PART TWO ELEMENTS OF THE CONTEMPORARY SELLING PROCESS
by Greg W. Marshall, Mark W. Johnston
Contemporary Selling, 5th Edition
- Cover
- Title
- Copyright
- Brief Table of Contents
- Table of Contents
- Preface
- PART ONE WHAT IS CONTEMPORARY SELLING?
- CHAPTER 1 INTRODUCTION TO CONTEMPORARY SELLING
- CHAPTER 2 UNDERSTANDING SELLERS AND BUYERS
- Learning Objectives
- Overview of Selling as a Career
- Key Success Factors in Contemporary Selling
- Listening Skills
- Follow-up Skills
- Ability to Adapt Sales Style from Situation to Situation
- Tenacity—Sticking with a Task
- Well Organized
- Verbal Communication Skills
- Proficiency in Interacting with People at All Levels of a Customer’s Organization
- Demonstrated Ability to Overcome Objections
- Closing Skills
- Personal Planning and Time Management Skills
- Selling Activities
- Types of Selling Jobs
- Participants in the Organizational Buying Process
- Organizational Buying Decision Stages
- Stage One: Anticipation or Recognition of a Problem or Need
- Stage Two: Determination and Description of the Traits and Quantity of the Needed Item(s)
- Stage Three: Search for and Qualification of Potential Suppliers
- Stage Four: Acquisition and Analysis of Proposals or Bids
- Stage Five: Evaluation of Proposals and Selection of Suppliers
- Stage Six: Selection of an Order Routine
- Stage Seven: Performance Evaluation and Feedback
- Types of Organizational Buying Situations
- Summary
- Key Terms
- Role Play
- Discussion Questions
- Mini-Case 2: National Agri-Products Company
- CHAPTER 3 VALUE CREATION IN BUYER–SELLER RELATIONSHIPS
- Learning Objectives
- Adding Value Is “Marketing 101”
- Clarifying the Concept of Value
- Communicating Value in the Sales Message
- Product Quality
- Channel Deliverables (Supply Chain)
- Integrated Marketing Communications (IMC)
- Synergy between Sales and Marketing
- Execution of Marketing Mix Programs
- Quality of the Buyer–Seller Relationship (Trust)
- Service Quality
- Salesperson Professionalism
- Brand Equity
- Corporate Image/Reputation
- Application of Technology
- Price
- Managing Customer Expectations
- Summary
- Key Terms
- Role Play
- Discussion Questions
- Mini-Case 3: BestValue Computers
- Appendix: Selling Math
- CHAPTER 4 ETHICAL AND LEGAL ISSUES IN CONTEMPORARY SELLING
- CHAPTER 5 CRM, SALES TECHNOLOGIES, AND SALES ANALYTICS
- PART TWO ELEMENTS OF THE CONTEMPORARY SELLING PROCESS
- CHAPTER 6 PROSPECTING AND SALES CALL PLANNING
- Learning Objectives
- Prospecting: Customers Don’t Start Out as Customers
- Sources of Prospects
- Set a Systematic Prospecting Plan
- Planning the Sales Call: The Preapproach
- The Sales Manager’s Role in Prospecting and Sales Call Planning
- Summary
- Key Terms
- Role Play
- Discussion Questions
- Mini-Case 6: Strong Point Financial Services
- CHAPTER 7 COMMUNICATING THE SALES MESSAGE
- Learning Objectives
- Communicating the Sales Message
- Getting Ready for a Sales Presentation
- Setting Objectives and Goals
- Approach the Customer: Initiating the Relationship
- The Sales Presentation: Building the Relationship
- Keys to a Great Sales Presentation
- The Sales Manager’s Role in the Sales Presentation
- Summary
- Key Terms
- Role Play
- Discussion Questions
- Mini-Case 7: Bright Colors Paint
- CHAPTER 8 NEGOTIATING FOR WIN-WIN SOLUTIONS
- Learning Objectives
- Negotiating Win-Win Solutions
- Negotiations: The Heart of the Win-Win Solution
- Common Customer Concerns
- Basic Points in Negotiating Win-Win Solutions
- Specific Negotiation Strategies
- The Sales Manager’s Role in Negotiating Win-Win Solutions
- Summary
- Key Terms
- Role Play
- Discussion Questions
- Mini-Case 8: Mid-Town Office Products
- CHAPTER 9 CLOSING THE SALE AND FOLLOW-UP
- Learning Objectives
- What Is a Close?
- Closing Methods
- Dealing with Rejection
- Identifying Buying Signals
- Common Closing Mistakes
- Follow-up Enhances Customer Relationships
- The Sales Manager’s Role in Closing the Sale and Follow-up
- Summary
- Key Terms
- Role Play
- Discussion Questions
- Mini-Case 9: St. Paul Copy Machines
- Appendix: Checklist for Using Effective Closing Skills
- CHAPTER 10 SALESPERSON SELF-MANAGEMENT
- CHAPTER 6 PROSPECTING AND SALES CALL PLANNING
- PART THREE MANAGING THE CONTEMPORARY SELLING PROCESS
- CHAPTER 11 SALESPERSON PERFORMANCE: BEHAVIOR, MOTIVATION, AND ROLE PERCEPTIONS
- CHAPTER 12 RECRUITING, SELECTING, AND TRAINING SALESPEOPLE
- Learning Objectives
- Issues in Sales Training
- Objectives of Sales Training
- Developing Successful Sales Training Programs
- Training Needs Change with Time
- Sales Training Topics
- Sales Training Methods
- Measuring the Costs and Benefits of Sales Training
- Summary
- Key Terms
- Role Play #1
- Role Play #2
- Discussion Questions
- Mini-Case 12.1: Right Times Uniform
- Mini-Case 12.2: House Handy Products
- CHAPTER 13 COMPENSATING AND EVALUATING SALESPEOPLE
- Learning Objectives
- Overview of Salesperson Compensation and Incentives
- Straight Salary, Straight Commission, and Combination Plans
- Other Types of Compensation
- Deciding on the Mix and Level of Compensation
- Evaluating Salesperson Performance
- Objective Measures of Performance
- Subjective Measures of Performance
- 360-Degree Performance Feedback
- Summary
- Key Terms
- Role Play #1
- Role Play #2
- Discussion Questions
- Mini-Case 13.1: MedTech Pharmaceuticals
- Mini-Case 13.2: American Food Processors
- CHAPTER 14 GLOBAL PERSPECTIVES ON CONTEMPORARY SELLING
- Glossary
- Endnotes
- Index
-
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