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Foundations of Sales, Group B

Course code
MKT201
Course type
BSc Course
Weekly Hours
2,0
ECTS
3.0
Term
FS 2020
Language
Deutsch
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) Negotiating and calculating prices

  • Getting prices: bargaining techniques (includes case Porcelaine, WHU)
  • Setting prices: price-volume-cost-terms calculations

2) Selling value

  • Value-based pricing and economic value calculation (includes case Soren Chemicals, HBS)
  • Fundamental techniques in personal selling (includes case Scheel & Partners, WHU)

3) Managing the sales process

  • Reactive opportunity management (includes case Boise Automation, Ivey)
  • Proactive opportunity development

4) Building relationships

  • Building trustful relationships and networks (includes case Heidi Roizen, HBS)
  • Corruption and compliance (includes case Medical Equipment Inc. in Saudi Arabia, Ivey)

5) Managing sales people

  • Field sales management (includes case Clef Company, HBS)
  • Inside sales management (includes case ZenRecruit, HBS)
  • Pipeline management and forecasting (includes case PackMach, WHU)
Date Time
Tuesday, 07.01.2020 15:30 - 18:45
Tuesday, 28.01.2020 08:00 - 11:15
Wednesday, 04.03.2020 08:00 - 11:15
The course enhances five categories of competences:

1) In regard tofactual knowledge,participants are enabled to

  • apply salespeople jargon to discussing the status of a sale (such as the “buying center”, “red flags”, “pipeline”, “RFQ”, “gatekeepers”, and other idioms) and a price negotiation (such as “BATNA”, “ZOPA”, “walk-away price”, “non-offer offer”)
  • understand the specific terminology of sales management in various industry sectors.

2) In regard toconceptual knowledge, participants are enabled to

  • analyze the composition of a buying center,
  • classify the dimensions of sales performance management,
  • evaluate sales pipeline KPIs,
  • calculate price-trade-offs against other profit drivers,
  • to analyze economic value to customer, and
  • explain the typical strategic and selling challenges in a variety of industry contexts.

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

  • apply a structured sales process and negotiation blueprint,
  • evaluate approaches for getting access to decision-makers,
  • evaluate the win probability of an opportunity and to identify potential roadblocks,
  • evaluate the needs of a customer through questions,
  • create and deliver a sales presentation,
  • deal with customer objections,
  • coach salespeople on a sales opportunity, and
  • conduct pipeline reviews, develop sales forecasts.

4) In regard togeneral 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, and
  • derive a course of action from a careful analysis of the situation and a structured evaluation of alternatives.

5) In regard tometacognitive knowledge, participants are enabled to

  • evaluate the ethical dimension of a sales leadership situation,
  • evaluate their own selling behavior, and
  • self-observe the power and the joy of deep, meditative reflection that is not diverted by smartphones.
There is no required textbook. We have not found a book that covers the range of topics discussed by this course. Instead, the learning material includes presentation slides, case studies, recommended readings, video links, and black board notes. These are available on the learning management system myWHUcourses/Moodle.
The overall learning method mix across all class sessions of this course is:
  • 50% interactive concept lectures,
  • 40% case-based discussions, and
  • 10% in-class role play between students.

A 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 course grade is based on individual performance 100%. There are no team grades and no peer evaluation. The course grade is composed as follows:
  • 53.33% (48 points): written case preparation notes (8 x 6 points),
  • 6.67% (6 points): quantitative online quiz on price calculation,
  • 6.67% (6 points): interview with a salesperson, and
  • 33.33% (30 points): final exam.
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