Upon successful completion of the course, students will be able to: explain the relationship between personal selling and the marketing concept; explain how to build a relationship strategy that adds value; describe the critical role of ethics in building customer relationships; develop a product strategy that creates product solutions for the customer; explain the importance of creating product selling strategies that add value; describe buyer behavior, motives, and decision making in relation to developing a customer strategy; explain the steps to developing and qualifying a customer prospect base list and study the steps to develop a presentation strategy, pre-approach, presentation plan, and the approach; describe the essential elements of the consultative sales presentation; develop an effective sales demonstration plan that incorporates proof devices; explain the types of buyer concerns and the methods and process used to negotiate buyer concerns; review the basic guidelines to closing a sale and confirming the customer business partnership; and summarize the essential concepts related to servicing the sale and building the customer relationship.