ABC's of Relationship Selling Package

, by FUTRELL

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ISBN: 9780072352825 | 0072352825
Cover: Paperback
Copyright: 7/1/1999

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$90.72

Supplemental Materials

PART I SELLING AS A PROFESSION

The Life, Times, and Career of the Professional Salesperson

(34)

What Is Selling?

(2)

Everybody Sells!

(1)

Why Choose a Sales Career?

(10)

A Variety of Sales Jobs Are Available

(5)

Freedom of Action: You're on Your Own

(1)

Job Challenge Is Always There

(1)

Opportunities for Advancement Are Great

(2)

Rewards: The Sky's the Limit

(1)

You Can Move Quickly into Management

(1)

Is a Sales Career Right for You?

(1)

A Sales Manager's View of the Recruit

(1)

Success in Selling---What Does It Take?

(6)

Love of Selling

(1)

Willingness to Work Hard, Work Smart, Then Work Some More

(1)

Need to Achieve

(2)

Have an Optimistic Outlook

(1)

Be Knowledgeable

(1)

Be Ruthless about Time

(1)

Ask Questions and Then Listen to Uncover Customer Needs

(1)

Serve Your Customer

(1)

Be Physically and Mentally Prepared

(1)

Relationship Selling

(1)

Sales Jobs Are Different

(1)

What Does a Professional Salesperson Do?

(3)

Reflect Back

(1)

Relationship Marketing

(1)

Levels of Relationship Marketing

(1)

Selling Is for Large and Small Organizations

(1)

The Plan of Your Textbook

(1)

Building Relationships through the Sales Process

(1)

Summary of Major Selling Issues

(1)

Key Terms for Selling

(1)

Sales Application Questions

(1)

Sales World Wide Web Exercises

(1)

Find out about a Career in Sales!

(1)

Further Exploring the Sales World

(1)

Sales Team Building Exercise

(1)

Selling Experiential Exercise

(4)

Are You a Global Traveler?

(1)

What They Didn't Teach Us in Sales Class

(3)

Social, Ethical, and Legal Issues in Selling

(30)

Management's Social Responsibilities

(3)

Organizational Stakeholders

(1)

An Organization's Main Responsibilities

(2)

How to Demonstrate Social Responsibility

(1)

What Influences Ethical Behavior?

(1)

The Individual's Role

(1)

The Organization's Role

(1)

Management's Ethical Responsibilities

(1)

What Is Ethical Behavior?

(1)

What Is an Ethical Dilemma?

(1)

Ethics in Dealing with Salespeople

(5)

Level of Sales Pressure

(1)

Decisions Affecting Territory

(1)

To Tell the Truth?

(1)

The Ill Salesperson

(1)

Employee Rights

(3)

Salespeople's Ethics in Dealing with Their Employers

(1)

Misusing Company Assets

(1)

Moonlighting

(1)

Cheating

(1)

Affecting Other Salespeople

(1)

Technology Theft

(1)

Ethics in Dealing with Customers

(7)

Bribes

(1)

Misrepresentation

(5)

Price Discrimination

(1)

Tie-in Sales

(1)

Exclusive Dealership

(1)

Reciprocity

(1)

Sales Restrictions

(1)

The International Side of Ethics

(1)

Managing Sales Ethics

(3)

Follow the Leader

(1)

Leader Selection Is Important

(1)

Establish a Code of Ethics

(1)

Create Ethical Structures

(1)

Encourage Whistle-Blowing

(1)

Create an Ethical Sales Climate

(1)

Establish Control Systems

(1)

Summary of Major Selling Issues

(1)

Key Terms for Selling

(1)

Sales Application Questions

(1)

Sales World Wide Web Exercises

(1)

What Is Ethical in the World of Sales?

(1)

Further Exploring the Sales World

(1)

Selling Experiential Exercise

(5)

Ethical Work Climates

(1)

Fancy Frozen Foods

(1)

Sports Shirts, Inc.

(5)

PART II PREPARATION FOR RELATIONSHIP SELLING

The Psychology of Selling: Why People Buy

(38)

Why People Buy---The Black Box Approach

(1)

Psychological Influences on Buying

(1)

Motivation to Buy Must Be There

(1)

Economic Needs: The Best Value for the Money

(1)

Awareness of Needs: Some Buyers Are Unsure

(1)

A FABulous Approach to Buyer Need Satisfaction

(3)

The Product's Features: So What?

(1)

The Product's Advantages: Prove It!

(1)

The Product's Benefits: What's in It for Me?

(2)

Order Can Be Important

(1)

How to Determine Important Buying Needs---A Key to Success

(2)

The Trial Close---A Great Way to Uncover Needs and SELL

(2)

SELL Sequence

(2)

Your Buyer's Perception

(1)

Perceptions, Attitudes, and Beliefs

(2)

Example of a Buyer's Misperceptions

(1)

The Buyer's Personality Should Be Considered

(1)

Self-Concept

(1)

Adaptive Selling Based on Buyer's Style

(4)

Personality Typing

(1)

Adapt Your Presentation to the Buyer's Style

(3)

You Can Classify Buying Situations

(1)

Some Decisions Are Routine

(1)

Some Decisions Are Limited

(1)

Some Decisions Are Extensive

(1)

Technology Provides Information

(1)

View Buyers as Decision Makers

(4)

Need Arousal

(1)

Collection of Information

(1)

Information Evaluation

(1)

Purchase Decision

(1)

Postpurchase

(1)

Satisfied Customers Are Easier to Sell

(1)

To Buy or Not to Buy---A Choice Decision

(1)

Summary of Major Selling Issues

(1)

Key Terms for Selling

(1)

Sales Application Questions

(3)

Sales World Wide Web Exercises

(1)

What Is Your Personality?

(1)

Further Exploring the Sales World

(1)

Student Application Learning Exercises (SALES) Part 1 of 7

(1)

Selling Experiential Exercise

(6)

What's Your Style---Senser, Intuitor, Thinker, Feeler?

(3)

Economy Ceiling Fans, Inc.

101

(1)

McDonald's Ford Dealership

101

(3)

Communication for Relationship Building: It's Not All Talk

104

(26)

Communication: It Takes Two

105

(2)

Salesperson--Buyer Communication Process Requires Feedback

106

(1)

Nonverbal Communication: Watch for It

107

(7)

Concept of Space

107

(2)

Communication through Appearance and the Handshake

109

(2)

Body Language Gives You Clues

111

(3)

Barriers to Communication

114

(3)

Master Persuasive Communication to Maintain Control

117

(7)

Feedback Guides Your Presentation

117

(1)

Remember the Trial Close

118

(1)

Empathy Puts You in Your Customer's Shoes

118

(1)

Keep It Simple

119

(1)

Creating Mutual Trust Develops Friendship

119

(1)

Listening Clues You In

119

(5)

Your Attitude Makes the Difference

124

(1)

Proof Statements Make You Believable

124

(1)

Summary of Major Selling Issues

124

(1)

Key Terms for Selling

125

(1)

Sales Application Questions

126

(1)

Sales World Wide Web Exercises

127

(1)

Make a Sale and Get a Job!

127

(1)

Further Exploring the Sales World

127

(1)

Selling Experiential Exercise

127

(3)

Listening Self-Inventory

127

(1)

Skaggs Manufacturing

128

(1)

Alabama Office Supply

129

(1)

Sales Knowledge: Customers, Products, Technologies

130

(42)

Sources of Sales Knowledge

131

(1)

Knowledge Builds Relationships

132

(1)

Knowledge Increases Confidence in Salespeople...

132

(1)

...and in Buyers

132

(1)

Relationships Increase Sales

132

(1)

Know Your Customers

132

(1)

Know Your Company

132

(3)

General Company Information

133

(2)

Know Your Product

135

(1)

Know Your Resellers

135

(1)

Advertising Aids Salespeople

136

(2)

Types of Advertising Differ

136

(2)

Why Spend Money on Advertising?

138

(1)

Sales Promotion Generates Sales

138

(2)

Point-of-Purchase Displays: Get Them out There

139

(1)

Shelf Positioning Is Important to Your Success

139

(1)

Premiums

140

(1)

What's It Worth? Pricing Your Product

140

(1)

Know Your Competition, Industry, and Economy

141

(1)

Personal Computers and Selling

142

(1)

Knowledge of Technology Enhances Sales and Customer Service

143

(5)

Personal Productivity

144

(3)

Communications with Customers and Employer

147

(1)

Customer Order Processing and Service Support

148

(1)

Sales Internet and the World Wide Web

148

(2)

The Internet

149

(1)

World Wide Web

149

(1)

Global Technology Provides Service

150

(1)

Summary of Major Selling Issues

150

(1)

Key Terms for Selling

151

(1)

Sales Application Questions

151

(1)

Sales World Wide Web Exercises

152

(1)

Business Intelligence: Can the Web Help?

152

(1)

Further Exploring the Sales World

153

(1)

Selling Experiential Exercise

153

(2)

How Is Your Self-Confidence?

153

(2)

Appendix: Sales Arithmetic and Pricing

155

(9)

Key Terms for Selling

164

(1)

Sales Application Questions

164

(2)

Student Application Learning Exercises (SALES)

166

(6)

Part 2 of 7

166

(1)

Claire Cosmetics

166

(1)

McBath Women's Apparel

167

(1)

Electric Generator Corporation

168

(1)

Frank's Drilling Service

169

(3)

PART III THE RELATIONSHIP SELLING PROCESS

Prospecting---The Lifeblood of Selling

172

(28)

The Sales Process Has 10 Steps

173

(1)

Steps before the Sales Presentation

174

(1)

Prospecting---The Lifeblood of Selling

175

(10)

Where to Find Prospects

175

(1)

Planning a Prospective Strategy

176

(1)

Prospecting Methods

176

(9)

Prospecting Guidelines

185

(1)

Referrals Used in Most Prospecting Methods

186

(1)

The Prospect Pool

186

(1)

The Referral Cycle

187

(4)

The Parallel Referral Sale

187

(1)

The Secret Is to Ask Correctly

188

(1)

The Preapproach

188

(1)

The Presentation

189

(1)

Product Delivery

189

(1)

Service and Follow-Up

190

(1)

Don't Mistreat the Referral

190

(1)

Call Reluctance Costs You Money!

191

(1)

Obtaining the Sales Interview

191

(5)

The Benefits of Appointment Making

191

(5)

Wireless E-mail Helps You Keep in Contact and Prospect

196

(1)

Summary of Major Selling Issues

196

(1)

Key Terms for Selling

197

(1)

Sales Application Questions

197

(1)

Sales World Wide Web Exercises

198

(1)

Research a Company of Your Choice!

198

(1)

Further Exploring the Sales World

198

(1)

Selling Experiential Exercise

198

(2)

Your Attitude toward Selling

198

(1)

Canadian Equipment Corporation

199

(1)

Montreal Satellites

199

(1)

Planning the Sales Call Is a Must!

200

(24)

Strategic Customer Sales Planning---The Preapproach

201

(9)

Mutually Beneficial Agreements

202

(1)

The Customer Relationship Model

203

(1)

Reasons for Planning the Sales Call

203

(1)

Elements of Sales Call Planning

204

(1)

Always Have a Sales Call Objective

205

(5)

The Prospect's Mental Steps

210

(1)

Attention

211

(1)

Interest

211

(1)

Desire

211

(1)

Conviction

211

(1)

Purchase or Action

211

(1)

Overview of the Sales Process

211

(3)

Summary of Major Selling Issues

214

(1)

Key Terms for Selling

215

(1)

Sales Application Questions

215

(1)

Sales World Wide Web Exercises

216

(1)

Planning Your Sales Call on Dell Computer: Location, Travel, Maps, Research

216

(1)

Further Exploring the Sales World

216

(1)

Selling Experiential Exercise

217

(1)

Plan Your Appearance---It Projects Your Image!

217

(1)

Student Application Learning Exercises (Sales)

217

(3)

Part 3 of 7

217

(1)

Ms. Hansen's Mental Steps in Buying Your Product

218

(1)

Machinery Lubricants, Inc.

219

(1)

Appendix: ACT! To Create Customers for Life!

220

(4)

Carefully Select Which Sales Presentation Method to Use

224

(24)

Sales Presentation Strategy

225

(1)

Sales Presentation Methods---Select One Carefully

226

(15)

The Memorized Sales Presentation

226

(3)

The Formula Presentation

229

(1)

The Need-Satisfaction Presentation

230

(4)

The Problem-Solution Presentation

234

(1)

The Group Presentation

234

(3)

Negotiating So Everyone Wins

237

(4)

What Is the Best Presentation Method?

241

(1)

Sales Presentations Go High Tech

241

(1)

Select the Presentation Method, Then the Approach

241

(1)

Summary of Major Selling Issues

241

(1)

Key Terms for Selling

242

(1)

Sales Application Questions

243

(1)

Further Exploring the Sales World

243

(1)

Selling Experiential Exercise

243

(1)

Is Selling for You?

243

(1)

Sales World Wide Web Exercises

244

(4)

Can You Improve Your Presentation?

244

(1)

Cascade Soap Company

244

(1)

A Retail Sales Presentation

245

(1)

Negotiating with a Friend

246

(2)

Begin Your Presentation Strategically

248

(28)

The Right to Approach

250

(1)

The Approach---Opening the Sales Presentation

250

(13)

Your Attitude During the Approach

250

(1)

The First Impression You Make Is Critical to Success

251

(2)

Small Talk Warms 'Em Up

253

(1)

The Situational Approach

253

(1)

Opening with Statements

254

(2)

Demonstration Openings

256

(1)

Opening with Questions

257

(6)

Technology in the Approach

263

(1)

Using Questions Results in Sales Success

263

(3)

The Direct Question

263

(1)

The Nondirective Question

264

(1)

The Rephrasing Question

264

(1)

The Redirect Question

264

(1)

Three Rules for Using Questions

265

(1)

Is the Prospect Still Not Listening?

266

(1)

Be Flexible in Your Approach

266

(1)

Summary of Major Selling Issues

267

(1)

Key Terms for Selling

268

(1)

Sales Application Questions

268

(2)

Sales World Wide Web Exercises

270

(1)

Can the World Wide Web Help Build Relationships?

270

(1)

Further Exploring the Sales World

270

(1)

Student Application Learning Exercises (SALES) Part 4 of 7

271

(5)

The Thompson Company

272

(1)

The Copy Corporation

272

(1)

Electronic Office Security Corporation

273

(3)

Elements of a Great Sales Presentation

276

(32)

The Purpose of the Presentation

278

(1)

Three Essential Steps within the Presentation

279

(1)

Remember Your FABs!

280

(1)

The Sales Presentation Mix

280

(9)

Persuasive Communication

280

(5)

Participation Is Essential to Success

285

(1)

Proof Statements Build Believability

286

(2)

The Visual Presentation---Show and Tell

288

(1)

Visual Aids Help Tell the Story

289

(1)

Dramatization Improves Your Chances

289

(2)

Demonstrations Prove It

291

(4)

A Demonstration Checklist

292

(1)

Use Participation in Your Demonstration

293

(1)

Reasons for Using Visual Aids, Dramatics, and Demonstrations

294

(1)

Technology Can Help!

295

(1)

The Ideal Presentation

296

(1)

Be Prepared for Presentation Difficulties

296

(3)

How to Handle Interruptions

296

(1)

Should You Discuss the Competition?

297

(1)

Be Professional

298

(1)

Where the Presentation Takes Place

298

(1)

Diagnose the Prospect to Determine Your Sales Presentation

299

(1)

Summary of Major Selling Issues

299

(1)

Key Terms for Selling

300

(1)

Sales Application Questions

300

(2)

Sales World Wide Web Exercises

302

(1)

High-Tech Presentations!

302

(1)

Further Exploring the Sales World

302

(1)

Student Application Learning Exercises (SALES) Part 5 of 7

302

(6)

Dyno Electric Cart Company

303

(1)

Major Oil, Inc.

304

(4)

Welcome Your Prospect's Objections

308

(34)

Welcome Objections!

309

(1)

What Are Objections?

309

(1)

When Do Prospects Object?

309

(1)

Objections and the Sales Process

310

(1)

Basic Points to Consider in Meeting Objections

310

(6)

Plan for Objections

311

(1)

Anticipate and Forestall

311

(2)

Handle Objections as They Arise

313

(1)

Be Positive

313

(1)

Listen---Hear Them Out

313

(1)

Understand Objections

313

(3)

Six Major Categories of Objections

316

(7)

The Hidden Objection

316

(1)

The Stalling Objection

316

(3)

The No-Need Objection

319

(1)

The Money Objection

320

(2)

The Product Objection

322

(1)

The Source Objection

322

(1)

Techniques for Meeting Objections

323

(11)

The Dodge Neither Denies, Answers, nor Ignores

324

(1)

Don't Be Afraid to Pass Up an Objection

325

(1)

Rephrase an Objection As a Question

326

(1)

Postponing Objections Is Sometimes Necessary

327

(1)

Send It Back with the Boomerang Method

328

(1)

Ask Questions to Smoke out Objections

329

(2)

Use Direct Denial Tactfully

331

(1)

The Indirect Denial Works

332

(1)

Compensation or Counterbalance Method

333

(1)

Let a Third Party Answer

333

(1)

Technology Can Effectively Help Respond to Objections!

334

(1)

After Meeting the Objection---What to Do?

334

(2)

First, Use a Trial Close---Ask for Opinion

334

(1)

Move Back into Your Presentation

334

(1)

Move to Close Your Sale

335

(1)

If You Cannot Overcome the Objection

335

(1)

Summary of Major Selling Issues

336

(1)

Key Terms for Selling

337

(1)

Sales Application Questions

337

(2)

Sales World Wide Web Exercises

339

(1)

Finding People, Organizations, Maps, Areas, Phone, and Address

339

(1)

Further Exploring the Sales World

339

(1)

Student Application Learning Exercises (SALES) Part 6 of 7

339

(3)

Ace Building Supplies

340

(1)

Electric Generator Corporation (B)

341

(1)

Closing Begins the Relationship

342

(34)

When Should I Pop the Question?

343

(1)

Reading Buying Signals

344

(1)

What Makes a Good Closer?

345

(2)

Ask for the Order and Be Quiet

346

(1)

Get the Order---Then Move On!

346

(1)

How Many Times Should You Close?

347

(1)

Closing under Fire

347

(1)

Difficulties with Closing

347

(1)

Essentials of Closing Sales

348

(2)

Prepare Several Closing Techniques

350

(10)

The Alternative-Choice Close Is an Old Favorite

351

(1)

The Assumptive Close

352

(1)

The Compliment Close Inflates the Ego

352

(1)

The Summary-of-Benefits Close Is Most Popular

353

(1)

The Continuous-Yes Close Generates Positive Responses

354

(1)

The Minor-Points Close Is Not Threatening

354

(2)

The T-Account or Balance-Sheet Close Was Ben Franklin's Favorite

356

(2)

The Standing-Room-Only Close Gets Action

358

(1)

The Probability Close

358

(1)

The Negotiation Close

359

(1)

The Technology Close

360

(1)

Prepare a Multiple-Close Sequence

360

(1)

Close Based on the Situation

360

(2)

Research Reinforces These Sales Success Strategies

362

(1)

Keys to Improved Selling

363

(1)

The Business Proposition and the Close

364

(1)

Use a Visual Aid to Close

364

(1)

When You Do Not Make the Sale

364

(1)

Summary of Major Selling Issues

365

(2)

Key Terms for Selling

367

(1)

Sales Application Questions

367

(2)

Sales World Wide Web Exercises

369

(1)

Research Helps You Be a Better Closer!

369

(1)

Further Exploring the Sales World

369

(2)

Student Application Learning Exercises (SALES) Part 7 of 7

371

(5)

Skaggs Omega

372

(1)

Central Hardware Supply

372

(1)

Furmanite Service Company---a Multiple-Close Sequence

373

(3)

Service and Follow-up for Customer Retention

376

(22)

Super Salespeople Discuss Service

377

(1)

Relationship Marketing and Customer Retention

378

(1)

The Product and Its Service Component

378

(2)

Expectations Determine Service Quality

379

(1)

Customer Satisfaction and Retention

380

(1)

Excellent Customer Service and Satisfaction Require Technology

380

(1)

So, How Does Service Increase Your Sales?

381

(1)

Turn Follow-up and Service into a Sale

382

(1)

Account Penetration Is a Secret to Success

382

(2)

Service Can Keep Your Customers

384

(2)

You Lose a Customer---Keep on Trucking

386

(1)

Increasing Your Customer's Sales

386

(2)

Returned Goods Make You a Hero

388

(1)

Handle Complaints Fairly

389

(1)

Build a Professional Reputation

390

(1)

Dos and Don'ts for Business Salespeople

390

(2)

Summary of Major Selling Issues

392

(2)

Key Terms for Selling

394

(1)

Sales Application Questions

394

(1)

Sales World Wide Web Exercises

394

(1)

What Is the Best Method to Determine Feedback?

394

(1)

Further Exploring the Sales World

395

(1)

Selling Experiential Exercise

395

(3)

What's Your Attitude Toward Customer Service?

395

(1)

California Adhesives Corporation

396

(1)

Sport Shoe Corporation

396

(2)

PART IV CAREERS IN SELLING

Time, Territory, and Self-Management: Keys to Success

398

(24)

Customers Form Sales Territories

399

(2)

Why Establish Sales Territories?

399

(2)

Why Sales Territories May Not Be Developed

401

(1)

Elements of Time and Territory Management

401

(13)

Salesperson's Sales Quota

401

(1)

Account Analysis

401

(4)

Develop Account Objectives and Sales Quotas

405

(1)

Territory-Time Allocation

405

(1)

Return on Time Invested

406

(3)

Customer Sales Planning

409

(1)

Scheduling and Routing

409

(3)

Using the Telephone for Territorial Coverage

412

(1)

Territory and Customer Evaluation

413

(1)

Summary of Major Selling Issues

414

(1)

Key Terms for Selling

415

(1)

Sales Application Questions

415

(1)

Sales World Wide Web Exercises

416

(1)

Time Is Money, So Make Every Minute Count!

416

(1)

Further Exploring the Sales World

416

(1)

Selling Experiential Exercise

417

(5)

Your Selling Day: A Time and Territory Game

418

(1)

Sally Malone's District---Development of an Account Segmentation Plan

419

(3)

Retail, Business, Services, and Nonprofit Selling

422

(24)

What Is Retailing?

423

(1)

Career Opportunities

423

(1)

Financial Rewards Are Excellent

424

(1)

Nonfinancial Rewards Are Many

424

(1)

Retailers Sell Like Organizational Salespeople

424

(1)

The Retail Salesperson's Role

424

(2)

Service Is the Key

424

(1)

Working and Knowing Stock Is Necessary

424

(1)

Personal Selling Is Where It's At

425

(1)

Accurately Completing Transactions Is a Must

425

(1)

Technology Builds Relationships

426

(1)

Basic Retail Selling Process

426

(2)

Two Pros Tell You How to Be Successful

428

(1)

What's Different about the Business Market?

428

(1)

Career Opportunities

429

(1)

Selling the Business Product is Different

430

(2)

Demand for Business Products

430

(1)

Major Types of Business Purchases

431

(1)

Product Characteristics

431

(1)

Who Makes the Decisions around Here?

432

(2)

Whom Should I Talk To?

434

(1)

Purchasing Agents Are Rational Buyers

435

(1)

Why Do Producers Buy?

435

(1)

Technology Helps Salespeople on the Move

436

(1)

Selling Services Is Challenging

436

(2)

Characteristics of Services

437

(1)

Selling Services Is the Most Challenging

438

(1)

Nonprofit Selling---It's about Time!

438

(2)

Business versus Nonprofit Selling

438

(1)

Importance of Nonprofit Selling

439

(1)

How Selling Is Used

439

(1)

Selling Is Selling

440

(1)

Summary of Major Selling Issues

440

(1)

Key Terms for Selling

441

(1)

Sales Application Questions

441

(1)

Sales World Wide Web Exercises

442

(1)

Comparing Places to Live for Your Salespeople

442

(1)

Further Exploring the Sales World

442

(1)

Selling Experiential Exercise

443

(3)

What Are Your People Skills?

443

(1)

Plimpton's Tire Service

444

(1)

Competition Shoes, Inc.

444

(2)

Notes

446

(3)

Glossary

449

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ABC's of Relationship Selling Package

Table of Contents

Supplemental Materials

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ABC's of Relationship Selling Package

Table of Contents

Supplemental Materials

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