9780618356904

In line with students' current career goals,Personal Sellingfocuses almost exclusively on professional business-to-business selling rather than retail selling. The authors' latest research on customer loyalty and relationship marketing further distinguishesPersonal Sellingfrom 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. In addition, the authors address the use of technology tools and services that facilitate, as well as prevent, sales.

Note: Each chapter includes a Summary, Key Terms, Chapter Review Questions, Topics for Thought and Class Discussion, and Projects for Personal Growth
Overview of Personal Selling
Introduction to Personal Selling: It's a Great Life!
Who Sells?
Professional Personal Selling: A New 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
Selling as a Career
Careers for Different Types of Individuals
You Want to be a Salesperson?
Decisions! Decisions!
Which Career Path Should I Choose?
The Ever-Changing
Personal Selling
Environment Megatrends
Affecting Personal Selling
Adapting to Megatrends
Professional Salespeople as Micro-Marketing Managers
We're Trying to Cut Costs
We Can't Afford Laptops Now!
Savoring Success and Contemplating the Future
The Personal Selling Process
Prospecting for and Qualifying Prospects: Filling the Salesperson's
"Pot of Gold" Stages in the Personal Selling
Process Prospecting for and Qualifying Prospects
The Prospecting Plan Prospects: The Salesperson's Pot of Gold
Prospecting by Driving Around
When Cold Calling Turns Cold
Planning the Sales Call: Steps to a Successful Approach
Importance of Planning the Sales
Call Planning for the Sales
Call: Six Steps to Preapproach Success
Initial Call Reluctance--Sales
Stage Fright Approaching the Prospect
Greeting the Prospect
Interaction with the Receptionist
Improving One's Self-Image
The Really Cold Initial Sales Call
Approaching Prospects to Sell a "Gotta Have It" Product
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
Self-Analysis of a Sales Presentation
What Makes Him So Successful?
Negotiating Sales Resistance and Objections for "Win-Win" Agreements
What Are Buyer Objections and Resistance?
Kinds of Objections Identifying and Dealing with the Prospect's Key
Objection Negotiating with Prospects and Customers
Planning for Objections
Specific Techniques for Negotiating Buyer
Objections A Major Nemesis: Price Resistance
Negotiating Price with a Taskmaster
Learning to Handle Prospect Objections
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
Talk, Talk, Talk!
She's Got Personality...and a Lot More!
Following Up: Keeping Customers Satisfied and Loyal
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
Addressing Customer Problems: Service or Disservice?
A Slam-Dunk That Really Hurts
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
Now What Am I Going to Do?
Do I Really Have to Worry
About All These People?
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 Markets Sales
Management Information Systems
Case 10.1 Gee, What Could Have Gone Wrong?
Case 10.2 I'll Cook His Goose
Communicating Effectively with Diverse Customers
tWhat Is Communication?
tDeveloping Communication Skills Communication
tStyles Communication and Trust Building
Mirror, Mirror on the Wall
He Keeps Going and Going and Going
Managing Your Time and Your Territory
Self-Management Effectiveness and Efficiency Sales
Activities Setting Priorities
Account and Territory Management
Working Smarter
Time Is No Object
Working Smarter...or Just Harder?
Achieving Success in Personal Selling
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 Ethics and Regulation in International Sales
Making Ethical Decisions
It's the Short-Run That Matters Most!
Affable...or Overly Affectionate?
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
Developing Strategies to Obtain a Good Job
A Tale of Three "Brothers"
Notes
Glossary
Name Index
Organization Index
Subject Index
Table of Contents provided by Publisher. All Rights Reserved.

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Personal Selling

0618356908

Summary

Table of Contents

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