Marketing 6228-7242

MANAGEMENT OF THE MODERN SALES FORCE

Charles A. Besio, Jr.
Senior Lecturer
Summer 2010
6:30 - 9:20 p.m.
Wednesday

Crow Building
Room # 195

Readings:
Pacetta and Gittnes, Dont Fire Them, Fire Them Up, Simon &
Shuster (SMU Bookstore)
Lencioni, Patrick M, The Five Dysfunctions of a Team: A
Leadership Fable, Jossey-Bass (Amazon or any bookstore)
Course Objectives
To successfully complete this course, each student is expected to:
1.

acquire knowledge about the concepts and practices in the selling and
sales management functions and relate how sales interacts with other
marketing and non-marketing functions; and

2.

develop an ability to apply academic concepts to business problems

involving the management of the sales function.

Your ability to achieve these objectives will be determined through:

1.

two written cases;

2.

sales force scenario (WWYDs) written solutions,

3.

participation in a student group that will develop a role play exercise

including group report and group oral presentations; and

4.

a written review of Dont Fire Them, Fire Them Up

5.

class participation.

Professor Besio reserves the right to change this syllabus without notice.)

Course Format
This course consists of three integrated formats. The first part consists of a
combination of lectures on key selling and sales management decisions and case
analysis that describe modern sales management issues
The second format will involve solving problems that occur in the modern sales
force. Scenarios will be provided students for them to prepare solutions to the
problem. Then the various solutions to the problem will be discussed in class.
The third format is a student role-playing exercise. Groups will prepare the
enactment and resolution of a sales management problem. The purpose of these
exercises is to give you the opportunity to think about how you would handle an
issue that is likely to arise when you become a sales manager. Sales training
commonly relies on role-playing of sales presentation.
Furthermore, some
researchers argue that these vicarious learning techniques can be more effective
than self-learning through direct selling experiences.
The class will be asked to form into groups of 5 people. These groups will work
together on both the case preparation and role-playing exercise. You should select
group members with whom you can work closely and share similar interest in
terms of professional and personal development. Each member is expected to
contribute to the performance of the group.
In summary, the attempt in this course is to blend theory with practice by
discussing the components of selling and sales management and seeing their
implementation in the field. At the end of this module, I hope that you will have a
thorough understanding of the selling function in a variety of settings. Most
importantly, I hope that you have a better understanding of the opportunities that
exist for you in sales and sales management.
Assignments
The attached course schedule shows the topics to be discussed, reading
assignments, cases and project assignments to be discussed each session during
the term. You are expected to have prepared a thorough analysis of the case and
role-play assignments and to have read assignments prior to the day cases are
discussed.
Case Analysis:
Three cases are scheduled for discussion throughout the
semester. You should come prepared to discuss the issue in each case. To help you
in your preparation, several questions are given on the class website for each case.
Everyone should be prepared to answer these questions. You are encouraged to
work together with your group in preparing for class. People will be randomly
selected to present their recommendations on those issues. Each group will
prepare
a
written
analysis
of
all
of
the
3
cases.
Each case write-up should be a minimum of 3 pages, double spaced.
Sales Force Scenarios: Scenarios from the modern world of selling will be
(Professor Besio reserves the right to change this syllabus without notice.)

distributed to the class. Each student will prepare each scenario and bring their
written solution to class for discussion and to be submitted for grading.
Originality, creativity and decisiveness are encouraged. Each scenario should be
1/2-page, single spaced in length.
Role Play: Student groups will be allowed to select from one of several role play
scenarios. The group will prepare written solutions to the role-play problem and a
script. The group members will enact their script in-class in a short presentation
of their solution. See Appendix A for specific details.

Assignments (continued)
Dont Fire them, Fire Them Up: After reading the book, prepare a minimum 5page description of those sections of the book that either had the most impact on
you or that you feel will be most useful to you in the future. This is to be
typewritten and submitted the final day of class.
Participation: Part of your participation grade will be based on the quality of your
preparation and responses in class during case discussions, class exercises, class
attendance and attendance at guest speakers.
Grading
The purpose of grading is twofold. One is to evaluate your performance for
purposes of the academic system. The other (and more important) is to provide
you with feedback on your ability to develop, utilize and share your ideas and
conclusions concerning the topics and situations covered in this course. Your
grade for the course will be based on the following:
Group Projects Role Play
Case Preparation
Individual Projects
Sales Scenarios
Dont Fire Them
Participation
Participation

60 Points
120 Points

Total points

120 Points
50 Points
50 Points
400 Points

Final letter grades will be determined by the following table:

A
AB+
B
BC+
C

368-400
360-368
352-359
328-351
320-327
312-319
288-311

D+
D
DF

272-279
248-271
240-247
Below 240 total points

(Professor Besio reserves the right to change this syllabus without notice.)

C-

280-287

Professor Besio understands each student has an objective grade they

would like to achieve.
He will discuss these objectives and their
performance any time during the semester up to and including the last day
of class. After the last day of class he will not discuss grades except to
inform students of any grades not completed by the last day of class. There
will be no exceptions to this policy.

Course Requirements
Each student should carefully review the requirements below to ascertain whether
he/she would be enrolled in Sales Management at this time:
1.
2.

Fundamentals of Marketing completed

A strong interest in the field of marketing and some interest in Sales
Management.

Course Policies
In order to meet the objectives of this course, there will be a series of different
activities. These include lectures, small group meetings with student groups, guest
speakers, much peer interaction, and interaction with business people.
1.

Attendance to guest speaker presentations is required.

2.

Regarding academic dishonesty, Professor Besio uses the SMU Honor Code
Policy. Please note that the code requires all students to write and sign the
following statement on each piece of work submitted for credit: On my
honor, I have neither given nor received unauthorized aid on this work.

Office Information
Office:
Phone:
E-Mail:
Hours:

132 D Fincher (MBA Interview Suite)

(214) 717-1864

cbesio@smu.edu
By Appointment
(Professor Besio reserves the right to change this syllabus without notice.)

Day/Date
PART I:
JUNE
W
30
JULY
W
07

Day/Date
PART I:
JULY
W
14

SCHEDULE OF ASSIGNMENTS
Assigned
Topics
Readings
SELLING
Course Orientation and Handouts
Selling in the 21st Century
Sales Position: Sales Presentation
Account Management
Territory Management
Major Account Management and Sales

WWYD#1**

SCHEDULE OF ASSIGNMENTS
Assigned
Topics
Readings
SELLING
CRM Reality vs. Myth
Ethics in Selling and Management
Strategic Planning
Sales Forecasting
Case: Health Care Office Solutions**

WWYD#2**

PART II:
W
21

ORGANIZING AND BUILDING A SALES PROGRAM

Organizational Structures
WWYD#3**
Territory Development
Case: On Time Package Delivery**

Recruiting and Selection

Resume Exercise *
Rankings
Training
Case: Valley Winery **

28

PART III:

WWYD#4**
Prepare:

LEADING AND CONTROLLING THE SALES FORCE

(Professor Besio reserves the right to change this syllabus without notice.)

Resume

AUGUST
W
04

11

Leadership
Motivation
Compensation
Performance Standards

WWYD#5 and 6**

Five Dysfunctions

Dont Fire Them

*Resume samples will be handed out in class.

**Available on the class web site.
During the course of the module, Sales Managers may visit the class to
discuss their approach to managing a modern sales force. Notice will be
given, attendance will be expected.

(Professor Besio reserves the right to change this syllabus without notice.)

Appendix A
Role Playing Exercise
Role Playing Procedure:
1.

Each team will list their first three preferences as to which role-play topic
they would like to address. Professor Besio will assign topics based on this
information. Every effort will be made to give teams either their first or
second choice. More than one team may be assigned each role-play topic.

2.

You are strongly encouraged to make this role-play both meaningful and
entertaining. Some humor is encouraged and the use of props, imagination
and creativity are required.

3.

The general topics for each role-playing exercise are listed in the teaching
plan of this syllabus.

Assignment:
1.

2.

The body of the written report should be no longer than 6 pages in length. It
should be organized as follows:
A.

Situation Overview:
A brief statement of the situation and the
potential for immediate and long term problems.

B.

Alternative Solutions: Identify alternative, realistic solutions to the

situation may be implemented by the sales manager, also tell why they
were rejected.

C.

Best Solution:
Present the solution chosen to be presented in the
video, justification for the choice, and possible consequences to the
implementation of the solution.

D.

Appendix: Role-play Script: This is the script used to develop the role
playing exercise.

The written report is to be turned in to me at the beginning of class

the week the role-play is scheduled to be presented in class.

Evaluation: Since there is not a single correct answer to the problem, there is not
a predetermined solution that I am evaluating. Instead, I look at how the issue is
examined, how realistic and workable are the alternatives mentioned, the quality
of the solution finally chosen and presented, and the groups creativity in
developing the role play. The report must be well written and present a clear and
concise description of the teams thoughts. Real life situations are rarely black and
white, this inherent complexity should come out in your solution.
(Professor Besio reserves the right to change this syllabus without notice.)

(Professor Besio reserves the right to change this syllabus without notice.)