ABCs of Relationship Selling

Title
Contents
PART I SELLING AS A PROFESSION
1 The Life, Times, and Career of the Professional Salesperson
What Is the Purpose of Business?
The Primary Goal of Business
Marketing’s Definition
Essentials of a Firm’s Marketing Effort
Product: It’s More than You Think
Price: It’s Important to Success
Distribution: It Has to Be Available
Promotion: You Have to Tell People about It
What Is Selling?
Personal Selling Today
How Some Salespeople Are Viewed
What about You?
A New Definition of Personal Selling
Think of Your Grandmother
The Golden Rule of Personal Selling
Salesperson Differences
Everybody Sells!
What Salespeople Are Paid to Do
Why Choose a Sales Career?
Service: Helping Others
A Variety of Sales Jobs Are Available
Freedom of Action: You’re on Your Own
Job Challenge Is Always There
Opportunities for Advancement Are Great
Rewards: The Sky’s the Limit
You Can Move Quickly into Management
Is a Sales Career Right for You?
A Sales Manager’s View of the Recruit
Success in Selling—What Does It Take?
S—Success Begins with Love
S—Service to Others
U—Use the Golden Rule of Selling
C—Communication Ability
C—Characteristics for the Job
E—Excels at Strategic Thinking
S—Sales Knowledge at the M.D. Level
S—Stamina for the Challenge
C—Characteristics for the Job Examined
Caring, Joy, Harmony
Patience, Kindness, Moral Ethics
Faithful, Fair, Self-Control
Do Success Characteristics Describe You?
Relationship Selling
Sales Jobs Are Different
What Does a Professional Salesperson Do?
Reflect Back
The Future for Salespeople
Learning Selling Skills
Preparing for the 21st Century
Ethical Megatrend Shaping Sales and Business
E-Selling: Technology and Information Build Relationships
Selling Is for Large and Small Organizations
The Plan of This Textbook
Building Relationships through the Sales Process
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: Aerobic, Strength, and Flexibility Exercise Guidelines
Crossword of Selling Terms: Selling as a Profession
CASE 1.1 What They Didn’t Teach Us in Sales Class
Chapter 1 Appendix: The Golden Rule of Personal Selling as Told by a Salesperson
The Golden Rule of Selling
Others Includes Competitors
Sales is Your Calling to Serve
To Serve, You Need Knowledge
Customers Notice Integrity
Personal Gain is Not Your Goal
Others Come First
The Golden Rule is Not
Corruptible It is Not
Self-Serving It is Not
Comprehensive It is Not
Easy to Follow It is Not
The Great Harvest Law of Sales
A Corny Example
The Common Denominator of Sales Success
The Fruits of the Selling Spirit
2 Ethics First
Social, Ethical, and Legal Influences
Management’s Social Responsibilities
Organizational Stakeholders
An Organization’s Main Responsibilities
How to Demonstrate Social Responsibility
What Influences Ethical Behavior?
The Individual’s Role
The Organization’s Role
Are There Any Ethical Guidelines?
What Does the Research Say?
What Does One Do?
Is Your Conscience Reliable?
Sources of Significant Influence
Three Guidelines for Making Ethical Decisions
Will the Golden Rule Help?
Management’s Ethical Responsibilities
What Is Ethical Behavior?
What Is an Ethical Dilemma?
Ethics in Dealing with Salespeople
Level of Sales Pressure
Decisions Affecting Territory
To Tell the Truth?
The Ill Salesperson
Employee Rights
Salespeople’s Ethics in Dealing with Their Employers
Misusing Company Assets
Moonlighting
Cheating
Affecting Other Salespeople
Technology Theft
Ethics in Dealing with Customers
Bribes
Misrepresentation
Price Discrimination
Tie-in Sales
Exclusive Dealership
Reciprocity
Sales Restrictions
The International Side of Ethics
Managing Sales Ethics
Follow the Leader
Leader Selection Is Important
Establish a Code of Ethics
Create Ethical Structures
Encourage Whistle-Blowing
Create an Ethical Sales Climate
Establish Control Systems
Ethics in Business and Sales
Helpful Hints in Making Career Decisions
Do Your Research!
The Tree of Business Life
Ethics Rule Business
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: Ethical Work Climates
Crossword of Selling Terms: Ethics First
Customer Relationships
CASES 2.1 Ethical Selling at Perfect Solutions: The Case of the Delayed Product
2.2 Sales Hype: To Tell the Truth or Stretch It, That Is the Question
PART II PREPARATION FOR RELATIONSHIP SELLING
3 The Psychology of Selling: Why People Buy
The Tree of Business Life: Benefits
Why People Buy—The Black Box Approach
Psychological Influences on Buying
Motivation to Buy Must Be There
Economic Needs: The Best Value for the Money
Awareness of Needs: Some Buyers Are Unsure
A FAB ulous Approach to Buyer Need Satisfaction
The Product’s Features: So What?
The Product’s Advantages: Prove It!
The Product’s Benefits: What’s in It for Me?
How to Determine Important Buying Needs—A Key to Success
The Trial Close—A Great Way to Uncover Needs and SELL
SELL Sequence
Your Buyer’s Perception
Perceptions, Attitudes, and Beliefs
Example of a Buyer’s Misperceptions
The Buyer’s Personality Should Be Considered
Self-Concept
Adaptive Selling Based on Buyer’s Style
Personality Typing
Adapt Your Presentation to the Buyer’s Style
What Is Your Style?
You Can Classify Buying Situations
Some Decisions Are Routine
Some Decisions Are Limited
Some Decisions Are Extensive
Technology Provides Information
View Buyers as Decision Makers
Need Arousal
Collection of Information
Information Evaluation
Purchase Decision
Postpurchase
Satisfied Customers Are Easier to Sell To
To Buy or Not to Buy—A Choice Decision
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Student Application Learning Exercises (SALES)
SALE 1 of 7—Chapter 3
Selling Experiential Exercise: Is Organizational Selling for You?
Crossword of Selling Terms: The Psychology of Selling: Why People Buy
CASES 3.1 Economy Ceiling Fans, Inc.
3.2 McDonald’s Ford Dealership
4 Communication for Relationship Building: It’s Not All Talk
The Tree of Business Life: Communication
Communication: It Takes Two
Salesperson–Buyer Communication Process Requires Feedback
Nonverbal Communication: Watch for It
Concept of Space
Communication through Appearance and the Handshake
Body Language Gives You Clues
Barriers to Communication
Master Persuasive Communication to Maintain Control
Feedback Guides Your Presentation
Remember the Trial Close
Empathy Puts You in Your Customer’s Shoes
Keep It Simple
Creating Mutual Trust Develops Friendship
Listening Clues You In
Your Attitude Makes the Difference
Proof Statements Make You Believable
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: Listening Self-Inventory
Crossword of Selling Terms: Communication for Relationship Building: It’s Not All Talk
CASES 4.1 Skaggs Manufacturing
4.2 Alabama Office Supply
4.3 Vernex, Inc.
Chapter 4 Appendix: Dress for Success
Impress for Business Professional and Casual Occasions!
5 Sales Knowledge: Customers, Products, Technologies
The Tree of Business Life: Knowledge
Sources of Sales Knowledge
Knowledge Builds Relationships
Knowledge Increases Confidence in Salespeople
Relationships Increase Sales
Know Your Customers
Know Your Company
General Company Information
Know Your Product
Know Your Resellers
Advertising Aids Salespeople
Types of Advertising Differ
Why Spend Money on Advertising?
Sales Promotion Generates Sales
Point-of-Purchase Displays: Get Them Out There
Shelf Positioning Is Important to Your Success
Premiums
What’s It Worth? Pricing Your Product
Know Your Competition, Industry, and Economy
Personal Computers and Selling
Knowledge of Technology Enhances Sales and Customer Service
Personal Productivity
Communications with Customers and Employer
Customer Order Processing and Service Support
Sales: Internet and the World Wide Web
The Internet
World Wide Web
Global Technology Provides Service
Technology Etiquette
Netiquette
Cell Phones
Voice Mail
Faxes
Speakerphones and Conference Calls
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: How Is Your Self-Confidence?
Crossword of Selling Terms: Sales Knowledge: Customers, Products, Technologies
Chapter 5 Appendix: Sales Arithmetic and Pricing
Types of Prices
Discounts Lower the Price
Quantity Discounts: Buy More, Pay Less
Cash Discounts Entice the Customer to Pay on Time
Trade Discounts Attract Channel Members’ Attention
Consumer Discounts Increase Sales
Resellers: Markup and Profit
Markup and Unit Price
Markup and Return on Investment
Organizations: Value and ROI
Compare Product Costs to True Value
Unit Costs Break Down Price
Return on Investment Is Listened To
Key Terms for Selling
Sales Application Questions
Student Application Learning Exercises (SALES)
SALE 2 of 7—Chapter 5
Crossword of Selling Terms: Sales Arithmetic and Pricing
CASES 5A.1 Claire Cosmetics
5A.2 McBath Women’s Apparel
5A.3 Electric Generator Corporation
5A.4 Frank’s Drilling Service
5A.5 FruitFresh, Inc.
PART III THE RELATIONSHIP SELLING PROCESS
6 Prospecting—The Lifeblood of Selling
The Tree of Business Life: Prospecting
The Sales Process Has 10 Steps
Steps before the Sales Presentation
Prospecting—The Lifeblood of Selling
The Leaking Bucket Customer Concept
Where to Find Prospects
Planning a Prospecting Strategy
Prospecting Methods
E-Prospecting on the Web
Cold Canvassing
Endless Chain Customer Referral
Orphaned Customers
Sales Lead Clubs
Prospect Lists
Getting Published
Public Exhibitions and Demonstrations
Center of Influence
Direct Mail
Telephone and Telemarketing
Observation
Networking
Prospecting Guidelines
Referrals Used in Most Prospecting Methods
The Prospect Pool
The Referral Cycle
The Parallel Referral Sale
The Secret Is to Ask Correctly
The Preapproach
The Presentation
Product Delivery
Service and Follow-Up
Don’t Mistreat the Referral
Call Reluctance Costs You Money!
Obtaining the Sales Interview
The Benefits of Appointment Making
Wireless E-Mail Helps You Keep in Contact and Prospect
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: Your Attitude toward Selling
Crossword of Selling Terms: Prospecting—The Lifeblood of Selling
Case 6.1 Canadian Equipment Corporation
6.2 Montreal Satellites
7 Planning the Sales Call Is a Must!
The Tree of Business Life: Planning
Begin Your Plan with Purpose!
Plan to Achieve Your Purpose
What’s a Plan?
What Is Success?
Strategic Customer Sales Planning—The Preapproach
Strategic Needs
Creative Solutions
Mutually Beneficial Agreements
The Customer Relationship Model
Reasons for Planning the Sales Call
Elements of Sales Call Planning
Always Have a Sales Call Objective
The Prospect’s Mental Steps
Attention
Interest
Desire
Conviction
Purchase or Action
Overview of the Selling Process
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: SMART Course Objective Setting
Student Application Learning Exercises (SALES)
SALE 3 of 7—Chapter 7
Crossword of Selling Terms: Planning the Sales Call Is a Must!
CASES 7.1 Ms. Hansen’s Mental Steps in Buying Your Product
7.2 Machinery Lubricants, Inc.
7.3 Telemax, Inc.
8 Carefully Select Which Sales Presentation Method to Use
The Tree of Business Life: Presentation
Sales Presentation Strategy
Sales Presentation Methods—Select One Carefully
The Memorized Sales Presentation
The Formula Presentation
The Need-Satisfaction Presentation
The Problem–Solution Presentation
Comparison of Presentation Methods
What Is the Best Presentation Method?
The Group Presentation
Give a Proper Introduction
Establish Credibility
Provide an Account List
State Your Competitive Advantages
Give Quality Assurances and Qualifications
Cater to the Group’s Behavioral Style
Negotiating So Everyone Wins
Phases of Negotiation
Sales Presentations Go High-Tech
Select the Presentation Method, Then the Approach
Let’s Review before Moving On!
What’s Important to Know?
The Golden Rule Makes Sense
Dale Carnegie Gives a Word of Warning!
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: What Are Your Negotiation Skills?
Crossword of Selling Terms: Carefully Select Which Sales Presentation to Use
CASES 8.1 Cascade Soap Company
8.2 A Retail Sales Presentation
8.3 Negotiating with a Friend
9 Begin Your Presentation Strategically
The Tree of Business Life: The Beginning
What Is the Approach?
The Right to Approach
The Approach—Opening the Sales Presentation
Your Attitude during the Approach
The First Impression You Make Is Critical to Success
Approach Techniques and Objectives
Small Talk Warms ’em Up
The Situational Approach
Opening with Statements
Demonstration Openings
Opening with Questions
Technology in the Approach
Is the Approach Important?
Using Questions Results in Sales Success
The Direct Question
The Nondirective Question
The Rephrasing Question
The Redirect Question
Three Rules for Using Questions
Is the Prospect Still Not Listening?
Be Flexible in Your Approach
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: Plan Your Appearance— It Projects Your Image!
Crossword of Selling Terms: Begin Your Presentation Strategically
Student Application Learning Exercises (SALES)
SALE 4 of 7—Chapter 9
CASES 9.1 The Thompson Company
9.2 The Copy Corporation
9.3 Electronic Office Security Corporation
10 Elements of a Great Sales Presentation
The Tree of Business Life: Presentation
The Purpose of the Presentation
Three Essential Steps within the Presentation
Remember Your FAB s!
The Sales Presentation Mix
Persuasive Communication
Participation Is Essential to Success
Proof Statements Build Believability
The Visual Presentation—Show and Tell
Visual Aids Help Tell the Story
Dramatization Improves Your Chances
George Wynn the Showman
Demonstrations Prove It
A Demonstration Checklist
Use Participation in Your Demonstration
Reasons for Using Visual Aids, Dramatics, and Demonstrations
Guidelines for Using Visual Aids, Dramatics, and Demonstrations
Technology Can Help!
The Sales Presentation Goal Model
The Ideal Presentation
Be Prepared for Presentation Difficulties
How to Handle Interruptions
Should You Discuss the Competition?
Where the Presentation Takes Place
Diagnose the Prospect to Determine Your Sales Presentation
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Student Application Learning Exercises (SALES)
SALE 5 of 7—Chapter 10
Crossword of Selling Terms: Elements of a Great Sales Presentation
CASES 10.1 Dyno Electric Cart Company
10.2 Major Oil, Inc.
10.3 Dumping Inventory: Should This Be Part of Your Presentation?
11 Welcome Your Prospect’s Objections
The Tree of Business Life: Objections
Welcome Objections!
What Are Objections?
When Do Prospects Object?
Objections and the Sales Process
Basic Points to Consider in Meeting Objections
Plan for Objections
Anticipate and Forestall
Handle Objections as They Arise
Be Positive
Listen—Hear Them Out
Understand Objections
Six Major Categories of Objections
The Hidden Objection
The Stalling Objection
The No-Need Objection
The Money Objection
The Product Objection
The Source Objection
Techniques for Meeting Objections
The Dodge Neither Denies, Answers, nor Ignores
Don’t Be Afraid to Pass Up an Objection
Rephrase an Objection as a Question
Postponing Objections Is Sometimes Necessary
Send It Back with the Boomerang Method
Ask Questions to Smoke Out Objections
Use Direct Denial Tactfully
The Indirect Denial Works
Compensation or Counterbalance Method
Let a Third Party Answer
Technology Can Effectively Help Respond to Objections!
After Meeting the Objection—What to Do?
First, Use a Trial Close—Ask for Opinion
Move Back into Your Presentation
Move to Close Your Sale
If You Cannot Overcome the Objection
In All Things Be Guided by the Golden Rule
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Student Application Learning Exercises (SALES)
SALE 6 of 7—Chapter 11
Crossword of Selling Terms: Welcome Your Prospect’s Objections
CASES 11.1 Ace Building Supplies
11.2 Electric Generator Corporation (B)
12 Closing Begins the Relationship
The Tree of Business Life: Closing
When Should I Pop the Question?
Reading Buying Signals
What Makes a Good Closer?
Ask for the Order and Be Quiet
Get the Order—Then Move On!
How Many Times Should You Close?
Closing under Fire
Difficulties with Closing
Essentials of Closing Sales
Prepare Several Closing Techniques
The Alternative-Choice Close Is an Old Favorite
The Assumptive Close
The Compliment Close Inflates the Ego
The Summary-of-Benefits Close Is Most Popular
The Continuous-Yes Close Generates Positive Responses
The Minor-Points Close Is Not Threatening
The T-Account or Balance-Sheet Close Was Ben Franklin’s Favorite
The Standing-Room-Only Close Gets Action
The Probability Close
The Negotiation Close
The Technology Close
Prepare a Multiple-Close Sequence
Close Based on the Situation
Research Reinforces These Sales Success Strategies
Keys to Improved Selling
The Business Proposition and the Close
Use a Visual Aid to Close
Closing Begins the Relationship
When You Do Not Make the Sale
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Student Application Learning Exercises (SALES)
SALE 7 of 7—Chapter 12
Crossword of Selling Terms: Closing Begins the Relationship
CASES 12.1 Skaggs Omega
12.2 Central Hardware Supply
12.3 Furmanite Service Company—A Multiple-Close Sequence
12.4 Steve Santana: Pressured to Close a Big Deal
13 Service and Follow-Up for Customer Retention
The Tree of Business Life: Service
The Importance of Service and Follow-Up
Words of Sales Wisdom
True Caring Builds Relationships and Sales
Building a Long-Term Business Friendship
What Is a Business Friendship?
How to Build a Business Friendship
What Is Most Important?
How Many Friends?
Relationship Marketing and Customer Retention
Relationship Marketing Builds Friendships
The Product and Its Service Component
Expectations Determine Service Quality
Customer Satisfaction and Retention
Excellent Customer Service and Satisfaction Require Technology
So, How Does Service Increase Your Sales?
Turn Follow-Up and Service into a Sale
Account Penetration Is a Secret to Success
Service Can Keep Your Customers
You Lose a Customer—Keep on Trucking
Returned Goods Make You a Hero
Handle Complaints Fairly
Is the Customer Always Right?
This Customer Is Not in the Right!
Dress in Your Armor
Build a Professional Reputation
Do’s and Don’ts for Business Salespeople
The Path to Sales Success: Seek, Knock, Ask, Serve
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Further Exploring the Sales World
Selling Experiential Exercise: What’s Your Attitude toward Customer Service?
Crossword of Selling Terms: Service and Follow-Up for Customer Retention
CASES 13.1 California Adhesives Corporation
13.2 Sport Shoe Corporation
13.3 Wingate Paper
PART IV TIME AND TERRITORY MANAGEMENT: KEYS TO SUCCESS
14 Time, Territory, and Self-Management: Keys to Success
The Tree of Business Life: Time
Customers Form Sales Territories
Why Establish Sales Territories?
Why Sales Territories May Not Be Developed
Elements of Time and Territory Management
Salesperson’s Sales Quota
Account Analysis
Develop Account Objectives and Sales Quotas
Territory–Time Allocation
Return on Time Invested
Customer Sales Planning
Scheduling and Routing
Using the Telephone for Territorial Coverage
Territory and Customer Evaluation
Summary of Major Selling Issues
Key Terms for Selling
Sales Application Questions
Selling Experiential Exercise
Further Exploring the Sales World
Crossword of Selling Terms: Time, Territory, and Self-Management: Keys to Success
CASES 14.1 Your Selling Day: A Time and Territory Game
14.2 Sally Malone’s District—Development of an Account Segmentation Plan
APPENDIX A Sales Call Role-Plays
Role-Play One: Consumer Sales
Role-Play Two: Distributor Sales
Role-Play Three: Business-to-Business
Role-Play Four: Business-to-Business
APPENDIX B Personal Selling Experiential Exercises
Sell Yourself on a Job Interview
Résumé, Follow-Up Letter, E-Mail
How to Create a Portfolio
Sales Team Building
What’s Your Style—Senser, Intuitor, Thinker, Feeler?
APPENDIX C Selling Globally
When in Rome, Do What the Romans Do
Customer Gift Giving in Japan
Respecting the Traditions of India
Wanted: Global Sales Managers and Salespeople
A Typical Sales Day in China: What to Expect
Little Cold Calling in Japan
Chinese Culture: Don’t Shy Away from Negotiating
Salespeople Are Making It Happen in China
Watch Out in Russia and China—They May Bug Your Room to Find Out Your Secrets
French versus American Salespeople
Israel—The Home Court Advantage
Working a Deal in the Arab World
The Japanese Take Relationship Selling Seriously
Europe and IBM—Changes Had to Be Made
Selling Experiential Exercise
APPENDIX D Answers to Crossword Puzzles
Glossary of Selling Terms
Notes
Photo Credits
Index