ABCs of Relationship Selling

Title
Contents
PART I SELLING AS A PROFESSION
	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
		What Is Selling?
		Personal Selling Today
			How Some Salespeople Are Viewed
			What about You?
		A New Definition of Personal Selling
			Think of Your Grandmother
		The Golden Rule of Personal Selling
			Salesperson Differences
		Everybody Sells!
		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?
			A Sales Manager’s View of the Recruit
		Success in Selling—What Does It Take?
			S—Success Begins with Love
			S—Service to Others
			U—Use the Golden Rule of Selling
			C—Communication Ability
			C—Characteristics for the Job
			E—Excels at Strategic Thinking
			S—Sales Knowledge at the M.D. Level
			S—Stamina for the Challenge
		C—Characteristics for the Job Examined
			Caring, Joy, Harmony
			Patience, Kindness, Moral Ethics
			Faithful, Fair, Self-Control
		Do Success Characteristics Describe You?
		Relationship Selling
		Sales Jobs Are Different
		What Does a Professional Salesperson Do?
			Reflect Back
		The Future for Salespeople
			Learning Selling Skills
			Preparing for the 21st Century
			Ethical Megatrend Shaping Sales and Business
		E-Selling: 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
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Selling Experiential Exercise: Aerobic, Strength, and Flexibility Exercise Guidelines
		Crossword of Selling Terms: Selling as a Profession
		CASE 1.1 What They Didn’t Teach Us in Sales Class
		Chapter 1 Appendix: The Golden Rule of Personal Selling as Told by a Salesperson
		The Golden Rule of Selling
		Others Includes Competitors
		Sales is Your Calling to Serve
		To Serve, You Need Knowledge
		Customers Notice Integrity
		Personal Gain is Not Your Goal
		Others Come First
		The Golden Rule is Not
			Corruptible It is Not
			Self-Serving It is Not
			Comprehensive It is Not
			Easy to Follow It is Not
		The Great Harvest Law of Sales
			A Corny Example
		The Common Denominator of Sales Success
		The Fruits of the Selling Spirit
	2 Ethics First
		Social, Ethical, and Legal Influences
		Management’s Social Responsibilities
			Organizational Stakeholders
			An Organization’s Main Responsibilities
			How to Demonstrate Social Responsibility
		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 Golden Rule 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 Ill Salesperson
			Employee Rights
		Salespeople’s Ethics in Dealing with Their Employers
			Misusing Company Assets
			Moonlighting
			Cheating
			Affecting Other Salespeople
			Technology Theft
		Ethics in Dealing with Customers
			Bribes
			Misrepresentation
			Price Discrimination
			Tie-in Sales
			Exclusive Dealership
			Reciprocity
			Sales Restrictions
		The International Side of Ethics
		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!
		The Tree of Business Life
			Ethics Rule Business
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Selling Experiential Exercise: Ethical Work Climates
		Crossword of Selling Terms: Ethics First
			Customer Relationships
		CASES 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
PART II PREPARATION FOR RELATIONSHIP SELLING
	3 The Psychology of Selling: Why People Buy
		The Tree of Business Life: Benefits
		Why People Buy—The Black Box Approach
		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
		A FAB ulous 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?
		How to Determine Important Buying Needs—A Key to Success
		The Trial Close—A Great Way to Uncover Needs and SELL
		SELL Sequence
		Your Buyer’s Perception
		Perceptions, Attitudes, and Beliefs
			Example of a Buyer’s Misperceptions
		The Buyer’s Personality Should Be Considered
			Self-Concept
		Adaptive Selling Based on Buyer’s Style
			Personality Typing
			Adapt Your Presentation to the Buyer’s Style
			What Is Your Style?
		You Can Classify Buying Situations
			Some Decisions Are Routine
			Some Decisions Are Limited
			Some Decisions Are Extensive
		Technology Provides Information
		View Buyers as Decision Makers
			Need Arousal
			Collection of Information
			Information Evaluation
			Purchase Decision
			Postpurchase
		Satisfied Customers Are Easier to Sell To
		To Buy or Not to Buy—A Choice Decision
		Summary of Major Selling Issues
		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?
		Crossword of Selling Terms: The Psychology of Selling: Why People Buy
		CASES 3.1 Economy Ceiling Fans, Inc.
		3.2 McDonald’s Ford Dealership
	4 Communication for Relationship Building: It’s Not All Talk
		The Tree of Business Life: Communication
		Communication: It Takes Two
			Salesperson–Buyer Communication Process Requires Feedback
		Nonverbal Communication: Watch for It
			Concept of Space
			Communication through Appearance and the Handshake
			Body Language Gives You Clues
		Barriers to Communication
		Master Persuasive Communication to Maintain Control
			Feedback Guides Your Presentation
				Remember the Trial Close
				Empathy Puts You in Your Customer’s Shoes
				Keep It Simple
				Creating Mutual Trust Develops Friendship
				Listening Clues You In
				Your Attitude Makes the Difference
				Proof Statements Make You Believable
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Selling Experiential Exercise: Listening Self-Inventory
		Crossword of Selling Terms: Communication for Relationship Building: It’s Not All Talk
		CASES 4.1 Skaggs Manufacturing
		4.2 Alabama Office Supply
		4.3 Vernex, Inc.
		Chapter 4 Appendix: Dress for Success
			Impress for Business Professional and Casual Occasions!
	5 Sales Knowledge: Customers, Products, Technologies
		The Tree of Business Life: Knowledge
		Sources of Sales Knowledge
		Knowledge Builds Relationships
			Knowledge Increases Confidence in Salespeople
				Relationships Increase Sales
		Know Your Customers
		Know Your Company
			General Company Information
		Know Your Product
		Know Your Resellers
		Advertising Aids Salespeople
			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
		What’s It Worth? Pricing Your Product
		Know Your Competition, Industry, and Economy
		Personal Computers 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 World Wide Web
			The Internet
			World Wide Web
		Global Technology Provides Service
		Technology Etiquette
			Netiquette
			Cell Phones
			Voice Mail
			Faxes
			Speakerphones and Conference Calls
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Selling Experiential Exercise: How Is Your Self-Confidence?
		Crossword of Selling Terms: Sales Knowledge: Customers, Products, Technologies
		Chapter 5 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
		Crossword of Selling Terms: Sales Arithmetic and Pricing
		CASES 5A.1 Claire Cosmetics
		5A.2 McBath Women’s Apparel
		5A.3 Electric Generator Corporation
		5A.4 Frank’s Drilling Service
		5A.5 FruitFresh, Inc.
PART III THE RELATIONSHIP SELLING PROCESS
	6 Prospecting—The Lifeblood of Selling
		The Tree of Business Life: Prospecting
		The Sales Process Has 10 Steps
		Steps before the Sales Presentation
		Prospecting—The Lifeblood of Selling
		The Leaking Bucket Customer Concept
		Where to Find Prospects
		Planning a Prospecting Strategy
		Prospecting Methods
			E-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
			Telephone and Telemarketing
			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
		Wireless E-Mail Helps You Keep in Contact and Prospect
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Selling Experiential Exercise: Your Attitude toward Selling
		Crossword of Selling Terms: Prospecting—The Lifeblood of Selling
		Case 6.1 Canadian Equipment Corporation
		6.2 Montreal Satellites
	7 Planning the Sales Call Is a Must!
		The Tree of Business Life: Planning
			Begin Your Plan with Purpose!
			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
			Reasons for Planning the Sales Call
			Elements of Sales Call Planning
			Always Have a Sales Call Objective
		The Prospect’s Mental Steps
			Attention
			Interest
			Desire
			Conviction
			Purchase or Action
		Overview of the Selling Process
		Summary of Major Selling Issues
		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
		Crossword of Selling Terms: Planning the Sales Call Is a Must!
		CASES 7.1 Ms. Hansen’s Mental Steps in Buying Your Product
		7.2 Machinery Lubricants, Inc.
		7.3 Telemax, Inc.
	8 Carefully Select Which Sales Presentation Method to Use
		The Tree of Business Life: 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?
		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
		Let’s Review before Moving On!
			What’s Important to Know?
			The Golden Rule Makes Sense
			Dale Carnegie Gives a Word of Warning!
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Selling Experiential Exercise: What Are Your Negotiation Skills?
		Crossword of Selling Terms: Carefully Select Which Sales Presentation to Use
		CASES 8.1 Cascade Soap Company
		8.2 A Retail Sales Presentation
		8.3 Negotiating with a Friend
	9 Begin Your Presentation Strategically
		The Tree of Business Life: The Beginning
		What Is the Approach?
		The Right to Approach
		The Approach—Opening the Sales Presentation
			Your Attitude during the Approach
			The First Impression You Make Is Critical to Success
			Approach Techniques and Objectives
			Small Talk Warms ’em Up
			The Situational Approach
			Opening with Statements
			Demonstration Openings
			Opening with Questions
		Technology in the Approach
		Is the Approach Important?
		Using Questions Results in Sales Success
			The Direct Question
			The Nondirective Question
			The Rephrasing Question
			The Redirect Question
			Three Rules for Using Questions
		Is the Prospect Still Not Listening?
		Be Flexible in Your Approach
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Selling Experiential Exercise: Plan Your Appearance— It Projects Your Image!
		Crossword of Selling Terms: Begin Your Presentation Strategically
		Student Application Learning Exercises (SALES)
			SALE 4 of 7—Chapter 9
		CASES 9.1 The Thompson Company
		9.2 The Copy Corporation
		9.3 Electronic Office Security Corporation
	10 Elements of a Great Sales Presentation
		The Tree of Business Life: Presentation
		The Purpose of the Presentation
		Three Essential Steps within the Presentation
			Remember Your FAB s!
		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
		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!
		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
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Student Application Learning Exercises (SALES)
			SALE 5 of 7—Chapter 10
		Crossword of Selling Terms: Elements of a Great Sales Presentation
		CASES 10.1 Dyno Electric Cart Company
		10.2 Major Oil, Inc.
		10.3 Dumping Inventory: Should This Be Part of Your Presentation?
	11 Welcome Your Prospect’s Objections
		The Tree of Business Life: Objections
		Welcome Objections!
		What Are 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
		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
			The Dodge Neither Denies, Answers, nor Ignores
			Don’t Be Afraid to Pass Up an Objection
			Rephrase an Objection as a Question
			Postponing Objections Is Sometimes Necessary
			Send It Back with the Boomerang Method
			Ask Questions to Smoke Out Objections
			Use Direct Denial Tactfully
			The Indirect Denial Works
			Compensation or Counterbalance Method
			Let a Third Party Answer
		Technology Can Effectively Help Respond to Objections!
		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
		In All Things Be Guided by the Golden Rule
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Student Application Learning Exercises (SALES)
			SALE 6 of 7—Chapter 11
		Crossword of Selling Terms: Welcome Your Prospect’s Objections
		CASES 11.1 Ace Building Supplies
		11.2 Electric Generator Corporation (B)
	12 Closing Begins the Relationship
		The Tree of Business Life: 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?
		Closing under Fire
		Difficulties with Closing
		Essentials of Closing Sales
		Prepare Several Closing Techniques
			The Alternative-Choice Close Is an Old Favorite
			The Assumptive Close
			The Compliment Close Inflates the Ego
			The Summary-of-Benefits Close Is Most Popular
			The Continuous-Yes Close Generates Positive Responses
			The Minor-Points Close Is Not Threatening
			The T-Account or Balance-Sheet Close Was Ben Franklin’s Favorite
			The Standing-Room-Only Close Gets Action
			The Probability Close
			The Negotiation Close
			The Technology Close
		Prepare a Multiple-Close Sequence
		Close Based on the Situation
		Research Reinforces These Sales Success Strategies
		Keys to Improved Selling
		The Business Proposition and the Close
			Use a Visual Aid to Close
		Closing Begins the Relationship
		When You Do Not Make the Sale
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Student Application Learning Exercises (SALES)
			SALE 7 of 7—Chapter 12
		Crossword of Selling Terms: Closing Begins the Relationship
		CASES 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
	13 Service and Follow-Up for Customer Retention
		The Tree of Business Life: Service
		The Importance of Service and Follow-Up
			Words of Sales Wisdom
			True Caring Builds Relationships and Sales
		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
		The Product and Its Service Component
			Expectations Determine Service Quality
		Customer Satisfaction and Retention
		Excellent Customer Service and Satisfaction Require Technology
		So, How Does Service Increase Your Sales?
		Turn Follow-Up and Service into a Sale
		Account Penetration Is a Secret to Success
		Service Can Keep Your Customers
		You Lose a Customer—Keep on Trucking
		Returned Goods Make You a Hero
		Handle Complaints Fairly
		Is the Customer Always Right?
			This Customer Is Not in the Right!
			Dress in Your Armor
		Build a Professional Reputation
		Do’s and Don’ts for Business Salespeople
		The Path to Sales Success: Seek, Knock, Ask, Serve
		Summary of Major Selling Issues
		Key Terms for Selling
		Sales Application Questions
		Further Exploring the Sales World
		Selling Experiential Exercise: What’s Your Attitude toward Customer Service?
		Crossword of Selling Terms: Service and Follow-Up for Customer Retention
		CASES 13.1 California Adhesives Corporation
		13.2 Sport Shoe Corporation
		13.3 Wingate Paper
PART IV TIME AND TERRITORY MANAGEMENT: KEYS TO SUCCESS
	14 Time, Territory, and Self-Management: Keys to Success
		The Tree of Business Life: Time
		Customers Form Sales Territories
			Why Establish Sales Territories?
			Why Sales Territories May Not Be Developed
		Elements of Time and Territory Management
			Salesperson’s Sales Quota
			Account Analysis
			Develop Account Objectives and Sales Quotas
			Territory–Time Allocation
			Return on Time Invested
			Customer Sales Planning
			Scheduling and Routing
			Using the Telephone for Territorial Coverage
			Territory and Customer Evaluation
			Summary of Major Selling Issues
			Key Terms for Selling
			Sales Application Questions
			Selling Experiential Exercise
			Further Exploring the Sales World
			Crossword of Selling Terms: Time, Territory, and Self-Management: Keys to Success
			CASES 14.1 Your Selling Day: A Time and Territory Game
			14.2 Sally Malone’s District—Development of an Account Segmentation Plan
APPENDIX A Sales Call Role-Plays
	Role-Play One: Consumer Sales
	Role-Play Two: Distributor Sales
	Role-Play Three: Business-to-Business
	Role-Play Four: Business-to-Business
	APPENDIX B Personal Selling Experiential Exercises
	Sell Yourself on a Job Interview
	Résumé, Follow-Up Letter, E-Mail
	How to Create a Portfolio
	Sales Team Building
	What’s Your Style—Senser, Intuitor, Thinker, Feeler?
APPENDIX C Selling Globally
	When in Rome, Do What the Romans Do
	Customer Gift Giving in Japan
	Respecting the Traditions of India
	Wanted: Global Sales Managers and Salespeople
	A Typical Sales Day in China: What to Expect
	Little Cold Calling in Japan
	Chinese Culture: Don’t Shy Away from Negotiating
	Salespeople Are Making It Happen in China
	Watch Out in Russia and China—They May Bug Your Room to Find Out Your Secrets
	French versus American Salespeople
	Israel—The Home Court Advantage
	Working a Deal in the Arab World
	The Japanese Take Relationship Selling Seriously
	Europe and IBM—Changes Had to Be Made
	Selling Experiential Exercise
APPENDIX D Answers to Crossword Puzzles
Glossary of Selling Terms
Notes
Photo Credits
Index