COURSE SYLLABUS
SALES NEGOTIATION AND CONFLICT RESOLUTION
MARKETING 450
INSTRUCTOR
TEXTBOOK
Beverly DeMarr and Suzanne De Janasz (2013). Negotiation and Dispute Resolution, Prentice
Hall, 2013.
COURSE OBJECTIVES
One of the biggest challenges to growing a successful business venture is negotiating mutuallybeneficial contracts. Adaptive institutions must build a strong sales pipeline to ensure profitable
growth, and only through the proper preparation, implementation, and follow-through of
negotiated agreements will these institutions establish and nurture strong buyer-seller
relationships. Students will be exposed to wide-ranging topics and the responsibilities that sales
organization have with regard to the proper training of its sales staff in the art and science of
negotiation. Negotiation is not a win-lose argument, and must instead focus on reaching an
acceptable compromise, one that has profit potential for both parties. Students will come to
understand the elements of an effective sales negotiation strategy as a key component of an
organization’s overall marketing effort and its long-term customer relationship strategy. The
course is designed to teach students how to prepare, formulate, implement, and evaluate a sales
program from the perspective of both sides of the negotiation equation - - buyers and sellers.
A sales person must not only understand the negotiation sales process but also embrace the fact
that the ability to negotiate is one of the single most critical success factors of any enterprise,
whether new or ongoing. The course covers such complex areas as analyzing and assessing
negotiation scenarios, preparing for a negotiation, power and influence strategies, coalitions, and
resolving buyer-seller disputes/conflicts.
The course will extend the student’s understanding of the impact of negotiations in achieving an
organization’s goals. Course objectives include understanding the negotiation process, the
relationship between sales and marketing, customer relationship management (CRM), selling
scenarios, and issues in recruiting, training, motivating, compensating and retaining salespeople
with high-level negotiation skills.
The course provides an experiential platform for exposing students to effective scenario-based
approaches to facilitate interactive discussion including debates and multiple opportunities to
apply the theories that are discussed. The class includes significant roleplaying activities for
preparing students to negotiate in multiple settings, including those related to new customers,
lost customers, loyal and less loyal customers, and along the relationship timeline. In addition,
emphasis will be placed on understanding and developing emotional intelligence and its
importance in negotiation and persuasion.
Sales Negotiation Skills will help you to…
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Learn how to control the negotiating arena so that you maximize the likelihood of a
positive outcome
Create win-win scenarios that have your customers coming back for more
Have a plan to ensure you are set-up for success
Increase your personal influence, persuasive power and charisma
Defeat core buyer strategies and have robust strategies in place to deal with them
Reduce buyers monetary obsession and replace it with interest and desire
Learn how to effectively use questioning techniques
Understand how to present your product for maximum impact
Build longer lasting and more profitable client relationships
Know how to loosen customers that are ‘locked’ into preferred suppliers
Be able to convince hesitant customers to buy
Know how to uncover real objections and work with your customer to find your solution
Discover powerful price negotiating skills
Find the subtle techniques that convince customers to buy
Understand and leverage opening stances, bargaining areas and walk-aways
Know how to trade concessions and maximize variables effectively1
Additional Objective: Understanding Carbon Footprints (From COBE Curriculum)
There is growing concern about how greenhouse gas emissions have brought on climate change
and global warming. Many businesses are already taking steps to limit greenhouse gas emissions.
Moreover, since Barak Obama has become president, the U.S. policy towards greenhouse gas
emissions has changed. Following an already-implemented European model, the administration
is currently advocating legislation to limit carbon dioxide emissions using a cap-and-trade
system. This new approach necessarily affects many facets of a business organization.
Discussion of carbon emissions as an interdisciplinary addition to the core curriculum will
prepare students in the College of Business and Economics to be proactive participants in this
new scheme and to impart knowledge of this new business reality to their future employers.
Additional Objective: Maintaining Ethical Behavior
As members of the University of Wisconsin – Whitewater College of Business & Economics
community, we commit ourselves to act honestly, responsibly, and above all, with honor and
integrity in all areas of campus life. We are accountable for all that we say and write. We are
responsible for the academic integrity of our work. We pledge that we will not misrepresent our
work nor give or receive unauthorized aid. We commit ourselves to behave in a manner that
demonstrates concern for the personal dignity, rights and freedoms of all members of the
community. We are respectful of college property and the property of others. We will not
tolerate a lack of respect for these values.
*Originated by: Wheaton College: Honor Code and Statement on Plagiarism.
http://www.wheatoncollege.edu/StudentLife/honorCode/
1
See No Fear Sales Negotiation Skills. http://www.gaviningham.com/sales-training/no-fear-sales-negotiation-skills/
ASSESSMENT
Although the grading components may vary by instructor, below is one representation of how the
course will be conducted.
Class Participation (20%): As an interactive course, students are expected to participate in
class discussion.
Homework or Individual Paper Assignment (20%): Instructor may assign short written
assignments throughout the semester or a larger written assignment to be turned in about three
weeks before the end of the semester.
Tests/Exam (30%): 2 or more tests assigned to evaluate student’s understanding of the required
reading material.
Role-Playing Assignments (30%): Students will complete 4 (of 5), taped, scenario-based
roleplaying assignments. These could include: (1) Resolving conflict, (2) Team and Multi-Party
Negotiation, (3) International Negotiation, (4) Closing the Deal, (5) Post-Sale Negotiations.
Class Attendance Policy: Class attendance is not mandatory. However, since 20% of your
grade is on class participation, missing classes will logically hurt your overall grade.
GRADING:
93%+
90% - 92.99%
88-89.99%
83-87.99%
80-82.99%
78-79.99%
73-77.9%
70-72.99%
60-69.99%
<60%
A
AB+
B
BC+
C
CD/DF
These are guaranteed grades (i.e., lowest score you can get given score). I may choose to curve
down based on actual results.
UNIVERSITY STATEMENT: The University of Wisconsin-Whitewater is dedicated to
a safe, supportive and non-discriminatory learning environment. It is the responsibility of all
undergraduate and graduate students to familiarize themselves with University policies regarding
special Accommodations, Misconduct, Religious Beliefs Accommodation, Discrimination and
Absence for University Sponsored Events. (For details please refer to the Undergraduate and
Graduate Timetables; the “Rights and Responsibilities” section of the Undergraduate bulletin;
the Academic Requirements and Policies and the Facilities and services sections of the Graduate
bulletin; and the “Student Academic Disciplinary Procedures” [UWS Chapter 14]; and the
“Student Nonacademic Disciplinary Procedures” [UWS Chapter 17]).
ACADEMIC INTEGRITY STATEMENT: The University of Wisconsin-Whitewater
is dedicated to a safe, supportive and non-discriminatory learning environment. It is the
responsibility of all undergraduate and graduate students to familiarize themselves with
University policies regarding Special Accommodations, Misconduct, Religious Beliefs
Accommodation, Discrimination and Absence for University Sponsored Events. (For details
please refer to the Undergraduate and Graduate Timetables; the “Rights and Responsibilities”
section of the Undergraduate Bulletin; the Academic Requirements and Policies and the
Facilities and Services sections of the Graduate Bulletin; and the “Student Academic
Disciplinary Procedures” [UWS Chapter 14]; and the “Student Nonacademic Disciplinary
Procedures” [UWS Chapter 17]).
SCHEDULE OF TOPICS (Based on Textbook Selected)
PART ONE: FOUNDATIONS OF NEGOTIATION AND DISPUTE RESOLUTION
1.
Introduction
2.
The Language of Negotiation
PART TWO: NEGOTIATION PROCESSES
3.
Distributive Negotiations
4.
Integrative Negotiations
5.
Conflict and Dispute Resolution
PART THREE: INTERPERSONAL/CONTEXTUAL CHARACTERISTICS
6.
Understanding Yourself and How that Impacts Negotiation
7.
Communication in Negotiation
8.
The Role and Importance of Persuasion in Negotiation
9.
The Nature of the Relationship in Negotiating and Resolving Disputes
10. International Negotiations
11. Team and Multi-Party Negotiations
PART FOUR: NEGOTIATION AND DISPUTE RESOLUTION APPLICATIONS
12. Negotiating in the Workplace
13. Negotiating the Purchase or Sale Products
14. Real Estate Negotiations: Commercial and Residential
15. Negotiating Your Future
Bibliography: Journals
Journal of Personal Selling and Sales Management
Journal of Selling and Major Account Management
The Negotiation Journal
Negotiation
Group Decision and Negotiation
Bibliography: Textbooks
Negotiation and Dispute Resolution, Beverly DeMarr and Suzanne De Janasz. Prentice Hall,
2013.
Essentials of Negotiation, 5th Edition, Roy J Lewicki, Bruce Barry, and David M Saunders,
McGraw Hill, 2011
Mastering the ISDA Master Agreements: A Practical Guide for Negotiation, 3/e
Paul Harding, Pearson/FT Press, 2010.
A Woman's Guide to Successful Negotiating, Second Edition, 2nd Edition. Lee E. Miller and
Jessica Miller, McGraw Hill, 2011.
Selling: Building Partnerships, 7th Edition. Barton A Weitz, Stephen B Castleberry, and
John F Tanner. McGraw Hill, 2009.
Value-Based Pricing: Drive Sales and Boost Your Bottom Line by Creating, Communicating and
Capturing Customer Value, 1st Edition. Harry Macdivitt and Mike Wilkinson McGraw Hill,
2012.
Negotiation Closing Deals, Settling Disputes, and Making Team Decisions. David S. Hames.
Sage Publications Inc, 2012.
SELL, 3rd Edition. Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H.
Schwepker, and Michael R. Williams. Houghton Mifflin/Cengage Learning, 2013.
Professional Selling: A Trust-Based Approach, 4th Edition. Thomas N. Ingram, Raymond W.
LaForge, Ramon A. Avila, Charles H. Schwepker , and Michael R. Williams. 2008
FT Guide to Business Networking: How to use the power of online and offline networking for
business success, Heather Townsend. Pearson/FT Press, 2011.
Smarter Selling: How to grow sales by building trusted relationships, 2/E. Lambert & Dugdale,
Pearson/FT Press, 2011.
The Secrets of Selling: How to Win In Any Sales Situation, 2/E, King, Pearson/FT Press, 2010.