MKTG07086 2016 Principles and Practices of Sales and Sales Management

General Details

Full Title
Principles and Practices of Sales and Sales Management
Transcript Title
Principles and Practices of Sales
N/A %
Subject Area
MKTG - Marketing
MRKT - Marketing, Tourism and Leisure
07 - NFQ Level 7
05 - 05 Credits
Start Term
2016 - Full Academic Year 2016-17
End Term
9999 - The End of Time
Suzanne Ryan
Programme Membership
SG_BMARK_J07 201900 Bachelor of Business in Business in Marketing L7 (Add On) SG_BMKTG_J07 201900 Bachelor of Business in Marketing L7 (Add On)

This subject aims to develop an appreciation of the principles, practice and management of relationship sales and sales management.

Learning Outcomes

On completion of this module the learner will/should be able to;


Distinguish between the theoretical concepts and themes of relationship sales and sales management.


Evaluate the stages in the selling process and the role of the sales person.


Utilise the professional selling terminology and vocabulary.


Prepare and present a formal sales presentation


Identify the key day to day activities of the sales person.


Investigate the role of management as it appears to the selling function.


Investigate the development of the sales team


Distinguish between the different aspects of the environment of selling and sales management.

Teaching and Learning Strategies

The teaching and learning for this module comprises of  lectures and tutorials. A problem based learning approach is used through case studies. Workshops, readings, simulation exercises, readings and guest lecturers  will also facilate the teaching and learning in this module.

Module Assessment Strategies

Achieving and Assessing the Attainment of Learning Outcomes

1. Distinguish between the theoretical concepts and themes of sales and sales management. Teaching methods - Lectures, readings, case studies, workshops Individual assessment. Assessment method - Final Examination question

2. Recognise the stages in the selling process and the role of the sales person. Teaching Method- Lectures, case-studies, guest lectures, role plays, workshops, seminars. Assessment methods Individual/group project, Interviews and final exam

3. Learn and use professional selling/marketing terminology and vocabulary. Teaching methods-Lectures, readings, workshops and guest lectures. Assessment Method - Sales presentations

4. Prepare and present formal sales presentations. Teaching methods-Guest lecturers, simulation exercises and role plays. Assessment method -Individual project

5. Identify the day to day activities of the sales person. Teaching method - Lectures, Workshops and Guest lecturers. Assessment Metho- Project and final exam

6. Investigate the role of management as it applies to the selling function. Teaching method-Lectures and guest lecturers. Assessment Method- Project and Final exam

7. Investigate the development of the sales team. Teaching method- Lectures, readings and guest lecturer. Assessment method- Final exam

8. Distinguish between the different aspects of the environment of selling and sales management. Teaching Method-Lectures, readings and guest lecturers . Assessment Strategy - Final exam




Repeat Assessments

The repeat assesments for this module are as of the assessment methods that are detailed in the assessment strategies.

Indicative Syllabus

1. Relationship selling

  • Identify and define the concept of relationship selling.
  • Understand the importance of customer centricity in selling.
  • Explain why value is a central theme in relationship selling.
  • Identify the process involved in relationship selling.
  • Identify the elements in managing relationship selling.
  • Discuss the components of the internal and external environment for relationship selling.

2. The role of salespeople and buyers in today's organisational marketplace.

  • Explore the historical basis for stereotyped views of selling in society.
  • Identify and explain the key success factors for salespeople performance.
  • Discuss the difference types of selling.
  • Explain the roles of the participants in an organisational buying team.
  • Outline the key stages in organisational buyer decision making.
  • Distinguish among different organisational buying situations.

3. Value creation buyer-salesperson relationships.

  • Explore the concept of perceived value and the importance to relationship selling,
  • Explain the relationship of the role of selling and marketing within an organisation.
  • Explain why customer loyalty is critical to business success.
  • Recognise and discuss the value chain.
  • Identify how value can be communicated in the sales message for each category.
  • Understand how to manage customer expectations.

4. Sales call planning

  • Describe how to qualify a lead as a prospect.
  • Explain why prospecting is important to long-term success in relationship selling.
  • Identify the various sources of prospects.
  • Prepare a prospecting plan.
  • Explain call reluctance and identify how to overcome it.

5. Sales presentation

  • Outline the characteristics of a sales presentation.
  • Appreciate the art of personal communication in selling situation
  • Discuss the steps in preparing for a sales presentation.
  • Discuss the steps involved in approaching the customer.
  • Identify sales presentation strategies.
  • Define the key components to a great sales presentation.
  • Explore the process of negotiating win- win solutions.
  • Explain how customer relationships can be enhanced.  

6. Self Management

  • Explain efficient time management tools for salespeople.
  • Discuss territory management techniques.
  • Design an effective sales territory.
  • Understand sales territory performance.
  • Describe the sales manager's role in time and territory management. 
  • Appreciate the role of brand management.
  • Assess the use of space management - the retailing environment from the sales person's perspective.
  • Understand the importance of the International Marketing environment.

7.  Salesperson performance

  • Understand the model of salesperson performance.
  • Discuss the role perception process.
  • Understand why salespeople are susceptible to role issues.
  • Discuss how sales management can influence sales performance.

8.  Sales management

  • Explore key account management.
  • Appreciate sales planning, market potential and forecasting.
  • Understand the management budgets, credit control and time value of money.
  • Understand the importance of leadership in sales management.
  • Assess the use of delegation in sales management.
  • Identify the key issues related to compensating salespeople.
  • Appreciate how to evaluate salesperson performance.

9.  The environment of selling and sales management

  • Identify the ethical concerns facing salespeople and sales management.
  • Establish a code of ethics for sales and sales management.
  • Debate the social responsibility issues associated with selling and sales management.
  • Understand the concept of CRM and how it serves to manage information.


Coursework & Assessment Breakdown

Coursework & Continuous Assessment
50 %
End of Semester / Year Formal Exam
50 %

Coursework Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Individual Project Sales Letter Continuous Assessment UNKNOWN 10 % Week 7 1,2,3,4
2 Practical Evaluation Sales Presentation Continuous Assessment UNKNOWN 20 % Week 8 4
3 Project Interview of sales manager/ sales respresentive Continuous Assessment UNKNOWN 20 % End of Term 1,2,3,5,6,7,8

End of Semester / Year Assessment

Title Type Form Percent Week Learning Outcomes Assessed
1 Final Exam Final Exam 2 hours Final Exam UNKNOWN 50 % End of Term 1,2,3,4,5,6,7,8

Full Time Mode Workload

Type Location Description Hours Frequency Avg Workload
Independent Learning UNKNOWN Independent Learning 4 Weekly 4.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Lecture Lecture Theatre Lecture 1 Weekly 1.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Tutorial Flat Classroom Tutorial 1 Weekly 1.00
Total Full Time Average Weekly Learner Contact Time 4.00 Hours

Required & Recommended Book List

Recommended Reading
2015-08-23 Selling and Sales Management 10th edn (10th Edition) Prentice Hall
ISBN 1292078006 ISBN-13 9781292078007

Over the past quarter of a century, Selling and Sales Management has proved itself to be the definitive text in this exciting and fast-paced subject area. This new edition comes fully updated with new case studies, using working businesses to connect sales theory to the practical implications of selling in a modern environment. This edition contains the results from cutting-edge research that differentiates it from most of its competitors. The book continues to place emphasis on global aspects of selling and sales management. Topics covered include technological applications of selling and sales management, ethics of selling and sales management, systems selling and a comprehensive coverage of key account management.

Recommended Reading
2009-03-27 Relationship Selling McGraw-Hill/Irwin
ISBN 0073404837 ISBN-13 9780073404837

Now available in its third edition, Relationship Selling has struck a chord with instructors and students throughout the selling discipline. As its title suggests, Relationship Selling focuses on creating and maintaining profitable long-term relationships with customers, highlighting the salesperson as an essential element in communicating value to customers. This same approach is used successfully at firms throughout the world-no surprise given the extensive real-world sales and consulting experience of this author team. From its numerous role-plays and pedagogical aids to its student-friendly style and stellar teaching support, Relationship Selling is a fast-rising favorite of students and instructors alike.

Recommended Reading
2013-03-13 Account Planning in Salesforce: Unlock Revenue from Big Customers to Turn Them into BIGGER Customers Oak Tree Press

ACCOUNT PLANNING in SALESFORCE is focused on helping companies that have purchased Salesforce with their Account Planning initiatives. Its goal is to be the reference text on Account Planning for all Salesforce users.

Account Planning is a tremendously important endeavor. It drives revenue, increases customer satisfaction, aligns your organization, and provides incredibly gratifying moments when you can see the impact of your work both for the customer, and for your company.

Account Planning is a strategic imperative that goes beyond traditional selling tactics. The benefits that accrue go beyond simple revenue numbers, and point to an approach that must be focused not just on greater revenue as the sole arbiter of strategy. When Account Planning is executed well, customer satisfaction increases. Customers who are more satisfied buy more from you, and do so without calling your competitors first. Customers who are served well are easier to retain, and therefore it is easier to make your revenue targets year after year. When you do effective Account Planning, you get to understand the customers business, sit with them at their side of the table, and strengthen your ability to shape their thinking and their business strategies. A happy customer is hostile territory for your competitor to enter. Switching suppliers is expensive for a customer and they will do so only if they feel you are not serving them well and fairly. Your ability to monitor, measure and react is greater if you are closer to the heart of their business, understanding their corporate goals, and motivations. It takes investment, research and hard work, but is the price of customer retention and growth.

In ACCOUNT PLANNING in SALESFORCE, you will learn how to gather the information you need to understand the Account as a marketplace and to segment that marketplace into discrete units so that you can choose where to spend your time. Recording the Current Opportunities in the Account, as well as business you already have won, you will be able to place your solutions on a structured map of the customers business. Exploring how to uncover the customers Business Drivers and how to navigate the political landscape in the account will help you to understand both the people who matter the Key Players and their associated Business Drivers. When all of the opportunities in the Account have been identified, you will evaluate each one against the twin axes of Value to Customer and Value to Us. That way you will uncover areas of Mutual Value which is a thread that you will find woven into the fabric of the methodology. It is important. This is the White Space in the Account where you can help your customer to identify new potential areas of opportunity and simultaneously discover new areas of opportunity for yourself. Finally, you will build the Execution Plan so that you get beyond planning and begin to manage and execute. And to keep things interesting, you will find many musical references throughout the book this will be the only book on Account Planning that you will find that includes a song playlist!

Recommended Reading
2011-08-15 Selling Your Ideas to Your Organization (J-B CCL (Center for Creative Leadership)) Pfeiffer

If you've got an idea you want to sell, you need to do two things: scan your environment and use effective tactics. This guidebook explains how to scan your environment and provides a collection of tactics you can use to sell your idea. Using this systematic approach will make you more likely to accomplish your objective - solving a problem or making an improvement for the benefit of individuals, groups, and the organization as a whole.

Recommended Reading
2003-10-22 The 10 Immutable Laws of Power Selling: The Key to Winning Sales, Wowing Customers, and Driving Profits Through the Roof: The Key to Winning Sales, Wowing ... and Driving Profits Through the Roof McGraw-Hill Education

Reveals the secrets behind the phenomenal success of today's top sales professionals

In The 10 Immutable Laws of Power Selling, leading sales consultant and trainer James DeSena reveals the secret behind the uncanny success of an elite group of sales professionals who consistently break all records, in every selling environment.

DeSena shows how the most exceptional performers in the sales arena are those who act like leaders--they take the lead in meeting new challenges, and they adapt to those challenges with innovative solutions and added value for grateful customers.

With the help of stories from American Express, Honeywell, The Gap, and other top companies, DeSena teaches readers:

  • The 10 key imperatives for becoming an exceptional performer in today's selling environment
  • How to apply the principles of leadership to win and keep loyal customers, make more sales, and earn higher commissions-- even in a recession
  • How to identify clients' needs and create solutions to fit those needs
  • How to build strong relationships with customers and manage those relationships for long-term success

Module Resources

Non ISBN Literary Resources

Core Texts





Relationship Selling

Johnston, M.W and Marshall, G.W

McGraw Hill


Managing Salespeople: a relationship approach

Hite, R. E. and
Johnston, W. J.

South-Western College Pub



Supplementary Texts


Selling and sales management

Jobber, D and Lancaster, G

Prentice Hall


Sales and key account management


Blythe, J.

Thomson Learning,


Ask for the order

Flannery, P

Oak Tree Press


Customer Centric selling


Bosworth, M.T.and Holland, J.



ABCs of relationship selling through service


Futrell, C. M.

McGraw-Hill Education


Coaching Champions: How to Build a Winning Sales Team (2nd edition) (ePub)

Salisbury, F

Oak Tree Press


Trust-based selling using customer focus and collaboration to build long-term relationships


Green, C. H.



Account Planning in Salesforce: Unlock revenue from big customers to turn them into BIGGER customers

Daly, D

Oak Tree Press


Sales Management

Mathur, U.C

New Age International


Perfect selling open the door, close the deal

Richardson, Linda



The secrets of great sales management advanced strategies for maximizing performance


Simpkins, Robert

American Management Association


Win-win sales management : a powerful new approach for increasing sales from your team


Weymes, Pat.

Oak Tree Press


Grab their attention


Walker G


Oak Tree Press



URL Resources

Other Resources


Business Source Premier

Academic Source Premier



Additional Information