Portland Community College | Portland, Oregon

     Instructors will teach in accordance with the goals and
     objectives listed in this course content guide(CCG). The CCG
     was developed by the college-wide subject area faculty and
     approved by management. Instructors will be required to
     cover the goals and objectives in this CCG.
                               
               1.0 SELLING AS A PROFESSION
     INSTRUCTIONAL GOALS:  
     To give the student an overview of selling as a profession.
     OBJECTIVES:
     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.
             2.0 PREPARATION FOR SUCCESSFUL SELLING
     INSTRUCTIONAL GOAL:
     To understand the importance of sales knowledge about buyer
     behavior, communication skills, products, prices,
     distribution, promotion, and competition.
     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.
                   3.0 THE DYNAMICS OF SELLING
     INSTRUCTIONAL GOAL:
     To develop selling skills that involve prospecting,
     planning, presenting, handling objectives, closing, follow-
     up, and servicing customers after the sale.
     3.1 Understand the process of prospecting and the           
         preapproach.
          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.
                   4.0 SPECIAL SELLING TOPICS
     INSTRUCTIONAL GOALS:
     To familiarize students with current issues and certain
     situations that may be different from the norm.
     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.
VI.  INSTRUCTOR QUALIFICATIONS
     Masters Degree in Business*, Marketing preferred. A minimum
     of a Bachelor's Degree in Business which meets vocational
     approval requirements (three years experience required in
     the related field).
     *Master's Degree in Business will include Master's in
     Business Education or Business Administration.
    
 

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.
 

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

     Instructors will teach in accordance with the goals and
     objectives listed in this course content guide(CCG). The CCG
     was developed by the college-wide subject area faculty and
     approved by management. Instructors will be required to
     cover the goals and objectives in this CCG.
                               
               1.0 SELLING AS A PROFESSION
     INSTRUCTIONAL GOALS:  
     To give the student an overview of selling as a profession.
     OBJECTIVES:
     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.
             2.0 PREPARATION FOR SUCCESSFUL SELLING
     INSTRUCTIONAL GOAL:
     To understand the importance of sales knowledge about buyer
     behavior, communication skills, products, prices,
     distribution, promotion, and competition.
     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.
                   3.0 THE DYNAMICS OF SELLING
     INSTRUCTIONAL GOAL:
     To develop selling skills that involve prospecting,
     planning, presenting, handling objectives, closing, follow-
     up, and servicing customers after the sale.
     3.1 Understand the process of prospecting and the           
         preapproach.
          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.
                   4.0 SPECIAL SELLING TOPICS
     INSTRUCTIONAL GOALS:
     To familiarize students with current issues and certain
     situations that may be different from the norm.
     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.
VI.  INSTRUCTOR QUALIFICATIONS
     Masters Degree in Business*, Marketing preferred. A minimum
     of a Bachelor's Degree in Business which meets vocational
     approval requirements (three years experience required in
     the related field).
     *Master's Degree in Business will include Master's in
     Business Education or Business Administration.