Study Guide

Objectives (course unit)

The goal of the course is to enhance visionary expertise in B2B sales in business-to-business exchanges within modern business environments. The course provides the skills needed to develop omnichannel sales, taking into account customer value creation and decision-making processes.

Upon completing the course, the student will be able to:
• analyze the effects of customer behavior changes on B2B sales
• compare the key differences and impacts on sales operations between strategic value selling and product selling
• understand the significance of intelligent co-operation between marketing and sales
• apply the possibilities of sales transformation as part of developing omnichannel sales
• analyze the impact of customer value creation and decision-making processes on sales processes

Content (course unit)

Customer behavior change and complex customer needs
From product selling to strategic value selling
Sales transformation and omnichannel approach
Customer value creation and decision-making processes

Assessment criteria, satisfactory (1-2) (course unit)

The student recognizes the impacts of changes in customer behavior on B2B sales. The student understands the key differences between strategic value selling and product selling. The student can identify key elements of sales transformation and omnichannel approaches. The student can define key stages of customer value creation and decision-making processes as part of the sales process.

Assessment criteria, good (3-4) (course unit)

The student can explain the effects of changes in customer behavior and complex customer needs on B2B sales. The student can compare the differences between strategic value selling and product selling in business contexts. The student can apply the opportunities provided by sales transformation and omnichannel approaches in practical situations. The student can outline the key stages of customer value creation and decision-making processes as part of the sales process.

Assessment criteria, excellent (5) (course unit)

The student can critically analyze the effects of changes in customer behavior and complex customer needs on B2B sales. The student can judiciously compare the differences between strategic value selling and product selling in business contexts and recommend suitable alternatives for the situation. The student understands the entirety formed by sales transformation and omnichannel approaches and can design new operational models for the business environment. The student can anticipate and plan for the impact of customer value creation and decision-making processes on the sales process.

Assessment scale

0-5