It is our hope that this textbook will become a valued resource for students, professors, and emerging salespeople. We have written this textbook from the perspective of solidly experienced practitioners. As such, it is intentionally direct and to the point and free from “filler”. This is why we have subtitled it as “the essentials”.
This textbook is not designed to be an all-inclusive instructional aide for all types of selling. It is specifically designed for students that are evaluating a career in professional selling, being defined as the selling process that emerges between two companies in a business-to-business (B2B) interaction that will preferably result in a longer-term partnership. Obviously, a consultative approach can be used in applications other than B2B, particularly when professional services or high valued items are being exchanged, and the authors highly encourage the use of a consultative approach in these applications. The process emphasized in this book is described as a consultative process wherein the salesperson eventually becomes a trusted partner and consultant to the customer.
Part 1 - Introduction to Professional Selling
Unit 1.1 | Why Study Sales?
Unit 1.2 | The Evolution of Selling
Unit 1.3 | The Selling Context
Unit 1.4 | Sales Careers
Unit 1.5 | Selling Models
Part 2 - Foundational Knowledge For Salespeople
Unit 2.1 | Communication and Learning Principles
Unit 2.2 | Body Language
Unit 2.3 | Engaged Listening
Unit 2.4 | Elements of Trust
Unit 2.5 | Learning Methods
Unit 2.6 | Emotional Intelligence
Unit 2.7 | Credibility and Validity
Unit 2.8 | Personality
Unit 2.9 | Interpersonal Adaption
Unit 2.10 | Influence
Part 3 - The Selling Process
Unit 3.1 | Understanding Buyer Behavior
Unit 3.2 | Buying Process
Unit 3.3 | Prospecting
Unit 3.4 | Strategy, Planning, and Research
Unit 3.5 | Call Planning
Part 4 - The Customer Interaction
Unit 4.1 | The Importance of Questoining
Unit 4.2 | Telephone Sales
Unit 4.3 | Connection and Rapport
Unit 4.4 | Discovery and Needs Analysis
Unit 4.5 | Needs Satisfaction and Presentation
Unit 4.6 | Handling Objections
Unit 4.7 | Gaining Commitment
Part 5 - Managing Yourself in a Sales Role
Unit 5.1 | Goal Setting
Unit 5.2 | The Numbers of a Salesperson
Unit 5.3 | Time Management
Unit 5.4 | Territory Management
Unit 5.5 | Skill Development
Unit 5.6 | Career Development
Part 6 - Consultative Selling Partnerships
Unit 6.1 | Characteristics of a Salesperson
Unit 6.2 | Progressional of Partnership
Unit 6.3 | Establishing Mutual Goals
Unit 6.4 | Strategies to Build Alliances
Unit 6.5 | Quantifying Profit Improvement Initiatives
Unit 6.6 | Penetrating Higher Levels
Part 7 - Role of Social Media in Sales
Unit 7.1 | The Evolution of Sales Communication
Unit 7.2 | The Importance of Social Media in Sales
Unit 7.3 Developing in a Social Media Strategy