Global Sales Strategies (2235.YR.004716.1)

General information

Type:	OPT	Curs:	2	Period:	S semester
ECTS Credits:	3 ECTS

Teaching Staff:

Group	Teacher	Department	Language
Year 2	Kenneth Morse	Marketing	ENG

This course is intense. Please do not enroll in the course unless you are ready to be cold-called at least twice a day, take a quiz every night after class, and undertake elevator sales pitching to at least 10-12 professionals who will ask you penetrating questions.
Students registering for this elective course are asked to sign a pledge that they will prepare all the homework before the course classes begin, and that they will not have any other activities except for the classes and the quizzes on the evening before and the day of the classes.
Specifically, students will pledge not to exceed one glass of wine per day, finish their dinner and wine by 9 p.m., be in bed by 10 p.m. and lights out at 11 p.m. each day before class.
Students will not schedule any meetings which might interfere with the elevator sales pitching exercise which begins at 17:30 on Thursday 03 March 2022.
The quiz for each day's class, 2 questions each, will be submitted by email ideally by 20:15 (8:15 p.m.) and for sure before the 10 p.m. deadline each day after class.
This pledge may seem severe, but it has been discussed with dozens of MBA students who took the course over the last 8+ years. They all agree it is reasonable and advisable. If you do not feel you can sign and live up to this pledge, then probably it is not a good idea to enroll in this intense elective at this time.
Students need to send an e-mail to professor Ken and Mare no later than Friday, 04 February 2022 confirming that they have understood the pledge and agree to abide by it.

Improving the effectiveness of Sales, Sales Strategies and Sales Management processes, and the speed of decision-making in companies and customers, large and small?, is consistently cited by business experts as one of the highest priorities, year after year. In the current tough climate, every purchase by prospective customers must be triple-justified at all levels of management. This means that having the best ROI-based sales approach is essential to shortening the sales cycle and therefore to the success and . . . survival of most firms.
- This course is designed to enable CEOs, sales executives, and future entrepreneurs to be more effective in establishing long term, dependable, profitable, referenceable, and mutually beneficial customer relationships, to achieve sustainable global growth.
- Roughly 70-80% of the CEOs of the 5000 largest companies came up through sales.
- "Everywhere in the world, the company with the best sales force usually wins, even if their competitors have better technology.? ? Howard Anderson, Founder, Yankee Group
- "Everyone wants to eat meat, but there are very few consistently successful hunters.? ? Jim Brown, NFL Hall of Fame
- "You can't be a CEO unless you have carried a bag? - Carly Fiorina, former CEO, HP

- A key objective of this course is to convince you, the student, that In today's tough environment, your company must be excellent at sales, customer acquisition, and customer retention, or else you will not survive.
- We will also suggest that embracing ambitious sales attitudes and skills will help your career.
- Effective high value sales techniques and customer relationship management is a science, not an art: it can be learned and promulgated throughout the organization.
- You must be able to quantify the value proposition, and express it in numbers.
- Succinct, 55-second elevator sales pitches are essential.
- Setting high expectations for your sales and customer support teams can be very motivating, and will likely increase both your customer and employee satisfaction and retention.
- The CEO is the top sales person. Sincere commitment to solving customer problems is key. If your CEO is not passionately committed to delivering significant value to customers, then either he/she should leave the company, or else you should find another place to work, because the company will not succeed.
- Long term strategic customer relationships can provide a key, dependable source of sustainable competitive advantage for your company.

1. Framework and Definition of High Value Sales and Sales Management. Selling to ¿the Jury¿.

2. How to Prepare For, and Carry Out, Top Notch Sales Calls, and Build Effective, Long Term Customer Relationships.

3. Homework Reading: Spotfire Case and Questions.

4. To consolidate the learnings from Sessions #1 & #2:

5. Homework Readings: Articles

6. Recruiting, Managing, Leading and Building a World Class Sales Team

7. Graded Elevator Sales Pitching Exercise

8. Homework Reading: ¿The Big Score¿, an article from Fast Company magazine.

Case and Books discussions in class will be highly interactive. You must be well prepared for class every day, and you should participate positively. Please note:
40% of your grade depends on class participation

Elevator Sales Pitching will be undertaken 1-on-1 with judges from the greater Barcelona Innovation Ecosystem, during Thursday evening, 03 March 2022. Please do not schedule any job interviews which conflict with this required class session.
30% of your grade depends on pitching.

Daily quizzes account for 30% of your grade.

ASSESSMENT BREAKDOWN

Readings must be done before the course begins, and surely well before class, in order to enable an enriching discussion in class about them (40% of the grade depends on class discussions).
Cases:
1. AspenTech Case (Feyzin Plant - 2 pages)
2. Spotfire Case (Gothenburg), HBS
3. Spotfire Questions

Books:
1. OPTIONAL / EXTRA CREDIT: Inbound Marketing, Brian Halligan and Dharmesh Shah (read entire book).
Students have to buy the book themselves. It can be found on Amazon with the details written below. It is suggested to read the entire book the week before the classes start.
First Publication Date: October, 2014 | ISBN: 978-1-118-89665-5 (buy latest edition)

Articles (we provide):

2. "Cocktail party savvy gives high-tech entrepreneurs an edge? by Mary Schaefer.
3. "The Jungle: X's and O's Help Illustrate How Networkers Should Work a Room? an article, from The Wall Street Journal.
4. "The Science Behind Successful Networking?, an article from Fast Company magazine.
5. "7 LinkedIn etiquette rules you need to follow?
6. "The Big Score,? an article from Fast Company magazine.
7. The Elevator Sales Pitching YouTube video:
http://www.youtube.com/watch?v=I6EQl26p5ZI&feature=youtu.be

Group	Teacher	Department
Year 2	Kenneth Morse	Marketing