MKT-270 examines professional selling as a genuine relationship-based discipline, covering the sales process from prospecting through closing and beyond, emphasizing that sustainable selling depends on building trust and understanding customer needs, not simply pitching a product.
The professional sales process
The course covers the structured stages of professional selling — prospecting, needs identification, presentation, handling objections, and closing — as a genuine, learnable process rather than relying purely on innate charisma.
Relationship-based selling
MKT-270 emphasizes that sustainable sales success depends on genuinely understanding and addressing customer needs, building long-term trust rather than pursuing a single transactional sale at the expense of the relationship.
Key topics in MKT270
- The structured professional sales process
- Prospecting and needs identification
- Handling objections professionally
- Relationship-based selling versus transactional pitching
- Closing techniques grounded in genuine customer fit
- Building long-term customer trust
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Worked example: relationship selling versus a hard pitch
- Transactional pitch: Pushing a sale regardless of whether the product genuinely fits the customer's need
- Relationship-based selling: Taking time to genuinely understand the customer's need, even if it means recommending a different, better-fitting solution
- Lesson: MKT-270 teaches that relationship-based selling, though sometimes slower, builds the trust that produces sustainable, repeat business
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Frequently asked questions
While some interpersonal aptitude certainly helps in sales, professional selling actually follows identifiable stages — prospecting, understanding needs, presenting a genuinely relevant solution, handling objections thoughtfully, and closing appropriately — that can be taught and practiced systematically. MKT-270 frames selling this way because treating it as a learnable process, rather than an innate talent some people simply have and others don't, is what allows the course to actually build genuine sales competency in students regardless of their starting personality.
A hard pitch that pushes a sale regardless of genuine customer fit might close a single transaction, but it risks damaging trust if the customer later realizes the product didn't actually serve their needs well, undermining any future business and referrals from that customer. MKT-270 emphasizes relationship-based selling because genuinely understanding and addressing customer needs — even when it means recommending something other than the most immediately profitable option — builds the long-term trust that produces repeat business and referrals, which is typically more valuable than any single transactional sale.