Cover......Page 1
Dedication......Page 6
Brief Contents......Page 8
Contents......Page 10
Preface......Page 20
Acknowledgments......Page 28
About the Authors......Page 32
Part 1 : Developing a Personal Selling Philosophy......Page 35
Chapter 1 : Relationship Selling Opportunities in the Information Economy......Page 37
Emergence of Relationship Selling in the Information Economy......Page 38
Business Is Defined by Customer Relationships......Page 39
Wide Range of Employment Opportunities......Page 40
Activities Performed by Salespeople......Page 41
Above-Average Income......Page 42
Opportunities for Women......Page 43
Employment Settings in Selling Today......Page 44
Selling through Channels......Page 45
Career Opportunities in the Service Channel......Page 46
Career Opportunities in the Business Goods Channel......Page 47
Career Opportunities in the Consumer Goods Channel......Page 48
Knowledge Workers in the Information Economy......Page 50
Professionals......Page 51
Entrepreneurs and Small Business Owners......Page 52
Learning to Sell......Page 53
Training Provided by Commercial Vendors......Page 54
Certification Programs......Page 56
College and University Courses......Page 57
Key Terms......Page 58
Application Exercises......Page 59
Reality Selling Case Problem— Alex Homer/Tom James Company......Page 60
Partnership Selling: Role-Play/Simulation......Page 61
Chapter 2 : Evolution of Selling Models That Complement the Marketing Concept......Page 62
Evolution of the Marketing Concept......Page 63
Marketing Concept Yields Marketing Mix......Page 64
Evolution of Consultative Selling......Page 65
Evolution of Strategic Selling......Page 66
Strategic/Consultative–Selling Model......Page 67
Evolution of Partnering......Page 71
Strategic Selling Alliances—The Highest Form of Partnering......Page 72
Partnering Is Enhanced with High Ethical Standards......Page 73
Value Creation—The New Selling Imperative......Page 74
Reviewing Key Concepts......Page 75
Application Exercises......Page 76
Reality Selling Video Case Problem—Marcus Smith/Liberty Mutual......Page 77
Part 2 : Developing a Relationship Strategy......Page 79
Chapter 3 : Ethics: The Foundation for Partnering Relationships That Create Value......Page 81
Developing a Relationship Strategy for Partnering Style Selling......Page 82
Issues Challenging the Ethics of Salespeople......Page 83
Influences in a Global Economy......Page 84
Influence of Senior Management......Page 85
Influence of Company Policies and Practices......Page 86
Influence of the Salesperson’s Personal Values......Page 90
Influence of Laws, Contracts, and Agreements......Page 91
Building Trust with the Transactional, Consultative and Strategic Alliance Buyer......Page 93
The Erosion of Character on Ethical Decision Making......Page 94
Developing a Personal Code of Ethics That Adds Value......Page 96
Reviewing Key Concepts......Page 97
Review Questions......Page 98
Ethics Application Exercises......Page 99
Reality Selling Video Case Problem: Edith Botelo/Mattress Firm......Page 101
Relationships Add Value......Page 104
Partnering—The Highest-Quality Selling Relationship......Page 105
Relationship Strategies Focus on Four Key Groups......Page 106
Adapting the Relationship Strategy......Page 107
Self-Concept—An Important Dimension of the Relationship Strategy......Page 108
Empathy and Ego Drive......Page 109
Adding Value with Nonverbal Messages......Page 110
Impact of Voice Quality on Relationships......Page 113
Impact of Etiquette on Your Relationships......Page 114
Conversational Strategies That Enhance Relationships......Page 115
Self-Improvement Strategies That Add Value......Page 116
Reviewing Key Concepts......Page 117
Application Exercises......Page 118
Reality Selling Video Case Problem— Susana Rosas/CB Richard Ellis......Page 120
Chapter 5 : Communication Styles: A Key to Adaptive Selling Today......Page 122
Communication Style Bias......Page 123
Improving Your Relationship Selling Skills......Page 124
Dominance Continuum......Page 125
Sociability Continuum......Page 126
Four Styles of Communication......Page 127
Popularity of the Four-Style Model......Page 133
Minimizing Communication Style Bias......Page 134
Adaptive Selling Requires Versatility That Builds Strong Relationships......Page 135
Building Strong Relationships Through Style Flexing......Page 138
Building Relationships with Directive Customers......Page 139
Word of Caution......Page 140
Key Terms......Page 141
Application Exercises......Page 142
Reality Selling Case Problem—Ray Perkins/Grant Real Estate......Page 143
Part 3 : Developing a Product Strategy......Page 145
Chapter 6 : Creating Product Solutions......Page 147
Selling Solutions......Page 148
Creating Solutions with Product Configuration......Page 149
Becoming a Product Expert......Page 150
Product Development and Quality Improvement Processes......Page 151
Pricing and Delivery......Page 152
Company Culture and Organization......Page 154
Become the Industry Expert—Know Your Competition......Page 155
Sources of Product, Company and Industry Information......Page 156
Today’s Wired Customers Have a Lot of Product, Competitive, and Industry Knowledge......Page 157
Creating Value with a Feature–Benefit Strategy......Page 158
Use Bridge Statements......Page 159
Avoiding Information Overload......Page 160
Reviewing Key Concepts......Page 161
Application Exercises......Page 162
Reality Selling Video Case Problem—Amy Vandaveer/Texas Monthly......Page 163
Partnership Selling: A Role-Play/Simulation......Page 164
Chapter 7 : Product-Selling Strategies That Add Value......Page 165
Salesperson’s Role in Product Differentiation......Page 166
Custom-Fitting and Communicating the Value Proposition......Page 167
The Three-Dimension (3-D) Product Solutions Selling Model......Page 168
Product-Positioning Strategies to Sell New (vs. Mature), and Low-Priced (vs. Value-Added) Products......Page 169
Selling New Products Versus Well-Established Products......Page 170
Selling Products with a Price Strategy......Page 173
Selling Your Product with the Value-Added Product Selling Model......Page 175
Value Creation Product Strategies for Transactional, Consultative, and Strategic Alliance Buyers......Page 178
Review Questions......Page 179
Role-Play Exercise......Page 180
Reality Selling Case Problem: Selling New Products at Steelcase......Page 181
Part 4 : Developing a Customer Strategy......Page 183
Chapter 8 : The Buying Process and Buyer Behavior......Page 185
Adding Value with a Customer Strategy......Page 186
Consumer Versus Business Buyers......Page 187
Types of Business Buying Situations......Page 188
Achieving Alignment with the Customer’s Buying Process......Page 189
Steps in the Typical Buying Process......Page 190
Consultative Process Buyer......Page 192
The Buyer Resolution Theory......Page 193
Basic Needs That Affect Buyer Behavior......Page 194
Group Influences That Affect Buying Decisions......Page 196
Perception—How Customer Needs Are Formed......Page 197
Buying Motives......Page 198
Key Terms......Page 201
Role-Play Exercise......Page 202
Reality Selling Video Case Problem—Ashley Pineda/PulteGroup......Page 203
Chapter 9 : Developing and Qualifying Prospects and Accounts......Page 205
Prospecting and Account Development—an Introduction......Page 206
Importance of Prospecting and Account Development......Page 207
Prospecting and Account Development Requires Planning......Page 208
Referrals......Page 209
Directories......Page 210
Trade Shows and Special Events......Page 211
Telemarketing and E-Mail......Page 212
Website......Page 213
Computerized Database......Page 214
Networking......Page 215
Educational Seminars......Page 216
Qualifying Prospects and Accounts......Page 217
Collecting and Organizing Accountand Prospect Information......Page 219
Sales Intelligence......Page 220
Managing the Account and Prospect Base......Page 221
Sales Process Models......Page 222
Pipeline Management, Pipeline Analytics, and Pipeline Dashboards......Page 223
Key Terms......Page 225
Role-Play Exercise......Page 226
Reality Selling Video Case Problem–Dave Levitt/Salesforce.com......Page 227
Regional Accounts Management Case Study......Page 228
Part 5 : Developing a Presentation Strategy......Page 231
Chapter 10 : Approaching the Customer with Adaptive Selling......Page 233
Developing the Presentation Strategy......Page 234
Planning the Preapproach......Page 235
Team Selling Presentation Strategies......Page 236
Adaptive Selling: Builds on Four Strategic Areas of Personal Selling......Page 238
Developing the Six-Step Presentation Plan......Page 239
Planning the Presentation......Page 240
The Approach......Page 241
The Telephone Contact......Page 242
The Social Contact—Building Rapport......Page 244
Converting the Prospect’s Attention and Arousing Interest......Page 246
Customer Benefit Approach......Page 247
Survey Approach......Page 248
Premium Approach......Page 249
Coping with Sales Call Reluctance......Page 250
Reviewing Key Concepts......Page 251
Application Exercises......Page 252
Reality Selling Video Case Problem—Alim Hirani/Hilti Corporation......Page 253
Regional Account Management Case Study......Page 254
Partnership Selling: A Role-Play/Simulation......Page 255
Chapter 11 : Determining Customer Needs with a Consultative Questioning Strategy......Page 256
The Consultative Sales Process Adds Value......Page 257
Part One—Need Discovery......Page 258
Part Three—Need Satisfaction Through Informing, Persuading, or Reminding......Page 259
Creating Value with Need Discovery......Page 260
Need Discovery—Asking Questions......Page 261
The Four-Part Consultative Questioning Strategy......Page 262
Qualifying to Eliminate Unnecessary Questions......Page 267
Need Discovery—Listening and Acknowledging the Customer’s Response......Page 268
Selecting Solutions That Create Value......Page 269
Selecting Solutions—Match Specific Benefits with Buying Motives......Page 270
Selecting Solutions—Product Configuration......Page 271
Need Discovery and the Transactional Buyer......Page 272
Transitioning to the Presentation......Page 273
Planning and Execution—Final Thoughts......Page 274
Key Terms......Page 275
Role-Play Application Exercises for “Questioning” Video Series......Page 276
Reality Selling Case Problem—Debora Karish/Amgen......Page 277
Regional Account Management Case Study......Page 278
Partnership Selling: A role-Play/Simulation......Page 279
Chapter 12 : Creating Value with the Consultative Presentation......Page 280
Need Satisfaction—The Informative Presentation Strategy......Page 281
Need Satisfaction—The Reminder Presentation Strategy......Page 282
Guidelines for Creating a Presentation That Adds Value......Page 283
Adapt the Presentation to Meet Unique Needs of the Customer......Page 284
Use Proof Devices to Demonstrate Buyer Benefits......Page 285
Develop Creative Presentations......Page 286
Document the Value Proposition......Page 287
Guidelines for a Persuasive Presentation Strategy That Adds Value......Page 288
Target Emotional Links and Use a Persuasive Vocabulary......Page 289
Use of Showmanship......Page 290
Guidelines for a Group Sales Presentation......Page 291
Enhancing the Group Presentation with Mental Imagery......Page 292
Selling Tools for Effective Demonstrations......Page 293
Portfolios......Page 294
Graphs, Charts, and Test Results......Page 295
Tablets, Laptop Computers and Demonstration Software......Page 296
Plan for the Dynamic Nature of the Consultative Sales Presentation......Page 297
Review Questions......Page 299
Reality Selling Case Problem—Chris Wylie/Ecolab......Page 300
Regional Account Management Case Study......Page 301
Partnership Selling: A Role-Play/Simulation......Page 302
Chapter 13 : Negotiating Buyer Concerns......Page 304
Formal Integrative Negotiation—Part of the Win-Win Relationship Strategy......Page 305
Negotiation Is a Process......Page 306
Planning for Formal Negotiations......Page 307
Conducting the Negotiation Session......Page 309
Know When to Walk Away......Page 311
Concerns Related to Source......Page 312
Concerns Related to Price......Page 313
Indirect Denial......Page 314
Demonstration......Page 315
Postpone Method......Page 316
How to Deal with Price Concerns......Page 317
“Sell Low Now, Make Profits Later” Tactic......Page 319
Reviewing Key Concepts......Page 320
“Negotiations: Solving the Tough Problems” Video Application Exercises......Page 321
Reality Selling Video Case Problem— Heather Ramsey/Marriott International......Page 322
Regional Account Management Case Study......Page 323
Partnership Selling: A Role-Play/Simulation......Page 324
Adapting the Close—An Attitude That Adds Value......Page 326
Review the Value Proposition From the Prospect’s Point of View......Page 327
Focus on Dominant Buying Motives......Page 328
Negotiating the Tough Points Before Attempting the Close......Page 329
Recognize Closing Clues......Page 330
Trial Close......Page 332
Assumptive Close......Page 333
Summary-of-Benefits Close......Page 334
Balance Sheet Close......Page 335
Adapting to the Customer’s Communication Style......Page 336
Confirming the Partnership When the Buyer Says Yes......Page 337
What to Do When the Buyer Says No......Page 338
Reviewing Key Concepts......Page 339
Review Questions......Page 340
Case Problem—Gretchen Parr-Silver/Universal Studios......Page 341
Regional Account Management (RAM) Case Study......Page 342
Partnership Selling: A Role-Play/Simulation......Page 343
Chapter 15 : Servicing the Sale and Building the Partnership......Page 344
Achieving Successive Sales......Page 345
Responding to Increased Postsale Customer Expectations......Page 346
Current Developments in Customer Service......Page 347
Adding Value with Follow-Through......Page 348
Preventing Postsale Problems......Page 351
Adding Value with Customer Follow-Up......Page 352
Adding Value with Expansion Selling......Page 353
Preplan Your Service Strategy......Page 355
Partnering with an Unhappy Customer......Page 356
Reviewing Key Concepts......Page 357
Application Exercises......Page 358
Reality Case Problem—Body Glove International......Page 359
Regional Account Management Case Study......Page 360
Partnership Selling: A Role-Play/Simulation......Page 361
Part 6 : Management of Self and Others......Page 363
Chapter 16 : Opportunity Management: The Key to Greater Sales Productivity......Page 365
Opportunity Management—A Four-Dimensional Process......Page 366
Time-Consuming Activities......Page 367
Time Management Methods......Page 368
Territory Management......Page 371
What Does Territory Management Involve?......Page 372
Sales Call Plans......Page 373
Records Management......Page 374
Common Records Kept by Salespeople......Page 375
Stress Management......Page 377
Practice Healthy Emotional Expression......Page 378
Reviewing Key Concepts......Page 379
Review Questions......Page 380
Role-Play Exercise......Page 381
Reality Case Problem—Jose Melara......Page 382
Chapter 17 : Management of the Sales Force......Page 383
Applying Leadership Skills to Sales Management......Page 384
Structure......Page 386
Situational Leadership......Page 387
Coaching for Peak Performance......Page 388
Determine Actual Job Requirements......Page 389
Select the Best-Qualified Applicant......Page 390
Orientation and Training......Page 391
Effective Use of External Rewards......Page 393
Strategic Compensation Planning......Page 395
Assessing Sales Force Productivity......Page 396
Reviewing Key Concepts......Page 397
Application Exercises......Page 398
Role-Play Exercise......Page 399
Appendix 1 : Reality Selling Today Role-Play Scenarios and Videos......Page 402
Appendix 2 : Regional Accounts Management Case Study......Page 426
Appendix 3 : Partnership Selling: A Role-Play/Simulation for Selling Today......Page 450
Endnotes......Page 518
Glossary......Page 536
Name Index......Page 542
Subject Index......Page 546