Professional Selling A Trust-Based Approach

by Ingram, Thomas N.; LaForge, Raymond W.; Avila, Ramon A.; Schwepker, Charles H.; Williams, Michael R.

• ISBN13: 9780324191110
• ISBN10: 0324191111
• Edition: 2nd
• Format: Paperback
• Copyright: 2003-04-24
• Publisher: South-Western College Pub

Summary

This text provides comprehensive coverage of contemporary professional selling by integrating recent sales research with leading personal selling practices. Professional Sellingà ;'s chapters can be mixed and matched with sales management chapters from Ingramà ;'s Sales Management, Fifth Edition to create an outstanding customized sales course. This highly experienced author team draws on their industry and academic experience to blend the most recent research findings with illustrated best practices in professional selling.

Table of Contents

Overview of Personal Selling	1	(28)
American Express Customizes Its Sales Messages	1	(1)
Evolution of Personal Selling	1	(3)
Origins of Personal Selling	2	(1)
Industrial Revolution Era	2	(1)
Post-Industrial Revolution Era	3	(1)
War and Depression Era	3	(1)
Professionalism: The Modern Era	4	(1)
Contributions of Personal Selling	4	(2)
Salespeople and Society	4	(1)
Salespeople and the Employing Firm	5	(1)
Salespeople and the Customer	6	(1)
Classification of Personal Selling Approaches	6	(6)
Stimulus Response Selling	7	(2)
Mental States Selling	9	(1)
Need Satisfaction Selling	9	(1)
Problem-Solving Selling	10	(1)
Consultative Selling	11	(1)
Sales Process	12	(2)
Summary	14	(4)
Making Professional Selling Decisions	18	(3)
Biomod, Inc.	18	(1)
Plastico, Inc.	19	(2)
Appendix 1-Sales Careers	21	(1)
Characteristics of Sales Careers	21	(2)
Job Security	21	(1)
Advancement Opportunities	21	(1)
Immediate Feedback	22	(1)
Prestige	22	(1)
Job Variety	22	(1)
Independence	23	(1)
Compensation	23	(1)
Classification of Personal Selling Jobs	23	(2)
Sales Support	23	(1)
New Business	24	(1)
Existing Business	24	(1)
Inside Sales	25	(1)
Direct-to-Consumer Sales	25	(1)
Combination Sales Jobs	25	(1)
Qualifcations and Skills Required for Success by Salespersons	25	(4)
Empathy	26	(1)
Ego Drive	26	(1)
Ego Strength	27	(1)
Interpersonal Communication Skills	27	(1)
Enthusiasm	27	(1)
Comments on Qualifications and Skills	27	(2)
Part 1- The Foundations of Professional Selling	29	(104)
Building Trust and Sales Ethics	31	(28)
Why Building Relationships and Trust Are Important to Gary Schliessman and Associates	31	(2)
What Is Trust?	32	(1)
Why Is Trust Important?	33	(1)
How to Earn Trust	34	(4)
Expertise	34	(1)
Dependability	35	(1)
Candor	35	(1)
Customer Orientation	36	(1)
Compatibility/Likeability	37	(1)
Knowledge Bases Help Build Trust and Relationships	38	(5)
Industry and Company Knowledge	38	(2)
Product Knowledge	40	(1)
Service	40	(1)
Promotion and Price	40	(1)
Market and Customer Knowledge	41	(1)
Competitor Knowledge	41	(1)
Technology Knowledge	42	(1)
Sales Ethics	43	(6)
Image of Salespeople	45	(2)
How Are Companies Dealing with Sales Ethics?	47	(2)
Summary	49	(6)
Making Professional Selling Decisions	55	(4)
Schmidt Business Forms	55	(1)
Sales Ethics: A Case Study	56	(3)
Understanding Buyers	59	(44)
Nick LaRoche: Unrecognized Opportunities Become Organizational Buying Motives	59	(1)
Types of Buyers	60	(3)
Distinguishing Characteristics of Business Markets	61	(2)
The Buying Process	63	(11)
Recognition of the Problem or Need: The Needs Gap	65	(3)
Determination of the Characteristics of the Item and the Quantity Needed	68	(1)
Description of the Characteristics of the Item and the Quantity Needed	68	(1)
Search for and Qualification of Potential Sources	69	(1)
Acquisition and Analysis of Proposals	69	(3)
Evaluation of Proposals and Selection of Suppliers	72	(1)
Selection of an Order Routine	72	(1)
Performance Feedback and Evaluation	72	(2)
Types of Purchasing Decisions	74	(2)
Straight Rebuys	74	(1)
New Tasks	75	(1)
Modified Rebuys	76	(1)
Understanding Communication Styles	76	(3)
Mastering Communication Style Flexing	79	(6)
Multiple Buying Influences	85	(1)
Current Developments in Purchasing	86	(3)
Increasing Use of Information Technology	86	(1)
Relationship Emphasis on Cooperation and Collaboration	87	(1)
Supply Chain Management	88	(1)
Increased Outsourcing	88	(1)
Target Pricing	89	(1)
Increased Importance of Knowledge and Creativity	89	(1)
Summary	89	(10)
Assertiveness Scale	95	(1)
Responsiveness Scale	96	(3)
Making Professional Selling Decisions	99	(4)
Candoo Computer Corpoartion	99	(2)
American Seating Company	101	(2)
Communication Skills	103	(30)
Capturing the Power of Collaborative Communication in Personal Selling	103	(1)
Sales Communication as a Collaborative Process	104	(1)
Verbal Communication: Questioning	105	(8)
Types of Questions Classified by Amount and Specificity of Information Desired	106	(1)
Types of Questions Classified by Strategic Purpose	107	(1)
Strategic Application of Questioning in Personal Selling	108	(1)
SPIN Questioning System	109	(1)
ADAPT Questioning System	110	(3)
Verbal Communication: Listening	113	(5)
Using Different Types of Listening	116	(2)
Verbal Communication: Giving Information	118	(1)
Understanding the Superiority of Pictures Over Words	119	(1)
Impact of Grammar and Logical Sequencing	119	(1)
Nonverbal Communication	119	(4)
Facial Expressions	120	(1)
Eye Movements	120	(1)
Placement and Movements of Hands, Arms, Head, and Legs	120	(1)
Body Posture and Orientation	121	(1)
Proxemies	121	(1)
Variations in Voice Characteristics	122	(1)
Using Nonverbal Clusters	122	(1)
Summary	123	(8)
Making Professional Selling Decisions	131	(2)
Pre-Select, Inc.	131	(1)
STAGA Financial Services	132	(1)
Part 2- initiating Customer Relationships	133	(50)
Prospecting and Preapproach	135	(22)
Make the Most of Your Selling Time by Calling on the Right Prospects	135	(1)
The Challenges of Prospecting	136	(10)
Strategic Prospecting	136	(4)
Locating Prospects	140	(4)
Personal Contact Sources	144	(1)
Qualifying Prospects	145	(1)
The Preapproach: Gathering and Studying Precall Information	146	(4)
Obtaining Precall Information on the Buyer	147	(1)
Gathering Information on the Prospect's Organization	147	(1)
Sources of Information	148	(1)
Determining Other Buyers' Influences	149	(1)
Summary	150	(4)
Making Professional Selling Decisions	154	(3)
How to Prospect for New Customers	154	(1)
Prospecting and Gaining Precall Information	154	(3)
Planning the Presentation and Approaching the Customer	157	(26)
Planning the Presentation and Approaching the Customer	157	(1)
Sales Presentation Planning	158	(1)
Sales Presentation Format	158	(2)
Canned Sales Presentations	158	(2)
Organized Presentations	160	(6)
Written Sales Proposals	162	(4)
Sales Presentation Checklist	166	(6)
Sequence of the Sales Presentation and planning the Initial Sales Call	172	(1)
Sales Mix Model	173	(1)
Approaching the Customer	174	(4)
Getting an Appointment	174	(1)
Starting the Sales Call	175	(1)
Initiating Contact	175	(2)
Assessing the Situation and Discovering Needs through ADAPT	177	(1)
Summary	178	(4)
Making Professional Selling Decisions	182	(1)
The New Salesperson	182	(1)
The Overhead Door Company	182	(1)
Part 3- Developing Customer Relationships	183	(54)
Sales Presentation Delivery	185	(30)
How Effective Are Your Presentations?	185	(1)
Needs-Gap Analysis: Selecting Appropriate Customer Offerings by Assessing Needs	186	(1)
Creating Value: Linking Solutions to Needs	187	(1)
Benefit Selling: Features, Potential Benefits, and Confirmed Benefits	187	(3)
Ordering Selling Points for Effectiveness	190	(2)
Buying Motives	190	(1)
The SELL Sequence for Effective Presentations	190	(2)
Assessing Buyer Responses to the Feature-Benefit Presentation	192	(1)
Sales Aids for Maximizing Presentation Effectiveness	193	(10)
Verbal Support	194	(2)
Sales Call Setting	196	(1)
Proof Providers	197	(2)
Visual Aids	199	(2)
Electronic Media	201	(1)
Using Tools and Sales Aids in the Presentation	202	(1)
Group Sales Presentations	203	(4)
Sales Tactics for Selling to Groups	204	(1)
Handling Questions in Group Presentations	205	(2)
Summary	207	(5)
Making Professional Selling Decisions	212	(3)
Texas Paint & Coatings (TPC)	212	(1)
All Risk Insurance and National Networks	212	(3)
Addressing Concerns and Earning Commitment	215	(22)
Sales Resistance is a Positive!	215	(1)
Anticipating and Negotiating Concerns and Resistance	216	(9)
Reasons Why Prospects Raise Objections	216	(1)
Types of Objections	217	(4)
Using LAARC: A Process for Negotiating Buyer Resistance	221	(1)
Methods for Responding to Objections	222	(3)
Summarizing Solutions to Confirm Benefits	225	(1)
Securing Commitment and Closing	225	(6)
Guidelines for Earning Commitment	226	(2)
Techniques to Earn Commitment	228	(1)
Probe to Earn Commitment	229	(1)
Traditional Methods	230	(1)
Summary	231	(3)
Making Professional Selling Decisions	234	(3)
Thompson Engineering	234	(1)
Data Computers	234	(3)
Part 4- Enhancing Customer Relationships	237	(60)
Adding Value: Follow-Up	239	(24)
The Importance of Follow-up and Adding Value with Existing Customers	239	(1)
Assess Customer Satisfaction	240	(2)
Harness Technology to Enhance Follow-up and Buyer-Seller Relationships	242	(1)
Assure Customer Satisfaction	243	(9)
Provide Useful Information	244	(3)
Expedite Orders and Monitor Installation	247	(1)
Train Customer Personnel	247	(1)
Correct Billing Errors	247	(1)
Remember the Customer After the Sale	248	(1)
Resolve Complaints and Encourage Critical Encounters	248	(4)
Maintain Open, Two-Way Communication	252	(1)
Expand Collaborative Involvement	252	(1)
Work to Add Value and Enhance Mutual Opportunities	252	(3)
Provide Quality Customer Service	252	(2)
Customer Expectations	254	(1)
Develop a Service Strategy	254	(1)
Customer Service Dimensions	255	(1)
Summary	255	(5)
Making Professional Selling Decisions	260	(3)
The Reluctant Salesforce	260	(1)
Whatever It Takes to Get the Order	260	(3)
Adding Value: Self-Leadership and Teamwork	263	(34)
UPS Account Executives Achieve Highest Sales Performance Ratings Through Teamwork and Collaboration	263	(1)
Effective Self-Leadership	264	(16)
Setting Goals and Objectives	264	(3)
Territory Analysis and Account Classification	267	(3)
Development and Implementation of Strategies and Plans	270	(4)
Tapping Technology and Automation	274	(5)
Assessment of Performance and Goal Attainment	279	(1)
Increasing Customer Value Through Teamwork	280	(4)
Internal Partnerships and Teams	280	(2)
Building Teamwork Skills	282	(2)
Summary	284	(9)
Making Professional Selling Decisions	293	(4)
Emron Control Corp.	293	(1)
Mark Cassidy and Milligan Adhesives Corporation	294	(3)
Glossary	297	(10)
Notes	307	(6)
Web Index	313	(6)
Index	319