Professional sales script

SalesAssignmentWinter2016vFINALAK.pdf

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BUAD 176 PROFESSIONAL SELLING Winter 2016

Sales Assignment

Objectives:

1. To have a solid understanding of each step of the selling process 2. To demonstrate this understanding in role play assignments 3. To develop an appreciation of the importance of strategically thinking through what it is

you are going to do before you do it

4. To appreciate the level of preparation required to conduct a professional sales presentation

Process: Students will take part individually in this sales assignment which is worth a total of 30% of

your final grade. The sales assignment is divided into smaller components, each of which is outlined

below. Through completing each component you will, by the end of the term, be prepared to conduct a

complete and professional sales presentation. The grading keys for each part of the assignment are

included in the Appendix.

Please note that ALL SOURCES have to be referenced according to APA format. That means that

every sentence or part of a sentence that uses information you gained from a source has to have an in-

text citation and be included in the reference list. This applies not only to direct quotations but also to

ideas that you put into your own words. Failure to reference your sources properly is plagiarism

and will be reported to the Dean’s office. Please review the APA Reference Guide and Online

Tutorial on Moodle before starting this assignment and let me know if you have any questions. The

Success Center or Library can also assist you in this area.

See the assignment dropboxes on Moodle for the due dates.

Part 1- Product Selection (Value 0%)

This important first assignment is critical to the success of your sales presentation. Your first task is to

select a product to sell. The product you select should be one that you are somewhat familiar with, that

you are interested in, and that is appropriate for sale to an organization. This course focuses on selling

to organizational buyers as opposed to final consumers. It is not a course about retail sales. Therefore

the product you select should be one for which an organization (for profit, not-for-profit, government,

institution, or farm) would have a need.

Required: A brief 1-3 paragraph memo to your instructor outlining the following:

 The product you want to sell

 Who you are selling the product for

 To whom you want to sell this product

Although no marks are assigned to this assignment, your instructor must approve your choice of

products before you begin working on the next assignment. If you are having trouble thinking of an

appropriate product, please talk to your instructor before this assignment is due.

If you use third-party sources they must be referenced according to APA.

Part 2 - Background Information (Value 5%)

Before you can prepare a sales presentation, detailed information must be gathered about the industry

your firm participates in, the company you are selling for, the company and person you are selling to,

the product or service you are selling, and the competitive product or service you are selling against.

Please note that this assignment does not require that you address every question posed in the Appendix.

It is designed to illustrate the scope of knowledge required by professional salespeople. Much of the

information will be unavailable to those outside the industry. You should not spend time trying to find

information that is not easily accessed through public sources such as annual reports, journals,

magazines, and newspapers. Please do not attempt to contact companies directly for information as

it is highly unlikely that this information will be made available to you.

Required:

 The objective of this assignment is to identify the information that is important to a sales person, and to write a clear and concise memo.

 A 2-3 page memo providing insight into the industry you are working in, the company you are working for, the prospect you wish to sell to (including five business customer needs of the business

you will be calling on), the product you are selling, and your competition.

Please see Appendix A as a guide for the topics that should be covered in this assignment. We

recommend that you use these titles in your paper.

Part 3 - Sales Approach Script & Role Play (Value 10%)

The purpose of this part of the assignment is to prepare you for your final role play. In this assignment,

you will prepare your approach in written form and then practice your approach in a role play situation.

It is useful to have in your mind how things should go.

Required:

 Prepare your script for the approach stage of your role play as outlined in this assignment. Please submit a printed copy of your script to your instructor before you start your role play. Please

be sure to include your name, the product you are selling and the company you will be selling for at

the top of the first page.

Part A - Script: Sales Approach & Discovery Process (SPIN)

Write a short script outlining the approach that you will use when you make your sales call. Bring

product samples if it will help your presentation.

Step 1 - Introduction. You walk into the prospect’s office and greet the prospect by stating his/her

name, your name, position and the company you represent. Shake the prospect’s hand and offer your

business card.

Step 2 – Rapport & Transition. Establish rapport and then transition to business. (What questions

will you ask?)

Step 3 – Benefit Statement. State your purpose and give an initial benefit statement. In this step you

are providing your prospect with an idea of where you’re going with this meeting and a reason for them

to continue listening to you. (Write out the initial benefit statement you will use).

Step 4 - SPIN. Develop a SPIN dialogue and include the buyer’s likely responses to your questions.

Write out 3 situation questions, 3 problem questions, 3 implication questions and a final need-pay-off

question.

Part B – Role Play: Sales Approach & Discovery Process (SPIN)

This role play will be based on the script you prepared. You will be assigned a partner in the class who

will act as your buyer. You should rehearse your presentation with your partner so that you can easily

move through the stages of the approach and discovery process. You will play the role of a professional

salesperson and follow the process as you've outlined it in your sales script.

Part 4 – Sales Call Script & Role Play (Value 15%)

The purpose of this assignment is to prepare you for your final role-play. Bring product samples if it

will help your presentation.

Required:

 Prepare for each stage of your role play as outlined in this assignment. Please submit a printed copy of your script to your instructor before the role play. Please be sure to include your name,

the product you are selling and the company you will be selling for on top of the first page.

Part A – Script: Sales Call

Write a short script outlining the approach that you will use when you make your sales call. This may

build on Part 3 of the assignment.

Step 1 - Introduction.

Step 2 – Rapport & Transition.

Step 3 – SPIN. Include at least one of each type but more is allowed depending on the time.

Step 4 – Features & Benefits (FAB) Include 2 features and benefit statements.. These must be linked

to the problems/needs identified above.

Step 5 – Sales Resistance (Objections) Include two objections (that represent true buyer resistance)

that your prospect may have to your sales presentation and your responses to these objections. Identify

the objection handling techniques you are using. Your professor will also raise an objection at some

point during your presentation. Answer it to the best of your ability and then continue with your

presentation.

Step 6 – Sales Closing. Include two trial closes and 1 final close. Identify the closing techniques you

are illustrating.

Part B – Role Play: Sales Call

SMILE – BREATHE DEEP – RELAX – HAVE FUN !!

This sales presentation will be based on your script and you will be assigned a partner in the class who

will act as your buyer. You should rehearse your presentation so that you can easily move through the

stages of the sales process. You are required to submit your sales script prior to the role play. Due to

time constraints, you may need to adapt your script for the role play. Specific instructions will be

provided in class.

While you can have supporting materials, the sales person should not read their written sales

script during the presentation!!

You are expected to be in appropriate dress for your final presentation.

Appendix A

The questions posed beneath each of the headings which follow are to provide you only with ideas as to the kinds

of information you may wish to include in your report. It is not necessary to research answers to each of the

questions!

Industry Information What is the history of the industry?

What is the size of the total industry in terms of sales? Is the industry growing?

What advancements have been made in the industry in recent years?