Pass Marks: 35
Lecture Hours: 150
Course Objective:
This course aims to provide knowledge to the students about effective techniques of selling and developing
practical skills in the selling job. An additional attempt has been made to familiarize the students with the sales
force management technique.
Course Description:
This course contains introduction, understanding sales process, communication and transactional analysis in sales
job, buyer behaviour and buying process, building future sales and customers relations, managing sales force in
the organization, arrangement of sales territories, arrangement of sales quotas, international sales, evaluating,
supervising and controlling sales and sales personnel
Unit 1: Introduction LH 17
Nature and meaning of selling; Marketing concept and selling; Role of selling in society and in firm;
Duties of a sales representative; Types of sales job; Essential knowledge for successful selling;
Qualifications for success in sales job; Theoretical basis of sales job – the AIDAS approach, the RIGHT
SET OF CIRCUMSTANCES approach, the BUYING FORMULA approach, and the BEHAVIORAL
EQUATION approach.
Unit 2: Understanding Sales Process LH 17
Pre-sale preparations; Prospecting and qualifying potential customers; Pre-approach planning;
Approaching the prospects; Sales presentation and product demonstration; Handling customers’
objections; Closing the sales; Follow-up Action.
Unit 3: Communication & Transactional Analysis in Sales Job LH 13
Meaning and process of communications; Two-way communications: listening and questioning; Verbal
and non-verbal communications; Transactional analysis – concept and methods of analysis; Hooking the
adult; Role of Communications in Selling Job; Factors affecting effective communication.
Unit 4: Buyer Behaviour and Buying Process LH 13
Meaning of buyer Behavior; Types of buyers – Individual buyer and Industrial buyer; Individual Buying
process; Factors affecting the buying decisions; Organizational buying process; Collecting information
about buyers; Customer care and satisfaction.
Unit 5: Building Future Sales and Customers Relations LH 15
Developing goodwill – meaning and importance; Methods of establishing goodwill; Analyzing the types
of customers and their characteristics; Methods of improving relations with the non-buyers;
Understanding the nature of after-sale or post-sales services to the customers – knowledge about the use
of product, adequacy of product information, need for help and nature of services by the customer, and
understanding the promises (warranty and guarantee); Handling customer complaints – need for handling
customers’ complaint and methods of handling customer complaints.
Unit 6: Managing Sales force in the Organization LH 15
Meaning and tasks of sales force management; Designing the sales force; Recruitment and selection of
sales force; Challenges in sales force selection; Training the sales force; Remunerating/compensating the
sales force; Directing and motivating the sales force.
Unit 7: Arrangement of Sales Territories LH 11
Meaning of sales territory; Need for establishing sales territories; Reasons for not having sales territories;
Elements of territory management: establishing sales quota, account analysis, developing account
objectives and sales quotas, territory-time allocation, customer sales planning, scheduling and routing,
territory and customer evaluation.
Unit 8: Arrangement of Sales Quotas LH 11
Meaning and objective of sales quotas; Types of sales quotas; Methods of setting sales quotas; Problems
of establishing sales quotas.
Unit 9: International Sales LH 13
Introduction; Sales opportunities abroad; Identifying buyers in foreign markets; Methods of selling in
foreign markets; Difficulties in selling abroad; Major tools in international sales: Internet marketing/e- marketing, referral marketing, and direct marketing.
Unit 10: Evaluating, Supervising and Controlling Sales and Sales Personnel LH 15
Meaning and need of sales evaluation, supervision and control; Process of sales control; Controlling sales
personnel through supervision; Tools of sales control and analysis – Sales audit, Market audit, Sales force
expense analysis; Methods of measuring sales organization effectiveness – sales analysis, marketing cost
analysis, classification of marketing expenses, credit control, market share analysis, budgetary control,
ratio analysis, management objectives (MBO)
Project Work LH 10
After the completion of fourth year concentration classes the students shall have to prepare and submit a project
work in the area they have specialized. The subject teachers have to discuss with students on possible topics of the
project work, availability and sources of literature, availability of data, data collection methods, appropriate tools
of data analysis, etc relevant to the subject within 10 lecture hours.
Basic Books:
Pedarson, Carton A., Wright, M. D., and Wright, B. A., Selling: Principles and Methods, Richard D. Irwin.
Cooper, Simon, Selling: Principles, Practice and management, Pitman Publishing, London.
Reference Books:
Shrestha, S. K., Fundamentals of Selling, Kathmandu: Book Palace.
Futrell, Charles., ABCs of Selling, New Delhi: RichardD. Irwin Inc. Homewood.
Still, R. R., Cundiff, E. W., Bovoni,& Norman, A. P., Sales Management: Decisions, Strategies and Cases., New Delhi: Prentice hall of India
Sharma, G. R., Fundamentals of Selling, Kathmandu: Taleju Prakashan.
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