COURSE OUTLINE: SALESMANSHIP (DBM 12)
Course Objectives
By the end of the course, students should be able to:
1. Understand the principles and functions of salesmanship in business.
2. Demonstrate effective personal selling techniques.
3. Apply customer-oriented approaches to selling.
4. Manage objections and close sales successfully.
5. Appreciate the role of ethics and professionalism in sales.
6. Analyze and evaluate sales performance in relation to organizational goals.
COURSE CONTENT
Week Topic Details
Introduction to Meaning, importance, scope, and role of salesmanship in
Week 1
Salesmanship business.
Steps: Prospecting, Pre-approach, Approach, Presentation,
Week 2 The Selling Process
Demonstration, Handling Objections, Closing, Follow-up.
Qualities of a Good Personality traits, communication skills, product
Week 3
Salesperson knowledge, integrity, and customer orientation.
Types of buyers, consumer motivations, factors influencing
Week 4 Buyer Behavior
buying decisions.
Week 5 CAT 1 Sitting Test on topics covered from Weeks 1–4.
Group Discussion &
Week 6 Role plays on handling customers and objections.
Presentations
Sales Techniques and Personal selling, consultative selling, relationship selling,
Week 7
Strategies and persuasive communication.
Sales Negotiation and Common objections, methods of overcoming objections,
Week 8
Objection Handling negotiation skills.
Week 9 Closing the Sale Different closing techniques, importance of timing, and
Prepared by: ANGESO FELIX OTIENO, MBA (Procurement)
Week Topic Details
follow-up.
Week Customer Relationship Building trust, maintaining long-term relationships,
10 Management (CRM) customer retention.
Week Ethical issues, professional conduct, and legal aspects of
Ethics in Salesmanship
11 selling.
Week Revision & Final Exam
Review of all topics and exam guidelines.
12 Preparation
TEACHING METHODS
Lectures and Class Discussions
Case Studies and Role Plays
Group Discussions
Self-study and reading assignments
Practical Sales Demonstrations
ASSESSMENT METHODS
Continuous Assessment Test (CAT 1): 15% (Week 5)
Group Discussion & Presentation: 15% (Week 6)
Assignments & Class Participation: 20%
Final Examination: 50%
REFERENCES / RECOMMENDED TEXTBOOKS
1. Futrell, C. (2014). Fundamentals of Selling: Customers for Life through Service. McGraw-Hill.
2. Still, R., Cundiff, E., & Govoni, N. (2010). Sales Management: Decisions, Strategies, and Cases.
Pearson.
3. Dubinsky, A. J. (2012). Personal Selling: Theory, Research, and Practice. Routledge.
4. Stanton, W. J., & Spiro, R. L. (2013). Management of a Sales Force. McGraw-Hill.
Prepared by: ANGESO FELIX OTIENO, MBA (Procurement)
