现代销售学创造顾客价值（第11版）_3.docVIP

PAGE 14 ? Part I PAGE PAGE 10Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall 1Part ISUGGESTIONS FOR ORGANIZING YOUR COURSETo your student, taking a course in selling hopefully will be like taking an interesting trip to a worthwhile destination. You, the instructor, will occupy the role of a travel guide—(1) determining the destination, (2) selecting methods of travel, (3) organizing the journey so everyone can follow the path to the destination, and (4) making sure students arrive at an understanding of what the text course was designed to cover.COURSE OBJECTIVES – DETERMINING THE DESTINATION OF YOUR COURSEStudents want to know where a course will take them. They want to know the objectives of your course. Therefore, we suggest you start organizing your course by making a list of general objectives you plan to have the students achieve. This list should be duplicated and handed out to each student at the beginning of the course (at the first or second class meeting). A sample list of general course objectives would be as follows.Competencies the Student Should Gain from the Course:General Sales Knowledge:Explain careers, opportunities, and benefits of personal selling.Summarize the effect of selling in a marketing economy.Apply theories of buyer motivation.Create a prospecting plan.Summarize how to adapt a sales presentation.Explain and demonstrate one’s product and/or service.Explain the various communication styles.Discuss the importance of a positive self-image.Apply time management techniques to the art of selling.Evaluate and apply ethical practices in selling.Write steps and goals of the sales presentation.Describe the integration of technology into personal selling.Sales Demonstration Knowledge:Develop complete pre-approach information.Design an approach.Determine wants/needs of the customer.Prepare and present a value added solution.Select and prepare selling tools for demonstration.Anticipate and negotiate sales resistance.Develo