Professional Selling Skills
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
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

Consulting Essentials Program Coordinator(s): N/A

Marketing & Sales Certificate Program Coordinator(s): N/A

Sales Program Coordinator(s): 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:

  1. Identify the steps of the selling process to support the development of professional sales relationships with stakeholders, and to gauge and improve sales performance.
  2. Apply core professional selling strategies that involve planning, preparing for, and implementing the relationship selling process.
  3. Plan a sales call by setting call objectives based on customer needs.
  4. Deliver a sales presentation that will earn a customer's commitment.
  5. Develop a sales plan as a sales representative in preparation for selling a product or service to a prospective company.
  6. Investigate alternative communication strategies to successfully adapt to different buyer personality styles.
  7. Compare the nature, complexity and implications of selling in business-to-business and business-to-consumer environments.
  8. Apply the principles of relationship selling that translate into success as a professional sales representative.
  9. Investigate strategies to overcome buyer concerns and conflict situations that will achieve Win/Win (mutually beneficial) results between buyer and seller.
  10. 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 115.0%
 Test 220.0%
 Sales Call Plan20.0%
 Case Studies15.0%
 Sales Presentation15.0%
 Video Case Problems15.0%

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

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
RequiredTextbookABC'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



- 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



- 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



- 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



 - 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 



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.   


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