Pitching Accounts & Advertising Sales ADV 378 05816/PR 378 06233 Fall 2011 UTC 3.110 Fridays 9 am to 12 pm Instructor: Office: Office Hours: TA & Off. Hours: Fran Harris CMA A7.154B By appointment, Thursdays 4:00 4:45 pm Must contact TA by Noon the Tues before class to schedule appt TBD TEXTBOOK: Snap Selling by Jill Konrath 9781591843306 I. Rationale: Survey a random group of people about their greatest fears and you can count on at least 40% of them responding: selling or public speaking. It s true. People generally hate selling. Yet most people love the process of buying. Pitching Accounts & Advertising Sales takes a systematic yet dynamic approach to three skills critical for success in any profession buy particularly sales: persuasion, effective communication and sales presentations. Rather than focus on the word "selling", this course zeros in on helping students to become masterful account executives, which includes developing high level and engaging presentations, mastering key sales technics and developing authentic relationship-building skills. Leveraging the same "5-step pitching formula" used by many Fortune 100 sales executives, ADV/PR 378, provides students with a simple, yet comprehensive and effective approach to closing sales and getting deals done in today's competitive and ever-evolving marketplace. II. Course Aims and Objectives: Pitching Accounts is designed to improve students' ability to develop account relationship, presentation, communication, persuasion and negotiation skills. Specific Learning Objectives include learning how to: Leverage their unique sales personality Identify potential customers and prospects Give good phone (telephone sales) Understand the customer psyche and why people buy Identify buyer profiles Use the 5-Step selling model Build your value proposition Develop your unique presentation style Deliver multiple presentation delivery options To distinguish the difference between inside and outside selling/accounts Handle buying objections Maximize direct response selling (across multiple formats) 1
Write Persuasive sales and business letters Sell via the Internet Employ effective follow up techniques Read customer body language Discern why people buy Become the preferred salesperson Leverage different conversion and closing techniques and tactics III. Class Format, Procedures & Conduct: Students are expected to attend class, sign in with their Name & UTEID and participate fully. Personal texting and updating social media statuses during class is discouraged. It's my goal to create an environment that is safe and stimulating for all students. To that end, all students are encouraged to debate, share their opinions and interact in a civil and respectful manner. If you have an issue or concern, talk to me directly in private rather than bringing up the issue in front of the entire class. I will extend you the same courtesy. COMMUNICATION All questions about class, coursework, reading, exams and grades should be directed to the TA, including emergencies. You will be expected to log onto Blackboard for changes and updates to the syllabus, reading or class notes. We will not be responsible for you not seeing or not reading information posted in the global community on Blackboard. If you have an issue that is of a personal nature that you wish to discuss directly with me, please email the TA to schedule an appointment. IV. Excused Absences or Extenuating Circumstances MAKE UP EXAMS Excused absences include medical, religious, family and certain team-based obligations. Work and other class conflicts are not considered exam-exempt and will be handled on a case-by-case study. I cannot guarantee that should you miss my class because of work or because of another class, that you'll be allowed a makeup assignment, quiz or exam. Religious Holy Days By UT Austin policy, you must notify me of your pending absences at least fourteen days prior to the date of observance of a religious or holy day. If you must miss a class, an examination, a work assignment, or a project in order to observe a religious holy day, I will, at my sole discretion, give you an opportunity to complete the missed work within a reasonable time after the absence. V. Grading Procedures: Grades will be based on the following formula: 40% Exams (2 tests) 25% Final Exam 20% Group Project 5% Pop Quizzes 5% Class Participation 2
5% Attendance EXTRA CREDIT: There will be one (1) opportunity for extra credit this semester, which will be announced by mid-term. This will be your only opportunity to get extra points. No additional opportunities will be presented later in the semester. NO EXCEPTIONS. FINAL EXAM DATE: TBD VI. Academic Integrity University of Texas Honor Code The core values of The University of Texas at Austin are learning, discovery, freedom, leadership, individual opportunity, and responsibility. Each member of the university is expected to uphold these values through integrity, honesty, trust, fairness, and respect toward peers and community. Each student in this course is expected to abide by the University of Texas Honor Code. [See the UT Honor Code above.] Any work submitted by a student in this course for academic credit will be the student's own work. You are encouraged to study together and to discuss information and concepts covered in lecture and the sections with other students. However, this permissible cooperation should never involve one student having possession of a copy of all or part of work done by someone else, in the form of e-mail, an e-mail attachment file, a diskette, or a hard copy. Should copying occur, both the student who copied work from another student and the student who gave material to be copied will both automatically receive a zero for the assignment. Penalty for violation of this Code can also be extended to include failure of the course and University disciplinary action. During examinations, you must do your own work. Talking or discussion is not permitted during the examinations, nor may you compare papers, copy from others, or collaborate in any way. Any collaborative behavior during the examinations will result in failure of the exam, and may lead to failure of the course and University disciplinary action. VII. Other University Notices and Policies Use of E-mail for Official Correspondence to Students All students should become familiar with the University's official e-mail student notification policy. It is the student's responsibility to keep the University informed as to changes in his or her e-mail address. Students are expected to check e-mail on a frequent and regular basis in order to stay current with University-related communications, recognizing that certain communications may be time-critical. It is recommended that e-mail be checked daily, but at a minimum, twice per week. The complete text of this policy and instructions for updating your e-mail address are available at http://www.utexas.edu/its/policies/emailnotify.html. Documented Disability Statement Any student with a documented disability who requires academic accommodations 3
should contact Services for Students with Disabilities (SSD) at (512) 471-6259 (voice) or 1-866-329-3986 (video phone). Faculty are not required to provide accommodations without an official accommodation letter from SSD. Please notify me as quickly as possible if the material being presented in class is not accessible (e.g., instructional videos need captioning, course packets are not readable for proper alternative text conversion, etc.). Please notify me as early in the semester as possible if disability-related accommodations for field trips are required. Advanced notice will permit the arrangement of accommodations on the given day (e.g., transportation, site accessibility, etc.). Contact Services for Students with Disabilities at 471-6259 (voice) or 1-866-329-3986 (video phone) or reference SSD s website for more disability-related information: http://www.utexas.edu/diversity/ddce/ssd/for_cstudents.php Behavior Concerns Advice Line (BCAL) If you are worried about someone who is acting differently, you may use the Behavior Concerns Advice Line to discuss by phone your concerns about another individual s behavior. This service is provided through a partnership among the Office of the Dean of Students, the Counseling and Mental Health Center (CMHC), the Employee Assistance Program (EAP), and The University of Texas Police Department (UTPD). Call 512-232-5050 or visit http://www.utexas.edu/safety/bcal. Q drop Policy The State of Texas has enacted a law that limits the number of course drops for academic reasons to six (6). As stated in Senate Bill 1231: Beginning with the fall 2007 academic term, an institution of higher education may not permit an undergraduate student a total of more than six dropped courses, including any course a transfer student has dropped at another institution of higher education, unless the student shows good cause for dropping more than that number. Emergency Evacuation Policy Occupants of buildings on the UT Austin campus are required to evacuate and assemble outside when a fire alarm is activated or an announcement is made. Please be aware of the following policies regarding evacuation: Familiarize yourself with all exit doors of the classroom and the building. Remember that the nearest exit door may not be the one you used when you entered the building. If you require assistance to evacuate, inform me in writing during the first week of class. In the event of an evacuation, follow my instructions or those of class instructors. Do not re-enter a building unless you re given instructions by the Austin Fire Department, the UT Austin Police Department, or the Fire Prevention Services office. 4
VII. Tentative Course Schedule: *Syllabus represents current plans and objectives. These plans may change to enhance the class learning opportunity. Such changes are normal and should be expected. You should also expect to hear from guest lecturers whose content will appear on examinations and quizzes. Refer to Blackboard and TA with questions. Date Main Topic(s) To be done by next class 08/26/11 Introduction: What Is Selling? pp. 1-38 Account Sales, Types of Sales 09/02/11 Anatomy of the Buyer or pp. 39-61 Customer; Relationship Building 09/09/11 You: The Rainmaker 5-Step Selling Formula Discovering Your Best Sales handouts; pp. 119-139; Persona 9/16 5-Step Selling Formula, Goals, Rejection & Prospecting EXAM OVERVIEW pp. 119-131; SHARK TANK assignment abc.com Next Week be prepared to Take Exam 09/23/11 EXAM 1 pp. 109-116; 150-183 EXAM 1 09/30/11 Persuasion, Handling pp. 62-84; 252-264; Objections & Negotiation Skills 10/07/11 Hi Def Sales Presentations pp. 140-149; 10/14/11 Inside vs. Outside Sales, pp. 203-214; QVC or Effective Sales Calls HSN assignment 10/21/11 Closing Techniques & Issues pp. 215-242 Take Exam 10/28/11 EXAM 2 pp. 243-251 11/04/11 Servicing The Client/Customer pp. 84-108 Presentations 11/11/11 Presentations pp. 184-202 Presentations 11/18/11 Presentations Eval Sales Sites TBD Presentations 12/02/11 Presentations/EXAM EXAM 5