SELL, 6th Edition PDF by Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H. Schwepker Jr., Michael R. Williams

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SELL, Sixth Edition

Thomas N. Ingram, Raymond W. LaForge, Ramon A. Avila, Charles H. Schwepker Jr., Michael R. Williams

sell 6th edition

BRIEF CONTENTS

1 Overview of Personal Selling 2

2 Building Trust and Sales Ethics 26

3 Understanding Buyers 48

4 Communication Skills 82

5 Strategic Prospecting and Preparing for Sales Dialogue 108

6 Planning Sales Dialogues and Presentations 126

7 Sales Dialogue: Creating and Communicating Value 148

8 Addressing Concerns and Earning Commitment 170

9 Expanding Customer Relationships 192

10 Adding Value: Self-leadership and Teamwork 216

Endnotes 242

Index 245

CONTENTS

1 Overview of Personal Selling 2

1-1 Personal Selling Defined 3

1-2 Trust-Based Relationship Selling 5

1-3 Evolution of Professional Selling 7

1-4 Contributions of Personal Selling 8

1-5 Alternative Personal Selling Approaches 10

1-6 The Trust-Based Sales Process 15

1-7 Sales Careers 16

2 Building Trust and Sales Ethics 26

How to Establish Trust 26

2-1 What Is Trust? 29

2-2 Why Is Trust Important? 30

2-3 How to Earn Trust 31

2-4 Knowledge Bases Help Build Trust and Relationships 35

2-5 Sales Ethics 41

3 Understanding Buyers 48

3-1 Types of Buyers 50

3-2 Distinguishing Characteristics of Business Markets 50

3-3 The Buying Process 53

3-4 Types of Buyer Needs 55

3-5 Procedures for Evaluating Suppliers and Products 60

3-6 Understanding Postpurchase Evaluation and the Formation of Satisfaction 64

3-7 Types of Purchasing Decisions 65

3-8 Understanding Communication Styles 68

3-9 Buying Teams 72

3-10 Engaging Customers 74

4 Communication Skills 82

4-1 Sales Communication as a Collaborative Process 85

4-2 Types of Questions Classified by Amount and Specificity of Information Desired 87

Types of Questions Classified by Strategic Purpose 87

4-3 Strategic Application of Questioning in Trust-Based Selling 89

4-4 ADAPT Questioning System 90

Using Different Types of Listening 96

4-5 Active Listening 97

4-6 Understanding the Superiority of Pictures Over Words 100

4-7 Nonverbal Communication 101

5 Strategic Prospecting and Preparing

for Sales Dialogue 108

5-1 The Importance and Challenges of Prospecting 110

5-2 The Strategic Prospecting Process 110

5-3 Prospecting Methods 112

5-4 Developing a Strategic Prospecting Plan 118

5-5 Gathering Prospect Information to Prepare for Sales Dialogue 120

6 Planning Sales Dialogues

and Presentations 126

6-1 Customer-Focused Sales Dialogue Planning 127

6-2 Sales Communications Formats 128

6-3 Sales Dialogue Template 135

6-4 Engaging the Customer 144

7 Sales Dialogue: Creating and

Communicating Value 148

7-1 Effective Sales Dialogue 149

7-2 Encouraging Buyer Feedback 150

7-3 Creating Customer Value 152

7-4 Interesting and Understandable Sales Dialogue 153

7-5 Engaging and Involving the Buyer 157

7-6 Supporting Product Claims 161

7-7 Group Sales Dialogue 162

8 Addressing Concerns and Earning

Commitment 170

Resistance Busters 170

Addressing Concerns 173

8-1 Anticipate and Negotiate Concerns

and Resistance 173

8-2 Reasons Why Prospects Raise Objections 173

8-3 Types of Sales Resistance 175

8-4 Using LAARC: a Process for Negotiating Buyer

Resistance 178

8-5 Recommended Approaches for Responding

to Objections 180

8-6 Securing Commitment and Closing 183

9 Expanding Customer Relationships 192

9-1 Assess Customer Satisfaction 194

9-2 Harness Technology to Enhance Follow-up

and Buyer–Seller Relationships 196

9-3 Ensure Customer Satisfaction 199

9-4 Expand Collaborative Involvement 206

9-5 Work to Add Value and Enhance Mutual

Opportunities 207

10 Adding Value: Self-leadership and Teamwork 216

10-1 Effective Self-Leadership 218

10-2 Working with Different Levels and Types

of Goals 220

10-3 Account Classification 222

10-4 Establishing Territory Routing Plans 225

10-5 Stage Four: Tapping Technology

And Automation 229

10-6 Increasing Customer Value Through Teamwork 233

10-7 Building Teamwork Skills 237

Endnotes 242

Index 245

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