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Entrepreneurial Selling-E-

Kurs ID
Art des Kurses
MSc Kurs
HS 2020
Prof. Dr. Ove Jensen
Bitte beachten Sie, dass AustauschstudentInnen im BSc-Programm der WHU eine höhere Anzahl an Credits erwerben als hier aufgeführt. Für weitere Informationen wenden Sie sich bitte direkt an das [International Relations Office].
The course content is organized around five themes:

1) Fitting sales and business model

  • Types of sales approaches
  • Smart sales strategy for start-ups: It’s NOT all about ads
  • Marketing positioning and value proposition

2) Personal selling techniques

  • Telling a compelling selling story
  • Designing powerful sales presentations and other support materials
  • Sales conversation techniques (includes case Scheel & Partners, WHU)*

3) Enterprise sales process

  • Understanding enterprise buying (includes case Mediquip, IMD)*
  • Enterprise selling methodology
  • Consultative selling and selling consulting (includes case Founding Fathers, WHU)

4) B2(B2)C sales process

  • Outbound prospecting and email marketing
  • Selling direct or through intermediaries (includes case Smart Entry into the Smart Home Market: Don’t Dance Where Elephants Play?, WHU)

5) Managing Entrepreneurial Sales Teams

  • Selecting the right sales managers (includes case Vikings at the Gate: Entering a Market by Building or by Buying Business?, WHU)
  • Roles and KPIs for inside sales organizations (includes case Sales Process Reengineering at Robin, IMD)

(*) Two of the 15 sessions of the course (i.e., 13%, topics are indicated by *) have overlaps with my WHU BSc course “Foundations of Sales”. This is necessary to bring the diverse MSc group up to a common level.

Date Time
Friday, 04.09.2020 13:45 - 17:00
Tuesday, 08.09.2020 13:45 - 15:15
Tuesday, 08.09.2020 15:30 - 17:00
Tuesday, 08.09.2020 17:15 - 18:00
Thursday, 10.09.2020 11:30 - 15:15
Tuesday, 22.09.2020 11:30 - 15:15
Tuesday, 22.09.2020 15:30 - 17:00
Tuesday, 29.09.2020 11:30 - 15:15
Thursday, 01.10.2020 11:30 - 15:15
Thursday, 08.10.2020 11:30 - 15:15
Friday, 09.10.2020 08:00 - 09:30
The course intends to enhance six categories of competences. The practical orientation of the course shows in its emphasis on procedural knowledge:

1) In regard to factual knowledge, participants are enabled to

  • apply salespeople jargon to discussing the status of a sale (such as the decision making unit, red flags, pipeline, RFQ, gatekeepers, and other idioms),
  • understand the specifics and terminology of selling to different customer segments,
  • define sales performance indicators.

2) In regard to conceptual knowledge, participants are enabled to

  • analyze the composition of a buying center,
  • classify the varieties of sales strategies,
  • evaluate sales pipeline KPIs.

3) In regard to selling-specific procedural knowledge, participants are enabled to

  • apply a structured sales process and blueprint,
  • evaluate approaches for getting access to C-level decision makers,
  • evaluate the needs of a customer through questions,
  • tell a compelling selling story,
  • create a list of target prospects based on database research.

4) In regard to procedural knowledge of sales leadership, participants are enabled to

  • provide constructive feedback on selling behavior of others,

5) In regard to general business-relevant procedural knowledge, participants are enabled to

  • prepare for business meetings and internal committee sessions,
  • make the best out of a limited preparation time budget,
  • make concise contributions to meetings,
  • constructively build and comment on contributions by other participants in the meeting,
  • to derive a course of action from a careful analysis of the situation and a structured evaluation of alternatives.

6) In regard to metacognitive knowledge, participants are enabled to

  • evaluate their own selling behavior and skills,
  • evaluate the ethical dimension of a sales leadership situation,
  • create a skill profile for sales people, and
  • develop criteria of sales excellence.
There is no required textbook. We have not found a book that covers the range of topics discussed by this course. The learning material for this course includes presentation slides, copies of articles, case studies, role-plays, videos, and black board notes. These and further course-related information are available on the learning management system myWHUcourses (another name for it is “Moodle”).
The course uses a hybrid teaching approach: It emphasizes live interactions in the classroom while integrating online participants into the classroom via Zoom. In the unfortunate case of quarantine measures, the classroom sessions will be switched to live sessions on Zoom.

The overall learning method mix across all sessions of this course is:

  • 24% role-play sessions between students,
  • 32% case-based discussions with concluding mini-lectures,
  • 29% interactive concept lectures, and
  • 15% guest lectures of serial entrepreneurs.

This video shows the style of case-based sessions: https://www.youtube.com/watch?v=IbNNsq1fC0A. This way of learning requires a great amount of energy, both from the student and from the teacher.

The grading policy in this course has two differentiating characteristics:
  • 100% individual performance. No team grades. No peer evaluation.
  • No sit-down, speed-writing exam under time pressure, no memorizing of PowerPoint slides, no black-out risk.

The course grade is composed as follows:

  • 20%: four class preparation notes (pdf, bullet points are enough, ca. 500-750 words)
  • 20%: two role-play videos and two hands-on exercises,
  • 60%: write-up and presentation of one real-life case (pdf, presentation)
Enrollment in this course is not limited by pre-experience prerequisites. In particular, it is not necessary to have taken my other courses in the program - this course stands alone. However, what you should be aware of before enrolling in this course is:
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