06240676 - Sales Management

B2B sales operate in a multifaceted environment shaped by economic, social, technological, environmental, legal, and political forces. This environment evolves rapidly, and sales professionals must now go beyond traditional competitive approaches to create value for customers, their organization, and themselves.

This course introduces students to modern sales management, emphasizing a consultative, value‑driven approach. It strengthens foundational knowledge in prospecting, the sales process, and negotiation, while developing practical skills to understand customer expectations, anticipate objections, and respond effectively.
A strong focus is placed on responsible, ethical, and sustainable sales practices. Students will learn to build and manage a sales pipeline, analyze sales data, foster customer loyalty, and navigate intercultural business contexts.

The course also integrates technological tools such as CRM systems, online sales platforms, and emerging innovations in digital sales. Students will explore the role of the sales manager, including recruitment, motivation, team development, and key account management.
Through case studies, role‑plays, and collaborative activities, students will gain hands‑on experience and develop teamwork and communication skills essential for real‑world sales environments.

Estimated individual study time: 20 hours (lecture review, exercises, assessment preparation, personal and group presentation).

DIMENSION OF SOCIAL RESPONSIBILITY

Several course components address Corporate Social Responsibility (CSR).
In B2B relationships, CSR plays a decisive role, particularly in responsible purchasing practices that consider suppliers’ social and environmental impacts.

TARGETED KNOWLEDGE AND SKILLS 

By the end of the course, students will be able to:

• Revisit the fundamentals of B2B sales process accordance to marketing strategy.
• Identify and target prospects, build contact lists, and design prospecting approaches.
• Analyze customer expectations, concerns, and stakeholder roles in the purchasing process.
• Prepare and conduct customer meetings using effective communication techniques.
• Apply negotiation tactics, handle objections, and close deals.
• Understand internal workflows, team coordination, and customer data management.
• Understand methods to recruit salespeople, design compensation and ensure talent retention.
• Motivate, train, and evaluate sales team members.
• Work effectively with international customers by understanding cultural differences.
• Develop action plans, monitor performance, and adjust sales strategies.
• Manage strategic customer relationships and key account responsibilities.
• Stay informed about technological innovations and new sales methods.

These competencies provide students with a comprehensive understanding of B2B sales and marketing, along with the practical skills needed to collaborate across organizational functions.

COURSE OUTLINE

1. Fundamentals of B2B sales and marketing
2. Building an effective prospecting strategy
3. Understanding customers and stakeholders
4. Preparing and conducting customer meetings
5. Negotiating, securing, and closing sales
6. Managing sales processes within the organization
7. Attracting, hiring, and compensating salespeople
8. Developing sales team performance
9. Managing cross‑cultural sales relationships
10. Implementing sales enablement
11. Acting as a Key Account Manager
12. Leveraging new trends and innovations in sales

BIBLIOGRAPHY
PRESCRIBED TEXTS AND PUBLICATIONS

• Getting to yes - Roger Fisher, William Ury / (revised by B.Patton - 2011)
• SPIN Selling - Neil Rackham (1988)
• New Sales. Simplified - Mike Weinberg (2012)
• The Challenger Sale - Dixon & Adamson (2011)

RECOMMENDED TEXTS AND PUBLICATIONS

• Dixon & Adamson - “The End of Solution Sales” (HBR, 2012)
• Rackham, N. - “The SPIN Selling Fieldbook” (Harvard Business Review)

EMBLEMATIC BOOKS OR RESEARCH PAPERS REGARDING THE SUBJECT OF THE COURSE

• Building a Winning Sales Force - Zoltners, Sinha & Lorimer (2009)
• Start with Why - Simon Sinek (2011)

TEXTS AND PUBLICATIONS OF IAELYON FACULTY ON THE SUBJECT OF THE COURSE  

Selected publications from the iaelyon research units:
1. Sales Process and Sales Management
2. Performance Steering and Business Analytics
3. Managerial communication and Leadership

Individual grade
Individual assessment reflecting the topics addressed throughout the course and tutorial sessions, 2h

Other grade(s) 
Oral presentation, 15 minutes

Weight: individual grade (60%) / In-group grade (40%)

TEACHING METHODS

The teaching method used is: 
• Interactive lectures (CM)
• Case studies and role-playing exercises (TD)

The course combines theoretical input with practical experience sharing. Students are encouraged to participate actively and express themselves respectfully, regardless of their level of confidence or prior experience.

NATURE OF MATERIALS

The lecturer provides visual and audiovisual course materials. Students receive these resources at the end of each session and are strongly encouraged to complement them with personal notes.

TEACHING INNOVATIONS AND USE OF TECHNOLOGY

Students will explore digital sales tools such as CRM (Customer Relationship Management) platforms, Sales Intelligence and Competitive Monitoring Tools, sales enablement tools, AI‑based solutions…

RESOURCES AVAILABLE

Academic articles (PDF) available on Moodle.
Books accessible via OmniBU.