Sales and Business Case Development

Master the Basic Sales Notions and the Business Case Development Success Secrets Step-by-Step
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Instructed by Sorin Dumitrascu Business / Strategy
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  • Lectures 43
  • Length 3 hours
  • Skill Level Intermediate Level
  • Languages English, captions
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 9/2015 English Closed captions available

Course Description

The Business Basic: Learn Sales and Business Case Development course is already online in the form of two smaller but connected courses: Introduction to Sales and 12 Steps Business Case Development.

The Introduction to Sales section builds on the important role that the sales function plays and describes how marketing and sales relate to each other.

It outlines the roles and responsibilities of a sales department, what makes for effective sales, and the trends affecting sales today.

The course also provides insight into the importance of the sales cycle and how it affects sales planning and business development.

Target audience for this course are all who want to gain knowledge in basic sales techniques and anyone who wants to develop or refine their existing sales knowledge and skills.

After completing this section, you will be able to:

  • distinguish between the roles of marketing and sales,
  • match the key competencies to how they contribute to success in sales, and
  • recognize the effects recent sales trends have had on the buyer-seller relationship.

You will also be able to:

  • recognize the differences between organizational and consumer buying,
  • recognize the benefits of understanding consumer buying behavior, and
  • use the stages of the sales cycle.

You will have video lectures, exercises, quizzes, practice and a small optional project if you want to put your skills to work and do more with the knowledge you will receive.

Understanding what is a good business case will be followed by a description of the functions and elements of a business case. You will learn how to research and what to research in order to prepare yourself and how to align business case with organizational strategy.

Finding the best angle and making an effort to polish your business case will increase your chances. So, you will learn about the principles of business case design to respond to your identified decision makers.

A 12 Steps approach will guide your learning and practice:

  1. Choose your business idea,
  2. Define your business objective,
  3. Determine the functions of your business case,
  4. Prepare a generic structure of a business case (marketing components included),
  5. Research your business idea by needed topics and using appropriate research methods,
  6. Analyze and compile results of research,
  7. Align business idea, strategy and processes,
  8. Determine the best angle to sell your business case,
  9. Write your business case content,
  10. Adapt your business case to various decision makers,
  11. Emphasize high impact elements, and
  12. Prepare to 'sell' your business case.

So, if you want to learn how to develop a business case, for work or in your personal projects this course is for you. It's simple, compact and guides you step by step.

If you are interested, go ahead, and hit that apply button! Thank you and see you in the course!

What are the requirements?

  • no special requirements to be fulfilled, but having a business idea to work on would be useful

What am I going to get from this course?

  • distinguish between the roles of marketing and sales, 
match the key competencies to how they contribute to success in sales
, and recognize the effects recent sales trends have had on the buyer-seller relationship.
  • recognize the differences between organizational and consumer buying, 
recognize the benefits of understanding consumer buying behavior
, and match stages of the sales cycle to examples.
  • understand the benefits, functions, elements and marketing components of a good business case
  • research and align your project with given business processes and corporate strategy, and identify the best arguments to convince decision makers
  • build and design your business case documentation for impact and persuasion

What is the target audience?

  • all who want to gain knowledge in basic sales techniques and and anyone who wants to develop or refine their existing sales skills
  • this course is for entrepreneurs, managers, marketers, professionals and everybody that aims to build a successful business case

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Introduction to Sales
02:17

This course highlights the important role that the sales function plays and describes how marketing and sales relate to each other. It outlines the roles and responsibilities of the Sales Department, what makes for effective sales, and the trends affecting sales today.

01:48

A sales transaction is a frontline interface between a seller and a customer. From the moment the sale is agreed, the process is very much a single action involving the salesperson. However, getting to this point involves the combined efforts of many people in the organization and the full support of the Sales and Marketing Departments.

03:23

For a better learning experience change your view settings to HD. Depending on your internet connection the quality of your video lesson should be better on your playing device.

This course includes closed captions, at least in English. So, if you want to watch videos quietly or defeat noise it's a good idea to turn them on. Or, maybe is just easier for you to take video lessons if you also see the subtitles.

2 questions

Understand course structure, content and guideline

Section 2: Sales Versus Marketing
04:40

Company executives are often very confident about their products, and will sometimes say that a product is so good, it sells itself. While the product in question may be good, as a rule, all products need a sales workforce to sell them.

06:56

Companies rely on sales to generate income. Whether the product is tangible, like a laptop computer, or intangible, like an insurance policy, it needs to be sold. Sales is linked to marketing. It is the Marketing Department's responsibility to create the image and identify the market for the product.

Article

Answer the questions to compare and contrast the roles of marketing and sales in your own organization with the roles outlined in the topic.

2 questions

Distinguish between the roles of marketing and sales

Section 3: Effective Sales: Competencies and Trends
05:26

The sales environment encompasses many different roles. These roles can vary in complexity and in the range of responsibilities that go with them. Successful salespeople must solve problems and provide the right solutions for customers.

08:18

The complex and often pressurized sales environment can be a harsh place for employees. However, there are certain key competencies that, if mastered, can prove to be very beneficial for a career in sales.

06:22

Professional selling is a discipline that's constantly changing. New theories and techniques are briefly heralded as the next great advancement in sales management. But all too often, they're quickly dismissed as obsolete, as newer trends emerge and require salespeople to adapt and update their skills and attitudes to remain competitive.

05:38

The buyer-seller relationship is finely balanced and subject to constant change. This is because buyers have become more knowledgeable, and their expectations have grown as a result. They expect salespeople to be as well informed as they are about products.

Article

Key competencies for sales synoptic table

3 questions

Match the key competencies to how they contribute to success in sales and recognize the effects recent sales trends have had on the buyer-seller relationship

Section 4: Buyer Behavior
07:32

In all professions, there are some people who are good at their jobs and others who aren't. In sales, it's easy to tell the two apart. Good salespeople are patient, understanding, and knowledgeable about the products they're selling. They take a genuine interest in the needs of the buyer and will try to provide solutions to satisfy the buyer's needs.

03:54

Sales professionals use various models of consumer behavior to learn what makes consumers buy products and services. This topic uses the buying decision process as a model. Each step in the process is subject to the influence of internal and external factors that ultimately impact the buying decision.

05:07

In addition to examining the buying decision process, salespeople must consider the actual buyers themselves. There are two categories of buyer, consumer and organizational. Consumers are often referred to as the final customer by sales professionals, and their purchases are for personal, family, or household use. Organizational buyers include producers, resellers, governments, and institutions.

2 questions

Recognize the differences between organizational and consumer buying and recognize the benefits of understanding consumer buying behavior.

Section 5: The Sales Process
02:35

Though there are different versions of the process, several common elements remain the same. The approach covered in this topic has five stages:

  1. finding potential buyers
  2. qualifying
  3. presentation
  4. closing the sale
  5. asking for referrals
03:49

The first stage of the sales process is finding potential buyers. This is also called prospecting. By taking the proper approach to this stage, sales professionals can save time and achieve greater market penetration.

06:37

The third stage of the sales process is presentation. This is when the seller tells the prospective buyer about the product's merits. To achieve success at this stage, a seller needs to know the product and the customer. The more information a seller has on each, the better the presentation will be.

Article

There five stages in the sales process.

Article

Optional course project to reinforce knowledge and build your actionable skills.

2 questions

Use stages of the sales cycle in real life situations

Section 6: Introduction to Business Case Development
02:18

In this course, you will learn how to plan, write, and present a business case to persuade key decision makers in your organization that your proposal is a winning initiative.

This course will show you the principles for preparing an effective business case, and it will guide you through the writing process, from defining your business need and gathering relevant information, right through to assessing the financial impact of your solution.

02:33

A business case is a document containing all of the information necessary for an individual, group, or organization to evaluate a proposed project. A good business case enables you to secure the resources and capital investment you need to implement your project.

The most obvious reason for putting together a business case is to persuade your organization to invest in a new project. However, a business case is not just a financial document.

2 questions

Present the course structure, objectives, overview and study guide.

Section 7: Business Case Basics
04:46

It is important that you know when it is appropriate to write a business case, and that you have a clear vision of what you hope to achieve with it.

A business case is, above all, a selling tool. You use a business case to persuade senior executives in your organization that your proposed project is more deserving of budget approval than other competing bids.

06:21

When writing a business case, you should bear in mind its function - what you and the decision maker want the business case to do.

A business case defines a problem or opportunity, and outlines the steps that you intend to take to deal with the problem or opportunity.

You use a business case to convince the decision makers in your organization that your project is deserving of resources.

09:59

A business case is a document that defines your project and its goals. It helps you allocate resources, make provisions for unforeseen obstacles, and facilitate good decision making.

The basic components in a business case include a current and pro forma balance sheet, an income statement, and a cash flow analysis.

05:36

When evaluating your business case, company decision makers are interested in how your proposed project intends to reach customers and create sales. You present this information within the marketing components section of your business case.

3 questions

Understand the benefits, functions, elements and marketing components of a good business case.

Section 8: Preparing a Business Case
1 page
  1. Choose your business idea
  2. Define your business objective
  3. Determine the functions of your business case
  4. Prepare a generic structure of a business case (marketing components included)
  5. Research your business idea by needed topics and using appropriate research methods
  6. Analyze and compile results of research
  7. Align business idea, strategy and processes
  8. Determine the best angle to sell your business case
  9. Write your business case content
  10. Adapt your business case to various decision makers
  11. Emphasize high impact elements
  12. Prepare to sell your business case
05:36

An effective business case must be well written, interesting, to the point, and able to communicate a message to the reader effectively.

12:30

For your project to be a success, you must complete a cost and benefit analysis to establish whether

  • all benefits are identified and quantified within the business solution
  • qualitative benefits are clarified and incorporated into the business solution
  • high-level benefits are authorized and all assumptions are approved by the relevant department
  • unproductive elements of the business case can be eliminated

Your business case must document certain assumptions about the proposed project. These assumptions should be tested with project stakeholders and operational managers before you include them in the business case.

You need to discuss the strengths, weaknesses, opportunities, and threats (SWOT), as well as any risks associated with implementing the solution.

3 pages

A powerful tool for measuring performance, Activity-based Costing (ABC) is used to identify, describe, assign costs to, and report on agency operations.

A more accurate cost-management system than traditional cost accounting, ABC identifies opportunities to improve business-process effectiveness and efficiency by determining the "true" cost of a product or service.

16:02

It is important to research the costs, benefits, assumptions, and constraints associated with a project, and to include your findings in your business case.

The decision makers who read your business case need this information in order to weigh the pros and cons of the project. You need to know how to identify and categorize the costs and benefits of your project.

2 pages

Certain departments within your company can assist you in building your business case. In most companies, these can be broadly classified into seven categories: Research and Development, Facilities and Equipment, Materials and Supplies, Sales and Marketing, Financial Services, Legal Services, and Human Resources.

1 page

Certain departments within your company can assist you in building your business case. In most companies, these can be broadly classified into seven categories: Research and Development, Facilities and Equipment, Materials and Supplies, Sales and Marketing, Financial Services, Legal Services, and Human Resources.

09:07

Mismatches between corporate and project strategies are a major cause of project failure.

All companies have a strategy, whether it is explicit or implicit. Some organizations devote a lot of resources to formulating their strategy in written form, while others simply act out their strategy and do not articulate it.

A company's strategy integrates the company's major goals, policies, and actions into a coherent whole.

04:51

A business case is written to provide company decision makers with the data they need to determine the viability of investment in your project.

In order to convey your message effectively, it's worth devoting some time to researching the people to whom the case will be presented.

2 pages

Before you start preparing your business case, you must give some thought to who will use it besides company decision makers.

Users of your business case may need to refer to the case to stay focused, to remain committed to your product or service idea, and to explain the basic concept to new managers should management change during the development phase.

04:11

When you are preparing a business case, you must include the information that is relevant to, and will influence, the decision makers. Different decision makers have different expectations from business proposals.

7 questions

Research and align your project with given business processes and corporate strategy, and identify the best arguments to convince decision makers.

Section 9: Writing and Designing a Business Case
05:52

The layout and design of your business-case document can help you get your case approved. Valid research and good writing are essential components of an effective business case. However, creating a document that is easy to read and professional looking can help to ensure that your business case is read.

02:56

The way you write and design your business-case document can influence how it is received by your company's decision makers.

"I think we're all in agreement that this business case is really well-written and very clear." Writing a business case involves more than just dumping information into a document.

The production of a good business-case document involves designating the writer or writers, organizing the content, and implementing layout and design guidelines for the finished document.

02:53

Everyone on your project team should be involved in the development of your business case. This ensures a broad range of perspectives, and may generate information and ideas that you might have otherwise ignored.

However, this does not mean that everyone on the team will write a section of the business case.

3 pages

Background

This is a business case for usability in an organization. It is based on academic research, industrial research, case studies, consulting experience, and common knowledge found in the usability community.

1 page

An optional project based on the knowledge and skills developed during the course.

3 questions

Build and design your business case documentation for impact and persuasion.

Section 10: Business Basic:The Case for Effective Sales and Business Cases
02:55

Course wrap up and summary

2 questions

Master the Basic Sales Notions and the Business Case Development Success Secrets Step-by-Step

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Instructor Biography

Sorin Dumitrascu, Management trainer

Before Udemy, Sorin developed and delivered more than 20 courses on management, project management, computer literacy, human resources, career development, soft skills for employees and even corrections incidents management.

Currently working as a prison service consultant, he is a certified trainer and project manager, holding a master degree in International Relations and Policy Making and a bachelor degree in Law and Public Administration.

Sorin coordinated during the last 10 years projects in the areas of rule of law, regional development and human resources.

He has more than 10 years of middle/senior managerial experience within the civil service (justice, corrections, internal affairs, training), private sector (project management, consultancy, training) and NGO (industrial relations, rural development).

Sorin is also a certified International Computer Driving License (ICDL) tester and trainer for the United Nations Peacekeeping Missions, certified Human Resource Professional and a Public Manager (professional degree).

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