SRJC Course Outlines

7/16/2024 12:06:32 AMWINE 62 Course Outline as of Fall 2004

New Course (First Version)

Discipline and Nbr:  WINE 62Title:  AG SALES/COMMUNIC  
Full Title:  Agricultural Sales and Communication
Last Reviewed:10/13/2014

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum3.00Lecture Scheduled3.0017.5 max.Lecture Scheduled52.50
Minimum3.00Lab Scheduled08 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total3.00 Contact Total52.50
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  105.00Total Student Learning Hours: 157.50 

Title 5 Category:  AA Degree Applicable
Grading:  Grade Only
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As:  AGBUS 62

Catalog Description:
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This course involves the study of principles and practices of the selling process: selling strategies and approaches, why and how people buy, prospecting, territory management, and customer service. Self management, communication, and interpersonal skills necessary in developing managerial abilities, leadership qualities, and facilitating teamwork within the agribusiness sector will be explored.  The course content is organized to give students an in depth understanding of the factors and influences that affect the agribusiness industry on a day-to-day basis.


Recommended Preparation:

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
Principles and practices of the selling process: selling strategies and approaches, why and how people buy, prospecting, territory management, and customer service.  Self-management, communication, interpersonal skills necessary in developing managerial abilities, leadership qualities, and facilitating teamwork within the agribusiness sector will be explored.
(Grade Only)

Limits on Enrollment:
Transfer Credit:CSU;
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP


Associate Degree:Effective:Inactive:
CSU GE:Transfer Area Effective:Inactive:
IGETC:Transfer Area Effective:Inactive:
CSU Transfer:TransferableEffective:Fall 2004Inactive:Fall 2020
UC Transfer:Effective:Inactive:

Certificate/Major Applicable: Both Certificate and Major Applicable


Outcomes and Objectives:
At the conclusion of this course, the student should be able to:
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Upon successful completion of this course, the student will be able to:
1.  Discuss the history and development of the agribusiness sales industry
   including its scope, variety, historical perspective, relationship to
   other industries, and current and future role in the U.S. economy.
2.  Recognize and summarize the characteristics of a successful
   agribusiness salesperson.
3.  Analyze and apply the component parts and dynamics of the sales
   process to agribusiness sales.
4.  Identify the major sources for agricultural sales prospects and the
   methods used to secure sales commitments from potential buyers.
5.  Explain the benefits of providing post-sales customer service for
   agricultural customers.
6.  Examine and demonstrate qualities and skills of a good public speaker.
7.  Define leadership and the characteristics of successful leadership.
8.  Compare and contrast current theories of leadership.
9.  Demonstrate interpersonal and organizational communication skills,
   with particular emphasis on the uniqueness of the agribusiness sector.
10. Describe principles of good listening, overcoming barriers in
   communication, and effective verbal and non-verbal communication.
9.  Discuss the importance of teamwork in organizations.
10. Discuss the critical components of effective management.
11. Examine social responsibility and ethics as they relate to factors
   affecting ethical choices, criteria for ethical decision making,
   and managing company ethics.
12. Examine self-management options and formulate a personal strategic

Topics and Scope
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Unit 1:  Introduction to the Scope and Variety of the Sales Industry
A.  Agribusiness selling: Why is it difficult?
B.  A comparison of agribusiness selling and the total sales profession
C.  The knowledge base of agribusiness sales:
   (1) Agricultural background and experiences
   (2) Product and technical knowledge
   (3) Understanding selling
Unit 2:  Agricultural Leadership
A.  Leadership theories
B. Styles of leadership
C.  Characteristics of successful leadership
D.  Teamwork in organizations:
   (1) Understanding teams
   (2) Becoming a team
   (3) Team leadership
   (4) Team performance
E.  Development of a personal strategic plan:
   (1) Self-analysis of traits
   (2) Self-discipline and goals
   (3) Vision and mission statements
   (4) Time management analysis
Unit 3:  Overview of Relationship Selling
A.  Why and how people buy
   (1) Hierarchy of human needs
   (2) The dominant buying urge
   (3) Agriculture's decision model
B.  Non-manipulative, consultative selling
C.  Importance of long-term relationships with multiple sales
Unit 4:  Communication Skills
A.  Behavioral styles and communication techniques
B.  Overcoming barriers in communication
C.  Effective listening skills
D.  Non-verbal communication
   (1) Image
   (2) Body language
   (3) Proxemics
   (4) Senses
Unit 5:  Prospecting
A.  Referrals
B.  Other sources
Unit 6:  The Sales Call
A.  Opening:
   (1) Relaxation techniques
   (2) The fine art of asking questions
   (3) Listening skills
   (4) Prospect needs analysis
B.  Presentation:
   (1) Product features and benefits
   (2) Handling customer objections
C.  Confirmation:
   (1) Follow-up and service
   (2) Value added techniques
Unit 7:  The Nature of Management
A.  Understanding the nature of management
   (1) Managerial activities, skills, roles
   (2) Management as anticipation
B.  Sales Management
   (1) Time management
   (2) Territory management
   (3) Credit management
   (4) Financial compensation plans
Unit 8:  Sales Ethics
A.  Social responsibility and ethics
B.  Factors affecting ethical choices
C.  Criteria for ethical decision making
D.  Managing company ethics
Unit 9:  The Agribusiness Selling Experience
A.  Planning and making sales presentations
   (1) To individuals
   (2) To groups
B.  Advertising and sales promotion
C.  Multi-media selling
D.  Use of computers and software in presentations
Unit 10:  Careers in Agricultural Sales and Individual Career Planning
A.  Exploration and understanding of careers in agricultural sales
   (1) Job opportunities and demands
   (2) Future trends in agribusiness sales
B.  Job search strategies - an application of sales
   (1) Resume
   (2) Cover letter
   (3) Job interview skills

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1. Problem sets.
2. Class presentation public speaking assignment, utilizing a computer
3. Formal sales presentation.
4. Personal strategic plan including vision, mission, goals, major
objectives and strategies.
5. Term paper, 5-7 pages on an aspect of agriculture sales or agribusiness
6. Reading, 20-30 pages per week.
7. Midterm and final exam.

Methods of Evaluation/Basis of Grade.
Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.Writing
20 - 25%
Term papers
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
15 - 20%
Homework problems
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
20 - 30%
Class performances
Exams: All forms of formal testing, other than skill performance exams.Exams
30 - 40%
Multiple choice, True/false, Matching items, Completion, Short answer; essay.
Other: Includes any assessment tools that do not logically fit into the above categories.Other Category
0 - 0%

Representative Textbooks and Materials:
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Selling Today: Creating Customer Value: Using Technology to Add Value.
Manning, Gerald L. and Reece, Barry L. Prentice Hall, 2003.
Leadership, Personal Development and Career Success. Ricketts, Cliff.
Delmar Publishers, 2001.

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