06240676 - Sales Management
| Niveau de diplôme | |
|---|---|
| Crédits ECTS | 4 |
| Volume horaire total | 39 |
| Volume horaire CM | 24 |
| Volume horaire TD | 15 |
Responsables
- Laure CHAMBOST GUIGARD
- Daniel KERACKIAN
Objectifs
Students interested in discovering an unknown but exciting job within the organization are welcome to this course designed by passionate professors.
This course is an introduction to sales at large, specifically focusing on inter-organizational relations. It helps students discover the fundamental principles underlying selling and sales management.
First, the course introduces various concepts like exchange and value. Then it provides an overview of sales in the B2B context. Exploring the history of sales and trade offers a fresh perspective on the role of selling in our contemporary world. The course also emphasizes the role of salespeople within and outside an organization. Students will gain insights into the sales function, the sales profession, and the current transformations in selling practices.
Most of the course will be dedicated to studying the selling process and the main methods of sales and negotiation employed throughout. Students will be introduced to the primary negotiation strategies in a commercial setting. Additionally, we will explore the purchasing process and the perspective of the buyer, mirroring the selling process.
Once the foundations of sales knowledge are established, students will learn how to manage a sales force by stimulating sales performance, recruiting, compensating, and motivating salespeople. The course will conclude with two sessions focusing on the latest developments in sales, such as the collaborative efforts between the sales and marketing functions in lead management. In a final session, we will discuss the latest trends in sales, including the digitalization of the profession and emerging roles like Key Account Manager or Customer Success Manager.
Welcome to the commercial land!
Estimation of private study (outside of contact hours): 20 hours (learning and revising the lessons + preparing the final written assessment + designing the final oral presentation in group).
TARGETED KNOWLEDGE AND SKILLS
At the end of this course, students should be able to:
• Understand the basic principles and strategies of B2B marketing and sales.
• Know the evolution of sales practices over time.
• Articulate the various stages and components of the selling process, from prospecting and lead generation to closing the sale and managing customer relationships.
• Conduct effective sales interviews, asking probing questions, and addressing objections.
• Understand buyer motivations and reach mutually beneficial agreements.
• Appraise salespeople’s crucial role within an organization and understand how the sales function contributes to overall business success.
• Understand B2B customers and their decision-making processes, as well as the role of the purchasing function in B2B transactions.
• Assess and improve sales performance, including key performance indicators (KPIs) and metrics used to measure sales effectiveness.
• Understand individual and team motivations and implement effective sales performance management systems.
• Know best practices for recruiting and selecting sales professionals, as well as designing competitive compensation plans and sales incentive structures.
• Be aware of the importance of collaboration between the sales and marketing functions in managing and nurturing leads throughout the sales funnel.
By acquiring these targeted knowledge and skills, students will develop a comprehensive understanding of B2B marketing and sales and practical abilities to excel in various aspects of the sales process and effectively collaborate with other functions within an organization.
This course is an introduction to sales at large, specifically focusing on inter-organizational relations. It helps students discover the fundamental principles underlying selling and sales management.
First, the course introduces various concepts like exchange and value. Then it provides an overview of sales in the B2B context. Exploring the history of sales and trade offers a fresh perspective on the role of selling in our contemporary world. The course also emphasizes the role of salespeople within and outside an organization. Students will gain insights into the sales function, the sales profession, and the current transformations in selling practices.
Most of the course will be dedicated to studying the selling process and the main methods of sales and negotiation employed throughout. Students will be introduced to the primary negotiation strategies in a commercial setting. Additionally, we will explore the purchasing process and the perspective of the buyer, mirroring the selling process.
Once the foundations of sales knowledge are established, students will learn how to manage a sales force by stimulating sales performance, recruiting, compensating, and motivating salespeople. The course will conclude with two sessions focusing on the latest developments in sales, such as the collaborative efforts between the sales and marketing functions in lead management. In a final session, we will discuss the latest trends in sales, including the digitalization of the profession and emerging roles like Key Account Manager or Customer Success Manager.
Welcome to the commercial land!
Estimation of private study (outside of contact hours): 20 hours (learning and revising the lessons + preparing the final written assessment + designing the final oral presentation in group).
TARGETED KNOWLEDGE AND SKILLS
At the end of this course, students should be able to:
• Understand the basic principles and strategies of B2B marketing and sales.
• Know the evolution of sales practices over time.
• Articulate the various stages and components of the selling process, from prospecting and lead generation to closing the sale and managing customer relationships.
• Conduct effective sales interviews, asking probing questions, and addressing objections.
• Understand buyer motivations and reach mutually beneficial agreements.
• Appraise salespeople’s crucial role within an organization and understand how the sales function contributes to overall business success.
• Understand B2B customers and their decision-making processes, as well as the role of the purchasing function in B2B transactions.
• Assess and improve sales performance, including key performance indicators (KPIs) and metrics used to measure sales effectiveness.
• Understand individual and team motivations and implement effective sales performance management systems.
• Know best practices for recruiting and selecting sales professionals, as well as designing competitive compensation plans and sales incentive structures.
• Be aware of the importance of collaboration between the sales and marketing functions in managing and nurturing leads throughout the sales funnel.
By acquiring these targeted knowledge and skills, students will develop a comprehensive understanding of B2B marketing and sales and practical abilities to excel in various aspects of the sales process and effectively collaborate with other functions within an organization.
Contenu
COURSE OUTLINE
1. Fundamentals of B2B marketing and sales
2. History of sales and trade
3. The selling process
4. The sales interview
5. Introduction to commercial negotiation
6. The role of salespeople and the sales function in the organization
7. The B-to-B customer and the Purchasing function
8. The sales performance model
9. Motivating the sales force
10. Recruiting and compensating the sales force
11. Sales & Marketing: Collaboration around lead management
12. Last trends: KAM, Customer Success Management, Sales Enablement, digitalization of the sales function, social selling
1. Fundamentals of B2B marketing and sales
2. History of sales and trade
3. The selling process
4. The sales interview
5. Introduction to commercial negotiation
6. The role of salespeople and the sales function in the organization
7. The B-to-B customer and the Purchasing function
8. The sales performance model
9. Motivating the sales force
10. Recruiting and compensating the sales force
11. Sales & Marketing: Collaboration around lead management
12. Last trends: KAM, Customer Success Management, Sales Enablement, digitalization of the sales function, social selling
Bibliographie
RECOMMENDED TEXTS AND PUBLICATIONS
• Getting to Yes (Fisher & Ury, 2015)
• The Nature of the Firm (Coase, 1937)
• The Determinants of Salesperson Performance: A Meta-Analysis (Churchill et al., 1985).
EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE
• A Factor Analytic Study of the Personal Selling Process (Dubinsky, 1981)
• Building a winning sales force (Zoltners, Sinha & Prabhakant, 2009)
• Management de la force de vente (Fournier, 2016)
RESOURCES AVAILABLE
Academic papers are provided in PDF format and will be available for upload on Moodle.
Books are available on OmniBU.
• Getting to Yes (Fisher & Ury, 2015)
• The Nature of the Firm (Coase, 1937)
• The Determinants of Salesperson Performance: A Meta-Analysis (Churchill et al., 1985).
EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE
• A Factor Analytic Study of the Personal Selling Process (Dubinsky, 1981)
• Building a winning sales force (Zoltners, Sinha & Prabhakant, 2009)
• Management de la force de vente (Fournier, 2016)
RESOURCES AVAILABLE
Academic papers are provided in PDF format and will be available for upload on Moodle.
Books are available on OmniBU.
Contrôles des connaissances
Individual grade
Written, 1h
Nature of the assessment: written sit-in exam with multiple choice quiz and open questions
Other grade(s)
Grading during class, 15-minute oral presentation in a group
Weight: Individual grade (60 %) + In-group grade (40 %)
Written, 1h
Nature of the assessment: written sit-in exam with multiple choice quiz and open questions
Other grade(s)
Grading during class, 15-minute oral presentation in a group
Weight: Individual grade (60 %) + In-group grade (40 %)
Informations complémentaires
TEACHING METHODS
The teaching method used is:
• Interactive lectures (CM)
• Case study and role plays (TD)
The class must be caring and respectful in everyone's learning, especially regarding role plays and oral presentations. Even shy students must participate in sales and negotiation role plays
NATURE OF MATERIALS
Students are required to take notes on the teacher's presentation. No course materials will be provided, except for a PDF file containing the course's main structure, definitions, and diagrams. This material is intended solely for this course and should not be shared outside of it.
TEACHING INNOVATIONS AND USE OF TECHNOLOGY
Wooclap will be used to create an interactive and dynamic learning experience. Active participation and engagement from students are expected throughout the course.
The teaching method used is:
• Interactive lectures (CM)
• Case study and role plays (TD)
The class must be caring and respectful in everyone's learning, especially regarding role plays and oral presentations. Even shy students must participate in sales and negotiation role plays
NATURE OF MATERIALS
Students are required to take notes on the teacher's presentation. No course materials will be provided, except for a PDF file containing the course's main structure, definitions, and diagrams. This material is intended solely for this course and should not be shared outside of it.
TEACHING INNOVATIONS AND USE OF TECHNOLOGY
Wooclap will be used to create an interactive and dynamic learning experience. Active participation and engagement from students are expected throughout the course.