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MKTG 220 Introduction to Selling Techniques: Principles underlying the sales process and practical application of these principles to selling situations. Studies role of selling in total marketing process.
Overview
Personal selling is an interpersonal communication process during which a seller uncovers and satisfies the needs and wants of a buyer to the mutual, long-term benefit of both parties. In spite of the growth of other forms of selling, face-to-face meetings and personal relationships between sellers and buyers are more important than ever before. Research indicates that personal visits and personal contacts are still the most effective approach for building committed relationships between a buyer and a seller.
I have created this course to serve you in three ways. First, it will assist you in evaluating personal selling as a professional career. Second, it will expose you to techniques that will prove of immediate value in your first selling position. Third, it will provide you with opportunities to practice these techniques under conditions that are as realistic as possible. You will have, by the completion of the course, identified and started to develop a natural selling style, one based on your strengths and abilities.
Acquiring the skills of a salesperson is of value to you, regardless of your eventual career goal. At one time or another—in fact at most times in life—everyone is selling something. You may be selling yourself during a job interview, or selling your manager on the need for a budget increase, selling your neighbors and the city government on the need to put street lights on your block, even selling your family on going to the restaurant you can afford. Learning the skills of persuasion employed by professional salespeople will help you in all of these instances, and in many more.
In this course you are asked to master two things. The first is content. This you can accomplish by reading your textbook and the supplemental reading assignments; by reviewing the various study aids provided in the textbook; by completing your special activity assignments and the assignments that are to be submitted at regular intervals throughout the course; and by testing yourself using the self-quizzes provided. You will be asked to measure your progress toward content mastery by taking two examinations. Each will be at a natural interval during the course.
A second, equally important, component of your learning is to master the basic skills required of a salesperson. A sales presentation activity has been developed to help you here. In addition, there are occasional special activities and hands-on experiences at appropriate points throughout the course—in the form of Assignments to be turned in for evaluation—that challenge you to apply your newly acquired skills.
My hope is that by mastering both the content and skills required of salespeople everywhere, you will gain a first-hand "taste" of what salespeople do, and how it feels to do it. I also hope that this will motivate you to enter what I consider the most exciting job in business today: professional selling.
Course Objectives
This course will help you to:
- Describe what a salesperson does and the specific value he or she adds to an organization.
- Explain the basic steps in a typical sales process and their application to real business situations.
- Analyze a salesperson's techniques and articulate what he or she is doing well and what needs to be improved.
- Define the role that sales plays in a marketing campaign.
- Understand and discuss the ethical issues faced by sales professionals.
- Explain how to conduct a successful sales call, including the role of verbal and non-verbal communication.
- List the different types of sales presentations and the advantages of each.
- Describe the basic principles of organizing and managing a sales territory.
- Explain the importance of service and support in earning a customer's business.
Required Course Materials
Most World Campus courses require that students purchase materials (e.g., textbooks, specific software, etc.). To learn about how to order materials, please see the Course Materials page. You should check LionPATH approximately 3–4 weeks before the course begins for a list of required materials.Additional materials:
- Additional readings, exercises, self-assessments, etc. are listed for each lesson in the Course Schedule. The text’s companion website and student CD will also be valuable student resources. These provide a variety of learning opportunities.
This course also requires that you access Penn State library materials specifically reserved for this course.
- Additional reading materials will be available through electronic reserve at Penn State's Pattee Library. Instructions on accessing these materials will be provided on the course web site.
Using the Library
Many of the University Libraries resources can be utilized from a distance. Through the Libraries website, you can
- access magazine, journal, and newspaper articles online using library databases;
- borrow materials and have them delivered to your doorstep—or even your desktop;
- get research help via email, chat, or phone using the Ask a Librarian service; and
- much more.
You must have an active Penn State Access Account to take full advantage of the Libraries' resources and service. The Off-Campus Users page has additional information about these free services.
Technical Requirements
For this course we recommend the minimum World Campus technical requirements listed below:
| Operating System | Windows Vista, Windows 7, Windows 8*; Mac OS X 10.5 or higher *Windows 8 support excludes the tablet only RT version |
|---|---|
| Processor | 2 GHz or higher |
| Memory | 1 GB of RAM |
| Hard Drive Space | 20 GB free disk space |
| Browser | We recommend the latest ANGEL-supported version of Firefox or
Internet Explorer. To determine if your browser fits this criterion,
and for advice on downloading a supported version,
please refer to the following ITS knowledge base article: Supported Browsers and Recommended Computers.
Note: Cookies, Java, and JavaScript must be enabled. Pop-up blockers should be configured to permit new windows from Penn State websites. Due to nonstandard handling of CSS, JavaScript and caching, older versions of Internet Explorer (such as IE 6 or earlier) do not work with our courses. |
| Plug-ins | Adobe Reader [Download from Adobe]
Flash Player (v7.0 or later) [Download from Adobe] |
| Additional Software | Microsoft Office (2007 or later) |
| Internet Connection | Broadband (cable or DSL) connection required |
| Printer | Access to graphics-capable printer |
| DVD-ROM | Required |
| Sound Card, Microphone, and Speakers | Required |
| Monitor | Capable of at least 1024 x 768 resolution |
If you need technical assistance at any point during the course, please contact the Service Desk.
For registration, advising, disability services, help with materials, exams, general problem solving, visit World Campus Student Services!
Arranging a Proctor
- Contact a person who meets the qualifications and ask him or her to proctor your exam.
- Student Services must approve your proctor before any exams can be taken. Please see instructions for securing a suitable proctor. While many proctors will serve on a voluntary basis, you are responsible for paying any expenses incurred in retaining a proctor.
- You must submit your proctor for approval or schedule your exams at a testing center using our online proctored exam portal. You will need to enter your proctor's contact information and submit proctor verification documentation. If you have any questions about using the procted exam portal, please visit the how-to guide. Note: If your proctor has been previously approved by the World Campus during a prior course within two years, you do not need to obtain verification. World Campus retains proctor information on file for two years.
- If your proctor does not meet the required specifications, Student Services will notify you within 5 to 7 business days.
- Students registered with Student Disability Resources who are receiving exam accommodations are responsible for providing their letter of accommodation to both faculty/instructors and exam proctors prior to scheduling exams.
- If you are a graduating senior requesting a final exam, please see additional information about early deadlines for course completion and exam scheduling.
- Contact Student Services if you cannot take a scheduled exam.
- Unless you have received permission to take your exam at an alternative time, your proctor will only allow you to take the exam during dates specified in your course.
Note: If you are planning to graduate this semester, please communicate your intent to graduate to your instructor. This will alert your instructor to the need to submit your final grade in time to meet the published graduation deadlines. For more information about graduation policies and deadlines, please refer to Graduation at the Chaiken Center for Student Success.
Course Schedule
Lesson 1: Course Introduction and Professional Selling: A Business, Marketing, and Personal Function
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 1: "Selling and Salespeople"
- Lesson 1 Commentary on Web site
- Textbook Chapter 1 PowerPoint Presentation (optional)
- Chapter 1 Self-Assessment Quiz
- Discussion Forum Activities (2) - participation grade
Lesson 2: You in a Selling Role
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 17: "Managing Your Career"
- Lesson 2 Commentary on Web site
- Textbook Chapter 17 PowerPoint Presentation (optional)
- Chapter 17 Self-Assessment Quiz
- Lesson 2 Assignment -- Letter of Application
- Discussion Forum Activity - participation grade
- From the Exam Forms folder, print the Proctor Information Form and fill it out. Fax (814-865-3290) or surface mail it along with the appropriate proctor verification information to the World Campus.
Lesson 3: Ethical and Legal Issues in Selling
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 3: "Ethical and Legal Issues in Selling"
- Textbook Chapter 3 PowerPoint Presentation (optional)
- Bowen, Shannon A. "Organizational Factors Encouraging Ethical Decision Making..." Journal of Business Ethics 52: 311-324, 2004. (available through electronic reserves)
- Chapter 3 Self-Assessment Quiz
- Discussion Forum Activity - participation grade
Lesson 4: Buying Behavior and the Buying Process
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 4: "Buying Behavior and the Buying Process"
- Lesson 4 Commentaries (2) on Web site
- Textbook Chapter 4 PowerPoint Presentation (optional)
- Chapter 4 Self-Assessment Quiz
- Discussion Forum Activity - participation grade
- Lesson 4 Assignment -- Applying Product Knowledge
Lesson 5: The Universe, Suspects, and Prospects
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 7: "Prospecting"
- Lesson 5 Commentary on Web site
- Textbook Chapter 7 PowerPoint Presentation (optional)
- Chapter 7 Self-Assessment Quiz
- Discussion Forum Activity - participation grade
- Lesson 5 Assignment -- Pre-Approach Homework: Prospect #13
- Complete and submit the Request Form for Exam 1, located in the Exam Forms folder.
Lesson 6: The Straight A's in Selling: Approach and Analyze
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 8: "Planning the Sales Call"
- Lesson 6 Commentaries (2) on Web site
- Textbook Chapter 8 PowerPoint Presentation (optional)
- Chapter 8 Self-Assessment Quiz
- Discussion Forum Activity - participation grade
Lesson 7: The Straight A's in Selling: Advocate
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 9: "Making the Sales Call"
- Lesson 7 commentary on Web site
- Textbook Chapter 9 PowerPoint Presentation (optional)
- Chapter 9 Self-Assessment Quiz
- Lesson 7 Assignment -- Presentation Installment: Questions to Ask
Lesson 8: Midterm Exam
Lesson 9: The Straight A's in Selling: Ask and Answer
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapters 11 and 12: "Responding to Objections" and "Obtaining a Commitment"
- Lesson 9 Commentaries (2) on Web site
- Textbook Chapters 11 and 12 PowerPoint Presentations (optional)
- Chapters 11 and 12 Self-Assessment Quizzes
- Discussion Forum Activity - participation grade
- Lesson 9 Assignment -- Presentation Installment: Objections to Closing
Lesson 10: Adaptive Selling
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 6: "Adaptive Selling for Relationship Building"
- Lesson 10 Commentary on Web site
- Textbook Chapter 6 PowerPoint Presentation (optional)
- Weitz, et al. "Knowledge, Motivation, and Adaptive Behavior: A Framework for Improving Selling Effectiveness." Journal of Marketing 50 (October 1986): 174-191. (available through electronic reserves)
- Chapter 6 Self-Assessment Quiz
- Discussion Forum Activity - participation grade
- Lesson 10 Assignment -- Determining a Person's Social Style
Lesson 11: The Straight A's in Selling: Apply
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapters 10 and 13: "Strengthening the Presentation" and "Formal Negotiating"
- Lesson 11 Commentary on Web site
- Textbook Chapters 10 and 13 PowerPoint Presentations (optional)
- Chapters 10 and 13 Self-Assessment Quizzes
- Discussion Forum Activity - participation grade
- Lesson 11 Assignment -- Presentation Installment: Features/Advantages/Benefits
Lesson 12: Communicating Effectively
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapter 5: "Using Communication Principles to Build Relationships"
- Lesson 12 Commentary on Web site
- Textbook Chapter 5 PowerPoint Presentation (optional)
- Chapter 5 Self-Assessment Quiz
- Discussion Forum Activity - participation grade
- Lesson 12 Assignment -- Presentation Installment: Sales Call Critique
- Complete and submit the Request Form for Exam 2, located in the Exam Forms folder.
Lesson 13: Managing Your Time and Sales Territory
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapters 15 and 16: "Managing Your Time and Territory" and "Managing Within Your Company"
- Lesson 13 Commentary on Web site
- Textbook Chapters 15 and 16 PowerPoint Presentations (optional)
- Chapters 15 and 16 Self-Assessment Quizzes
- Discussion Forum Activities (2) - participation grade
- Lesson 13 Assignment -- Territory Analysis and Call Plan
Lesson 14: Building Long-Term Partnerships and Work of a Salesperson
ASSIGNMENTS and ACTIVITIES
- READING ASSIGNMENTS:
- Weitz, Personal Selling Chapters 2 and 14: "Building Partnering Relationships" and "After the Sale: Building Long-Term Partnerships"
- Lesson 14 Commentary on Web site
- Textbook Chapters 2 and 14 PowerPoint Presentations (optional)
- Jap, Sandy, "The Strategic Role of the Salesforce in Developing Customer Satisfaction...", Journal of Personal Selling and Sales Management XXI, no. 2 (Spring 2001), 95-108. (available through electronic reserves)
- Ingram, Thomas, R.W. LaForge, T.W. Leigh, "Selling In the New Millenium: A Joint Agenda", Industrial Marketing Management 31 (2002), 559-567. (available through electronic reserves)
- Chapters 2 and 14 Self-Assessment Quizzes
- Discussion Forum Activities (2) - participation grade
- Lesson 14 Assignment -- Sales Observation Report: A Capstone Activity
Lesson 15: Final Exam
Note:
Formal instruction will end on the last day of class. Provided that you have an active Penn State Access Account user ID and password, you will continue to be able to access the course materials for one year, starting from the end date of the academic semester in which the course was offered (with the exception of library reserves and other external resources that may have a shorter archival period). After one year, you might be able to access the course based on the policies of the program or department offering the course material, up to a maximum of three years from the end date of the academic semester in which the course was offered. For more information, please review the University Course Archival Policy.
Course grade will be based on composite of performance evaluations in several areas:
- Lesson Assignments (180 points): The course has 9 Lesson Assignments wherein most often you apply what you have been studying to a specific marketing situation. These assignments are intended to compel you to think about the content of this course within the context of the workplace.
- Midterm Exam (100 points): The tests will consist of multiple-choice questions. You will be asked to pick the best answer from among those presented. However, if you think that a question is ambiguous or that more than one answer is appropriate (for example, the answer depends on some unstated assumption), you will have the opportunity to write out a brief explanation (defense) of your logic and your answer. You will be given credit if your explanation reveals that you understand the issues involved. (Note: there is not a requirement to write explanations--and most students find that they are not necessary.) Midterm exam will have 100 questions and they will sample about evenly from both the general concepts and the details presented in the text.
- Final Exam (100 points): The final exam will consist of multiple-choice questions. The objective portion of the final exam will be like the midterm and it will only cover the topics covered after the first exam. Similar to the midterm exam, it will consist of 100 questions.
- Participation (20 points): Students are expected to participate in online activities and discussions. Because of the importance of discussion to meeting the objectives of the course, students also will be evaluated on the frequency and quality of their participation. This evaluation will be based on the level of preparation for class discussion and student analysis and integration of the assigned materials. Students are expected to communicate their ideas clearly and persuasively. The following behavioral descriptions and corresponding number of participation points is a useful guide to different levels and their values.
- Less than 5 points: student irregularly logs onto course system and fails to reliably respond to requests for input
- 10 points: student regularly logs onto the course system and responds to direct requests for input (i.e., email)
- 15 points: includes the above, but also includes periodic and timely contributions to class message boards/threaded discussion, clear involvement, active, quality responses and questions pertaining to online activities
- 20 points: includes all of the above but is distinguishable according to regular, timely, and high quality nature of the participation. For example, a 20-point level contribution to a message board not only responds to preceding postings, but it reflects insight and depth of understanding of course materials and/or stimulates additional relevant discussion.
Please refer to the University Registrar's information about University grading policies.
Academic Integrity
According to Penn State policy G-9: Academic Integrity (for undergraduate students in undergraduate courses) and policy GCAC-805 Academic Integrity (for graduate students and undergraduate students in graduate courses), an academic integrity violation is “an intentional, unintentional, or attempted violation of course or assessment policies to gain an academic advantage or to advantage or disadvantage another student academically.” Unless your instructor tells you otherwise, you must complete all course work entirely on your own, using only sources that have been permitted by your instructor, and you may not assist other students with papers, quizzes, exams, or other assessments. If your instructor allows you to use ideas, images, or word phrases created by another person (e.g., from Course Hero or Chegg) or by generative technology, such as ChatGPT, you must identify their source. You may not submit false or fabricated information, use the same academic work for credit in multiple courses, or share instructional content. Students with questions about academic integrity should ask their instructor before submitting work.
Students facing allegations of academic misconduct may not drop/withdraw from the affected course unless they are cleared of wrongdoing (see G-9: Academic Integrity or GCAC-805 Academic Integrity as appropriate). Attempted drops will be prevented or reversed, and students will be expected to complete course work and meet course deadlines. Students who are found responsible for academic integrity violations face academic outcomes, which can be severe, and put themselves at jeopardy for other outcomes which may include ineligibility for Dean’s List, pass/fail elections, and grade forgiveness. Students may also face consequences from their home/major program and/or The Schreyer Honors College.
How Academic Integrity Violations Are Handled
World Campus students are expected to act with civility and personal
integrity; respect other students' dignity, rights, and property; and help
create and maintain an environment in which all can succeed through the
fruits of their own efforts. An environment of academic integrity is
requisite to respect for oneself and others, as well as a civil community.
In cases where academic integrity is questioned, procedures allow a student to accept or contest/appeal the allegation. If a student chooses to contest/appeal the allegation, the case will then be managed by the respective school, college or campus Academic Integrity Committee. Review procedures may vary by college, campus, or school, but all follow the aforementioned policies.
All academic integrity violations are referred to the Office of Student Accountability and Conflict Response, which may assign an educational intervention and/or apply a Formal Warning, Conduct Probation, Suspension, or Expulsion.
Information about Penn State's academic integrity policy is included in the information that students receive upon enrolling in a course. To obtain that information in advance of enrolling in a course, please contact us by going to the Contacts & Help page.