The SALES Essentials section was designed to i
The SALES Essentials section was designed to introduce you to the concept of selling. To share information about the relationship between marketing and sales and to give you some insight into what's involved in a sales career.
But the most important learning is to provide opportunities for you to practice some of these "beginning" selling skills in your own life–work or otherwise–to create change.
Your Final SALES Qiz is a one page "blog" that you will write about your experience applying what you've learned in Modules 7-9 to a personal selling situation. Choose wisely so you really give yourself the chance to feel how all of this works! You've only got 3 weeks so don't make the personal selling situation too complicated but at the same time don't make it so simple that it's not all that interesting.
Great examples:
- Start conversations with people at work about an idea you've been thinking about for awhile.
- Using the skills and knowledge to interview for a job, internship, case competition.
- Convincing your team (any course) to do something different that would improve your working relationship or your grade.
- Talking to your parents about something that you want to do and they haven't really been that excited to support you (and remember there is value to your parents if they allow you to do what you're asking).
- Anything that is innovative/disruptive where others have been resistant and you believe there is great value if things were to change.
Stay away from…..
- Convincing your friends to do anything.
- Change would only require 1 conversation.
- Anything related or remotely related to politics.
- Anything that is too personal for a teacher to read about you.
Step by Step Guidelines
- Choose your personal selling situation ASAP and submit via Canvas no later than 5/12 11:59PM. All in Activity #3: Personal Selling Situation
- Use a journal and start writing down ideas every Monday and Wednesday (weeks 7-9) about how what you're learning applies to your personal selling situation. Decide how to organize yourself–don't wait until the last minute. This should be an ongoing activity during weeks 7-9.
- Start taking action as soon as you can and then immediately journal what happens–timing is key so you capture the real experience.
- Challenge yourself to make something happen during the 3 weeks–use what you've been learning to create some movement in your personal selling situation.
- Write a 1-1.5 page "blog" about what you have learned as a result of trying your "beginning" selling skills on a personal selling situation.
Some Ideas You May Want to Consider
- Be very clear on what your personal selling situation is and why you care about it
- Explain what the value would be to others if they decided to go along with your idea
- Figure out who's involved in making a decision
- Have at least one discovery conversation
- Pitch your idea if the timing is right–if not then at least explain what your pitch looks like "today"
- Write this like a blog–engaging and story-like
- Remember that you're writing about your experience of trying something new and sharing what happened along the way
- Make sure that you are applying skills and knowledge from all 3 modules–either doing it or explaining how you might do it moving forward
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Module 7: Sales Basics Quick Navigation
Module 1 (https://canvas.uw.edu/courses/1548485/pages/module-1-the-marketing-process) – 2 (https://canvas.uw.edu/courses/1548485/pages/module-2-understanding-the-marketing-environment) – 3 (https://canvas.uw.edu/courses/1548485/pages/module-3-consumer-decision-making-and-target- market-selection) – 4 (https://canvas.uw.edu/courses/1548485/pages/module-4-product-decisions) – 5 (https://canvas.uw.edu/courses/1548485/pages/module-5-pricing-strategies-and-promotion-decisions) – 6 (https://canvas.uw.edu/courses/1548485/pages/module-6-promotion-strategies-and-marketing- careers) – 7 (https://canvas.uw.edu/courses/1548485/pages/module-7-sales-basics) – 8 (https://canvas.uw.edu/courses/1548485/pages/module-8-create-a-position-of-strength) – 9 (https://canvas.uw.edu/courses/1548485/pages/module-9-the-pitch) – 10 (https://canvas.uw.edu/courses/1548485/pages/module-10-marketing-capstone-trade-show)
Module 7 Overview This module covers why everyone really should learn more about how to work with others to create change (selling), an overview of the sometimes complex relationship between marketing and sales, and finally an introduction into what a sales career looks and feels like. This gets us started with the basics–so you can quickly start to practice and apply "how to sell" in your own personal selling situations–which is the real focus of Modules 7-9.
Big Ideas / Essential Questions Why does everyone need to learn how to sell? What is the relationship between marketing and sales? What do salespeople really do?
Learning Objectives After completing this session, students will be able to:
1. Begin to understand the role salespeople play in the success of any organization. 2. Identify situations where personal selling skills would be beneficial. 3. Start identifying the skills, knowledge, and attitude needed to sell well.
Instructional Guide
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Before LIVE Session on Monday 5/9 (and Optional LIVE Session on Wednesday 5/11) Submissions: Must submit 5/5 11:59PM
1. Submit: All in Activity #1: Create your team + Choose your company (https://canvas.uw.edu/courses/1548485/assignments/7118144)
Must submit before LIVE Session on 5/9
2. Submit: SALES Small Group Discussion #1: Intros (https://canvas.uw.edu/courses/1548485/assignments/7118141)
3. Submit: All in Activity #2: The Story of Sales Reflection (https://canvas.uw.edu/courses/1548485/assignments/7118145)
Must submit 5/12 11:59PM
4. Submit: All in Activity #3: Personal Selling Situation (https://canvas.uw.edu/courses/1548485/assignments/7118146)
Must complete the following activities by 5/8 11:59pm (before LIVE Session on 5/9).
2. Read: The Pay Is High And Jobs Are Plentiful, But Few Want To Go Into Sales (https://www-proquest- com.offcampus.lib.washington.edu/docview/2551116403? accountid=14784&forcedol=true)
Wall Street Journal, 7 minutes
Be prepared to share your point of view on these questions in the LIVE Session 5/9.
What does a sales career look like today? How does the contemporary description of a sales job compare to what you thought?
3. Watch: The Story of Sales: A film about the salesperson in all of us. (https://www.salesforce.com/story-of-sales/)
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"Sales is a profession with dignity and significance, but it doesn’t always get the respect it deserves. The Story of Sales explores the history, evolution, complexity, contribution, and future of sales. Experts, authors, and real life salespeople explore how sales has impacted humanity, and how the profession has impacted them." Salesforce.com 45 minutes*
*Viewing directions–you should watch this entire documentary before the first LIVE Session, but will also be encouraged to re-watch certain chapters prior to LIVE Sessions for class discussion.
4. Submit: All In Activity #2: The Story of Sales Reflection (https://canvas.uw.edu/courses/1548485/assignments/7118145)
Submit your answers to the following questions after watching the video about The Story of Sales documentary above:
1. What was the most interesting thing you learned? 2. What do you think is the most challenging part of selling? 3. Identify 1 selling strength that you already have–please share a brief example of your
"evidence". 4. Write 2 questions that you have about the topic of selling.
5. Watch: An interview with one of my favorite people and past clients, Onaje Barnes, Senior Strategic Account Executive @ Nike about how marketing and sales work together (and sometimes don't).
Sales and Marketing–Video Podcast with Onaje Barnes/Nike (https://uw.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=0064fcab-430b-4371-bdef- ae33010f8083)
This discussion will give you insight into how two very important departments in any organization– marketing and sales interact. You will also start to understand the types of typical activities both departments are engaged in daily.
6. Review Guidelines: TEAM Assignment One: The Backstory on Your Company (https://canvas.uw.edu/courses/1548485/assignments/7118183)
Just review and be familiar with the assignment. We will discuss in more detail in the LIVE Session.
7. Review Guidelines: All in Activity #3: Chally Assessment (https://canvas.uw.edu/courses/1548485/assignments/7118147)
This is a two-part activity–please read the guidelines carefully and plan ahead. This is an outstanding opportunity–Chally is a highly regarded organization in the business world and is
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making their assessment available to you. You will complete the assessment and then receive a report that will identify your strengths related to selling–your natural aptitude–and then submit your answers to several insight questions.
8. Review Guidelines: Final SALES Quiz
(https://canvas.uw.edu/courses/1548485/assignments/7118165)
The Final SALES Quiz isn't due until 3/4, however you will be working on this starting immediately. Please review the guidelines thoroughly so we can discuss in the LIVE Session.
LIVE Session–Monday 5/9 3:30 – 4:50 pm PT / Zoom
Agenda Review syllabus and talk about expectations for SALES Modules 7-9 Present Optional LIVE Session rationale, format, and options Big Ideas that will be reviewed, discussed and practiced in the large group and breakouts:
Why does everyone need to learn how to sell? What is the relationship between marketing and sales? What do salespeople really do?
TEAM company reveal! Get started on TEAM Assignment One: The Backstory of Your Company Introduce the All in Activity #3: Personal Selling Situation Introduce the Final SALES Quiz Introduce the All in Activity #4: Chally Assessment
Complete these activities before Optional LIVE Session on 5/11
1. Read: HBR Guide to Building Your Business Case
Introduction
Section 1: PREPARE
1. Know the Basics of Making a Case
You're telling a story about how to meet a business need.
2. Learn How Your Company Evaluates Cases
Seek counsel from those who know what will fly.
Section 2: GET TO KNOW YOUR AUDIENCE
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3. Figure Out Who's Calling the Shots
Who really has the authority to give your project the green light?
4. Understand Your Audience's Objectives
Find out what your stakeholders care about.
The HBR Guide to Building Your Business Case will be our "textbook". It's an easy read, super practical, and written by a project management expert, Raymond Sheen. This guide will teach you how to gain support for your ideas. You will be able to use this content immediately in your own personal selling situations
2. Quick Review: The Pitch Canvas.docx (https://canvas.uw.edu/courses/1548485/files/87844476?wrap=1) (https://canvas.uw.edu/courses/1548485/files/87844476?wrap=1)
This document will "officially" be used in Module 9–The Pitch. It's important to be familiar with where you are headed, so just quickly review the document and we will discuss it during the next Optional LIVE Session.
3. Review Guidelines: SALES Small Group Discussion #2: Interviewing and selling? (https://canvas.uw.edu/courses/1548485/discussion_topics/7028972)
Just review and be familiar with the discussion guidelines.
(https://canvas.uw.edu/courses/1548485/discussion_topics/7028972)
4. Review Guidelines: All in Activity #3: Personal Selling Situation (https://canvas.uw.edu/courses/1548485/assignments/7118146)
This activity is the first step of the Final SALES Quiz. Read carefully and bring your questions to the LIVE Session. This assignment is due 5/12–please note.
Optional LIVE Session–Wednesday 5/11 Students have the option to attend this session virtually or to watch the recording before the next LIVE Session.
3:30 – 4:50 pm PT / Zoom
Agenda Review and discuss HBR reading: (Chapters 1-4)
Know the basics of making a case
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Learn how your company evaluates cases Figure out who's calling the shots Understanding your audience's objectives
Present and discuss The Pitch Canvas Introduce SALES Small Group Discussion #2: Interviewing and selling? Last 20 minutes of session will be dedicated to Q/A
Reminder:
Must submit 5/12 11:59PM
Submit: All in Activity #3: Personal Selling Situation (https://canvas.uw.edu/courses/1548485/assignments/7118146)
(https://canvas.uw.edu/courses/1548485/assignments/7118145)
What's coming up? Submissions the week of 5/16
1. Submit: SALES Small Group Discussion #2: Interviewing and selling? (https://canvas.uw.edu/courses/1548485/discussion_topics/7028972)
2. Submit: All in Activity #4: Chally Assessment (https://canvas.uw.edu/courses/1548485/assignments/7118147)
3. Submit: TEAM Assignment One: The Backstory on Your Company (https://canvas.uw.edu/courses/1548485/assignments/7118183)
,
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Module 8: Create a Position of Strength Quick Navigation
Module 1 (https://canvas.uw.edu/courses/1548485/pages/module-1-the-marketing-process) – 2 (https://canvas.uw.edu/courses/1548485/pages/module-2-understanding-the-marketing-environment) – 3 (https://canvas.uw.edu/courses/1548485/pages/module-3-consumer-decision-making-and-target- market-selection) – 4 (https://canvas.uw.edu/courses/1548485/pages/module-4-product-decisions) – 5 (https://canvas.uw.edu/courses/1548485/pages/module-5-pricing-strategies-and-promotion-decisions) – 6 (https://canvas.uw.edu/courses/1548485/pages/module-6-promotion-strategies-and-marketing- careers) – 7 (https://canvas.uw.edu/courses/1548485/pages/module-7-sales-basics) – 8 (https://canvas.uw.edu/courses/1548485/pages/module-8-create-a-position-of-strength) – 9 (https://canvas.uw.edu/courses/1548485/pages/module-9-the-pitch) – 10 (https://canvas.uw.edu/courses/1548485/pages/module-10-marketing-capstone-trade-show)
Module 8 Overview In this module we start to talk about how decisions are made. This knowledge really is the foundation for learning how to sell most effectively, but also selling in an empathetic way. Understanding who is involved in the possible decision is one of the most important success factors in selling effectively. Once you've figured out who is influencing the decision you then need to start having conversations to better understand what everyone really cares about–this too is a significant factor in predicting sales success.
Big Ideas / Essential Questions What does creating a position of strength really mean in the context of personal selling? How does creating a position of strength impact the probability of "getting what you want"? How do you structure the "discovery" conversation? What is the best way to leverage your sales strengths (Chally Assessment) in your day-to-day life?
Learning Objectives After completing this session, students will be able to:
1. Describe the core components of creating a position of strength in any kind of selling situation- -business or personal.
2. Gather information through "discovery" conversations to begin building a case for their ideas. 3. Identify stakeholders that touch the decision–people that can provide both data and support. 4. Explain their individual sales strengths and how they might use this information. 5. Describe more about what it takes to be yourself and sell authentically.
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Instructional Guide Before LIVE Session on Monday 5/16
Submissions:
1. Submit: SALES Small Group Discussion #2: Interviewing and selling? (https://canvas.uw.edu/courses/1548485/discussion_topics/7028972)
2. Submit: TEAM Assignment One–The Backstory on Your Company (https://canvas.uw.edu/courses/1548485/assignments/7118183)
(https://canvas.uw.edu/courses/1548485/assignments/7118183)
Must complete the following activities by 5/1511:59pm
4. Watch: Creating a Position of Strength (https://uw.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=70136562-9078-4743- 870e-adde0111ff75)
Karen Bailey, Standpoint Co., 3 minutes
Be prepared to share your point of view on these questions in the LIVE Session 5/16.
When you described your initial strategy in TEAM Assignment One did you consider how to create a position of strength? If so, share some details. What do you need to keep in mind when trying to create a position of strength? Share an example of how you might create a position of strength in a personal selling situation.
5. Read: HBR Guide to Building Your Business Case by Sheen/Gallo (Ch 5-11)
Section 3: Build the Case
5. Clarify the Need
What pain are you trying to alleviate? What opportunity are you pursuing?
6. Build a Cross-Functional Team
You need multiple perspectives to find the right solution.
7. Consider Alternatives
The tough part is ruling out options.
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8. Think Through the "How" at a High Level
Pave the way for realistic estimates.
Section 4: Crunch the Numbers (We won't go in-depth in chapters 9-11, just an overview.)
9. Estimate Costs and Benefits
Peg them into categories in your company's P & L
10. Calculate ROI
Spreadsheets make it fairly painless.
11. Account for Risks
Weigh the "what ifs".
The HBR Guide to Building Your Business Case will be our "textbook". It's an easy read, super practical, and written by a project management expert, Raymond Sheen. This guide will teach you how to gain support for your ideas. You will be able to use this content immediately in your own personal selling situations.
6. Listen: Question Everything: Why Curiosity Is Communication's Secret Weapon (https://www.gsb.stanford.edu/insights/question-everything-why-curiosity-
communications-secret-weapon)
Stanford University, Debra Schifrin and Matt Abrahams, 23 minutes
In this podcast episode, you will learn how asking strong questions helps you build trust and connect with your audience.
7. Listen: Playbook 6: Discovery Teardown (https://art19.com/shows/30-minutes- to-presidents-club/episodes/461b8a3c-a2d0-45dd-ba33-f279808ef238)
Art19/30 Minutes to President's Club, 30 minutes
This podcast will describe how to structure your discovery conversations–where you are meeting stakeholders to get educated about the current situation, needs and problems, and what's possible. It covers general philosophies, setting an agenda, how to ask questions, and how to drive for next steps.
9. Read: Salespeople, Stop Worrying About Being Liked
Harvard Business Review Coursepack, 5 minutes
This article busts another "sales myth". My favorite quote, "Your quick wit, warm demeanor, and offer of tickets to a ballgame might be nice extras. But every time you try to schmooze about life
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instead of drilling down on the sale (customer's problem), you take focus off of your expertise."
LIVE Session–Monday 5/16 3:30 – 4:50pm PT
Agenda Debrief key learning from TEAM Assignment One: The Backstory on Your Company Big Ideas that will be reviewed, discussed, and practiced in the large group and breakouts:
What does creating a position of strength really mean in the context of personal selling? How do you structure the “discovery” conversation?
What is the best way to leverage your sales strengths (Chally Assessment) in your day- to-day life?
Get Started on TEAM Assignment Two: The Discovery Conversation Final SALES Quiz check-in
,
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Module 9: The Pitch Quick Navigation
Module 1 (https://canvas.uw.edu/courses/1548485/pages/module-1-the-marketing-process) – 2 (https://canvas.uw.edu/courses/1548485/pages/module-2-understanding-the-marketing-environment) – 3 (https://canvas.uw.edu/courses/1548485/pages/module-3-consumer-decision-making-and-target- market-selection) – 4 (https://canvas.uw.edu/courses/1548485/pages/module-4-product-decisions) – 5 (https://canvas.uw.edu/courses/1548485/pages/module-5-pricing-strategies-and-promotion-decisions) – 6 (https://canvas.uw.edu/courses/1548485/pages/module-6-promotion-strategies-and-marketing- careers) – 7 (https://canvas.uw.edu/courses/1548485/pages/module-7-sales-basics) – 8 (https://canvas.uw.edu/courses/1548485/pages/module-8-create-a-position-of-strength) – 9 (https://canvas.uw.edu/courses/1548485/pages/module-9-the-pitch) – 10 (https://canvas.uw.edu/courses/1548485/pages/module-10-marketing-capstone-trade-show)
Module 9 Overview Interestingly, the pitch isn't really the most important part of selling effectively–but it is what most people tend to focus on. Modules 7-8 helped to frame the importance of understanding how decisions are made and how important it is to be curious and ask a lot of questions before telling everybody what to do! If you've done a good job of those first two areas, the pitch is much easier. This module is about recommending ideas that bring value to others and doing it in a way that fully engages your audience.
Big Ideas / Essential Questions What is the relationship between discovery conversations and the pitch? What is the best way to organize your content for a pitch? What increases the probability of pitch success? What happens if the stakeholders hesitate? What makes one person's pitch more compelling than another person's pitch?
Learning Objectives After completing this session, students will better understand how to:
1. Conduct a discovery conversation. 2. Structure a pitch to sell their ideas. 3. Take a step back and handle more challenging situations when pitching. 4. Look at any personal selling situation holistically and make decisions that increase the
likelihood of their success.
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