Personal Selling
Building Customer Relationships and Partnerships
(Sprache: Englisch)
In line with students' current career goals, Personal Selling focuses exclusively on professional business-to-business selling rather than retail selling. Early introduction of the Personal Selling Process (PSP) engages students from the beginning, with...
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In line with students' current career goals, Personal Selling focuses exclusively on professional business-to-business selling rather than retail selling. Early introduction of the Personal Selling Process (PSP) engages students from the beginning, with tools for converting prospects into customers. The authors' latest research on customer loyalty and relationship marketing further distinguishes Personal Selling from other titles, which focus less on these pressing issues. Strategies for achieving long-term customer loyalty underscore how attracting, cultivating, and retaining satisfied customers leads to higher profitability for salespeople and their organizations. Clear, conversational writing allows students to easily understand the authors' research and analysis of the field. The Second Edition includes an updated discussion of technology tools and services that facilitate sales. Chapter 2 explores the behavioral, technological, and managerial forces affecting personal sellingtoday, and discusses numerous inexorable changes within each. In addition to new examples and photos, a new feature follows an actual sales professional through the various aspects of his job.
Inhaltsverzeichnis zu „Personal Selling “
I. Overview of Personal Selling1. Introduction to Personal Selling: It's a Great Career!
Marketing and Personal Selling: Changing with the Times
Personal Selling: A Fresh Look
How Customer Oriented Are You?
What Is a Customer?
What Is a Product?
Diverse Roles of the Professional Salesperson
What Does a Professional Salesperson Do?
Using Technology to Sell Better
Benefits of Professional Personal Selling as a Career
Careers for Different Types of Individuals
2. Adjusting to the Dynamic Personal Selling Environment
Megatrends Affecting Personal Selling
Adapting to Megatrends
Professional Salespeople as Customer Relationship Managers
3. Ethical and Legal Considerations in Personal Selling
What Are Ethics?
Ethical Concerns of Salespeople
Determine Your Level of Moral and Ethical Standards
The Company's Ethical Eyes and Ears in the Field
Behaving Ethically, Every Day
AMA Code of Ethics
Going Beyond Ethics: Laws Affecting Business-to-Business Personal Selling
Ethics and Regulation in International Sales
II. The Personal Selling Process
4. Prospecting and Qualifying
Filling the Salesperson's "Pot of Gold"
Stages in the Personal Selling Process
The Importance of Prospecting
Prospecting for Leads
Jason Smyczynski: Manufacturers' Sales Representative
Example of Direct Mail
The Prospecting Plan
Prospects: The Salesperson's Pot of Gold
Qualifying: How a Lead Becomes a Prospect
5. Planning the Sales Call: Steps to a Successful Approach
Importance of Planning the Sales Call
Planning for the Sales Call: Seven Steps to Preapproach Success
Initial Call Reluctance--Sales "Stage Fright"
Interaction with the Receptionist
Approaching the Prospect
Bibliographische Angaben
- Autoren: Anderson , Rajiv Mehta , Alan J. Dubinsky
- 2006, 560 Seiten, Maße: 25,4 cm, Gebunden, Englisch
- Verlag: Houghton Mifflin
- ISBN-10: 0618645705
- ISBN-13: 9780618645701
Sprache:
Englisch
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