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ABC's of Relationship Selling Package,9780072352825
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ABC's of Relationship Selling Package

by
ISBN13:

9780072352825

ISBN10:
0072352825
Format:
Paperback
Pub. Date:
7/1/1999
Publisher(s):
McGraw Hill College Div

Questions About This Book?

What version or edition is this?
This is the edition with a publication date of 7/1/1999.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.

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Table of Contents

PART I SELLING AS A PROFESSION
The Life, Times, and Career of the Professional Salesperson
2(34)
What Is Selling?
3(2)
Everybody Sells!
4(1)
Why Choose a Sales Career?
5(10)
A Variety of Sales Jobs Are Available
5(5)
Freedom of Action: You're on Your Own
10(1)
Job Challenge Is Always There
10(1)
Opportunities for Advancement Are Great
11(2)
Rewards: The Sky's the Limit
13(1)
You Can Move Quickly into Management
14(1)
Is a Sales Career Right for You?
15(1)
A Sales Manager's View of the Recruit
15(1)
Success in Selling---What Does It Take?
15(6)
Love of Selling
16(1)
Willingness to Work Hard, Work Smart, Then Work Some More
16(1)
Need to Achieve
16(2)
Have an Optimistic Outlook
18(1)
Be Knowledgeable
19(1)
Be Ruthless about Time
19(1)
Ask Questions and Then Listen to Uncover Customer Needs
20(1)
Serve Your Customer
20(1)
Be Physically and Mentally Prepared
20(1)
Relationship Selling
21(1)
Sales Jobs Are Different
21(1)
What Does a Professional Salesperson Do?
22(3)
Reflect Back
25(1)
Relationship Marketing
25(1)
Levels of Relationship Marketing
26(1)
Selling Is for Large and Small Organizations
27(1)
The Plan of Your Textbook
27(1)
Building Relationships through the Sales Process
28(1)
Summary of Major Selling Issues
28(1)
Key Terms for Selling
29(1)
Sales Application Questions
30(1)
Sales World Wide Web Exercises
30(1)
Find out about a Career in Sales!
31(1)
Further Exploring the Sales World
31(1)
Sales Team Building Exercise
32(1)
Selling Experiential Exercise
32(4)
Are You a Global Traveler?
32(1)
What They Didn't Teach Us in Sales Class
33(3)
Social, Ethical, and Legal Issues in Selling
36(30)
Management's Social Responsibilities
37(3)
Organizational Stakeholders
38(1)
An Organization's Main Responsibilities
38(2)
How to Demonstrate Social Responsibility
40(1)
What Influences Ethical Behavior?
40(1)
The Individual's Role
40(1)
The Organization's Role
41(1)
Management's Ethical Responsibilities
41(1)
What Is Ethical Behavior?
41(1)
What Is an Ethical Dilemma?
42(1)
Ethics in Dealing with Salespeople
42(5)
Level of Sales Pressure
43(1)
Decisions Affecting Territory
43(1)
To Tell the Truth?
44(1)
The Ill Salesperson
44(1)
Employee Rights
44(3)
Salespeople's Ethics in Dealing with Their Employers
47(1)
Misusing Company Assets
47(1)
Moonlighting
47(1)
Cheating
47(1)
Affecting Other Salespeople
47(1)
Technology Theft
48(1)
Ethics in Dealing with Customers
48(7)
Bribes
48(1)
Misrepresentation
49(5)
Price Discrimination
54(1)
Tie-in Sales
54(1)
Exclusive Dealership
54(1)
Reciprocity
54(1)
Sales Restrictions
54(1)
The International Side of Ethics
55(1)
Managing Sales Ethics
55(3)
Follow the Leader
56(1)
Leader Selection Is Important
56(1)
Establish a Code of Ethics
56(1)
Create Ethical Structures
57(1)
Encourage Whistle-Blowing
57(1)
Create an Ethical Sales Climate
57(1)
Establish Control Systems
57(1)
Summary of Major Selling Issues
58(1)
Key Terms for Selling
59(1)
Sales Application Questions
59(1)
Sales World Wide Web Exercises
59(1)
What Is Ethical in the World of Sales?
59(1)
Further Exploring the Sales World
60(1)
Selling Experiential Exercise
61(5)
Ethical Work Climates
61(1)
Fancy Frozen Foods
61(1)
Sports Shirts, Inc.
61(5)
PART II PREPARATION FOR RELATIONSHIP SELLING
The Psychology of Selling: Why People Buy
66(38)
Why People Buy---The Black Box Approach
67(1)
Psychological Influences on Buying
68(1)
Motivation to Buy Must Be There
68(1)
Economic Needs: The Best Value for the Money
68(1)
Awareness of Needs: Some Buyers Are Unsure
69(1)
A FABulous Approach to Buyer Need Satisfaction
69(3)
The Product's Features: So What?
70(1)
The Product's Advantages: Prove It!
70(1)
The Product's Benefits: What's in It for Me?
70(2)
Order Can Be Important
72(1)
How to Determine Important Buying Needs---A Key to Success
72(2)
The Trial Close---A Great Way to Uncover Needs and SELL
74(2)
SELL Sequence
76(2)
Your Buyer's Perception
78(1)
Perceptions, Attitudes, and Beliefs
79(2)
Example of a Buyer's Misperceptions
80(1)
The Buyer's Personality Should Be Considered
81(1)
Self-Concept
81(1)
Adaptive Selling Based on Buyer's Style
81(4)
Personality Typing
81(1)
Adapt Your Presentation to the Buyer's Style
82(3)
You Can Classify Buying Situations
85(1)
Some Decisions Are Routine
85(1)
Some Decisions Are Limited
85(1)
Some Decisions Are Extensive
86(1)
Technology Provides Information
86(1)
View Buyers as Decision Makers
87(4)
Need Arousal
87(1)
Collection of Information
87(1)
Information Evaluation
88(1)
Purchase Decision
89(1)
Postpurchase
90(1)
Satisfied Customers Are Easier to Sell
91(1)
To Buy or Not to Buy---A Choice Decision
91(1)
Summary of Major Selling Issues
92(1)
Key Terms for Selling
93(1)
Sales Application Questions
94(3)
Sales World Wide Web Exercises
97(1)
What Is Your Personality?
97(1)
Further Exploring the Sales World
97(1)
Student Application Learning Exercises (SALES) Part 1 of 7
98(1)
Selling Experiential Exercise
98(6)
What's Your Style---Senser, Intuitor, Thinker, Feeler?
98(3)
Economy Ceiling Fans, Inc.
101(1)
McDonald's Ford Dealership
101(3)
Communication for Relationship Building: It's Not All Talk
104(26)
Communication: It Takes Two
105(2)
Salesperson--Buyer Communication Process Requires Feedback
106(1)
Nonverbal Communication: Watch for It
107(7)
Concept of Space
107(2)
Communication through Appearance and the Handshake
109(2)
Body Language Gives You Clues
111(3)
Barriers to Communication
114(3)
Master Persuasive Communication to Maintain Control
117(7)
Feedback Guides Your Presentation
117(1)
Remember the Trial Close
118(1)
Empathy Puts You in Your Customer's Shoes
118(1)
Keep It Simple
119(1)
Creating Mutual Trust Develops Friendship
119(1)
Listening Clues You In
119(5)
Your Attitude Makes the Difference
124(1)
Proof Statements Make You Believable
124(1)
Summary of Major Selling Issues
124(1)
Key Terms for Selling
125(1)
Sales Application Questions
126(1)
Sales World Wide Web Exercises
127(1)
Make a Sale and Get a Job!
127(1)
Further Exploring the Sales World
127(1)
Selling Experiential Exercise
127(3)
Listening Self-Inventory
127(1)
Skaggs Manufacturing
128(1)
Alabama Office Supply
129(1)
Sales Knowledge: Customers, Products, Technologies
130(42)
Sources of Sales Knowledge
131(1)
Knowledge Builds Relationships
132(1)
Knowledge Increases Confidence in Salespeople...
132(1)
...and in Buyers
132(1)
Relationships Increase Sales
132(1)
Know Your Customers
132(1)
Know Your Company
132(3)
General Company Information
133(2)
Know Your Product
135(1)
Know Your Resellers
135(1)
Advertising Aids Salespeople
136(2)
Types of Advertising Differ
136(2)
Why Spend Money on Advertising?
138(1)
Sales Promotion Generates Sales
138(2)
Point-of-Purchase Displays: Get Them out There
139(1)
Shelf Positioning Is Important to Your Success
139(1)
Premiums
140(1)
What's It Worth? Pricing Your Product
140(1)
Know Your Competition, Industry, and Economy
141(1)
Personal Computers and Selling
142(1)
Knowledge of Technology Enhances Sales and Customer Service
143(5)
Personal Productivity
144(3)
Communications with Customers and Employer
147(1)
Customer Order Processing and Service Support
148(1)
Sales Internet and the World Wide Web
148(2)
The Internet
149(1)
World Wide Web
149(1)
Global Technology Provides Service
150(1)
Summary of Major Selling Issues
150(1)
Key Terms for Selling
151(1)
Sales Application Questions
151(1)
Sales World Wide Web Exercises
152(1)
Business Intelligence: Can the Web Help?
152(1)
Further Exploring the Sales World
153(1)
Selling Experiential Exercise
153(2)
How Is Your Self-Confidence?
153(2)
Appendix: Sales Arithmetic and Pricing
155(9)
Key Terms for Selling
164(1)
Sales Application Questions
164(2)
Student Application Learning Exercises (SALES)
166(6)
Part 2 of 7
166(1)
Claire Cosmetics
166(1)
McBath Women's Apparel
167(1)
Electric Generator Corporation
168(1)
Frank's Drilling Service
169(3)
PART III THE RELATIONSHIP SELLING PROCESS
Prospecting---The Lifeblood of Selling
172(28)
The Sales Process Has 10 Steps
173(1)
Steps before the Sales Presentation
174(1)
Prospecting---The Lifeblood of Selling
175(10)
Where to Find Prospects
175(1)
Planning a Prospective Strategy
176(1)
Prospecting Methods
176(9)
Prospecting Guidelines
185(1)
Referrals Used in Most Prospecting Methods
186(1)
The Prospect Pool
186(1)
The Referral Cycle
187(4)
The Parallel Referral Sale
187(1)
The Secret Is to Ask Correctly
188(1)
The Preapproach
188(1)
The Presentation
189(1)
Product Delivery
189(1)
Service and Follow-Up
190(1)
Don't Mistreat the Referral
190(1)
Call Reluctance Costs You Money!
191(1)
Obtaining the Sales Interview
191(5)
The Benefits of Appointment Making
191(5)
Wireless E-mail Helps You Keep in Contact and Prospect
196(1)
Summary of Major Selling Issues
196(1)
Key Terms for Selling
197(1)
Sales Application Questions
197(1)
Sales World Wide Web Exercises
198(1)
Research a Company of Your Choice!
198(1)
Further Exploring the Sales World
198(1)
Selling Experiential Exercise
198(2)
Your Attitude toward Selling
198(1)
Canadian Equipment Corporation
199(1)
Montreal Satellites
199(1)
Planning the Sales Call Is a Must!
200(24)
Strategic Customer Sales Planning---The Preapproach
201(9)
Mutually Beneficial Agreements
202(1)
The Customer Relationship Model
203(1)
Reasons for Planning the Sales Call
203(1)
Elements of Sales Call Planning
204(1)
Always Have a Sales Call Objective
205(5)
The Prospect's Mental Steps
210(1)
Attention
211(1)
Interest
211(1)
Desire
211(1)
Conviction
211(1)
Purchase or Action
211(1)
Overview of the Sales Process
211(3)
Summary of Major Selling Issues
214(1)
Key Terms for Selling
215(1)
Sales Application Questions
215(1)
Sales World Wide Web Exercises
216(1)
Planning Your Sales Call on Dell Computer: Location, Travel, Maps, Research
216(1)
Further Exploring the Sales World
216(1)
Selling Experiential Exercise
217(1)
Plan Your Appearance---It Projects Your Image!
217(1)
Student Application Learning Exercises (Sales)
217(3)
Part 3 of 7
217(1)
Ms. Hansen's Mental Steps in Buying Your Product
218(1)
Machinery Lubricants, Inc.
219(1)
Appendix: ACT! To Create Customers for Life!
220(4)
Carefully Select Which Sales Presentation Method to Use
224(24)
Sales Presentation Strategy
225(1)
Sales Presentation Methods---Select One Carefully
226(15)
The Memorized Sales Presentation
226(3)
The Formula Presentation
229(1)
The Need-Satisfaction Presentation
230(4)
The Problem-Solution Presentation
234(1)
The Group Presentation
234(3)
Negotiating So Everyone Wins
237(4)
What Is the Best Presentation Method?
241(1)
Sales Presentations Go High Tech
241(1)
Select the Presentation Method, Then the Approach
241(1)
Summary of Major Selling Issues
241(1)
Key Terms for Selling
242(1)
Sales Application Questions
243(1)
Further Exploring the Sales World
243(1)
Selling Experiential Exercise
243(1)
Is Selling for You?
243(1)
Sales World Wide Web Exercises
244(4)
Can You Improve Your Presentation?
244(1)
Cascade Soap Company
244(1)
A Retail Sales Presentation
245(1)
Negotiating with a Friend
246(2)
Begin Your Presentation Strategically
248(28)
The Right to Approach
250(1)
The Approach---Opening the Sales Presentation
250(13)
Your Attitude During the Approach
250(1)
The First Impression You Make Is Critical to Success
251(2)
Small Talk Warms 'Em Up
253(1)
The Situational Approach
253(1)
Opening with Statements
254(2)
Demonstration Openings
256(1)
Opening with Questions
257(6)
Technology in the Approach
263(1)
Using Questions Results in Sales Success
263(3)
The Direct Question
263(1)
The Nondirective Question
264(1)
The Rephrasing Question
264(1)
The Redirect Question
264(1)
Three Rules for Using Questions
265(1)
Is the Prospect Still Not Listening?
266(1)
Be Flexible in Your Approach
266(1)
Summary of Major Selling Issues
267(1)
Key Terms for Selling
268(1)
Sales Application Questions
268(2)
Sales World Wide Web Exercises
270(1)
Can the World Wide Web Help Build Relationships?
270(1)
Further Exploring the Sales World
270(1)
Student Application Learning Exercises (SALES) Part 4 of 7
271(5)
The Thompson Company
272(1)
The Copy Corporation
272(1)
Electronic Office Security Corporation
273(3)
Elements of a Great Sales Presentation
276(32)
The Purpose of the Presentation
278(1)
Three Essential Steps within the Presentation
279(1)
Remember Your FABs!
280(1)
The Sales Presentation Mix
280(9)
Persuasive Communication
280(5)
Participation Is Essential to Success
285(1)
Proof Statements Build Believability
286(2)
The Visual Presentation---Show and Tell
288(1)
Visual Aids Help Tell the Story
289(1)
Dramatization Improves Your Chances
289(2)
Demonstrations Prove It
291(4)
A Demonstration Checklist
292(1)
Use Participation in Your Demonstration
293(1)
Reasons for Using Visual Aids, Dramatics, and Demonstrations
294(1)
Technology Can Help!
295(1)
The Ideal Presentation
296(1)
Be Prepared for Presentation Difficulties
296(3)
How to Handle Interruptions
296(1)
Should You Discuss the Competition?
297(1)
Be Professional
298(1)
Where the Presentation Takes Place
298(1)
Diagnose the Prospect to Determine Your Sales Presentation
299(1)
Summary of Major Selling Issues
299(1)
Key Terms for Selling
300(1)
Sales Application Questions
300(2)
Sales World Wide Web Exercises
302(1)
High-Tech Presentations!
302(1)
Further Exploring the Sales World
302(1)
Student Application Learning Exercises (SALES) Part 5 of 7
302(6)
Dyno Electric Cart Company
303(1)
Major Oil, Inc.
304(4)
Welcome Your Prospect's Objections
308(34)
Welcome Objections!
309(1)
What Are Objections?
309(1)
When Do Prospects Object?
309(1)
Objections and the Sales Process
310(1)
Basic Points to Consider in Meeting Objections
310(6)
Plan for Objections
311(1)
Anticipate and Forestall
311(2)
Handle Objections as They Arise
313(1)
Be Positive
313(1)
Listen---Hear Them Out
313(1)
Understand Objections
313(3)
Six Major Categories of Objections
316(7)
The Hidden Objection
316(1)
The Stalling Objection
316(3)
The No-Need Objection
319(1)
The Money Objection
320(2)
The Product Objection
322(1)
The Source Objection
322(1)
Techniques for Meeting Objections
323(11)
The Dodge Neither Denies, Answers, nor Ignores
324(1)
Don't Be Afraid to Pass Up an Objection
325(1)
Rephrase an Objection As a Question
326(1)
Postponing Objections Is Sometimes Necessary
327(1)
Send It Back with the Boomerang Method
328(1)
Ask Questions to Smoke out Objections
329(2)
Use Direct Denial Tactfully
331(1)
The Indirect Denial Works
332(1)
Compensation or Counterbalance Method
333(1)
Let a Third Party Answer
333(1)
Technology Can Effectively Help Respond to Objections!
334(1)
After Meeting the Objection---What to Do?
334(2)
First, Use a Trial Close---Ask for Opinion
334(1)
Move Back into Your Presentation
334(1)
Move to Close Your Sale
335(1)
If You Cannot Overcome the Objection
335(1)
Summary of Major Selling Issues
336(1)
Key Terms for Selling
337(1)
Sales Application Questions
337(2)
Sales World Wide Web Exercises
339(1)
Finding People, Organizations, Maps, Areas, Phone, and Address
339(1)
Further Exploring the Sales World
339(1)
Student Application Learning Exercises (SALES) Part 6 of 7
339(3)
Ace Building Supplies
340(1)
Electric Generator Corporation (B)
341(1)
Closing Begins the Relationship
342(34)
When Should I Pop the Question?
343(1)
Reading Buying Signals
344(1)
What Makes a Good Closer?
345(2)
Ask for the Order and Be Quiet
346(1)
Get the Order---Then Move On!
346(1)
How Many Times Should You Close?
347(1)
Closing under Fire
347(1)
Difficulties with Closing
347(1)
Essentials of Closing Sales
348(2)
Prepare Several Closing Techniques
350(10)
The Alternative-Choice Close Is an Old Favorite
351(1)
The Assumptive Close
352(1)
The Compliment Close Inflates the Ego
352(1)
The Summary-of-Benefits Close Is Most Popular
353(1)
The Continuous-Yes Close Generates Positive Responses
354(1)
The Minor-Points Close Is Not Threatening
354(2)
The T-Account or Balance-Sheet Close Was Ben Franklin's Favorite
356(2)
The Standing-Room-Only Close Gets Action
358(1)
The Probability Close
358(1)
The Negotiation Close
359(1)
The Technology Close
360(1)
Prepare a Multiple-Close Sequence
360(1)
Close Based on the Situation
360(2)
Research Reinforces These Sales Success Strategies
362(1)
Keys to Improved Selling
363(1)
The Business Proposition and the Close
364(1)
Use a Visual Aid to Close
364(1)
When You Do Not Make the Sale
364(1)
Summary of Major Selling Issues
365(2)
Key Terms for Selling
367(1)
Sales Application Questions
367(2)
Sales World Wide Web Exercises
369(1)
Research Helps You Be a Better Closer!
369(1)
Further Exploring the Sales World
369(2)
Student Application Learning Exercises (SALES) Part 7 of 7
371(5)
Skaggs Omega
372(1)
Central Hardware Supply
372(1)
Furmanite Service Company---a Multiple-Close Sequence
373(3)
Service and Follow-up for Customer Retention
376(22)
Super Salespeople Discuss Service
377(1)
Relationship Marketing and Customer Retention
378(1)
The Product and Its Service Component
378(2)
Expectations Determine Service Quality
379(1)
Customer Satisfaction and Retention
380(1)
Excellent Customer Service and Satisfaction Require Technology
380(1)
So, How Does Service Increase Your Sales?
381(1)
Turn Follow-up and Service into a Sale
382(1)
Account Penetration Is a Secret to Success
382(2)
Service Can Keep Your Customers
384(2)
You Lose a Customer---Keep on Trucking
386(1)
Increasing Your Customer's Sales
386(2)
Returned Goods Make You a Hero
388(1)
Handle Complaints Fairly
389(1)
Build a Professional Reputation
390(1)
Dos and Don'ts for Business Salespeople
390(2)
Summary of Major Selling Issues
392(2)
Key Terms for Selling
394(1)
Sales Application Questions
394(1)
Sales World Wide Web Exercises
394(1)
What Is the Best Method to Determine Feedback?
394(1)
Further Exploring the Sales World
395(1)
Selling Experiential Exercise
395(3)
What's Your Attitude Toward Customer Service?
395(1)
California Adhesives Corporation
396(1)
Sport Shoe Corporation
396(2)
PART IV CAREERS IN SELLING
Time, Territory, and Self-Management: Keys to Success
398(24)
Customers Form Sales Territories
399(2)
Why Establish Sales Territories?
399(2)
Why Sales Territories May Not Be Developed
401(1)
Elements of Time and Territory Management
401(13)
Salesperson's Sales Quota
401(1)
Account Analysis
401(4)
Develop Account Objectives and Sales Quotas
405(1)
Territory-Time Allocation
405(1)
Return on Time Invested
406(3)
Customer Sales Planning
409(1)
Scheduling and Routing
409(3)
Using the Telephone for Territorial Coverage
412(1)
Territory and Customer Evaluation
413(1)
Summary of Major Selling Issues
414(1)
Key Terms for Selling
415(1)
Sales Application Questions
415(1)
Sales World Wide Web Exercises
416(1)
Time Is Money, So Make Every Minute Count!
416(1)
Further Exploring the Sales World
416(1)
Selling Experiential Exercise
417(5)
Your Selling Day: A Time and Territory Game
418(1)
Sally Malone's District---Development of an Account Segmentation Plan
419(3)
Retail, Business, Services, and Nonprofit Selling
422(24)
What Is Retailing?
423(1)
Career Opportunities
423(1)
Financial Rewards Are Excellent
424(1)
Nonfinancial Rewards Are Many
424(1)
Retailers Sell Like Organizational Salespeople
424(1)
The Retail Salesperson's Role
424(2)
Service Is the Key
424(1)
Working and Knowing Stock Is Necessary
424(1)
Personal Selling Is Where It's At
425(1)
Accurately Completing Transactions Is a Must
425(1)
Technology Builds Relationships
426(1)
Basic Retail Selling Process
426(2)
Two Pros Tell You How to Be Successful
428(1)
What's Different about the Business Market?
428(1)
Career Opportunities
429(1)
Selling the Business Product is Different
430(2)
Demand for Business Products
430(1)
Major Types of Business Purchases
431(1)
Product Characteristics
431(1)
Who Makes the Decisions around Here?
432(2)
Whom Should I Talk To?
434(1)
Purchasing Agents Are Rational Buyers
435(1)
Why Do Producers Buy?
435(1)
Technology Helps Salespeople on the Move
436(1)
Selling Services Is Challenging
436(2)
Characteristics of Services
437(1)
Selling Services Is the Most Challenging
438(1)
Nonprofit Selling---It's about Time!
438(2)
Business versus Nonprofit Selling
438(1)
Importance of Nonprofit Selling
439(1)
How Selling Is Used
439(1)
Selling Is Selling
440(1)
Summary of Major Selling Issues
440(1)
Key Terms for Selling
441(1)
Sales Application Questions
441(1)
Sales World Wide Web Exercises
442(1)
Comparing Places to Live for Your Salespeople
442(1)
Further Exploring the Sales World
442(1)
Selling Experiential Exercise
443(3)
What Are Your People Skills?
443(1)
Plimpton's Tire Service
444(1)
Competition Shoes, Inc.
444(2)
Notes 446(3)
Glossary 449


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