The Stephen J.R.

Smith School of Business

at Queen’s University

QBUS 501x – Enterprise Selling

Course Outline

Course Overview

Do you think you could sell a $1,000,000 services deal to a team of experienced
executives at a multinational corporation or an annual software contract for
$50,000 to the founding team of a fast moving startup? Do you think you have
what it takes to help a C-level executive make a bet on your business? Do you
think you have the communication skills that will enable you to sell your ideas,
services, products, and most importantly yourself!

Selling is one of the most crucial and oldest professions. It is an extremely

marketable skill for most consulting, management and executive positions. In
fact, for many careers in business, the starting point is sales. In this course you
will get the chance to learn how to “sell” to senior executives in enterprises
(business to business, B2B). Over the course, we will integrate a variety of
readings, mini cases, and video role play analysis.

Learning Objectives

Upon successful completion of this course, the student will be able to:

• Define the role of marketing and how business decisions impact the
marketing function
• Compare consumer buying processes vs enterprise buying processes
• Identify the role of selling functions within marketing strategy
considerations, execution & implementation decisions
• Explain the sales funnel concept and enterprise selling alignment in
driving revenue
• Summarize the process of demand generation and customer
acquisition
• Illustrate the process of prospecting including cadence for both
inbound and outbound leads
• Explain prospecting frameworks or similar industry practices
• Analyze initial customer outreach and recommend performance
improvement

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 • Demonstrate competency in initial customer outreach including
asynchronous and synchronous communication in multiple media
• Describe the most commonly utilized frameworks for handling
objections and securing commitment
• Analyze a sales conversation and recommend performance
improvement

Course Evaluation (Verified Only)

You will earn your total grade in this course through the following components:

1. Section Test (4 x 10%) 40%

2. Section 3 Role Play Sales Conversation 30%
3. Section 4 Role Play Sales Conversation 30%
Total out of 100%

Section Tests (40%)

There will be a Section test at the conclusion of each section. These test will
evaluate the content covered in that section and will include multiple choice,
checkbox, dropdown, and free entry questions to be evaluated by course staff.
Each test is worth 10% for a total of 40%.

Role Play Sales Conversation Assessments (60%)

There will be two sales conversation assessments. In each case you will be given
an enterprise buyer-seller scenario and then expected to respond to a series of
questions in a video submission format.

The first sales conversation assessment will cover content up to the completion
of Sales Conversation I. It is worth 30% of your final grade. The second sales
conversation assessment will cover content up to the completion of Sales
Conversation II. It is worth 30% of your final grade.

Course Instructor

Jim Hamilton is a sales and marketing executive with over 20 years of experience
in forming and growing start-up companies, as well as, leading sales and
marketing teams in both mid-sized and larger organizations.

Mr. Hamilton was awarded the Distinguished Faculty Fellow of Sales

Management in 2017 at the Smith School of Business at Queen’s University

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where he teaches courses in marketing strategy and sales & sales management
at both the undergraduate and graduate levels.

Mr. Hamilton also owns an advisory firm that provides sales, marketing, CRM,
and reputation management services. Some of his clients have included Bayer,
Altana, IBM, and MDS Sciex. He has started, been involved in, mentored, and
invested in a number of startup and entrepreneurial ventures over the past 20
years.

Mr. Hamilton obtained an Honors Bachelor’s Degree (B.Sc.) in Actuarial

Sciences from the University of Western Ontario (Canada) in 1990. He then
earned an MBA from the Richard Ivey School of Business (Canada) in 1995.

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