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Academic staff member responsible for the design of the course syllabus
(name, surname, academic title/scientific degree, email address and signature)
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Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al
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Main Course Lecturer (name, surname, academic title/scientific degree, email address
and signature) and Office Hours:
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Prof.Dr. Osman Köroğlu okoroglu@epoka.edu.al
, Refer to EIS
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Second Course Lecturer(s) (name, surname, academic title/scientific degree, email
address and signature) and Office Hours:
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NA
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| Language: |
English
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| Compulsory/Elective: |
Compulsory
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| Study program: (the study for which this course is offered) |
Bachelor in International Marketing and Logistics Management (3 years)
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| Classroom and Meeting Time: |
-
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| Teaching Assistant(s) and Office Hours: |
NA
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| Code of Ethics: |
Code of Ethics of EPOKA University
Regulation of EPOKA University "On Student Discipline"
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| Attendance Requirement: |
75%
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| Course Description: |
Students will learn and explore the art of selling as it relates to the field of advertising. From the sales process to capturing clients, the student will gain a comprehensive knowledge of being a sales rep and how research, pitching and closing the deal all play an important role.
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| Course Objectives: |
This course is designed to provide students with a comprehensive understanding of the principles and practices of sales techniques and management. It aims to equip students with the necessary skills to excel in today’s competitive sales environment. The course will cover the following key areas: Sales Fundamentals: Understanding the sales process, the role of sales in an organization, and the traits of successful salespeople. Sales Techniques: Exploration of various sales techniques such as consultative selling, solution selling, and relationship selling. Students will learn how to effectively communicate value, handle objections, and close deals. Sales Management: Focus on the strategic aspects of sales management, including sales planning, forecasting, territory management, and performance evaluation. Throughout the course, students will engage in practical exercises and case studies to apply the concepts learned. They will also hear from industry professionals through guest lectures. By the end of this course, students will have a solid foundation in sales techniques and management, preparing them for a successful career in sales.
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BASIC CONCEPTS OF THE COURSE
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| 1 |
Sales Process – The structured steps from prospecting to closing a deal, including lead generation, qualification, presentation, objection handling, and follow-up.
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| 2 |
Buyer Psychology – Understanding consumer behavior, decision-making processes, and emotional triggers that influence purchasing choices.
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| 3 |
Prospecting & Lead Generation – Identifying potential customers through cold calling, networking, referrals, and digital marketing strategies.
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| 4 |
Effective Communication – Mastering verbal and non-verbal communication, active listening, and persuasive storytelling to engage prospects.
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| 5 |
Negotiation & Closing Techniques – Strategies for overcoming objections, creating value, and securing agreements that benefit both the seller and buyer.
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| 6 |
Sales Metrics & Performance Analysis – Key indicators such as conversion rates, average deal size, customer acquisition cost (CAC), and lifetime value (LTV).
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| 7 |
Relationship Selling & Customer Retention – Building long-term trust and loyalty through consultative selling and personalized customer interactions.
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| 8 |
Technology in Sales – Using CRM software, AI-driven analytics, and automation tools to enhance efficiency and sales performance.
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| 9 |
Sales Team Management & Motivation – Leadership techniques, goal setting, compensation structures, and training programs to drive team success.
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| 10 |
Ethics & Legal Considerations in Sales – Understanding fair selling practices, compliance, contract law, and ethical dilemmas in sales interactions.
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| Week |
Topics |
| 1 |
Relationship Selling Opportunities in the Information Economy p.34 [1.1 Define personal selling and describe the three prescriptions of a personal- selling philosophy. 1.2 Describe the emergence of relationship selling in the age of information. 1.3 Discuss the rewarding aspects of a career in selling today. 1.4 Discuss the different employment settings in selling today. 1.5 Explain how personal- selling skills have become one of the master skills needed for success in the information age and how personal-selling skills contribute to the work performed by knowledge workers. 1.6 Identify the four major sources of sales training.] |
| 2 |
Evolution of Selling Models That Complement the Marketing Concept p.62 [2.1 Discuss the evolution of personal-selling models as an extension of the marketing concept. 2.2 Describe the evolution of consultative selling from the marketing era to the present. 2.3 Define strategic selling and name the four broad strategic areas in the Strategic/Consultative– Selling Model. 2.4 Describe the evolution of partnering and the nature of strategic account management. 2.5 Explain how value- added selling strategies enhance personal selling.] |
| 3 |
Ethics: The Foundation for Partnering Relationships That Create Value p.82 [3.1 Explain the importance of developing a relationship strategy. 3.2 Describe issues that challenge the ethical decision making of salespeople. 3.3 Describe the factors that influence the ethical conduct of sales personnel. 3.4 Describe how ethical decisions influence the building of partnering relationships in selling. 3.5 Discuss guidelines for developing a personal code of ethics that creates value.] |
| 4 |
Creating Value with a Relationship Strategy p.104 [4.1 Explain how partnering relationships add value. 4.2 Discuss how thought processes can enhance your relationship strategy. 4.3 Identify and describe the major nonverbal factors that shape our sales image. 4.4 Describe conversational strategies that help us establish relationships. 4.5 Explain how to establish a self-improvement plan based on personal development strategies.] |
| 5 |
Communication Styles: A Key to Adaptive Selling Today p.121 [5.1 Discuss how communication style influences the relationship process in sales. 5.2 Identify the two major dimensions of the communication style model. 5.3 Explain the four communication styles in the communication style model. 5.4 Learn how to identify your preferred communication style and that of your customer. 5.5 Learn to adapt interpersonal versatility and build strong selling relationships with style flexing.] |
| 6 |
Creating Product Solutions p.146 [6.1 Explain the importance of developing product solutions that add value. 6.2 Describe the importance of becoming an expert regarding product knowledge. 6.3 Discuss the importance of becoming an expert regarding company knowledge. 6.4 Describe how expert knowledge of competition and industry trends improves personal selling. 6.5 List major sources of product, competitor, and industry information. 6.6 Summarize how to add value with a feature– benefit strategy.] |
| 7 |
Product-Selling Strategies That Add Value p.164 [7.1 Describe positioning as a product-selling strategy. 7.2 Explain the 3-D product solutions selling model. 7.3 Discuss product- positioning options. 7.4 Explain how to sell your product with a price strategy. 7.5 Explain how to sell your product with a value- added strategy.] |
| 8 |
The Buying Process and Buyer Behavior p.184 [8.1 Discuss the meaning of a customer strategy. 8.2 Explain the difference between consumer and business buyers. 8.3 Describe the importance of alignment between the selling process and the customer’s buying process. 8.4 Compare the buying process of the transactional, consultative, and strategic alliance buyer. 8.5 List and Describe the various influences that shape customer buying decisions.] |
| 9 |
Developing and Qualifying Prospects and Accounts p.205 [9.1 Discuss the importance of developing a prospect or account. 9.2 Identify and assess important sources of prospects and accounts. 9.3 Describe criteria for qualifying prospects and accounts. 9.4 Explain common methods of collecting and organizing prospect and account information. 9.5 Describe the steps in managing the prospect or account list.] |
| 10 |
Approaching the Customer with Adaptive Selling p.234 [10.1 Describe the three prescriptions that are included in the presentation strategy. 10.2 Discuss the two-part preapproach process. 10.3 Describe team presentation strategies. 10.4 Explain how adaptive selling builds on four broad strategic areas of personal selling. 10.5 Describe the six main parts of the presentation plan. 10.6 Explain how to effectively approach the customer. 10.7 Describe seven ways to convert the prospect’s attention and attract interest.] |
| 11 |
Determining Customer Needs with a Consultative Questioning Strategy p.257 [11.1 Outline the benefits of the consultative-sales process. 11.2 Describe the four parts of the need– satisfaction model. 11.3 Discuss the use of questions to discover customer needs. 11.4 Describe the importance of active listening and the use of confirmation questions. 11.5 Select solutions that match customer needs.] |
| 12 |
Creating Value with the Consultative Presentation p.280 [12.1 List and describe three types of need– satisfaction presentation strategies. 12.2 Present guidelines for creating consultative presentations that add value. 12.3 Describe the elements of a persuasive presentation strategy. 12.4 Describe elements of an effective group presentation. 12.5 Develop selling tools that add value to your sales demonstrations.] |
| 13 |
Negotiating Buyer Concerns p.302 [13.1 Describe the principles of formal negotiations as part of the win-win strategy. 13.2 Describe common types of buyer concerns. 13.3 Discuss specific methods of negotiating buyer concerns. 13.4 Outline methods for creating value in formal negotiations. 13.5 Work with buyers who are trained in negotiation.] |
| 14 |
Adapting the Close and Confirming the Partnership p.323 [14.1 Describe the proper attitude to display toward closing the sale. 14.2 List and discuss selected guidelines for closing the sale. 14.3 Explain how to recognize closing clues. 14.4 Discuss specific methods of closing the sale. 14.5 Explain what to do when the buyer says yes and what to do when the buyer says no.] |
| Prerequisite(s): |
ASSESSMENT
25% Attendance/Attention points for each week if you place all your devices on my desk at the start of class and keep them there until the end of class. One cannot sign if s/he arrives later than 30 minutes. Logic: Haidt, J. (2024). The anxious generation. https://anxiousgeneration.com/research/the-evidence 25% ProjectA: Each student, every week: One sheet, two-page, handwritten reflection paper on weekly main textbook chapter. Use these questions: 1. What are the three most important points in this chapter? 2. How do these concepts apply to society today? 3. Why do you agree or disagree with the author? 4. How does this relate to other subjects you’ve studied? 5. How has this chapter changed your thinking? 6. What lessons can be drawn from any examples or cases? 7. Explain a key theory or framework in your own words. 8. What ethical or social issues arise? How should they be addressed? 9. What was unclear or left you wanting more? 10. How might these ideas evolve in the future? Bring handwritten copy to class to deliver, upload an electronic version to an MS Teams folder under your name.
25% ProjectB: Online certificate. trailhead.salesforce.com/content/learn/trails/force_com_admin_beginner (8 hours) + One sheet, two-page, handwritten reflection paper: What key insights did you gain? How does it connect to our course? What skills will you apply? What challenged or changed your perspective? How would you improve the online course? For verification, send the link of your profile containing the earned badge (salesforce.com/trailblazer/YourUserName).
25% ProjectC: 1. What was the most important topic of this course for you, explain? 2. How are you going to apply the topic you mentioned above to your life, business, and career? One sheet, two-page, handwritten reflection paper.
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Textbook(s):
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MAIN
Manning, G. L., Ahearne, M., Reece, B. L. (2024). Selling today: Partnering to create value. 15e. Pearson.
Kao, L., & Paz, J. (2024). Salesforce For Dummies, 8th Edition. Wiley.
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Additional Literature:
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RECOMMENDED
Weber, P., & Böttger, H. (2023). Sales Meets Brain Research: Just Let Your Customer Buy. Springer Nature.
Vazzana, M., & Doyle, L. S. (2023). The Sales Agility Code: Deploy Situational Fluency to Win More Sales. McGraw Hill Professional.
Rainsberger, L. (2023). Digital Transformation in Sales: How to Turn a Buzzword into Real Sales Practice–A 21-Step Guide. Springer Nature.
Kilian, D., Mirski, P., & Lorenz, B. (2023). Sales Enablement: Tools and Techniques for Modern Sales Organization. Springer Nature.
Rainsberger, L. (2023). The Modern Customer–the PHANTOM: Customers on the Run: How Sales must Respond to Radically New Buying Behavior. Springer Nature.
Berg, A. (2023). Sales on the Go: The Salesperson’s Desk Reference and Formulary for Sales Success. Springer-Verlag New York.
Salman, R. (2023). Sales Essentials: The Tools You Need at Every Stage to Close More Deals and Crush Your Quota. McGraw Hill Professional.
Morris, T. (2023). Coffee’s for Closers. Wiley.
Walford-Grant, M. (2023). Sales Unplugged: The Invaluable “Go-To Guide” for Busy B2B Salespeople. Morgan James Publishing.
Riseley, J. (2023). Stress Less, Sell More: 220 Ways to Prioritize Your Well-Being, Prevent Burnout, and Hit Your Sales Target. Wiley.
Cespedes, F. V. (2021). Sales Management That Works: How to Sell in a World That Never Stops Changing. Harvard Business Press.
Jobber, D., & Lancaster, G. (2019). Selling and sales management. 11e Pearson Education.
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| Laboratory Work: |
-
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| Computer Usage: |
-
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| Others: |
No
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| No |
Program Competencies |
Cont. |
| Bachelor in International Marketing and Logistics Management (3 years) Program |
| 1 |
Identify activities, tasks, and skills in management, marketing, accounting, finance, and economics. |
3 |
| 2 |
Apply key theories to practical problems within the global business context. |
5 |
| 3 |
Demonstrate ethical, social, and legal responsibilities in organizations. |
5 |
| 4 |
Develop an open minded-attitude through continuous learning and team-work. |
5 |
| 5 |
Use technology to enable business growth and sustainability. |
4 |
| 6 |
Synthesize creativity needed for marketing notion with scientific method and numerical skills, for achieving business sustainability. |
4 |
| 7 |
Apply the concepts and structures of modern marketing in global context at private and public sectors. |
5 |
| 8 |
Integrate the management of logistics, supply chain and in total operations with corporate goals and strategies. |
5 |
