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Establishment
Language of instruction
English
Teaching content
NEGOTIATION
Training officer(s)
F.BADDAR
Stakeholder(s)
Paul JOHNSTON
Présentation
Prerequisite
Awareness and understanding of the marketing concept
Awareness and understanding of market and customer orientation
General secondary/desk Market and customer research skills
General understanding of the difference and relationship between sales and marketing functions
General group presentation and team working skills
Awareness and understanding of market and customer orientation
General secondary/desk Market and customer research skills
General understanding of the difference and relationship between sales and marketing functions
General group presentation and team working skills
Goal
• Demonstrate how to elicit deep customer value understanding in business to business customer contexts
• Understand characterstics and attributes if customer value in a business to business context.
• Develop and deliver effective customer centred value propositions using the Value Stack Framework
• Critically reflect on what makes effective business to business value orientated selling competence and capability
• Understand characterstics and attributes if customer value in a business to business context.
• Develop and deliver effective customer centred value propositions using the Value Stack Framework
• Critically reflect on what makes effective business to business value orientated selling competence and capability
Presentation
Students will enagage in a practical activities that reflect the sequence and activities involved in a business to business sales engagement with a customer. Students will form small teams and act as a sales organisation and role play interactions with a customer over a typical sales cycle.
The principles of SPIN selling (Rackham) and Value-ology (Kelly Danheiser Johnston) will be used as the underpinning framework of seller/buyer interactions that move from understanding the customer problem to defining a potential solutions through to a formal presentation of a value proposition to the customer.
The practical aspects of the module are grounded in academic reseach into understanding value, consultative selling, the value proposing actor, face to face sales techniques and social influence, persuasion and business presentation.
The principles of SPIN selling (Rackham) and Value-ology (Kelly Danheiser Johnston) will be used as the underpinning framework of seller/buyer interactions that move from understanding the customer problem to defining a potential solutions through to a formal presentation of a value proposition to the customer.
The practical aspects of the module are grounded in academic reseach into understanding value, consultative selling, the value proposing actor, face to face sales techniques and social influence, persuasion and business presentation.
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours interactif | 16,00 | ||
| Autoformation | |||
| Lecture du manuel de référence | 8,00 | ||
| Recherche | 8,00 | ||
| Travail personnel | |||
| Group Project | 8,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
The course assessment has two elements
1. Group presentation
2. Individual assignment
1. Group presentation
2. Individual assignment
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Autres | |||
| Rapport écrit | 10,00 | 1 | 80,00 |
| Contrôle continu | |||
| Présentation orale | 0,50 | 1 | 20,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Anderson J.C., Narus J.A., van Rossum (2006) Customer Value Propositions in Business Markets. Harvard Business Review. -
Ballantyne D., Frow P, Varey R.J, Payne A. (2011) Value Propositions as communication practice: Taking the wider view. Industrial Marketing Management. 40, 202-210 -
Ulaga W. (2003) Capturing value creation in business relationships: A customer perspective. Industrial Marketing Management 32, 677– 693 -
Payne A., Frow P. (2014) Developing superior value propositions: a strategic marketing imperative. Journal of Service Management. Vol. 25 No. 2, 2014 pp. 213-227 -
Value-ology: Aligning sales and marketing to shape customer value propositions. Kelly Johnston Danheiser -
SPIN Selling. Neil Rackham -
New Strategic Selling: Miller Heimann Teluja -
Selling and Sales Management: Jobber and Lancaster -
Ballantyne D., Frow P, Varey R.J, Payne A. (2011) Value Propositions as communication practice: Taking the wider view. Industrial Marketing Management. 40, 202-210 -
Ulaga W. (2003) Capturing value creation in business relationships: A customer perspective. Industrial Marketing Management 32, 677– 693 -
Payne A., Frow P. (2014) Developing superior value propositions: a strategic marketing imperative. Journal of Service Management. Vol. 25 No. 2, 2014 pp. 213-227 -
Value-ology: Aligning sales and marketing to shape customer value propositions. Kelly Johnston Danheiser -
SPIN Selling. Neil Rackham -
New Strategic Selling: Miller Heimann Teluja -
Selling and Sales Management: Jobber and Lancaster -
Internet resources