Extension studies

Teaching language


Type of course


Cycle/level of course


Recommended year of study


Total number of ECTS

10 cr

Competency aims

The aim of the course is to give the student a basic understanding of personal selling and the ability to carry out the sales process both when acquiring new customers and when managing existing customers. In addition, the aim is for the student to have a good foundation for being able to independently improve in personal selling.

Learning outcomes

After completing the course, the student should be able to understand what personal selling is and its role in a business, ability to understand the motives why customers buy, direct selling to the right people, generate new business opportunities, conduct meetings with new and current customers, perform the sales presentation in a customer- oriented way and connect the customer to a collaboration. In more detail, the student has an understanding of what personal sales means, what customer value is, what elements a sales process consists of and how the process should be carried out. The student must understand the salesman's strategic position with the customer and based on this be able to prepare meetings with both new and current customers, set a goal and compile an agenda for the meeting and write a list of relevant questions. Upon initial contact with the customer, the student must be able to arouse an interest in the customer. The student must be able to use different questioning techniques and the art of listening to the customer to map customers' situation and needs and what things influence a decision. The student must be able to create customer-oriented sales arguments, be able to present the arguments at the right time and in the right way and handle objections from the customer. The student must have knowledge of what things are included in the negotiation of a deal. The student must have an understanding of tactical alternatives and what tactical measures a buyer can apply and how the seller can handle them. The student must be able to complete a sales process and handle and follow up on a purchase, but also handle a situation with an opposite result. In addition to the usual meetings with customers, the student must be able to apply personal selling in special situations such as inbound sales, trade fairs and seminars and handle complaints from customers. The student must always be able to meet the customer in a pleasant way and interpret the customer's speech and body language and be able to give a suitable speech and body language. In addition, the student must be able to choose a suitable attire for different situations. The student must be able to independently develop their knowledge and skills in personal selling.

Prerequisites and co-requisites

All the courses from the first year must be completed.

Additional information

Attendance at the introduction lecture is mandatory. Students who are not present will be rejected from the course.

Recommended or required reading

Main book Selling and Sales Management, David Jobber, Geoff Lancaster and Kenneth Le Meunier-FitzHugh, 2019, Pearson, 470 pages Not chapter 6 Available at Perlego.com https://ereader.perlego.com/1/book/971484/1 Additional reading Selling, Nick Constable, 2010, HarperCollins Publishers, 66 pages Available at Perlego.com https://www.perlego.com/book/693607/selling-pdf Material shared during the lectures.

Mode of Delivery

Participation in tuition

Assessment requirements

For completing the course, the student must achieve at least 100 points of the course's maximum 200 points and perform all homework, assignments, presentations and exams with corresponding scores.


  • Henriksson Robert
  • Kietz Tove


Henriksson Robert

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Group size

No limit

Assignments valid until

12 months after course has ended

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