Students heading for a career in business will benefit from researched and proven
selling techniques.
Professional sales skills are becoming increasingly important in today’s business world.
This text covers up-to-date academic topics and rich application materials, providing
students with everything they need to understand and apply selling techniques.
In the eleventh edition, Manning and Reece have invited Michael Ahearne
to join their best-selling author team. Ahearne’s experience as Associate Professor of
Marketing and Executive Director of the Sales Excellence Institute, in addition to his
extensive educational background, provides invaluable insight to this already
well-researched text.
Table of Contents
PART 1 Developing a Personal Selling Philosophy
1. PERSONAL SELLING AND THE MARKETING CONCEPT
2. PERSONAL SELLING OPPORTUNITIES IN THE AGE OF INFORMATION
PART 2 Developing a Relationship Strategy
3. CREATING VALUE WITH A RELATIONSHIP STRATEGY
4. COMMUNICATION STYLES: A KEY TO ADAPTIVE SELLING
5. ETHICS: THE FOUNDATION FOR RELATIONSHIPS IN SELLING
PART 3 Developing a Product Strategy
6. CREATING PRODUCT SOLUTIONS
7. PRODUCT-SELLING STRATEGIES THAT ADD VALUE
PART 4 Developing a Customer Strategy
8. THE BUYING PROCESS AND BUYER BEHAVIOR
9. DEVELOPING AND QUALIFYING A PROSPECT BASE
PART 5 Developing a Presentation Strategy
10. APPROACHING THE CUSTOMER
11. CREATING THE CONSULTATIVE SALES PRESENTATION
12. CREATING VALUE WITH THE SALES DEMONSTRATION
13. NEGOTIATING BUYER CONCERNS
14. CLOSING THE SALE AND CONFIRMING THE PARTNERSHIP
15. SERVICING THE SALE AND BUILDING THE PARTNERSHIP
PART 6 Management of Self and Others
16. OPPORTUNITY MANAGEMENT: THE KEY TO GREATER SALES PRODUCTIVITY
17. MANAGEMENT OF THE SALES FORCE
APPENDIX 1 REALITY SELLING TODAY VIDEO BASED ROLE PLAYS
APPENDIX 2 USE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOFTWARE
SALESFORCE.COM
APPENDIX 3 PARTNERSHIP SELLING: A ROLE-PLAY/SIMULATION FOR SELLING TODAY
Endnotes
Glossary
Credits
Name Index
Subject Index
544 pages, Paperback
