Selling Today : Creating Customer Value and ACT! CRM Software Pkg

by Manning, Gerald L; Reece, Barry L; Ahearne, Michael

• ISBN13: 9780132221771
• ISBN10: 0132221772
• Edition: 10th
• Format: Hardcover
• Copyright: 2010-01-01
• Publisher: Prentice Hall

Summary

For the Introductory level course in personal selling, sales, and/or tele-course in selling. Selling Today is a best-selling sales textbook because it integrates the concept of customer value at every step of the selling process.The tenth edition builds on the delivery of customer value by offering time-proven fundamentals and practical practices needed to succeed in today's world of sales and marketing.

Table of Contents

Preface	xxiii
Acknowledgments	xxxi
PART 1 Developing a Personal Selling Philosophy
Personal Selling and the Marketing Concept	4	(25)
Personal Selling---A Definition and a Philosophy	5	(1)
Personal Selling in the Age of Information	5	(3)
Major Advances in Information Technology	6	(1)
Strategic Resource Is Information	6	(1)
Business Is Defined by Customer Relationships	6	(1)
Sales Success Depends on Adding Value	7	(1)
Personal Selling as an Extension of the Marketing Concept	8	(2)
Evolution of the Marketing Concept	8	(1)
Marketing Concept Yields Marketing Mix	9	(1)
Important Role of Personal Selling	10	(1)
Evolution of Consultative Selling	10	(2)
Evolution of Strategic Selling	12	(7)
Strategic/Consultative Selling Model	14	(4)
Electronic Commerce, CRM, and the Complex Sale	18	(1)
Evolution of Partnering	19	(4)
Strategic Alliances---The Highest Form of Partnering	21	(1)
Partnering Is Enhanced with High Ethical Standards	22	(1)
Partnering Is Enhanced with Customer Relationship Management	22	(1)
Value Creation---The New Selling Imperative	23	(6)
Summary	25	(1)
Key Terms	25	(1)
Review Questions	26	(1)
Application Exercises	26	(1)
Role-Play Exercise	26	(1)
CRM Application Exercise	27	(1)
Video Case Problem	27	(1)
Partnership Selling: Role-Play/Simulation	28	(1)
Personal Selling Opportunities in the Age of Information	29	(25)
Personal Selling in the Age of Information	29	(4)
Customer Service Representatives	30	(1)
Professionals	31	(1)
Entrepreneurs	32	(1)
Managerial Personnel	33	(1)
Your Future in Personal Selling	33	(5)
Rewarding Aspects of Selling Careers	35	(1)
Opportunities for Women	36	(1)
Opportunities for Minorities	36	(2)
Employment Settings in Selling Today	38	(5)
Selling a Service	38	(2)
Selling for a Retailer	40	(1)
Selling for a Wholesaler	41	(1)
Selling for a Manufacturer	42	(1)
The Telemarketing Sales Channel	43	(1)
Learning to Sell	43	(11)
Corporate Sponsored Training	44	(1)
Training Provided by Commerical Vendors	44	(1)
Certification Programs	44	(1)
College and University Courses	44	(2)
Summary	46	(1)
Key Terms	47	(1)
Review Questions	47	(1)
Application Exercises	47	(1)
Role-Play Exercise	48	(1)
CRM Application Exercise	49	(1)
Case Problem	49	(2)
Part 1 Role Play Exercise	51	(3)
PART 2 Developing a Relationship Strategy
Creating Value with a Relationship Strategy	54	(26)
Developing a Relationship Strategy	54	(6)
Relationships Add Value	56	(1)
Partnering---The Highest-Quality Selling Relationship	56	(3)
Relationship Strategies Focus on Four Key Groups	59	(1)
Tailoring the Relationship Strategy	60	(1)
Thought Processes That Enhance Your Relationship Strategy	60	(3)
Self-Image---An Important Dimension of the Relationship Strategy	61	(1)
The Win-Win Philosophy	62	(1)
Character and Integrity	62	(1)
Verbal And Nonverbal Strategies That Add Value To Your Relationships	63	(7)
Nonverbal Messages	63	(4)
Effect of Appearance on Relationships	67	(1)
Effect of Voice Quality on Relationships	68	(1)
Effect of Manners on Your Relationships	69	(1)
Conversational Strategies That Enhance Relationships	70	(2)
Comments on Here and Now Observations	71	(1)
Compliments	71	(1)
Search for Mutual Acquaintances or Interests	72	(1)
Strategies for Self-Improvement	72	(8)
Summary	75	(1)
Key Terms	75	(1)
Review Questions	75	(1)
Application Exercises	76	(1)
Role-Play Exercise	77	(1)
CRM Application Exercise	78	(1)
Video Case Problem	78	(2)
Communication Styles: Managing Selling Relationships	80	(26)
Communication Styles---An Introduction to Managing Selling Relationships	81	(2)
Communication-Style Bias	81	(1)
Communication-Style Principles	82	(1)
Improving Your Relationship-Management Skills	83	(1)
Communication-Style Model	83	(12)
Dominance Continuum	84	(1)
Sociability Continuum	85	(1)
Four Styles of Communication	86	(8)
Popularity of the Four-Style Model	94	(1)
Determining Your Communication Style	94	(1)
Minimizing Communication-Style Bias	95	(5)
How Communication-Style Bias Develops	95	(1)
Achieving Interpersonal Versatility	96	(4)
Achieving Versatility Through Style Flexing	100	(6)
Selling to Emotives	100	(1)
Selling to Directors	100	(1)
Selling to Reflectives	100	(1)
Selling to Supportives	101	(1)
Word of Caution	101	(1)
Summary	101	(1)
Key Terms	102	(1)
Review Questions	102	(1)
Application Exercises	102	(2)
Role-Play Exercise	104	(1)
CRM Application Exercise	104	(1)
Case Problem	104	(2)
Ethics: The Foundation for Relationships in Selling	106	(24)
Making Ethical Decisions	107	(3)
Character Development	108	(1)
The Erosion of Character	108	(2)
Factors Influencing the Ethics of Salespeople	110	(10)
Top Management as Role Model	111	(1)
Company Policies and Practices	112	(4)
Sales Manager as Role Model	116	(1)
Salesperson's Personal Values	117	(2)
Laws, Contracts, and Agreements	119	(1)
A Personal Code of Ethics That Adds Value	120	(10)
The Trust Factor	122	(1)
Summary	123	(1)
Key Terms	123	(1)
Review Questions	124	(1)
Application Exercises	124	(1)
Role-Play Exercise	125	(1)
CRM Application Exercise	125	(1)
Case Problem	125	(2)
Part 2 Role Play Exercise	127	(3)
PART 3 Developing a Product Strategy
Creating Product Solutions	130	(26)
Developing a Product Solution That Adds Value	130	(7)
Selling Solutions	131	(2)
Explosion of Product Options	133	(1)
Creating Solutions with Product Configuration	134	(1)
Preparing Written Proposals	135	(2)
Becoming a Product Expert	137	(5)
Product Development and Quality Improvement Processes	138	(1)
Performance Data and Specifications	138	(1)
Maintenance and Service Contracts	139	(1)
Pricing and Delivery	140	(2)
Know Your Company	142	(3)
Company Culture and Organization	143	(1)
Company Support for Product	143	(2)
Know Your Competition	145	(1)
Your Attitude Toward Your Competition	145	(1)
Become an Industry Expert	146	(1)
Sources of Product Information	146	(2)
Product Literature, Catalogs, and Web-Based Sources	146	(1)
Plant Tours	147	(1)
Internal Sales and Sales Support Team Members	147	(1)
Customers	147	(1)
Product	148	(1)
Publications	148	(1)
Word of Caution	148	(1)
Adding Value with a Feature--Benefit Strategy	148	(8)
Distinguish between Features and Benefits	149	(1)
Use Bridge Statements	150	(1)
Identify Features and Benefits	150	(1)
Avoiding Information Overload	151	(1)
Summary	152	(1)
Key Terms	152	(1)
Review Questions	152	(1)
Application Exercises	153	(1)
Role-Play Exercise	153	(1)
CRM Application Exercise	154	(1)
Video Case Problem	154	(1)
Partnership Selling: A Role-Play/Simulation	155	(1)
Product-Selling Strategies That Add Value	156	(26)
Product Positioning---a Product Selling Strategy	157	(2)
Essentials of Product Positioning	158	(1)
Achieving Product Differentiation in Personal Selling	158	(1)
Redefining Products in the Age of Information	159	(3)
Product-Positioning Options	162	(20)
Selling New and Emerging Products versus Mature and Well-Established Products	162	(2)
Selling Products with a Price Strategy	164	(4)
Selling Your Product with a Value-Added Strategy	168	(5)
Value Creation Investments for Transactional, Consultative, and Strategic Alliance Buyers	173	(1)
Summary	174	(1)
Key Terms	175	(1)
Review Questions	175	(1)
Application Exercises	175	(1)
Role-Play Exercise	176	(1)
CRM Application Exercise	176	(1)
Case Problem	177	(2)
Part 3 Role Play Exercise	179	(3)
PART 4 Developing a Customer Strategy
The Buying Process and Buyer Behavior	182	(26)
Developing a Customer Strategy	183	(1)
Adding Value with a Customer Strategy	183	(1)
Complex Nature of Customer Behavior	183	(1)
Consumer versus Organizational Buyers	184	(3)
Types of Organizational Buying Situations	185	(2)
Types of Consumer Buying Situations	187	(1)
Achieving Alignment with the Customer's Buying Process	187	(4)
Steps in the Typical Buying Process	189	(2)
Understanding the Buying Process of the Transactional, Consultative, and Strategic Alliance Buyer	191	(3)
Transactional Process Buyer	191	(1)
Consultative Process Buyer	191	(1)
Strategic Alliance Process Buyer	192	(2)
Understanding Buyer Behavior	194	(14)
Basic Needs That Influence Buyer Behavior	194	(2)
Group Influences That Influence Buying Decisions	196	(3)
Perception---How Customer Needs Are Formed	199	(1)
Buying Motives	199	(4)
Summary	203	(1)
Key Terms	204	(1)
Review Questions	204	(1)
Application Exercises	204	(1)
Role-Play Exercise	205	(1)
CRM Application Exercise	205	(1)
Video Case Problem	206	(2)
Developing and Qualifying a Prospect Base	208	(28)
Prospecting---An Introduction	208	(2)
Importance of Prospecting	209	(1)
Prospecting Requires Planning	210	(3)
Prospecting Plans Must Be Assessed Often	212	(1)
Sources of Prospects	213	(10)
Referrals	213	(1)
Friends, Family Members, and Centers of Influence	214	(1)
Directories	214	(1)
Trade Publications	215	(1)
Trade Shows and Special Events	215	(1)
Telemarketing	216	(1)
Direct-Response Advertising and Sales Letters	217	(1)
Web Site	218	(1)
Computerized Database	219	(1)
Cold Calling	219	(2)
Networking	221	(1)
Educational Seminars	222	(1)
Prospecting by Nonsales Employees	223	(1)
Combination Approaches	223	(1)
Qualifying the Prospect	223	(1)
Organizing Your Prospect Information	224	(3)
Prospect as an Individual	226	(1)
Prospect as a Business Representative	226	(1)
Developing a Prospecting and Sales Forecasting Plan	227	(9)
Summary	228	(1)
Key Terms	229	(1)
Review Questions	229	(1)
Application Exercises	230	(1)
Role-Play Exercise	230	(1)
Case Problem	231	(1)
Questions	231	(1)
CRM Case Study	232	(1)
Part 4 Role Play Exercise	233	(3)
PART 5 Developing a Presentation Strategy
Approaching the Customer	236	(28)
Developing the Presentation Strategy	237	(2)
Presentation Strategy Adds Value	238	(1)
Planning the Preapproach	239	(7)
Establishing Presentation Objectives	240	(4)
Informative, Persuasive, and Reminder Presentation Objectives	244	(2)
Developing the Six-Step Presentation Plan	246	(1)
Planning the Presentation	246	(1)
The Approach	247	(17)
Establish Your Credibility Early	248	(1)
The Telephone Contact	248	(3)
The Social Contact	251	(1)
The Business Contact	252	(6)
Coming with Sales Call Reluctance	258	(1)
Selling to the Gatekeeper	259	(1)
Summary	259	(1)
Key Terms	260	(1)
Review Questions	260	(1)
Application Exercises	260	(1)
Role-Play Exercise	261	(1)
CRM Application Exercise	261	(1)
Video Case Problem	261	(1)
CRM Case Study	262	(1)
Partnership Selling: A Role-Play/Simulation	263	(1)
Creating the Consultative Sales Presentation	264	(28)
Consultative Sales Presentation	265	(3)
Part One---Need Discovery	266	(1)
Part Two---Selection of the Solution	267	(1)
Part Three---Need Satisfaction Through Informing, Persuading, or Reminding	267	(1)
Part Four---Servicing the Sale	268	(1)
Need Discovery Activities That Create Value	268	(10)
Asking Questions	269	(6)
Listening and Acknowledging the Customer's Response	275	(3)
Establishing Buying Motives	278	(1)
Selecting Solutions That Add Value	278	(3)
March Specific Benefits with Buying Motives	279	(1)
Configure a Solution	279	(1)
Make Appropriate Recommendations	280	(1)
Need Satisfaction---Selecting a Presentation Strategy	281	(1)
Informative Presentation Strategy	281	(1)
Persuasive Presentation Strategy	282	(1)
Reminder Presentation Strategy	282	(1)
Developing a Persuasive Presentation Strategy That Creates Value	282	(3)
Place Special Emphasis on the Relationship	283	(1)
Sell Specific Benefits and Obtain Customer Reactions	283	(1)
Minimize the Negative Impact of Change	284	(1)
Place the Strongest Appeal at the Beginning or End	284	(1)
Target Emotional Links	284	(1)
Use Metaphors, Stories, and Testimonials	284	(1)
General Guidelines for Creating Value-Added Presentations	285	(7)
Strengthen the Presentation Strategy with an Effective Demonstration	285	(1)
Preplan Methods for Negotiating and Closing the Sale	285	(1)
Preplan Customer Service Methods That Add Value	286	(1)
Keep Your Presentation Simple and Concise	286	(1)
The Consultative Sales Presentation and the Transactional Buyer	287	(1)
Summary	287	(1)
Key Terms	288	(1)
Review Questions	288	(1)
Role-Play Application Exercises for ``Questioning'' Video Series	288	(1)
CRM Application Exercise	289	(1)
Video Case Problem	289	(2)
CRM Case Study	291	(1)
Partnership Selling: A Role-Play/Simulation	291	(1)
Creating Value with the Sales Demonstration	292	(26)
Importance of the Sales Demonstration	292	(6)
Improved Communication and Retention	293	(1)
Proof of Buyer Benefits	294	(3)
Feeling of Ownership	297	(1)
Quantifying the Solution	297	(1)
The Value Proposition Revisited	297	(1)
Planning Demonstrations That Add Value	298	(7)
Develop Creative Demonstrations	299	(1)
Use Custom-Fitted Demonstrations	299	(1)
Choose the Right Setting	300	(1)
Check Sales Tools	300	(1)
Cover One Idea at a Time and Confirm Agreement	301	(1)
Appeal to All Senses	301	(1)
Balance Telling, Showing, and Involvement	302	(2)
Rehearse the Demonstration	304	(1)
Plan for the Dynamic Nature of Selling	304	(1)
Proof Devices for Effective Demonstrations	305	(13)
Product and Plant Tours	306	(1)
Models	306	(1)
Photos, Illustrations, and Brochures	306	(1)
Portfolio	307	(1)
Reprints	307	(1)
Catalogs	308	(1)
Graphs, Charts, and Test Results	308	(1)
Laptop Computers and Demonstration Software	309	(2)
Bound Paper Presentations	311	(1)
Audiovisual Presentation Fundamentals	312	(1)
Summary	313	(1)
Key Terms	314	(1)
Review Questions	314	(1)
Application Exercises	314	(1)
Role-Play Exercise	315	(1)
Video Case Problem	315	(1)
CRM Case Study	316	(1)
Partnership Selling: A Role-Play/Simulation	316	(2)
Negotiating Buyer Concerns	318	(23)
Negotiating Buyer Concerns and Problems	318	(4)
Negotiation---Part of the Win-Win Relationship Strategy	319	(1)
Negotiation Is a Process	320	(2)
Common Types of Buyer Concerns	322	(6)
Concerns Related to Need for the Product	322	(1)
Concerns About the Product	323	(1)
Concerns Related to Source	324	(1)
Concerns Related to Price	324	(4)
Concerns Related to Time	328	(1)
General Strategies for Negotiating Buyer Concerns	328	(4)
Know the Value of What You Are Offering	328	(1)
Prepare for Negotiations	329	(1)
Understand the Problem	330	(1)
Create Alternative Solutions	331	(1)
Find Some Point of Agreement	331	(1)
Know When to Walk Away	332	(1)
Specific Methods of Negotiating Buyer Concerns	332	(9)
Direct Denial	332	(1)
Indirect Denial	333	(1)
Questions	333	(1)
Superior Benefit	334	(1)
Demonstration	335	(1)
Trial Offer	335	(1)
Third-Party Testimony	335	(1)
Postpone Method	336	(1)
Summary	336	(1)
Key Terms	337	(1)
Review Questions	337	(1)
Application Exercises	338	(1)
Role-Play Exercise	338	(1)
CRM Application Exercise	338	(1)
Video Case Problem	339	(1)
CRM Case Study	340	(1)
Partnership Selling: A Role-Play/Simulation	340	(1)
Closing The Sale and Confirming the Partnership	341	(23)
Closing the Sale---Yesterday and Today	341	(4)
Review the Value Proposition from the Prospect's Point of View	343	(1)
Closing the Sale---The Beginning of the Partnership	344	(1)
Guidelines for Closing the Sale	345	(5)
Focus on Dominant Buying Motives	345	(1)
Longer Selling Cycles Require Multiple Commitments	345	(1)
Negotiating the Tough Points Before Attempting the Close	346	(1)
Avoid Surprises at the Close	347	(1)
Display a High Degree of Self-Confidence at the Close	347	(1)
Ask for the Order More Than Once	347	(1)
Recognize Closing Clues	347	(3)
Specific Methods for Closing the Sale	350	(5)
Trial Close	350	(1)
Summary-of-Benefits Close	351	(1)
Assumptive Close	352	(1)
Special Concession Close	353	(1)
Multiple Options Close	354	(1)
Balance Sheet Close	354	(1)
Management Close	354	(1)
Direct Appeal Close	355	(1)
Combination Closes	355	(1)
Practice Closing	355	(1)
Confirming the Partnership When the Buyer Says Yes	356	(8)
What to Do When the Buyer Says No	356	(3)
Summary	359	(1)
Key Terms	360	(1)
Review Questions	360	(1)
Application Exercises	360	(1)
Role-Play Exercise	361	(1)
CRM Application Exercise	361	(1)
Video Case Problem	362	(1)
CRM Case Study	362	(1)
Partnership Selling: A Role-Play/Simulation	363	(1)
Servicing the Sale and Building the Partnership	364	(28)
Building Long-Term Partnerships with Customer Service	365	(5)
Achieving Successive Sales	366	(1)
Responding to Increased Postsale Customer Expectations	367	(2)
High Cost of Customer Attrition	369	(1)
Current Developments in Customer Service	370	(2)
Customer Service Methods That Strengthen the Partnership	372	(10)
Adding Value with Follow-Through	372	(6)
Adding Value with Expansion Selling	378	(3)
Preplan Your Service Strategy	381	(1)
Partnership-Building Strategies Should Encompass All Key People	382	(1)
Partnering with an Unhappy Customer	382	(10)
Summary	384	(1)
Key Terms	384	(1)
Review Questions	384	(1)
Application Exercises	385	(1)
Role-Play Exercise	385	(1)
CRM Application Exercise	386	(1)
Video Case Problem	386	(1)
CRM Case Study	387	(1)
Partnership Selling: A Role-Play/Simulation	388	(1)
Part 5 Role Play Exercise	389	(3)
PART 6 Management of Self and Others
Opportunity Management: The Key to Greater Sales Productivity	392	(25)
Opportunity Management---A Four-Dimensional Process	393	(1)
Time Management	393	(9)
Time-Consuming Activities	395	(1)
Time Management Methods	395	(4)
Saving Time with Meetings in Cyberspace and Other Methods of Communication	399	(3)
Territory Management	402	(4)
What Does Territory Management Involve?	403	(2)
Sales Call Plans	405	(1)
Records Management	406	(3)
Common Records Kept by Salespeople	407	(2)
Stress Management	409	(8)
Develop a Stress-Free Home Office	410	(1)
Maintain an Optimistic Outlook	410	(1)
Practice Healthy Emotional Expression	410	(1)
Maintain a Healthy Lifestyle	411	(2)
Summary	413	(1)
Key Terms	413	(1)
Review Questions	413	(1)
Application Exercises	414	(1)
Role-Play Exercise	415	(1)
Case Problem	415	(1)
CRM Case Study	416	(1)
Management of the Sales Force	417	(22)
Applying Leadership Skills to Sales Management	418	(6)
Structure	420	(1)
Consideration	421	(1)
Situational Leadership	422	(1)
Coaching for Peak Performance	422	(2)
Recruitment and Selection of Salespeople	424	(3)
Determine Actual Job Requirements	424	(1)
Search Out Applicants from Several Sources	425	(1)
Select the Best-Qualified Applicant	425	(2)
Orientation and Training	427	(2)
Sales Force Motivation	429	(3)
Effective Use of External Rewards	430	(2)
Compensation Plans	432	(2)
Assessing Sales Force Productivity	434	(5)
Summary	435	(1)
Key Terms	436	(1)
Review Questions	436	(1)
Application Exercises	436	(1)
Role-Play Exercise	437	(1)
CRM Application Exercise	437	(1)
Case Problem	437	(2)
Appendix 1 Finding Employment: A Personalized Marketing Plan for the Age of Information	439	(10)
Appendix 2 Use of Customer Relationship Management (CRM) Software (Act!)	449	(5)
Appendix 3 Partnership Selling: A Role-Play/Simulation for Selling Today	454	(67)
End Notes	521	(14)
Glossary	535	(6)
Credits	541	(2)
Name Index	543	(6)
Subject Index	549