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|Discipline and Nbr:
Agricultural Sales and Communication
|Units||Course Hours per Week|| ||Nbr of Weeks||Course Hours Total
|Maximum||3.00||Lecture Scheduled||3.00||17.5 max.||Lecture Scheduled||52.50
|Minimum||3.00||Lab Scheduled||0||8 min.||Lab Scheduled||0
| ||Contact DHR||0|| ||Contact DHR||0
| ||Contact Total||3.00|| ||Contact Total||52.50
| ||Non-contact DHR||0|| ||Non-contact DHR Total||0
Title 5 Category:
AA Degree Applicable
00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As:
| ||Total Out of Class Hours: 105.00||Total Student Learning Hours: 157.50||
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.
Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Schedule of Classes Information
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.
Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP
ARTICULATION, MAJOR, and CERTIFICATION INFORMATION
Both Certificate and Major Applicable
Outcomes and Objectives:
Upon completion of the course, students will be able to:
|CSU GE:||Transfer Area|| ||Effective:||Inactive:
|IGETC:||Transfer Area|| ||Effective:||Inactive:
|CSU Transfer:||Transferable||Effective:||Fall 1981||Inactive:||
| CID Descriptor: AG - AB 112|| Agricultural Sales and Communication|| SRJC Equivalent Course(s): AGBUS62
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
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
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
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
(2) Body language
Unit 5: Prospecting
B. Other sources
Unit 6: The Sales Call
(1) Relaxation techniques
(2) The fine art of asking questions
(3) Listening skills
(4) Prospect needs analysis
(1) Product features and benefits
(2) Handling customer objections
(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
(2) Cover letter
(3) Job interview skills
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.
Representative Textbooks and Materials:
|Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.||Writing
20 - 25%
|Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.||Problem Solving
15 - 20%
|Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.||Skill Demonstrations
20 - 30%
|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%
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.