Selling : building partnerships / Barton A. Weitz, Stephen B. Castleberry, John F. Tanner, Jr.

Includes bibliographical references and indexes.

CONTENTS
Preface 000
part 1
THE FIELD OF SELLING 000
Chapter 1
Selling and Salespeople 000
Why Learn about Personal Selling? 000
Creating Value: The Role of Salespeople in Business 000
What Do Salespeople Do? 000
Client Relationship Manager 000
Account Team Manager 000
Vendor and Channel Manager 000
Information Provider to Their Firm 000
Types of Salespeople 000
Selling and Distribution Channels 000
Describing Sales Jobs 000
The Sales Jobs Continuum 000
Examples of Sales Jobs 000
Characteristics of Successful Salespeople 000
Self-Motivated 000
Dependability and Trustworthiness 000
Ethical Sales Behavior 000
Customer and Product Knowledge 000
Ability to Use Information Technology 000
Communication Skills 000
Flexibility and Agility 000
Creativity 000
Confidence and Optimism 000
Emotional Intelligence 000
Are Salespeople Born or Made? 000
Rewards in Selling 000
Independence and Responsibility 000
Financial Rewards 000
Management Opportunities 000
The Building Partnerships Model 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 2
Building Partnering Relationships 000
The Evolution of Personal Selling 000
Relationships and Selling 000
Types of Relationships 000
Market Exchanges 000
Partnerships 000
Characteristics of Successful Partnerships 000
Mutual Trust 000
Open Communication 000
Common Goals 000
Commitment to Mutual Gain 000
Organizational Support 000
Phases of Relationship Development 000
Awareness 000
Exploration 000
Expansion 000
Commitment 000
Dissolution 000
Managing Relationships and Partnering 000
Choosing the Right Relationship 000
Using Technology to Increase Efficiency 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
part 2
KNOWLEDGE AND SKILL
REQUIREMENTS 000
Chapter 3
Ethical and Legal Issues in Selling 000
Ethics and Personal Selling 000
Ethics and Partnering Relationships 000
Factors Influencing the Ethical Behavior of
Salespeople 000
Selling Ethics and Relationships 000
Relationships with Customers 000
Relationships with the Salesperson?s Company 000
Relationships with Colleagues 000
Relationships with Competitors 000
Legal Issues 000
Uniform Commercial Code 000
Misrepresentation or Sales Puffery 000
Illegal Business Practices 000
Business Defamation 000
International Ethical and Legal Issues 000
Resolving Cultural Differences 000
Legal Issues 000
Summary 000
Key Terms 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 4
Buying Behavior and the Buying Process 000
Types of Customers 000
Producers 000
OEM Purchasers 000
End Users 000
Resellers 000
Government Agencies 000
Institutions 000
Consumers 000
Organizational Buying and Selling 000
Complexity of the Organizational Buying
Process 000
Derived versus Direct Demand 000
How Do Organizations Make Buying
Decisions? 000
Steps in the Buying Process 000
Creeping Commitment 000
Types of Organizational Buying Decisions 000
New Tasks 000
Straight Rebuys 000
Modified Rebuys 000
Who Makes the Buying Decision? 000
Users 000
Initiators 000
Influencers 000
Gatekeepers 000
Deciders 000
Supplier Evaluation and Choice 000
Organizational Needs and Criteria 000
Individual Needs of Buying Center Members 000
Professional Purchasing?s Growing Importance 000
Supply Chain Management 000
Supplier Relationship Management 000
The Internet and Business-to-Business Selling 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 5
Using Communication Principles to Build
Relationships 000
Building Relationships through Two-Way
Communication 000
The Communication Process 000
Communication Breakdowns 000
Sending Verbal Messages Effectively 000
Choice of Words 000
Voice Characteristics 000
Stories 000
Active Listening 000
Repeating Information 000
Restating or Rephrasing Information 000
Clarifying Information 000
Summarizing the Conversation 000
Tolerating Silences 000
Concentrating on the Ideas Being
Communicated 000
Reading Nonverbal Messages from Customers 000
Body Angle 000
Face 000
Arms 000
Hands 000
Legs 000
Body Language Patterns 000
Sending Messages with Nonverbal
Communication 000
Using Body Language 000
The Role of Space and Physical Contact 000
Appearance 000
Communicating via Technology 000
Telephone and Voice Mail Communications 000
E-mail Communications 000
Adjusting for Cultural Differences 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 6
Adaptive Selling for Relationship Building 000
Types of Presentations 000
Standard Memorized Presentation 000
Outlined Presentation 000
Customized Presentation 000
Adaptive Selling and Sales Success 000
Knowledge Management 000
Product and Company Knowledge 000
Knowledge about Sales Situations and
Customers 000
How to Create Knowledge 000
Retrieving Knowledge from the Knowledge
Management System 000
The Social Style Matrix: A Training Program for Building
Adaptive Selling Skills 000
Dimensions of Social Styles 000
Categories of Social Styles 000
Identifying Customers? Social Styles 000
Social Styles and Sales Presentations 000
Versatility 000
The Role of Knowledge 000
Systems for Developing Adaptive Selling Skills 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
part 3
THE PARTNERSHIP PROCESS 000
Chapter 7
Prospecting 000
The Importance of Prospecting 000
Characteristics of a Good Prospect 000
Does a Want or Need Exist? 000
Does the Lead Have the Ability to Pay? 000
Does the Lead Have the Authority to Buy? 000
Can the Lead Be Approached Favorably? 000
Is the Lead Eligible to Buy? 000
Other Criteria 000
How and Where to Obtain Prospects 000
Satisfied Customers 000
Endless-Chain Method 000
Networking 000
The Internet 000
Ads and Direct Mail 000
Shows, Fairs, and Merchandise Markets 000
Seminars 000
Lists and Directories 000
Data Mining and CRM Systems 000
Cold Calling 000
Spotters 000
Telemarketing 000
Sales Letters 000
Other Sources of Leads 000
Lead Qualification and Management Systems 000
Overcoming a Reluctance to Prospect 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 8
Planning the Sales Call 000
Why Plan the Sales Call? 000
Obtaining Precall Information 000
The Prospect/Customer as an Individual 000
The Prospect?s/Customer?s Organization 000
Sources of Information 000
Resources within Your Company 000
The Internet 000
Secretaries and Receptionists 000
Noncompeting Salespeople 000
Traditional Secondary Sources 000
The Prospect 000
Other Sources 000
Setting Call Objectives 000
Criteria for Effective Objectives 000
Setting More Than one Call Objective 000
Setting Objectives for Several Calls 000
Buyers Are Setting Goals Also 000
Making an Appointment 000
The Right Person 000
The Right Time 000
The Right Place 000
Cultivating Relationships with Subordinates 000
Telephoning for Appointments 000
Additional Planning 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 9
Making the Sales Call 000
Making a Good Impression 000
Waiting for the Prospect 000
Very First Impressions 000
Selecting a Seat 000
Getting the Customer?s Attention 000
Developing Rapport 000
When Things Go Wrong 000
Identifying the Prospect?s Needs: the Power of Asking
Questions 000
Asking Open and Closed Questions 000
Spin Technique 000
Reiterating Needs You Identified before the
Meeting 000
Additional Considerations 000
Developing a Strategy for the Presentation 000
Offering Value: the Solution to the Buyer?s Needs 000
Relating Features to Benefits 000
Assessing Reactions 000
Building Credibility during the Call 000
Selling to Groups 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 10
Strengthening the Presentation 000
Characteristics of a Strong Presentation 000
Keeps the Buyer?s Attention 000
Improves the Buyer?s Understanding 000
Helps the Buyer Remember What Was Said 000
Offers Proof of the Salesperson?s Assertions 000
Creates a Sense of Value 000
How to Strengthen the Presentation 000
Verbal Tools 000
Visual Tools 000
Product Demonstrations 000
Handouts 000
Written Proposals 000
Value Analysis: Quantifying the Solution 000
Dealing with the Jitters 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 11
Responding to Objections 000
The Goal Is to Build Relationships and Sell Value 000
When Do Buyers Raise Objections? 000
Setting Up an Initial Appointment 000
The Presentation 000
Attempting to Obtain Commitment 000
After the Sale 000
Common Objections 000
Objections Related to Needs 000
Objections Related to the Product 000
Objections Related to the Source 000
Objections Related to the Price 000
Objections Related to Time 000
Other Objections 000
Behaviors of Successful Salespeople 000
Anticipate Objections 000
Forestall Known Concerns 000
Relax and Listen?Do Not Interrupt 000
Evaluate Objections 000
Always Tell the Truth 000
Effective Response Methods 000
Direct Denial 000
Indirect Denial 000
Compensation Method 000
Referral Method 000
Revisit Method 000
Acknowledge Method 000
Postpone Method 000
Using the Methods 000
Objections When Selling to a Group of
Buyers 000
The Price Objection 000
Use Up-to-Date Information 000
Establish the Value 000
Use Communication Tools Effectively 000
Dealing with Tough Customers 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 12
Obtaining Commitment 000
Securing Commitment Today 000
Part of the Process 000
The Importance of Securing Commitment 000
Financial Terms and Conditions 000
Discounts 000
Credit Terms 000
Shipping Costs 000
Presenting Price 000
When to Attempt to Obtain Commitment 000
Buyer Comments 000
Nonverbal Cues 000
How to Successfully Obtain Commitment 000
Maintain a Positive Attitude 000
Let the Customer Set the Pace 000
Be Assertive, Not Aggressive 000
Sell the Right Item in the Right Amounts 000
Effective Methods 000
Direct Request 000
Benefit Summary 000
Balance Sheet Method 000
Probing Method 000
Alternative Choice 000
Other Methods 000
If Commitment Is Obtained 000
No Surprises 000
Confirm the Customer?s Choice 000
Get the Signature 000
Show Appreciation 000
Cultivate for Future Calls 000
Review the Actions to Be Taken 000
If Commitment Is Not Obtained 000
Some Reasons for Lost Opportunities 000
Discovering the Cause 000
Suggestions for Dealing with Rejection 000
Bringing the Interview to a Close 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 13
Formal Negotiating 000
The Nature of Negotiation 000
Negotiation versus Nonnegotiation Selling 000
What Can Be Negotiated? 000
Are You a Good Negotiator? 000
Planning for the Negotiation Session 000
Location 000
Time Allotment 000
Negotiation Objectives 000
Team Selection and Management 000
Individual Behavior Patterns 000
Information Control 000
The Negotiation Meeting 000
Preliminaries 000
General Guidelines 000
Dealing with Win-Lose Negotiators 000
Making Concessions 000
Recap of a Successful Negotiation Meeting 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 14
After the Sale: Building Long-Term
Partnerships 000
The Value of Customers 000
Exploration 000
Set the Right Expectations 000
Monitor Order Processing 000
Ensure Proper Initial Use of the Product or
Service 000
Follow Up 000
Handle Customer Complaints 000
Expansion 000
Generating Repeat Orders 000
Upgrading 000
Full-Line Selling 000
Cross-Selling 000
Commitment 000
Securing Commitment to a Partnership 000
Commitment Must Be Complete 000
Communication 000
Corporate Culture 000
The Salesperson as Change Agent 000
Dissolution 000
Limited Personal Relationships 000
Failing to Monitor Competitor Actions 000
Failing to Monitor the Industry 000
Falling Into Complacency 000
Conflict 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
part 4
THE SALESPERSON AS MANAGER 000
Chapter 15
Managing Your Time and Territory 000
The Value of Time 000
The Self-Management Process 000
Setting Goals 000
The Need for Goals 000
The Nature of Goals 000
Types of Sales Goals 000
Setting Sales Goals 000
Allocating Resources 000
Resources to Be Allocated 000
Where to Allocate Resources 000
Account Classification and Resource Allocation 000
Investing in Accounts 000
Implementing the Time Management Strategy 000
Daily Activity Planning 000
Guidelines 000
Planning Process 000
Making More Calls 000
Handling Paperwork and Reports 000
Evaluating Performance 000
Postcall Analysis 000
Activity Analysis 000
Performance Analysis 000
Productivity Analysis 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 16
Managing within Your Company 000
Building Internal Partnerships 000
The Importance of Internal Partnerships 000
The Role of Sales 000
Selling Internally 000
Company Areas Important to Salespeople 000
Manufacturing 000
Administration 000
Shipping 000
Customer Service 000
Marketing 000
Sales 000
Partners in the Sales Organization 000
Sales Management 000
Field Sales Managers 000
Managing Ethics in Sales 000
Ethics and the Sales Executive 000
Ethics and the Field Sales Manager 000
Responding to Unethical Requests 000
Salespeople as Partners 000
Geographic Salespeople 000
Account Salespeople 000
Product Specialists 000
Inside versus Outside 000
Sales Teams 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Chapter 17
Managing Your Career 000
Opportunities in Selling 000
Making a Good Match 000
Understanding Yourself 000
Understanding the Company 000
The Recruiting Process 000
Selecting Salespeople 000
Applicant Information Sources 000
Selling Your Capabilities 000
Preparing the R?sum? 000
Gaining the Interview 000
The Interview 000
Special Types of Interviews 000
Follow-Up 000
Interviewing Never Ends 000
Managing Your Career Goals 000
Making the Transition from College to Career 000
Dual Career Path 000
Continue to Develop Your KSAS 000
Managing Stress 000
Situational Stress 000
Felt Stress 000
Summary 000
Key Terms 000
Ethics Problems 000
Questions and Problems 000
Case Problems 000
Role Play Case 000
Additional References 000
Role Play Case 1: Stubb?s Bar-B-Q 000
Role Play Case 2: NetSuite 000
Endnotes 000
Glossary 000
Indexes 000