Selling : building partnerships

목차 (Table of Contents)

• CONTENTS
• Prologue = xxv
• PART 1 The Field of Selling = 1
• Chapter 1 Selling and Salespeople = 2
• Why Learn about Personal Selling? = 4
• Everyone Sells = 4
• Salespeople in Businesses = 6
• Role of Selling in Marketing Communications = 6
• Salespeople and the Marketing Mix = 8
• Salespeople as Relationship Managers = 9
• What Do Salespeople Do? = 10
• Selling = 10
• Servicing Customers = 11
• Coordinating Activities = 12
• Providing Information to the Company and Preparing Information for Customers = 12
• Types of Salespeople = 12
• Selling and Distribution Channels = 12
• Describing Sales Jobs = 14
• The Sales Jobs Continuum = 16
• Examples of Sales Jobs = 17
• Characteristics of Successful Salespeople = 19
• Motivation = 19
• Dependability and Trustworthiness = 19
• Ethical Sales Behavior = 20
• Customer and Product Knowledge = 20
• Communication Skills = 20
• Flexibility = 20
• Emotional Intelligence = 21
• Are Salespeople Born or Made? = 21
• Rewards in Selling = 22
• Independence and Responsibility = 22
• Financial Rewords = 22
• Monagement Opportunities = 23
• Summary = 24
• Key Terms = 24
• Questions and Problems = 24
• Exploring the Net = 25
• Case Problems = 26
• Additional References = 27
• Chapter 2 Buelding Partnering Relationships = 30
• The Evolution of Personal Selling = 32
• Types of Relationships = 33
• Market Exchanges = 34
• Partnerships = 35
• Summary = 37
• Characteristics of Successful Relationships = 38
• Mutual Trust = 39
• Open Communication = 43
• Common Goals = 43
• Commitment to Mutual Gain = 44
• Organizational Support = 45
• Phases of Relationship Development = 46
• Awareness = 46
• Exploration = 46
• Expansion = 47
• Commitment = 47
• Dissolution = 47
• Managing Relationships and Partnering = 47
• Choosing the Right Relationship = 47
• Using Technology to Increase Efficiency = 48
• Summary = 50
• Key Terms = 50
• Questions and Problems = 50
• Exploring the Net = 51
• Case Problems = 51
• Additional References = 53
• Chapter 3 Ethical and Legal Issues in Selling = 54
• Ethics and Personal Selling = 56
• Ethics and Partnering Relationships = 57
• Factors Influencing the Ethical Behavior of Salespeople = 57
• Personal, Company, and Customer Needs = 58
• Company Policies = 58
• A Personal Code of Ethics = 59
• Selling Ethics and Relationships = 61
• Relationships with Customers = 61
• Relationships with the Salesperson's Company = 65
• Relationships with Colleagues = 66
• Relationships with Competitors = 67
• Legal Issues = 68
• Uniform Commercial Code = 68
• Misrepresentation or Soles Puffery = 71
• Illegal Business Practices = 72
• Legal Guidelines = 74
• Ethical and Legal Issues in International Selling = 74
• Resolving Cultural Differences = 75
• Legal Issues = 76
• Summary = 77
• Key Terms = 77
• Questions and Problems = 78
• Exploring the Net = 79
• Case Problems = 80
• Additional References = 82
• PART 2 Knowledge and Skill Requirements = 83
• Chapter 4 Buying Behavior and the Buying Process = 84
• Types of Customers = 86
• Producers = 86
• Resellers = 88
• Government Agencies = 88
• Institutions = 89
• Consumers = 90
• Organizational Buying and Selling = 90
• Complexity of the Organizational Buying Process = 90
• Derived versus Direct Demand = 91
• How Do Organizations Make Buying Decisions? = 92
• Steps in the Buying Process = 92
• Creeping Commitment = 94
• Types of Organizational Buying Decisions = 94
• New Tasks = 94
• Straight Rebuys = 95
• Modified Rebuys = 96
• Who Makes the Buying Decision? = 97
• Users = 97
• Influencers = 97
• Gatekeepers = 98
• Deciders = 98
• Supplier Evaluation and Choice = 99
• Organizational Needs and Criteria = 100
• Service Criteria = 102
• Individual Needs of Buying Center Members = 102
• Vendor Analysis = 104
• Trends in Organizational Buying = 104
• Increasing Importance of Purchasing Agents = 104
• Centralized Purchasing = 106
• Global Sourcing = 106
• Outsourcing = 107
• Supply Chain Management = 107
• The Internet and Business-to-Business Selling = 108
• Long-Term Customer-Supplier Relationships = 110
• Summary = 111
• Key Terms = 111
• Questions and Problems = 112
• Exploring the Net = 113
• Case Problems = 113
• Appendix : Multiattribute Model of Product
• Evaluation and Choice = 117
• Additional References = 121
• Chapter 5 Using Communication Principles to Build Relationships = 122
• Building Relationships through Two-Way Communication = 124
• The Communication Process = 124
• Communication Breakdowns = 124
• Communication Methods = 125
• Sending Verbal Messages = 127
• Effective Use of Words = 127
• Voice Characteristics = 129
• Asking Questions = 130
• Listening to Verbal Communications from Customers = 134
• Active Listening = 135
• Repeating Information = 135
• Restating or Rephrasing Information = 136
• Clarifying Information = 136
• Summarizing the Conversation = 136
• Tolerating Silences = 137
• Concentrating on the Ideas Being Communicated = 137
• Reading Nonverbal Messages from Customers = 137
• Body Language = 137
• Body Language Patterns = 139
• Detecting Customers' Hidden Emotions and Feelings = 139
• Sonding Messages with Nonverbal Communication = 140
• Using Body Language = 141
• The Role of Space and Physical Contact in Communication = 143
• Appearance = 144
• Communicating in a High-Technology Environment = 146
• Adjusting for Cultural Differences = 147
• Use of Language = 148
• Time and Scheduling = 149
• Body Language = 149
• Summary = 150
• Key Terms = 151
• Questions and Problems = 151
• Exploring the Net = 152
• Case Problems = 152
• Additional References = 154
• Chapter 6 Adaptive Selling for Relationship Building = 156
• Types of Presentations = 158
• Standard Memorized Presentation = 158
• Outlined Presentation = 158
• Customized Presentation = 158
• Adaptive Selling and Sales Success = 159
• Knowledge and Adoptive Selling = 161
• Product and Company Knowledge = 161
• Organizing Knowledge of Sales Situations and Customers into Categories = 163
• Approaches for Developing Knowledge = 164
• The Social Style Matrix: A Training Program for Building Adaptive Selling Skills = 167
• Dimensions of Social Styles = 167
• Categories of Social Styles = 168
• Identifying Customers' Social Styles = 170
• Social Styles and Sales Presentations = 171
• Versatility = 172
• The Role of Knowledge = 173
• An Alternative Training System for Developing Adaptive Selling Skills = 174
• Expert Systems = 174
• Limitations of Training Methods = 174
• Sales Force Automation Systems = 175
• Summary = 176
• Key Terms = 176
• Questions and Problems = 176
• Exploring the Net = 177
• Case Problems = 178
• Additional References = 180
• PART 3 The Partnership Process = 181
• Chapter 7 Prospecting = 182
• The Importance of Prospecting = 184
• Characteristics of a Good Prospect = 184
• Does a Want or Need Exist? = 185
• Does the Lead Have the Ability to Pay? = 186
• Does the Lead Have the Authority to Buy? = 187
• Can the Lead be Approached Favorably? = 188
• Is the Lead Eligible to Buy? = 188
• Other Criteria = 188
• How and Where to Obtain Prospects = 189
• Satisfied Customers = 189
• Endless-Chain Method = 190
• Center-of-Influence Method = 190
• Networking = 192
• Promotional Activities = 192
• Lists and Directories = 196
• Canvassing = 198
• Spotters = 199
• Telemarketing = 199
• Sales Letters = 201
• Other Sources of Leads = 203
• Lead Qualification and Management Systems = 204
• Overcoming a Reluctance to Prospect = 206
• Summary = 208
• Key Terms = 208
• Questions and Problems = 208
• Exploring the Net = 209
• Case Problems = 210
• Additional References = 211
• Chapter 8 Planning the Sales Call = 214
• Why Plan the Sales Call? = 216
• Obtaining Precall Information = 216
• The Prospect／Customer as an Individual = 218
• The Prospect's／Customer's Organization = 218
• Sources of Information = 220
• Setting Call Objectives = 223
• Criteria for Effective Objectives = 224
• Setting More than One Call Objective = 225
• Setting Objectives for Several Calls = 226
• Making an Appointment = 228
• How to Make Appointments = 229
• The Right Person = 229
• The RightTime = 230
• The Right Place = 231
• Cultivating Relationships with Subordinates = 231
• Telephoning for Appointments = 233
• Additional Planning = 237
• Summary = 238
• Key Terms = 238
• Questions and Problems = 238
• Exploring the Net = 239
• Case Problems = 240
• Additional References = 241
• Chapter 9 Making the Sales CaH = 244
• Making a Good Impression = 246
• Waiting for the Prospect = 246
• The Entrance = 247
• Very First Impressions = 247
• Handshaking = 248
• Selecting a Seat = 248
• Getting the Customer's Attention = 249
• Developing Rapport = 253
• When Things Go Wrong = 254
• Identifying the Prospect's Needs = 255
• Remember to Communicate Effectively = 257
• Asking Open and Closed Questions = 257
• SPIN Technique = 259
• Reiterating Needs You Identified before the Meeting = 261
• Additional Considerations = 261
• Developing a Strategy for the Presentation = 262
• Offering the Solution to the Buyer's Needs = 262
• Relating Features to Benefits = 263
• Assessing Reactions = 265
• Building Credibility during the Call = 268
• Selling to Groups = 270
• Summary = 272
• Key Terms = 272
• Questions and Problems = 273
• Exploring the Net = 274
• Case Problems = 275
• Additional References = 277
• Chapter 10 Strengthening the Presentation = 280
• Characteristics of a Strong Presentation = 282
• Keeps the Buyer's Attention = 282
• Improves the Buyer's Understanding = 282
• Helps the Buyer Remember What Was Said = 282
• Offers Proof of Salesperson's Assertions = 283
• Creates a Sense of Value = 283
• How to Strengthen the Presentation = 284
• Verbal Tools = 284
• Visual Tools = 286
• Product Demonstrations = 295
• Handouts = 298
• Written Proposals = 298
• Quantifying the Solution = 301
• Dealing with the Jitters = 305
• Summary = 307
• Key Terms = 307
• Questions and Problems = 307
• Exploring the Net = 309
• Case Problems = 310
• Additional References = 312
• Chapter 11 Responding to Objections = 314
• When Do Buyers Raise Objections? = 316
• Setting Up an Initial Appointment = 316
• The Presentation = 316
• Attempting to Obtain Commitment = 317
• After the Sale = 317
• Common Objections = 317
• Objections Related to Needs = 318
• Objections Related to the Product = 319
• Objections Related to the Source = 320
• Objections Related to the Price = 322
• Objections Related to Time = 323
• Other Objections = 324
• Preparing to Respond = 325
• Develop a Positive Attitude = 325
• Commit to Always Tell the Truth = 326
• Anticipate Objections = 326
• Relax and Listen - Do Not Interrupt = 326
• Forestall Known Concerns = 327
• Evaluate Objections = 32&
• Effective Response Methods = 329
• Direct Denial = 331
• Indirect Denial = 331
• Compensation Method = 332
• Feel-Felt-Found Method = 332
• Boomerang Method = 333
• Postpone Method = 334
• Pass-Up Method = 334
• Using the Methods = 335
• The Price Objection = 337
• Use Up-to-Date Information = 337
• Establish the Value = 337
• Use Communication Tools Effectively = 338
• Dealing with Tough Customers = 340
• Summary = 341
• Key Terms = 341
• Questions and Problems = 341
• Exploring the Net = 343
• Case Problems = 344
• Additional References = 346
• Chapter 12 Obtaining Commitment = 348
• Obtaining Commitment Today = 350
• Part of the Process = 350
• The Importance of Securing Commitment = 351
• Financial Terms and Conditions = 352
• Discounts = 352
• Credit Terms = 353
• Shipping Costs = 353
• Presenting Price = 354
• When to Attempt to Obtain Commitment = 354
• Buyer Comments = 355
• Nonverbal Cues = 356
• How to Successfully Obtain Commitment = 356
• Maintain a Positive Attitude = 356
• Let the Customer Set the Pace = 357
• Be Assertive, Not Aggressive = 357
• Sell the Right Item in the Right Amounts = 359
• Effective Methods = 359
• Direct Request = 360
• Benefit Summary = 360
• Balance Sheet Method = 360
• Probing Method = 361
• Alternative Choice = 362
• Other Methods = 4363
• If Commitment Is Obtained = 363
• No Surprises = 363
• Confirm the Customer's Choice = 363
• Get the Signature = 365
• Show Appreciation = 365
• Cultivate for Future Calls = 365
• Review the Actions to Be Taken = 366
• If Commitment Is Not Obtained = 366
• Some Reasons for Lost Opportunities = 366
• Discovering the Cause = 367
• Suggestions for Dealing with Rejection = 367
• Bringing the Interview to a Close = 369
• Summary = 370
• Key Terms = 370
• Questions and Problems = 370
• Exploring the Net = 372
• Case Problems = 372
• Addiflonal References = 375
• Chapter 13 After the Sale : Building Long-Term Partnerships = 378
• The Value of Customers = 380
• Exploration = 382
• Set the Right Expectations = 382
• Monitor Order Processing = 383
• Ensure Proper Initial Use of the Product or Service = 384
• Follow Up = 385
• Make Personal Visits = 385
• Handle Customer Complaints = 386
• Achieve Customer Satisfaction = 392
• Expansion = 392
• Generating Repeat Orders = 392
• Upgrading = 395
• Full-Line Selling = 395
• Cross-Selling = 395
• Total Quality Management and Account Relationships = 396
• Commitment = 397
• Securing Commitment to a Partnership = 398
• The Salesperson as Change Agent = 400
• Causes of Dissolution = 403
• Limited Personal Relationships = 403
• Failing to Monitor Competitor Actions = 404
• Failure to Monitor the Industry = 404
• Falling into Complacency = 404
• Summary = 406
• Key Terms = 406
• Questions and Problems = 406
• Exploring the Net = 407
• Case Problems = 407
• Additional References = 411
• PART 4 Special Applications = 413
• Chapter 14 Formal Negotiating = 414
• The Nature of Negotiation = 416
• Negotiation versus Nonnegotiation Selling = 416
• What Can Be Negotiated? = 417
• Are You a Good Negotiator? = 417
• Planning for the Negotiation Session = 419
• Location = 420
• Time Allotment = 420
• Negotiation Objectives = 420
• Team Selection and Management = 423
• Individual Behavior Patterns = 425
• Information Control = 427
• The Negotiation Meeting = 427
• Preliminaries = 427
• General Guidelines = 428
• Dealing with Win-Lose Negotiators = 430
• Making Concessions = 433
• Recap of a Successful Negotiation Meeting = 435
• Summary = 437
• Key Terms = 437
• Questions and Problems = 437
• Exploring the Net = 438
• Case Problems = 439
• Additional References = 441
• Chapter 15 Selling to Resellers = 444
• Resellers and the Distribution Channel = 446
• Who Are Resellers? = 446
• The Role of Resellers in a Distribution Channel = 447
• Getting Resellers to Sell Your Product = 449
• Share of Space = 449
• Share of Mind = 450
• Reseller Buying Considerations = 451
• Return on Inventory - Strategic Profit Model = 451
• Return on Space = 454
• Image = 454
• Other Factors to Consider = 455
• Selling to Resellers = 455
• Using the Strategic Profit Model = 456
• Improving Turnover = 456
• Proving Sales = 458
• Selling Profit Margin = 461
• Selling Image = 464
• Merchandise Markets, Trade Shows, and Trade Fairs = 464
• Merchandise Markets = 465
• Trade Shows = 465
• Supporting the Sales Efforts of Resellers = 467
• Promotions to Build Demand = 467
• Motivating Reseller Salespeople = 469
• Training Resellers = 469
• Partnering with Resellers = 470
• Category Management = 470
• Summary = 472
• Key Terms = 472
• Questions and Problems = 473
• Exploring the Net = 473
• Case Problems = 474
• Additional References = 476
• PART 5 The Salesperson as Manager = 479
• Chapter 16 Managing Your Time and Territory = 480
• The Value of Time = 482
• The Self-Management Process = 482
• Setting Goals = 482
• The Need for Goals = 482
• The Nature of Goals = 484
• Types of Sales Goals = 485
• Setting Sales Goals = 487
• Allocating Resources = 487
• Resources to Be Allocated = 487
• Where to Allocate Resources = 488
• Account Classification and Resource Allocation = 488
• Investing in Accounts = 493
• Implementing the Time Management Strategy = 493
• Daily Activity Planning = 494
• Planning Process = 494
• Making More Calls = 497
• Handling Paperwork and Reports = 501
• Evaluating Performance = 503
• Postcall Analysis = 503
• Activity Analysis = 504
• Performance Analysis = 504
• Productivity Analysis = 505
• Summary = 507
• Key Terms = 507
• Questions and Problems = 507
• Exploring the Net = 508
• Case Problems = 508
• Additional References = 512
• Chapter 17 Managing within Your Company = 514
• Building Internal Partnerships = 516
• The Importance of Internal Partnerships = 516
• The Role of Sales In Learning Organizations = 516
• Selling Internally = 516
• Company Areas Important to Salespeople = 519
• Manufacturing = 519
• Administration = 520
• Shipping = 520
• Customer Service = 521
• Marketing = 521
• Sales = 521
• Partners in the Sales Organization = 522
• Sales Management = 522
• Field Sales Managers = 527
• Managing Ethics in Sales = 528
• Salespeople as Partners = 531
• Sales Teams = 534
• Technology and Teamwork = 536
• Summary = 538
• Key Terms = 538
• Questions and Problems = 539
• Exploring the Net = 539
• Case Problems = 540
• Additional References = 545
• Chapter 18 Managing Your Career = 546
• Opportunities in Selling = 548
• Making a Good Match = 548
• Understanding Yourself = 549
• Understanding the Company = 551
• The Recruiting Process = 553
• Selecting Salespeople = 553
• Selling Your Capabilities = 555
• Managing Your Career Goals = 566
• Making the Transition from College to Career = 566
• Managing Your Career = 566
• Developing Your Skills = 570
• Managing Stress = 571
• Summary = 574
• Key Terms = 574
• Questions and Problems = 575
• Exploring the Net = 575
• Case Problems = 576
• Additional References = 578
• Role Play Cases = 581
• Notes = 590
• Glossary = 605
• Indexes = 618