Case # 1

What My Sales Professor Did Not Prepare Me For - in my Sales Class at my Business
School!

BBA-2 (First Semester)

SD-1 (CRN-94820)
Friday class (timings): 9:30-11:30
Submitted to: Prof. Shyam Vyas

Name I.D. Phone Number E-mail

Prabhleen kaur 300177748 9815813973 PrabhleenKaur@student.ufv.ca
Sanchi sehgal 300176822 7009648886 Sanchi.Sehgal@student.ufv.ca
Simarpreet kaur 300176726 9582408442 Simarpreetkaur1@student.ufv.ca

Date Due: 18 September 2020 Date submitted: 15 September 2020

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TABLE OF CONTENTS
ACKNOWLEDGEMENT ..................................................................................................... 3
CERTIFICATE OF ORIGINALITY ..................................................................................... 4
SUMMARY .......................................................................................................................... 5
QUESTION-ANSWER ......................................................................................................... 6
RELATIONSHIP TO CONTEXT ....................................................................................... 11
ORIGINAL RESEARCH .................................................................................................... 12
BIBLIOGRAPHY ............................................................................................................... 15

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ACKNOWLEDGEMENT

I would like to thank Dr. Shyam Vyas who gave us this golden opportunity to do this case study
“What My Sales Professor Did Not Prepare Me For - in my Sales Class at my Business
School!”. It helped me know about many new things and gave me a lot of experience and
information, I’m really thankful to him. Secondly, I would like to thank all the sources in
providing me the required information that helped me to finalize this project.

Prabhleen Kaur Sanchi Sehgal Simarpreet Kaur

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CERTIFICATE OF ORIGINALITY

 I/We have used my words ONLY.

 I/We have not copied.
 I/We have not plagiarized.
 I/We have cited all the sources from where adapted or quoted.

Prabhleen Kaur Sanchi Sehgal Simarpreet Kaur

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SUMMARY
This case talks about Rick Lester who is just appointed as a new salesman in “Nabisco
Division Sales Office”. He had spent only a month and feels discouraged. Though he had a
lot new thing to experience and grasp still he finds himself despondent moreover he believes
that sales is no “piece of cake” for him. He recalls the time on-the-job training period when
Mr Brown use to make calls it seemed unchallenging but now he endure such difficulties and
regrets for not taking notes of the “leads” and presentations given by Mr Brown.
Furthermore, he hark back to his university time where his professors focused only on the
theoretical knowledge and didn’t illuminate on practical knowledge.
Rick Lester was from Birmingham. He and his family, i.e., his parents and two young sisters
lived in Birmingham for many years. Throughout his student life Rick was an average student
moreover he was good in athletics and cheerleading, therefore, he got a partial athletics
scholarship and got admission in Northwest Mississippi Junior College. Being not a math
lover he took business. While being in NMJC for two years he took transfer to University of
Alabama and continued his B.S. degree in marketing. During this time he met a girl and got
married after graduating. After graduating there had been three specific job opportunities but
he chose Nabisco over other two because of big company with several benefits.
Rick started his job from September 1, during the first week he reviewed “sales training
manuals” and completely “employment paperwork” also he stocked his new van with all the
supplies and displays. Following weeks were spent learning and observing Mr Brown. From
fourth week he started working alone which he found difficult. There was so much about
selling, company policies, returns and refunds that he was unaware of. On Friday, when it
was raining he called to the office and was disappointed with the answer of the supervisor.
After the answer he was depressed which lowered his morale. Sitting in his van he recalls that
how his wife feels shame in accepting his job, she feels that selling has a low occupational
status. He didn’t remember whether it came from his father. Another point is behaviour of
retailers.
Next, it talks about the difficulties of being in sales. First, sales is physically demanding, to
carry loads over shoulders with all material. Second, personal life muddles, Rick’s new
marriage was getting disturbed and unromantic due which he was upset and worried about the
situation. Not only labouring but after coming back from work they were supposed to prepare
reports regarding stocks and daily goals and after preparing it mail them to the office. Also,
it was necessary to organize the stuff for the next day. The last struggling concern involves
knowledge. Many times one deal that was good to crack get cancelled due to competitors
“special selling scheme” because of which it get record on the salesperson report which
doesn’t looks good and face embarrassment and even rude expressions.
As the rain continued, it reminds him all the embarrassments and Mr Brown’s replies, in the
university whenever he found any problem his professors were always there to help him here
at his job, he’s all alone. It was getting tough to overcome physical and emotional resistance,
the final way was only to quit the job and apply for some reputable post in a reputed
organization like a bank. Therefore, he finally decides to resign soon from job and other
embarrassments.
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QUESTION-ANSWER

Question-1

Should Rick Lester “resign”? Is selling “for everybody & anybody”? Is “training” necessary
for all sales people? Why?

Answer-1

In my personal opinion, I don’t think Rick Lester should resign since he started working just
couple of weeks ago. Quitting this job without a challenge would lead him to leave some
other new work whenever he feels depressed and confused. There are many challenges that
sales man have to face in their career.
No, selling is not for “everybody and anybody” as Sales person’s job requires lots of
research, time, efforts and follow ups. They have to deal with different type of people every
day and with this they also have to complete their daily targets given by their companies.
They have to make reports about how much they have sold in terms of units and value each
day. Sales people operate in their sales territories and every day they have to bring new
consumers to their companies. They should be always active and have to keep information
about which new factory outlet has opened recently in their sales territory. They have to plan
their day very well.
Yes, I think training is very important for this job because selling is a practical concept so,
Managers should give training to their employees first and should help them in applying
some marketing strategies and should also motivate their employees whenever someone feels
difficulty in applying techniques in the real world. This will boost the morale of the
employees.

Question-2

What are the key success factors that may ensure success in a sales job? Is selling an easy job
or a tough one? Why do you say so?

Answer-2

 Training -This helps the team to become more effective and more professional at
marketing. It has been noted that companies involved in significant training are seeing
a 16.7% rise in their annual revenues. The salesperson would be able to cope with
tough scenarios if they are well trained in customer service. That will lead to more
sales.

 Patience- Patience is one of the most crucial considerations, since a sales person
would be turned down a lot before making a deal, and certain customers will not even
be excited with hearing the idea. A good salesman doesn't let this demotivate him and
tries harder to make a profit.

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 Hardworking - The most important requirement towards beginning of sales work is

hard work. One should be able to work hard for long hours. Effective and fair job is a
prerequisite.

 Knowledge about product – knowledge about product is necessary because 60 to 70

% sales are lost because of low knowledge about the product so, a good sales person
is always well aware of the product he sells.

 Overcoming rejections - Salesmen who can face failure and then make the next sell
with the same passion are considered successful as they do not let a few refusals stop
them from being successful.

Selling job is a tough job because it requires lots of research to identify customers’ needs and
wants and sales men's have to devote lots of time and efforts for bringing new customers in
their organization.

Question-3

What can firms do to increase salesperson status and self-esteem?

Answer-3

There are plethora ways a firm can really show how significant is the sales representative to
an organization. Brown could have been more friendly and personable to the new salesman
and presumably ought to have met his wife. The organization needs to raise the self-esteem of
a sales person by stating that "nothing occurs until a sale is made. "There are various other
things like giving a new vehicle (in Rick's case), giving business cards, in any event,
changing the title from “Sales representative" to "Area representative," "Record Executive,
"or" Sales Associate. "Also, there are different approaches to noticeably perceive deals
accomplishment, for example, trophies, plaques, or travel grants.
So as to enhance salesman status, firms should emphasize upon areas like marketing and
raising brand value. The more individuals are familiar with firm and brand name, the simpler
their new sales representative can sell products of the company. Individuals usually try to
ignore those salespersons who are selling the brands that are not well established and don't
have good reputation. On the flip side, firms ought to alter the cost moderate with quality so
the representatives can undoubtedly sell the items and match the necessities and demands of
their customers.
Nothing makes a representative more joyful than the inherent prizes or outward rewards or
both. Firms can energize and motivate workers not only by praises as well as physical prizes.
Above all, a paid vacation or holidays will be the best for somebody who has a family.
Aside from this, training must be given on the three vital significant categories of important
abilities including:

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 CONCEPTUAL SKILLS- encourages the person to serve better as it upgrades its

capacities to comprehend the whole deals measure and the related and interdependent
exercises inside the sales process.
 HUMAN SKILLS- helps the salesman to work alongside the others and create
sympathy, trustworthiness and trust and minding in addition to other things.
 TECHNICAL SKILLS-causes the salesman to be furnished with all the vital
information of the item and enhances various problem solving skills during
presentation.
Furthermore, in order to raise the morale and self-esteem of sales person it is important to
provide them with clear job description so that they can perform their job well, they must be
taught effective sales management practices and proper rewards, incentives and feedback
should be provided.

Questio-4

How can firms reduce high turnover among new sales professionals?

Answer-4
Better recruitment and training is the appropriate answer of the above case. Probably the most
ideal approach to reduce the employee turnover is to employ the right person for a right job.
Sales is a job which is quite demanding and subsequently it requires workers who are
behavioural and understand the culture that prevail within an organisation. Before choosing a
right employee, it is important that the person easily adapt to the culture and understand the
business of the working environment. On the off chance that a representative doesn't fit in
with an organization's workplace, the person may feel isolated and lonely, henceforth, the
individual probably won't remain around for long. The facts confirm that adequate
compensation and appreciation for work have major contribution in employee's retention.
However, a representative is bound to stay if his conduct and culture matches with that of
your organisation.
Some organisations prefer to employee those who are quite skilled and rich in work
experience. Further, they are conducting various aptitude tests to decide whether the
employee have a decent fitness for selling. Better training is additionally a pattern. In the
above case, the organization presently requires all genuine and serious workers to go through
an entire day with an accomplished and well experienced salesman as a component of the
screening process. After recruitment, much time should be devoted towards new employee's
training. Candidates and new representatives need to know practically what they are getting
into.

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Question-5

How should Mr. Brown handle this situation? What should he say to Rick? What would you
do if you were the boss at Nabisco Sales Div?

Answer-5

Mr. Brown should encourage rick to overcome these barriers and show him that he is chosen
in this company because of his capabilities and hardworking nature. He should motivate him
and help him in overcoming these challenges. Mr. Brown should give him one-month
training more and should evaluate his performance and moreover, he should also share his
personal experiences in selling job that he acquired in the beginning of his career and should
tell him that challenges in the sales job are normal and you have to deal with it efficiently.
This will motivate Rick to work better and Mr. Brown should also provide some incentives
after completion of the daily target, this will boost the morale of Rick and he will put his
whole efforts in the job and this will also help him in becoming successful salesman in future.

If I were the boss at Nabisco sales div, I will first evaluated the performance of Rick and then
I will point out the common mistakes done by Rick after that I will talk to the Rick and I will
share my experiences in handling different decision makers and about closing deal and
maintaining relationship with customers, I will teach him these important concepts about
selling and share my personal experience in selling job when I was a beginner. I will give him
small task based on each concept and this will give him more clarity about every concept and
strategies and I will also show him that how to apply these sales concept in the real world.
The most important is that salesman should have full knowledge about the products because
60 – 80 % sales are lost because of low knowledge about products so, I will provide Rick
with full knowledge of the product.

Question-6

What could Rick’s Sales Professor have done to better prepare students in their sales classes?

Answer-6

Rick’s professor had only taught him about theoretical subjects in the university, they should
teach him some practical concepts about marketing and sales, this could give him the brief
idea about how these concepts will work in real life situation, because of wrong ideology of
teaching Rick is facing problem in his professional life. If his professor could give him some
business case studies and role plays about selling concept and taught him some practical
courses then he would be better prepared for his work life and wouldn’t face so much
difficulties in applying concepts in real life.

The points that sales professor can consider to better prepare students in their sales classes
 Professor should teach practical sales courses to the students in which every concept
of selling is covered and all the strategies to deal with consumers, research on
identifying the demand of consumers and many more things are included. This would
prepare the sales students for their professional lives.

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 Business case studies should be given to the students that will help them to identify
the selling concept that are being taught in class and then researching on that will
develop their critical thinking.
 Regular quizzes can be taken on daily sales topic, by doing this professor will know
that what is students understanding level and can know that which student need
additional classes.

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RELATIONSHIP TO CONTEXT

The case stresses upon the “Golden rule of Selling”. This states that no matter at what post
are you working in an organisation i.e. whether you are working as an employee or sales
person, everyone contributes equally to the process of selling. They sell their knowledge and
expertise relating to the areas of production.
In short it means that everyone has to sell something to someone. Selling lies in the core/guts
of the market. It is also known as the sub area of large concept marketing.
Sales play very important role in an organisation. People at the post of sales help in
generating revenue within an organisation, at the same time helps in meeting the objectives of
an organisation. They are said to be doers in an organisation.
Selling requires a sales person to keep on prospecting the future that whether there is a new
customer, any other competitor etc. Sales people do research within the sale territories.
Sales is regarded as quite demanding and specialized job. Sales people need to understand
various areas of consumer behaviour namely their buying process, thought process, buying
triggers, purchasing process, motivational aspects etc.
Training plays a major role in teaching these skills to the sales people. Training must be also
provided for building long term relationships. Sales is not a one-time transaction instead it
means establishing a long term relationship so as to retain existing customers as well as to
attract the new ones. Ultimately, it helps in building brand image in the eyes of the customer.
Sales require three major skills namely and which can be attained through training:
 Conceptual skills
 Human skills
 Technical Skills
Sales also requires excellent communicational skills (Verbal and Non-Verbal). Recruitment
process must be conducted effectively and efficiently. Right person must be appointed for a
right kind of job so that they can easily adapt to the atmosphere of an organisation and not
fell isolated and at the same time so that they can be trained properly. Paid vacations,
rewards, various incentives must be provided to the employees so as to raise their morale and
self-esteem.

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ORIGINAL RESEARCH

Research is a systematic objective process undertaken to increase the knowledge about the
market and helps to analyse the situations. It is the best way to know about your audience and
their need, thence ameliorates the sales of an organization. Therefore, to read the mind of the
targeted audience we conducted a survey on sales, to know their reaction.

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RESPONCES:

As we can see in the chart, around 70% of the people know about sales whereas 13.3% are
unaware of it and are unsure.

Most of the people think that sales is a stressful job.

Many people think that sales job is not for everyone.

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Almost all the people agrees that sales requires certain skills.

Everyone thinks that educational institutions should also focus on practical knowledge.

All the people accede that educational organisations should conduct workshops and
internships for their students.

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BIBLIOGRAPHY

 Selling Concept. (2020, May 16). Retrieved from

https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2065-
selling-concept.html

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