Sales & Account Management MCEN SAMMAN 14 Course Plan 2014/2015

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1 Sales & Account Management MCEN SAMMAN 14 Course Plan 2014/2015 Author: N. van Veen January 2015 Page 1 of 21

2 Course Plan Sales & Account Management MCEN SAMMAN 14 N. van Veen Contents: 0.0 Course Planning Course information & Rules of the Game Overview Learning Objectives Week Lecture Assignment Preparing Brainstorm Session Brainstorm Session Preparing Training Week Lecture Programme Training Assignment Week Lecture Consultancy Session Assignment Preparing Training Week Lecture Programme Training Week Lecture Consultancy Session Assignment Preparing Training Week Lecture Programme Training Preparing Sales Pitch Week Giving Sales Pitch Consultancy Session Final deadline report Week Assessment Criteria 17 Page Page 2 of 21

3 0.0 Course Planning week # 120 min Lectur e MBIB SALACM 14 Sales & Account Management, Week Planning 2014/2015 Chapters per textbook: Lecture Description 180 min Trainin g Training Description 120 min Consultanc y Consultancy Description & Deadlines 1 Y Hair: 1 Jobber: 1, 2, 5 Rustenburg: 1, 12 Introduction to International Sales Management Y Explanation of assignments B2B report 2 Y Hair: 3 Jobber: 9,10 Rustenburg: 4, 6 Account Management & Relationship Selling (CRM) Y Role play T1: Explanation SPIN Selling (Mega Homes Case) 3 Y Rackham: SPIN Selling Jobber: 3 SPIN Selling Value Proposition & Purchasing Decisions Y Assignment 1+2: hand in at the start of the lecture of week 3 4 Y Hair: 4 Jobber: 7,8 Rustenburg: 11 Sales Process & Personal Selling Skills Y Role play T2: Practising SPIN Selling (Canon Case) 5 Y 6 Y Hair: 5 Rustenburg: 2,3 Hair: 13,14 Jobber: 15,16, 17 Forecasting & Budgeting Sales Force Analysis & Performance Y Canon Case Role play (student to lecturer) (assessment: 30%) Y Assignment 3: hand in at the start of the lecture of week 5 7 Y Y 8 Assignment : hand in at the start of the lecture of week 7 / Sales Pitch Deadline Final B2B Sales Report (Team effort, 70%) 0.1 Course information & Rules of the Game: This course consists out of 6 lectures, 1 brainstorm session, 3 consultancy sessions, 3 training sessions and 1 presentation session: Team assessment based on the 4 team assignments (Deadline in week 8, 70%), role play (training 3, 20%) and sales pitch (lecture 7, 10%) (See chapter 8.0 for more information) Maximum 5 members per team Page 3 of 21

4 Not more than 2 members per team are the same compared to the Global Market Research teams. Teams are in Training group A and Teams are in Training group B. The 3 Training sessions have mandatory attendance and you have to come to class prepared. Teams for the role plays are the same as your assignment team. Consultancy session is scheduled every other week, minutes per team Consultancy schedule is made during lecture 1 and will remain the same for the entire block. Not handing in assignments at the agreed deadline is NO consultancy opportunity Each team assignment should be no longer than 6 pages A4 max (minimum: font size 11) Each assignment refers to the textbook: Jobber & Lancaster, 2012, Selling & Sales Management (Pearson) General sales topics are covered in assignments Your team customizes the assignments to the company of choice: Choose an industry/company/product: BASF (Chemical industry) Oracle (IT industry) PepsiCo (Food industry) Damco (Logistics industry) Or come up with your own company with significant B2B sales and have it approved by your lecturer. 0.2 Overview Learning Objectives THEORY Learning Objectives: Upon completion of the lectures, the student can: Topic: Introduction & B2B Sales Strategies Page 4 of 21

5 Explain the impact of the business environment and sales managers in Business to Business sales processes and strategies. Topic: Value Proposition & Purchasing decisions Identify the key elements of the business purchasing decision process Formulate, explain and communicate a company s value proposition and Unique Selling Points Topic: Personal Selling Skills Explain the theoretical concepts of the SPIN Selling questioning technique Point out how a sales person can counter objections and close a sale Topic: International Selling Identify the drivers of and challenges faced by companies engaging in international sales Explain how cultural differences impact sales meetings and processes Topic: Account Management & Relationship Selling Explain the concepts behind key account management (KAM) processes and strategies Demonstrate at a basic level how to develop an account plan for a KAM account Topic: Sales Organisation & Performance Identify key elements in Key Account Manager profiling and selection Formulate metrics to measure sales performance while using sales funnel concepts TRAINING Learning Objectives: Upon completion of the training sessions, the student can: Topic: SPIN Selling Apply the SPIN Selling questioning technique by demonstrating how to use situation, problem, implication and need pay off in a SPIN Selling role play at a basic level Prepare the necessary documentation and potential SPIN questioning scenarios in order to execute a successful sales meeting Apply effective non verbal communication and active listening in a sale meeting role play Demonstrate at a basic level how to counter objections and close a deal in a sales meeting SALES PITCH Learning Objectives: Upon completion of the training sessions, the student can: Topic: Sales Pitch Deliver a structured, creative and convincing customer driven sales pitch (sales presentation) 1.0 Week Lecture 1 Week 1 Topic: Introduction & B2B Sales Strategies Page 5 of 21

6 Chapters: 1,2 Learning Objectives: Upon completion of the class, the student can: Explain the characteristics of Business to Business (B2B) sales Explain how the sales profession evolved over the years Describe the personal factors determining success in sales Explain how knowledge of the business environment impacts sales success Describe the connection between a company's sales strategy and targeting & positioning strategy Key words: Success in sales, B2B versus B2C, Sales versus Marketing, Sales and the promotional mix, Personal Selling, Sales planning process, Market analysis, Sales strategy. Lecture Activity: Make a mindmap: what drives success in sales Dividing the class into teams and fill in consultancy schedule 1.2 Assignment 1 Week 1 Topic: Introduction & B2B Sales Strategies Chapters: 1,2 Questions: 1) Prepare for the industry/company of choice your internal product/service analysis a. e.g. business model canvas, 7S model, Strengths & Weaknesses. 2) Prepare for the industry/company of choice your external product/service analysis a. e.g. Porter s 5 forces, PESTE and Opportunities & Threats. 3) What are the trends in the current industry of choice? a. Include 2 news articles covering trends and developments in the industry your company of choice operates in. 4) Complete a SWOT analysis and derive strategic options your company of choice faces to compete in the global market place. 5) What are the targeting and positioning strategy/ strategies applied by your company of choice? a. Include a description of the target group(s) and a positioning grid of the company against competition. 6) Hand in assignments 1+2 at the start of the lecture of week 3 (week 3: 10 minute consultancy session) 1.3 Preparing Brainstorm Session Week 1 Topic: Introduction & B2B Sales Strategies Chapters: 1,2 Page 6 of 21

7 1) Prepare for the Brainstorm session by checking for general background information about your company of choice a. E.g. browse through the company s website and discuss your findings together with your team members. 2) Prepare for the Brainstorm session by acquainting yourself with the 6 Thinking Hats Procedure of Edward de Bono: a. See handout on sharepoint. 1.4 Brainstorm Session Week 1 Topic: Introduction & B2B Sales Strategies Chapters: 1,2 Activity: 6 Thinking Hats Procedure (Edward de Bono) to find answers to the question: how can the company improve its sales performance? 1.5 Preparing Training 1 Week 2 Topic: SPIN Selling Neil Rackham 1) Prepare for Training 1 the Mega Homes role play together with your team members. a. See handout on sharepoint b. Familiarize yourself with the storyline of the role play 2.0 Week Lecture 2 Week 2 Page 7 of 21

8 Topic: Value Proposition & Purchasing decisions Chapter: 3 Learning Objectives: Upon completion of the class, the student can: Identify the current market trends in B2B sales Point out the differences between organisational and consumer buying behaviour Explain the steps, roles and choice criteria in the business purchasing decision process Identify and explain a product s or service s Unique Selling Points Formulate and explain a company s value proposition Explain the characteristics of high quality sales communication material Key words: Trends in B2B sales, Organisational buyer behaviour, Business buying roles, processes and choice criteria, Purchasing decision wheel, Unique selling points, Value proposition. Lecture Activity: The Lost Computer Sale case (decision making, choice criteria) (p122/9e) 2.2 Programme Training 1 Week 2 Topic: SPIN Selling Neil Rackham Learning Objectives Upon completion of the training, the student can: Apply the SPIN Selling questioning technique at a beginners level Demonstrate how to use situation and problem questions in a SPIN Selling conversation Describe the importance of non verbal communication in sales Training Activity: Explanation SPIN Selling technique Practising situation and problem questions (S and P) Execute Mega Homes role play Mini lecture non verbal communication Prepare Fountain Pen role play in class (p463/9e). 2.3 Assignment 2 Week 2 Page 8 of 21

9 Topic: Value Proposition & Purchasing decisions Chapters: 3 Questions: 1) List and explain the main choice criteria a customer has when deciding to buy one of your company's products/services. 2) List and explain the Unique Selling Points (USPs) of one of your company's products/services. 3) Formulate using the model of Barnes, Blake and Pinder a value proposition for one of your company's products/ services. 4) Evaluate Neil Rackham's purchasing decision 'wheel' for one of your company's products. a. Evaluate which needs, options and concerns may arise? 5) Hand in assignments 1+2 at the start of the lecture of week 3 (week 3: 10 minute consultancy session) 3.0 Week Lecture 3 Week 3 Page 9 of 21

10 Topic: Personal Selling Skills Chapters: 7 & 8 Learning Objectives: Upon completion of the class, the student can: Explain the importance of sales meeting preparations Explain the theoretical concepts of the SPIN Selling questioning technique Point out the differences between features, benefits and advantages Explain how a sales person can counter objections during a sales meeting Explain the role of the customer value equation in negotiations Point out the difference between an advance and a continuation Explain how a sales person can try to close a sale Key words: Meeting preparations, SPIN Selling, Features, advantages and benefits, Countering objections, Customer value equation, Advance versus continuation, Closing. Lecture Activity: O'Brien case (meeting preparations) (p264/9e) Mordex Photocopier Company (handling objections) (p296/9e) 3.2 Consultancy Session 1 Week 3 Topic: Introduction & B2B Sales Strategies, Value Proposition & Purchasing decisions Chapters: 1,2,3 Activity: discuss assignment 1 and Assignment 3 Week 3+4 Page 10 of 21

11 Topic: Personal Selling Skills & International Selling Chapters: 5, 6, 7 & 8 Questions: 1) Develop a sales meeting preparation checklist for one of your company's products/ services. 2) Design a brochure or product flyer for one of your company's products/services. 3) Write a SPIN Selling script of a fictive sales meeting of your company of choice. a. See handout on sharepoint 4) Explore how your company of choice is organised for international selling (staffing, offices, etc) 5) Do research after how Corporate Social Responsibility and other business ethics codes impact your company of choice's sales performance. a. See Annual Reports and company webpages 6) Investigate if your company of choice ever got involved in major legal proceedings with competitors, customers, suppliers or governmental institutions regarding contract law or (EU) competition law. a. See press releases or news items 7) Hand in assignment 3 at the start of the lecture of week 5 (week 5: 10 minute consultancy session) 3.4 Preparing Training 2 Week 4 Topic: Practising SPIN Selling Neil Rackham 1) Prepare for Training 2 the Fountain Pen role play (Jobber&Lancaster, P463/9E) together with your team members. a. See handout on sharepoint b. Familiarize yourself with the storyline of the role play 4.0 Week 4 Page 11 of 21

12 4.1 Lecture 4 Week 4 Topic: International Selling Chapters: 5 & 6 Learning Objectives: Upon completion of the class, the student can: Explain the reasons for companies to decide to start selling internationally Explain how a company s market entry strategy impacts the sales organisation Give examples of how cultural differences impact sales Explain how business ethics impact the sales function Explain how contracting and international law impact the sales function Key words: Reasons to go international, Market entry strategy, Cultural differences, business ethics and Corporate Social Responsibility, Contracting and terms of trade, EU competition law. Lecture Activity: Selling in China (cultural impact) (p208/9e) 4.2 Programme Training 2 Week 4 Page 12 of 21

13 Topic: Practising SPIN Selling Neil Rackham Learning Objectives Upon completion of the training, the student can: Apply the SPIN Selling questioning technique at a basic level Demonstrate how to use implication and need pay off in a SPIN Selling conversation Explain the importance of active listening in sales meetings Explain how to counter objections in a sales meeting Explain ways how a sales person can close a deal Training activity: Recap SPIN Selling technique Recap non verbal communication Practising implication and need pay off questions (I and N) Explanation active listening techniques Execute Fountain Pen role play (Jobber&Lancaster, P433/8E, P463/9E) Explanation about how to counter objectives Explanation about how to close the deal Prepare Canon role play in class 5.0 Week 5 Page 13 of 21

14 5.1 Lecture 5 Week 5 Topic: Account Management & Relationship Selling Chapters: 9 & 10 Learning Objectives: Upon completion of the class, the student can: Describe the characteristics of key account management (KAM) Explain why companies adopt key account management strategies Identify the difference between KAM and transactional selling Point out how a company can go about selecting accounts for the KAM programme Demonstrate how to develop an account plan at a basic level Key words: Key Account Management, Reasons to adopt a KAM strategy, KAM selling versus transactional selling, Relationship management, Account selection, Business Planning, Developing account plans. Lecture Activity: Account plan formulation exercise 5.2 Consultancy Session 2 Week 5 Topic: Personal Selling Skills & International Selling Chapters: 5, 6, 7 & 8 Activity: discuss assignment Assignment 4 Week 5+6 Page 14 of 21

15 Topic: Account Management, Relationship Selling, Sales Organisation & Performance Chapters: 9,10, 15,16, 17 Questions: 1) Formulate a 3 month account plan as if you were a sales manager for your company of choice. a. How many and what kind of new leads (existing, new business) are you planning to generate b. What relationship development activities can you think of? 2) Formulate sales team performance evaluation criteria for your company of choice, based on sales pipeline management terminology. 3) Merge all sales assignment material into a report. a. Include an introduction, recommendation and conclusion. b. Please write a recommendation using all information you gathered so far about how your company of choice can boost its sales performance in ) Also include in your report a 1 pager (A4) about your team s key learnings of the course. 5) Hand in the first draft of the report at the start of the lecture of week 7 (week 7: 10 minute consultancy session) 5.4 Preparing Training 3 (20%) Week 6 Topic: Assessment SPIN Selling Neil Rackham 1) Prepare for Training 3 the Canon role play together with your team members. a. See handout on sharepoint b. Familiarize yourself with the storyline of the role play c. Prepare a Call Plan (see sharepoint) for the meeting d. Prepare questions for each SPIN stage e. Formulate your USPs and product benefits for the customer f. Think about objections the customer may have and how you can counter these g. Prepare promotion materials you want to bring to the meeting 6.0 Week 6 Page 15 of 21

16 6.1 Lecture 6 Week 6 Topic: Sales Organisation & Performance Chapters: 15,16, 17 Learning Objectives: Upon completion of the class, the student can: Identify what personal traits make someone a good Key Account Manager Explain why sales managers use DISC profiling techniques Explain the concepts of sales pipeline management and the sales funnel Formulate metrics to measure sales success Explain the characteristics of a successful sales pitch Key words: DISC profiling, Customer management skills, Customer performance management, Sales pipeline management, Sales funnel, Lead generation, Opportunity management, Sales KPIs, Sales pitch. Lecture Activity: Sales funnel exercise. 6.2 Programme Training 3 Week 6 Page 16 of 21

17 Topic: Assessment SPIN Selling (20%) Neil Rackham Learning Objectives Upon completion of the training, the student can: Prepare the necessary documentation and potential SPIN questioning scenarios in order to execute a successful sales meeting Demonstrate how to use situation, problem, implication and need pay off in a SPIN Selling role play at a basic level Apply the SPIN Selling questioning technique by demonstrating how to use situation, problem, implication and need pay off in a SPIN Selling role play at a basic level Demonstrate at a basic level how to counter objections in a sales meeting Demonstrate at a basic level how to close a deal in a sales meeting Training activity: Recap SPIN Selling technique Recap non verbal communication Recap active listening and countering objectives Recap closing the deal Execute Canon role play in class 6.3 Preparing Sales Pitch (10%) Week 7 Topic: Sales Pitch M62/Dragon s Den 1) Prepare together with your team a 5 minute sales pitch to be held during the lecture in week 7. a. Present 1 product or service provided by your company of choice. i. 5 minutes per team ii. 5 minutes class feedback b. Be to the point, yet creative i. Recommended to focus on 1 product ii. Tell the class what audience they are! (Students, retailers, manufacturers?) iii. A sales pitch is a one way conversation, yet interact with the audience! c. Be enthusiastic and inspired i. What is in it for the customer? ii. How would the customer benefit? iii. What are the USPs? iv. Develop the customer s needs! d. Give the pitch a start and end! 7.0 Week 7 Page 17 of 21

18 7.1 Giving Sales Pitch (10%) Week 7 Topic: Sales Pitch (10%) M62/Dragon s Den Learning objectives Upon completion of the class, the student can: Deliver a structured, creative and convincing customer driven sales pitch (sales presentation) Evaluation criteria Your Sales pitch will be evaluated for the following criteria: Presentation Skills a. Convincing b. Structure c. Audience interaction d. Timing (max 5 min) Content a. Clarity b. Creativity c. Customer driven 7.2 Consultancy Session 3 Week 7 Topic: Account Management, Relationship Selling, Sales Organisation & Performance Chapters: 9,10, 15,16, 17 Activity: discuss assignment Final deadline report (70%) Week 8 All grades are team grades, unless the lecturer decides otherwise. 8.0 Assessment Criteria Page 18 of 21

19 The student will receive one grade in Osiris for the assessment (100%). This assessment consists out of: a report in which all 4 assignments are included (70%) by the student teams; a sales skill assessment per team (30%) consisting out of a role play (20%) and sales pitch (10%) The Report Each team assignment should be no longer than 6 pages A4 max (minimum: font size 11). Each assignment should refer to the elements of the textbook as discussed in the lecture: Jobber & Lancaster, 2012, Selling & Sales Management (Pearson). Besides the answers to the assignment questions, the final report (70%) should contain: A front page listing the company of choice and the students names Table of contents, page numbers and (sub)chapter headings Proper referencing (APA standards, see document on sharepoint) Introduction and conclusion Maximum 30 pages (excluding Appendix) The consultancy sessions will be used to discuss the feedback, given by the lecturer, to the first version of the assignments. If students do not submit their assignment in time, then there is no consultancy session or feedback opportunity. Report Assessment Template: The Sales Skill Assessment Page 19 of 21

20 During the training sessions the following sales skills are practised and subsequently assessed per team: General sales meeting habits, SPIN Selling questioning technique Preparation for a sales meeting role play. The 3 Training sessions have mandatory attendance and you have to come to class prepared. The last training session of will be used to assess the role play (20% of the total grade). This assessment role play is executed in the same composition of teams as those formed for the assignments. Role Play Assessment Template: The Sales Pitch The lecture in week 7 is used for each team to give a sales pitch about a product/service of their company of choice for the assignments. The sales pitch evaluation counts for 10%. During the sales pitch the following sales skills are assessed per team: Content of presentation Delivery of presentation Sales Pitch Assessment Template: Page 20 of 21

21 Resit Opportunities In case a student team fails the assignment and/or skills part, an evaluation meeting will be scheduled with the lecturer, to provide the student insights into why he/she didn t pass the assignment and/or skills part. In case you didn t pass either the assignment part or the skills part or both, you must register for the first Sales & Account Management re sit opportunity possible (i.e. the next block). However, due to the nature of the sales skills training sessions, these sessions are mandatory to attend. If a student misses or fails the skill training sessions, then the course coordinator will assess whether the student can repair the assignment during the next block or whether the student will have to join the skill training sessions again at the first opportunity possible (the next study year). You will only receive your grade if both the assignment part AND the skills part are assessed at a sufficient level (5,5 and above). The re sit is a group assignment/skills evaluation if more than 1 group member didn t pass and an individual assignment/skills evaluation if 1 group member didn t pass. The specific details of the re sit of the assignments/ skills evaluation are always agreed upon with the lecturer. See the study guide for registration deadlines. Page 21 of 21

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