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Intro-1
Introduction
Materials Available as Part of Your Instructor’s Manual
for
Selling Today 14e
sample syllabi for classroom and online courses and suggested class activities.
End-of-Chapter Exercises
• Chapter 1: Relationship Selling Opportunities in the Information Technology
• Chapter 2: Evolution of Selling Models That Complement the Marketing Concept
• Chapter 3: Ethics: The Foundation for Partnering Relationships That Create Value
• Chapter 4: Creating Value with a Relationship Strategy
• Chapter 5: Communications Styles: A Key to Adaptive Selling Today
• Chapter 6: Creating Product Solutions
• Chapter 7: Product-Selling Strategies That Add Value
• Chapter 8: The Buying Process and Buyer Behavior
• Chapter 9: Developing and Qualifying Prospects and Accounts
• Chapter 10: Approaching the Customer with Adaptive Selling
• Chapter 11: Determining Customer Needs with a Consultative Questioning
Strategy
• Chapter 12: Creating Value with the Consultative Presentation
• Chapter 13: Negotiating Buyer Concerns
• Chapter 14: Adapting the Close and Confirming the Partnership
• Chapter 15: Servicing the Sale and Building the Partnership
• Chapter 16: Opportunity Management: The Key to Greater Sales Productivity
• Chapter 17: Management of the Sales Force
Instructor’s Manual for Written Term Projects for Selling Today
Intro-2
Video Instructor’s Manual for Selling Today includes Reality and Adaptive Selling
Videos, synopsis, run times, exercises, and quizzes
Instructor’s Manual—Appendix 1: Reality Selling Role-Plays includes Buyer
Profiles, role-play evaluation forms.
Instructor’s Manual—Appendix 2: Regional Accounts Management (RAM) CRM
Case Study includes suggestions, completed NewNet Systems® metrics dashboard, and
answers to questions for Chapters 9–15.
suggestions, buyer profiles, quizzes, tests, and answer keys.
evaluation forms for Chapter, Part, and Comprehensive-Term-Based Role-Play Exercises
Suggestions For
Organizing Your Course
To your student, taking a course in selling should be like taking an interesting trip
to a worthwhile destination. You will occupy the role of a travel guide—(1) determining
the destination, (2) selecting methods of travel, (3) organizing the journey so everyone
can follow the path to the destination, and (4) making sure students arrive at an
understanding of what the text course was designed to cover.
COURSE OBJECTIVES—DETERMINING THE DESTINATION OF YOUR
COURSE
Students want to know where a course will take them. They want to know the
objectives of your course. We suggest you start organizing your course by making a list
and given to each student at the beginning of the course (at the first or second-class
meeting). A sample list of general course objectives would be as follows.
Competencies the Student Should Gain from the Course:
General Sales Knowledge:
• Explain careers, opportunities, and benefits of personal selling.
• Summarize the effect of selling in a marketing economy.
• Apply theories of buyer motivation.
• Create a prospecting plan.
• Summarize how to adapt a sales presentation.
• Explain and demonstrate one’s product and/or service.
• Explain the various communication styles.
Intro-3
• Discuss the importance of a positive self-image.
• Apply time management techniques to the art of selling.
• Evaluate and apply ethical practices in selling.
• Write steps and goals of the sales presentation.
• Describe the integration of technology into personal selling.
Sales Demonstration Knowledge:
• Develop complete preapproach information.
• Design an approach.
• Determine wants/needs of the customer.
• Prepare and present a value added solution.
• Select and prepare selling tools for demonstration.
• Anticipate and negotiate sales resistance.
• Develop and use trial close.
• Develop and use closing techniques.
• Demonstrate when and how to use expansion selling.
• Demonstrate techniques of servicing the sale.
SELECTING AND DEVELOPING YOUR TEACHING METHODOLOGY
After determining the objectives of your course, you should examine and select
the methods you will use to achieve your objectives. The effective salesperson tries to
maintain the attention and interest of prospective customers. An effective teacher does
the same with students by using a variety of teaching methods. The following list
provides suggestions for you to consider in presenting your course. These items support
• Presentation Outlines
• PowerPoint Slides/Transparency Masters
• End of Chapter Application Exercises including the Ethics Assessment
Exercise
• Adaptive and Reality Selling Videos Case Problems, and Role-plays
• Communication Styles Assessment
• Role-Play Exercises
• Regional Accounts Management Case Study
• Tests
Intro-4
Additional Ideas for Presenting Your Course
Guest Speakers
Guest speakers can be very effective in emphasizing specific personal selling
concepts. Guest speakers in a selling class tend to be most effective when asked to
respond to specific topics or questions by relating their experiences. Encourage your
students to prepare questions in advance of scheduled guest presentations.
Lectures
A class in selling should not be lecture oriented; however, there will be times
when short lectures need to be presented. In presenting a lecture, you should use many of
the concepts presented in Chapters 1 and 12 of the text: (1) use presentation tools, (3)
discuss real-life examples, (3) keep it simple, and (4) summarize major points.
Discussions
Review questions, application exercises, and case problems at the end of each
chapter are designed to provide students with opportunities to apply chapter concepts. A
portion of several class periods might consist of having students present responses to
these end-of-chapter activities. Presenting responses to end-of-chapter activities can be
done on an individual, small group, and large group basis.
Tours
A tour of a sales-oriented business can be very effective. Usually, there are
students in your class who can assist you in setting these up.
ORGANIZATION OF THE COURSE
Once you have laid out the destination of your course and what methods you will
use to teach, it is time to organize and communicate it to students. To do this, we suggest
you develop an assignment sheet and hand this out to your students. In addition to the
material presented on the sample assignment sheet shown in the following table, you may
want to list your specific policies concerning grading, attendance, class participation, and
assignments.
PRINCIPLES OF SELLING COURSE—SAMPLE ASSIGNMENT SHEET
Textbook: Selling Today: Partnering to Create Value (with Appendix 3 utilizing three
role-plays, Adaptive Video Series, Video Case problems, and using Study Guides on the
Date
Week
Ch. No.
Selling Today Text/Topic
Companion Assignment
1
1 and 2
Relationship Selling
Opportunities in the
Information Economy and
Evolution of Selling Models
that Complement the Marketing
Concept
Selling Today Exercises–
Part 1
Video Case Problem–
Chapter 1 and 2
2
3 and 4
Ethics: The Foundation for
Partnering Relationships that
Add Value and Creating Value
with Relationship Strategy
Video Case Problem–
Chapter 3 and 4
3
5
Communication Styles: A Key
to Adaptive Selling Today
View Comm. Styles
Video, Complete Chapter
5 Style Assessment on
web
Video Case Problem–
Chapter 5
EXAM 1: CHAPTERS 1–5
4
6 and 7
Creating Product Solutions and
Product Selling Strategies That
Add Value
Read Appendix 3–
Complete Customer/Sales
Memorandum
5
8
The Buying Process and Buyer
Behavior
View Video Case
Problem–Chapter 8 and 9
6
9
Developing and Qualifying
Prospects and Accounts
Regional Accounts
Management (RAM)
Case Study—Chapters 9-
15
7
10
Approaching the Customer with
Adaptive Selling
Appendix 3—Read and
prepare Role-Play 1
View Video Case
Problem and RAM—
Intro-6
EXAM 2: CHAPTERS 6–9
8
11
Determining Customer Needs
with a Consultative Questioning
Strategy
Complete Role-Play 1
View Questions Videos
and write Pain and
Pleasure Questions Video
Case Problem and
RAM—Chapter 11
9
12
Creating Value with the
Consultative Presentation
Appendix 3–Read and
prepare Role-Play 2
View Video Case
Problem and RAM—
Chapter 12
10
13
EXAM 3: CHAPTERS 10–11
Negotiating Buyer Concerns
Complete Role-Play 2
View Video Case
Problem, Negotiations
Video and RAM—
Chapter 13
11
14
Adapting the Close and
Confirming the Partnership
Appendix 3—Read and
Prepare Role-Play 3
View AFTO Video.
RAM Chapter 14
12
15
Servicing the Sale
EXAM 4: CHAPTERS 12–14
RAM Chapter 15
13
16
Opportunity Management: The
Key to Greater Sales
Productivity
Classroom Rehearsal for
Role-Play 3
Video Case—Chapter 17
14
17
Management of the Sales Force
Role-Play 3 Sales
Presentations
View Chapter 17 Reality
Video
15
EXAM 5: CHAPTERS 15–17
Review Evaluations of
Role-Play 3
(Note to Professor: An alternative to this assignment sheet would be to utilize the Reality
Selling Today Role-Play Scenarios in Appendix 1. Appendix 1 would be substituted for
Appendix 3 and the three role-plays listed above. The Strategic Accounts Management Case
Study beginning in chapter 9 and Appendix 2 could also be substituted.)
SALES AND SALES MANAGEMENT COURSE—SAMPLE ASSIGNMENT SHEET
Textbook: Selling Today: Creating Customer Value, (with Appendix 3 utilizing three
role-plays, Adaptive Video Series, Sales Management Team Term Project [see guide in
Part V of IM], Strategic Accounts Management/Appendix 2, and using study guides on
Date
Week
Ch. No.
Selling Today Text/Topic
Companion Assignment
1
1 and 2
Relationship Selling
Opportunities in the Information
Economy and Evolution of
Selling Models that
Complement the Marketing
Concept
View “New Selling in
America” video.
Introduce Sales Management
Team Projects
2
3 and 4
Ethics: The Foundation for
Partnering Relationships that
Add Value and Creating Value
with Relationship Strategy
Complete Ethics Assessment
in Chapter 3
3
5
Communication Styles: A Key
to Adaptive Selling Today
View chapter 17 Reality
Video on Sales Mgmt.
First Sales Management
Team Presentation—
“Importance of Selling”
View Communication Styles
Adaptive Selling
Video/Complete
Communication Styles
Application Exercises.
EXAM 1: CHAPTERS 1–5
4
6 and 7
Creating Product Solutions and
Product Selling Strategies That
Add Value
Complete Customer
Service/Sales Memo in
Appendix 3.
The Buying Process and Buyer
