Personal Selling Building Customer Relationships and Partnerships

ISBN-10: 0618645705
ISBN-13: 9780618645701
Edition: 2nd 2007
List price: $339.95 Buy it from $3.00
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Description: In line with students' current career goals, Personal Selling focuses exclusively on professional business-to-business selling rather than retail selling. Early introduction of the Personal Selling Process (PSP) engages students from the beginning,  More...

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Book details

List price: $339.95
Edition: 2nd
Copyright year: 2007
Publisher: CENGAGE Learning
Publication date: 3/10/2006
Binding: Hardcover
Pages: 560
Size: 8.00" wide x 10.00" long x 1.00" tall
Weight: 2.530
Language: English

In line with students' current career goals, Personal Selling focuses exclusively on professional business-to-business selling rather than retail selling. Early introduction of the Personal Selling Process (PSP) engages students from the beginning, with tools for converting prospects into customers. The authors' latest research on customer loyalty and relationship marketing further distinguishes Personal Selling from other titles, which focus less on these pressing issues. Strategies for achieving long-term customer loyalty underscore how attracting, cultivating, and retaining satisfied customers leads to higher profitability for salespeople and their organizations. Clear, conversational writing allows students to easily understand the authors' research and analysis of the field. The Second Edition includes an updated discussion of technology tools and services that facilitate sales. Chapter 2 explores the behavioral, technological, and managerial forces affecting personal selling today, and discusses numerous inexorable changes within each. In addition to new examples and photos, a new feature follows an actual sales professional through the various aspects of his job. New! Revised and reorganized, Chapter 3now titled "Ethics and Legal Considerations in Personal Selling"covers ethical issues that arise when dealing with prospects and customers, co-workers, and the company. Unlike other personal selling texts, the chapter also discusses sexual harassment in the workplace. New! For the Second Edition, the authors have enhanced the text's real-world focus by incorporating current research, examples, and cases from actual companies. New! New Personal Profiles focus on salespeople from diverse backgrounds, demonstrating that there is no stereotypical profile of a successful salesperson. Five of the profiles are new to this edition and include interviews with representatives from Beiersdorf, DHL, and Samsung. In addition, a specific salesperson is profiled in the core chapters to illustrate the personal selling process. New! To increase the text's visual appeal, the Second Edition features a colorful, contemporary design and new photographs in every chapter, as well as five new icons that signal the following pedagogical features: On the Frontlines, It's Up to You, From the Command Post, Keeping Up Online, and enhanced online content. Updated! The impact of technology requires today's sales professional to be more tech savvy than ever. Chapter 2, "The Dynamic Personal Selling Environment," focuses on the empowerment of salespeople who use the latest technology in order to achieve customer satisfaction and loyalty. With respect to the Internet, the text covers the use of blogs, pod-casting, screen sharing, video conferencing, and personalized e-mails in the sales process. All chapters conclude with a set of key terms, chapter review questions, topics for thought and class discussion, new role-play exercises, new Internet research exercises, projects for personal growth, and a case. An additional case is found online.

Preliminary Contents
Overview of Personal Selling
Introduction to Personal Selling: It's a Great Career!
Marketing and Personal Selling: Changing with the Times Personal Selling: A Fresh Look
What Is a Customer?
What Is a Product?
Diverse Roles of the Professional Salesperson
What Does a Professional Salesperson Do?
Using Technology to Sell Better Benefits of Professional
Personal Selling as a Career
Careers for Different Types of Individuals
Adjusting to the Dynamic Personal
Selling Environment Megatrends Affecting Personal
Selling Adapting to Megatrends Professional
Salespeople as Customer Relationship Managers
Ethical and Legal Considerations in Personal Selling What Are Ethics?
Ethical Concerns of Salespeople
The Company's Ethical Eyes and Ears in the Field
Behaving Ethically, Every Day Going Beyond
Ethics: Laws Affecting Business-to-Business
Personal Selling Bribery: Unethical Ethics and Regulation
Practices and Regulation in International Sales Making Ethical Decisions
The Personal Selling Process
Prospecting for and Qualifying Leads: Filling the Salesperson's "Pot of Gold" Stages in the Personal Selling Process
The Importance of Prospecting Prospecting for Leads
The Prospecting Plan Prospects: The Salesperson's Pot of Gold Qualifying: How a Lead Becomes a Prospect
Planning the Sales Call: Steps to a Successful Approach
Importance of Planning the Sales Call
Planning for the Sales Call: Seven Steps To Preapproach Success
Initial Call Reluctance--Sales "Stage Fright" Interaction with the Receptionist Approaching the Prospect Greeting the Prospect Improving One's Self-Image
Sales Presentation and Demonstration: The Pivotal Exchange
The First Sales Call and the Sales Presentation
Planning the Sales Presentation
General Guidelines for Effective Sales Presentations
Sales Presentations to Groups
Sales Presentation Strategies
Adaptive Versus Canned Sales Presentations
Written Presentations Selling the Long-Term Relationship
Negotiating Sales Resistance and Objections for "Win-Win"
What Are Buyer Objections and Resistance?
Planning for Objections Different Forms of Objections
Identifying and Dealing with the Prospect's Key Objection
Negotiating with Prospects and Customers
Specific Techniques for Negotiating Buyer Objections
A Major Nemesis: Price Resistance
Confirming and Closing the Sale: Start of the Long-Term Relationship Closing and Confirming the Sale Avoiding the Close
The Trial Close Principles of Persuasion in Closing
Closing Techniques Letting Customers
Close the Sale Silence Can Be Golden in Closing
Closing Mistakes
How Do You Handle Sales Rejection?
Immediate Post-Sale Activities
Following Up and Servicing the Account: Building Strategic Partnerships
By Keeping Customers Satisfied and Loyal
The Nature of Buyer-Seller interactions
What Is Customer Service?
Importance of Customer Satisfaction
Customer Follow-Up Strategies
Closing with the Customer Service
Team Keeping Up with Rising Customer Service
Expectations Evaluating Customer Service
Understanding and Communicating with Customers
Understanding Organizational Markets
What Organizational Buyers Want from Salespeople
Industrial Markets Resellers
Government Markets Not-for-Profit Markets
Negotiating Styles of Organizational Buyers
Business Orientation of Organizational
Buyers International Negotiations
Strategic Understanding of Your Company, Products, Competition, and Markets Strategic
Understanding of Your Company Strategic
Understanding of Your Products Strategic
Understanding of Your Competition Strategic
Understanding of Your Competition Strategic
Understanding of Your Markets
Communicating Effectively with Diverse Customers
What Is Communication?
Developing Communication Skills
Communication Styles Communication and Trust Building
Managing Your Time and Your Territory
Self-Management Effectiveness
And Efficiency Sales Activities
Setting Priorities Account And Territory Management
Working Smarter
Starting Your Personal Selling Career
Your Career in Sales
What Companies Look for in New Salespeople
How Companies Screen
You for a Sales Job
Selling Yourself to a Prospective Employer
Your Early Sales Career

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