Personal Selling : Building Customer Relationships and Partnerships

by Anderson, Rolph E.; Dubinsky, Alan J.; Mehta, Rajiv

• ISBN13: 9780618645701
• ISBN10: 0618645705
• Edition: 1st
• Format: Hardcover
• Copyright: 2006-03-10
• Publisher: Cengage Learning

Summary

In line with students' current career goals,Personal Sellingfocuses exclusively on professional business-to-business selling rather than retail selling. Early introduction of the Personal Selling Process (PSP) engages students from the beginning, with tools for converting prospects into customers. The authors' latest research on customer loyalty and relationship marketing further distinguishes Personal Selling from other titles, which focus less on these pressing issues. Strategies for achieving long-term customer loyalty underscore how attracting, cultivating, and retaining satisfied customers leads to higher profitability for salespeople and their organizations. Clear, conversational writing allows students to easily understand the authors' research and analysis of the field. The Second Edition includes an updated discussion of technology tools and services that facilitate sales. Chapter 2 explores the behavioral, technological, and managerial forces affecting personal selling today, and discusses numerous inexorable changes within each. In addition to new examples and photos, a new feature follows an actual sales professional through the various aspects of his job. New!Revised and reorganized, Chapter 3--now titled "Ethics and Legal Considerations in Personal Selling"--covers ethical issues that arise when dealing with prospects and customers, co-workers, and the company. Unlike other personal selling texts, the chapter also discusses sexual harassment in the workplace. New!For the Second Edition, the authors have enhanced the text's real-world focus by incorporating current research, examples, and cases from actual companies. New!NewPersonal Profilesfocus on salespeople from diverse backgrounds, demonstrating that there is no stereotypical profile of a successful salesperson. Five of the profiles are new to this edition and include interviews with representatives from Beiersdorf, DHL, and Samsung. In addition, a specific salesperson is profiled in the core chapters to illustrate the personal selling process. New!To increase the text's visual appeal, the Second Edition features a colorful, contemporary design and new photographs in every chapter, as well as five new icons that signal the following pedagogical features:On the Frontlines, It's Up to You, From the Command Post, Keeping Up Online,and enhanced online content. Updated!The impact of technology requires today's sales professional to be more tech savvy than ever. Chapter 2, "The Dynamic Personal Selling Environment," focuses on the empowerment of salespeople who use the latest technology in order to achieve customer satisfaction and loyalty. With respect to the Internet, the text covers the use of blogs, pod-casting, screen sharing, video conferencing, and personalized e-mails in the sales process. All chapters conclude with a set of key terms, chapter review questions, topics for thought and class discussion, new role-play exercises, new Internet research exercises, projects for personal growth, and a case. An additional case is found online.

Table of Contents

Preliminary Contents

Overview of Personal Selling

Introduction to Personal Selling: It's a Great Career!

Marketing and Personal Selling: Changing with the Times Personal Selling: A Fresh Look

What Is a Customer?

What Is a Product?

Diverse Roles of the Professional Salesperson

What Does a Professional Salesperson Do?

Using Technology to Sell Better Benefits of Professional

Personal Selling as a Career

Careers for Different Types of Individuals

Adjusting to the Dynamic Personal

Selling Environment Megatrends Affecting Personal

Selling Adapting to Megatrends Professional

Salespeople as Customer Relationship Managers

Ethical and Legal Considerations in Personal Selling What Are Ethics?

Ethical Concerns of Salespeople

The Company's Ethical Eyes and Ears in the Field

Behaving Ethically, Every Day Going Beyond

Ethics: Laws Affecting Business-to-Business

Personal Selling Bribery: Unethical Ethics and Regulation

Practices and Regulation in International Sales Making Ethical Decisions

The Personal Selling Process

Prospecting for and Qualifying Leads: Filling the Salesperson's "Pot of Gold" Stages in the Personal Selling Process

The Importance of Prospecting Prospecting for Leads

The Prospecting Plan Prospects: The Salesperson's Pot of Gold Qualifying: How a Lead Becomes a Prospect

Planning the Sales Call: Steps to a Successful Approach

Importance of Planning the Sales Call

Planning for the Sales Call: Seven Steps To Preapproach Success

Initial Call Reluctance--Sales "Stage Fright" Interaction with the Receptionist Approaching the Prospect Greeting the Prospect Improving One's Self-Image

Sales Presentation and Demonstration: The Pivotal Exchange

The First Sales Call and the Sales Presentation

Planning the Sales Presentation

General Guidelines for Effective Sales Presentations

Sales Presentations to Groups

Sales Presentation Strategies

Adaptive Versus Canned Sales Presentations

Written Presentations Selling the Long-Term Relationship

Negotiating Sales Resistance and Objections for "Win-Win"

What Are Buyer Objections and Resistance?

Planning for Objections Different Forms of Objections

Identifying and Dealing with the Prospect's Key Objection

Negotiating with Prospects and Customers

Specific Techniques for Negotiating Buyer Objections

A Major Nemesis: Price Resistance

Confirming and Closing the Sale: Start of the Long-Term Relationship Closing and Confirming the Sale Avoiding the Close

The Trial Close Principles of Persuasion in Closing

Closing Techniques Letting Customers

Close the Sale Silence Can Be Golden in Closing

Closing Mistakes

How Do You Handle Sales Rejection?

Immediate Post-Sale Activities

Following Up and Servicing the Account: Building Strategic Partnerships

By Keeping Customers Satisfied and Loyal

The Nature of Buyer-Seller interactions

What Is Customer Service?

Importance of Customer Satisfaction

Customer Follow-Up Strategies

Closing with the Customer Service

Team Keeping Up with Rising Customer Service

Expectations Evaluating Customer Service

Understanding and Communicating with Customers

Understanding Organizational Markets

What Organizational Buyers Want from Salespeople

Industrial Markets Resellers

Government Markets Not-for-Profit Markets

Negotiating Styles of Organizational Buyers

Business Orientation of Organizational

Buyers International Negotiations

Strategic Understanding of Your Company, Products, Competition, and Markets Strategic

Understanding of Your Company Strategic

Understanding of Your Products Strategic

Understanding of Your Competition Strategic

Understanding of Your Competition Strategic

Understanding of Your Markets

Communicating Effectively with Diverse Customers

What Is Communication?

Developing Communication Skills

Communication Styles Communication and Trust Building

Managing Your Time and Your Territory

Self-Management Effectiveness

And Efficiency Sales Activities

Setting Priorities Account And Territory Management

Working Smarter

Starting Your Personal Selling Career

Your Career in Sales

What Companies Look for in New Salespeople

How Companies Screen

You for a Sales Job

Selling Yourself to a Prospective Employer

Your Early Sales Career

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