BMT545 - Effective Selling

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Last revision date Dec 7, 2020 10:01:07 AM
Last review date Dec 7, 2020 10:01:25 AM

Subject Title
Effective Selling

Subject Description
This course provides background, introduces concepts and develops the skills necessary for a professional salesperson to succeed in the age of information and communications technology, trust and relationships.  It focuses on the critical aspects of professional selling including: consumer psychology, developing customer relationships, the sales cycle, the impact of technology to enable sales practices, powerful presentations, and developing your value proposition. 
The course takes a theoretical, industry and applied approach to the class.

Credit Status
One degree level credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

Upon successful completion of this subject the student will be able to:
  1. Identify the field of professional selling including the history, contributions made by salespeople to society, employers, and customers, professional selling approaches and an overview of the sales process.
  2. Recognize the importance of trust, including the distinguishing characteristics of trust-based selling and trust-builders, and the importance of sales ethics.
  3. Assess the activities of buyers (individual and teams) common to each phase of the buying decision process and the corresponding roles and activities practiced by successful sales people in identifying the needs gap.
  4. Illustrate the sales process of prospecting and gathering pre-call information.
  5. Plan the customer approach including pre-call planning, initial sales call and sales presentation, including a review of different sales presentation formats. 
  6. Illustrate buyer-seller dialogue with an emphasis on communicating benefits, including the use of sales aids.  Emphasis is placed on the importance of questioning skills and discovering buyer needs.
  7. Develop high quality sales proposals by applying an understanding and mastery of collaborative, two-way relational sales communication through verbal application (questioning, listening, responding), nonverbal application and meaningful interpretation and written dimensions.
  8. Demonstrate how to manage customer expectations, handle concerns or objections and earn commitment in a professional, ethical manner while continuing to develop a trust-based relationship.
  9. Describe how to build the relationship after the sale including how to maintain open, two-way communications and adding value through mutually rewarding opportunities.
  10. Discuss the concepts and processes of sales management and leadership.

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Show respect for diverse opinions, values, belief systems, and contributions of others.

Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

Manage the use of time and other resources to complete projects.

Take responsibility for one's own actions, decisions, and consequences.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.