University of Minnesota-Duluth

School of Business and Economics

Spring 2004

Course:                  MgtS 3741 Fundamentals of Selling

                             9:30-10:45 TTH Room 50 SBE Bldg.


Prerequisites:SBE candidate or college consent.

Professor:               Dr. Stephen B. Castleberry

                             116 School of Business & Econ Building

                             (218) 726-6314 office phone

                             (218) 726-7578 office fax

                             E-MAIL: scastleb (always send to this address)



Office Hours:          12:00-2:00 TTH, or by appointment

Course Catalog Description:


Theory and practice of personal selling as used by organizations to develop long-term partnerships with customers. Emphasis on marketing, planning, communication, and presentation skills.


Course Textbook:Selling: Building Partnerships 5th Edition, Weitz,

                              Castleberry & Tanner 2004, Irwin/McGraw-Hill.


Grade Determination:

                             Written paper for Individual Role Play  10%

                             Individual Role Playª                        30%

                             Exam One                                            20%

                             Exam Two                                            20%

                             Final Exam                                           20%


ªRole playing scenarios will be, as much as possible, totally "real world." Students should expect that anything that could happen in the real world will happen in these role plays.


Course Outline


T         1/20    Introductions/Selling and Salespeople Ch 1

TH     1/22   Partnering Relationships Ch 2


T         1/27    Ethics/Legal Issues Ch 3                    

TH     1/29   Buyer Behavior Ch 4/ Effective Communications Ch 5


T        2/3    Adaptive Selling Ch 6

TH     2/5    Prospecting Ch 7 / Planning the Sales Call Ch 8


T        2/10   Exam One (Chapters 1-6)

TH     2/12   Making the Sales Call Ch 9/ Role Play Proposal Due at 9:30 


T        2/17  Strengthening the Presentation Ch 10

TH     2/19   Objections Ch 11


T        2/24   Commitment Ch 12 / Building Long-Term Partnerships Ch 13

TH     2/26   Guest Speaker / Selling to Resellers Ch 15


T        3/2    Exam Two (Chapters 7-13)

TH     3/4    Guest Speaker / Managing Your Career Ch 18


T        3/9    Practice Role Plays / Role Play Paper Due at 9:30

TH     3/11   Guest Speaker / Partnering Within Your Firm Ch17 / Role Play Discussion

 Spring Break March 13-21

T 3/23 - TH 4/29 Role Plays (12 Days, 3 each day)


T        5/4    Formal Negotiating Ch 14 / International Selling

TH     5/6    Time/Territory Management (Porter film) Ch 16/ Course Summary

Final Exam Tuesday, May 11, 10:00-11:55 am


Role Play Paper


The paper has two distinct parts, Part I and Part II. Follow the directions given precisely.





Part I (two copies required)


You are to submit to me two typed copies of Part I (maximum length allowed for Part I is 3 typed pages-single spaced is okay). USE MY OUTLINE FORMAT FOR THE INFORMATION REQUESTED AND DONT USE COMPLETE SENTENCES (e.g., In business for 20 years instead of We have been in business for the past 20 years). Be clear and concise. Staple Part I pages; do not have Part I bound or in a folder. Include your name and product/service name at the top of each page.


I. My product and firm

              A. Product/service

Outline information about the product/service you are selling (what it is, how it works, how the buyer would use it).This should be written in easy-to-understand language (e.g. don't copy this out of a brochure or technical product description).

              B. My company

Outline information about the company you are representing (e.g. number of plants/offices, image, size, anything else that will be helpful for the buyer to know).

II. My buyer

A. The buying firm

Outline information about the company you are selling to. Give enough information so that the buyer can understand what the buying firm does and what product/service it is currently using (that you will replace with your product/service).Remember to include the title (and brief job description) of your buyer.

              B. Buyers needs

1. Outline information about your buyer's needs with regard to your type of product as far as you understand them now [They may change based on my instructions to the buyer]. You must provide enough information for the buyer to answer your needs identification questions (the ones you will ask at the beginning of the role play) and generally understand the situation. You will not be able to ask any questions during the role play that the buyer has not been informed about in your paper. Note: you will be better off if you only list about two basic needs.


2. Buyers Customers Needs If youre selling something that will be resold (e.g., you are selling Hunts Ketchup to Sams for them to sell to the public), you must include two sets of buyers needs: the needs of your customer (e.g. Sams) and the needs of your customers customers (e.g. person who walks into Sams to buy ketchup). Make sure the two lists are separated.

              C. What youve done so far with this buyer and the buyers firm

Outline information about what you have done with this buyer to this point (e.g. results of previous meetings or phone conversations; material you have sent them to look at; conversations you have had with someone else in this buyers organization).


III. The buyers options

              Provide enough information so that the buyer can easily understand his/her options

              A. Your own product/service (Put actual name here. Include prices.)

                            1. Strengths

                                           A., B., etc.

                            2. Weaknesses 

                                           A.., B., etc.

              B. Direct competitor number one (Put actual name here. Include prices.)

                            1. Strengths

                                           A., B., etc.

                            2. Weaknesses

                                           A., B., etc.

              C. Direct competitor number two (Put actual name here. Include prices.)

                            1. Strengths

                                           A., B., etc.

                            2. Weaknesses

                                           A., B., etc.

              D. Indirect competitor (Put actual name here. Include prices.)

                            1. Strengths

                                           A., B., etc.

                            2. Weaknesses

                                           A., B., etc.



IV. Objectives

Outline your goals for this meeting (the presentation you will have in class).

              A. Primary goal

              B. Minimum goal

              C. Optimistic goal







Part II (two copies required)



Submit two typed copies of Part II (maximum length of Part II is 4 pages-single spaced is okay) which follow the outline below. Staple Part II pages together, but do not staple it to Part I. Include your name and product/service name at the top of each page.


I. Objections


Include an exhaustive list of all possible objections (minimum of 25). Number them (1,2,3,....). Use single space. Use 1st person form of pronouns and verbs (e.g., I dont like . . .). Objections should fit on one page (use size 10 font and reduce page margins if necessary). These must be very specific to the scenario you have set up (e.g., not just something like, The value does not exceed the cost.).


II. Responses


On the next page of your paper tell how you would helpfully respond to each of the objections you just listed. Use 1st person style. Number them to correspond to the numbers on the "List of Objections" page.











Grading of the Paper

The paper is graded on the following points:


"            Professionalism--The extent to which you use correctly spelled words, correct phrasing, and follow the required outline and directions exactly. I generally count off one point for each of these errors.

"            Extent to which you provide the required information. For example, do you list at least

              25 strong, unique objections? Can your buyer understand the scenario easily because

              you are using non-technical language? Etc...