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Level 5 Diploma in Business Studies

Unit 20: Sales Planning and Operations Unit Code: Y/601/1261 Scheme of Work (Guided Learning Hours)

Week Topics Teaching Activities/ Assessment oflearning

Learning Outcomes covered Resources

1 Promot ion mix : personal and impersonal communication;objectives of promotional activity;push-pull strategies; integrating sales with other

promotional activities; evaluating promotion;allocation of promotion budget

Class discussion on subjectElicit ideas on the boardElicit meaning on board

Handouts.Elicit ideas from theseConfirm meanings with the group.

Understand the role ofpersonal selling within theoverall marketing strategy

HandoutsWhiteboard

2 Unders tanding buyer behaviour : consumer andorganisational purchase decision-makingprocesses; influences on consumer purchase behaviour(personal, psychological, social);influences on organisational buyer behaviour(environmental, organisational, interpersonal,individual); purchase occasion; buying interests andmotives; buyer moods; level ofinvolvement; importance and structure of the DMU(Decision Making Unit); finding thedecision-taker; distinction between customers and users

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from theseConfirm meanings with the group.

Understand the role ofpersonal selling within theoverall marketing strategy

HandoutsWhiteboard

3 Role of the sales team : definition and role of personalselling; types of selling; characteristicsfor personal selling; product and competitor knowledge;sales team responsibilities(information gathering, customer and competitorintelligence, building customer databases,

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from these

Understand the role ofpersonal selling within theoverall marketing strategy

HandoutsWhiteboardDistribution of ILRleaflet

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prospecting and pioneering, stock allocation, maintainingand updating sales reports andrecords, liaison with sales office); sales teamcommunications; the role of ICT in improvingsales team communications

Confirm meanings with the group.

4 Principles : customer-oriented approach; objectivesetting; preparation and rehearsal;opening remarks; techniques and personal presentation;need for identification andstimulation; presentation; product demonstration and useof visual aids; handling and pre-emptingobjections; techniques and proposals for negotiation;buying signals; closingtechniques; post sale follow-up; record keeping; customerrelationship marketing (CRM)

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from theseConfirm meanings with the group.

Be able to apply theprinciples of the sellingprocess to a product orservice

HandoutsWhiteboard

5 Sales strategy : setting sales objectives; relationship ofsales, marketing and corporateobjectives; importance of selling in the marketing plan;use of marketing information forplanning and decision making (sources and collectionmethods); role of sales forecasts inplanning; quantitative and qualitative sales forecastingtechniques; strategies for selling

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from theseConfirm meanings with the group.

Understand the role andobjectives of salesmanagement

HandoutsWhiteboard

6 Recru i tment and se lec t ion : importance of selection;preparing job descriptions and personspecifications; sources of recruitment; interviewpreparation and techniques; selection andappointment

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from theseConfirm meanings with the group.

Understand the role andobjectives of salesmanagement

HandoutsWhiteboard

7 Motiva t ion , remunera t ion and t ra in ing : motivation

theory and practice; team building; targetsetting; financial incentives; non-financial incentives;salary and commission-basedremuneration; induction training; training on specificproducts; ongoing training andcontinuous professional development (CPD); trainingmethods; preparation of training

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from theseConfirm meanings with the group.

HandoutsWhiteboard

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programmes; the sales manual 8 Organisa t ion and s t ruc ture : organisation of sales

activities (by product, by customer, bycustomer type; by area); estimation and targeting of callfrequency; territory design; journeyplanning; allocation of workload; team building; creating

and maintaining effective workingrelationships; sales meetings; sales conferencesContro l l ing sa les ou tput : purpose and role of the salesbudget; performance standards:performance against targets (financial, volume, call-rate,conversion, pioneering); appraisals;self-development plans; customer care

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from theseConfirm meanings with the group.

Understand the role andobjectives of salesmanagement

HandoutsWhiteboard

9 Database managem ent : importance of databasebuilding; sources of information; updatingthe database; use of database to generate incrementalbusiness and stimulate repeatpurchase; use of database control mechanisms;importance of ICT methods in databasemanagement; security of data; Data Protection Act

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from these

Confirm meanings with the group.

Understand the role andobjectives of salesmanagement

HandoutsWhiteboard

10 Sales sett ings : sales channels (retailers, wholesalers,distributors, agents multi-channel andonline retailers); importance of market segmentation:business-to-business (BTB) selling;industrial selling; selling to public authorities; selling forresale; telesales; selling services;pioneering; systems selling; selling to project teams orgroups

Class discussion on subjectElicit ideas on the boardElicit meaning on boardHandouts.Elicit ideas from theseConfirm meanings with the group.

Be able to plan sales activityfor a product or service

HandoutsWhiteboard

11 International sell ing : role of agents and distributors;sources, selection and appointment ofagents/distributors; agency contracts; training andmotivating agents/distributors; use ofexpatriate versus local sales personnel; role, duties andcharacteristics of the export salesteam; coping in different cultural environments; the role ofICT in communicating with aninternational sales teamExhibitions and trade fairs : role, types and locations of

Class discussion on subjectElicit ideas on the boardElicit meaning on board

Handouts.Elicit ideas from theseConfirm meanings with the group.

Be able to plan sales activityfor a product or service

HandoutsWhiteboard

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trade fairs and exhibitions; how tradefairs and exhibitions fit in with corporate strategy andobjectives; setting objectives forparticipation in an exhibition; audience profile andmeasurement; qualification and follow-upof exhibition leads; evaluation of exhibition attendance;

setting budgets; financial assistancefor exhibition attendance; principles of stand design

Indicative Reading for this Unit:

Ian Worthington and Chris Britton (2009) The Business Environment, 6 th Eds. Pearson Education LTD. Paul Wetherly and Dorron Otter (2008) The Business Environment: themes and issues, Oxford University Press. Donaldson, P and Farquhar, J (2012) Understanding the British Economy, Penguin