BMT545 - Effective Selling

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Last revision date May 25, 2020 1:49:45 AM
Last review date Aug 3, 2020 12:15:13 AM

Subject Title
Effective Selling

Subject Description
This course provides the background, concepts and skills of the professional salesperson in the age of information and communications technology, trust and relationships.  It focuses on current sales, commerce and sales promotion, business issues and topics, and the relationship of sales to marketing, relationship marketing, the sales cycle, sales promotions and the impact of technology to enable sales practices (e.g., e-commerce) and value proposition.  The course takes a theoretical, industry and applied approach to the class.

Credit Status
One credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Identify the field of professional selling including the history, contributions made by salespeople to society, employers, and customers, professional selling approaches and an overview of the sales process.
  2. Understand the concept of trust including distinguishing characteristics of trust-based selling and trust-builders including an important discussion of sales ethics.
  3. Assess the activities of buyers (individual and teams) common to each phase of the buying decision process and the corresponding roles and activities practiced by successful sales people in identifying the needs gap.
  4. Develop high quality sales proposals by applying an understanding and mastery of collaborative, two-way relational sales communication through verbal application (questioning, listening, responding), nonverbal application and meaningful interpretation and written dimensions.
  5. Understand the sales process of prospecting and gathering pre-call information.
  6. Planning the presentation and approaching the customer including review of different sales presentation formats.  Pre-call information and planning the initial sales call.
  7. Establish a productive buyer-seller dialogue through understanding how to communicate benefits, including the use of sales aids.  Emphasis is placed on the importance of questioning skills and discovering buyer needs.
  8. Manage expectations, handling client concerns or objections and earning commitment in a professional, ethical manner while continuing to develop a trust-based relationship.
  9. Build the relationship after the sale while maintaining open, two-way communication adding value through mutually rewarding opportunities.
  10. Understanding the concepts and processes of leadership in sales.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.