Fundamentals Of Selling - GBV
Fundamentals of SellingCustomers for LiteTWELFTH1EDITIONCHARLES M. FUTRELLTexas A & M UniversityMcGraw-HillIrwin
PARTI10 Begin Your Presentation Strategically 30311 Elements of a Great Sales Presentation 33512 Welcome Your Prospect's Objections 368Selling as a Profession 31 The Life, Times, and Career of the ProfessionalSalesperson 42 Relationship Marketing: Where Personal SellingFits 4313 Closing Begins the Relationship 40414 Service and Follow-Up for Customer Retention 439P A R T IV3 Ethics First. Then Customer Relationships 70Managing Yourself, Your Career, andP A R T IIPreparation for Relationship Selling 1094 The Psychology of Selling: Why People Buy 1105 Communication for Relationship Building: It's NotAll Talk 1466 Sales Knowledge: Customers, Products,Technologies 180P A R T ISgThe Relationship Selling Process 2257 Prospecting—The Lifeblood of Selling 2268 Planning the Sales Call Is a Must! 2549 Carefully Select Which Sales Presentation Methodto Use 277Others 46915 Time, Territory, and Self-Management: Keys toSuccess 47016 Planning, Staffing, and Training SuccessfulSalespeople 49317 Motivation, Compensation, Leadership, andEvaluation of Salespeople 525Appendix A: Sales Call Role-Plays 556Appendix B: Personal Selling ExperientialExercises 566Appendix C: Comprehensive Sales Cases 584Appendix D: Selling Globally 601Appendix E: Answers' to Crossword Puzzles 611Glossary of Selling Terms 617Notes 627Photo Credits 632Index 634
finPreface viiFaithful, Fair, Self-Controlled 20Self-Control Involves Discipline 20Selling as a ProfessionCHAPTER 1The Life, Times, and Career of the ProfessionalSalesperson 4What Is Selling? 5Personal Selling Today 6How Some Salespeople Are Viewed 6What about You? 7A New Definition of Personal Selling 7Think of Your Grandmother 7The Golden Rule of Personal Selling 7Salesperson Differences 8Everybody Sells! 8What Salespeople Are Paid to Do 9Why Choose a Sales Career? 10Service: Helping Others 10A Variety of Sales Jobs Are Available 10Freedom of Action: You're on Your Own 13Job Challenge Is Always There 14Opportunities for Advancement Are Great 14 Rewards: The Sky's the Limit 15You Can Move Quickly into Management 16Is a Sales Career Right for You? 16A Sales Manager's View of the Recruit 16Success in Selling—What Does It Take? 17S—Success Begins with Love 18S—Service to Others 18U—Use the Golden Rule of Selling 18C—Communication Ability 18C—Characteristics for the Job 18E—Excels at Strategic Thinking 18S—Sales Knowledge at the M.D. Level 18S—Stamina for the Challenge 18C—Characteristics for the Job Examined 19Caring, Joy, and Harmony 19Patience, Kindness, and Moral Ethics 20Do Success Characteristics Describe You? 22Relationship Selling 22Sales Jobs Are Different 23What Does a Professional Salesperson Do? 24Reflect Back 26The Future for Salespeople 27Learning Selling Skills 27Preparing for the 21 st Century 28Ethical Megatrend Shaping Sales and Business 30Selling Is for Large and Small Organizations 31The Plan of This Textbook 31Building Relationships through the Sales Process 31Summary of Major Selling Issues 33Key Terms for Selling 33Sales Application Questions 33Further Exploring the Sales World 34Selling Experiential Exercise: Aerobic, Strength, andFlexibility Exercise Guidelines 34CASE1.1 What They Didn't Teach Us in Sales Class 36Appendix: The Golden Rule of Personal Selling as Toldby a Salesperson 38The Golden Rule of Selling 38Others Includes Competitors 38Sales Is Your Calling to Serve 38To Serve, You Need Knowledge 39Customers Notice Integrity 39Personal Gain Is Not Your Goal 40Others Come First 40The Golden Rule Is Not 40Corruptible It Is Not 40Self-Serving It Is Not 41Comprehensive It Is Not 41Easy to Follow It Is Not 41The Great Harvest Law of Sales 41A Corny Example 41The Common Denominator of Sales Success 42The Fruits of the Selling Spirit 42xxi
xxiiContentsCHAPTER 2Relationship Marketing: Where Personal Selling Fits 43What Is the Purpose of Business? 44The Primary Goal of Business 44What Is Marketing? 44Marketing's Definition 44Marketing's Not Limited to Business 45Exchange and Transactions 45Customer Orientation's Evolution 45The Production Concept 45The Selling Concept 46The Marketing Concept 46Marketing's Importance in the Firm 47Marketing Generates Sales 48Marketing Provides Quality Customer Service 48Essentials of a Firm's Marketing Effort 48Product: It's More Than You Think 48Price: It's Important to Success 49Distribution: It Has to Be Available 50Promotion: You Have to Tell People about It 51Relationship Marketing 53Relationship Marketing and the Sales Force 53Personal Selling Builds Relationships 53Salespeople Implement Relationship Marketing 55Levels of Relationship Marketing 56Partnering with Customers 56The New Consultative Selling 57Three Roles of Consultative Selling 57E-Selling: Technology and Information BuildRelationships 60What's a Salesperson Worth? 60The Key to Success 62Summary, of Major Selling Issues 63Key Terms for Selling 64Sales Application Questions 64Further Exploring the Sales World 64Selling Experiential Exercise: What Should YourChildren's College Majors Be? 64CASE2.1Reynolds & Reynolds 67CHAPTER 3Ethics First. Then Customer Relationships 70Social, Ethical, and Legal Influences 71Management's Social Responsibilities 71Organizational Stakeholders 72An Organization's Main Responsibilities 73How to Demonstrate Social Responsibility 74What Influences Ethical Behavior? 75The Individual's Role 75The Organization's Role 76Are There Any Ethical Guidelines? 77What Does the Research Say? 77What Does One Do? 77Is Your Conscience Reliable 77Sources of Significant Influence 78Three Guidelines for Making Ethical Decisions 78Will the Golden Rule Help? 79Management's Ethical Responsibilities 80What Is Ethical Behavior? 80What Is an Ethical Dilemma? 80Ethics in Dealing with Salespeople 81Level of Sales Pressure 81Decisions Affecting Territory 82To Tell the Truth? 83The 111 Salesperson 83Employee Rights 83Salespeople's Ethics in Dealing with TheirEmployers 86Misusing Company Assets 86Moonlighting 86Cheating 86Affecting Other Salespeople 86Technology Theft 86Ethics in Dealing with Customers 87Bribes 87Misrepresentation 87Price Discrimination 92Tie-in Sales 92Exclusive Dealership 92Reciprocity 92Sales Restrictions 92The International Side of Ethics 93Managing Sales Ethics 94Follow the Leader 94Leader Selection Is Important 94Establish a Code of Ethics 94Create Ethical Structures 95Encourage Whistle-Blowing 95Create an Ethical Sales Climate 95Establish Control Systems 96Ethics in Business and Sales 96Helpful Hints in Making Career Decisions 96Do Your Research! 97The Tree of Business Life 99Ethics Rule Business 100Summary of Major Selling Issues 100Key Terms for Selling 101
ContentsSales Application Questions 101Further Exploring the Sales World 102Selling Experiential Exercise: Ethical Work Climates 102CASES3.13.2Ethical Selling at Perfect Solutions: The Case ofthe Delayed Product 105Sales Hype: To Tell the Truth or Stretch It, That Isthe Question 107xxiiiInformation Evaluation 131Purchase Decision 132Postpurchase 133Satisfied Customers Are Easier to Sell To 134To Buy or Not to Buy—A Choice Decision 134Summary of Major Selling Issues 136Key Terms for Selling 137Sales Application Questions 137Further Exploring the Sales World 140Student Application Learning Exercises (SALES) 141SALE 1 of 7—Chapter 4 141Selling Experiential Exercise: Is Organizational Sellingfor You? 141Preparation for RelationshipSellingCASESCHAPTER 4CHAPTER 5The, Psychology of Selling: Why People Buy 110Communication for Relationship Building: It's Not AllTalk 146The Tree of Business Life: Benefits 111Why People Buy—The Black Box Approach 111Psychological Influences on Buying 112Motivation to Buy Must Be There 112Economic Needs: The Best Value for the Money 112Awareness of Needs: Some Buyers Are Unsure 113A FABulous Approach to Buyer Need Satisfaction 114The Product's Features: So What? 114The Product's Advantages: Prove It! 114/'The Product's Benefits: What's in It for Me? 115How to Determine Important Buying Needs—A Key toSuccess 117The Trial Close—A Great Way to Uncover Needs andSELL 118SELL Sequence 119Your Buyer's Perception 121Perceptions, Attitudes, and Beliefs 122Example of a Buyer's Misperceptions 123The Buyer's Personality Should Be Considered 124Self-Concept 124Adaptive Selling Based on Buyer's Style 125Personality Typing 125Adapt Your Presentation to the Buyer's Style 125What Is Your Style? 128You Can Classify Buying Situations 128Some Decisions Are Routine 129Some Decisions Are Limited 129Some Decisions Are Extensive 129Technology Provides Information 130View Buyers as Decision Makers 130Need Arousal 131Collection of Information 1314.14.2Economy Ceiling Fans, Inc. 143McDonald's Ford Dealership 144The Tree of Business Life: Communication 147Communication: It Takes Two 148Salesperson-Buyer Communication Process RequiresFeedback 148Nonverbal Communication: Watch for It 150Concept of Space 150Communication through Appearance and theHandshake 152Body Language Gives You Clues 155Barriers to Communication 158Master Persuasive Communication to Maintain Control 160Feedback Guides Your Presentation 160Remember the Trial Close 161Empathy Puts You in Your Customer's Shoes 161Keep It Simple 162Creating Mutual Trust Develops Friendship 163Listening Clues You In 163Your Attitude Makes the Difference 167Proof Statements Make You Believable 167Summary of Major Selling Issues 168Key Terms for Selling 168Sales Application Questions 169Further Exploring the Sales World 170Selling Experiential Exercise: Listening Self-Inventory 170CASES5.1 Skaggs Manufacturing 1735.2 Alabama Office Supply 1745.3 Vernex, Inc. 175Appendix: Dress for Success . . . and to Impressfor Business Professional and Business CasualOccasions! 176
xxivContentsCHAPTER 6Sales Knowledge: Customers, Products,Technologies 180The Tree of Business Life: Knowledge 181Sources of Sales Knowledge 181Knowledge Builds Relationships 182Knowledge Increases Confidence in Salespeople . . . 182. . . and in Buyers 182Relationships Increase Sales 183Know Your Customers 183Know Your Company 183General Company Information 183Know Your Product 184Know Your Resellers 185Advertising Aids Salespeople 185Types of Advertising Differ 186Why Spend Money on Advertising? 187Sales Promotion Generates Sales 188Point-of-Purchase Displays: Get Them Out There 188Shelf Positioning Is Important to Your Success 188Premiums 189What's It Worth? Pricing Your Product 189Know Your Competition, Industry, and Economy 190Personal Computers and Selling 192Knowledge of Technology Enhances Sales andCustomer Service 192Personal Productivity 193Communications with Customers and Employer 195Customer Order Processing and Service Support 197Sales: Internet and the World Wide Web 198The Internet 198World Wide Web 198Global Technology Provides Service 199Technology Etiquette 200Netiquette 200Cell Phones 201Voice Mail 202Faxes 202Speakerphones and Conference Calls 202Summary of Major Selling Issues 202Key Terms for Selling 203Sales Application Questions 204Further Exploring the Sales World 205Selling Experiential Exercise: How Is YourSelf-Confidence? 205Appendix: Sales Arithmetic and Pricing 208Types of Prices 208Discounts Lower the Price 209Quantity Discounts: Buy More, Pay Less 209Cash Discounts Entice the Customer to Pay on Time 209Trade Discounts Attract Channel Members' Attention 210Consumer Discounts Increase Sales 210Resellers: Markup and Profit 211Markup and Unit Price 212Markup and Return on Investment 212Organizations: Value and ROI 214Compare Product Costs to True Value 215Unit Costs Break Down Price 216Return on Investment Is Listened To 216Key Terms for Selling 216Sales Application Questions 216Student Application Learning Exercises (SALES) 218Sale 2 of 7—Chapter 6 218CASES6A.16A.26A.36A.46A.5Claire Cosmetics 220McBath Women's Apparel 220Electric Generator Corporation 221Frank's Drilling Service 222FruitFresh, Inc. 222The Relationship SellingProcessCHAPTER 7Prospecting—The Lifeblood of Selling 226The Tree of Business Life: Prospecting 227The Sales Process Has 10 Steps 228Steps before the Sales Presentation 228Prospecting—The Lifeblood of Selling 229The Leaking Bucket Customer Concept 230Where to Find Prospects 230Planning a Prospecting Strategy 230Prospecting Methods 231E-Prospecting on the Web 231Cold Canvassing 232Endless Chain Customer Referral 232Orphaned Customers 233Sales Lead Clubs 233Prospect Lists 233Getting Published 234Public Exhibitions and Demonstrations 234Center of Influence 235Direct Mail 236Telephone and Telemarketing 236Observation 237Networking 237
ContentsProspecting Guidelines 238Referrals Used in Most Prospecting Methods 239The Prospect Pool 239The Referral Cycle 240The Parallel Referral Sale 240The Secret Is to Ask Correctly 241The Preapproach 241The Presentation 242Product Delivery 242Service and Follow-Up 243Don't Mistreat the Referral 244Call Reluctance Costs You Money! 244Obtaining the Sales Interview 244The Benefits of Appointment Making 245Wireless E-Mail Helps You Keep in Contact andProspect 248Summary of Major Selling Issues 249Key Terms for Selling 250Sales Application Questions 250Further Exploring the Sales World 250Selling Experiential-Exercise: Your Attitude towardSelling 251CASES7.17.2Canadian Equipment Corporation 253Montreal Satellites 253CHAPTER 8Planning the Sales Call Is a Must! 254The Tree of Business Life: Planning 255Begin Your Plan with Purpose! 255Plan to Achieve Your Purpose 255What's a Plan? 256What Is Success? 256Strategic Customer Sales Planning—ThePreapproach 258Strategic Needs 259Creative Solutions 259Mutually Beneficial Agreements 259The Customer Relationship Model 259Reasons for Planning the Sales Call 260Elements of Sales Call Planning 261Always Have a Sales Call Objective 261The Prospect's Mental Steps 267Attention 268Interest 268Desire 268Conviction 268Purchase or Action 268Overview of the Selling Process 268Summary of Major Selling Issues 269xxvKey Terms for Selling 270Sales Application Questions 270Further Exploring the Sales World 271Selling Experiential Exercise: SMART Course ObjectiveSetting 271Student Application Learning Exercises (SALES) 272SALE 3 of 7—Chapter 8 273CASES8.18.28.3Ms. Hansen's Mental Steps in Buying YourProduct 274Machinery Lubricants, Inc. 275Telemax, Inc. 276CHAPTER 9Carefully Select Which Sales Presentation Method toUse 277The Tree of Business Life: Presentation 278Sales Presentation Strategy 279Sales Presentation Methods—Select One Carefully 280The Memorized Sales Presentation 280The Formula Presentation 282The Need-Satisfaction Presentation 284The Problem-Solution Presentation 287Comparison of Presentation Methods 287What Is the Best Presentation Method? 288The Group Presentation 288Give a Proper Introduction 289Establish Credibility 289Provide an Account List 289State Your Competitive Advantages 289Give Quality Assurances and Qualifications 289Cater to the Group's Behavioral Style 289Negotiating So Everyone Wins 291Phases of Negotiation 292Sales Presentations Go High-Tech 294Select the Presentation Method, Then the Approach 294Let's Review before Moving On! 295What's Important to Know? 295The Golden Rule Makes Sense 296Dale Carnegie Gives a Word of Warning! 296Summary of Major Selling Issues 297Key Terms for Selling 298Sales Application Questions 298Further Exploring the Sales World 298Selling Experiential Exercise: What Are YourNegotiation Skills? 298CASES9.19.29.3Cascade Soap Company 300A Retail Sales Presentation 301Negotiating with a Friend 302
xxviContentsCHAPTER 10Begin Your Presentation Strategically 303The Tree of Business Life: The Beginning 304What Is the Approach? 305The Right to Approach 306The Approach—Opening the Sales Presentation 306Your Attitude during the Approach 306The First Impression You Make Is Critical toSuccess 308Approach Techniques and Objectives 309Small Talk Warms 'em Up 309The Situational Approach 309Opening with Statements 310Demonstration Openings 312Opening with Questions 313Technology in the Approach 320Is the Approach Important? 320Using Questions Results in Sales Success 321The Direct Question 321The Nondirective Question 322The Rephrasing Question 322The Redirect Question 322Three Rules for Using Questions 323Is the Prospect Still Not Listening? 324Be Flexible in Your Approach 324Summary of Major Selling Issues 325Key Terms for Selling 326Sales Application Questions 326Further Exploring the Sales World 328Selling Experiential Exercise: Plan Your Appearance—It Projects Your Image! 328Student Application Learning Exercises (SALES) 330SALE 4 of 7—Chapter 10 330CASES 10.1 The Thompson Company 33110.2 The Copy Corporation 33110.3 Electronic Office Security Corporation 332CHAPTER 11Elements of a Great Sales Presentation 335The Tree of Business Life: Presentation 336The Purpose of the Presentation 336Three Essential Steps within the Presentation 339Remember Your FABs! 340The Sales Presentation Mix 340Persuasive Communication 341Participation Is Essential to Success 345Proof Statements Build Believability 346The Visual Presentation—Show and Tell 348Visual Aids Help Tell the Story 349Dramatization Improves Your Chances 349George Wynn the Showman 350Demonstrations Prove It 351A Demonstration Checklist 352Use Participation in Your Demonstration 352Reasons for Using Visual Aids, Dramatics, andDemonstrations 353Guidelines for Using Visual Aids, Dramatics, andDemonstrations 353Technology Can Help! 354The Sales Presentation Goal Model 354The Ideal Presentation 355Be Prepared for Presentation Difficulties 355How to Handle Interruptions 355Should You Discuss the Competition? 356Where the Presentation Takes Place 358Diagnose the Prospect to Determine Your SalesPresentation 358Summary of Major Selling Issues 358Key Terms for Selling 359Sales Application Questions 359Further Exploring the Sales World 360Student Application Learning Exercises (SALES) 361SALE 5 of 7—Chapter 11 361CASES11.1 Dyno Electric Cart Company 36311.2 Major Oil, Inc. 36311.3 Dumping Inventory: Should This Be Part of YourPresentation? 366CHAPTER 12Welcome Your Prospect's Objections 368The Tree of Business Life: Objections 369Welcome Objections! 369What Are Objections? 370When Do Prospects Object? 370Objections and the Sales Process 370Basic Points to Consider in Meeting Objections 371Plan for Objections 372Anticipate and Forestall 372Handle Objections as They Arise 373Be Positive 373Listen—Hear Them Out 373Understand Objections 373Six Major Categories of Objections 376The Hidden Objection 376The Stalling Objection 377The No-Need Objection 379The Money Objection 380The Product Objection 383The Source Objection 383
ContentsTechniques for Meeting Objections 385The Dodge Neither Denies, Answers, nor Ignores 385Don't Be Afraid to Pass Up an Objection 385Rephrase an Objection as a Question 386Postponing Objections Is Sometimes Necessary 387Send It Back with the Boomerang Method 388Ask Questions to Smoke Out Objections 389Use Direct Denial Tactfully 392The Indirect Denial Works 392Compensation or Counterbalance Method 393Let a Third Party Answer 393Technology Can Effectively Help Respond toObjections! 394After Meeting the Objection—What to Do? 394First, Use a Trial Close—Ask for Opinion 394Move Back Into Your Presentation 395Move to Close Your Sale 396If You Cannot Overcome the Objection 396xxviiThe Standing-Room-Only Close Gets Action 420The Probability Close 420The Negotiation Close 421The Technology Close 421Prepare a Multiple-Close Sequence 422Close Based on the Situation 422Research Reinforces These Sales Success Strategies 422Keys to Improved Selling 426The Business Proposition and the Close 426Use a Visual Aid to Close 426Closing Begins the Relationship 426When You Do Not Make the Sale 428Summary of Major Selling Issues 429Key Terms for Selling 430Sales Application Questions 430Further Exploring the Sales World 432Student Application Learning Exercises (SALES) 432SALE 7 of 7—Chapter 13 433In All Things Be Guided by the Golden Rule 397Summary of Major Selling Issues 397Key Terms for Selling 398Sales Application Questions 398Further Exploring the Sales World 399Student Application Learning Exercises (SALES) 400SALE 6 of 7—Chapter 12 400CASESCASESCHAPTER 1412.1 Ace Building Supplies 402Service and Follow-Up for Customer Retention 43912.2 Electric Generator Corporation (B) 402CHAPTER 13Closing Begins the Relationship 404The Tree of Business Life: Closing 405When Should I Pop the Question? 406Reading Buying Signals 406What Makes a Good Closer? 407Ask for the Order and Be Quiet 408Get the Order—Then Move On! 409How Many Times Should You Close? 409Closing under Fire 410Difficulties with Closing 411Essentials of Closing Sales 411Prepare Several Closing Techniques 413The Alternative-Choice Close Is an Old Favorite 414The Assumptive Close 415The Compliment Close Inflates the Ego 415The Summary-of-Benefits Close Is Most Popular 416The Continuous-Yes Close Generates PositiveResponses 417The Minor-Points Close Is Not Threatening 417The T-Account or Balance-Sheet Close Was BenFranklin's Favorite 41813.1 Skaggs Omega 43513.2 Central Hardware Supply 43513.3 Furmanite Service Company—A Multiple-CloseSequence 43613.4 Steve Santana: Pressured to Close a Big Deal 437The Tree of Business Life: Service 440The Importance of Service and Follow-Up 441Words of Sales Wisdom 442True Caring Builds Relationships and Sales 443Building a Long-Term Business Friendship 444What Is a Business Friendship? 444How to Build a Business Friendship 444What Is Most Important? 446 How Many Friends? 447Relationship Marketing and Customer Retention 447Relationship Marketing Builds Friendships 447The Product and Its Service Component 447Expectations Determine Service Quality 448Customer Satisfaction and Retention 448Excellent Customer Service and Satisfaction RequireTechnology 449So, How Does Service Increase Your Sales? 449Turn Follow-Up and Service into a Sale 450Account Penetration Is a Secret to Success 451Service Can Keep Your Customers 452You Lose a Customer—Keep on Trucking 455Returned Goods Make You a Hero 456Handle Complaints Fairly 456Is the Customer Always Right? 456
xxviiiContentsThis Customer Is Not in the Right! 456Dress in Your Armor 457Build a Professional Reputation 457Do's and Don'ts for Business Salespeople 458The Path to Sales Success: Seek, Knock, Ask, Serve 459Summary of Major Selling Issues 461Key Terms for Selling 462Sales Application Questions 462Further Exploring the Sales World 462Selling Experiential Exercise: What's Your Attitudetoward Customer Service? 463CASES14.1 California Adhesives Corporation 46514.2 Sport Shoe Corporation 46514.3 Wingate Paper 466PART IVManaging Yourself, YourCareer, and OthersCHAPTER 15Time, Territory, and Self-Management: Keys toSuccess 470The Tree of Business Life: Time 471Customers Form Sales Territories 472Why Establish Sales Territories? 472Why Sales Territories May Not Be Developed 473Elements of Time and Territory Management 473Salesperson's Sales Quota 474Account Analysis 474Develop Account Objectives and Sales Quotas 477Territory-Time Allocation 477Return on Time Invested 478Customer Sales Planning 481Scheduling and Routing 481Using the Telephone for Territorial Coverage 484Territory and Customer Evaluation 484Summary of Major Selling Issues 486Key Terms for Selling 487Sales Application Questions 487Selling Experiential Exercise 488Further Exploring the Sales World 489CASES15.1 Your Selling Day: A Time and TerritoryGame 49015.2 Sally Malone's District—Development of anAccount Segmentation Plan 491CHAPTER 16Planning, Staffing, and Training SuccessfulSalespeople 493The Tree of Business Life: Management 494Transition from Salesperson to Sales Manager 495What Changes Occur? 495The Experience of Being Promoted 496Problems New Managers Experience 496The Key to Making a Successful Transition 497Technology Is Needed in the Job 498Being a First-Line Sales Manager Is a ChallengingJob 498What Is the Salary for Management? 498Overview of the Job 499Sales Management Functions 500Sales Force Planning 500Sales Forecasting 501The Sales Manager's Budget 501Organizing the Sales Force 502Staffing: Having the Right People to Sell 503People Planning 504Employment Planning 506The Multicultural Sales Organization 508Recruitment—Finding the Right People 508A Sales Manager's View of the Recruit 509Interview Follow-Up 512Training the Sales Force 513Purposes of Training 513Training Methods 514Where Does Training Take Place? 515When Does Training Occur? 516Who Is Involved in Training? 517Summary of Major Sales Management Issues 519Key Terms for Managing 520Sales Application Questions 520Further Exploring the Sales World 520Selling Experiential Exercise: What Are Your PeopleSkills? 521CASE16.1 The Wilson Company: Is a Sales Manager's JobReally for Me? 523CHAPTER 17Motivation, Compensation, Leadership, and Evaluationof Salespeople 525The Tree of Business Life: Management 526Motivation of the Sales Force 526
ContentsThe Motivation Mix: Choose Your IngredientsCarefully 527Compensation Is More Than Money 528Straight Salary Plans 528Straight Commission Plans 530Combination Plans 534The Total Compensation Package 535Nonfinancial Rewards Are Many 536Leadership Is Important to Success 537The Leader's Task and Relationship Behavior 537Choosing a Leadership Style 539On-the-Job Coaching 539Performance Evaluations Let People Know WhereThey Stand 540Performance Evaluation—What Is It? 540Reasons for Performance Evaluation 541Who Should Evaluate Salespeople? 541When Should Salespeople Be Evaluated? 541Performance Criteria 541Quantitative Performance Criteria 541Qualitative Performance Criteria 542Conducting the Evaluation Session 542Sales Managers Use Technology 545To Manage Customers 545To Manage Salespeople 546Summary of Major Sales Management Issues 547Key Terms for Managing 548Sales Application Questions 548Further Exploring the Sales World 548Selling Experiential Exercise: A Failure to'Communicate? 548Sales Management Quiz 549CASES17.1 Baxter Surgical Supplies Incorporated 55117.2 'The Dunn Corporation 552APPENDIX A:Sales Call Role-Plays 556Role-Play One: Consumer Sales 556Role-Play Two: Distributor Sales 558Role-Play Three: Business-to-Business 561Role-Play Four: Business-to-Business 563APPENDIX B:Personal Selling Experiential Exercises 566Sell Yourself on a Job Interview 566Resume, Follow-Up Letter, E-Mail 568xxixHow to Create a Portfolio 576Sales Team Building 579What's Your Style—Senser, Intuitor, Thinker,Feeler? 579APPENDIX C:Comprehensive Sales Cases 584CASES1Zenith Computer Terminals, Inc.: Developmentof a Total Business Plan 5842Wallis Office Products: Defining New SalesRoles 5883United Cosmetics, Inc.: Creating a StaffingProgram 5914Mead Envelope Company—Is a NewCompensation Plan Needed? 5935McDonald Sporting Goods Company:Determining the Best Compensation Program 595APPENDIX D:Selling Globally 601When in Rome, Do What the Romans Do 601Customer Gift Giving in Japan 602Respecting the Traditions of India 602Wanted: Global Sales Managers and Salespeople 603A Typical Sales Day in China: What to Expect 603Little Cold Calling in Japan 604Chinese Culture: Don't Shy Away fromNegotiating 605Salespeople Are Making It Happen in China 606Watch Out in Russia and China—They May Bug YourRoom to Find Out Your Secrets 606French versus American Salespeople 607Israel—The Home Court Advantage 608Working a Deal in the Arab World 608The Japanese Take Relationship SellingSeriously 608Europe and IBM—Changes Had to Be Made 609Selling Experiential Exercise 610APPENDIX E:Answers to Crossword Puzzles 611Glossary of Selling Terms 617Notes 627Photo Credits 632Index 634
Fundamentals of Selling Customers for Lite 1 TWELFTH EDITION CHARLES M. FUTRELL Texas A & M University McGraw-Hill Irwin. PARTI Selling as a Profession 3 1 The Life, Times, and Career of the Professional Salesperson 4 2 Relationship Marketing: Where Personal Selling Fits 43
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The Selling Process Relationship selling is a multi-stage process. Unfortunately, most treatments of relationship selling focus on the duration, rather than the creation. Instead of paring relationship selling as a polar opposite to traditional selling, it should be a transformation of the traditional selling process.
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