MK440 Business Sales (3 cr.)

This course covers the theory and practice of selling products and services to businesses. It considers its similarities to and differences from consumer sales in terms of mix, buyer behavior, and the buyer-seller relationship. It addresses the social, ethical, and legal elements of business-to-business sales.

Upon completion of this course, students are expected to be able to do the following:

1. Describe the current field of business-to-business (B2B) selling, and demonstrate knowledge of the step-by-step B2B selling process.
2. Identify the factors that influence organizational purchasing decisions, and examine the implications of these behaviors on professional selling efforts.
3. Explain the importance of building partnerships and relationships as part of the B2B selling process and examine the communications skills needed to accomplish these objectives.
4. Recognize the different sales presentation techniques and review the appropriateness of their use in a variety of B2B selling situations.
5. Review the importance to B2B sales of acquiring knowledge of business customers, of the competition, and of the products and services being offered to the market.
6. Examine the strategies used to overcome objections in order to obtain buyer commitment.
7. Conduct the successful negotiation and closing of a B2B sale.
8. Examine the legal and ethical issues pertaining to B2B sales, and explain what influences ethical selling behaviors.
9. Recognize the importance of managing one’s own time, territory, and sales career.