Description:

Upon successful completion of this course, the student should be able to describe the process of successful selling in the retail environment. In addition, the student should be able to define the steps of selling and identify appropriate application. The student should also be able to apply selling principles through role-play. Students who have received credit for MKT 133 may not receive credit for MKT 134. 3 hrs. lecture/wk. This course may be offered as a Learning Communities (LCOM) section, see current credit schedule for LCOM details.

Supplies: Refer to the instructor's course syllabus for details about any supplies that may be required.

Prerequisites: NONE

Textbook(s): For information see - http://bookstore.jccc.net

Course Fees: NONE

Course Objectives:

Upon successful completion of this course the student should be able to:

1. Describe the importance of successful selling in the retail environment and its effect on our economy.
2. Analyze research (primary and secondary) regarding customer service applications today.
3. Identify and explain the steps of the selling process.
4. Demonstrate and analyze successful sales techniques to include approaches, active listening to determine the customer’s needs, presenting a product using features and benefits, responding to customer objections, suggestion selling and closing the sale.
5. Research and demonstrate the proper product knowledge in the retail selling process.
6. Identify career opportunities in retail selling.

Content Outline & Competencies:

I. Selling:  An Overview
   A. Explain the importance of the salesperson’s role in the selling
process
   B. Analyze the customer’s role in the buying and selling process
   C. Illustrate and explain the impact of selling to the economy

II. Describing Customer Service in Retail Stores Today
   A. Conduct and review of research on customer service using the mystery
shopping report tool
   B. Analyze customer service demonstrated in local mystery shopping
reports
      1. Explain results of individual mystery shopping reports
      2. Explain collective results of mystery shopping reports
   C. Identify and explain the improvements necessary to correct/improve
level of customer services delivered in retail operations

III. Developing Sales Skills:  The Steps of a Sale
   A. Developing the sales approach
      1. Explain the importance of the sales approach
      2. List and define approach techniques
      3. Demonstrate the application of appropriate approaches via role
plays
   B. Developing the active listening process
      1. Demonstrate your ability to determine customer needs and wants
through active listening
      2. List and define the techniques for active listening
      3. Demonstrate the application of active listening via role plays
   C. Planning a feature-benefit sales presentation
      1. List and explain research techniques to identify a product’s
features and benefits
      2. Demonstrate the application strategy for developing the sales
presentation for role plays
   D. Presenting a feature-benefit sales presentation
      1. Define and illustrate a product feature
      2. Define and illustrate a product benefit
      3. Explain how to connect features and benefits back to customer’s
needs
   E. Developing suggestion selling in the sales process
      1. Explain the importance of suggestion selling
      2. List and define suggestion selling techniques
      3. Demonstrate the application of suggestion selling via role plays
   F. Handling customer objections 
      1. Define objections and why they occur
      2. List and define the techniques for handling objections
      3. Demonstrate the application of objection handling via role plays
   G. Closing the sale
      1. Identify and explain appropriate times to close a sale
      2. Explain how to look for verbal and non-verbal buying signals
      3. List and define the techniques for closing a sale
      4. Demonstrate the application of closing techniques via role plays
  
 IV. Exploring Selling Careers
   A. List and explain opportunities in retail selling
   B. Analyze the job market for selling careers

Methods of Evaluation of Competencies:

Evaluation of student mastery of course competencies will be accomplished using the following methods:

Examinations (3)            35% - 40%
Role Play Presentations (3) 24% - 30%
Projects and Case Studies   35% - 40% 
  Total                        100%

Grading Scale
  A = 90 - 100%
  B = 80 -  89%
  C = 70 -  79%
  D = 60 -  69%
  F = 59% or below

Caveats:

1. Computer Literacy Expectations: Students will need basic word processing and internet searching skills for the completion of some papers, exercises and projects.

Disabilities:

If you are a student with a disability, and if you will be requesting accommodations, it is your responsibility to contact Access Services. Access Services will recommend any appropriate accommodations to your professor and his/her director. The professor and director will identify for you which accommodations will be arranged.

JCCC provides a range of services to allow persons with disabilities to participate in educational programs and activities. If you desire support services, contact the office of Access Services for Students With Disabilities (913) 469-8500, ext. 3521 or TDD (913) 469-3885. The Access Services office is located in the Success Center on the second floor of the Student Center.