24668 Professional Relationship Selling

Subject level: Undergraduate

Handbook description

This subject addresses the key issues relating to the role of a business-to-business salesperson. Topics include the psychology of selling, the role of the sales professional in uncovering customer and competitor intelligence, the sales process, relationship selling and self-management and motivation. The importance of ethical selling practices with respect to the firm, the customer and society is highlighted.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Demonstrate awareness of the relevant theoretical and practical dimensions of relationship selling and its importance in generating and maintaining an organisation's revenues.
2. Develop skills in the development and delivery of sales presentations.
3. Describe the many and broad influences affecting the effectiveness of the personal selling effort.
4. Understand the range of selling techniques and recognise the wide variety of selling situations and the skills which each is likely to require.

Contribution to graduate profile

This subject focuses on the role of selling within the firm. It recognises that professional selling practices have a major impact upon the quality and quality of the firm's revenues and therefore its profitability. The unit explores the strategic significance of the sales function as firms orientate from a 'product' to 'solution' focus. It further recognises the responsibility of sales force as those who deal with the organisations most important assets – its customers. It also considers the potential risks to the firm through unethical and inappropriate selling practices. Upon completion of this subject student will have an in-depth understanding of professional selling as a basis for creating and sustaining competitive advantage for the firm.

Teaching and learning strategies

The subject seeks to build awareness, knowledge and skills associated with professional selling. Accordingly, the theoretical frameworks and models will be accompanied by a range of practical exercises including role-plays. Students will be encouraged to explore the current relevant business press for examples of sales issues that serve to exemplify or challenge the theory. The subject requires considerable class interaction and discussion, it is therefore important that students are prepared through the advance reading of the relevant text chapter. Throughout the semester (and wherever possible) a practicing sales professional or sales manager will be invited to deliver a guest lecture, providing a current real world perspective on selling in an Australian business market. A sales 'contact management' software program accompanies the text. This together with video and other media will be used where appropriate.

Content

• Selling as a profession. We describe the exciting opportunities facing sales professionals and also their responsibilities to both the firm and the customer
• Preparation required by sales professionals for effective relationship selling
• The relationship selling process; customer prospecting to securing commitment, order taking and driving future sales from managing customer relationships
• Self-management and personal development techniques for the sales professional

Assessment

Assessment item 1: Project Presentation (Group)

Assessment item 2: Project Presentation (Group)

Assessment item 3: Final Examination (Individual)