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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)F.BADDAR

Pré requis


Objectifs du cours

Having secured the order by beating off the competition and negotiating the best possible deal for the customer, for most salespeople the hardest of sells now begins. Selling is not limited to the interaction between a salesperson and the customer or client. Selling is also a critical skill that is used every day within organizations in order to both meet the organizational requirements and customers needs. Whether an employee is selling an idea to a line manager, or a product or brand manager is persuading a sales team to sell a new product, skills such as relationship building, questioning, listening, presenting, and gaining commitment and conflict management skills are at play. This elective program is designed to help individuals sell themselves, their services, and their ideas internally.

By the conclusion of this course, participants will be able to:

• Apply a consultative, relationship selling sales model to their intraorganizational role acting as the customer advocate.
• Use appropriate problem solving skills to leverage their capabilities highlighting the capabilities of the organization.
• Use questioning and listening skills to fully understand the needs and perspectives of their internal colleagues.
• Make more effective internal presentations and persuasively get across their message and sell them.
• Apply an effective approach for resolving internal issues and dealing the many conflicts which may be encountered.
• To understand internal marketing, customer and sales orientation and the effect this can have on customer relationships.
• Gain commitment from their internal colleagues in order to meet the organizations objectives.

Contenu du cours

The purpose of the elective is to introduce the students to the intraorganizational dimension of the selling and demonstrate how all roles within the organization are linked; accepting the fact that you need to sell internally and that it is your job to do it; no one else will do it for you. The emphasis will be on how internal relationship are managed in order to effectively meet the customers needs both from a sales perspective and the perspective of other organizational departments. However, internal selling is not a unidirectional activity. It is a two-way street. The other direction occurs when the staff in other departments want to sell their ideas, attitudes, and competencies to, their management and supervisors and then to their assistants and other stakeholders. Ultimately to the sales force who have to present these goals and ideas to the customer. The course will therefore examine the internal selling role from both perspectives covering sales person navigation, market orientation, conflict management theory and personal selling skills.

The elective will be delivered over 5 days (4 days of 4 hours, 1 day of 2 hours – total, 18 hours)
A range of seminars broken up by activities and case studies throughout the day.
The typical structure of a day will be 2 sessions of 1 hour 50 minutes.

1. Lecture: Introduction of key concepts, theories, models and examples case study outline. 1 hr 50 min
2. Lecture: Introduction of key concepts, theories, models and examples case study outline. 1 hr 50 min
3. Plenary feedback, discussion and linking back to theory – student presentations, key learning 40min
Wrap up summary, briefing for the next session case pack* and close. 5 min

The principal activities revolve around a case study which changes over the course of the four days.
The students are introduced to the theory managing relationships within the organization at the start of the day; then theory is practiced with practical activities and presentation of key learning back to the group.

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings9,00  
Independent study
Group Project16,00  
Charge de travail globale de l'étudiant41,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Type de ContrôleDuréeNombrePondération
Continuous assessment
Group Project0,00150,00
TOTAL     100,00


  • Internal Marketing -

  • Internal Marketing: Directions for Management -

  • Inside-Out Marketing -

* Informations non contractuelles et pouvant être soumises à modification
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