Wiley Pathways Selling

by Hopkins, Tom; Dalrymple, Douglas J.; Cron, William L.; DeCarlo, Thomas E.; Horvath, Terri

• ISBN13: 9780470111253
• ISBN10: 0470111259
• Edition: 1st
• Format: Paperback
• Copyright: 2007-03-09
• Publisher: Wiley

Summary

Where do you want to go? You might already be working in the sales field and may be looking to expand your skills. You might be setting out on a new career path. Or, you might want to learn more about exciting opportunities as a salesperson. Wherever you want to go, Wiley Pathways Selling will help you get there. Easy-to-read, practical, and up-to-date, this text not only helps you learn fundamental sales skills; it also helps you master the core competencies and skills you need to succeed in the classroom and in the real world. The book's brief, modular format and variety of built-in learning resources enable you to learn at your own pace and focus your studies.

Author Biography

Tom Hopkins, bestselling author of How to Master the Art of Selling, is a world-renowned sales trainer. Over 100,000 people attend his seminars every year, and 1 million more use his training videos.

Table of Contents

The Art of Selling	p. 1
The Life and Career of a Professional Salesperson	p. 1
Introduction	p. 2
Understanding the Universal Need for Sales	p. 2
Using Sales Skills	p. 2
The Concept of Selling	p. 3
Self-Check	p. 4
Using the Approaches of the Trade	p. 4
Person-to-Person	p. 4
Telemarketing	p. 5
Direct Mail	p. 5
E-Mail	p. 5
The Internet	p. 6
Self-Check	p. 6
Experiencing the Learning Curve	p. 6
Unconscious Incompetence	p. 6
Conscious Incompetence	p. 7
Conscious Competence	p. 7
Unconscious Competence	p. 7
Self-Check	p. 8
Describing the Ideal Sales Professional	p. 8
Creating the Selling Triangle	p. 8
The 10 Characteristics of a Successful Sales Professional	p. 8
Self-Check	p. 10
Shifting into High Gear: Professional Sales	p. 11
Preparing Before the Sales Pitch	p. 11
Maintaining Professionalism in Your Presentation	p. 12
Communicating Effectively	p. 13
Having Realistic Expectations	p. 14
Maintaining Your Discipline and Commitment	p. 15
Evaluating Yourself	p. 15
Self-Check	p. 16
Using Technology in Sales	p. 16
Self-Check	p. 18
Summary	p. 18
Key Terms	p. 19
Summary Questions	p. 20
Applying This Chapter	p. 21
You Try It	p. 22
Ethical and Legal Issues in Selling	p. 23
Introduction	p. 24
Making Ethical Decisions	p. 24
The Role of a Job Description in Ensuring Ethics	p. 26
The Role of the Business Environment in Ethics	p. 27
Ethics Training	p. 29
Self-Check	p. 29
Factors That Influence the Ethics of Salespeople	p. 30
Relativism and Idealism	p. 30
Machiavellianism	p. 30
Conventional Morality	p. 31
Self-Check	p. 32
Ethical Problems Salespeople Face	p. 32
Hiring and Firing	p. 32
House Accounts	p. 33
Expense Accounts	p. 33
Gifts for Buyers	p. 34
Bribes	p. 34
Entertainment	p. 35
Sexual Harassment	p. 36
Whistle-blowing	p. 37
Self-Check	p. 38
Relying on Government Regulation for Sales Ethics	p. 39
Reasons for Regulations	p. 39
Problems with Regulation	p. 39
Self-Check	p. 40
Summary	p. 40
Key Terms	p. 40
Summary Questions	p. 42
Applying This Chapter	p. 43
You Try It	p. 44
Preparing for the Sale	p. 45
Why People Buy	p. 45
Introduction	p. 46
Uncovering Needs and Wants	p. 46
Self-Check	p. 48
Developing the Seven Steps of the Sales Strategy	p. 49
Step 1: Prospecting	p. 49
Step 2: Original Contact	p. 50
Step 3: Qualification	p. 50
Step 4: Presentation	p. 51
Step 5: Addressing Concerns	p. 51
Step 6: Closing the Sale	p. 51
Step 7: Getting Referrals	p. 52
Self-Check	p. 52
Buying Motives	p. 52
Task Motives vs. Personal Buying Motives	p. 53
Transactional Relationship vs. Consultative Relationships	p. 54
Self-Check	p. 56
How Customers Make Buying Decisions	p. 56
The Standardized Model	p. 56
The Need-Satisfaction Model	p. 57
The Problem-Solution Model	p. 58
Thinking Outside the Models	p. 58
Self-Check	p. 59
Summary	p. 60
Key Terms	p. 60
Summary Questions	p. 62
Applying This Chapter	p. 62
You Try It	p. 64
Communication Skills for Relationship Building	p. 65
Introduction	p. 66
The Importance of Communication Skills in Sales	p. 66
Self-Check	p. 67
Developing Communication-Style Flexibility	p. 67
Believers	p. 67
Wheeler-dealers	p. 67
No-Nonsense Buyers	p. 68
Evaders	p. 68
Complainers	p. 68
Analyzers	p. 69
Power Seekers	p. 69
Disorganized and Controlling Buyers	p. 69
Cynics	p. 70
Self-Check	p. 70
Communication Do's and Don'ts	p. 71
Positive Nonverbal Messages	p. 71
Negative Nonverbal Messages	p. 72
Self-Check	p. 72
Vocabulary of a Great Salesperson	p. 72
Self-Check	p. 73
Listening to Your Clients	p. 73
Self-Check	p. 75
Cultural Considerations	p. 75
Unique Cultural Needs	p. 75
Getting Names Right	p. 76
Making an Appointment	p. 77
Presenting Your Business Card	p. 77
Respecting Personal Space	p. 78
Meeting and Greeting People	p. 78
Giving Gifts	p. 78
Choosing Your Words Wisely	p. 80
Self-Check	p. 80
Relationship Building	p. 80
The Evolution of a Relationship	p. 81
Relationship Binders	p. 81
Relating Skills	p. 85
Self-Check	p. 86
Summary	p. 87
Key Terms	p. 87
Summary Questions	p. 89
Applying This Chapter	p. 90
You Try It	p. 92
Prospecting	p. 93
Introduction	p. 94
Prospecting: An Introduction	p. 94
Self-Check	p. 95
Where to Find Prospects	p. 95
Current Customers	p. 95
Chambers of Commerce and Public Libraries	p. 96
The Internet	p. 97
List Brokers	p. 97
Your Current Contacts	p. 97
The Yellow Pages and Toll-Free Directories	p. 99
Your Colleagues and Other Professionals	p. 99
The Newspaper	p. 101
Self-Check	p. 101
Qualifying a Prospect	p. 101
Following the NEADS Formula	p. 102
Questioning Your Way to Success	p. 103
Self-Check	p. 106
Organizing Your Prospect Information	p. 106
An Organized Workspace	p. 107
Technological Tools	p. 107
Organization in Contacting Prospects	p. 109
Self-Check	p. 112
Developing a Prospecting and Sales Forecasting Plan	p. 112
Qualitative Methods	p. 113
Data Needed in Order to Use Qualitative Methods	p. 113
Quantitative Techniques	p. 117
Self-Check	p. 118
Summary	p. 118
Key Terms	p. 119
Summary Questions	p. 121
Applying This Chapter	p. 121
You Try It	p. 123
Planning a Sales Call	p. 124
Introduction	p. 125
Obtaining Knowledge	p. 125
The Product	p. 127
Your Customers	p. 128
Your Organization	p. 130
The Competition	p. 130
The Environment	p. 131
Self-Check	p. 132
Developing a Marketing Strategy	p. 133
Market Segmentation	p. 133
Target Marketing	p. 135
Positioning Strategy	p. 136
Understanding the Purchasing Process	p. 137
Self-Check	p. 138
Establishing Sales Presentation Objectives	p. 138
Self-Check	p. 140
Advocating Skills	p. 140
Self-Check	p. 140
Summary	p. 140
Key Terms	p. 141
Summary Questions	p. 143
Applying This Chapter	p. 143
You Try It	p. 145
The Selling Process	p. 146
Making a Sales Call	p. 146
Introduction	p. 147
Getting an Appointment	p. 147
Telephone Calls	p. 147
In-Person Calls	p. 150
Letters	p. 150
Third-Party Introductions	p. 151
Self-Check	p. 151
Making a First Impression	p. 151
Self-Check	p. 152
Approaching a Customer	p. 152
Managing Sales Call Anxiety and Motivation	p. 154
Courtesy and Common Sense	p. 155
Being Observant	p. 156
Self-Check	p. 156
Before Opening the Presentation	p. 157
Self-Check	p. 158
Using Attention-Getters	p. 158
Self-Check	p. 159
The Biggest Sales Mistakes	p. 159
Self-Check	p. 160
Summary	p. 160
Key Terms	p. 160
Summary Questions	p. 161
Applying This Chapter	p. 161
You Try It	p. 163
Elements of a Great Sales Presentation	p. 164
Introduction	p. 165
The Importance of the Sales Presentation	p. 165
Self-Check	p. 165
Components of a Successful Presentation	p. 165
Finding the Power Players	p. 166
Keeping the Presentation as Brief as Possible	p. 166
Handling Breaks	p. 167
Preparing Beforehand	p. 167
Customizing Your Materials	p. 169
Developing Your Selling Vocabulary	p. 169
Deciphering Body Language	p. 173
Being Comfortable with Long-Distance Presentations	p. 174
Establishing Trust	p. 175
Self-Check	p. 176
Solution Presentations	p. 176
Self-Check	p. 177
Adjuncts to a Presentation	p. 177
Product Specifications	p. 177
Written Proposals	p. 177
Self-Check	p. 179
Proof Devices for Effective Sales Presentations	p. 179
The Product	p. 179
Visual Aids	p. 180
Demonstrations	p. 182
Self-Check	p. 182
Summary	p. 183
Key Terms	p. 183
Summary Questions	p. 184
Applying This Chapter	p. 185
You Try It	p. 186
Responding to Objections	p. 187
Introduction	p. 188
Negotiating Buyer Concerns and Problems	p. 188
Self-Check	p. 189
Common Sources of Buyer Concerns	p. 189
Fear of Salespeople	p. 190
Fear of Failure	p. 191
Fear of Owing Money	p. 191
Fear of Deception	p. 192
Fear of Embarrassment	p. 192
Fear of the Unknovm	p. 193
Fear of Repeating Past Mistakes	p. 193
Fear Generated by Others	p. 194
Self-Check	p. 194
General Steps for Negotiating Buyer Concerns	p. 194
Self-Check	p. 194
Specific Steps in Negotiating Buyer Concerns	p. 195
Listening to the Ghent's Feelings	p. 195
Share the Concerns Without Judgment	p. 196
Clarifying the Real Issue by Asking Questions	p. 196
Problem-Solving by Presenting Options and Solutions	p. 197
Asking for Action to Determine Commitment	p. 200
Self-Check	p. 200
Summary	p. 201
Key Terms	p. 201
Summary Questions	p. 202
Applying This Chapter	p. 202
You Try It	p. 203
Closing a Sale	p. 204
Introduction	p. 205
Guidelines for Closing a Sale	p. 205
Focusing on Buying Motives	p. 206
Using Trial Closes to Gauge Interest	p. 206
Asking a Reflex Question	p. 208
Knowing What You Can Deliver	p. 208
Displaying Self-Confidence	p. 208
Asking for the Order More Than Once	p. 209
Recognizing Closing Cues	p. 209
Self-Check	p. 210
Closing Techniques	p. 211
The Basic Oral Close	p. 211
The Basic Written Close	p. 211
The Alternative Choice Close	p. 211
The Porcupine Method	p. 211
The Summary Close	p. 212
Sharp Angling	p. 212
The Higher Authority Close	p. 213
Advanced Closing Techniques	p. 214
Self-Check	p. 217
Dealing with "I Want to Think It Over"	p. 217
Self-Check	p. 218
Summary	p. 218
Key Terms	p. 218
Summary Questions	p. 220
Applying This Chapter	p. 221
You Try It	p. 222
After the Sale: Service to Build a Partnership	p. 223
Introduction	p. 224
Building Long-Term Partnerships	p. 224
Creating More Value for the Customer	p. 225
Achieving Successful Sales	p. 226
Self-Check	p. 227
Customer Service Methods That Strengthen a Partnership	p. 227
Cross-Selling and Up-Selling to Grow Sales	p. 228
Following Up	p. 223
Sending Thank-You Notes	p. 230
Self-Check	p. 231
Preplanning Your Service Strategy	p. 232
Self-Check	p. 234
Getting Referrals	p. 234
Self-Check	p. 236
Summary	p. 236
Key Terms	p. 236
Summary Questions	p. 238
Applying This Chapter	p. 239
You Try It	p. 240
Managing Yourself and Your Career	p. 241
Time and Territory Management: Keys to Success	p. 241
Introduction	p. 242
Managing Yourself	p. 242
Self-Discipline	p. 242
Good Habits	p. 244
Self-Check	p. 245
Time Management	p. 245
Time Traps	p. 246
Professional Selling Efficiency	p. 250
Productivity Gains	p. 250
Self-Check	p. 251
Suggestions for Time Management	p. 252
Self-Check	p. 255
Territory Management	p. 255
What Territory Management Involves	p. 256
Territory Design	p. 256
Sales Call Plans	p. 257
Self-Check	p. 258
Summary	p. 258
Key Terms	p. 258
Summary Questions	p. 260
Applying This Chapter	p. 261
You Try It	p. 262
Managing and Training Others	p. 263
Introduction	p. 264
Sales Management Functions	p. 264
Self-Check	p. 265
Recruitment and Selection of Salespeople	p. 265
The Planning Process	p. 266
Recruiting Salespeople	p. 266
Selecting Salespeople	p. 267
Interviewing Salespeople	p. 269
Avoiding Nine Common Recruiting Mistakes	p. 270
Validating the Hiring Process	p. 272
Self-Check	p. 273
Orientation and Training	p. 273
The Benefits of a Training Program	p. 273
Planning for Training	p. 275
Self-Check	p. 276
Team Building	p. 276
Self-Check	p. 277
Sales Force Motivation	p. 277
Individual Needs	p. 278
Career Stages	p. 280
Incentive and Recognition Programs	p. 280
Self-Check	p. 283
Compensation Plans	p. 283
Expense Reimbursement	p. 285
Benefits	p. 285
Self-Check	p. 285
Assessing Sales Force Productivity	p. 286
Six Insights for Evaluation and Control Systems	p. 287
Self-Check	p. 288
Summary	p. 289
Key Terms	p. 289
Summary Questions	p. 291
Applying This Chapter	p. 292
You Try It	p. 294
Endnotes	p. 295
Glossary	p. 301
Index	p. 312
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