BUSML4221 PROFESSIONAL SELLING COURSE SYLLABUS SPRING 2014 Dale Anne Davidson 250 Fisher Hall davidson.399@fisher.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 REQUIRED COURSE MATERIALS Required textbooks: 1. ISBN # 0-­‐07-­‐051113-­‐6; SPIN Selling; Neil Rackham; McGraw-­‐Hill, no edition number 2. ISBN # 978-­‐0-­‐415-­‐52350-­‐9; Contemporary Selling, Building Relationships, Creating Value; Mark W. Johnston & Greg W. Marshall, 4th Edition, Routledge Do NOT delay in purchasing textbooks. The text is required for reading assignments and quizzes. First quiz is January 17, 2014. (REFER to course schedule portion of syllabus for all quiz dates.) 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. 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. COURSE SYLLABUS (BUSML4221), REV1 – 01-­‐04-­‐2014 1 BUSML4221 PROFESSIONAL SELLING COURSE SYLLABUS SPRING 2014 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. 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 a. Laptop, tablet, and cell phone usage during class is not tolerated 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 must be brought to all classes (except during graded-­‐role-­‐play classes.) 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. CARMEN QUIZZES Online (Carmen) quizzes to be given weekly. Quizzes cover information from assigned weekly readings and classroom lectures/discussions/exercises. 1. Quizzes active on Carmen each Friday, 9 AM through Sunday, 9 PM. 2. Each quiz has a time limit to complete, based on total number of questions which will vary, week to week. 3. Each quiz is closed and inaccessible after Sunday, 9 PM deadline. 4. Respondus LockDown Browser is required to take quizzes and to view quiz results. a. This means the quiz can only be attempted when using the Respondus LockDown Browser. If a student doesn’t have it installed the student will be given a link to do so. COURSE SYLLABUS (BUSML4221), REV1 – 01-­‐04-­‐2014 2 BUSML4221 PROFESSIONAL SELLING COURSE SYLLABUS SPRING 2014 b. If Respondus LockDown Browser is not compatible with a student’s personal computer, laptop, or tablet it is the student’s responsibility to take the quiz in one of the university computer labs. 5. Hardcopy reference materials may be used during the quiz. 6. Make up quizzes are not available. ROLE-­‐PLAY (GROUP ASSIGNMENTS) Group assignments to be randomly created via Carmen. Group size based on final class enrollment. Role-­‐play directions to be provided later in the term. Role-­‐plays will be video taped and groups can view their performance online. EVALUATION Course grade is based on the following weights: Class participation/attendance 20% Group role-­‐play #1 20% (Sellers 70%; Buyers 30% -­‐-­‐ grade based on quality, preparation, individual performance and group synergy) Group role-­‐play #2 20% (Sellers 70%; Buyers 30% -­‐-­‐ grade based on quality, preparation, individual performance and group synergy) Weekly quizzes FINAL, COMPREHENSIVE QUIZ 25% 15% 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), REV1 – 01-­‐04-­‐2014 3 BUSML4221 PROFESSIONAL SELLING COURSE SYLLABUS SPRING 2014 COURSE SCHEDULE NOTE: All readings to be completed BEFORE beginning of class. Week # Date Topic 1 TU 1-­‐7 1. Class introduction, includes: discussion of course objectives, syllabus, in-­‐class exercises, group role-­‐plays, and classroom etiquette. 2. CH 1, Introduction to Selling 1 TH 1-­‐9 1. CH 3, page 55 – Value Creation in Buyer-­‐Seller Relationships 2. Appendix: Selling Math, page 72 3. In-­‐class exercises 2 TU 1-­‐14 1. CH 4, page 83 – Ethical and Legal Issues in Contemporary Selling 2. In-­‐class exercises and/or mini role-­‐plays 2 TH 1-­‐16 1. Review role-­‐play(s) assignment 2. Hand out group assignments (Buyer/Seller company names and product) 3. CH 6, page 131 – Prospecting and Sales Call Planning 4. In-­‐class exercises 5. Homework assignment – DUE Thursday, 1-­‐23 Research assigned role-­‐play companies and selling product Utilizing SPIN techniques from SPIN Selling, chapters 1-­‐4, write the following for your selling company: — 2 situation questions — 2 problem questions — 2 implication questions — 2 need-­‐payoff questions Bring hard copy homework assignment to class, Thursday 1-­‐
23 (In addition, email Word version copy to instructor) o 1 copy for instructor and a copy for each group member o Include name, group number, and buying/selling company in header 2 FRI 1-­‐17 1. Quiz opens at 9AM for chapters 1, 3, 4, 6, Appendix (page 72), and class lectures (January 7 through 16) 3 TU 1-­‐21 1. CH 1-­‐6 SPIN Selling, pages 1-­‐135 2. SPIN Selling in-­‐class exercises COURSE SYLLABUS (BUSML4221), REV1 – 01-­‐04-­‐2014 4 BUSML4221 PROFESSIONAL SELLING COURSE SYLLABUS SPRING 2014 Week # 3 Date TH 1-­‐23 Topic 1. Homework assignment DUE, bring to class 2. Group work – assignment provided at beginning of class a. This assignment will utilize research from your homework assignment b. 15 minutes to be allotted for group preparation (writing sales call goals, preparing the approach, and needs analysis questions) 3. Groups randomly chosen to present assignment (Each group will have 2-­‐4 minutes to present) 3 FRI 1-­‐24 1. Quiz, SPIN Selling, chapters 1-­‐6 plus this week’s class lectures and in-­‐class work. 4 TU 1-­‐28 1. CH 7, page 131 – Communicating the Sales Message 2. In-­‐class exercises – write 10 FAB’s for your role-­‐play product 3. Homework – DUE Tuesday, Thursday, 1-­‐30 a. Prepare 10 FABs (features, advantages, and benefits) for your role-­‐play product/service b. Prepare 10 OBJECTIONS for your role-­‐play product c. Email written FABs and objections to instructor by 9 AM Thursday, 1-­‐30 (ONE copy from each group) d. Bring written FABs to class Thursday, 1-­‐30 4 TH 1-­‐30 1. CH 8, page 191 – Negotiating for Win-­‐Win solutions 2. In-­‐class exercises 3. FAB/objection homework due by 9 am, bring hardcopy to class 4 5 FRI 1-­‐31 TU 2-­‐4 1. Quiz chapter 7 and 8 plus lectures 5 TH 2-­‐6 1. Role-­‐play #1 a. 5:30 PM Class – Groups 6-­‐10 b. 7:05 PM Class – Groups 5-­‐8 5 6 FRI 2-­‐7 TU 2-­‐11 1. Quiz, comments from group role-­‐plays 1. Role-­‐play #1 a. 5:30 PM Class – Groups 1-­‐5 b. 7:05 PM Class – Groups 1-­‐4 1. Bring role-­‐play FAB’s and objections to class for in-­‐class group work 2. CH 9, page 211 – Closing the Sale and Follow-­‐up a. In-­‐class exercises and/or mini role-­‐plays COURSE SYLLABUS (BUSML4221), REV1 – 01-­‐04-­‐2014 5 BUSML4221 PROFESSIONAL SELLING COURSE SYLLABUS SPRING 2014 Week # 6 Date TH 2-­‐12 Topic 1. Role-­‐play #2 a. 5:30 PM Class – Groups 1-­‐5 b. 7:05 PM Class – Groups 1-­‐4 6 7 FRI 2-­‐13 TU 2-­‐18 2. Quiz, chapter 9 plus lectures and role-­‐play comments 7 TH 2-­‐20 1. Quiz, comprehensive – CARMEN, active during class time a. Includes all assigned chapters, class lectures and in-­‐class exercises and role-­‐plays 1. Role-­‐play #2 a. 5:30 PM Class – Groups 6-­‐10 b. 7:05 PM Class – Groups 5-­‐8 PHOTOGRAPHS Please submit a photograph, headshot only, via email to davidson.399@fisher.osu.edu. Photographs are due no later than January 9. Submit one of the following formats: JPEG, JPG, or PNG. 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), REV1 – 01-­‐04-­‐2014 6