ABC’s of Relationship Selling through Service

Cover
ABC’s of Relationship Selling: THROUGH SERVICE
dedication
about the authors
preface
For Students
acknowledgments
contents in brief
table of contents
The Illustrated Overview of Selling
Part 1: Selling as a Profession
	Chapter 1: The Life, Times, and Career of the Professional Salesperson
		What Is the Purpose of Business?
			The Primary Goal of Business
			Marketing’s Definition
		Essentials of a Firm’s Marketing Effort
			Product: It’s More than You Think
			Price: It’s Important to Success
			Distribution: It Has to Be Available
			Promotion: You Have to Tell People about It
		Traditional View of Selling
		What Is Professional Selling?
		The Core Principles of Professional Selling
			Salesperson Differences
		Everybody Sells!
		Sales: A Valued Education Leading  to Career Opportunity
		What Salespeople Are Paid to Do
		Why Choose a Sales Career?
			Service: Helping Others
			A Variety of Sales Jobs Are Available
			Freedom of Action: You’re on Your Own
			Job Challenge Is Always There
			Opportunities for Advancement Are Great
			Rewards: The Sky’s the Limit
			You Can Move Quickly into Management
		Is a Sales Career Right For You?
		Success in Selling—What Does it Take?
			S—Service to Others
			U—Use the Core Principles of Professional Selling
			C—Communication Ability
			C—Characteristics for the Job
			E—Excels at Strategic Thinking
			S—Sales Knowledge at the MD Level
			S—Stamina for the Challenge of Consistent Adapting
		C—Characteristics for the Job Examined
			Caring, Joy, Harmony
			Patience, Kindness, Moral Ethics
			Faithful, Fair, Self-Control
		Relationship Selling
		Sales Jobs Are Different
		What Does a Professional  Salesperson Do?
			Reflect Back
			Build a Professional Reputation
			Understanding Your Buyer’s Expectations  of Professionalism
		The Future for Salespeople
			Learning Selling Skills
			Preparing for a Future in Sales
			An Ethical Megatrend Is Shaping Sales and Business
		Technology and Information Build  Relationships
		Selling Is for Large and Small Organizations
		The Plan of this Textbook
		Building Relationships Through the Sales Process
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Notes
		APPENDIX: The Core Principles of Professional Selling  as Told by a Salesperson
			The Core Principles of Professional  Selling
			Sales and Service Are Inseparable
			To Serve, You Need Knowledge
			Customers Notice Integrity
			Personal Gain at Any Cost Is Not Your Mantra
			Have an Attitude of Appreciation
			The Core Principles Are Not
			Corruptible They Are Not
			Self-Serving They Are Not
			Comprehensive They Are Not
			Easy to Follow They Are Not
			The Great Harvest Law of Sales
			A Corny Example
			The Common Denominator of Sales  Success
	Chapter 2: Ethics First . . . Then Customer Relationships
		What Influences Ethical Behavior?
			The Individual’s Role
			The Organization’s Role
		Are There Any Ethical Guidelines?
			What Does the Research Say?
			What Does One Do?
			Is Your Conscience Reliable?
			Sources of Significant Influence
			Three Guidelines for Making Ethical Decisions
			Will the Core Principles Help?
		Management’s Ethical Responsibilities
			What Is Ethical Behavior?
			What Is an Ethical Dilemma?
		Ethics in Dealing with Salespeople
			Level of Sales Pressure
			Decisions Affecting Territory
			To Tell the Truth?
			The III Salesperson
			Employee Rights
		Salespeople’s Ethics in Dealing with Their Employers
			Misusing Company Assets
			Moonlighting
			Cheating
			Technology Theft
		Ethics in Dealing with Customers
			Bribes
			Misrepresentation
			Price Discrimination
			Tie-in Sales
			Exclusive Dealership
			Reciprocity
			Sales Restrictions
		Managing Sales Ethics
			Follow the Leader
			Leader Selection Is Important
			Establish a Code of Ethics
			Create Ethical Structures
			Encourage Whistle-Blowing
			Create an Ethical Sales Climate
			Establish Control Systems
		Ethics in Business and Sales
			Helpful Hints in Making Career Decisions
			Do Your Research!
		Core Principles of Professional Selling
			True Professionals Are Ethical
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Selling Experiential Exercise
			Ethical Work Climates
			Notes
		CASE
			2.1: Ethical Selling at Perfect Solutions: The Case of the Delayed Product
			2.2: Sales Hype: To Tell the Truth or Stretch It, That Is the Question
			2.3: Personal Decision Making: Do Ethical Considerations Matter?
Part 2: Preparation for Relationship Selling
	Chapter 3: The Psychology of Selling: Why People Buy
		The Core Principles: Benefits
		Why People Buy—The Black Box Approach
		Consumer versus Organizational Buying
		Psychological Influences On Buying
			Motivation to Buy Must Be There
			Economic Needs: The Best Value for the Money
			Awareness of Needs: Some Buyers Are Unsure
		Applying Your Understanding of Needs
		How to Determine Important Buying Needs—A Key to Success
		You Can Classify Buying Situations
			Some Decisions Are Routine
			Some Decisions Are Limited
			Some Decisions Are Extensive
		Consumer Buying Decision Process
			Need Arousal
			Collection of Information
			Information Evaluation
			Purchase Decision
			Postpurchase
		Organizational Buying Decision Process
			Factors Influencing Organizational Buying Process
		To Buy or Not to Buy—A Choice  Decision
		A FABulous Approach to Buyer Need Satisfaction
			The Product’s Features: So What?
			The Product’s Advantages: Prove It!
			The Product’s Benefits: What’s in It for  Me?
		The Trial Close—A Great Way to Uncover Needs  and Sell
		SELL Sequence
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Student Application Learning Exercises  (Sales)
			SALE 1 of 7—Chapter 3
			Selling Experiential Exercise
			Is Organizational Selling for You?
			Notes
		CASE
			3.1: Economy Ceiling Fans, Inc.
			3.2: Jackson Ceiling Fans
			3.3: Tech Corporation
			3.4: McDonald’s Ford Dealership
	Chapter 4: Communication for Relationship Building: It’s Not All Talk
		The Core Principles: Communication
		Communication: It Takes Two
			Salesperson–Buyer Communication Process Requires Feedback
		The Buyer’s Personality Should Be  Considered
			Self-Concept
		Adaptive Selling Based on Buyer’s Personality Style
			Personality Typing
			Adapt Your Presentation to the Buyer’s  Style
		Nonverbal Communication: Watch for it
			Concept of Space
			Communication Through Appearance
			Communication Through The Handshake
			Body Language Gives You Clues
			Mirroring and Mimicry
		Communication: Improve Your Encoding and Decoding
			Encoding: The Sender’s Professional Communication
			Decoding a Sales Conversation: Listen  Carefully
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Selling Experiential Exercise
			Listening Self-Inventory
			What’s Your Style—Senser, Intuitor, Thinker, Feeler?
			Notes
		CASE
			4.1: Skaggs Manufacturing
			4.2: Alabama Office Supply
			4.3: Vernex, Inc.
		Appendix: Dress for Success . . . and to Impress for Business Professional and Business Casual Occasions!
	Chapter 5: Sales Knowledge: Customers, Products, Technologies
		The Core Principles: Knowledge
		Sources of Sales Knowledge
		Why Is Salesperson  Knowledge Important?
			Knowledge Increases Confidence in Salespeople
			A Knowledgeable Salesperson Creates  Confidence in the Buyer
			Knowledge Demonstrates That the  Salesperson Cares about the Buyer’s Needs
			The Buyer Expects a Highly Knowledgeable Salesperson
		Know Your Customers
		Know Your Company
			General Company Information
		Know Your Product
		Know Your Channels of  Distribution
		Know Your Product’s Pricing and Discount Policies
		Know Your Competition, Industry, and Economy
		Know How to Help Your Customers Resell Your Product
			Types of Advertising Differ
			Why Spend Money on Advertising?
		Sales Promotion Generates Sales
			Point-of-Purchase Displays: Get Them Out There
			Shelf Positioning Is Important to Your Success
			Premiums
		Technology And Selling
		Knowledge of Technology Enhances Sales and Customer Service
			Personal Productivity
			Communications with Customers and Employer
			Customer Order Processing and Service Support
		Sales: Internet and the Cloud
			The Internet
			The Cloud
		Global Technology Provides Service
		Technology Etiquette
			Netiquette
			Cell Phones
			Voice Mail
			Speakerphones and Conference Calls
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Selling Experiential Exercise
			How Is Your Self-Confidence?
			Notes
		CASE
			5.1: Claire Cosmetics
			5.2: McBath Women’s Apparel
			5.3: Electric Generator  Corporation
			5.4: Frank’s Drilling Service
			5.5: FruitFresh, Inc.
		Appendix: Sales Arithmetic and Pricing
			Types of Prices
			Discounts Lower The Price
			Quantity Discounts: Buy More, Pay Less
			Cash Discounts Entice the Customer to  Pay on Time
			Trade Discounts Attract Channel Members’   Attention
			Consumer Discounts Increase Sales
			Resellers: Markup and Profit
			Markup and Unit Price
			Markup and Return on Investment
			Organizations: Value And Roi
			Compare Product Costs to True Value
			Unit Costs Break Down Price
			Return on Investment Is Listened To
			Key Terms for Selling
			Sales Application Questions
			Student Application Learning Exercises (Sales)
			SALE 2 of 7—Chapter 5
Part 3: The Relationship Selling Process
	Chapter 6: Prospecting—The Lifeblood of Selling
		The Core Principles: Prospecting
		The Sales Process Has 10 Steps
		Steps before the Sales Presentation
		Prospecting—The Lifeblood of Selling
			Why Is Prospecting Important to a  Business?
			The Prospecting Process
		Prospecting Is an Ongoing Process
		Planning a Prospecting Strategy
		Prospecting Methods
			Prospecting on the Web
			Cold Canvassing
			Endless Chain Customer Referral
			Orphaned Customers
			Sales Lead Clubs
			Prospect Lists
			Getting Published
			Public Exhibitions and Demonstrations
			Center of Influence
			Direct Mail
			Telemarketing
			Teleprospecting
			Inside Sales
			Observation
			Networking
		Prospecting Guidelines
			Referrals Used in Most Prospecting  Methods
			The Prospect Pool
		The Referral Cycle
			The Parallel Referral Sale
			The Secret Is to Ask Correctly
			The Preapproach
			The Presentation
			Product Delivery
			Service and Follow-Up
			Don’t Mistreat the Referral
		Call Reluctance Costs You Money!
		Obtaining the Sales Interview
			The Benefits of Appointment Making
		Applying CRM Technolgy to Prospecting
			Lead Generation and Tracking via  Marketing Automation
			Contact Management
			Lead Scoring
			Data Integration and Learning
			Pipeline Management
		How Is Prospecting Changing?
			Social Selling
			Social Listening
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Selling Experiential Exercise
			Your Attitude toward Selling
			Notes
		CASE
			6.1: Canadian Equipment Corporation
			6.2: Montreal Satellites
			6.3: PizzaMunch and Social Listening
			6.4: Conducting Research to Learn  about Leads
	Chapter 7: Planning the Sales Call Is a Must!
		The Core Principles: Planning
			Begin Your Plan with Purpose and Passion  Will Follow
			Plan to Achieve Your Purpose
			What’s a Plan?
			What Is Success?
		Strategic Customer Sales Planning—The Preapproach
			Strategic Needs
			Creative Solutions
			Mutually Beneficial Agreements
		The Customer Relationship Model
			Why Does Preparation Matter?
			Elements of Sales Call Planning
		The Prospect’s Mental Steps
			Attention
			Interest
			Desire
			Conviction
			Purchase or Action
		Overview of the Selling Process
			Empathizing with the Buyer
			Learning from an Experienced Buyer, Matthew Leiseth
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Selling Experiential Exercise
			SMART Course Objective Setting
			Student Application Learning Exercises (Sales)
			SALE 3 of 7—Chapter 7
			Notes
		CASE
			7.1: Ms. Hansen’s Mental Steps in Buying Your Product
			7.2: Machinery Lubricants, Inc.
			7.3: Telemax, Inc.
	Chapter 8: Carefully Select Which Sales Presentation Method to Use
		The Core Principles: Presentation
		Sales Presentation Strategy
		Sales Presentation Methods—Select One Carefully
			The Memorized Sales Presentation
			The Formula Presentation
			The Need-Satisfaction Presentation
			The Problem–Solution Presentation
			Comparison of Presentation Methods
			What Is the Best Presentation Method?
		Areas to Consider in Any Sales Presentation Method
			Asking Great Questions
			Listen More Than You Talk
			Combining Your Listening and Questioning Skills
			Storytelling in Sales
		The Group Presentation
			Give a Proper Introduction
			Establish Credibility
			Provide an Account List
			State Your Competitive Advantages
			Give Quality Assurances and Qualifications
			Cater to the Group’s Behavioral Style
		Negotiating So Everyone Wins
			Phases of Negotiation
		Sales Presentations Go High-Tech
		Select the Presentation Method, Then the Approach
		The Parallel Dimensions of Selling
			First Column
			Second Column
			Third Column
			Fourth Column
		The Sales Presentation and Techniques (A Review of the Process)
			Your Sales Presentation
			The Approach
			Elements of the Presentation
			Welcome Objections!
			Closing
			Solving a Buyer’s Problem Makes Sense
		Practice and Time
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Selling Experiential Exercise
			What Are Your Negotiation Skills
			Notes
		CASE
			8.1: Cascade Soap Company
			8.2: Presenting to an Organizational Buyer
	Chapter 9: Begin Your Presentation Strategically
		The Core Principles: The Approach
		What Is the Approach?
		The Right to Approach
		The Approach—Opening the Sales Presentation
			Your Attitude During the Approach
			Why Are First Impressions Important?
			How To Make A Good First Impression
			Approach Techniques and Objectives
			Small Talk Warms ’em Up
			The Situation Determines the Approach
		Be Flexible in Your Approach
			Opening with Statements
			Opening with Questions
		Using Questions Results in Sales Success
			The Nondirective Question
			The Direct Question
			The Rephrasing Question
			The Redirect Question
			Three Rules for Using Questions
		Is the Prospect Still Not Listening?
			Demonstration Openings
		Transitions: Maintain Conversational Flow
			Summary of Major Selling Issues
			Meeting a Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring the Sales World
			Student Application Learning Exercises (Sales)
			SALE 4 of 7—Chapter 9
			Notes
		CASE
			9.1: The Thompson Company
			9.2: The Copy Corporation
			9.3: Electronic Office Security Corporation
			9.4: Needs Discovery
	Chapter 10: Elements of a Great Sales Presentation
		Building a Trusting, Long-Term Relationship
		An Overview of the Presentation Section of the Sales Process
		Three Essential Steps Within the Presentation
			Remember Your FABs!
			The SELL Sequence and Trial Close:  The FAB + Trial Close
		The Sales Presentation Mix
			Persuasive Communication
			Participation Is Essential to Success
			Proof Statements Build Believability
			The Visual Presentation—Show and Tell
		Visual Aids Help Tell the Story
			A Checklist for Visuals
		Dramatization Improves Your Chances
			George Wynn the Showman
		Demonstrations Prove it
			A Demonstration Checklist
			Use Participation in Your Demonstration
			Reasons for Using Visual Aids, Dramatics, and Demonstrations
			Guidelines for Using Visual Aids, Dramatics, and Demonstrations
		Technology Can Help!
			Video Conferencing
		The Sales Presentation Goal Model
		The Ideal Presentation
		Be Prepared for Presentation Difficulties
			How to Handle Interruptions
			Should You Discuss the Competition?
			Where the Presentation Takes Place
			Diagnose the Prospect to Determine Your Sales Presentation
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Student Application Learning Exercises (Sales)
			SALE 5 of 7—Chapter 10
			Notes
		CASE
			10.1: Dyno Electric Cart Company
			10.2: Dumping Inventory: Should This Be Part of Your Presentation?
	Chapter 11: Welcome Your Prospect’s Objections
		The Core Principles: Objections
		What Are Objections?
		Welcome Objections!
		When Do Prospects Object?
		Objections and the Sales Process
		Basic Points to Consider in Meeting Objections
			Plan for Objections
			Anticipate and Forestall
			Handle Objections as They Arise
			Be Positive
			Listen—Hear Them Out
			Understand Objections
		Meet the Objection
		Six Major Categories of Objections
			The Hidden Objection
			The Stalling Objection
			The No-Need Objection
			The Money Objection
			The Product Objection
			The Source Objection
		Techniques for Meeting Objections
			Let a Third Party Answer
			Ask Questions to Smoke Out  Objections
			Rephrase an Objection as a Question
			Compensate for the Objection
			Boomerang the Objection
			Postpone the Objection
			Dodge the Objection
			Pass Up an Objection
			Indirectly Deny the Objection
			Directly Deny the Objection
		After Meeting the Objection—What to Do?
			First, Use a Trial Close—Ask for  Opinion
			Move Back into Your Presentation
			Move to Close Your Sale
			If You Cannot Overcome the Objection
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Student Application Learning Exercises  (Sales)
			SALE 6 of 7—Chapter 11
			Notes
		CASE
			11.1: Ace Building Supplies
			11.2: Electric Generator Corporation (B)
	Chapter 12: Closing Begins the Relationship
		The Core Principles: Closing
		When Should I Pop the Question?
		Reading Buying Signals
		What Makes a Good Closer?
			Ask for the Order and Be Quiet
			Get the Order—Then Move On!
		How Many Times Should You Close?
			Example of Closing More than  Once
		Closing under Fire
		Difficulties with Closing
		Essentials of Closing Sales
		Get Ready for Closing
			Did I Miss Anything?
		Closing Techniques
			Summary-of-Benefits Close
			Direct Close
			Question Close
			Probability or Rating Close
			Negotiation Close
			Technology Close
			Visual Aids Close
			Close Based On the Situation
			Assumptive Close
			Alternative-Choice Close
			Minor-Points Close
			Compliment Close
			Standing-Room-Only Close
			Continuous-Yes Close
			T-Account or Balance-Sheet Close
		Prepare a Multiple-Close Sequence
		Closing Begins the Relationship
			After Closing, Discuss Action Steps
		When You Do Not Make the Sale
		Research Reinforces These Sales Success Strategies
		Keys to Improved Selling
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Student Application Learning Exercises (Sales)
			SALE 7 of 7—Chapter 13
			Notes
		CASE
			12.1: Skaggs Omega
			12.2: Central Hardware Supply
			12.3: Furmanite Service Company—A Multiple- Close Sequence
			12.4: Steve Santana: Pressured to Close a Big Deal
	Chapter 13: Service and Follow-Up for Customer Retention
		The Core Principles: Post-Sales Service
		The Importance of Service and  Follow-Up
			What Is Customer Service and  Satisfaction?
			Expectations Determine Service Quality
		Building a Long-Term Business Friendship
			What Is a Business Friendship?
			How to Build a Business Friendship
			What Is Most Important?
			How Many Friends?
		Relationship Marketing and Customer Retention
			Relationship Marketing Builds  Friendships
		Customer Satisfaction Enables Retention
			What Do Customers Expect of  Salespeople?
		Technology Aids Salesperson’s Post-Sale Service Behaviors
		So, How Does Service Increase Your  Sales?
			Satisfied Customers Are Easier to  Sell To
		Turn Follow-Up and Service Into A Sale
			What’s the Plan after the Sale: Making Sure Everything Happens
		Account Penetration Is a Secret to  Success
		Service Can Keep Your Customers
		Returned Goods Make You a Hero
		Handle Complaints Fairly
		You Lose a Customer—Keep on Trucking
		Is the Customer Always Right?
			This Customer Is Not in the Right!
			Dress in Your Armor
		THE PATH TO SALES SUCCESS: SEEK, FOCUS, ASK, SERVE
			Developing Service Recovery  Skills
			Words of Sales Wisdom
			True Caring Builds Relationships and  Sales
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Further Exploring The Sales World
			Selling Experiential Exercise
			What’s Your Attitude toward Customer  Service?
			Notes
		CASE
			13.1: California Adhesives Corporation
			13.2: Sport Shoe Corporation
			13.3: Wingate Paper
		Appendix: Apply Your Skills: Sales Role-Plays
			Role-Play One: Consumer Sales
			Role-Play Two: Distributor Sales
			Your Sales Call
			Role-Play Three: Business-to-Business
			Role-Play Four: Business-to-Business Sales XDT’s  RoboPhone+ (XDT)
			Role-Play Five (Part One): Consumer  Packaged Goods Sales
			Role-Play Five (Part Two): Consumer  Packaged Goods Sales
			Role-Play Five (Part Three): Consumer  Packaged Goods Sales Business  Review
			Role-Play Six (Part One):  Business-to-Business
			Role-Play Six (Part Two):  Business-to-Business
			Role-Play Six (Part Three):  Business-to-Business
Part 4: Time, Territory, and  Self-Management: Keys to Success
	Chapter 14: Time, Territory, and  Self-Management: Keys to Success
		The Core Principles: Time
		The Management of Time
			Return on Time Invested
		Customers Form Sales Territories
			Why Establish Sales Territories?
			Why Sales Territories May Not Be Developed
		Elements of Territory Management
			Salesperson’s Sales Quota
			Account Analysis
			Develop Account Objectives and Sales Quotas
			Sales Call Allocation
			Customer Sales Planning
			Scheduling and Routing
			Territory and Customer Evaluation
		Technology Use Can Enhance Time Efficiency
			Using Technology for Territory Management Activities
			Using Technology for Nonselling Activities
		Self-Management
			Personal Time Management
			What Might Your Sales Manager Tell You?
			Executive Presence
			Emotional Intelligence
			Networking
		What’s Happening in Sales
			Summary of Major Selling Issues
			Meeting A Sales Challenge
			Key Terms for Selling
			Sales Application Questions
			Selling Experiential Exercise
			Further Exploring The Sales World
			Notes
			Case 14.1: Your Selling Day: A Time and Territory Game
			Case 14.2: Sally Malone’s District—Development of an Account Segmentation Plan
Appendix
Glossary
Index