Sheridan Course Outlines

Land Acknowledgement

Sheridan College resides on land that has been, and still is, the traditional territory of several Indigenous nations, including the Anishinaabe, the Haudenosaunee Confederacy, the Wendat, and the Mississaugas of the Credit First Nation. We recognize this territory is covered by the Dish with One Spoon treaty and the Two Row Wampum treaty, which emphasize the importance of joint stewardship, peace, and respectful relationships.

As an institution of higher learning Sheridan embraces the critical role that education must play in facilitating real transformational change. We continue our collective efforts to recognize Canada's colonial history and to take steps to meaningful Truth and Reconciliation.

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2021
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Canadian Institute of Entrepre, Consulting Essentials, Marketing & Sales Certificate, Sales
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20210118_00
Status: Approved (APPR)

Section I Notes: Access to the course materials and assignments will be available on Sheridan's Learning and Teaching Environment (SLATE). Students will need reliable access to a computer and the internet.

Section II: Course Details

Detailed Description
Students examine selling as a profession and their role in successfully building customer relationships. In preparation for relationship selling, students learn the 10 steps of the selling process and analyze the psychology of selling, buyer behaviour, and examine the communication strategies needed to adapt to different customer behavioural styles. The essential skills, qualities and techniques necessary to succeed in today's business environment are identified and applied in a variety of formats including roundtable discussions, video exercises, case studies and role play. Students plan, research, prepare and deliver a solution-based sales presentation.

Program Context

Canadian Institute of Entrepre	Program Coordinator(s): N/A
N/A
Consulting Essentials	Program Coordinator(s): N/A
N/A
Marketing & Sales Certificate	Program Coordinator(s): N/A
N/A
Sales	Program Coordinator(s): N/A
N/A

Course Critical Performance and Learning Outcomes

	Critical Performance:
	By the end of this course, students will have demonstrated the ability to use a relationship selling approach to research, plan and deliver a persuasive sales presentation for a product or service to a prospective business buying customer leading to customer commitment.

Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

Identify the steps of the selling process to support the development of professional sales relationships with stakeholders, and to gauge and improve sales performance.
Apply core professional selling strategies that involve planning, preparing for, and implementing the relationship selling process.
Plan a sales call by setting call objectives based on customer needs.
Deliver a sales presentation that will earn a customer's commitment.
Develop a sales plan as a sales representative in preparation for selling a product or service to a prospective company.
Investigate alternative communication strategies to successfully adapt to different buyer personality styles.
Compare the nature, complexity and implications of selling in business-to-business and business-to-consumer environments.
Apply the principles of relationship selling that translate into success as a professional sales representative.
Investigate strategies to overcome buyer concerns and conflict situations that will achieve Win/Win (mutually beneficial) results between buyer and seller.
Deliver professional behaviour such as adherence to commitments and deadlines, empathy, listening, and preparedness that build trust and gain confidence of the customer.

Evaluation Plan
Students demonstrate their learning in the following ways:

Evaluation Plan: IN-CLASS

	Test 1	15.0%
	Test 2	20.0%
	Sales Call Plan	20.0%
	Case Studies	15.0%
	Sales Presentation	15.0%
	Video Case Problems	15.0%
	Total	100.0%

Evaluation Notes and Academic Missed Work Procedure:

TEST AND ASSIGNMENT PROTOCOL

The following protocol applies to every course offered by Continuing and Professional Studies.

1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the instructor.

2. Students must write all tests at the specified date and time. Missed tests, in-class/online activities, assignments and presentations are awarded a mark of zero. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding Sundays and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not.  An extension or make-up opportunity may be approved by the instructor at his or her discretion.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam
Notes:

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Instruction Mode: In-Class
Professor: Multiple Professors
Resource(s):

	Type	Description
Required	Textbook	ABC's of Relationship Selling Through Service, Futrell, Valvasori, Rourke et al, McGraw Hill, Canadian 7th Edition, ISBN 9781259270796

Applicable student group(s): Faculty of Continuing and Professional Studies - In-Class/Virtual students
Course Details:

Classes 1 & 2

Module 1: Selling as a Profession

Topics:

- The Life, Times, and Career of a Professional Salesperson (Chpt 1)

- Retail, Business, Services and Nonprofit Selling (Chpt 14)

Learning Activity and Assessment:

- Readings of Chapters 1, 14 in Text

- Supplementary Readings:

“Sales is Never Going Back”, by Boyce & Harrington

- Review Module 1 Overview Presentation

- Review PPTs of Chapter 1 and Chapter 14

- Video: Xerox- Building Customer Relationships (Chapter 1) . View Video and submit answers to Questions (worth 3%)

Learning Outcome(s): 1,7,8,10

Classes 3 and 4

Module 2: Preparation for Relationship Selling

Topics:

- The Psychology of Selling: Why People Buy (Chpt 3)

- Communication for Successful Selling: How to Build Relationships (Chpt 4)

- Sales Knowledge: Customers, Products, Technologies (Chpt 5)

Learning Activity and Assessment:

- Readings of Chapters 3, 4 and 5 in Text

- Supplementary Readings:

“Sales Playbook”, by In the Funnel Sales Consulting

“Sales Playbook” (Video), by In the Funnel Sales Consulting

- Review Module 2 Overview Presentation

- Review PPTs of Chapters 3, 4 and 5

- Video: Listening = Customer Acquisition & Sales (Chapter 4) . View Video and submit answers to Questions (worth 3%)

- Case Study 3.2: Superior Office Furniture. Read and submit answers (worth 5%)

Learning Outcome(s): 2,6,8,10

Classes 5, 6 and 7

Module 3: The Relationship Selling Process (PART A)- Steps leading up to initially meeting the Customer

Topics:

- Prospecting- The Lifeblood of Selling (Ch 6)

- The Pre-Approach- Planning Your Sales Call and Presentation (Ch 7)

- The Approach- Begin Your Presentation Strategically (Ch 8)

- Review of Modules 1 and 2

Learning Activity and Assessment:

- Readings of Chapters 6, 7 and 8 in Text

- Supplementary Readings:

“Power of Prioritization” (Infographic), by Xant

“How to Prioritize Sales Leads”, by Jonathan Lautaha

“The Definitive Guide to Sales Cadence”, by Xant

“The Elevator Pitch” (Linkedin Video)

- Review Module 3 Overview Presentation

- Review PPTs of Chapters 6, 7 and 8

- Video: Prospecting- 20 Years and Still Cold Calling (Chapter 4) . View Video and submit answers to Questions (worth 3%)

- Case Study 8.2: Copy Corporation. Read and submit answers (worth 5%)

- Test #1 on Modules 1 and 2, is to be taken online during week of Class 6 (worth 15%), (check Course Calendar for details)

Learning Outcome(s): 1,2,3,5,10

Classes 8, 9, 10, 11, 12,13

Module 4: The Relationship Selling Process (PART B)- Engaging the Customer and Beyond the Sale

Topics:

- The Presentation- Elements of Effective Persuasion (Ch 9)

- Handling Objections- Welcome Your Prospects Concerns (Ch 10)

- Closing- the Beginning of a New Relationship (Ch 11)

- Follow-Up- Maintain and Strengthen the Relationship Post Sale (Ch 12)

- Review of Modules 3 and 4

Learning Activity and Assessment:

- Readings of Chapters 9, 10, 11, 12, in Text

- Supplementary Readings:

“The Value Proposition” (Video) by In the Funnel Sales Consulting

“Value Proposition Worksheet”, by In the Funnel Sales Consulting

“Leading Sales Through the Covid-19 Crisis”, by the Boston Consulting Group

“Strategy and Tactics for Sales Professionals during Covid-19 Crisis”, by S. Thiagarajan of The Economic Times

- Review Module 4 Overview Presentation

- Review PPTs of Chapters 9, 10, 11, and 12

- Video: Why Companies Hate Negotiating with Apple (Chapter 10) . View Video and submit answers to questions (worth 3%)

- Video: Wells Fargo (Chapter 11). View Video and submit answers to questions (worth 3%).

- Case Study 9.3: Dumping Inventory: Should This be Part of Your Presentation? Read and submit answers (worth 5%)

- Test #2 on Modules 3 and 4, is to be taken during week of Class 12. (worth 20%), (check your Course Calendar for details)

- Sales Call Plan is due for submission by Class 13 (worth 20%)

Learning Outcome(s): 4,6,8,9,10

Class 14

Sales Presentations

- Sales Presentations occur during week of Class 14 (worth 15%), (check your Course Calendar, assignment description and refer to Announcements on SLATE for details)

Learning Outcome(s): 4,6,9,10

Note:

Some details of this outline including deadlines may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling. Your instructor will inform you of any changes should they occur.

Sheridan Policies

It is recommended that students read the following policies in relation to course outlines:

Academic Integrity
Copyright
Intellectual Property
Respectful Behaviour
Accessible Learning

All Sheridan policies can be viewed on the Sheridan policy website.

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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