BPA 132 - Sales and Sales Training

3 credit hours - Three hours weekly; one term.
A study of the principles and techniques of selling as practiced by retail sales personnel, wholesalers’ representatives and by the industrial sales force. Topics include buying psychologies, product knowledge, demonstration techniques, handling customer resistance and closing the sale.

Note: Typically offered OL; spring term.

Course Outcomes:
Upon successful completion of this course, the student will be able to:

a. List the six steps in the psychological sequence of how we make a buying decision.

b. Demonstrate how to approach a customer using the merchandise approach and one or more of the eight standard sales openings.

c. Use the standard facts and benefits method to demonstrate at least four of the selling features of a product.

d. Dispel at least three of the objections to buying which a customer may propose.

e. Demonstrate, in role-playing situation, each of the eight methods of closing a sale. The student will use product he/she has selected.

f. Explain, in writing, how proper customer follow-up is essential in maintaining customer satisfaction with his purchase, including the cutoff point above which he should conduct a formal follow-up, the avenues of customer recourse, if dissatisfied, and how long follow-up should continue.

g. Identify, in writing or verbally, in class, the areas or parts of a product of which the salesman should be knowledgeable.

h. List five or more sources of product knowledge for a product of his choice.

i. Complete the mechanics of a sale in the assigned role-playing situations with 100% accuracy as described in the Mechanical Sales-Completion Checklist which shall be given in class.

j. Demonstrate, in role-playing situation, how to serve more than one customer at a time.

k. Demonstrate the principles of substitute selling in role-playing situation, by substituting an item the “store” carries for a requested item, which is not featured in this store.

l. Demonstrate, in role-playing situation, the steps of the proper technique for suggesting related merchandise for a product already sold.

m. Identify, in writing or verbally, at least ten of the duties and responsibilities of a salesman which are not directly related to the sales transaction.

n. Define the steps involved in applying for a sales position in either a retail store or as a manufacturer’s representative.

o. Describe what his store has him do when suspecting a shoplifter.