Study Guide

Objective

Course Description:
An exploration of concepts and practices in Business-to-Business (B2B) Sales. Business-to-business (B2B) sales are more complex than business-to-consumer (B2C) sales. We have more competition at the B2B level, and more stakeholders. Salespeople are trying to sell to experienced buyers, who want the best product at the best price. But, with the right techniques, B2B can be the place where salespeople can shine. Students will learn exactly what it takes to be successful at business-to-business sales—whether you're moving from a B2C, B2B marketing role or just starting your career in sales.

Teaching material to be used in this course is collected from the best of the sales training companies and successful sales professionals. In general, the management of the course will create 21st-century B2B Sales Managers who use consultative sales as a weapon in their careers. There will be numerous ‘tests of understanding’, and role-plays inside the class that will be analyzed which will help the student to improve their sales skills.

Course objectives
To help students establish the right habits and competencies required of a salesperson to be successful. Provides insights into the skillset and personality of a successful salesperson; learn some tips on how to find prospects who want to buy what you sell, now; develop or improve telephone sales skills; improve interpersonal communication skills needed in B2B sales and know how to collaborate with the rest of the organization for ongoing success. Finally, students will know the tips for finding a B2B sales position.

Learning outcome
Upon successful completion of the course, students will be able to: 1) understand diverse methods and practices of B2B sales, 2) understand how to find the right customers, add unique value, and help customers succeed, 3) understand how to establish strategic supplier status and become a customer's trusted advisor, 4) understand the role of the sales department within the B2B sales organization, 5) understand how to incorporate technology in managing B2B sales activities; 6) understand how to develop a sales strategy as an element of the overall B2B sales plan, 7) develop a liking towards a career in B2B Sales.

Content

- Exploration of concepts and practices in Business-to-Business (B2B) Sales
- Changes in buying and selling in B2B trade
- Skillset and personality of a successful salesperson
- Sales models - sales indicators and metrics
- Understanding customer and sales skills
- Contacting the customer and preparing for the sales meeting
- Customer care and modern sales work
- Renovating your LinkedIn profile
- LinkedIn as a tool for B2B sales + Social Selling
- B2B sales, from meeting with prospects to closing the deal
- Utilization of technology in B2B sales
- Tips for finding a B2B sales position
- Managing oneself

Materials

• Hair, J. F., Anderson, R. E., & Babin, B. J. (2009). Sales management: Building Customer Relationships and Partnerships. Mason, OH: Cengage Learning. (Chapter 4)

• Cravens, D. W., Le Meunier-FitzHugh, K., & Piercy, N. (2011). The Oxford handbook of strategic sales and sales management. Oxford handbooks. Oxford: Oxford University Press. (403-425)

• Care, J., & Bohlig, A. (2014). Mastering technical sales: The sales engineer's handbook (Third edition). Artech House technology management and professional development library.

• Further readings and materials will be provided by the lecturer and will be in Moodle.

Teaching methods

Lecturing
Class activities
Group or teamwork
Presentation
Visiting lecturer from social media company and or expert in B2B sales

Student workload

There will be total of 135 hours.

- 32 hours for lecturing and in-class activities
- 95 hours for Individual or teams activities
- 8 hours for presentations

Content scheduling

• Exploration of concepts and practices in Business-to-Business (B2B) Sales
• Changes in buying and selling in B2B trade
• Skillset and personality of a successful salesperson
• Sales models - sales indicators and metrics
• Understanding customer and sales skills
• Contacting the customer and preparing for the sales meeting
• Customer care and modern sales work
• Renovating your LinkedIn profile
• LinkedIn as a tool for B2B sales + Social Selling
• B2B sales, from meeting with prospects to closing the deal
• Utilization of technology in B2B sales
• Tips for finding a B2B sales position
• Managing oneself

Evaluation scale

1-5

Assessment criteria, satisfactory (1)

Students participate in the class lectures and they know the basic concepts of business-to-business (B2B) sales.

Assessment criteria, good (3)

Students have a good knowledge and understanding of theories, concepts, and processes that characterize B2B sales and organizational buying behavior.

Assessment criteria, excellent (5)

The student participates in all the lectures actively, including team projects, assignments, presentations, and examinations. A B2B sales presentation and the exam are done at an excellent level, and they are in line with the Business-to-Business (B2B) sales plan and activities.

Assessment methods and criteria

% Grade
51 - 59 = 1
69 - 60 = 2
79 - 70 = 3
89 - 80 = 4
100 - 90 = 5