Session 7

Personal Selling Process – Secondary Responsibilities:  introduction to personal selling and the 7 stage model; customer relationship management; self management and motivation; implementing sales and marketing strategies; sales environment weekly article no. 6.

Session 8

Personal Selling Process – Pre-Primary Responsibilities: meeting preparation techniques;negotiation leeway level; product and competitor product orientation; setting sales objectives; understanding buyer behaviour; setting negotiation objectives; concession analysis; balance of power assessment; sales environment weekly article no.  7.

Session 9 & 10

Personal Selling Process – Primary Responsibilities: Seven Stage Personal Selling Process;  opening meetings; identifying buyer needs;demonstrating the product; objection handling techniques; negotiation skills; closing skills; exiting and  follow up strategies; sales environment weekly article no. 8.

Exam Preparation

Syllabus overview, learning objectives reviewed, exam technique, study methods.

Reading Lists and Other Resources

Textbook / Journal based Resources:

Donaldson, Bill. Sales Management : Principles, Process and  Practice.  3rd ed. Palgrave, 2007.

Jobber,David and Geoffrey Lancaster. Selling and Sales Management. 8th ed. Prentice Hall, 2009.

Spiro,  Rosanne,Gregory A Rich William J Stanton. Management of a Sales Force. 12th ed. McGraw-Hill,  2008.

Johnston, Mark W  and Greg Marshall. Sales Force Management.  10th ed. McGraw-Hill, 2010.