Selling Today: Creating Customer Value

Cover......Page 1
Title Page......Page 4
Copyright Page......Page 5
ACKNOWLEDGMENTS......Page 24
Contents......Page 8
Preface......Page 16
About the Authors......Page 26
1 Relationship Selling Opportunities in the Information Economy......Page 28
Personal Selling Today—A Definition and a Philosophy......Page 29
Emergence of Relationship Selling in the Information Economy......Page 30
Considerations for a Future in Personal Selling......Page 33
Employment Settings in Selling Today......Page 38
Selling Skills—One of the "Master Skills for Success" in the Information Age......Page 45
Learning to Sell......Page 49
Reviewing Key Concepts......Page 52
Application Exercises......Page 53
Reality Selling Video Case Problem......Page 54
Partnership Selling: A Role Play/Simulation......Page 55
2 Evolution of Selling Models That Complement the Marketing Concept......Page 56
Marketing Concept Requires New Selling Models......Page 57
Evolution of Consultative Selling......Page 60
Evolution of Strategic Selling......Page 62
Evolution of Partnering......Page 69
Value Creation—The New Selling Imperative......Page 72
Reviewing Key Concepts......Page 73
Review Questions......Page 74
Reality Selling Video Case Problem......Page 75
Part I Role-Play Exercise......Page 76
3 Ethics: The Foundation for Relationships That Create Value......Page 77
Developing a Relationship Strategy for Partnering-Style Selling......Page 78
Factors Influencing Ethical Decision Making of Salespeople......Page 81
Building Trust with The Transactional, Consultative, and Strategic Alliance Buyer......Page 91
Developing a Personal Code of Ethics That Adds Value......Page 96
Reviewing Key Concepts......Page 97
Key Terms......Page 98
Application Exercises......Page 99
Reality Selling Video Case Problem......Page 101
4 Creating Value with a Relationship Strategy......Page 103
Relationships Add Value......Page 104
Thought Processes that Enhance Your Selling Relationship Strategy......Page 108
Verbal and Nonverbal Strategies that Add Value to Your Selling Relationships......Page 111
Conversational Strategies that Enhance Selling Relationships......Page 118
Self-Improvement Strategies that Add Value......Page 119
Key Terms......Page 121
Application Exercises......Page 122
Role-Play Exercise......Page 123
Reality Selling Video Case Problem......Page 124
5 Communication Styles: A Key to Adaptive Selling Today......Page 125
Communication Styles—An Introduction to Managing Selling Relationships......Page 126
Communication-Style Model......Page 129
Minimizing Communication-Style Bias......Page 140
Building Strong Relationships Through Style Flexing......Page 145
Key Terms......Page 147
Application Exercises......Page 148
Reality Selling Video Case Problem......Page 149
Part II Role-Play Exercise......Page 150
6 Creating Product Solutions......Page 151
Developing a Product Solution that Adds Value......Page 152
Become a Product Expert......Page 156
Become a Company Expert......Page 160
Become the Industry Expert—Know Your Competition......Page 164
Sources of Product, Company, and Industry Information......Page 165
Creating Value with a Feature–Benefit Strategy......Page 168
Key Terms......Page 171
Application Exercises......Page 172
Reality Selling Video Case Problem......Page 173
Partnership Selling: A Role Play/Simulation......Page 174
7 Product-Selling Strategies That Add Value......Page 175
Product Positioning—In a Competitive Marketplace......Page 176
The Three-Dimension (3-D) Product Solutions Selling Model......Page 178
Product-Positioning Strategies to Sell New (Vs. Mature) and Low-Priced (Vs. Value-Added) Products......Page 182
Reviewing Key Concepts......Page 191
Application Exercises......Page 192
Reality Selling Video Case Problem......Page 193
Part III Role-Play Exercise......Page 194
8 The Buying Process and Buyer Behaviour......Page 196
Developing a Customer Strategy......Page 197
Consumer Versus Business Buyers......Page 200
Achieving Alignment with the Customer's Buying Process......Page 203
Understanding the Buying Process of the Transactional, Consultative, and Strategic Alliance Buyer......Page 206
Understanding Buyer Behaviour......Page 209
Reviewing Key Concepts......Page 218
Application Exercises......Page 219
Reality Selling Video Case Problem......Page 220
9 Developing and Qualifying Prospects and Accounts......Page 222
Prospecting and Account Development—An Introduction......Page 223
Prospecting Requires Planning......Page 225
Sources of Prospects......Page 227
Qualifying Prospects and Accounts......Page 239
Collecting and Organizing Prospect Information......Page 240
Managing the Prospect Base......Page 243
Review Questions......Page 248
Role-Play Exercise......Page 249
Reality Selling Video Case Problem......Page 250
Part IV Role-Play Exercise......Page 251
10 Approaching the Customer with Adaptive Selling......Page 252
Developing the Presentation Strategy......Page 253
Planning the Preapproach......Page 255
Developing the Six-Step Presentation Plan......Page 260
The Approach......Page 262
Converting the Buyer's Attention and Arousing Interest......Page 268
Reviewing Key Concepts......Page 274
Review Questions......Page 275
Role-Play Exercise......Page 276
Partnership Selling: A Role Play/Simulation......Page 277
11 Determining Customer Needs with a Consultative Questioning Strategy......Page 279
The Consultative Sales Process Adds Value......Page 281
The Four-Part Need-Satisfaction Model......Page 283
Creating Value with Need Discovery......Page 285
Need Discovery—Listening to and Acknowledging the Customer's Response......Page 295
Selecting Solutions that Create Value......Page 296
Planning and Execution—Final Thoughts......Page 301
Reviewing Key Concepts......Page 302
Role-Play Application Exercises for the Questions, Questions, Questions Video Series......Page 303
Reality Selling Video Case Problem......Page 304
Partnership Selling: A Role Play/Simulation......Page 305
12 Creating Value with the Consultative Presentation......Page 307
Need Satisfaction—Selecting a Presentation Strategy......Page 309
Guidelines for Creating a Presentation that Adds Value......Page 312
Guidelines for a Persuasive Presentation Strategy that Adds Value......Page 319
Guidelines for a Group Sales Presentation......Page 323
Selling Tools for Effective Demonstrations......Page 325
Key Terms......Page 331
Role-Play Exercise......Page 332
Reality Selling Video Case Problem......Page 333
Partnership Selling: A Role Play/Simulation......Page 334
13 Negotiating Buyer Concerns......Page 335
Negotiating Buyer Concerns and Problems......Page 336
Formal Integrative Negotiation—Part of the Win-Win Relationship Strategy......Page 337
Common Types of Buyer Concerns......Page 345
Specific Methods of Negotiating Buyer Concerns......Page 347
Creating Value During Formal Negotiations......Page 351
Working with Buyers Who are Trained in Negotiation......Page 354
Reviewing Key Concepts......Page 356
Review Questions......Page 357
Reality Selling Video Case Problem......Page 358
Partnership Selling: A Role Play/Simulation......Page 360
14 Adapting the Close and Confirming the Partnership......Page 361
Adapting the Close—An Attitude that Adds Value......Page 362
Guidelines for Closing the Sale......Page 364
Recognize Closing Clues......Page 367
Specific Methods for Closing the Sale......Page 369
Confirming the Partnership when the Buyer Says Yes......Page 377
Key Terms......Page 379
Application Exercises......Page 380
Reality Selling Video Case Problem......Page 381
Partnership Selling: A Role Play/Simulation......Page 382
15 Servicing the Sale and Building the Partnership......Page 383
Building Long-Term Partnerships with Customer Service......Page 384
Current Developments in Customer Service......Page 388
Customer Service Methods that Strengthen the Partnership......Page 389
Partnering with an Unhappy Customer......Page 399
Reviewing Key Concepts......Page 401
Application Exercises......Page 402
Reality Selling Video Case Problem......Page 403
Part V Role-Play Exercise......Page 405
16 Opportunity Management: The Key to Greater Sales Productivity......Page 407
Opportunity Management—A Four-Dimensional Process......Page 408
Time Management......Page 409
Territory Management......Page 416
Records Management......Page 419
Stress Management......Page 422
Review Questions......Page 426
Reality Selling Video Case Problem......Page 427
17 Management of the Sales Force......Page 429
Applying Leadership Skills to Sales Management......Page 430
Recruitment and Selection of Salespeople......Page 437
Orientation and Training......Page 440
Sales Force Motivation......Page 442
Compensation Plans......Page 444
Assessing Sales Force Productivity......Page 446
Reviewing Key Concepts......Page 447
Review Questions......Page 448
Reality Selling Video Case Problem......Page 449
Appendix......Page 451
Endnotes......Page 469
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