Skip to main contentSkip Navigation or Skip to Content

MKTG 3451: Professional Selling

Students examine an overall analysis of the professional selling function, and gain insight into the role of personal selling in marketing and society and its applications within organizations. Topics include being a professional salesperson; knowing your product; finding customers; presenting successfully; closing sales; and managing and being managed.

Learning outcomes

  • Explain the key components, frameworks, and methods used in the selling process and in sales management
  • Develop relationship strategies, product strategies, customer strategies, and presentation strategies that advance the sale
  • Design, execute, document, and critique a comprehensive sales strategy for a real organization

Course topics

Module 1: Being a Professional Salesperson

  • Topic 1: Developing a Personal Selling Philosophy
  • Topic 2: Developing a Relationship Strategy
  • Topic 3: Building an Ethical Foundation

Module 2: Knowing Your Product

  • Topic 1: How to Add Value
  • Topic 2: Becoming a Product Expert
  • Topic 3: Features and Benefits
  • Topic 4: Product Positioning

Module 3: Finding Customers

  • Topic 1: Understanding Buyer Behaviour
  • Topic 2: Planning Your Prospecting
  • Topic 3: Generating Prospects
  • Topic 4: Building a Prospect Database

Module 4: Presenting Successfully

  • Topic 1: Pre-Approach
  • Topic 2: Approach
  • Topic 3: Consultative Sales Presentations
  • Topic 4: Sales Demonstrations

Module 5: Closing Sales

  • Topic 1: Identifying Buyer Concerns
  • Topic 2: Addressing Buyer Concerns
  • Topic 3: Closing the Sale
  • Topic 4: Building Future Sales

Module 6: Managing and Being Managed

  • Topic 1: Managing Your Time
  • Topic 2: Managing Your Sales Territory
  • Topic 3: Managing Stress
  • Topic 4: Managing a Sales Force

Required text and materials

Students will need to source the following textbook on their own:

  1. Manning, G. L., Ahearne, M., Reece, B. L., & MacKenzie, H. F. (2016). Selling Today: Partnering to Create Value (7th Canadian ed., includes access kit for Companion Website). Toronto, ON: Pearson. Type: Texbook: 978-0-13-315685-0


Please be aware that should your course have a final exam, you are responsible for the fee to the online proctoring service, ProctorU, or to the in-person approved Testing Centre. Please contact with any questions about this.

To successfully complete this course, students must achieve a passing grade of 50% or higher on the overall course, and 50% or higher on the final mandatory exam.

Assignment 1.1: Ethics Game Reflection 10%
Assignment 1.2: Integrated Assignment Plan (required, but no grade) 0%
Assignment 2: Product Overview 10%
Assignment 3: Develop a Prospect List 10%
Assignment 4: Prepare a Sales Presentation 10%
Assignment 5: Do a Sales Presentation and Report 10%
Assignment 6: Reflective Summary (10%), and Overall Contribution to Discussions (5%) 15%
Final Exam (mandatory) 35%
TOTAL 100%

Open Learning Faculty Member Information

An Open Learning Faculty Member is available to assist students. Students will receive the necessary contact information at the start of the course.

Search To Top