|Name of the Module: ||W4114 Relationship Driven Selling: Theory & Practice |
|Lecturer: ||Ph.D. James A. Eckert |
|Contact Person: ||Andrea Hampel |
|Credits: ||5 ECTS |
|Level: ||Masterphase |
|Target Group: ||Students in the Master's program with a business background |
|Time and Place: ||see Paul |
|Link to the Module Manual: ||[Link] |
The lecture will be given by our visiting professor, Prof. James A. Eckert, Ph.D.
Contrary to many predictions, the selling function has not disappeared with the advent of modern B2B web and information exchange offerings. On the contrary, it is becoming increasingly clear that the ability to sell is becoming more important in a world where commerce has become much more transparent. Interactions between sellers and buyers, and the resulting relationships, are more important than ever to the success of businesses. For this reason, the sales function still plays a key role in the world of B2B marketing - although the focus of that key role has changed. We now see a world in which the salesperson is tasked with developing sustainable relationships with customers, rather than being uniquely transaction-based as before.
This course will dive into that world. Specifically, this course consists of two components: (1) a theoretical review of key sales management materials related to adaptive, relationship-based selling, and (2) an approach to corporate-style sales training that will enable students to learn the practical selling and communication skills of an adaptive, relationship-based salesperson. This course includes reading of class materials, lectures, discussions, exams, and interactive exercises such as role plays and cases.