Continuing to mirror the changing nature of personal selling in America, this study focuses on the principles and practices used by individuals who achieved long-term success. It emphasizes the value of high quality, long-term relationships that yield repeat business and referrals. The study contains many examples from successful smaller, marketing-oriented businesses and covers information and exercises on sales force automation (SFA).
Preface
About The Authors
Part I : Selling Today: Developing a Personal Selling Philosophy
Chapter 1 : Personal Selling and The Marketing Concept
Chapter 2 : Career Opportunities in Selling Today
Part II : Developing a Relationship Strategy
Chapter 3 : Factors Influencing The Relationship-Building Process
Chapter 4 : Communication Styles : Managing The Relationship Process
Part III : Developing a Product Strategy
Chapter 5 : Acquiring Product Information
Chapter 6 : Developing Product-Selling Strategies
Part IV : Developing a Customer Strategy
Chapter 7 : Understanding Buyer Behavior
Chapter 8 : Developing A Prospect Base
Part V : Developing A Presentation Strategy
Chapter 9 : Approaching The Customer
Chapter 10 : Creating The Consultative Sales Presentation
Chapter 11 : Custom Fitting The Sales Demonstration
Chapter 12 : Negotiating Buyer Resistance
Chapter 13 : Closing and Confirming The Sale
Chapter 14 : Servicing The Sale
Part VI : Sales Management
Chapter 15 : Management of The Sales Force
Chapter 16 : Management of Self-The Key to Greater Sales Productivity
Chapter 17 : Ethical Considerations in Personal Selling
Part VII : Applying Telecommunications to Personal Selling
Chapter 18 : Telemarketing-Direct Line to Sales
Appendix 1 : Finding Employment : A Personalized Marketing Approach
Appendix 2 : Software Installation for Sales Automation Applications
Appendix 3 : Partnership Selling : A Role Play/Simulation for Selling Today
End Notes
Glossary
Name Index
Subject Index
