Selling & Sales Management 1st Edition - Developing Skills for Success

About the Author
Acknowledgments
Online Resources
Section 1 The Foundations – ‘On the Ground’
1 Introducing Ethical Relationship Selling
INTRODUCTION
MODERN SELLING
Understanding the importance of relationships in selling
Employing ethical behavior in selling
Exploring different methods of selling
THE SELLING PROCESS
Overviewing the stages of the selling process
Examining the functions in selling
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
READINGS AND RESOURCES
CASE STUDY: Pharmaceutical Sales
NOTES
2 Researching and Preparing for Successful Selling
INTRODUCTION
CUSTOMER AND PROSPECT RESEARCH
Understanding customers and prospective buyers
Profiling organizational (B2B) consumers
Understanding power and politics
Using technology to research
Examining customer and buyer journeys
PROFESSIONAL PREPARATION
Examining your offer/value proposition
Converting features to benefits
Discovering your unique selling proposition (USP)
PERSONAL PREPARATION
Assessing yourself and determining your own selling style
Evaluating your personal and professional networks
Professional business etiquette
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
READINGS AND RESOURCES
CASE STUDY: Homefronts by Paula
NOTES
3 Planning Strategically for Successful Selling
INTRODUCTION
BUSINESS INTELLIGENCE
Exploring types of business intelligence
Examining uses of business intelligence
GOALS AND OBJECTIVES
Distinguishing between types of goals
Exploring the relationship between goals and objectives
ACCOUNT PLANNING
Investigating different types of account plan
Examining the components of account plans
BUSINESS DEVELOPMENT
Analyzing business development activities
Retaining customers versus acquiring customers
Responding to requests for proposals (RFPs)
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
READINGS AND RESOURCES
CASE STUDY: Cooper International
NOTES
Section 2 The Selling Process – ‘Out in the Field’
4 Networking and Prospecting with Effectiveness
INTRODUCTION
NETWORKING
Examining and implementing effective networking strategies and techniques
Identifying and establishing partners and mentors
LEAD GENERATION AND PROSPECTING
Qualifying leads and cultivating customers through the sales funnel
Understanding and employing lead generation and prospecting
Using offline lead-generation and prospecting techniques
Utilizing online lead-generation and prospecting techniques
Exploring social media platforms for developing leads and prospecting
Analyzing and employing cold calling
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE – NEXTMARK PROSPECTING
ROLE-PLAY
READINGS AND RESOURCES
CASE STUDY: CashEdge® and Dealbuilders
NOTES
5 Approaching and Communicating with Success
INTRODUCTION
APPROACHING
Establishing rapport
Creating memorable first impressions
Earning credibility and securing buyer trust
Using emotional intelligence
COMMUNICATING
Speaking effectively
Writing well
Listening carefully
Applying adaptive selling techniques
Understanding and utilizing neuro-linguistic programming
MONITORING METRICS
Evaluating communication effectiveness
Evaluating speaking skills
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
ROLE-PLAY
READINGS AND RESOURCES
CASE STUDY: Pepsi
NOTES
6 Listening and Determining Willingness to Buy
INTRODUCTION
EFFECTIVE QUESTIONING AND LISTENING
Using effective questioning
Employing active listening
BUYER JOURNEY
Exploring the buying journey
Understanding the changing role of the buyer
WILLINGNESS TO BUY
‘Framework’ versus ‘system’
The four pillars of the Willing to Buy framework
Addressing the whys, whos and hows
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
ROLE-PLAY
READINGS AND RESOURCES
CASE STUDY: IBM and the County Government
NOTES
7 Presenting with Impact and Communicating via Storytelling
INTRODUCTION
CREATING DYNAMIC SALES PRESENTATIONS
Understanding sales presentation stages and approaches
Using effective presentation techniques
Employing mobile and digital technology tools
PITCHING WITH PASSION
Managing personal space
Commanding and owning the audience’s attention
Pitching passionately to the prospective customer
STORYTELLING
Connecting with the prospective customer
Writing persuasive stories
Understanding key story components and story structure
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
ROLE-PLAY
READINGS AND RESOURCES
CASE STUDY: Taylor Freezer Sales Company
NOTES
8 Managing Conflict and Negotiating with Finesse
INTRODUCTION
MANAGING CONFLICT
Encountering and understanding conflict
Dealing with conflict
Resolving conflict
Assessing your personal style
NEGOTIATING
Understanding the nature of negotiations
Planning and preparing for negotiations
Examining the negotiation process
Developing bargaining skills
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
ROLE-PLAY
READINGS AND RESOURCES
CASE STUDY: The Quarry Trucker Negotiation
NOTES
9 Overcoming Objections and Closing the Sale with Satisfaction
INTRODUCTION
HANDLING OBJECTIONS
Understanding buyer hesitation
Overcoming buyer objections
EXAMINING CLOSING STRATEGIES
Understanding the buyer situation
Reading buyer signals
Examining closing techniques
ASKING FOR COMMITMENTS
Seeking buying commitment
Building relationships after the buying decision
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
ROLE-PLAY
READINGS AND RESOURCES
CASE STUDY: Broker Selling to Sweet Shoppe International
NOTES
10 Following Up to Cultivate and Manage Customer Relationships
INTRODUCTION
FOLLOWING UP AFTER THE SALE
Performing post-sales activities
Providing customer service
MANAGING CUSTOMER RELATIONSHIPS
Managing accounts and territories (and CRM tools)
Conducting key account management
Quantifying customer value and customer relationships
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
ROLE-PLAY
READINGS AND RESOURCES
CASE STUDY: Boston Scientific
NOTES
Section 3 Evaluation and Sales Management – ‘Back in the Office’
11 Recruiting, Training, and Leading Salespeople
INTRODUCTION
SALESFORCE STRUCTURE
Examining the multiple roles of sales managers
RECRUITING SALES PROFESSIONALS
Attracting sales talent
Screening and hiring sales candidates
TRAINING SALESPEOPLE
Onboarding and indoctrinating salespeople
Orienting salespeople
LEADING SALESPEOPLE
Using different leadership styles
Coaching and mentoring salespeople
Compensating, rewarding, and retaining salespeople
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
READINGS AND RESOURCES
CASE STUDY: Servant leadership at Airborn, Inc.
NOTES
12 Budgeting and Forecasting Future Sales
INTRODUCTION
BUDGETING
Examining the role of sales budgeting
Creating a sales budget
Using budgeting tools
SALES FORECASTING
Understanding sales forecasting
Striving for accuracy
Examining sales forecasting methods
Integrating CRM data and sales forecasting
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
READINGS AND RESOURCES
CASE STUDY: Amazon Business and Amazon Forecast
NOTES
13 Performing Sales Analytics and Tracking Productivity
INTRODUCTION
SALES ANALYTICS
Examining data characteristics
Exploring types of sales data
Investigating the applications of sales analytics
TRACKING PRODUCTIVITY
Using sales dashboards
Integrating CRM data and enabling salespeople
Evaluating market penetration
MONITORING METRICS
CHAPTER SUMMARY
KEY TERMS
REVIEW QUESTIONS
ETHICS IN ACTION
EXERCISE
READINGS AND RESOURCES
CASE STUDY: Analytics at Alpha International, Inc.
NOTES
Appendix A: Comprehensive Cases in the Sales Industry
Case A: Home Selling with RE/MAX Real Estate Group
Case B: STIHL’s Successful B2B Sales Strategy
Appendix B: Careers in Selling
Appendix C: Self-selling
Glossary
Index