2021-2022 / GEST7078-1

Sales and strategic negotiation

Duration

45h Th

Number of credits

 Master in sales management (120 ECTS) (work and study master)5 crédits  

Lecturer

Willem Standaert

Language(s) of instruction

French language

Organisation and examination

Teaching in the second semester

Schedule

Schedule online

Units courses prerequisite and corequisite

Prerequisite or corequisite units are presented within each program

Learning unit contents

This course has three parts:


  • Buying Processes
  • Anthropological and psychological aspects of negotiation
  • Soft skills: purchasing, sales and communication techniques
As part of the buying process partim, the students will participate in a simulation game (COMPIT), for which you will have to purchase an individual license. The price for this license, including VAT is € 48. This needs to be obtained prior to the start of the course. Without individual license, students cannot participate in this partim and they will automatically obtain a score of 0.

Learning outcomes of the learning unit

Part 1: Buying Processes


  • Typifying B2B customers - "Buyers"
  • Analysing B2B buying processes
  • Understanding the role of different DMU members
  • Distinguishing purchasing orientations and situations
Part 2: Anthropological and psychological techniques of negotiation


  • Explain and understand the behaviour of individuals taking into account their differences
  • Adopt a critical position towards negotiation (in relation to oneself and to the other party)
  • Understand the psychological and anthropological mechanisms that guide human behaviour
  • Draw upon anthropological and psychological aspects to conclude a contract
Part 3: Soft skills: purchasing and sales techniques


  • Understand different communication techniques
  • Understand the concepts of transmitter, receiver and the various biases in communicating a message
  • Work on different concepts such as active listening, reformulation, networking techniques
  • Understand concepts of non-verbal communication and intercultural communication
  • Use neurolinguistic programming to take mutually satisfactory decisions
  • Adapt the commercial message to be appropriate to reach the relevant objective
  • Identify how to effectively integrate a sales team
  • Interact with clients (B2B, B2C): specificities and similarities of contexts
  • Master and practice different sales techniques (take part in the Négociales competition; negotiations with professional purchases; individual registration - cost +/- €18 / student http://www.lesnegociales.com/)  
  • Prospection/networking : enter into contact with and identify the type of prospect
  • Move from analysis of the sales request to analysis of client need
  • Adjust the sales message to reach the relevant objective
  • Implement different professional purchasing techniques
  • Discover the SONCAS model used by purchasers

Prerequisite knowledge and skills

  • General conditions of access to the master's degree
  • Basic principles of management, strategy and marketing
  • Advanced level in English for the 'Buying Processes' part (documents and classes in English)

Planned learning activities and teaching methods

  • Lectures
  • Self-study using the online platform and flipped classrooms
  • Case studies
  • Testimonials
  • Group work
  • Application in your company

Mode of delivery (face to face, distance learning, hybrid learning)

  • Lectures
  • Self-study using the online platform and flipped classrooms
  • Case studies
  • Testimonials
  • Group work
  • Application in your company

Recommended or required readings

Self-study and documents available on the course platform (Lol@)

Assessment methods and criteria

Exam(s) in session

Any session

- In-person

written exam ( open-ended questions )

Written work / report


Additional information:

  • 20%: Part 1: Buying processes
  • 20%: Part 2: Anthropological and psychological techniques of negotiation
  • 60%: Part 3: Soft skills: purchasing, sales and communication techniques
The grade is the weighted result of the three partial grades.
30% of the total points will be based on an individual written report, and the remaining 70% will be assessed on the basis of different elements. Students will receive the details:
1. Continuous assessment: participation in class will be assessed on the basis of the preparation for the flipped classroom and the work done on the case study on the platform during class and between classes.
2. Reports written in a group
3. Written exams and MCQ (questions concerning knowledge, understanding and application)
Second session:
In the second session, students will be assessed according to a written exam and individual assignment.
Comments regarding grades will be provided by appointment.

Work placement(s)

Organizational remarks

See schedule on the Lola platform

Contacts

Academic advisors HEC-Liège
Willem Standaert e-mail: willem.standaert@uliege.be office 206
HEC-Liège
Bâtiment N1 Rue Louvrex, 14
B-4000 LIEGE   Part 1: Buying Processes (willem.standaert@uliege.be)
Part 2: Anthropological and psychological techniques of negotiation (Serge Bressers: serge.bressers@esa-namur.be)
Part 3: Soft skills: purchasing, sales and communication techniques (Françoise Gabriel: f.gabriel@helmo.be)