9780324321036

Professional Selling A Trust-Based Approach

by ; ; ; ;
  • ISBN13:

    9780324321036

  • ISBN10:

    0324321031

  • Edition: 3rd
  • Format: Paperback
  • Copyright: 2005-04-08
  • Publisher: South-Western College Pub
  • View Upgraded Edition

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Supplemental Materials

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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

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