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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. Personal selling as part of the communication mix. Definition. Historical development. Advantages and disadvantages of personal selling. Personal selling organizations and associations. The role of the seller. Types of sellers. 2. Preparation for personal selling, and setting goals. Choice of negotiation strategy, and negotiation styles. 3. The course of the business dealing and its phases. 4. Sales skills. 5. Typology of customers. 6. How to negotiate. Negotiation tactics. 7. Handling objections in personal selling. 8. Defense against coercive techniques in personal selling. 9. Upselling, cross-selling, and after-sales customer care. 10. Mystery Shopping. Measurement of the effectiveness of personal selling. 11. Etiquette in personal selling. 12. Non-verbal communication in personal selling. 13. Business Formal Dress Code - clothes in personal selling.
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Learning activities and teaching methods
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- Home preparation for classes
- 30 hours per semester
- Participation in classes
- 10 hours per semester
- Term paper
- 40 hours per semester
- Preparation for examination
- 70 hours per semester
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| prerequisite |
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| Knowledge |
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| 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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GRANT, C. Prodej, nebo prodají tobě.. 2017. ISBN 978-80-270-0886-5.
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KONOPÁČ, M. Jak se stát obchodním zástupcem: Tipy a triky pro úspěšný přijímací pohovor a zkušební dobu.. 2016. ISBN 978-80-271-0167-2.
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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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Markel, Jan. Prodej svoje know-how : jak vydělávat díky tomu, co umíte právě teď. Praha, 2015. ISBN 9788087994511.
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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: Vyjednávejte jako ti nejlepší. Praha, 2023. ISBN 978-80-271-2489-.
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VOSS, Chris, Tahl RAZ. Nikdy nedělej kompromis aneb vyjednávej tak, jako by ti šlo o život. 2016. ISBN 9788075550033.
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