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Preface, iv
Part 1. THE FIELD OF SELLING, 2
Chapter 1. Selling and Salespeople, 2
Why Learn about Personal Selling?, 4
Creating Value: The Role of Salespeople in Business, 6
What Do Salespeople Do?, 7
Client Relationship Manager, 7
Account Team Manager, 9
Vendor and Channel Manager, 9
Information Provider to Their Firm, 9
Types of Salespeople, 10
Selling and Distribution Channels, 10
Describing Sales Jobs, 12
The Sales Jobs Continuum, 14
Examples of Sales Jobs, 14
Characteristics of Successful Salespeople, 15
Self-Motivated, 15
Dependability and Trustworthiness, 15
Ethical Sales Behavior, 16
Customer and Product Knowledge, 16
Ability to Use Information Technology, 16
Communication Skills, 16
Flexibility and Agility, 17
Creativity, 17
Confidence and Optimism, 17
Emotional Intelligence, 17
Are Salespeople Born or Made?, 18
Rewards in Selling, 18
Independence and Responsibility, 18
Financial Rewards, 19
Management Opportunities, 20
The Building Partnerships Model, 20
Summary, 21
Key Terms, 22
Ethics Problems, 22
Questions and Problems, 22
Case Problems, 23
Role Play Case, 25
Additional References, 25
Chapter 2. Building Partnering Relationships, 28
The Evolution of Personal Selling, 30
Relationships and Selling, 32
Types of Relationships, 33
Market Exchanges, 33
Partnerships, 35
Characteristics of Successful Partnerships, 38
Mutual Trust, 38
Open Communication, 42
Common Goals, 43
Commitment to Mutual Gain, 43
Organizational Support, 44
Phases of Relationship Development, 46
Awareness, 46
Exploration, 46
Expansion, 47
Commitment, 47
Dissolution, 47
Managing Relationships and Partnering, 47
Choosing the Right Relationship, 47
Using Technology to Increase Efficiency, 49
Summary, 50
Key Terms, 50
Ethics Problems, 50
Questions and Problems, 51
Case Problems, 51
Role Play Case, 53
Additional References, 53
Part 2. KNOWLEDGE AND SKILL REQUIREMENTS, 56
Chapter 3. Ethical and Legal Issues in Selling, 56
Ethics and Personal Selling, 58
Ethics and Partnering Relationships, 58
Factors Influencing the Ethical Behavior of Salespeople, 59
Selling Ethics and Relationships, 63
Relationships with Customers, 64
Relationships with the Salesperson's Company, 68
Relationships with Colleagues, 70
Relationships with Competitors, 71
Legal Issues, 71
Uniform Commercial Code, 71
Misrepresentation or Sales Puffery, 73
Illegal Business Practices, 74
Business Defamation, 74
International Ethical and Legal Issues, 77
Resolving Cultural Differences, 77
Legal Issues, 78
Summary, 78
Key Terms, 79
Questions and Problems, 79
Case Problems, 81
Role Play Case, 82
Additional References, 82
Chapter 4. Buying Behavior and the Buying Process, 84
Types of Customers, 86
Producers, 86
OEM Purchasers, 86
End Users, 87
Resellers, 87
Government Agencies, 88
Institutions, 89
Consumers, 90
Organizational Buying and Selling, 90
Complexity of the Organizational Buying Process, 90
Derived versus Direct Demand, 92
How Do Organizations Make Buying Decisions?, 92
Steps in the Buying Process, 92
Creeping Commitment, 94
Types of Organizational Buying Decisions, 95
New Tasks, 96
Straight Rebuys, 96
Modified Rebuys, 97
Who Makes the Buying Decision?, 97
Users, 97
Initiators, 97
Influencers, 98
Gatekeepers, 98
Deciders, 99
Supplier Evaluation and Choice, 99
Organizational Needs and Criteria, 100
Individual Needs of Buying Center Members, 103
Professional Purchasing's Growing Importance, 104
Supply Chain Management, 104
Supplier Relationship Management, 106
The Internet and Business-to-Business Selling, 108
Summary, 109
Key Terms, 110
Ethics Problems, 110
Questions and Problems, 111
Case Problems, 112
Role Play Case, 113
Appendix: Multiattribute Model of Product Evaluation and Choice, 114
Additional References, 119
Chapter 5. Using Communication Principles to Build Relationships, 122
Building Relationships through Two-Way Communication, 124
The Communication Process, 124
Communication Breakdowns, 124
Sending Verbal Messages Effectively, 125
Choice of Words, 125
Voice Characteristics, 126
Stories, 127
Active Listening, 127
Repeating Information, 128
Restating or Rephrasing Information, 129
Clarifying Information, 130
Summarizing the Conversation, 130
Tolerating Silences, 130
Concentrating on the Ideas Being Communicated, 131
Reading Nonverbal Messages from Customers, 131
Body Angle, 131
Face, 131
Arms, 132
Hands, 132
Legs, 133
Body Language Patterns, 133
Sending Messages with Nonverbal Communication, 134
Using Body Language, 134
The Role of Space and Physical Contact, 136
Appearance, 137
Communicating via Technology, 139
Telephone and Voice Mail Communications, 139
E-mail Communications, 140
Adjusting for Cultural Differences, 142
Summary, 143
Key Terms, 144
Ethics Problems, 144
Questions and Problems, 144
Case Problems, 145
Role Play Case, 146
Additional References, 147
Chapter 6. Adaptive Selling for Relationship Building, 148
Types of Presentations, 150
Standard Memorized Presentation, 150
Outlined Presentation, 150
Customized Presentation, 150
Adaptive Selling and Sales Success, 151
Knowledge Management, 153
Product and Company Knowledge, 153
Knowledge about Sales Situations and Customers, 154
How to Create Knowledge, 154
Retrieving Knowledge from the Knowledge Management System, 155
The Social Style Matrix: A Training Program for Building Adaptive Selling Skills, 155
Dimensions of Social Styles, 155
Categories of Social Styles, 156
Identifying Customers' Social Styles, 159
Social Styles and Sales Presentations, 159
Versatility, 161
The Role of Knowledge, 162
Systems for Developing Adaptive Selling Skills, 162
Summary, 164
Key Terms, 164
Ethics Problems, 165
Questions and Problems, 165
Case Problems, 165
Role Play Case, 166
Additional References, 167
Part 3. THE PARTNERSHIP PROCESS, 168
Chapter 7. Prospecting, 168
The Importance of Prospecting, 170
Characteristics of a Good Prospect, 170
Does a Want or Need Exist?, 172
Does the Lead Have the Ability to Pay?, 172
Does the Lead Have the Authority to Buy?, 172
Can the Lead Be Approached Favorably?, 173
Is the Lead Eligible to Buy?, 173
Other Criteria, 173
How and Where to Obtain Prospects, 173
Satisfied Customers, 174
Endless-Chain Method, 175
Networking, 176
The Internet, 178
Ads and Direct Mail, 179
Shows, Fairs, and Merchandise Markets, 180
Seminars, 182
Lists and Directories, 182
Data Mining and CRM Systems, 183
Cold Calling, 183
Spotters, 185
Telemarketing, 186
Sales Letters, 186
Other Sources of Leads, 188
Lead Qualification and Management Systems, 189
Overcoming a Reluctance to Prospect, 190
Summary, 191
Key Terms, 191
Ethics Problems, 192
Questions and Problems, 192
Case Problems, 193
Role Play Case, 194
Additional References, 195
Chapter 8. Planning the Sales Call, 196
Why Plan the Sales Call?, 199
Obtaining Precall Information, 200
The Prospect/Customer as an Individual, 201
The Prospect's/Customer's Organization, 201
Sources of Information, 203
Resources within Your Company, 203
The Internet, 203
Secretaries and Receptionists, 205
Noncompeting Salespeople, 205
Traditional Secondary Sources, 205
The Prospect, 205
Other Sources, 205
Setting Call Objectives, 206
Criteria for Effective Objectives, 207
Setting More Than one Call Objective, 208
Setting Objectives for Several Calls, 209
Buyers Are Setting Goals Also, 211
Making an Appointment, 211
The Right Person, 211
The Right Time, 213
The Right Place, 213
Cultivating Relationships with Subordinates, 213
Telephoning for Appointments, 214
Additional Planning, 214
Summary, 216
Key Terms, 216
Ethics Problems, 217
Questions and Problems, 217
Case Problems, 218
Role Play Case, 219
Additional References, 220
Chapter 9. Making the Sales Call, 222
Making a Good Impression, 224
Waiting for the Prospect, 224
Very First Impressions, 226
Selecting a Seat, 227
Getting the Customer's Attention, 227
Developing Rapport, 227
When Things Go Wrong, 229
Identifying the Prospect's Needs: the Power of Asking Questions, 230
Asking Open and Closed Questions, 231
SPIN® Technique, 233
Reiterating Needs You Identified before the Meeting, 235
Additional Considerations, 235
Developing a Strategy for the Presentation, 236
Offering Value: the Solution to the Buyer's Needs, 236
Relating Features to Benefits, 237
Assessing Reactions, 239
Building Credibility during the Call, 241
Selling to Groups, 243
Summary, 244
Key Terms, 245
Ethics Problems, 245
Questions and Problems, 246
Case Problems, 246
Role Play Case, 247
Additional References, 248
Chapter 10. Strengthening the Presentation, 250
Characteristics of a Strong Presentation, 252
Keeps the Buyer's Attention, 252
Improves the Buyer's Understanding, 252
Helps the Buyer Remember What Was Said, 253
Offers Proof of the Salesperson's Assertions, 253
Creates a Sense of Value, 254
How to Strengthen the Presentation, 254
Verbal Tools, 254
Visual Tools, 255
Product Demonstrations, 260
Handouts, 262
Written Proposals, 263
Value Analysis: Quantifying the Solution, 264
Dealing with the Jitters, 269
Summary, 270
Key Terms, 270
Ethics Problems, 271
Questions and Problems, 271
Case Problems, 272
Role Play Case, 273
Additional References, 274
Chapter 11. Responding to Objections, 276
The Goal Is to Build Relationships and Sell Value, 278
When Do Buyers Raise Objections?, 279
Setting Up an Initial Appointment, 279
The Presentation, 279
Attempting to Obtain Commitment, 279
After the Sale, 280
Common Objections, 280
Objections Related to Needs, 280
Objections Related to the Product, 281
Objections Related to the Source, 282
Objections Related to the Price, 283
Objections Related to Time, 284
Other Objections, 284
Behaviors of Successful Salespeople, 284
Anticipate Objections, 284
Forestall Known Concerns, 285
Relax and Listen—Do Not Interrupt, 285
Evaluate Objections, 287
Always Tell the Truth, 288
Effective Response Methods, 288
Direct Denial, 289
Indirect Denial, 290
Compensation Method, 291
Referral Method, 293
Revisit Method, 293
Acknowledge Method, 294
Postpone Method, 294
Using the Methods, 295
Objections When Selling to a Group of Buyers, 296
The Price Objection, 297
Use Up-to-Date Information, 297
Establish the Value, 297
Use Communication Tools Effectively, 299
Dealing with Tough Customers, 299
Summary, 300
Key Terms, 300
Ethics Problems, 301
Questions and Problems, 301
Case Problems, 302
Role Play Case, 303
Additional References, 304
Chapter 12. Obtaining Commitment, 306
Securing Commitment Today, 308
Part of the Process, 309
The Importance of Securing Commitment, 310
Financial Terms and Conditions, 311
Discounts, 311
Credit Terms, 312
Shipping Costs, 313
Presenting Price, 313
When to Attempt to Obtain Commitment, 314
Buyer Comments, 314
Nonverbal Cues, 315
How to Successfully Obtain Commitment, 316
Maintain a Positive Attitude, 316
Let the Customer Set the Pace, 316
Be Assertive, Not Aggressive, 317
Sell the Right Item in the Right Amounts, 317
Effective Methods, 318
Direct Request, 319
Benefit Summary, 319
Balance Sheet Method, 320
Probing Method, 321
Alternative Choice, 322
Other Methods, 322
If Commitment Is Obtained, 322
No Surprises, 323
Confirm the Customer's Choice, 323
Get the Signature, 324
Show Appreciation, 324
Cultivate for Future Calls, 324
Review the Actions to Be Taken, 325
If Commitment Is Not Obtained, 325
Some Reasons for Lost Opportunities, 326
Discovering the Cause, 326
Suggestions for Dealing with Rejection, 327
Bringing the Interview to a Close, 328
Summary, 328
Key Terms, 329
Ethics Problems, 329
Questions and Problems, 330
Case Problems, 330
Role Play Case, 333
Additional References, 333
Chapter 13. Formal Negotiating, 334
The Nature of Negotiation, 336
Negotiation versus Nonnegotiation Selling, 336
What Can Be Negotiated?, 337
Are You a Good Negotiator?, 337
Planning for the Negotiation Session, 339
Location, 339
Time Allotment, 339
Negotiation Objectives, 340
Team Selection and Management, 342
Individual Behavior Patterns, 344
Information Control, 346
The Negotiation Meeting, 346
Preliminaries, 346
General Guidelines, 347
Dealing with Win-Lose Negotiators, 348
Making Concessions, 352
Recap of a Successful Negotiation Meeting, 353
Summary, 354
Key Terms, 355
Ethics Problems, 355
Questions and Problems, 355
Case Problems, 356
Role Play Case, 358
Additional References, 358
Chapter 14. After the Sale: Building Long-Term Partnerships, 360
The Value of Customers, 362
Exploration, 364
Set the Right Expectations, 364
Monitor Order Processing, 364
Ensure Proper Initial Use of the Product or Service, 366
Follow Up, 366
Handle Customer Complaints, 367
Expansion, 371
Generating Repeat Orders, 372
Upgrading, 374
Full-Line Selling, 375
Cross-Selling, 375
Commitment, 376
Securing Commitment to a Partnership, 378
Commitment Must Be Complete, 378
Communication, 378
Corporate Culture, 379
The Salesperson as Change Agent, 380
Dissolution, 383
Limited Personal Relationships, 383
Failing to Monitor Competitor Actions, 384
Failing to Monitor the Industry, 384
Falling Into Complacency, 384
Conflict, 385
Summary, 386
Key Terms, 387
Ethics Problems, 387
Questions and Problems, 387
Case Problems, 388
Role Play Case, 390
Additional References, 390
Part 4. THE SALESPERSON AS MANAGER, 392
Chapter 15. Managing Your Time and Territory, 392
The Value of Time, 394
The Self-Management Process, 394
Setting Goals, 395
The Need for Goals, 395
The Nature of Goals, 395
Types of Sales Goals, 397
Setting Sales Goals, 399
Allocating Resources, 399
Resources to Be Allocated, 399
Where to Allocate Resources, 399
Account Classification and Resource Allocation, 400
Investing in Accounts, 404
Implementing the Time Management Strategy, 405
Daily Activity Planning, 406
Guidelines, 406
Planning Process, 407
Making More Calls, 408
Handling Paperwork and Reports, 411
Evaluating Performance, 413
Postcall Analysis, 413
Activity Analysis, 413
Performance Analysis, 414
Productivity Analysis, 415
Summary, 415
Key Terms, 416
Ethics Problems, 416
Questions and Problems, 417
Case Problems, 417
Role Play Case, 419
Additional References, 420
Chapter 16. Managing within Your Company, 422
Building Internal Partnerships, 424
The Importance of Internal Partnerships, 424
The Role of Sales, 424
Selling Internally, 425
Company Areas Important to Salespeople, 427
Manufacturing, 427
Administration, 428
Shipping, 428
Customer Service, 429
Marketing, 429
Sales, 430
Partners in the Sales Organization, 430
Sales Management, 430
Field Sales Managers, 435
Managing Ethics in Sales, 437
Ethics and the Sales Executive, 437
Ethics and the Field Sales Manager, 438
Responding to Unethical Requests, 438
Salespeople as Partners, 439
Geographic Salespeople, 439
Account Salespeople, 440
Product Specialists, 443
Inside versus Outside, 443
Sales Teams, 444
Summary, 446
Key Terms, 446
Ethics Problems, 447
Questions and Problems, 447
Case Problems, 448
Role Play Case, 450
Additional References, 450
Chapter 17. Managing Your Career, 452
Opportunities in Selling, 454
Making a Good Match, 454
Understanding Yourself, 455
Understanding the Company, 457
The Recruiting Process, 460
Selecting Salespeople, 460
Applicant Information Sources, 460
Selling Your Capabilities, 462
Preparing the Résumé, 462
Gaining the Interview, 462
The Interview, 467
Special Types of Interviews, 471
Follow-Up, 472
Interviewing Never Ends, 472
Managing Your Career Goals, 472
Making the Transition from College to Career, 473
Dual Career Path, 474
Continue to Develop Your KSAS, 474
Managing Stress, 476
Situational Stress, 477
Felt Stress, 478
Summary, 479
Key Terms, 480
Ethics Problems, 480
Questions and Problems, 480
Case Problems, 481
Role Play Case, 482
Additional References, 482
Role Play Case 1: Stubb's Bar-B-Q, RP-483
Role Play Case 2: NetSuite, RP-487
Photo Credits, 490
Endnotes, EN-1
Glossary, G-1
Indexes, I-1

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