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

ISBN: 9780132221771 | 0132221772
Edition: 11th
Format: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2010

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SummaryTable of Contents
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.
Prefacexxiii
Acknowledgmentsxxxi
PART 1 Developing a Personal Selling Philosophy
Personal Selling and the Marketing Concept
... MORE(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 Information439(10)
Appendix 2 Use of Customer Relationship Management (CRM) Software (Act!)449(5)
Appendix 3 Partnership Selling: A Role-Play/Simulation for Selling Today454(67)
End Notes521(14)
Glossary535(6)
Credits541(2)
Name Index543(6)
Subject Index549

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