Personal selling (5 cr)

Objective

You know how to acquire information about customers, products and competitors to support personal selling.
You can describe a company’s sales process and can act appropriately.
You can carry out a personal selling negotiation appropriately.

Content

What is the role and importance of sales and personal selling as part of a company’s marketing?
How do selling to consumers, companies and other organisations differ from each other?
What is a strategy-based sales process?
What are personal selling skills and how are they developed?
How do communication styles affect personal selling?
What are the stages in sales negotiation and how is a sales negotiation managed?

Evaluation

Students can
- search information from the main sources of information to support personal selling
- perceive the totality of a company’s sales process and the tasks required at the different stages of the sales process
- act in selling situations and customer encounters in appropriate ways

Evaluation scale

1-5

Qualifications

Customer-oriented marketing 5 ECTS credits or equivalent knowledge
Customer insight and customer service 5 ECTS credits or equivalent knowledge