BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ FALL 2012 Dale Anne Davidson 250 Fisher Hall davidson.399@osu.edu Office hours: by appointment University attendance policy first week of class: Fisher College of Business strongly enforces University attendance policies. As per University rule 3335-­‐8-­‐33, any student may be dis-­‐enrolled from a course for failure to attend by the first Friday of the term, or by the 3rd instructional day of the term, or by the second class meeting, whichever occurs first. http://trustees.osu.edu/rules/university-­‐rules/rules8/ru8-­‐33.html COURSE MATERIALS Required textbook package (with value pricing) ISBN: 0-­‐077-­‐70494-­‐0 Textbook package includes the following three textbooks: 1. Custom text, Selling: Building Partnerships 2. Customer Centric Selling 3. SPIN Selling The special value package is available at University bookstores and is required. Do NOT delay in purchasing textbooks. The text is required for first quiz, August 28, 2012. COURSE DESCRIPTION Principles of effective B2B professional selling: current practices that integrate B2B professional selling with marketing programs; application of B2B professional selling to broader business contexts. COURSE KNOWLEDGE GOALS Professional B2B selling is a challenging and rewarding career path and will prepare you for professional sales, sales management, business management, or entrepreneurship. Selling is one of the most dynamic aspects of today’s business strategy. This course focuses on B2B professional selling and by the end of this course you should be able to discuss and be familiar with: 1. The field of selling; including selling, sales people, and building partnering relationships. 2. Knowledge and skill requirements to be learned include: ethical and legal issues in selling; buying behavior and the buying process; using COURSE SYLLABUS, REV. 8-­‐11-­‐2012 1 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ FALL 2012 communication principles to build relationships; and adaptive selling for relationship building. 3. The partnership process; including prospecting, planning the sales call, making the sales call, strengthening the presentation, responding to objections, obtaining commitment, formal negotiating, and building long-­‐
term partnerships after the sale. 4. The salesperson as manager, including managing your time and territory, managing within your company, and managing your career. CLASS PARTICIPATION/ATTENDANCE Class performance and attendance are critical to success in this class. The sales arena is engaging, interactive, and dynamic and will be treated as such in class with the use of role-­‐plays, class exercises, mini-­‐case discussions, and graded, group role-­‐plays. Class participation is graded separately from class attendance. In order to derive the maximum benefit from class your attendance and participation are required and will be graded. Note, simply showing up to class is not sufficient basis for class participation. Participation, as defined by Dictionary.com, can be found at http://dictionary.reference.com/browse/participation?s=t It is highly recommended that reading assignments be completed before the beginning of each class to enable successful completion of assigned quizzes and to actively engage in classroom activities. A complete list of reading assignments/dates is listed under course schedule. CARMEN QUIZZES Short, online quizzes via Carmen are assigned to reading assignments and are to be completed BEFORE class. Check course schedule for quiz dates. The purpose of these quizzes is to compel students to become familiar with reading assignments before attending class and to be prepared to fully participate in class activities. This allows class time to be more productive as the class builds on what has been learned in the reading materials. Quizzes have a time limit to complete, based on total number of questions, and are closed out and inaccessible after the beginning of each class. The lockdown browser is activated for all quizzes. Hardcopy reference materials can be used during the quiz. Make up quizzes are not available. The lowest quiz grade is dropped. COURSE SYLLABUS, REV. 8-­‐11-­‐2012 2 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ FALL 2012 ROLE-­‐PLAY (GROUP ASSIGNMENTS) Groups of 3-­‐4 students will automatically be generated by Carmen for the graded group role-­‐plays. Role-­‐play assignment and complete directions will be provided in a separate document and discussed during class on September 9. EVALUATION Course grade is based on the following weights: On-­‐line quizzes 30% Class attendance* 20% Class participation 20% Group role-­‐play # 1 15% (75% individual role-­‐play/25% group) Group role-­‐play # 2 15% (75% individual role-­‐play/25% group) NO FINAL EXAM *Class attendance: Chapter quizzes, group work, and in-­‐class exercises in lieu of a final exam 1. Absences will be excused when meeting the following criteria: 1. Illness documented by doctor’s note 2. Job interview documented by interviewer’s note to include interview time and date 2. Attendance counts double on Group role-­‐play days OSU Standard Grade Scheme to be used: Grade Start % Grade Start % Grade Start % A 93 B-­‐ 80 D+ 67 A -­‐ 90 C + 77 D-­‐ 60 B + 87 C 73 E 0 COURSE SYLLABUS, REV. 8-­‐11-­‐2012 3 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ FALL 2012 COURSE SCHEDULE (Tue/Thu 5:30-­‐6:50 pm) 305 Schoenbaum Hall) Week # Date 1 TH 8-­‐23 2 TU 8-­‐28 Topic Class introduction to include review of course objectives, syllabus, in-­‐class exercises and role-­‐plays, and classroom etiquette SPIN Selling, chapters 1, 2, 3, and 4 Sales Behavior and Sales Success Obtaining Commitment: Closing the Sale Customer Needs in the Major Sale The SPIN Strategy Read and become familiar with Case 1 and Case 2 Role-­‐play in Selling: Building Partnerships, RP-­‐496 and RP-­‐500 (in-­‐class role-­‐plays will be based on these two cases to start September 4, 2012) In-­‐class exercises and/or mini role-­‐plays *Quiz due – SPIN Selling chapters 1, 2, 3, and 4 2 TH 8-­‐30 SPIN Selling, chapters 5, 6, 7, and 8 Giving Benefits in Major Sales Preventing Objections Preliminaries: Opening the Call Turning Theory into Practice In-­‐class exercises and/or mini role-­‐plays *Quiz due – SPIN Selling chapters, 5, 6, 7, and 8 3 TU 9-­‐4 Selling: Building Partnerships, chapters 2 and 5 Ethical and Legal Issues in Selling Adaptive Selling for Relationship Building Selling: Building Partnerships, chapter 6 – Be familiar with chapter and the 7 stages of the sales cycle – this will NOT be included in the quiz In-­‐class exercises and/or mini role-­‐plays *Quiz due – Selling: Building Partnerships, chapters 2 and 5 COURSE SYLLABUS, REV. 8-­‐11-­‐2012 4 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ FALL 2012 Week # Date 3 TH 9-­‐6 Topic Customer Centric Selling, chapters 1, 2, and 3 What is Customer Centric Selling? Human Buying Behavior Power to the Buyers Group assignments distributed during class Review group role-­‐play assignment/expectations In-­‐class exercises and/or mini role-­‐plays *Quiz due – Customer Centric Selling, chapters 1, 2, and 3 4 TU 9-­‐11 Customer Centric Selling, chapters 4, 5, and 6 Opinions – Fuel that Drives Corporations Success Without Sales-­‐Ready Messaging Core Concepts of Customer Centric Selling In-­‐class exercises and/or mini role-­‐plays *Quiz due – Customer Centric Selling, chapters 4, 5, and 6 4 TH 9-­‐13 5 TU 9-­‐18 Group role-­‐play preparation time – class time to be used to prepare group role-­‐play projects – instructor will be available to offer guidance and to answer questions Customer Centric Selling, chapters, 7, 14, and 9 Defining the Sales Process Qualifying Buyers Features vs. Customer Usage Customer Centric Selling, chapter 8 – be familiar with this chapter – content will NOT be included on the quiz Integrating the Sales and Marketing Processes In-­‐class exercises and/or mini role-­‐plays *Quiz due – Customer Centric Selling, chapters 7, 14, and 9 DUE: 5:00 PM EDT – ALL GROUPS – Role-­‐play outline for buying and selling companies plus objections/responses for role-­‐play #1 – email assignment to Davidson.399@osu.edu 5 TH 9-­‐20 6 TU 9-­‐25 Role-­‐play #1 Groups 1, 2, 3, and 4 Role-­‐play #1 Groups 5, 6, 7, and 8 COURSE SYLLABUS, REV. 8-­‐11-­‐2012 5 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ FALL 2012 Week # Date 6 TH 9-­‐27 Topic Customer Centric Selling, chapters 10 and 13 Creating Sales-­‐Ready Messaging Developing Buyer Vision Through Sales-­‐Ready Messaging Customer Centric Selling, chapter 12 – be familiar with this chapter – information will NOT be included on the quiz *Quiz due – Customer Centric Selling, chapters 10 and 13 7 TU 10-­‐2 Customer Centric Selling, chapters 15, and 16 Negotiating and Managing a Sequence of Events Negotiation: The Final Hurdle DUE: 5:00 PM EDT – ALL GROUPS – objections/responses for Role-­‐Play #2 – email assignment to Davidson.399@osu.edu *Quiz due – Customer Centric Selling, chapters 15 and 16 7 TH 10-­‐4 8 TU 10-­‐9 (Last day of class) Role-­‐play #2 Groups 1, 2, 3, and 4 Role-­‐play #2 Groups 5, 6, 7, and 8 PHOTOGRAPHS Please submit a small photograph, headshot only, via email to Davidson.399@osu.edu. Photographs are due no later than August 28. Submit one of the following formats: JPEG, JPG, or PNG. I can crop your photo if you do not have the capability. COURSE SYLLABUS, REV. 8-­‐11-­‐2012 6