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

About the AuthorAcknowledgmentsOnline ResourcesSection 1 The Foundations – ‘On the Ground’1 Introducing Ethical Relationship SellingINTRODUCTIONMODERN SELLINGUnderstanding the importance of relationships in sellingEmploying ethical behavior in sellingExploring different methods of sellingTHE SELLING PROCESSOverviewing the stages of the selling processExamining the functions in sellingMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEREADINGS AND RESOURCESCASE STUDY: Pharmaceutical SalesNOTES2 Researching and Preparing for Successful SellingINTRODUCTIONCUSTOMER AND PROSPECT RESEARCHUnderstanding customers and prospective buyersProfiling organizational (B2B) consumersUnderstanding power and politicsUsing technology to researchExamining customer and buyer journeysPROFESSIONAL PREPARATIONExamining your offer/value propositionConverting features to benefitsDiscovering your unique selling proposition (USP)PERSONAL PREPARATIONAssessing yourself and determining your own selling styleEvaluating your personal and professional networksProfessional business etiquetteMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEREADINGS AND RESOURCESCASE STUDY: Homefronts by PaulaNOTES3 Planning Strategically for Successful SellingINTRODUCTIONBUSINESS INTELLIGENCEExploring types of business intelligenceExamining uses of business intelligenceGOALS AND OBJECTIVESDistinguishing between types of goalsExploring the relationship between goals and objectivesACCOUNT PLANNINGInvestigating different types of account planExamining the components of account plansBUSINESS DEVELOPMENTAnalyzing business development activitiesRetaining customers versus acquiring customersResponding to requests for proposals (RFPs)MONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEREADINGS AND RESOURCESCASE STUDY: Cooper InternationalNOTESSection 2 The Selling Process – ‘Out in the Field’4 Networking and Prospecting with EffectivenessINTRODUCTIONNETWORKINGExamining and implementing effective networking strategies and techniquesIdentifying and establishing partners and mentorsLEAD GENERATION AND PROSPECTINGQualifying leads and cultivating customers through the sales funnelUnderstanding and employing lead generation and prospectingUsing offline lead-generation and prospecting techniquesUtilizing online lead-generation and prospecting techniquesExploring social media platforms for developing leads and prospectingAnalyzing and employing cold callingMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISE – NEXTMARK PROSPECTINGROLE-PLAYREADINGS AND RESOURCESCASE STUDY: CashEdge® and DealbuildersNOTES5 Approaching and Communicating with SuccessINTRODUCTIONAPPROACHINGEstablishing rapportCreating memorable first impressionsEarning credibility and securing buyer trustUsing emotional intelligenceCOMMUNICATINGSpeaking effectivelyWriting wellListening carefullyApplying adaptive selling techniquesUnderstanding and utilizing neuro-linguistic programmingMONITORING METRICSEvaluating communication effectivenessEvaluating speaking skillsCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEROLE-PLAYREADINGS AND RESOURCESCASE STUDY: PepsiNOTES6 Listening and Determining Willingness to BuyINTRODUCTIONEFFECTIVE QUESTIONING AND LISTENINGUsing effective questioningEmploying active listeningBUYER JOURNEYExploring the buying journeyUnderstanding the changing role of the buyerWILLINGNESS TO BUY‘Framework’ versus ‘system’The four pillars of the Willing to Buy frameworkAddressing the whys, whos and howsMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEROLE-PLAYREADINGS AND RESOURCESCASE STUDY: IBM and the County GovernmentNOTES7 Presenting with Impact and Communicating via StorytellingINTRODUCTIONCREATING DYNAMIC SALES PRESENTATIONSUnderstanding sales presentation stages and approachesUsing effective presentation techniquesEmploying mobile and digital technology toolsPITCHING WITH PASSIONManaging personal spaceCommanding and owning the audience’s attentionPitching passionately to the prospective customerSTORYTELLINGConnecting with the prospective customerWriting persuasive storiesUnderstanding key story components and story structureMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEROLE-PLAYREADINGS AND RESOURCESCASE STUDY: Taylor Freezer Sales CompanyNOTES8 Managing Conflict and Negotiating with FinesseINTRODUCTIONMANAGING CONFLICTEncountering and understanding conflictDealing with conflictResolving conflictAssessing your personal styleNEGOTIATINGUnderstanding the nature of negotiationsPlanning and preparing for negotiationsExamining the negotiation processDeveloping bargaining skillsMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEROLE-PLAYREADINGS AND RESOURCESCASE STUDY: The Quarry Trucker NegotiationNOTES9 Overcoming Objections and Closing the Sale with SatisfactionINTRODUCTIONHANDLING OBJECTIONSUnderstanding buyer hesitationOvercoming buyer objectionsEXAMINING CLOSING STRATEGIESUnderstanding the buyer situationReading buyer signalsExamining closing techniquesASKING FOR COMMITMENTSSeeking buying commitmentBuilding relationships after the buying decisionMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEROLE-PLAYREADINGS AND RESOURCESCASE STUDY: Broker Selling to Sweet Shoppe InternationalNOTES10 Following Up to Cultivate and Manage Customer RelationshipsINTRODUCTIONFOLLOWING UP AFTER THE SALEPerforming post-sales activitiesProviding customer serviceMANAGING CUSTOMER RELATIONSHIPSManaging accounts and territories (and CRM tools)Conducting key account managementQuantifying customer value and customer relationshipsMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEROLE-PLAYREADINGS AND RESOURCESCASE STUDY: Boston ScientificNOTESSection 3 Evaluation and Sales Management – ‘Back in the Office’11 Recruiting, Training, and Leading SalespeopleINTRODUCTIONSALESFORCE STRUCTUREExamining the multiple roles of sales managersRECRUITING SALES PROFESSIONALSAttracting sales talentScreening and hiring sales candidatesTRAINING SALESPEOPLEOnboarding and indoctrinating salespeopleOrienting salespeopleLEADING SALESPEOPLEUsing different leadership stylesCoaching and mentoring salespeopleCompensating, rewarding, and retaining salespeopleMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEREADINGS AND RESOURCESCASE STUDY: Servant leadership at Airborn, Inc.NOTES12 Budgeting and Forecasting Future SalesINTRODUCTIONBUDGETINGExamining the role of sales budgetingCreating a sales budgetUsing budgeting toolsSALES FORECASTINGUnderstanding sales forecastingStriving for accuracyExamining sales forecasting methodsIntegrating CRM data and sales forecastingMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEREADINGS AND RESOURCESCASE STUDY: Amazon Business and Amazon ForecastNOTES13 Performing Sales Analytics and Tracking ProductivityINTRODUCTIONSALES ANALYTICSExamining data characteristicsExploring types of sales dataInvestigating the applications of sales analyticsTRACKING PRODUCTIVITYUsing sales dashboardsIntegrating CRM data and enabling salespeopleEvaluating market penetrationMONITORING METRICSCHAPTER SUMMARYKEY TERMSREVIEW QUESTIONSETHICS IN ACTIONEXERCISEREADINGS AND RESOURCESCASE STUDY: Analytics at Alpha International, Inc.NOTESAppendix A: Comprehensive Cases in the Sales IndustryCase A: Home Selling with RE/MAX Real Estate GroupCase B: STIHL’s Successful B2B Sales StrategyAppendix B: Careers in SellingAppendix C: Self-sellingGlossaryIndex