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

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

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

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

ISBN 13:
9780132221771
ISBN 10:
0132221772
Edition: 10th
Format: Hardcover
Copyright: 01/01/2010
Publisher: Prentice Hall
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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.

Preface

xxiii

Acknowledgments

xxxi

PART 1 Developing a Personal Selling Philosophy

Personal Selling and the Marketing Concept

(25)

Personal Selling---A Definition and a Philosophy

(1)

Personal Selling in the Age of Information

(3)

Major Advances in Information Technology

(1)

Strategic Resource Is Information

(1)

Business Is Defined by Customer Relationships

(1)

Sales Success Depends on Adding Value

(1)

Personal Selling as an Extension of the Marketing Concept

(2)

Evolution of the Marketing Concept

(1)

Marketing Concept Yields Marketing Mix

(1)

Important Role of Personal Selling

(1)

Evolution of Consultative Selling

(2)

Evolution of Strategic Selling

(7)

Strategic/Consultative Selling Model

(4)

Electronic Commerce, CRM, and the Complex Sale

(1)

Evolution of Partnering

(4)

Strategic Alliances---The Highest Form of Partnering

(1)

Partnering Is Enhanced with High Ethical Standards

(1)

Partnering Is Enhanced with Customer Relationship Management

(1)

Value Creation---The New Selling Imperative

(6)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Application Exercises

(1)

Role-Play Exercise

(1)

CRM Application Exercise

(1)

Video Case Problem

(1)

Partnership Selling: Role-Play/Simulation

(1)

Personal Selling Opportunities in the Age of Information

(25)

Personal Selling in the Age of Information

(4)

Customer Service Representatives

(1)

Professionals

(1)

Entrepreneurs

(1)

Managerial Personnel

(1)

Your Future in Personal Selling

(5)

Rewarding Aspects of Selling Careers

(1)

Opportunities for Women

(1)

Opportunities for Minorities

(2)

Employment Settings in Selling Today

(5)

Selling a Service

(2)

Selling for a Retailer

(1)

Selling for a Wholesaler

(1)

Selling for a Manufacturer

(1)

The Telemarketing Sales Channel

(1)

Learning to Sell

(11)

Corporate Sponsored Training

(1)

Training Provided by Commerical Vendors

(1)

Certification Programs

(1)

College and University Courses

(2)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Application Exercises

(1)

Role-Play Exercise

(1)

CRM Application Exercise

(1)

Case Problem

(2)

Part 1 Role Play Exercise

(3)

PART 2 Developing a Relationship Strategy

Creating Value with a Relationship Strategy

(26)

Developing a Relationship Strategy

(6)

Relationships Add Value

(1)

Partnering---The Highest-Quality Selling Relationship

(3)

Relationship Strategies Focus on Four Key Groups

(1)

Tailoring the Relationship Strategy

(1)

Thought Processes That Enhance Your Relationship Strategy

(3)

Self-Image---An Important Dimension of the Relationship Strategy

(1)

The Win-Win Philosophy

(1)

Character and Integrity

(1)

Verbal And Nonverbal Strategies That Add Value To Your Relationships

(7)

Nonverbal Messages

(4)

Effect of Appearance on Relationships

(1)

Effect of Voice Quality on Relationships

(1)

Effect of Manners on Your Relationships

(1)

Conversational Strategies That Enhance Relationships

(2)

Comments on Here and Now Observations

(1)

Compliments

(1)

Search for Mutual Acquaintances or Interests

(1)

Strategies for Self-Improvement

(8)

Summary

(1)

Key Terms

(1)

Review Questions

(1)

Application Exercises

(1)

Role-Play Exercise

(1)

CRM Application Exercise

(1)

Video Case Problem

(2)

Communication Styles: Managing Selling Relationships

(26)

Communication Styles---An Introduction to Managing Selling Relationships

(2)

Communication-Style Bias

(1)

Communication-Style Principles

(1)

Improving Your Relationship-Management Skills

(1)

Communication-Style Model

(12)

Dominance Continuum

(1)

Sociability Continuum

(1)

Four Styles of Communication

(8)

Popularity of the Four-Style Model

(1)

Determining Your Communication Style

(1)

Minimizing Communication-Style Bias

(5)

How Communication-Style Bias Develops

(1)

Achieving Interpersonal Versatility

(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

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

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

9780132221771

0132221772

Summary

Table of Contents

Supplemental Materials

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Amazon no longer offers textbook rentals. We do!

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

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

9780132221771

0132221772

Summary

Table of Contents

Supplemental Materials

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