Strategies for Improvement Teaching Based on Selling Theory

M & D FORUM
Strategies for Improvement Teaching Based on Selling Theory
LV Shuli
School of economics and management, Henan Polytechnic University, China, 454003
[email protected]
Abstract: This paper analyzes three elements of teaching including about teachers, students and
knowledge based on three basic elements in selling theory which is salesman, product and customer,
studies harmonious relations among teachers, students and knowledge. At last, This paper puts forward
some strategies about improvement teaching in classroom with a selling perspective.
Keywords: Strategies, Teaching, Selling theory
1 Introduction
Whether teaching or selling is an interpersonal communication process of interaction .In both them
information senders seek to use appropriate methods and techniques to persuade receivers of
information, needs of receivers and senders are met in this process. From broad perspective,
any action of persuading others to do something can be considered to be selling ,that is, when any one
goes out of his way to sell their views and opinions to others or persuade others to do something, we say
he is selling. Therefore, when teachers in the classroom teach students, this process can also be known
as selling knowledge.
2 Teaching activities is selling
According to marketing theory ,we know that any enterprise's selling activities must include these three
basic elements namely salesman, product and customer, The process of selling is salesman using
various selling techniques to persuade their customers to accept and buy commodity. Therefore, it is
necessary that relationship among commodity, buyer and seller is harmonied as far as possible, through
this process, customer's need is met, sale goal is achieved. Teaching in classroom is to enable students
to maximize the acceptance of knowledge, so teacher should understand students in the class, and then
uses appropriate behavior and speech activities to let his students be interested in the teaching content,
only this can teacher arouse their sense of participation, can enable students to better accept
and remember what they learn. Therefore, teacher, knowledge and students become three basic
elements of teaching in classroom, only coordination relationship among the three basic elements it can
ensure the realization of effective teaching and achieve better classroom teaching goal.
，
teacher
knowledge
student
Figure 1 Three essential factors coordinated
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3 Three essential factors of teaching in classroom
3.1 Teacher
In these three basic elements of selling, salesman is very critical. Business marketing goals can not be
achieved without salesman's efforts. As a qualified salesman, he mainly should have some
basic qualities and abilities, it consists of ideological and cultural qualities, physical and mental qualities,
good communication skills, keen insight and strong social skills, basic etiquette including dress and
personal adornments and manners of speaking and so on.
Teachers teaching students in classroom is a process of selling knowledge, if a teacher wants students
to accept knowledge what he “sells”, he must do as follows: first of all he must let students to
receive him consisting of dress and manner of speaking. Secondly, As a qualified teacher, he must know
well not only very rich subject knowledge but also some educational philosophy. And thirdly, a qualified
teacher must have good professional ethics, he should do it well more than in all physical and mental
and sincerely care for students, being responsible for student is the most important qualities of teacher,
meanwhile, it is the most basic requirements of teacher. A teacher should have a strong sense of
responsibility, he should consider students as their loved ones and firmly establish idea of “all for
students, for students in all, for all the students”, should think students as their own children or brothers
and sisters, should sincerely work for the sake of student's progress and talent, should penetrate this
concept through all the teaching segment infecting students with their own actions.
，
3.2 Knowledge
Selling product is selling a object of tangible and intangible items accepted by customer in selling
activities, including goods and services and ideas. Selling commodity activities is to sell using value to
customers, it is a process of advocating a new concept. From product marketing terms, the ultimate aim
of production is to meet demand of customer by selling goods, so selling person must firstly understand
consumer’s psychology and demand, and must introduce products using the most appropriate language
and demonstration in order to cause customer's interest and make the approbation of consumer, at last
make a deal, both desire are met in this process. As a teacher, marketing knowledge to students is
multiaspect, he not only introduces theoretical knowlege, but also thinks through what method and
means are used to let the students accept skill and knowledge easily. Such as fully but not too much
using multimedia teaching equipment, using case teaching method combined with examples, simplifing
complex problem, visualizing abstract problems, telling truth way from little things to students, from a
complete concept understanding marketing knowledge activity, means and methods which teacher
passes on knowledge by can or not be accepted by students and what utility students can get through
teacher's classroom teaching. From the classroom teaching speaking, teacher's teaching purpose is to
cause students to maximize accepted knowledge, Teachers should know all the condition of students,
and then should use appropriate class organization and speech and behavior, enables students to be
interested in teaching content, arouses their participation sence, makes students better acceptance and
memory information, and let this knowledge become part of his knowledge. This is the ultimate goal of
classroom teaching.
3.3 Student
The process of selling products to customers is to not only recognize their own marketing psychology,
but also have an insight into customers psychology. Also, a teacher's teaching effect depends on both
teachers and students, giving a good lecture is only the basic premise of good teaching effect and not
being equivalent to good teaching effect, in the course of teaching, both sides are interaction and mutual
infection.
The traditional education pays attention to teach students about “knowledge”, students are in a passive
acceptance status of the process in classroom teaching, according to their own teaching experience, a
teacher teaches book knowledge to students with lack of attention to students' emotion, attitudes, values,
and with lack of attention of students' all-round, this only teacher teaching activities dominate less
thinking students’psychological factors, so students just passively accept teaching content, students'
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enthusiasm and interest are not high, this will go against effective completing classroom teaching task.
The new curriculum reform requires teacher to establish people-oriented concept and call for service
concept of lifelong development for student, call for personal subject spirit. This ask us to put students
really as vivid, living, thoughtful, independent ability person. In the teaching process, teacher must
make students grasp knowledge, moreover, the most important is developing their
intellectual and emotional sides, and being capable, meanwhile, it can form a good and perfect
personality, make our teaching humanized colour, so this lay foundation for the development of
students.
4 Strategy about improving classing teaching with a selling perspective
’
4.1 A deep and extensive scientific culture quality improving teaching art
A broad scope of a teacher is more likely to get students respect and love ,bring profound impression
to students. Giving students more sense of trust can attract students much more, so that teaching
effectiveness naturally is unusual. The modern education research generally believe teacher's
professional knowledge is not linear growth, it is widely integrated, multi-function, pluralism, there are
four kinds of knowledge is regarded as the foundation of teacher's knowledge and research focus, that is
subject knowledge, commonly teaching knowledge, teaching knowledge about discipline, situational
knowledge, several aspects of knowledge should be mutual combination and blending together to form
teacher's knowledge structure. In addition, as a teacher, he should conscientiously strengthen the
marxism-leninism, MAO Zedong thought, DENG Xiaoping theory and the party's basic theory, should
implement state policies, consciously pay attention to state affairs. Only in this way, can a teacher use
scientific method in teaching knowledge and improve the depth and extent of teaching knowledge
closely combining practice and broaden student's field of vision.
College teachers often give us a serious and inflexible impression, so it easily lengthens distance
between teacher students, this has a direct impact on teaching effect, it goes against knowledge
absorption. If college teachers in artistic accomplishment has certain skills, or their interest hobby is
widespread, disposition lively extroverted, and in many ways they can have common language with
students , so that they can more easily stimulate students' studying enthusiasm, initiative and can
stimulate students' learning motivation, can cause the student to produce study power. Relatively, this
can increase more interest and can enhance persuasive than single and simple“ lecturing”
4.2 Having strong interpersonal and communication skills
There is no change in the day-to-day teaching mode without ups and downs which can't cause student's
attention, no modulation insipid intonation and expressionless easily lead to students' physical and
psychological exhaustion and distraction of energy. From teachers' perspective, he should develop good
interpersonal and communication skills, only then can a teacher improve harmonious relationship with
students. A teacher can use some means to improve relationship with students, such as teacher in class
teaching can often keep smiling expression, increase affinity, use the language to increase expressive,
infectious and artistic. In the classroom during teaching, appropriate use of network language can let
students feel teacher having a common language with their own, this will shorten the distance with
students. Once, in the process of case teaching, I said "I was diving so-and-so in some BBS last night,
somebody puts forward... , then please tell me what do you think about this view?" And then I called
"the first student positively answering the question “sit my “sofa””, just at that moment, the classmates
immediately had a joyful laugh, they felt closing with me at once.
4.3 Sell yourself to every student, respect for every student
A salesman with goode manners and quite attractive external image tends to be liked and trusted by
customers. In process of classroom teaching, a teacher must first sell yourself, let student be sure of and
respect yourself, thus they can trust and accept yourself, and then you can be promoting knowledge
products. To promote oneself, you must pay attention to be good manners, dressed, fine appearance etc.
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Young people are particularly sensitive to beautiful things, as a college teacher, you might as well try to
change different dress for each class, this firstly can eliminate students "aesthetical fatigue" on the
vision. In addition, you also pay attention to the shape of the internal marketing charm. The most
important intrinsic charm is sincere character. Salesman with a sincerely warm attitude may touch
customer, the customer will be sincere in return, finally he is willing to buy your products. In a exercise
class, some students do their homework better, I say "marking your homework, I feel especially “high”,
and then I aim at poorer homework, I say, “I've been running in the field of hope, though occasionally
been disappointed by down”. The students immediately understood to be hard as a teacher and my wish
that students can learn more knowledge. This more increases their wishes of raising attention and
enthusiasm.
In addition, in the classroom, a teacher should try to avoid criticizeing students, more appreciation and
encouraging education expands and strengthens their own advantages with limitations their own
shortcomings, thus, this can stimulate their enthusiasm and initiative. Even non-criticism does not go,
teacher should also pay attention to the art of criticism, it is necessary to point out shortcomings
meanwhile not allowing student to lose face under watchful eyes .Treat students with true equall attitude,
effort to achieve “dialogue” in a ecological curriculum environment and build a student-based equality
and mutual respect relationship between teacher and students, new wisdom can be produced in active
interaction in class. For those good students having high mark, they have strong self-control, the
negative effect produced by praise and criticism is little difference, because they are stronger self-esteem
and confidence. For those with poor performance and lack of confidence, such students have some
feeling of inferiority and psychologically fragile, they need most recognition and understanding from
others, need to build self-confidence. For them, teacher should be good at discovering advantages of
them, seize opportunity to give recognition and praise, so that they can like courses which the teacher
teaches and their teachers in their mind, and ultimately good teaching effect can be achieved.
5 Conclusion
Based on the theory of selling, this paper analyzes three elements of the classroom teaching which is
teachers and students and knowledge, studies the coordination relationship amongthem, and puts
forward the strategy of promotion classroom teaching namely: a deep and extensive scientific culture
quality improving teaching art, having strong interpersonal and communication skills, selling
yourself to every student, being respect for every student.
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