Professional Selling 2nd Edition

Bán hàng chuyên nghiệp
Trước đây được xuất bản bởi Chicago Business Press, hiện được xuất bản bởi Sage Professional Bán bao gồm các khái niệm và chiến lược bán hàng quan trọng bằng cách nêu bật các khía cạnh chi tiết của từng bước trong quy trình bán hàng, từ tạo khách hàng tiềm năng đến kết thúc. Được đồng tác giả bởi các giảng viên của một số chương trình bán hàng thành công nhất trong giáo dục đại học, Phiên bản thứ hai cũng cung cấp các chương độc đáo về bán hàng kỹ thuật số, chiến lược phát triển kinh doanh của khách hàng và nhập vai.

1 Sales and Today’s Sales Role
What Is Sales?
Why the Sales Function Is So Important
The Benefits of Sales Experience and Understanding the Sales Process
Take Advantage of the Global Sales Talent Shortage
Make a Meaningful Contribution Quickly
Build a Powerful Network
Build a Flexible Career
Be in Charge of Your Destiny
Get the Desired Job or Promotion
Sales and Entrepreneurs
The Sales Professional: What Leads to Sales Success?
Strong Communication Skills
Negotiation Skills
Business Acumen
Other-Focused
Resilient with a Will to Win
Self-Motivated and Willingness to Accept Challenge
Dedicated to Lifelong Learning
Ability to Constantly Learn and Use New Technology
Good Time Management Skills
Professional with High Integrity
Are Good Salespeople Born or Made?
The Transformation of the Sales Process: The Sales Timeline
Variety in Sales Roles
Account Management
New Business Development
Strategic Account Management
Missionary Selling
Sales Engineers
Outside Sales Representative
Inside Sales Representative
Other Roles
Eight Myths about Sales
Only Salespeople Need to Understand How to Sell
Only Extroverts Succeed in Sales
Successful Salespeople Are Fast-Talking and Manipulative
Salespeople Are Unethical
All Sales Jobs Are Alike
No Need for a College Degree to Go into Sales
Salespeople Don’t Need to Understand Accounting and Finance
A Sales Career Lacks Security
Everyone Sells
Chapter Summary
Key Terms
2 The Buying Process
What Is the Buying Role?
Why Do Sellers Need to Understand the Buying Role?
Buying in Organizations and the Transformation of the Buying Role
Buyer Motivation
Understanding Features and Benefits
Buying Decision Criteria
The Buying Decision Process
The Buying Decision Process in Action: An Example
Why Salespeople Need to Understand the Buying Decision Process
Factors That Influence the Buying Decision Process
Product Complexity
Commoditization of Products
Process Complexity
Decision Level
Risk
Timeline for Purchase
Adding Value to the Buyer’s Process
Reduce Risk and Complexity
Align Processes
Become a Trustworthy Consultant
Chapter Summary
Key Terms
3 Professionalism and Effective Communication
What It Means to Be a Professional
Integrity
Competency
Humility
Accountability
Self-Regulation
Professional Image
Emotional Intelligence
Importance of Emotional Intelligence
Components of Emotional Intelligence
Improving Emotional Intelligence
Importance of Communication Skills in Sales
Developing Effective Verbal Communication Skills
Vocal Qualities
Sending and Reading Nonverbal Messages
Body Language
Facial Expressions
Eye Contact
The Handshake
Appearance and Dress
Listening to Sell
The Role and Importance of Listening
Active Listening
Adaptive Communication
Social Style Matrix
Understanding Social Style and Adapting to the Customer
Communication Using Technology
Phone and Voicemail
Texting
Virtual Sales Calls
Email
Professionalism in Social Media
Chapter Summary
Key Terms
4 Lead Generation and Prospecting
Identifying Leads
Referrals
Networking
Cold Calling
Warm Calling
Email Prospecting
Social media
Artificial Intelligence
Qualifying Leads
Responsibility for Generating Leads: Sales vs. Marketing
Sales Pipeline
Prospects, Leads, and Contacts
Qualified Prospects
Hot Prospects
Customers
Preparing for the First Contact
Phone Calls
Email
Inbound vs. Outbound Marketing
Role of CRM
Chapter Summary
Key Terms
5 Planning Sales Calls and Presentations
Return on Planning
Gathering Pre-call Information
Customer Knowledge
Product Knowledge
Understanding Benefits
General and Specific Benefits
Create Bridge Statements
Aligning Benefits Against the Competition
Positioning
Market Knowledge
Preparing for the Presentation
Define the Objective(s)
Goal for Customer Commitments
Your Plan for Capturing Interest
Initial Questions to Assess Need
Different Preparation and Agendas for First Calls, Multiple Calls, and Group Presentations
Preparing the Team
Chapter Summary
Key Terms
6 The Sales Call
Purpose of the Sales Call
Components of the Sales Call
Approach
Rapport Building
Transitioning to the Discovery Phase
Discovery or Needs Identification
Purpose of Needs Discovery and Questioning
Presentation: Value Propositions and Recommendations
How Does a Salesperson Know What Their Product’s or Service’s Value Propositions Are?
Basic Components of a Value Proposition
Components and Crafting of Recommendations
Considerations of Time and Dynamics of the Sales Call
Putting It All Together
Chapter Summary
Key Terms
7 Making the Presentation
Goals of Effective Presentations
Speak to the Customer’s Situation
Improve the Buyer’s Understanding
Focus the Buyer’s Attention
Leave an Impression
Creating Value During the Presentation
Align the Customer’s Problems with Solution Benefits
Configuring the Solution
Make Recommendations
Transition to Presenting Problem Resolution
Present Problem Resolution
Visual Presentation Tools
Verbal Tools
Leverage the Unique Value Proposition
Quantify the Solution
Setting the Next Steps
Chapter Summary
Key Terms
8 Objections
The Value of Objections and Addressing Concerns
When and Why Buyers Raise Objections
Appointment Setting
Sales Calls and Presentations
Attempts to Close
Common Objections
Need Objections
Product- or Service-Specific Objections
Source or Company Objections
Time Objections
Price Objections
Responding to Objections
Listen, Acknowledge, Assess, Respond, and Confirm
Response Methods
Which Response Method Is Most Effective?
Assessing Whether the Objection Has Been Overcome
Chapter Summary
Key Terms
9 Closing
Closing (Securing Commitment) and Being Customer-Oriented
Overcoming Anxiety, Being Confident, and Reading Buying Signals
Closing Methods
Direct Request
Benefit Summary
Trial Offer
Closing Techniques to Avoid
If the Attempt to Close Is Accepted
If the Attempt to Close Is Rejected
Plan for the Future
Chapter Summary
Key Terms
10 Sales Negotiation
Negotiation Fundamentals
Negotiation Defined
Basic Approaches to a Sales Negotiation
Characteristics of Different Types of Negotiation Approaches
Using a Distributive Negotiation Approach to Resolve a Single Issue Conflict
Using an Integrative Negotiation Approach for Resolving Multiple-Issue Conflicts
Cooperative Bargaining Styles in Integrative Negotiations
Building Blocks for Effective Sales Negotiation
Bargaining Styles
Personality Factors
Goals and Expectations
Interests and Priorities
Leverage
Relationship Norms
The Sales Negotiation Process
Sales Planning
Sharing and Exchanging Information
Opening Bids and Making Concessions
Closing to Gain Commitment
Chapter Summary
Key Terms
11 Territory, Time, and Resource Management
Territories and Territory Management
Types of Territories
Territory Goals
Goals Set By Salespeople for Themselves
Making Territory Goals S.M.A.R.T.
Territory Strategy as a Resource Allocation Plan
Managing Time
Prioritizing Within the Territory
Scheduling
Travel/Route Planning
Managing Company Resources
Expense Management
Interdepartmental Resources
Team Selling
Self-Management in Sales
Working Hard
Working Smart
Chapter Summary
Key Terms
12 Digital Sales
Change Forces and Digital Technologies
Globalization
Technological Change
Change in Competition
Change in Customer Expectations
Remote Selling
The Customer’s Digital Buying Journey
Acquiring Information
Assessing Options
Achieving Satisfaction
What Is a Digital Sales Strategy?
Digital Sales Strategies
Authenticity and the Human Touch
Digital Selling Tools
Social Selling
Artificial Intelligence
Customer Relationship Management Strategies
Lead Generation and Prospecting
Planning Sales Calls
The Sales Call
Customer Objections, Negotiations, and Closing
Benefits and Challenges of Digital Selling
Chapter Summary
Key Terms
13 Strategic Accounts and Team Selling
Selling to Strategic Accounts
Defining Customer Business Development
SAM Strategy, Tactics, and Leadership
SAM Team Structure and Performance Evaluation
Performance Evaluation
SAM Professional Selling Processes
SAM Tasks That Help Forge Better Business Relationships
Chapter Summary
Key Terms
14 Sales Ethics
Ethics and Personal Selling
High-Profile Ethical Scandals Involving Salespeople
Relationship Between Laws and Ethics
Ethical Frameworks and Decision Making
Importance of Building Trust
It’s Not Enough to Be Merely Legal
Relevant Laws
Fraudulent Misrepresentation vs. Puffery
Business Defamation
Bribery
Price Discrimination
Reciprocity
Tying Agreements
Cooling-Off Laws
Green River Ordinances
Telephone Consumer Protection Act
International Laws
Key Areas of Concern
High-Pressure Sales
Gifts
Entertainment
Confidentiality Leaks
Expense Accounts
Romantic Relationships
Working Alone and Unsupervised
Artificial Intelligence
Factors That Contribute to a Strong Ethical Work Climate
Ethical Leadership
Reward System
Personal Characteristics of Honesty
Ethics Discussed in Training Program
Benefits of Strong Ethical Work Climate
Developing a Code of Ethics
Reinforcing the Code of Ethics
Chapter Summary
Key Terms
15 Role-Play
The Purpose of Role-Play
The Value of Experiential Learning
How We Learn
Competence, Behavior and the Need for Continuous Learning
The Value of Role-Play for Salespeople
Preparing for Role-Play
Mental Preparation
Practical Preparation: The Seller Role
Practical Preparation: The Buyer Role
Team Selling Role-Play
Chapter Summary
Key Terms
Role-Play Worksheet: Approach
Role-Play Worksheet: Discovery/Needs Identification
Role-Play Worksheet: Presentation, Value Proposition, or Recommendation
Role-Play Worksheet: Customer Questions and Objections
Role-Play Worksheet: Closing or Securing Commitment
Role-Play Evaluation Criteria
Notes
Index