BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ Autumn 2015 Dale Anne Davidson 250 Fisher Hall davidson.399@osu.edu Office hours: scheduled 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 REQUIRED COURSE MATERIALS Required textbooks: 1. ISBN # 0-­‐07-­‐051113-­‐6; SPIN Selling; Neil Rackham; McGraw-­‐Hill, no edition number 2. ISBN # 978-­‐0-­‐9897013-­‐3-­‐4; Transformative Selling Becoming a Resource Manager and a Knowledge Broker; Adam Rapp, Joe Calamusa, and Daniel G. Bachrach, 2014, Wessex, Inc. Do NOT delay in purchasing textbooks. Both textbooks are required for reading assignments, role-­‐play preparation, and quizzes. First quiz is Friday, August 28, 2015. (REFER to course schedule in syllabus for all quiz dates.) 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 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. COURSE SYLLABUS (BUSML4221), Version 1 – 08-­‐13-­‐2015 1 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ Autumn 2015 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. In order to derive the maximum benefit from class, attendance and participation are required and will be graded. Please note: 1. Simply attending class is NOT sufficient basis for class participation. 2. Class participation and attendance is a combined grade. Excellent attendance alone will not earn an excellent combined grade. CLASSROOM BEST PRACTICES 1. ELECTRONICS-­‐FREE CLASSROOM – ENFORCED a. Laptop, tablet, and cell phone usage during class is not tolerated. b. All electronics are to be set in airplane mode before the start of class. 2. Punctuality is expected. 3. Reading assignments (listed under course schedule) must be completed BEFORE the beginning of each class to enable: a. Participation in class discussions and exercises. b. Successful completion of quizzes. 4. Textbook to be brought to all classes as noted in syllabus. 5. Quiz deadline will NOT be extended except for severe illness documented by a physician’s excuse. 6. Sign the attendance sheet at the beginning of each class. 7. Contact me immediately if a group issue develops – do not wait until group assignment is due. 8. The most current syllabus will always be available via Carmen. 9. ALL reading assignments, homework, and group assignment due dates are listed in the syllabus. As a courtesy for graded items, I normally send a reminder 1-­‐2 days in advance of due dates Keep in mind that it is each student’s responsibility to know what is in the syllabus and all due dates. 10. Please display name tags at beginning of each class and return at the end of each class. CARMEN QUIZZES Online (Carmen) quizzes to be given weekly. Quizzes cover information from assigned weekly readings and classroom lectures/discussions/exercises. 1. Quizzes are active on Carmen each Friday, 12 Noon through Sunday, Midnight. 2. Each quiz has a time limit to complete, based on total number of questions which vary, week-­‐
to-­‐week. 3. Each quiz is closed and inaccessible after Sunday, Midnight deadline, NO exceptions. 4. Hardcopy reference materials may be used during the quiz. COURSE SYLLABUS (BUSML4221), Version 1 – 08-­‐13-­‐2015 2 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ Autumn 2015 5. ALL quiz grades count toward accumulated quiz grade. (This means the lowest quiz grade WILL NOT BE DROPPED.) 6. Make up quizzes are NOT available. ROLE-­‐PLAY (GROUP ASSIGNMENTS) Group size based on final class enrollment and students will choose their group members during class, Thursday, August 27. Role-­‐play directions will be provided in a separate document later in the term. EVALUATION Course grade is based on the following weights: Class participation/attendance 20% (Value-­‐added participation in practice role-­‐plays, quality of small group work, value-­‐added peer feedback) Group role-­‐play 30% (Sellers 50%; Buyers 50%; grade based on preparation, quality, demonstrated selling skills, individual performance, and group synergy) Homework Assignment #2 10% (SPIN Questions) Homework Assignment #3 15% Weekly quizzes (FABs and Objections) 25% (Quiz questions comprised from lectures and assigned readings.) 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 (BUSML4221), Version 1 – 08-­‐13-­‐2015 3 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ Autumn 2015 COURSE SCHEDULE NOTE: All reading assignments to be completed BEFORE beginning of class. Week # Date Topic 1 TU 8-­‐25 1. Class introduction, includes: discussion of course objectives, syllabus, in-­‐class exercises, group role-­‐plays, and classroom etiquette. 2. Each student to present 60 second “elevator pitch” to introduce themselves to the class a. Refer to welcome email for further instructions 1 TH 8-­‐27 1. Students choose role-­‐play groups during class 2. Transformative Selling – Forward & CH 2 – Allocating Personal Resources and Sourcing Prospects 3. In-­‐class exercises 1 2 FR 8-­‐28 TU 9-­‐1 1.
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Quiz #1, Forward and CH 2 – Transformative Selling Transformative Selling – CH 3 – Becoming a Knowledge Broker In-­‐class exercises Homework #1 (ungraded), DUE 9 a.m., Thursday, 9-­‐3 Provide role-­‐play company names for both the buyer and seller companies, PLUS the product that will be sold (companies and product must be approved by instructor) 2 TH 9-­‐3 1.
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Homework #1 due, 9 a.m. today Review role-­‐play(s) assignment to class SPIN Selling – CH 1-­‐4 In-­‐class exercises Homework #2 – (graded) – SPIN Questions – DUE Tuesday, 9-­‐8, 9 a.m. (via email) a. Research assigned role-­‐play companies and selling product b. Complete role-­‐play outline c. Utilize SPIN techniques from SPIN Selling, (chapters 1-­‐4) each student is to write the following for your selling company: COURSE SYLLABUS (BUSML4221), Version 1 – 08-­‐13-­‐2015 4 Week # 2 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ Autumn 2015 Date TH 9-­‐3 (con’t) Topic 2 FR 9-­‐4 1. Quiz #2, CH 3 Transformative Selling and CH 1-­‐4 SPIN Selling 3 TU 9-­‐8 1. Homework #2 DUE TODAY, 9 AM – SPIN questions (email file to instructor and bring hard copy to class on Thursday) 2. Guest Lecturer – Nestle USA Sales 3 TH 9-­‐10 1. Role-­‐play practice a. This assignment will utilize research from homework #1 and #2 assignments – bring hard copies to class b. 15 minutes to be allotted for group preparation (writing sales call goals, preparing the approach, and needs analysis questions) Groups randomly chosen to present practice role-­‐play during class c. Each group will have 2 minutes to present 3 4 FR 9-­‐11 TU 9-­‐15 1.
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4 TH 9-­‐17 4 FR 9-­‐18 1. Homework #3, FABS and OBJECTIONS, DUE TODAY, 9 a.m. via email, bring hard copy to class today 2. Role-­‐play practice during class a. Role-­‐play practice utilizes FABs and objections from homework assignment b. Unexcused absence will result in one letter grade reduction for written FAB and objection homework assignment 1. Quiz #3, SPIN Selling CH 5-­‐6 1 Situation question 1 Problem question 1 Implication question 1 Need-­‐payoff question (Groups are responsible for writing additional SPIN questions for use during graded role-­‐plays) d. Consolidate all work into ONE group submission; utilize SPIN question and outline forms on Carmen e. Email files to instructor no later than 9 am, Tuesday, 9-­‐8 (DROPBOX not provided) f. Bring hard copy homework assignment to class, Thursday, 9-­‐10 i.
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NO QUIZ THIS WEEK Guest Lecturer – Pepsico (Tentative) (Sales process and FABs) SPIN Selling – CH 5-­‐6 Homework #3, FABS and OBJECTIONS, DUE Thursday, 9-­‐17, 9 a.m. via email, bring hard copy to class Thursday COURSE SYLLABUS (BUSML4221), Version 1 – 08-­‐13-­‐2015 5 Week # 5 BUSML4221 PROFESSIONAL SELLING Ÿ COURSE SYLLABUS Ÿ Autumn 2015 Date TU 9-­‐22 Topic 1. Transformative Selling – CH 4 – Reason and Role – Account Needs and Processes 2. Small group exercises 5 TH 9-­‐24 5 FR 9-­‐25 1.
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6 TU 9-­‐29 1. Transformative Selling – CH 6 – Forecasting, KPIs, and Customer Portfolio Management. 2. Group Exercises 6 TH 10-­‐1 1. Transformative Selling – CH 7 – Account Management Planning, Strategies, and Blueprinting 2. Group Exercises 6 FR 10-­‐2 1. Quiz #5, Transformative Selling – CH 6-­‐7 7 TU 10-­‐6 1. Role-­‐play Part 1 and 2 – Group A a. Groups 1-­‐4 b. Only groups presenting need attend class 7 WE 10-­‐7 1. Role-­‐play Part 1 and 2 – Group C a. Groups 9-­‐12 (Tentative 3pm to 5 pm, place TBA) b. This is outside normal class time 7 TH 10-­‐8 1. Role-­‐play Part 1 and 2 – Group B a. Groups 5-­‐8 b. Only groups presenting need attend class Transformative Selling – CH 5 – Building the Account Portfolio Guest Lecturer – Brooksource Small group exercises Quiz #4, Transformative Selling – CH 4-­‐5 UNIVERSITY/COLLEGE EXPECTATION The University and College expectation is that students spend two hours outside of class for every hour spent in class. Since this course meets 3 hours per week, you should expect to spend 6 hours per week outside of class on course-­‐related work. PHOTOGRAPHS Please submit a photograph, headshot only, via email to davidson.399@osu.edu. Photographs are due no later than Friday, August 28, 2015. Submit ONLY the following formats: JPEG, JPG, or PNG. Photo size MUST be 250KB or larger file size. I can crop your photo if you do not have the capability. REVISIONS The syllabus may be revised to accommodate changes in class enrollment. COURSE SYLLABUS (BUSML4221), Version 1 – 08-­‐13-­‐2015 6