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