Professional Selling A Trust-Based Approach

, by Ingram, Thomas N.; LaForge, Raymond W.; Avila, Ramon A.; Schwepker, Charles H.; Williams, Michael R.

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ISBN: 9780324321036 | 0324321031
Cover: Paperback
Copyright: 4/8/2005

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PROFESSIONAL SELLING provides comprehensive coverage of contemporary professional selling by integrating recent sales research with leading personal selling practices. Professional SellingÃ ;'s chapters can be mixed and matched with sales management chapters from IngramÃ ;'s SALES MANAGEMENT, SIXTH EDITION to create an outstanding customized sales course. This highly experienced author team draws on their industry and academic experience to blend the most recent research findings with illustrated best practices in professional selling.

Overview of Personal Selling

(20)

UPS Builds Trust and Long-Term Customer Relationships

(1)

Evolution of Personal Selling

(3)

Origins of Personal Selling

(1)

Industrial Revolution Era

(1)

Post-Industrial Revolution Era

(1)

War and Depression Era

(1)

Professionalism: The Modern Era

(1)

Contributions of Personal Selling

(3)

Salespeople and Society

(1)

Salespeople and the Employing Firm

(1)

Salespeople and the Customer

(1)

Classification of Personal Selling Approaches

(6)

Stimulus Response Selling

(1)

Mental States Selling

(2)

Need Satisfaction Selling

(1)

Problem-Solving Selling

(1)

Consultative Selling

(1)

Sales Process

(2)

Summary

(3)

Making Professional Selling Decisions

(3)

Case 1.1: Biomod, Inc.

(1)

Case 1.2: Plastico, Inc.

(2)

Appendix 1- Sales Careers

(8)

Characteristics of Sales Careers

(2)

Job Security

(1)

Advancement Opportunities

(1)

Immediate Feedback

(1)

Prestige

(1)

Job Variety

(1)

Independence

(1)

Compensation

(1)

Classification of Personal Selling Jobs

(3)

Sales Support

(1)

New Business

(1)

Existing Business

(1)

Inside Sales

(1)

Direct-to-Consumer Sales

(1)

Combination Sales Jobs

(1)

Qualifications and Skills Required for Success by Salespersons

(3)

Empathy

(1)

Ego Drive

(1)

Ego Strength

(1)

Interpersonal Communication Skills

(1)

Enthusiasm

(1)

Comments on Qualifications and Skills

(1)

Part 1- The Foundations of Professional Selling

(104)

Building Trust and Sales Ethics

(28)

The Importance of Trust

(2)

What Is Trust?

(1)

Why Is Trust Important?

(1)

How to Earn Trust

(4)

Expertise

(1)

Dependability

(1)

Candor

(1)

Customer Orientation

(1)

Compatibility/Likability

(1)

Knowledge Bases Help Build Trust and Relationships

(5)

Industry and Company Knowledge

(2)

Product Knowledge

(1)

Service

(1)

Promotion and Price

(1)

Market and Customer Knowledge

(1)

Competitor Knowledge

(1)

Technology Knowledge

(1)

Sales Ethics

(6)

Image of Salespeople

(2)

How Are Companies Dealing with Sales Ethics?

(2)

Summary

(6)

Making Professional Selling Decisions

(4)

Case 2.1: Schmidt Business Forms

(1)

Case 2.2: Sales Ethics: A Case Study

(3)

Understanding Buyers

(44)

Understanding Your Buyers' Needs and Dreams Is the Key to Success

(1)

Types of Buyers

(3)

Distinguishing Characteristics of Business Markets

(2)

The Buying Process

(11)

Phase One---Recognition of the Problem or Need: The Needs Gap

(3)

Phase Two---Determination of the Characteristics of the Item and the Quantity Needed

(1)

Phase Three---Description of the Characteristics of the Item and the Quantity Needed

(1)

Phase Four---Search For and Qualification of Potential Sources

(1)

Phase Five---Acquisition and Analysis of Proposals

(3)

Phase Six---Evaluation of Proposals and Selection of Suppliers

(1)

Phase Seven---Selection of an Order Routine

(1)

Phase Eight---Performance Feedback and Evaluation

(2)

Types of Purchasing Decisions

(2)

Straight Rebuys

(1)

New Tasks

(1)

Modified Rebuys

(1)

Understanding Communication Styles

(3)

Mastering Communication Style Flexing

(6)

Multiple Buying Influences

(1)

Current Developments in Purchasing

(3)

Increasing Use of Information Technology

(1)

Relationship Emphasis on Cooperation and Collaboration

(1)

Supply Chain Management

(1)

Increased Outsourcing

(1)

Target Pricing

(1)

Increased Importance of Knowledge and Creativity

(1)

Summary

(11)

Assertiveness Scale

(1)

Responsiveness Scale

(3)

Making Professional Selling Decisions

100

(3)

Case 3.1: Candoo Computer Corporation

100

(2)

Case 3.2: American Seating Company

102

(1)

Communication Skills

103

(30)

Capturing the Power of Collaborative Communication

103

(1)

Sales Communication as a Collaborative Process

104

(1)

Verbal Communication: Questioning

105

(9)

Types of Questions Classified by Amount and Specificity of Information Desired

106

(1)

Types of Questions Classified by Strategic Purpose

107

(1)

Strategic Application of Questioning in Personal Selling

108

(1)

SPIN Questioning System

109

(1)

ADAPT Questioning System

110

(4)

Verbal Communication: Listening

114

(5)

Using Different Types of Listening

115

(4)

Verbal Communication: Giving Information

119

(1)

Understanding the Superiority of Pictures Over Words

119

(1)

Impact of Grammar and Logical Sequencing

119

(1)

Nonverbal Communication

120

(3)

Facial Expressions

120

(1)

Eye Movements

120

(1)

Placement and Movements of Hands, Arms, Head, and Legs

120

(1)

Body Posture and Orientation

121

(1)

Proxemics

121

(1)

Variations in Voice Characteristics

122

(1)

Using Nonverbal Clusters

122

(1)

Summary

123

(8)

The Selling Scenario

128

(3)

Making Professional Selling Decisions

131

(2)

Case 4.1: Pre-Select, Inc.

131

(1)

Case 4.2: Staga Financial Services

132

(1)

Part 2- Initiating Customer Relationships

133

(50)

Prospecting and Preapproach

135

(22)

Using Questions to Qualify Potential Customers

135

(1)

The Challenges of Prospecting

135

(11)

Strategic Prospecting

136

(3)

Locating Prospects

139

(4)

Personal Contact Sources

143

(2)

Qualifying Prospects

145

(1)

The Preapproach: Gathering and Studying Precall Information

146

(4)

Obtaining Precall Information on the Buyer

147

(1)

Gathering Information on the Prospect's Organization

147

(1)

Sources of Information

148

(1)

Determining Other Buyers' Influences

149

(1)

Summary

150

(5)

Making Professional Selling Decisions

155

(2)

Case 5.1: How to Prospect for New Customers

155

(1)

Case 5.2: Prospecting and Gaining Precall Information

155

(2)

Planning the Presentation and Approaching the Customer

157

(26)

Successful Sales Presentations Require Planning, Customer Focus

157

(1)

Sales Presentation Planning

157

(1)

Sales Presentation Format

158

(2)

Canned Sales Presentations

158

(2)

Organized Sales Presentations

160

(5)

Written Sales Proposals

162

(3)

Sales Presentation Checklist

165

(6)

Sequence of the Sales Presentation and Planning the Initial Sales Call

171

(1)

Sales Mix Model

172

(1)

Approaching the Customer

173

(4)

Getting an Appointment

173

(1)

Starting the Sales Call

174

(1)

Initiating Contact

174

(3)

Assessing the Situation and Discovering Needs through Adapt

177

(1)

Summary

177

(4)

Making Professional Selling Decisions

181

(2)

Case 6.1: The New Salesperson

181

(1)

Case 6.2: The Overhead Door Company

181

(2)

Part 3- Developing Customer Relationships

183

(54)

Sales Presentation Delivery

185

(30)

Kraft Presentations Use Technology that Focuses on the Customer

185

(1)

Needs-Gap Analysis: Selecting Appropriate Customer Offerings by Assessing Needs

186

(1)

Creating Value: Linking Solutions to Needs

187

(1)

Benefit Selling: Features, Potential Benefits, and Confirmed Benefits

187

(3)

Ordering Selling Points for Effectiveness

190

(3)

Buying Motives

190

(1)

The Sell Sequence for Effective Presentations

190

(2)

Assessing Buyer Responses to the Feature-Benefit Presentation

192

(1)

Sales Aids for Maximizing Presentation Effectiveness

193

(10)

Verbal Support

194

(2)

Sales Call Setting

196

(2)

Proof Providers

198

(1)

Visual Aids

199

(2)

Electronic Media

201

(1)

Using Tools and Sales Aids in the Presentation

202

(1)

Group Sales Presentations

203

(4)

Sales Tactics for Selling to Groups

204

(1)

Handling Questions in Group Presentations

205

(2)

Summary

207

(6)

Making Professional Selling Decisions

213

(2)

Case 7.1: Texas Paint and Coatings (TPC)

213

(1)

Case 7.2: All Risk Insurance and National Networks

213

(2)

Addressing Concerns and Earning Commitment

215

(22)

Addressing Concerns

215

(1)

Anticipate and Negotiate Concerns and Resistance

216

(10)

Reasons Why Prospects Raise Objections

216

(2)

Types of Objections

218

(1)

Need Objections

218

(1)

Product or Service Objections

219

(1)

Company or Source Objections

220

(2)

Using Laarc: A Process for Negotiating Buyer Resistance

222

(1)

Methods for Responding to Objections

223

(1)

Compensation

224

(1)

Questioning or Assessing

224

(2)

Summarizing Solutions to Confirm Benefits

226

(1)

Securing Commitment and Closing

226

(5)

Guidelines for Earning Commitment

227

(1)

Techniques to Earn Commitment

228

(1)

Probe to Earn Commitment

229

(1)

Traditional Methods

230

(1)

Summary

231

(3)

Making Professional Selling Decisions

234

(3)

Case 8.1: Thompson Engineering

234

(1)

Case 8.2: Data Computers

234

(3)

Part 4- Enhancing Customer Relationships

237

(62)

Adding Value: Follow-Up

239

(26)

The Three R's of Selling: Research, Relationships, and Responsiveness

239

(2)

Assess Customer Satisfaction

241

(1)

Harness Technology to Enhance Follow-up and Buyer-Seller Relationships

241

(3)

Assure Customer Satisfaction

244

(8)

Provide Useful Information

245

(1)

Expedite Orders and Monitor Installation

246

(1)

Train Customer Personnel

247

(1)

Correct Billing Errors

248

(1)

Remember the Customer After the Sale

249

(1)

Resolve Complaints and Encourage Critical Encounters

249

(3)

Maintain Open, Two-Way Communication

252

(1)

Expand Collaborative Involvement

253

(1)

Work to Add Value and Enhance Mutual Opportunities

253

(3)

Provide Quality Customer Service

253

(2)

Customer Expectations

255

(1)

Develop a Service Strategy

255

(1)

Customer Service Dimensions

256

(1)

Summary

256

(6)

Making Professional Selling Decisions

262

(3)

Case 9.1: The Reluctant Salesforce

262

(1)

Case 9.2: Whatever It Takes to Get the Order

262

(3)

Adding Value: Self-Leadership and Teamwork

265

(34)

Capturing the Power of Setting Goals and Planning Sales Activities

265

(1)

Effective Self-Leadership

266

(16)

Stage One: Setting Goals and Objectives

267

(2)

Stage Two: Territory Analysis and Account Classification

269

(3)

Stage Three: Development and Implementation of Strategies and Plans

272

(6)

Stage Four: Tapping Technology and Automation

278

(4)

Stage Five: Assessment of Performance and Goal Attainment

282

(1)

Increasing Customer Value Through Teamwork

282

(5)

Internal Partnerships and Teams

282

(3)

Building Teamwork Skills

285

(2)

Summary

287

(8)

Making Professional Selling Decisions

295

(4)

Case 10.1: Emron Control Corp.

295

(1)

Case 10.2: Mark Cassidy and Milligan Adhesives Corporation

296

(3)

Experiential Exercises

299

(110)

Discovering Attitudes Toward Sales Careers

300

(3)

Words Which Identify Salespeople and a Sales Career

303

(3)

Salesperson and Buyer Interviews

306

(4)

What Are the Options?

310

(4)

How Salespeople Spend Their Time

314

(2)

What Attributes Are Essential to a Successful Sales Career?

316

(2)

Resume Writing I: Identifying Your Accomplishments and Skills

318

(5)

Resume Writing II: Preparing Your Resume

323

(8)

Resume Writing III: Developing a Marketing Letter

331

(3)

Ethics Scale

334

(3)

Building Relationships after the Sale

337

(2)

Comparing the Traditional Selling Process with the Process of Trust-Based Relationship Selling

339

(3)

Gathering Information about the Buyer

342

(3)

Key Questions During the Buying Process

345

(2)

Triggering the Buying Process---Needs Awareness

347

(3)

Activating the ADAPT Process for Developing and Confirming Customer Needs

350

(3)

Role Plays for ADAPTive Questioning

353

(4)

Effective Questioning

357

(3)

Thank-you Letters

360

(4)

Assessing the Effectiveness of Different Customer Contact Methods

364

(3)

Assessing the Lifetime Value of a Customer

367

(2)

Prospecting Effectiveness

369

(2)

Developing Feature and Benefit Statements for Your School

371

(3)

Presentation Effectiveness---Discussion Questions

374

(1)

Sales Call Planning Report

375

(6)

Helpful Hints for Sales Presentations

381

(2)

Generating Buying Involvement

383

(4)

Why Salespeople Fail to Gain Commitment

387

(1)

Gaining Commitment---Caution Signals

388

(2)

Reasons for Sales Resistance

390

(4)

Negotiating Buyer Resistance

394

(2)

Post-Presentation Follow-up: Analyzing a Sales Call

396

(3)

What to Do after Gaining Commitment

399

(2)

Enhancing Customer Relationships

401

(2)

Written Sales Proposals---Summarizing Quantitative Data

403

(2)

Gaining Commitment with Buying Teams

405

(4)

Glossary

409

(10)

Notes

419

(6)

Index

425

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Professional Selling A Trust-Based Approach

Summary

Table of Contents

Supplemental Materials