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ABC's Of Relationship Selling - Text 7th 02 Mcg Pb

ISBN: 9780072471540 | 0072471549
Edition: 7th
Publisher: MCG
Pub. Date: 1/1/2003

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Table of Contents
PART I SELLING AS A PROFESSION
The Life, Times, and Career of the Professional Salesperson
2(32)
Learning Objectives
2(1)
... MORE
What Is Selling?
3(1)
Everybody Sells!
4(1)
What Salespeople Are Paid to Do
4(1)
Why Choose a Sales Career?
5(9)
A Variety of Sales Jobs Are Available
5(5)
Freedom of Action: You're on Your Own
10(1)
Job Challenge Is Always There
10(1)
Opportunities for Advancement Are Great
11(2)
Rewards: The Sky's the Limit
13(1)
You Can Move Quickly Into Management
13(1)
Is a Sales Career Right for You?
14(1)
A Sales Manager's View of the Recruit
14(1)
Success in Selling---What Does It Take?
15(6)
Love of Selling
15(1)
Willingness to Work Hard, Work Smart, Then Work Some More
15(1)
Need to Achieve
16(2)
Have an Optimistic Outlook
18(1)
Be Knowledgeable
18(1)
Be Ruthless about Time
19(1)
Ask Questions and Then Listen to Uncover Customer Needs
20(1)
Serve Your Customer
20(1)
Be Physically and Mentally Prepared
20(1)
Relationship Selling
21(1)
Sales Jobs Are Different
22(1)
What Does a Professional Salesperson Do?
22(3)
Reflect Back
25(1)
E-Selling: Technology Used by Salespeople
25(1)
Relationship Marketing
26(1)
Levels of Relationship Marketing
27(1)
Selling Is for Large and Small Organizations
27(1)
The Plan of This Textbook
28(1)
Building Relationships through the Sales Process
28(1)
Summary of Major Selling Issues
29(1)
Key Terms for Selling
30(1)
Sales Application Questions
30(1)
Further Exploring the Sales World
30(1)
Selling Experimental Exercise
30(1)
Are You a Global Traveler?
31(1)
Cases
What They Didn't Teach Us in Sales Class
31(3)
Social, Ethical, and Legal Issues in Selling
34(30)
Learning Objectives
34(1)
Management's Social Responsibilities
35(3)
Organizational Stakeholders
35(1)
An Organization's Main Responsibilities
36(2)
How to Demonstrate Social Responsibility
38(1)
What Influences Ethical Behavior?
38(1)
The Individual's Role
38(1)
The Organization's Role
39(1)
Management's Ethical Responsibilities
39(1)
What Is Ethical Behavior?
39(1)
What Is an Ethical Dilemma?
39(1)
Ethics in Dealing with Salespeople
40(5)
Level of Sales Pressure
40(1)
Decisions Affecting Territory
41(1)
To Tell the Truth?
42(1)
The Ill Salesperson
42(1)
Employee Rights
42(3)
Salespeople's Ethics in Dealing with Their Employers
45(1)
Misusing Company Assets
45(1)
Moonlighting
45(1)
Cheating
45(1)
Affecting Other Salespeople
45(1)
Technology Theft
45(1)
Ethics in Dealing with Customers
45(7)
Bribes
46(1)
Misrepresentation
46(5)
Price Discrimination
51(1)
Tie-in Sales
51(1)
Exclusive Dealership
52(1)
Reciprocity
52(1)
Sales Restrictions
52(1)
The International Side of Ethics
52(1)
Managing Sales Ethics
53(2)
Follow the Leader
53(1)
Leader Selection Is Important
53(1)
Establish a Code of Ethics
54(1)
Create Ethical Structures
54(1)
Encourage Whistle-Blowing
54(1)
Create an Ethical Sales Climate
55(1)
Establish Control Systems
55(1)
Summary of Major Selling Issues
55(1)
Key Terms for Selling
56(1)
Sales Application Questions
57(1)
Further Exploring the Sales World
57(1)
Selling Experimential Exercise
57(1)
Ethical Work Climates
57(1)
Cases
Fancy Frozen Foods
58(1)
Sports Shirts, Inc.
59(5)
PART II PREPARATION FOR RELATIONSHIP SELLING
The Psychology of Selling: Why People Buy
64(34)
Learning Objectives
64(1)
Why People Buy---The Black Box Approach
65(1)
Psychological Influences on Buying
66(1)
Motivation to Buy Must Be There
66(1)
Economic Needs: The Best Value for the Money
66(1)
Awareness of Needs: Some Buyers Are Unsure
67(1)
A FABulous Approach to Buyer Need Satisfaction
67(4)
The Product's Features: So What?
68(1)
The Product's Advantages: Prove It!
68(1)
The Product's Benefits: What's in It for Me?
68(2)
Order Can Be Important
70(1)
How to Determine Important Buying Needs---A Key to Success
71(1)
The Trial Close---A Great Way to Uncover Needs and SELL
72(2)
SELL Sequence
74(2)
Your Buyer's Perception
76(1)
Perceptions, Attitudes, and Beliefs
77(2)
Example of a Buyer's Misperceptions
78(1)
The Buyer's Personality Should Be Considered
79(1)
Self-Concept
79(1)
Adaptive Selling Based on Buyer's Style
79(4)
Personality Typing
79(1)
Adapt Your Presentation to the Buyer's Style
80(3)
What Is Your Style?
83(1)
You Can Classify Buying Situations
83(1)
Some Decisions Are Routine
83(1)
Some Decisions Are Limited
83(1)
Some Decisions Are Extensive
84(1)
Technology Provides Information
84(1)
View Buyers as Decision-Makers
84(5)
Need Arousal
85(1)
Collection of Information
86(1)
Information Evaluation
86(1)
Purchase Decision
87(1)
Postpurchase
88(1)
Satisfied Customers Are Easier to Sell to
89(1)
To Buy or Not to Buy---A Choice Decision
89(1)
Summary of Major Selling Issues
90(1)
Key Terms for Selling
91(1)
Sales Application Questions
92(3)
Further Exploring the Sales World
95(1)
Student Application Learning Exercises (SALES)
95(1)
Selling Experiential Exercise
96(1)
Is Organizational Selling for You?
96(1)
Cases
Economy Ceiling Fans, Inc.
96(1)
McDonald's Ford Dealership
97(1)
Communication for Relationship Building: It's Not All Talk
98(26)
Learning Objectives
98(1)
Communication: It Takes Two
99(2)
Salesperson-Buyer Communication Process Requires Feedback
100(1)
Nonverbal Communication: Watch for It
101(2)
Concept of Space
101(2)
Communication through Appearance and the Handshake
103(6)
Body Language Gives You Clues
106(3)
Barriers to Communication
109(2)
Master Persuasive Communication to Maintain Control
111(7)
Feedback Guides Your Presentation
112(1)
Remember the Trial Close
112(1)
Empathy Puts You in Your Customer's Shoes
113(1)
Keep It Simple
113(1)
Creating Mutual Trust Develops Friendship
113(1)
Listerning Cluse You In
113(4)
Your Attitude Makes the Difference
117(1)
Proof Statements Make You Believable
118(1)
Summary of Major Selling Issues
118(2)
Key Terms for Selling
120(1)
Sales Application Questions
120(1)
Further Exploring the Sales World
121(1)
Selling Experimental Exercise
121(1)
Listening Self-Inventory
121(1)
Cases
Skaggs Manufacturing
122(1)
Alabama Office Supply
123(1)
Sales Knowledge: Customers, Products, Technologies
124(42)
Learning Objectives
124(1)
Sources of Sales Knowledge
125(1)
Knowledge Builds Relationships
126(1)
Knowledge Increases Confidence in Salespeople...
126(1)
...and In Buyers
126(1)
Relationships Increase Sales
126(1)
Know Your Customers
126(1)
Know Your Company
126(3)
General Company Information
127(2)
Know Your Product
129(1)
Know Your Resellers
130(1)
Advertising Aids Salespeople
130(3)
Types of Advertising Differ
130(2)
Why Spend Money on Advertising
132(1)
Sales Promotion Generates Sales
133(1)
Point-of-Purchase Displays: Get Them Out There
133(1)
Shelf Positioning Is Important to Your Success
133(1)
Premiums
134(1)
What's It Worth? Pricing Your Product
134(1)
Know Your Competition, Industry, and Economy
135(1)
Personal Computers and Selling
136(2)
Knowledge of Technology Enhances Sales and Customer Service
138(5)
Personal Productivity
139(2)
Communications with Customers and Employer
141(1)
Customer Order Processing and Service Support
142(1)
Sales: Internet and the World Wide Web
143(1)
The Internet
143(1)
World Wide Web
143(1)
Global Technology Provides Service
144(1)
Technology Etiquette
144(3)
Netiquette
144(1)
Cell Phones
145(1)
Voice Mail
146(1)
Faxes
146(1)
Speakerphones and Conference Calls
146(1)
Pagers
146(1)
Summary of Major Selling Issues
147(1)
Key Terms for Selling
147(1)
Sales Application Questions
148(1)
Further Exploring the Sales World
149(1)
Selling Experimential Exercise
149(1)
How Is Your Self-Confidence?
149(1)
Appendix: Sales Arithmetic and Pricing
150(8)
Key Terms for Selling
158(1)
Sales Application Questions
159(1)
Student Application Learning Exercises (SALES)
160(1)
Cases
Claire Cosmetics
160(1)
McBath Women's Apparel
161(1)
Electric Generator Corporation
162(1)
Frank's Drilling Service
163(3)
PART III THE RELATIONSHIP SELLING PROCESS
Prospecting---The Lifeblood of Selling
166(28)
Learning Objectives
166(1)
The Sales Process Has 10 Steps
167(1)
Steps before the Sales Presentation
167(1)
Prospecting---The Lifeblood of Selling
168(1)
Where to Find Prospects
169(1)
Planning a Prospecting Strategy
170(1)
Prospecting Methods
170(9)
E-Prospecting on the Web
170(1)
Cold Canvassing
171(1)
Endless Chain-Customer Referral
172(1)
Orphaned Customers
172(2)
Sales Lead Clubs
174(1)
Get Lists of Prospects
174(1)
Become an Expert---Get Published
175(1)
Public Exhibits and Demonstrations
175(1)
Center of Influence
176(1)
Direct Mail
176(1)
Telephone and Telemarketing
176(1)
Observation
177(1)
Networking
177(2)
Prospecting Guidelines
179(1)
Referrals Used in Most Prospecting Methods
180(1)
The Prospect Pool
180(1)
The Referral Cycle
180(5)
The Parallel Referral Sales
180(1)
The Secret Is to Ask Correctly
181(1)
The Preapproach
182(1)
The Presentation
182(1)
Product Delivery
183(1)
Service and Follow-up
184(1)
Don't Mistreat the Referral
184(1)
Call Reluctance Costs You Money!
185(1)
Obtaining the Sales Interview
185(4)
The Benefits of Appointment Making
185(4)
Wireless E-Mail Helps You Keep in Contact and Prospect
189(1)
Summary of Major Selling Issues
190(1)
Key Terms for Selling
190(1)
Sales Application Questions
191(1)
Further Exploring the Sales World
191(1)
Selling Experimential Exercise
191(1)
Your Attitude Toward Selling
192(1)
Cases
Canadian Equipment Corporation
192(1)
Montreal Satellites
192(2)
Planning the Sales Call Is a Must!
194(18)
Learning Objectives
194(1)
Strategic Customer Sales Planning---The Preapproach
195(9)
Mutually Beneficial Agreements
196(1)
The Customer Relationship Model
197(1)
Reasons for Planning the Sales Call
197(1)
Elements of Sales Call Planning
198(1)
Always Have a Sales Call Objective
198(6)
The Prospect's Mental Steps
204(1)
Attention
204(1)
Interest
204(1)
Desire
205(1)
Conviction
205(1)
Purchase or Action
205(1)
Overview of the Selling Process
205(2)
Summary of Major Selling Issues
207(1)
Key Terms for Selling
208(1)
Sales Application Questions
208(1)
Further Exploring the Sales World
209(1)
Selling Experimential Exercise
209(1)
Plan Your Appearance---It Projects Your Image
209(1)
Student Application Learning Exercises (SALES)
210(1)
(Part 3 of 7)
Cases
Ms. Hansen's Mental Steps in Buying Your Product
210(1)
Machinery Lubricants, Inc.
211(1)
Carefully Select Which Sales Presentation Method to Use
212(24)
Learning Objectives
212(1)
Sales Presentation Strategy
213(1)
Sales Presentation Methods---Select One Carefully
214(14)
The Memorized Sales Presentation
214(3)
The Formula Presentation
217(1)
The Need-Satisfaction Presentation
218(2)
The Problem--Solution Presentation
220(2)
The Group Presentation
222(2)
Negotiating So Everyone Wins
224(4)
What Is the Best Presentation Method?
228(1)
Sales Presentations Go High Tech
228(1)
Select the Presentation Method, Then the Approach
228(1)
Let's Review before Moving On!
229(2)
What's Important to Know?
229(2)
Summary of Major Selling Issues
231(1)
Key Terms for Selling
231(1)
Sales Application Questions
232(1)
Further Exploring the Sales World
232(1)
Selling Experimential Exercise
232(1)
Is Selling for You?
232(1)
Cases
Cascade Soap Company
233(1)
A Retail Sales Presentation
234(1)
Negotiating with a Friend
235(1)
Begin Your Presentation Strategically
236(28)
Learning Objectives
236(1)
The Right to Approach
237(1)
The Approach---Opening the Sales Presentation
238(12)
Your Attitude during the Approach
238(1)
The First Impression You Make Is Critical to Success
239(1)
Approach Techniques and Objectives
240(1)
Small Talk Warms `em Up
241(1)
Situation Determines Approach
241(1)
Opening with Statements
242(1)
Demonstration Openings
243(1)
Opening with Questions
244(6)
Technology in the Approach
250(1)
Using Questions Results in Sales Success
251(2)
The Direct Question
251(1)
The Nondirective Question
251(1)
The Rephrasing Question
252(1)
The Redirect Question
252(1)
Three Rules for Using Questions
253(1)
Is the Prospect Still Not Listening?
253(1)
Be Flexible in Your Approach
254(1)
Summary of Major Selling Issues
255(1)
Key Terms for Selling
256(1)
Sales Application Questions
256(2)
Further Exploring the Sales World
258(1)
Student Application Learning Exercises (SALES)
258(1)
(Part 4 of 7)
Cases
The Thompson Company
259(1)
The Copy Corporation
259(1)
Electronic Office Security Corporation
260(4)
Elements of a Great Sales Presentation
264(32)
Learning Objectives
264(2)
The Purpose of the Presentation
266(1)
Three Essential Steps within the Presentation
267(1)
Remember Your FABs!
268(1)
The Sales Presentation Mix
268(9)
Persuasive Communication
268(2)
The SELL Sequence and Trial Close
270(4)
Participation Is Essential to Success
274(1)
Proof Statements Build Believability
274(3)
The Visual Presentation---Show and Tell
277(1)
Visual Aids Help Tell the Story
277(1)
Dramatization Improves Your Chances
278(1)
Demonstrations Prove It
279(4)
A Demonstration Checklist
281(1)
Use Participation in Your Demonstration
281(1)
Reasons for Using Visual Aids, Dramatics, and Demonstrations
282(1)
Guidelines for Using Visual Aids, Dramatics, and Demonstrations
282(1)
Technology Can Help!
283(1)
The Ideal Presentation
283(1)
Be Prepared for Presentation Difficulties
283(3)
How to Handle Interruptions
284(1)
Should You Discuss the Competition?
284(1)
Be Professional
285(1)
Where the Presentation Takes Place
286(1)
Diagnose the Prospect to Determine Your Sales Presentation
286(1)
Summary of Major Selling Issues
286(2)
Key Terms for Selling
288(1)
Sales Application Questions
288(1)
Further Exploring the Sales World
289(1)
Student Application Learning Exercises (SALES)
289(1)
(Part 5 of 7)
Cases
Dyno Electric Cart Company
290(1)
Major Oil, Inc.
291(5)
Welcome Your Prospect's Objections
296(34)
Learning Objectives
296(1)
Welcome Objections!
297(1)
What Are Objections?
297(1)
When Do Prospects Objects?
297(1)
Objections and the Sales Process
298(1)
Basic Points to Consider in Meeting Objections
299(5)
Plan for Objections
299(1)
Anticipate and Forestall
299(2)
Handle Objections as They Arise
301(1)
Be Positive
301(1)
Listen---Hear Them Out
301(1)
Understand Objections
301(2)
Practical or Psychological Objections
303(1)
Six Major Categories of Objections
304(7)
The Hidden Objection
304(1)
The Stalling Objection
305(2)
The No-Need Objection
307(1)
The Money Objection
307(3)
The Product Objection
310(1)
The Source Objection
310(1)
Techniques for Meeting Objections
311(10)
The Dodge Neither Denies, Answers, nor Ignores
312(1)
Don't Be Afraid to Pass Up an Objection
313(1)
Rephrase an Objection as a Question
313(1)
Postponing Objections Is Sometimes Necessary
314(1)
Send It Back with the Boomerang Method
315(2)
Ask Questions to Smoke Out Objections
317(2)
Use Direct Denial Tactfully
319(1)
The Indirect Denial Works
320(1)
Compensation or Counterbalance Method
320(1)
Let a Third Party Answer
321(1)
Technology Can Effectively Help Respond to Objections!
321(1)
After Meeting the Objection---What to Do?
321(3)
First, Use a Trial Close---Ask for an Opinion
321(1)
Move Back into Your Presentation
322(1)
Move to Close Your Sale
323(1)
If You Cannot Overcome the Objection
323(1)
Summary of Major Selling Issues
324(1)
Key Terms for Selling
325(1)
Sales Application Questions
325(1)
Further Exploring the Sales World
326(1)
Student Application Learning Exercises (SALES)
326(1)
(Part 6 of 7)
Cases
Ace Building Supplies
327(1)
Electric Generator Corporation (B)
328(2)
Closing Begins the Relationship
330(32)
Learning Objectives
330(1)
When Should I Pop the Question?
331(1)
Reading Buying Signals
332(1)
What Makes a Good Closer?
333(2)
Ask for the Order and Be Quiet
334(1)
Get the Order---Then Move On!
334(1)
How Many Times Should You Close?
335(1)
Closing Under Fire
335(1)
Difficulties with Closing
336(1)
Essentials of Closing Sales
336(2)
Prepare Several Closing Techniques
338(10)
The Alternative-Choice Close Is an Old Favorite
339(1)
The Assumptive Close
340(1)
The Compliment Close Inflates the Ego
340(1)
The Summary-of-Benefits Close Is Most Popular
341(1)
The Continuous-Yes Close Generates Positive Responses
342(1)
The Minor-Points Close Is Not Threatening
342(2)
The T-Account or Balance-Sheet Close Was Ben Franklin's Favorite
344(2)
The Standing-Room-Only Close Gets Action
346(1)
The Probability Close
346(1)
The Negotiation Close
347(1)
The Technology Close
347(1)
Prepare a Multiple-Close Sequence
348(1)
Close Based on the Situation
348(1)
Research Reinforces These Sales Success Strategies
348(3)
Keys to Improved Selling
351(1)
The Business Proposition and the Close
351(1)
Use a Visual Aid to Close
352(1)
When You Do Not Make the Sale
352(1)
Summary of Major Selling Issues
352(3)
Key Terms for Selling
355(1)
Sales Application Questions
355(2)
Further Exploring the Sales World
357(2)
Student Application Learning Exercises (SALES)
359(1)
(Part 7 of 7)
Cases
Skaggs Omega
359(1)
Central Hardware Supply
360(1)
Furmanite Service Company---A Multiple-Close Sequence
360(2)
Service and Follow-up for Customer Retention
362(22)
Learning Objectives
362(1)
Super Salespeople Discuss Service
363(1)
Relationship Marketing and Customer Retention
364(1)
The Product and Its Service Component
364(2)
Expectations Determine Service Quality
365(1)
Customer Satisfaction and Retention
366(1)
Excellent Customer Service and Satisfaction Require Technology
366(1)
So, How Does Service Increase Your Sales?
367(1)
Turn Follow-up and Service into a Sale
367(2)
Account Penetration Is a Secret to Success
369(1)
Service Can Keep Your Customers
369(3)
You Lose a Customer---Keep on Trucking
372(1)
Increasing Your Customer's Sales
373(2)
Returned Goods Make You a Hero
375(1)
Handle Complaints Fairly
375(1)
Build a Professional Reputation
376(1)
Do's and Don'ts for Business Salespeople
377(1)
Summary of Major Selling Issues
377(3)
Key Terms for Selling
380(1)
Sales Application Questions
380(1)
Further Exploring the Sales World
381(1)
Selling Experimential Exercise
381(1)
What's Your Attitude toward Customer Service?
381(1)
Cases
California Adhesives Corporation
381(1)
Sport Shoe Corporation
382(2)
PART IV TIME AND TERRITORY MANAGEMENT: KEYS TO SUCCESS
Time and Territory Management: Keys to Success
384(23)
Learning Objectives
384(1)
Customers Form Sales Territories
385(2)
Why Establish Sales Territories?
385(2)
Why Sales Territories May Not Be Developed
387(1)
Elements of Time and Territory Management
387(13)
Salesperson's Sales Quota
387(1)
Account Analysis
387(3)
Develop Account Objectives and Sales Quotas
390(1)
Territory--Time Allocation
390(1)
Return on Time Invested
391(4)
Customer Sales Planning
395(1)
Scheduling and Routing
396(2)
Using the Telephone for Territorial Coverage
398(1)
Territory and Customer Evaluation
399(1)
Summary of Major Selling Issues
400(1)
Key Terms for Selling
401(1)
Sales Application Questions
401(1)
Further Exploring the Sales World
402(1)
Selling Experimential Exercise
402(1)
Cases
Your Selling Day: A Time and Territory Game
403(2)
Sally Malone's District---Development of an Account Segmentation Plan
405(2)
APPENDIX A Sales Call Role-Plays407(9)
Role-Play One: Consumer Sales
407(1)
Role-Play Two: Distributor Sales
408(4)
Role-Play Three: Business-to-Business
412(2)
Role-Play Four: Business-to-Business
414(2)
APPENDIX B Personal Selling Experimential Exercises416(25)
ACT! Express
416(8)
Sell Yourself on a Job Interview
424(2)
Resume, Follow-up Letter, E-mail
426(9)
How to Create a Portfolio
435(2)
Sales Team Building
437(1)
What's Your Style---Senser, Intuitor, Thinker, Feeler?
437(4)
APPENDIX C Sales Technology Directory and www.Exercises441(10)
Sales World Wide Web Directory
441(2)
Act! and GoldMine Help Create Customers for Life!
443(1)
Sales World Wide Web Exercises
444(1)
Find Out about a Career in Sales!
444(1)
Use Monster.com to Get a Job in Sales
444(1)
Make a Sale and Get a Job!
445(1)
Can the World Wide Web Help Build Relationships?
445(1)
What Is Ethical in the World of Sales?
446(1)
What Is Your Personality?
446(1)
Business Intelligence: Can the Web Help?
447(1)
Planning Your Sales Call on Dell Computer: Location, Travel, Maps, Research
447(1)
Finding People, Organizations, Maps, Areas, Phone, and Address
448(1)
What Is the Best Method to Determine Feedback?
449(1)
Research Pays Off in the Sales Game!
449(1)
Time Is Money, So Make Every Minute Count!
449(1)
Comparing Places to Live for Your Salespeople
450(1)
How Does Your Money Grow in a Retirement Fund?
450(1)
Glossary of Selling Terms451(7)
Notes458(4)
Photo Credits and Acknowledgments462

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