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Lecturer(s)
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Benyahya Petra, Ing. Ph.D.
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Course content
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1.-2. Personal selling, part of the communication mix. History and development. Personal selling organizations and associations. 3.-4. The role of salespeople, salesperson competencies ? knowledge, skills, abilities, and characteristics. 5. Mystery shopping; 6. Stages of a sales negotiation ? preparation. 7. Stages of a sales negotiation ? sale. 8. Stages of a sales negotiation ? after-sales customer care. 9. Handling objections. 10. Types of customers. 11.-12. Manipulative techniques in personal selling. 13. Telephone sales.
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Learning activities and teaching methods
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- Home preparation for classes
- 20 hours per semester
- Participation in classes
- 10 hours per semester
- Term paper
- 25 hours per semester
- Preparation for examination
- 70 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| characterize personal selling and determine its advantages and disadvantages |
| characterize personal selling and determine its advantages and disadvantages |
| describe the principles of personal selling |
| describe the principles of personal selling |
| characterize the individual phases of a business negotiation |
| characterize the individual phases of a business negotiation |
| describe basic negotiation tips |
| describe basic negotiation tips |
| describe pressure techniques in personal selling and how to resist them |
| describe pressure techniques in personal selling and how to resist them |
| Skills |
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| prepare for personal selling |
| prepare for personal selling |
| recognize the type of customer and adapt your communication during personal selling accordingly |
| recognize the type of customer and adapt your communication during personal selling accordingly |
| apply individual selling and negotiation techniques |
| apply individual selling and negotiation techniques |
| respond appropriately to customer objections |
| respond appropriately to customer objections |
| assemble a scenario for mystery shopping |
| assemble a scenario for mystery shopping |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Practice exercises |
| Practice exercises |
| Skills |
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| Activating (Simulation, games, dramatization) |
| Activating (Simulation, games, dramatization) |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Analysis of seminar paper |
| Analysis of seminar paper |
| Didactic test |
| Didactic test |
| Grade (Using a grade system) |
| Grade (Using a grade system) |
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Recommended literature
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ANDERSSON, S.; AWUAH G.B.; AAGERUP, U. a WICTOR, I. International Marketing Review. 2020.
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Bělohlávek, František. 25 tipů lidí: jak s nimi jednat, jak je vést a motivovat. Praha : Grada, 2016. ISBN 9788024758725.
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DAVIES, Melissa. Vyjednávání s respektem: umění budovat trvalá partnerství. Praha: Grada, 2023. ISBN 978-80-271-3568-4.
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Jemelka, Jiří. Prodej - dřina nebo hra. Praha : Grada, 2013. ISBN 978-80-247-4805-4.
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LIMBECK, M. Velká kniha o prodeji: Nový hardselling - staňte se jedničkou na trhu. 2014. ISBN 978-80-247-4095-9.
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Marshall, Perry S. Pravidla 80/20 v prodeji a marketingu: jak prodat co nejvíce s co nejmenším úsilím. Praha: Management Press, 2015. ISBN 9788072612864.
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Parker, Michael. Není důležité, co říkáte, ale jak to říkáte!: Umění prodat se, když na tom opravdu záleží. Praha: Naše vojsko, 2016. ISBN 9788020616142.
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PAŘÍK, Radim. Umění vyjednat cokoliv. Praha: Grada, 2023. ISBN 978-80-271-2489-3.
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