Professional Documents
Culture Documents
CHAPTER
Selling Today
10th Edition
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Discussion Questions
When you hear the term personal selling, what words, images, ideas, or other associations come to mind? Which of these associations are negative and which are positive?
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FIGURE
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A Shift in Emphasis
Industrial economy
Advances occur in transportation and manufacturing Strategic resources are capital and natural resources Products and factories define the business Sales success means meeting sales quotas
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Information economy
Advances occur in information technology Strategic resource is information
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FIGURE
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Consultative selling
Process that developed from the ________ concept, emphasizing need identification
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Two-way communication identifies (diagnoses) __________ needs; no highpressure sales presentation Emphasis on _______ giving, problem solving, and ___________ rather than manipulation Emphasis on ________ after the sale
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Influences the sale of products Serves as guide for strategic selling plan
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Strategy
Carefully conceived plan needed to accomplish ________ objectives A prerequisite to tactical success
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Identify the following: Use a fact sheet comparing your product to the competition
Selling Model
FIGURE
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Step
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FIGURE
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Evolution of Partnering
Buzzword of 1990s, became business reality in 2000s Strategically developed, long-term ____________ that solves the customers problems Relationship selling relies on a _________ approach to each client Enhanced with high ethical standards and CRM
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Value Creation
Value-added selling = creative improvements that enhance customer experience
The information economy rewards salespeople who add value at each step
When customer is not aware of value added by salespeople, the focus may shift to __________
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