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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)A.OSWALD
Intervenant(s)Olivier MORES (FR), Bruno ARAGONES (FR), Julien LENOBLE (FR), Corinne OPPENHEIM (EN)

Pré requis


Objectifs du cours

At the end of the course, the student should be able to:
This course is an introduction to selling techniques and negotiation. It provides the student with a "tool box" including the most commonly used sales techniques in a company. It leans upon proven methods recognised in most large companies. It also allows students to be prepared for their commercial internship at the end of the Second Year.

At the end of the course, the student should be able to:
- Control the basic techniques of a sales meeting and its different phases: face to face meeting, making appointments on the phone
- Tackle the sales environment
- Identify the different commercial roles and their evolution
- Reveal relational skills, linked with the relationship with the customer.

Contenu du cours

I) The selling environment
- The evolution of the trade
- Motivation, virtues and objectives of a good seller
- The different behaviour of a seller: Product selling / Sales Advice

II) Main selling steps
- Making appointments on the phone
- Confidence and relationship building
- Discovering customer needs - questioning plan - the mental card
- Different types of buyers and their motivation to purchase (SPICES)
- Solution presentation - the argumentation (FAB)
- Objections - Disproving objections
- The price
- Incentives and conclusions
- After sales main principles

III) Personal development tests
- Creativity
- Pressure

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Interactive class16,00  
Independent work
Reference manual 's readings6,00  
Independent study
Estimated personal workload6,00  
Group Project10,00  
External teaching source
Charge de travail globale de l'étudiant42,00  

Méthodes pédagogiques

  • E-learning
  • Visits/fields trips
  • Project work
  • Interactive class


The course is mainly composed of practical exercises (such as part or integral interview, tests, making real appointments on the phone) through which the student will discover the main theoretical steps of a good sales meeting with the customer.
Different means will be used (such as movie camera, CD Roms, Press articles, E-learning crossknowledge).
An active participation is expected from students.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Individual Project0,00135,00
Final Exam
Written exam1,00130,00
TOTAL     100,00


  • Wilson-Learning Library (2003). Win-Win Selling.Canada: Nova Vista Publishing -

    suggested books / recommended reading

  • Ingram, T.N, LaForge, R.W., Avila, R.A., Schwepker, C.H.Jr., & Williams, M.R. (2012). Sell.USA: Cengage Learning -

    suggested books / recommended reading

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
Vidéo : Un campus à vivre
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