Contents in Brief PART I SELLING AS A PROFESSION - The Life, Times and Career of the Professional Salesperson 2
- Social, Ethical, and Legal Issues in Selling 34
PART II PREPARATION FOR RELATIONSHIP SELLING - The Psychology of Selling: Why People Buy 64
- Communication for Relationship Building: It's Not All Talk 98
- Sales Knowledge: Customers, Products, Technologies 124
PART III THE RELATIONSHIP SELLING PROCESS - Prospecting—The Lifeblood of Selling 166
- Planning the Sales Call Is a Must! 194
- Carefully Select Which Sales Presentation Method to Use 212
- Begin Your Presentation Strategically 236
- Elements of a Great Sales Presentation 264
- Welcome Your Prospect's Objections 296
- Closing Begins the Relationship 330
- Service and Follow-up for Customer Retention 362
PART IV TIME AND TERRITORY MANAGEMENT: KEYS TO SUCCESS - Time and Territory Management: Keys to Success384
APPENDIX A Sales Call Role-Plays 407 APPENDIX B Personal Selling Experiential Exercises 416 APPENDIX C Sales Technology Directory and www. Exercises 441 Glossary of Selling Terms 451 Notes 458 Photo Credits and Acknowledgments 462 CONTENTS PART I SELLING AS A PROFESSION CHAPTER 1 The Life, Times, and Career of the Professional Salesperson 2 Learning Objectives 2 What Is Selling? 3 Everybody Sells! 4
What Salespeople Are Paid to Do 4 Why Choose a Sales Career? 5 A Variety of Sales Jobs Are Available 5 Freedom of Action: You're on Your Own 10 Job Challenge Is Always There 10 Opportunities for Advancement Are Great 11 Rewards: The Sky's the Limit 13 You Can Move Quickly into Management 13
Is a Sales Career Right for You? 14 A Sales Manager's View of the Recruit 14
Success in Selling—What Does It Take? 15 Love of Selling 15 Willingness to Work Hard, Work Smart, Then Work Some More 15 Need to Achieve 16 Have an Optimistic Outlook 18 Be Knowledgeable 18 Be Ruthless about Time 19 Ask Questions and Then Listen to Uncover Customer Needs 20 Serve Your Customer 20 Be Physically and Mentally Prepared 20
Relationship Selling 21 Sales Jobs Are Different 22 What Does a Professional Salesperson Do? 22 Reflect Back 25
E-Selling: Technology Used by Salespeople 25 Relationship Marketing 26 Levels of Relationship Marketing 27 Selling Is for Large and Small Organizations 27
The Plan of This Textbook 28 Building Relationships through the Sales Process 28 Summary of Major Selling Issues 29 Key Terms for Selling 30 Sales Application Questions 30 Further Exploring the Sales World 30 Selling Experiential Exercise 30 Are You a Global Traveler? 31
CASES 1–1 What They Didn't Teach Us in Sales Class 31 CHAPTER 2 Social, Ethical, and Legal Issues in Selling 34 Learning Objectives 34 Management's Social Responsibilities 35 Organizational Stakeholders 35 An Organization's Main Responsibilities 36 How to Demonstrate Social Responsibility 38
What Influences Ethical Behavior? 38 The Individual's Role 38 The Organization's Role 39
Management's Ethical Responsibilities 39 What Is Ethical Behavior? 39 What Is an Ethical Dilemma? 39
Ethics in Dealing with Salespeople 40 Level of Sales Pressure 40 Decisions Affecting Territory 41 To Tell the Truth? 42 The Ill Salesperson 42 Employee Rights 42
Salespeople's Ethics in Dealing with Their Employers 45 Misusing Company Assets 45 Moonlighting 45 Cheating 45 Affecting Other Salespeople 45 Technology Theft 45
Ethics in Dealing with Customers 45 Bribes 46 Misrepresentation 46 Price Discrimination 51 Tie-in Sales 51 Exclusive Dealership 52 Reciprocity 52 Sales Restrictions 52
The International Side of Ethics 52 Managing Sales Ethics 53 Follow the Leader 53 Leader Selection Is Important 53 Establish a Code of Ethics 54 Create Ethical Structures 54 Encourage Whistle-Blowing 54 Create an Ethical Sales Climate 55 Establish Control Systems 55
Summary of Major Selling Issues 55 Key Terms for Selling 56 Sales Application Questions 57 Further Exploring the Sales World 57 Selling Experiential Exercise 57 Ethical Work Climates 57
CASES 2–1 Fancy Frozen Foods 58 2–2 Sports Shirts, Inc. 59 PART II PREPARATION FOR RELATIONSHIP SELLING CHAPTER 3 The Psychology of Selling: Why People Buy 64 Learning Objectives 64 Why People Buy—The Black Box Approach 65 Psychological Influences on Buying 66 Motivation to Buy Must Be There 66 Economic Needs: The Best Value for the Money 66 Awareness of Needs: Some Buyers Are Unsure 67
A FABulous Approach to Buyer Need Satisfaction 67 The Product's Features: So What? 68 The Product's Advantages: Prove It! 68 The Product's Benefits: What's in It for Me? 68 Order Can Be Important 70
How to Determine Important Buying Needs—A Key to Success 71 The Trial Close—A Great Way to Uncover Needs and SELL 72 SELL Sequence 74 Your Buyer's Perception 76 Perceptions, Attitudes, and Beliefs 77 Example of a Buyer's Misperceptions 78
The Buyer's Personality Should Be Considered 79 Self-Concept 79
Adaptive Selling Based on Buyer's Style 79 Personality Typing 79 Adapt Your Presentation to the Buyer's Style 80 What Is Your Style? 83
You Can Classify Buying Situations 83 Some Decisions Are Routine 83 Some Decisions Are Limited 83 Some Decisions Are Extensive 84
Technology Provides Information 84 View Buyers as Decision-Makers 84 Need Arousal 85 Collection of Information 86 Information Evaluation 86 Purchase Decision 87 Postpurchase 88
Satisfied Customers Are Easier to Sell to 89 To Buy or Not to Buy—A Choice Decision 89 Summary of Major Selling Issues 90 Key Terms for Selling 91 Sales Application Questions 92 Further Exploring the Sales World 95 Student Application Learning Exercises (SALES) 95 Selling Experiential Exercise 96 Is Organizational Selling for You? 96
CASES 3–1 Economy Ceiling Fans, Inc. 96 3–2 McDonald's Ford Dealership 97 CHAPTER 4 Communication for Relationship Building: It's Not All Talk 98 Learning Objectives 98 Communication: It Takes Two 99 Salesperson–Buyer Communication Process Requires Feedback 100 Nonverbal Communication: Watch for It 101 Concept of Space 101
Communication through Appearance and the Handshake 103 Body Language Gives You Clues 106
Barriers to Communication 109 Master Persuasive Communication to Maintain Control 111 Feedback Guides Your Presentation 112 Remember the Trial Close 112 Empathy Puts You in Your Customer's Shoes 113 Keep It Simple 113 Creating Mutual Trust Develops Friendship 113 Listening Clues You In 113 Your Attitude Makes the Difference 117 Proof Statements Make You Believable 118
Summary of Major Selling Issues 118 Key Terms for Selling 120 Sales Application Questions 120 Further Exploring the Sales World 121 Selling Experiential Exercise 121 Listening Self-Inventory 121
CASES 4–1 Skaggs Manufacturing 122 4–2 Alabama Office Supply 123 CHAPTER 5 Sales Knowledge: Customers, Products, Technologies 124 Learning Objectives 124 Sources of Sales Knowledge 125 Knowledge Builds Relationships 126 Knowledge Increases Confidence in Salespeople... 126 ...and In Buyers 126 Relationships Increase Sales 126
Know Your Customers 126 Know Your Company 126 General Company Information 127
Know Your Product 129 Know Your Resellers 130 Advertising Aids Salespeople 130 Types of Advertising Differ 130 Why Spend Money on Advertising 132
Sales Promotion Generates Sales 133 Point-of-Purchase Displays: Get Them Out There 133 Shelf Positioning Is Important to Your Success 133 Premiums 134
What's It Worth? Pricing Your Product 134 Know Your Competition, Industry, and Economy 135 Personal Computers and Selling 136 Knowledge of Technology Enhances Sales and Customer Service 138 Personal Productivity 139 Communications with Customers and Employer 141 Customer Order Processing and Service Support 142
Sales: Internet and the World Wide Web 143 The Internet 143 World Wide Web 143
Global Technology Provides Service 144 Technology Etiquette 144 Netiquette 144 Cell Phones 145 Voice Mail 146 Faxes 146 Speakerphones and Conference Calls 146 Pagers 146
Summary of Major Selling Issues 147 Key Terms for Selling 147 Sales Application Questions 148 Further Exploring the Sales World 149 Selling Experiential Exercise 149 How Is Your Self-Confidence? 149
Appendix: Sales Arithmetic and Pricing 150 Key Terms for Selling 158 Sales Application Questions 159 Student Application Learning Exercises (SALES) 160 CASES 5A–1 Claire Cosmetics 160 5A–2 McBath Women's Apparel 161 5A–3 Electric Generator Corporation 162 5A–4 Frank's Drilling Service 163 PART III THE RELATIONSHIP SELLING PROCESS CHAPTER 6 Prospecting—The Lifeblood of Selling 166 Learning Objectives 166 The Sales Process Has 10 Steps 167 Steps before the Sales Presentation 167 Prospecting—The Lifeblood of Selling 168 Where to Find Prospects 169 Planning a Prospecting Strategy 170 Prospecting Methods 170 E-Prospecting on the Web 170 Cold Canvassing 171 Endless Chain–Customer Referral 172 Orphaned Customers 172 Sales Lead Clubs 174 Get Lists of Prospects 174 Become an Expert—Get Published 175 Public Exhibits and Demonstrations 175 Center of Influence 176 Direct Mail 176 Telephone and Telemarketing 176 Observation 177 Networking 177
Prospecting Guidelines 179 Referrals Used in Most Prospecting Methods 180
The Prospect Pool 180 The Referral Cycle 180 The Parallel Referral Sales 180 The Secret Is to Ask Correctly 181 The Preapproach 182 The Presentation 182 Product Delivery 183 Service and Follow-up 184 Don't Mistreat the Referral 184
Call Reluctance Costs You Money! 185 Obtaining the Sales Interview 185 The Benefits of Appointment Making 185
Wireless E-Mail Helps You Keep in Contact and Prospect 189 Summary of Major Selling Issues 190 Key Terms for Selling 190 Sales Application Questions 191 Further Exploring the Sales World 191 Selling Experiential Exercise 191 Your Attitude toward Selling 192
CASES 6–1 Canadian Equipment Corporation 192 6–2 Montreal Satellites 192 CHAPTER 7 Planning the Sales Call Is a Must! 194 Learning Objectives 194 Strategic Customer Sales Planning—The Preapproach 195 Mutually Beneficial Agreements 196 The Customer Relationship Model 197 Reasons for Planning the Sales Call 197 Elements of Sales Call Planning 198 Always Have a Sales Call Objective 198
The Prospect's Mental Steps 204 Attention 204 Interest 204 Desire 205 Conviction 205 Purchase or Action 205
Overview of the Selling Process 205 Summary of Major Selling Issues 207 Key Terms for Selling 208 Sales Application Questions 208 Further Exploring the Sales World 209 Selling Experiential Exercise 209 Plan Your Appearance—It Projects Your Image 209
Student Application Learning Exercises (SALES) 210 (Part 3 of 7)
CASES 7–1 Ms. Hansen's Mental Steps in Buying Your Product 210 7–2 Machinery Lubricants, Inc. 211 CHAPTER 8 Carefully Select Which Sales Presentation Method to Use 212 Learning Objectives 212 Sales Presentation Strategy 213 Sales Presentation Methods—Select One Carefully 214 The Memorized Sales Presentation 214 The Formula Presentation 217 The Need-Satisfaction Presentation 218 The Problem–Solution Presentation 220 The Group Presentation 222 Negotiating So Everyone Wins 224 What Is the Best Presentation Method? 228
Sales Presentations Go High Tech 228 Select the Presentation Method, Then the Approach 228 Let's Review before Moving On! 229 What's Important to Know? 229
Summary of Major Selling Issues 231 Key Terms for Selling 231 Sales Application Questions 232 Further Exploring the Sales World 232 Selling Experiential Exercise 232 Is Selling for You? 232
CASES 8–1 Cascade Soap Company 233 8–2 A Retail Sales Presentation 234 8–3 Negotiating with a Friend 235 CHAPTER 9 Begin Your Presentation Strategically 236 Learning Objectives 236 The Right to Approach 237 The Approach—Opening the Sales Presentation 238 Your Attitude during the Approach 238 The First Impression You Make Is Critical
to Success 239 Approach Techniques and Objectives 240 Small Talk Warms ‘em Up 241 Situation Determines Approach 241 Opening with Statements 242 Demonstration Openings 243 Opening with Questions 244
Technology in the Approach 250 Using Questions Results in Sales Success 251 The Direct Question 251 The Nondirective Question 251 The Rephrasing Question 252 The Redirect Question 252 Three Rules for Using Questions 253
Is the Prospect Still Not Listening? 253 Be Flexible in Your Approach 254 Summary of Major Selling Issues 255 Key Terms for Selling 256 Sales Application Questions 256 Further Exploring the Sales World 258 Student Application Learning Exercises (SALES) 258 (Part 4 of 7)
CASES 9–1 The Thompson Company 259 9–2 The Copy Corporation 259 9–3 Electronic Office Security Corporation 260 CHAPTER 10 Elements of a Great Sales Presentation 264 Learning Objectives 264 The Purpose of the Presentation 266 Three Essential Steps within the Presentation 267 Remember Your FABs! 268
The Sales Presentation Mix 268 Persuasive Communication 268 The SELL Sequence and Trial Close 270 Participation Is Essential to Success 274 Proof Statements Build Believability 274 The Visual Presentation—Show and Tell 277
Visual Aids Help Tell the Story 277 Dramatization Improves Your Chances 278 Demonstrations Prove It 279 A Demonstration Checklist 281 Use Participation in Your Demonstration 281 Reasons for Using Visual Aids, Dramatics, and Demonstrations 282 Guidelines for Using Visual Aids, Dramatics, and Demonstrations 282
Technology Can Help! 283 The Ideal Presentation 283 Be Prepared for Presentation Difficulties 283 How to Handle Interruptions 284 Should You Discuss the Competition? 284 Be Professional 285 Where the Presentation Takes Place 286 Diagnose the Prospect to Determine Your Sales Presentation 286
Summary of Major Selling Issues 286 Key Terms for Selling 288 Sales Application Questions 288 Further Exploring the Sales World 289 Student Application Learning Exercises (SALES) 289 (Part 5 of 7)
CASES 10–1 Dyno Electric Cart Company 290 10–2 Major Oil, Inc. 291 CHAPTER 11 Welcome Your Prospect's Objections 296 Learning Objectives 296 Welcome Objections! 297 What Are Objections? 297 When Do Prospects Object? 297 Objections and the Sales Process 298 Basic Points to Consider in Meeting Objections 299 Plan for Objections 299 Anticipate and Forestall 299 Handle Objections as They Arise 301 Be Positive 301 Listen—Hear Them Out 301 Understand Objections 301 Practical or Psychological Objections 303
Six Major Categories of Objections 304 The Hidden Objection 304 The Stalling Objection 305 The No-Need Objection 307 The Money Objection 307 The Product Objection 310 The Source Objection 310
Techniques for Meeting Objections 311 The Dodge Neither Denies, Answers, nor Ignores 312 Don't Be Afraid to Pass Up an Objection 313 Rephrase an Objection as a Question 313 Postponing Objections Is Sometimes Necessary 314 Send It Back with the Boomerang Method 315 Ask Questions to Smoke Out Objections 317 Use Direct Denial Tactfully 319 The Indirect Denial Works 320 Compensation or Counterbalance Method 320 Let a Third Party Answer 321
Technology Can Effectively Help Respond to Objections! 321 After Meeting the Objection—What to Do? 321 First, Use a Trial Close—Ask for an Opinion 321 Move Back into Your Presentation 322 Move to Close Your Sale 323 If You Cannot Overcome the Objection 323
Summary of Major Selling Issues 324 Key Terms for Selling 325 Sales Application Questions 325 Further Exploring the Sales World 326 Student Application Learning Exercises (SALES) 326 (Part 6 of 7)
CASES 11–1 Ace Building Supplies 327 11–2 Electric Generator Corporation (B) 328 CHAPTER 12 Closing Begins the Relationship 330 Learning Objectives 330 When Should I Pop the Question? 331 Reading Buying Signals 332 What Makes a Good Closer? 333 Ask for the Order and Be Quiet 334 Get the Order—Then Move On! 334
How Many Times Should You Close? 335 Closing under Fire 335 Difficulties with Closing 336 Essentials of Closing Sales 336 Prepare Several Closing Techniques 338 The Alternative-Choice Close Is an Old Favorite 339 The Assumptive Close 340 The Compliment Close Inflates the Ego 340 The Summary-of-Benefits Close Is Most Popular 341 The Continuous-Yes Close Generates Positive
Responses 342 The Minor-Points Close Is Not Threatening 342 The T-Account or Balance-Sheet Close Was Ben Franklin's Favorite 344 The Standing-Room-Only Close Gets Action 346 The Probability Close 346 The Negotiation Close 347 The Technology Close 347
Prepare a Multiple-Close Sequence 348 Close Based on the Situation 348 Research Reinforces These Sales Success Strategies 348 Keys to Improved Selling 351 The Business Proposition and the Close 351 Use a Visual Aid to Close 352
When You Do Not Make the Sale 352 Summary of Major Selling Issues 352 Key Terms for Selling 355 Sales Application Questions 355 Further Exploring the Sales World 357 Student Application Learning Exercises (SALES) 359 (Part 7 of 7)
CASES 12–1 Skaggs Omega 359 12–2 Central Hardware Supply 360 12–3 Furmanite Service Company—A Multiple-Close Sequence 360 CHAPTER 13 Service and Follow-up for Customer Retention 362 Learning Objectives 362 Super Salespeople Discuss Service 363 Relationship Marketing and Customer Retention 364 The Product and Its Service Component 364 Expectations Determine Service Quality 365
Customer Satisfaction and Retention 366 Excellent Customer Service and Satisfaction Require Technology 366 So, How Does Service Increase Your Sales? 367 Turn Follow-up and Service into a Sale 367 Account Penetration Is a Secret to Success 369 Service Can Keep Your Customers 369 You Lose a Customer—Keep on Trucking 372 Increasing Your Customer's Sales 373 Returned Goods Make You a Hero 375 Handle Complaints Fairly 375 Build a Professional Reputation 376 Do's and Don'ts for Business Salespeople 377 Summary of Major Selling Issues 377 Key Terms for Selling 380 Sales Application Questions 380 Further Exploring the Sales World 381 Selling Experiential Exercise 381 What's Your Attitude toward Customer Service? 381
CASES 13–1 California Adhesives Corporation 381 13–2 Sport Shoe Corporation 382 PART IV TIME AND TERRITORY MANAGEMENT: KEYS TO SUCCESS Chapter 14 Time and Territory Management: Keys to Success 384 Learning Objectives 384 Customers Form Sales Territories 385 Why Establish Sales Territories? 385 Why Sales Territories May Not Be Developed 387
Elements of Time and Territory Management 387 Salesperson‘s Sales Quota 387 Account Analysis 387 Develop Account Objectives and Sales Quotas 390 Territory–Time Allocation 390 Return on Time Invested 391 Customer Sales Planning 395 Scheduling and Routing 396 Using the Telephone for Territorial Coverage 398 Territory and Customer Evaluation 399
Summary of Major Selling Issues 400 Key Terms for Selling 401 Sales Application Questions 401 Further Exploring the Sales World 402 Selling Experiential Exercise 402 CASES 14–1 Your Selling Day: A Time and Territory Game 403 14–2 Sally Malone's District—Development of an Account Segmentation
Plan 405 APPENDIX A Sales Call Role-Plays 407 Role-Play One: Consumer Sales 407 Role-Play Two: Distributor Sales 408 Role-Play Three: Business-to-Business 412 Role-Play Four: Business-to-Business 414 APPENDIX B Personal Selling Experiential Exercises 416 ACT! Express 416 Sell Yourself on a Job Interview 424 Rèsumè, Follow-up Letter, E-mail 426 How to Create a Portfolio 435 Sales Team Building 437 What's Your Style—Senser, Intuitor, Thinker, Feeler? 437 APPENDIX C Sales Technology Directory and www Exercises 441 Sales World Wide Web Directory 441 Act! and GoldMine Help Create Customers for Life! 443 Sales World Wide Web Exercises 444 Find Out about a Career in Sales! 444 Use Monster.com to Get a Job in Sales 444 Make a Sale and Get a Job! 445 Can the World Wide Web Help Build Relationships? 445 What Is Ethical in the World of Sales? 446 What Is Your Personality? 446 Business Intelligence: Can the Web Help? 447 Planning Your Sales Call on Dell Computer: Location, Travel, Maps, Research 447 Finding People, Organizations, Maps, Areas, Phone, and Address 448 What Is the Best Method to Determine Feedback? 449 Research Pays Off in the Sales Game! 449 Time Is Money, So Make Every Minute Count! 449 Comparing Places to Live for Your Salespeople 450 How Does Your Money Grow in a Retirement Fund? 450 Glossary of Selling Terms 451 Notes 458 Photo Credits and Acknowledgments 462 | 
2002 McGraw-Hill Higher Education