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