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Entrepreneurial Selling

Course code
EAI619
Course type
MSc Course
Weekly Hours
2,5
ECTS
5.0
Term
HS 2019
Language
Englisch
Lecturers
Prof. Dr. Ove Jensen
Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the 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 (Stephan Schubert guest lecture)
  • Marketing positioning and value proposition

2) Personal selling process

  • Prospecting: Selling is a contact sport
  • Telling a compelling selling story (Mattias Protzmann guest lecture)
  • Listening and closing (includes case Scheel & Partners, WHU)
  • Relationship building: It’s networking or it’s not working (includes case Heidi Roizen, HBS)

3) Enterprise sales process

  • Understanding enterprise buying (includes case British Columbia Box, Ivey)
  • Enterprise selling methodology
  • Enterprise selling traps (includes case CMR Enterprises, HBS)

4) Inbound sales process

  • Inbound marketing and marketing automation (includes case Hubspot, HBS)
  • Selling as a numbers game (includes case InsightSquared, HBS)

5) Sales evolution and scaling

  • Sales team evolution (includes case Transition at DataCorp, HBS)
  • Sales channel evolution (includes case Oversight Systems, HBS)
Date Time
Thursday, 05.09.2019 09:45 - 13:00
Tuesday, 10.09.2019 11:30 - 15:15
Wednesday, 11.09.2019 13:45 - 17:00
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 16.09.2019 15:30 - 18:45
Monday, 23.09.2019 08:00 - 11:15
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Monday, 23.09.2019 08:00 - 09:30
Tuesday, 08.10.2019 15:30 - 18:45
Thursday, 10.10.2019 11:30 - 15:15
Thursday, 10.10.2019 15:30 - 17:00
Monday, 21.10.2019 09:45 - 11:15
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 sales management in various industry sectors,
  • define sales performance indicators.

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

  • analyze the composition of a buying center,
  • classify the dimensions of sales performance management,
  • evaluate sales performance 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 win probability of an opportunity and identify potential roadblocks,
  • evaluate the needs of a customer through questions.

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

  • provide constructive feedback on selling behavior of others,
  • conduct pipeline reviews,
  • develop sales forecasts.

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,
  • to 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 overall learning method mix across all sessions of this course is:
  • 20% role-play sessions between students,
  • 60% case-based discussions with concluding mini-lectures, and
  • 20% interactive concept lectures.

This video shows our 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:

  • 40%: eight class preparation notes (pdf, bullet points are enough, ca. 500-750 words)
  • 10%: two role-play videos and two database exercises,
  • 50%: two individual take-home papers (pdf, essay)
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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