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The Art of Selling | |
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The Life and Career of a Professional Salesperson | |
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Introduction | |
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Understanding the Universal Need for Sales | |
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Using Sales Skills | |
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The Concept of Selling | |
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Self-Check | |
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Using the Approaches of the Trade | |
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Person-to-Person | |
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Telemarketing | |
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Direct Mail | |
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E-Mail | |
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The Internet | |
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Self-Check | |
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Experiencing the Learning Curve | |
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Unconscious Incompetence | |
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Conscious Incompetence | |
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Conscious Competence | |
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Unconscious Competence | |
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Self-Check | |
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Describing the Ideal Sales Professional | |
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Creating the Selling Triangle | |
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The 10 Characteristics of a Successful Sales Professional | |
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Self-Check | |
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Shifting into High Gear: Professional Sales | |
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Preparing Before the Sales Pitch | |
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Maintaining Professionalism in Your Presentation | |
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Communicating Effectively | |
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Having Realistic Expectations | |
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Maintaining Your Discipline and Commitment | |
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Evaluating Yourself | |
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Self-Check | |
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Using Technology in Sales | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Ethical and Legal Issues in Selling | |
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Introduction | |
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Making Ethical Decisions | |
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The Role of a Job Description in Ensuring Ethics | |
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The Role of the Business Environment in Ethics | |
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Ethics Training | |
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Self-Check | |
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Factors That Influence the Ethics of Salespeople | |
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Relativism and Idealism | |
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Machiavellianism | |
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Conventional Morality | |
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Self-Check | |
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Ethical Problems Salespeople Face | |
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Hiring and Firing | |
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House Accounts | |
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Expense Accounts | |
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Gifts for Buyers | |
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Bribes | |
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Entertainment | |
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Sexual Harassment | |
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Whistle-blowing | |
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Self-Check | |
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Relying on Government Regulation for Sales Ethics | |
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Reasons for Regulations | |
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Problems with Regulation | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Preparing for the Sale | |
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Why People Buy | |
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Introduction | |
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Uncovering Needs and Wants | |
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Self-Check | |
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Developing the Seven Steps of the Sales Strategy | |
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Step 1: Prospecting | |
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Step 2: Original Contact | |
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Step 3: Qualification | |
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Step 4: Presentation | |
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Step 5: Addressing Concerns | |
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Step 6: Closing the Sale | |
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Step 7: Getting Referrals | |
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Self-Check | |
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Buying Motives | |
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Task Motives vs. Personal Buying Motives | |
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Transactional Relationship vs. Consultative Relationships | |
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Self-Check | |
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How Customers Make Buying Decisions | |
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The Standardized Model | |
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The Need-Satisfaction Model | |
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The Problem-Solution Model | |
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Thinking Outside the Models | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Communication Skills for Relationship Building | |
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Introduction | |
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The Importance of Communication Skills in Sales | |
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Self-Check | |
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Developing Communication-Style Flexibility | |
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Believers | |
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Wheeler-dealers | |
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No-Nonsense Buyers | |
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Evaders | |
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Complainers | |
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Analyzers | |
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Power Seekers | |
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Disorganized and Controlling Buyers | |
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Cynics | |
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Self-Check | |
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Communication Do's and Don'ts | |
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Positive Nonverbal Messages | |
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Negative Nonverbal Messages | |
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Self-Check | |
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Vocabulary of a Great Salesperson | |
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Self-Check | |
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Listening to Your Clients | |
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Self-Check | |
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Cultural Considerations | |
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Unique Cultural Needs | |
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Getting Names Right | |
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Making an Appointment | |
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Presenting Your Business Card | |
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Respecting Personal Space | |
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Meeting and Greeting People | |
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Giving Gifts | |
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Choosing Your Words Wisely | |
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Self-Check | |
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Relationship Building | |
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The Evolution of a Relationship | |
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Relationship Binders | |
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Relating Skills | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Prospecting | |
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Introduction | |
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Prospecting: An Introduction | |
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Self-Check | |
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Where to Find Prospects | |
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Current Customers | |
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Chambers of Commerce and Public Libraries | |
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The Internet | |
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List Brokers | |
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Your Current Contacts | |
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The Yellow Pages and Toll-Free Directories | |
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Your Colleagues and Other Professionals | |
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The Newspaper | |
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Self-Check | |
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Qualifying a Prospect | |
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Following the NEADS Formula | |
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Questioning Your Way to Success | |
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Self-Check | |
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Organizing Your Prospect Information | |
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An Organized Workspace | |
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Technological Tools | |
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Organization in Contacting Prospects | |
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Self-Check | |
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Developing a Prospecting and Sales Forecasting Plan | |
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Qualitative Methods | |
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Data Needed in Order to Use Qualitative Methods | |
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Quantitative Techniques | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Planning a Sales Call | |
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Introduction | |
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Obtaining Knowledge | |
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The Product | |
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Your Customers | |
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Your Organization | |
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The Competition | |
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The Environment | |
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Self-Check | |
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Developing a Marketing Strategy | |
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Market Segmentation | |
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Target Marketing | |
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Positioning Strategy | |
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Understanding the Purchasing Process | |
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Self-Check | |
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Establishing Sales Presentation Objectives | |
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Self-Check | |
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Advocating Skills | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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The Selling Process | |
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Making a Sales Call | |
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Introduction | |
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Getting an Appointment | |
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Telephone Calls | |
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In-Person Calls | |
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Letters | |
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Third-Party Introductions | |
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Self-Check | |
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Making a First Impression | |
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Self-Check | |
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Approaching a Customer | |
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Managing Sales Call Anxiety and Motivation | |
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Courtesy and Common Sense | |
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Being Observant | |
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Self-Check | |
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Before Opening the Presentation | |
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Self-Check | |
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Using Attention-Getters | |
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Self-Check | |
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The Biggest Sales Mistakes | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Elements of a Great Sales Presentation | |
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Introduction | |
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The Importance of the Sales Presentation | |
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Self-Check | |
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Components of a Successful Presentation | |
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Finding the Power Players | |
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Keeping the Presentation as Brief as Possible | |
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Handling Breaks | |
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Preparing Beforehand | |
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Customizing Your Materials | |
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Developing Your Selling Vocabulary | |
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Deciphering Body Language | |
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Being Comfortable with Long-Distance Presentations | |
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Establishing Trust | |
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Self-Check | |
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Solution Presentations | |
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Self-Check | |
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Adjuncts to a Presentation | |
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Product Specifications | |
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Written Proposals | |
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Self-Check | |
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Proof Devices for Effective Sales Presentations | |
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The Product | |
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Visual Aids | |
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Demonstrations | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Responding to Objections | |
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Introduction | |
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Negotiating Buyer Concerns and Problems | |
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Self-Check | |
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Common Sources of Buyer Concerns | |
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Fear of Salespeople | |
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Fear of Failure | |
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Fear of Owing Money | |
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Fear of Deception | |
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Fear of Embarrassment | |
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Fear of the Unknovm | |
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Fear of Repeating Past Mistakes | |
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Fear Generated by Others | |
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Self-Check | |
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General Steps for Negotiating Buyer Concerns | |
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Self-Check | |
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Specific Steps in Negotiating Buyer Concerns | |
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Listening to the Ghent's Feelings | |
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Share the Concerns Without Judgment | |
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Clarifying the Real Issue by Asking Questions | |
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Problem-Solving by Presenting Options and Solutions | |
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Asking for Action to Determine Commitment | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Closing a Sale | |
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Introduction | |
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Guidelines for Closing a Sale | |
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Focusing on Buying Motives | |
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Using Trial Closes to Gauge Interest | |
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Asking a Reflex Question | |
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Knowing What You Can Deliver | |
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Displaying Self-Confidence | |
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Asking for the Order More Than Once | |
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Recognizing Closing Cues | |
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Self-Check | |
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Closing Techniques | |
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The Basic Oral Close | |
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The Basic Written Close | |
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The Alternative Choice Close | |
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The Porcupine Method | |
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The Summary Close | |
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Sharp Angling | |
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The Higher Authority Close | |
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Advanced Closing Techniques | |
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Self-Check | |
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Dealing with "I Want to Think It Over" | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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After the Sale: Service to Build a Partnership | |
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Introduction | |
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Building Long-Term Partnerships | |
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Creating More Value for the Customer | |
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Achieving Successful Sales | |
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Self-Check | |
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Customer Service Methods That Strengthen a Partnership | |
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Cross-Selling and Up-Selling to Grow Sales | |
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Following Up | |
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Sending Thank-You Notes | |
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Self-Check | |
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Preplanning Your Service Strategy | |
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Self-Check | |
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Getting Referrals | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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You Try It | |
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Managing Yourself and Your Career | |
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Time and Territory Management: Keys to Success | |
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Introduction | |
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Managing Yourself | |
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Self-Discipline | |
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Good Habits | |
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Self-Check | |
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Time Management | |
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Time Traps | |
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Professional Selling Efficiency | |
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Productivity Gains | |
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Self-Check | |
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Suggestions for Time Management | |
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Self-Check | |
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Territory Management | |
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What Territory Management Involves | |
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Territory Design | |
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Sales Call Plans | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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| |
You Try It | |
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Managing and Training Others | |
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Introduction | |
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Sales Management Functions | |
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Self-Check | |
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Recruitment and Selection of Salespeople | |
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The Planning Process | |
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Recruiting Salespeople | |
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Selecting Salespeople | |
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Interviewing Salespeople | |
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Avoiding Nine Common Recruiting Mistakes | |
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Validating the Hiring Process | |
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Self-Check | |
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Orientation and Training | |
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The Benefits of a Training Program | |
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Planning for Training | |
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Self-Check | |
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Team Building | |
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Self-Check | |
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Sales Force Motivation | |
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Individual Needs | |
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Career Stages | |
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Incentive and Recognition Programs | |
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Self-Check | |
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Compensation Plans | |
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Expense Reimbursement | |
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Benefits | |
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Self-Check | |
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Assessing Sales Force Productivity | |
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Six Insights for Evaluation and Control Systems | |
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Self-Check | |
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Summary | |
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Key Terms | |
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Summary Questions | |
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Applying This Chapter | |
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| |
You Try It | |
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Endnotes | |
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Glossary | |
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Index | |