COURSE INFORMATION Course Title: SALES TECHNIQUES AND MANAGEMENT

Code	Course Type	Regular Semester	Theory	Practice	Lab	Credits	ECTS
BUS 234	B	4	3	0	0	3	5

Academic staff member responsible for the design of the course syllabus (name, surname, academic title/scientific degree, email address and signature)	NA
Main Course Lecturer (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	Dr. Gerti Dajçi gdajci@epoka.edu.al , 11:30-12:15
Second Course Lecturer(s) (name, surname, academic title/scientific degree, email address and signature) and Office Hours:	NA
Teaching Assistant(s) and Office Hours:	NA
Language:	English
Compulsory/Elective:	Compulsory
Study program: (the study for which this course is offered)	Bachelor in International Marketing and Logistics Management (3 years)
Classroom and Meeting Time:	8:45-11:30 a.m.
Code of Ethics:	Code of Ethics of EPOKA University Regulation of EPOKA University "On Student Discipline"
Attendance Requirement:	75% compulsory, 25% proper use it (No justification accepted)
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.
Course Objectives:	The main objective of the course is to equip students with the basic knowledge of the sales concepts, principles and techniques of sales management. Also, through the analysis of case studies, students will achieve a full understanding of how companies in Albania use these concepts, as well as being able to adapt successful practices and experiences of prestigious companies in the world.

BASIC CONCEPTS OF THE COURSE

1	Definitions of the sales force and its dynamics
2	Forms of sales organization; respective advantages and disadvantages
3	Planning, recruitment and efficient integration techniques of the sales
4	strategic management of sales territories
5	motivational and incentive sales schemes
6	the process of planning, projections and setting sales objectives
7	sales process and efficient sales techniques

COURSE OUTLINE

Week	Topics
1	Course introduction/ Syllabus review
2	Overview of Personal Selling (Ch.1) Define personal selling and describe its unique characteristics as a marketing communications tool. Distinguish between transaction-focused traditional selling and trust-based relationship selling, with the latter focusing on customer value and sales dialogue. Understand sales professionalism as a key driver in the continued evolution of personal selling. Explain the contributions of personal selling to society, business firms, and customers Discuss five alternative approaches to personal selling Understand the sales process as a series of interrelated steps Describe several aspects of sales careers, types of selling jobs, and the key qualifications needed for sales success
3	Building Trust and Sales Ethics (Ch.2) Explain what trust is Explain why trust is important Understand how to earn trust Know how knowledge bases help build trust and relationships Understand the importance of sales ethics Extent of the buyer’s confidence that he or she can rely on the salesperson’s integrity Integral part of the relationship between customers and suppliers Results in increased long-term revenues and profits
4	Understanding Buyers (Ch.3) Categorize primary types of buyers Discuss the distinguishing characteristics of business markets List the different steps in the business-to-business buying process Discuss the different types of buyer needs Describe how buyers evaluate suppliers and alternative sales offerings by using the multi-attribute model of evaluation Explain the two-factor model that buyers use to evaluate the performance of sales offerings and develop satisfaction Explain the different types of purchasing decisions Describe the four communication styles and how salespeople must adapt and flex their own styles to maximize communication Explain the concept of buying teams and specify the different member roles Understand means of engaging customers
5	Communication Skills (Ch.4) Explain the importance of collaborative, two- way communication in trust-based selling Explain the primary types of questions and how they are applied in selling Illustrate the diverse roles and uses of strategic questioning in trust-based selling Identify and describe the five steps of the ADAPT questioning sequence for effective fact-finding and needs discovery Discuss the four sequential steps for effective active listening Discuss the superiority of pictures over words for explaining concepts and enhancing comprehension Describe and interpret the different forms of nonverbal communication
6	Final Project Review & 1-st Quiz
7	Guest Lecturer (Field Trip in a business)
8	MIDTERM EXAM
9	Strategic Prospecting and preparing for Sales Dialogue & Presentations (Ch. 5 & 6) Discuss why prospecting is an important and challenging task for salespeople Explain strategic prospecting and each stage in the strategic prospecting process Describe the major prospecting methods and give examples of each method Explain the important components of a strategic prospecting plan Discuss the types of information salespeople need to prepare for sales dialogue; Explain why it is essential to focus on the customer when planning sales calls Understand alternative ways of communicating with prospects and customers through canned sales presentations, written sales proposals, and organized sales dialogues and presentations Discuss the nine components in the sales dialogue template that can be used for planning an organized sales dialogue or presentation Explain how to write a customer value proposition statement Link buying motives to benefits of the seller’s offering, support claims made for benefits, and reinforce verbal claims made Engage the customer by setting appointments
10	Creating and Communicating Value; (Ch.7) Addressing Concerns and Earning Commitment (Ch. 8) Describe the key characteristics of effective sales dialogue Explain how salespeople can generate feedback from buyers Discuss how salespeople use confirmed benefits to create customer value Describe how verbal support can be used to communicate value in an interesting and understandable manner Discuss how sales aids can engage and involve buyers Explain how salespeople can support product claims Discuss the special considerations involved in sales dialogue with groups; Explain why it is important to anticipate and overcome buyer concerns and resistance Understand why prospects raise objections Describe the five major types of sales resistance Explain how the LAARC method can be used to overcome buyer resistance Describe the recommended approaches for responding to buyer objections List and explain the earning commitment techniques that secure commitment and closing
11	Expanding Customer Relationship (Ch. 9) Explain how to follow-up to assess customer satisfaction Explain how to harness technology to enhance follow-up and buyer–seller relationships Discuss how to take action to ensure customer satisfaction Discuss how to expand collaborative involvement Explain how to add value and enhance mutual opportunities & ( 2-nd Quiz)
12	Adding Value: Self-leadership and Teamwork (Ch.10) The five sequential steps of self-leadership The four levels of sales goals and explain their interrelationships Techniques for account classification The application of different territory routing techniques The usefulness of different types of selling technology and automation Increasing customer value through teamwork The six skills for building internal relationships and teams & Final Project Presentations (Part One)
13	Final Project Presentations (Part Two)
14	FINAL EXAM

Prerequisite(s):	None
Textbook(s):	SELL (2020) (Ingram & Williams)
Additional Literature:	Sales Management (Ingram & Williams) 10-th edition
Laboratory Work:	N/A
Computer Usage:	yes
Others:	No

COURSE LEARNING OUTCOMES

1	Understanding the basic elements of sales techniques and management;
2	Understanding strategic planning in the sales management process;
3	Discussion of available techniques for sales development, training and motivation;
4	Identification of the types of organizational structures of the sales and the main activities of the sales;
5	Discussion of methods and forecasting, and marketing decision support systems;
6	Understanding sales management and issues related to selling in global markets.

COURSE CONTRIBUTION TO... PROGRAM COMPETENCIES (Blank : no contribution, 1: least contribution ... 5: highest contribution)

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

COURSE EVALUATION METHOD

Method	Quantity	Percentage
Midterm Exam(s)	1	30
Project	1	20
Quiz	2	5
Final Exam	1	40
	Total Percent:	100%

ECTS (ALLOCATED BASED ON STUDENT WORKLOAD)

Activities	Quantity	Duration(Hours)	Total Workload(Hours)
Course Duration (Including the exam week: 16x Total course hours)	16	3	48
Hours for off-the-classroom study (Pre-study, practice)	3	13	39
Mid-terms	1	3	3
Assignments	1	2	2
Final examination	1	3	3
Other	3	10	30
Total Work Load:			125
Total Work Load/25(h):			5
ECTS Credit of the Course:			5

CONCLUDING REMARKS BY THE COURSE LECTURER

Greetings Everyone. It is important for your education to participate in classroom discussions, case studies, or other opinions during class hours. This process is to gain knowledge on the subject or learn from each other. I wish you good luck in your endeavor.