Sell, 6th Edition

Cover
Brief Contents
Contents
Chapter 1: Overview of Personal Selling
	1-1 Personal Selling Defined
	1-2 Trust-Based Relationship Selling
	1-3 Evolution of Professional Selling
	1-4 Contributions of Personal Selling
	1-5 Alternative Personal Selling Approaches
	1-6 The Trust-Based Sales Process
	1-7 Sales Careers
	Study Tools 1
	1 Chapter Case
	1 Chapter Role Play
Chapter 2: Building Trust and Sales Ethics
	How to Establish Trust
	2-1 What Is Trust?
	2-2 Why Is Trust Important?
	2-3 How to Earn Trust
	2-4 Knowledge Bases Help Build Trust and Relationships
	2-5 Sales Ethics
	Study Tools 2
	2 Chapter Case
	2 Chapter Role Play
Chapter 3: Understanding Buyers
	3-1 Types of Buyers
	3-2 Distinguishing Characteristics of Business Markets
	3-3 The Buying Process
	3-4 Types of Buyer Needs
	3-5 Procedures for Evaluating Suppliers and Products
	3-6 Understanding Postpurchase Evaluation and the Formation of Satisfaction
	3-7 Types of Purchasing Decisions
	3-8 Understanding Communication Styles
	3-9 Buying Teams
	3-10 Engaging Customers
	Study Tools 3
	3 Chapter Case
	3 Chapter Role Play
Chapter 4: Communication Skills
	4-1 Sales Communication as a Collaborative Process
	4-2 Types of Questions Classified by Amount and Specificity of Information Desired
	Types of Questions Classified by Strategic Purpose
	4-3 Strategic Application of Questioning in Trust-Based
Selling
	4-4 ADAPT Questioning System
	Using Different Types of Listening
	4-5 Active Listening
	4-6 Understanding the Superiority of Pictures over Words
	4-7 Nonverbal Communication
	Study Tools 4
	4 Chapter Case
	4 Chapter Role Play
Chapter 5: Strategic Prospecting and Preparing for Sales Dialogue
	5-1 The Importance and Challenges of Prospecting
	5-2 The Strategic Prospecting
Process
	5-3 Prospecting Methods
	5-4 Developing a Strategic Prospecting Plan
	5-5 Gathering Prospect Information to Prepare for Sales
Dialogue
	Study Tools 5
	5 Chapter Case
	5 Chapter Role Play
Chapter 6: Planning Sales Dialogues and Presentations
	6-1 Customer-Focused Sales Dialogue Planning
	6-2 Sales Communications Formats
	6-3 Sales Dialogue Template
	6-4 Engaging the Customer
	Study Tools 6
	6 Chapter Case
	6 Chapter Role Play
Chapter 7: Sales Dialogue: Creating and Communicating Value
	7-1 Effective Sales Dialogue
	7-2 Encouraging Buyer Feedback
	7-3 Creating Customer Value
	7-4 Interesting and Understandable Sales Dialogue
	7-5 Engaging and Involving the Buyer
	7-6 Supporting Product Claims
	7-7 Group Sales Dialogue
	Study Tools 7
	7 Chapter Case
	7 Chapter Role Play
Chapter 8: Addressing Concerns and Earning Commitment
	Resistance Busters
	Addressing Concerns
	8-1 Anticipate and Negotiate Concerns and Resistance
	8-2 Reasons Why Prospects Raise Objections
	8-3 Types of Sales Resistance
	8-4 Using LAARC: A Process for Negotiating Buyer Resistance
	8-5 Recommended Approaches for Responding to Objections
	8-6 Securing Commitment and Closing
	Study Tools 8
	8 Chapter Case
	8 Chapter Role Play
Chapter 9: Expanding Customer Relationships
	9-1 Assess Customer Satisfaction
	9-2 Harness Technology to Enhance Follow-up and Buyer-Seller Relationships
	9-3 Ensure Customer Satisfaction
	9-4 Expand Collaborative Involvement
	9-5 Work to Add Value and Enhance Mutual Opportunities
	Study Tools 9
	9 Chapter Case
	9 Chapter Role Play
Chapter 10: Adding Value: Self-Leadership and Teamwork
	10-1 Effective Self-Leadership
	10-2 Working with Different Levels and Types of Goals
	10-3 Account Classification
	10-4 Establishing Territory Routing Plans
	10-5 Stage Four: Tapping Technology and Automation
	10-6 Increasing Customer Value through Teamwork
	10-7 Building Teamwork Skills
	Study Tools 10
	10 Chapter Case
	10 Chapter Role Play
Endnotes
Index
Review Cards
Continuing Cases