Principles of Salesmanship, MKA 2021

Instructor:

• Tom Walker
• Office: V-007H
• Office Phone: 407.708.2372
• e-mail: walkert@scc-fl.edu

Note: I prefer phone calls!

Required Textbook:

• Principles of Relationship Selling
• First Edition
• Authors: Thomas E. Walker

Tentative Class Schedule

Grading Procedures

Your final grade will be a combination of your scores on four examinations plus your sales presentation grade. Test grades will count 80 percent of your overall grade. Your sales presentation will count 20 percent of your grade. Failure to take a test or failure to make a required sales presentation will result in a grade of zero for that task. Missing an exam or making sales presentation will result in a grade no higher than a D. The student will not have completed the minimum course competencies.

Note: Students may be awarded up to two points on their final grade for attendance/class participation. These points will be added to their final grade average.

Final Grade of F after the Add/ Drop Date:

If you withdraw voluntarily after the official withdrawal date for students, you must contact the instructor and make him aware of your reason for withdrawal-illness, change in job requirements etc. If you fail to contact the instructor either in person or via telephone (407.708.2372), you will be awarded a final grade of F for the semester grade. If you contact the instructor with a valid reason, a grade of W2 may be awarded i.e. class withdrawal. In addition if you have an excessive number of absences (10 percent) of class attendances and/or excessively late to class, you will also be subject to a semester grade of F.

Grading Scale:

• 90-100 percent = A
• 80-89 percent = B
• 70-79 percent = C
• 60-69 percent = D
• Less than 60 is an F.

Choose a sales call:

Approach Call:

• State your name. Hand me your business card. Shake my hand
• What company do you represent?
• Provide an initial "Benefits Statement." Why should I listen to you?
• Tell me what you have learned about my company and what business I am in (establishes credibility-you've done your homework).
• Establish rapport. What mutual interests might we have in common?
• Give me your company's background, history.
• How long have you been in business?
• What might I be interested in buying from you i.e. "What's in it for me?"
• End call with a request to see me for a "Qualifying Session."

Qualifying Call:

• Re-establish rapport
• Uncover my company's needs/wants
• Identify my needs? How am I doing things now? How would I like to be doing things? What are my buying criteria?
• Ask about my current product/service provider. Am I happy with the service I am getting? Is there anything that I don't like (handle this carefully)?
• Determine if I have funding to purchase your product.
• Determine if I am a decision-maker or an influencer.
• If I am not the decision maker, what is the purchase approval process.
• Close! Ask for an appointment to present/ demonstrate your product.

Presentation or Demonstration:

• Re-establish rapport.
• Summarize my needs: my buying criteria.
• Ask, "Is there anything else?"
• Present/demonstrate your product or service?
• What's unique about your product? Why might I be able to use your product?
• What are the features of your product or service? What benefits/ advantages will accrue to me if I buy your product?
• How do you improve my current operation? What benefits will I receive?
• Gain my agreement to these benefits. (Obtain "Little Yes's".)
• Do you have any product literature you could leave with me?
• Finish by asking for a follow-up call to close the order.

Objections Handling/Trial Closes/Close

• Re-establish rapport.
• Summarize your presentation/ demonstration.
• Ask, "Has anything changed since we last spoke?" Uncover any hidden concerns.
• Objections are not necessarily "No's". They are opportunities to clarify what has been said and turn them into trial closes "If I could do...., would you consider buying this product?
• How do I order your product?
• How can I pay for it?
• What method of shipping will you provide? What is your return policy?
• What guarantees/ warranties will you have for your product?
• Use the closing technique with which you are most comfortable. (Ask for the order more than once!)
  
  • Summary: You indicated that you found the following things of interest to you.  It seems like we have reason to do business
  • Choice close: Based on what you've told me, would you prefer Product A or Product B?
  • Assumptive close: In light of your interest in A, B and C, it sounds like we are ready to do business?!
  • Ben Franklin: You summarize all the reasons why the prospect should buy.
  • Direct close: Will you buy? (Caution: only answers are Yes or No.)

Did you know?

SCC's Business Administration and Management programs help students develop the high level skills needed to become an effective manager.