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Course Number: BA 238
Transcript Title: Sales
Created: September 1, 2012
Updated: September 25, 2013
Total Credits: 3
Lecture Hours: 30
Lecture / Lab Hours: 0
Lab Hours: 0
Satisfies Cultural Literacy requirement: No
Satisfies General Education requirement: No
Grading options: A-F (default), audit


WR 115, RD 115, MTH 20 or equivalent placement test scores

Course Description

Offers a blend of practicality and theory on industrial, commercial and retail sales. Demonstrates and practices basic sales techniques, explores communication and motivation as they relate to selling and examines the function of sales relative to the total marketing program. Prerequisite: WR 115, RD 115, and MTH 20 or equivalent placement test scores. Audit available.

Intended Outcomes

Instructional Goals:

  1. SELLING AS A PROFESSION: To give the student an overview of selling as a profession.
  2. PREPARATION FOR SUCCESSFUL SELLING: To understand the importance of sales knowledge about buyer behavior, communication skills, products, prices, distribution, promotion, and competition.
  3. THE DYNAMICS OF SELLING: To develop selling skills that involve prospecting, planning, presenting, handling objectives, closing, follow-up, and servicing customers after the sale.
  4. SPECIAL SELLING TOPICS: To familiarize students with current issues and certain situations that may be different from the norm.

Outcome Assessment Strategies

Evaluation procedures and techniques may include a combination of: test grades, class participation, assignments, attendance, presentations, and projects.

Course Activities and Design

In addition to becoming familiar with selling fundamentals through using the text materials, students may be required to prepare and deliver sales presentations, complete sales case studies, or carry out other sales related projects.

Additional activities may include: taped presentations by professionals or students, guest sales professionals, presentations and discussions of films, videos, and periodicals, and discussions of current sales related issues.

Course Content (Themes, Concepts, Issues and Skills)


1.1 Define and explain selling.
1.1.1 Discuss reasons for choosing selling as a career.
1.1.2 Identify the numerous types of sales jobs.
1.1.3 Describe the job activities of salespeople.
1.1.4 Identify characteristics required to be successful in sales.
1.1.5 List and explain the 10 steps in the sales process.
1.2 To understand the role and importance of the sales force in a firm's total marketing effort.
1.2.1 Define and explain marketing and marketing concepts.
1.2.2 Explain the importance of marketing to a firm.
1.2.3 List and explain the marketing mix elements as related to the sales effort.
1.2.4 Discuss the role of personal selling in the firm's marketing efforts.
1.3 To recognize the importance of social, ethical, and legal issues as professional sales personnel.
1.3.1 Explain the concept of social responsibility.
1.3.2 Discuss business ethics.
1.3.3 Give examples of ethical situations and dealings with employers and customers.
1.3.4 Present ways a sales force can act ethically.


2.1 Understand the psychology of selling
2.1.1 Explain why people buy.
2.1.2 Discuss why people buy.
2.1.3 Identify the FAB approach to satisfaction.
2.1.4 Recognize buyer perceptions, attitudes, and beliefs.
2.1.5 List and discuss buying situations.
2.1.6 Give examples of the decision-making process.
2.2 Develop the ability to effectively communicate to achieve sales success.
2.2.1 Present and discuss the buyer-seller communication process.
2.2.2 Discuss the importance of nonverbal communication.
2.2.3 Review the barriers to effective communication.
2.2.4 Explain ways of developing persuasive communication.
2.3 Understand that successful salespeople are knowledgeable.
2.3.1 Explain why knowledge is important.
2.3.2 Explain how knowledge can be used during the sales presentation.
2.3.3 Calculate markup on products.
2.3.4 Calculate return on investment.
2.3.5 Illustrate how to use information on competition, industry, and the economy.


3.1 Understand the process of prospecting and the pre-approach.
3.1.1 List and describe the 10 steps in the sales process.
3.1.2 Describe the methods of prospecting.
3.1.3 Explain the importance of sales call planning.
3.1.4 Develop a customer benefit plan.
3.1.5 Describe the prospect's five mental steps in buying.
3.2 Know how to select a sales presentation.
3.2.1 Describe the different sales presentation methods and know when to use a particular method.
3.2.2 Identify the elements of a group presentation.
3.2.3 Understand the importance of negotiation.
3.2.4 Give examples of approach methods and relate to the presentation and buying motives.
3.2.5 Describe the 4 types of questioning techniques.
3.3 Recognize the elements of the sales presentation.
3.3.1 Discuss the purpose and steps of the sales presentation.
3.3.2 Cite examples of the 6 sales presentation mix elements.
3.3.3 Explain the use of trial closes.
3.3.4 Construct a SELL sequence.
3.4 How to skillfully handle prospect's questions, resistance, and objections.
3.4.1 Explain why prospect's objections should be welcome.
3.4.2 Discuss what to do when objections arise.
3.4.3 Explain 6 major categories of objections.
3.4.4 Illustrate several techniques for meeting objections.
3.4.5 Describe what to do after meeting objections.
3.5 Recognize the elements of closing a sale.
3.5.1 Understand when to close.
3.5.2 Explain the need to prepare to close more than once.
3.5.3 Illustrate several closing techniques.
3.5.4 Construct a multiple-close sequence.
3.6 Understand the importance of building relationships through service.
3.6.1 Discuss follow-up and account penetration.
3.6.2 Explain the 8 steps involved in increasing sales to the customer.
3.6.3 Review handling customers' returned goods and complaints.
3.6.4 Discuss why follow-up and service are important for successful salespeople.


4.1 Describe the challenges and rewards from retail selling.
4.2 Discuss telephone selling to prospects and customers.
4.3 Explain selling in the industrial setting.
4.4 Discuss time, territory, and self-management.