Professional Selling A Trust-Based Approach

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

• ISBN13: 9780324321036
• ISBN10: 0324321031
• Edition: 3rd
• Format: Paperback
• Copyright: 2005-04-08
• Publisher: South-Western College Pub

Summary

PROFESSIONAL SELLING 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, SIXTH 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	(20)
UPS Builds Trust and Long-Term Customer Relationships	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	(3)
Salespeople and Society	5	(1)
Salespeople and the Employing Firm	6	(1)
Salespeople and the Customer	7	(1)
Classification of Personal Selling Approaches	7	(6)
Stimulus Response Selling	9	(1)
Mental States Selling	9	(2)
Need Satisfaction Selling	11	(1)
Problem-Solving Selling	11	(1)
Consultative Selling	12	(1)
Sales Process	13	(2)
Summary	15	(3)
Making Professional Selling Decisions	18	(3)
Case 1.1: Biomod, Inc.	18	(1)
Case 1.2: Plastico, Inc.	19	(2)
Appendix 1- Sales Careers	21	(8)
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	(3)
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)
Qualifications and Skills Required for Success by Salespersons	26	(3)
Empathy	26	(1)
Ego Drive	26	(1)
Ego Strength	27	(1)
Interpersonal Communication Skills	27	(1)
Enthusiasm	27	(1)
Comments on Qualifications and Skills	28	(1)
Part 1- The Foundations of Professional Selling	29	(104)
Building Trust and Sales Ethics	31	(28)
The Importance of Trust	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/Likability	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	42	(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)
Case 2.1: Schmidt Business Forms	55	(1)
Case 2.2: Sales Ethics: A Case Study	56	(3)
Understanding Buyers	59	(44)
Understanding Your Buyers' Needs and Dreams Is the Key to Success	59	(1)
Types of Buyers	60	(3)
Distinguishing Characteristics of Business Markets	61	(2)
The Buying Process	63	(11)
Phase One---Recognition of the Problem or Need: The Needs Gap	65	(3)
Phase Two---Determination of the Characteristics of the Item and the Quantity Needed	68	(1)
Phase Three---Description of the Characteristics of the Item and the Quantity Needed	68	(1)
Phase Four---Search For and Qualification of Potential Sources	69	(1)
Phase Five---Acquisition and Analysis of Proposals	69	(3)
Phase Six---Evaluation of Proposals and Selection of Suppliers	72	(1)
Phase Seven---Selection of an Order Routine	72	(1)
Phase Eight---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	87	(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	(11)
Assertiveness Scale	96	(1)
Responsiveness Scale	97	(3)
Making Professional Selling Decisions	100	(3)
Case 3.1: Candoo Computer Corporation	100	(2)
Case 3.2: American Seating Company	102	(1)
Communication Skills	103	(30)
Capturing the Power of Collaborative Communication	103	(1)
Sales Communication as a Collaborative Process	104	(1)
Verbal Communication: Questioning	105	(9)
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	(4)
Verbal Communication: Listening	114	(5)
Using Different Types of Listening	115	(4)
Verbal Communication: Giving Information	119	(1)
Understanding the Superiority of Pictures Over Words	119	(1)
Impact of Grammar and Logical Sequencing	119	(1)
Nonverbal Communication	120	(3)
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)
Proxemics	121	(1)
Variations in Voice Characteristics	122	(1)
Using Nonverbal Clusters	122	(1)
Summary	123	(8)
The Selling Scenario	128	(3)
Making Professional Selling Decisions	131	(2)
Case 4.1: Pre-Select, Inc.	131	(1)
Case 4.2: Staga Financial Services	132	(1)
Part 2- Initiating Customer Relationships	133	(50)
Prospecting and Preapproach	135	(22)
Using Questions to Qualify Potential Customers	135	(1)
The Challenges of Prospecting	135	(11)
Strategic Prospecting	136	(3)
Locating Prospects	139	(4)
Personal Contact Sources	143	(2)
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	(5)
Making Professional Selling Decisions	155	(2)
Case 5.1: How to Prospect for New Customers	155	(1)
Case 5.2: Prospecting and Gaining Precall Information	155	(2)
Planning the Presentation and Approaching the Customer	157	(26)
Successful Sales Presentations Require Planning, Customer Focus	157	(1)
Sales Presentation Planning	157	(1)
Sales Presentation Format	158	(2)
Canned Sales Presentations	158	(2)
Organized Sales Presentations	160	(5)
Written Sales Proposals	162	(3)
Sales Presentation Checklist	165	(6)
Sequence of the Sales Presentation and Planning the Initial Sales Call	171	(1)
Sales Mix Model	172	(1)
Approaching the Customer	173	(4)
Getting an Appointment	173	(1)
Starting the Sales Call	174	(1)
Initiating Contact	174	(3)
Assessing the Situation and Discovering Needs through Adapt	177	(1)
Summary	177	(4)
Making Professional Selling Decisions	181	(2)
Case 6.1: The New Salesperson	181	(1)
Case 6.2: The Overhead Door Company	181	(2)
Part 3- Developing Customer Relationships	183	(54)
Sales Presentation Delivery	185	(30)
Kraft Presentations Use Technology that Focuses on the Customer	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	(3)
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	(2)
Proof Providers	198	(1)
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	(6)
Making Professional Selling Decisions	213	(2)
Case 7.1: Texas Paint and Coatings (TPC)	213	(1)
Case 7.2: All Risk Insurance and National Networks	213	(2)
Addressing Concerns and Earning Commitment	215	(22)
Addressing Concerns	215	(1)
Anticipate and Negotiate Concerns and Resistance	216	(10)
Reasons Why Prospects Raise Objections	216	(2)
Types of Objections	218	(1)
Need Objections	218	(1)
Product or Service Objections	219	(1)
Company or Source Objections	220	(2)
Using Laarc: A Process for Negotiating Buyer Resistance	222	(1)
Methods for Responding to Objections	223	(1)
Compensation	224	(1)
Questioning or Assessing	224	(2)
Summarizing Solutions to Confirm Benefits	226	(1)
Securing Commitment and Closing	226	(5)
Guidelines for Earning Commitment	227	(1)
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)
Case 8.1: Thompson Engineering	234	(1)
Case 8.2: Data Computers	234	(3)
Part 4- Enhancing Customer Relationships	237	(62)
Adding Value: Follow-Up	239	(26)
The Three R's of Selling: Research, Relationships, and Responsiveness	239	(2)
Assess Customer Satisfaction	241	(1)
Harness Technology to Enhance Follow-up and Buyer-Seller Relationships	241	(3)
Assure Customer Satisfaction	244	(8)
Provide Useful Information	245	(1)
Expedite Orders and Monitor Installation	246	(1)
Train Customer Personnel	247	(1)
Correct Billing Errors	248	(1)
Remember the Customer After the Sale	249	(1)
Resolve Complaints and Encourage Critical Encounters	249	(3)
Maintain Open, Two-Way Communication	252	(1)
Expand Collaborative Involvement	253	(1)
Work to Add Value and Enhance Mutual Opportunities	253	(3)
Provide Quality Customer Service	253	(2)
Customer Expectations	255	(1)
Develop a Service Strategy	255	(1)
Customer Service Dimensions	256	(1)
Summary	256	(6)
Making Professional Selling Decisions	262	(3)
Case 9.1: The Reluctant Salesforce	262	(1)
Case 9.2: Whatever It Takes to Get the Order	262	(3)
Adding Value: Self-Leadership and Teamwork	265	(34)
Capturing the Power of Setting Goals and Planning Sales Activities	265	(1)
Effective Self-Leadership	266	(16)
Stage One: Setting Goals and Objectives	267	(2)
Stage Two: Territory Analysis and Account Classification	269	(3)
Stage Three: Development and Implementation of Strategies and Plans	272	(6)
Stage Four: Tapping Technology and Automation	278	(4)
Stage Five: Assessment of Performance and Goal Attainment	282	(1)
Increasing Customer Value Through Teamwork	282	(5)
Internal Partnerships and Teams	282	(3)
Building Teamwork Skills	285	(2)
Summary	287	(8)
Making Professional Selling Decisions	295	(4)
Case 10.1: Emron Control Corp.	295	(1)
Case 10.2: Mark Cassidy and Milligan Adhesives Corporation	296	(3)
Experiential Exercises	299	(110)
Discovering Attitudes Toward Sales Careers	300	(3)
Words Which Identify Salespeople and a Sales Career	303	(3)
Salesperson and Buyer Interviews	306	(4)
What Are the Options?	310	(4)
How Salespeople Spend Their Time	314	(2)
What Attributes Are Essential to a Successful Sales Career?	316	(2)
Resume Writing I: Identifying Your Accomplishments and Skills	318	(5)
Resume Writing II: Preparing Your Resume	323	(8)
Resume Writing III: Developing a Marketing Letter	331	(3)
Ethics Scale	334	(3)
Building Relationships after the Sale	337	(2)
Comparing the Traditional Selling Process with the Process of Trust-Based Relationship Selling	339	(3)
Gathering Information about the Buyer	342	(3)
Key Questions During the Buying Process	345	(2)
Triggering the Buying Process---Needs Awareness	347	(3)
Activating the ADAPT Process for Developing and Confirming Customer Needs	350	(3)
Role Plays for ADAPTive Questioning	353	(4)
Effective Questioning	357	(3)
Thank-you Letters	360	(4)
Assessing the Effectiveness of Different Customer Contact Methods	364	(3)
Assessing the Lifetime Value of a Customer	367	(2)
Prospecting Effectiveness	369	(2)
Developing Feature and Benefit Statements for Your School	371	(3)
Presentation Effectiveness---Discussion Questions	374	(1)
Sales Call Planning Report	375	(6)
Helpful Hints for Sales Presentations	381	(2)
Generating Buying Involvement	383	(4)
Why Salespeople Fail to Gain Commitment	387	(1)
Gaining Commitment---Caution Signals	388	(2)
Reasons for Sales Resistance	390	(4)
Negotiating Buyer Resistance	394	(2)
Post-Presentation Follow-up: Analyzing a Sales Call	396	(3)
What to Do after Gaining Commitment	399	(2)
Enhancing Customer Relationships	401	(2)
Written Sales Proposals---Summarizing Quantitative Data	403	(2)
Gaining Commitment with Buying Teams	405	(4)
Glossary	409	(10)
Notes	419	(6)
Index	425