Additional Information
Book Details
Abstract
Over the past quarter of a century, Selling and Sales Management has proved itself to be the definitive text in this exciting and fast-paced subject area.
This new edition comes fully updated with new case studies, using working businesses to connect sales theory to the practical implications of selling in a modern environment.
This edition contains the results from cutting-edge research that differentiates it from most of its competitors. The book continues to place emphasis on global aspects of selling and sales management. Topics covered include technological applications of selling and sales management, ethics of selling and sales management, systems selling and a comprehensive coverage of key account management.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Cover | Cover | ||
| Title Page | iii | ||
| Copyright | iv | ||
| Brief contents | v | ||
| Contents | vii | ||
| List of figures | xiv | ||
| List of tables | xvi | ||
| About the authors | xviii | ||
| Preface | xix | ||
| Acknowledgements | xxi | ||
| Part One Sales perspective | 1 | ||
| 1 Development and role of selling in marketing | 3 | ||
| Objectives | 3 | ||
| Key concepts | 3 | ||
| 1.1 Background | 4 | ||
| 1.2 Nature and role of selling | 4 | ||
| 1.3 Characteristics of modern selling | 5 | ||
| 1.4 Success factors for professional salespeople | 7 | ||
| 1.5 Types of selling | 8 | ||
| 1.6 Image of selling | 12 | ||
| 1.7 The nature and role of sales management | 14 | ||
| 1.8 The marketing concept | 16 | ||
| 1.9 Implementing the marketing concept | 21 | ||
| 1.10 Relationship between sales and marketing | 37 | ||
| 1.11 Conclusions | 42 | ||
| References | 43 | ||
| Practical exercise: Mephisto Products Ltd | 44 | ||
| Examination questions | 46 | ||
| 2 Sales strategies | 47 | ||
| Objectives | 47 | ||
| Key concepts | 47 | ||
| 2.1 Sales and marketing planning | 47 | ||
| 2.2 The planning process | 48 | ||
| 2.3 Establishing marketing plans | 48 | ||
| 2.4 The place of selling in the marketing plan | 60 | ||
| 2.5 Conclusions | 72 | ||
| References | 72 | ||
| Practical exercise: Auckland Engineering plc | 73 | ||
| Examination questions | 74 | ||
| Part Two Sales environment | 75 | ||
| 3 Consumer and organisational buyer behaviour | 77 | ||
| Objectives | 77 | ||
| Key concepts | 77 | ||
| 3.1 Differences between consumer and organisational buying | 78 | ||
| 3.2 Consumer buyer behaviour | 79 | ||
| 3.3 Factors affecting the consumer decision-making process | 85 | ||
| 3.4 Organisational buyer behaviour | 91 | ||
| 3.5 Factors affecting organisational buyer behaviour | 97 | ||
| 3.6 Developments in purchasing practice | 100 | ||
| 3.7 Relationship management | 104 | ||
| 3.8 Conclusions | 105 | ||
| References | 105 | ||
| Practical exercise: The lost computer sale | 107 | ||
| Examination questions | 108 | ||
| 4 Sales settings | 109 | ||
| Objectives | 109 | ||
| Key concepts | 109 | ||
| 4.1 Environmental and managerial forces that impact on sales | 110 | ||
| 4.2 Sales channels | 116 | ||
| 4.3 Industrial/commercial/public authority selling | 122 | ||
| 4.4 Selling for resale | 124 | ||
| 4.5 Selling services | 129 | ||
| 4.6 Sales promotions | 132 | ||
| 4.7 Exhibitions | 136 | ||
| 4.8 Public relations | 140 | ||
| 4.9 Conclusions | 146 | ||
| References | 146 | ||
| Practical exercise: Yee Wo Plastic Piping Components Ltd | 147 | ||
| Practical exercise: Gardnov Ltd | 148 | ||
| Practical exercise: Quality Chilled Foods Ltd | 150 | ||
| Examination questions | 151 | ||
| 5 International selling | 152 | ||
| Objectives | 152 | ||
| Key concepts | 152 | ||
| 5.1 Introduction | 153 | ||
| 5.2 Economic aspects | 153 | ||
| 5.3 International selling at company level | 161 | ||
| 5.4 Cultural factors in international selling | 163 | ||
| 5.5 Organisation for international selling | 172 | ||
| 5.6 Pricing | 181 | ||
| 5.7 Japan - a study in international selling | 183 | ||
| 5.8 Conclusions | 187 | ||
| References | 188 | ||
| Practical exercise: Selling in China | 188 | ||
| Practical exercise: Syplan | 189 | ||
| Practical exercise: Wardley Investment Services (Hong Kong) | 191 | ||
| Practical exercise: Quality Kraft Carpets Ltd | 192 | ||
| Examination questions | 194 | ||
| 6 Law and ethical issues | 196 | ||
| Objectives | 196 | ||
| Key concepts | 196 | ||
| 6.1 The contract | 197 | ||
| 6.2 Terms and conditions | 198 | ||
| 6.3 Terms of trade | 198 | ||
| 6.4 Business practices and legal controls | 202 | ||
| 6.5 Ethical issues | 206 | ||
| 6.6 Conclusions | 211 | ||
| References | 211 | ||
| Practical exercise: Kwiksell Cars Ltd | 212 | ||
| Practical exercise: ChevronTexaco cuts losses with Innovetra Fraud Alerter | 214 | ||
| Examination questions | 216 | ||
| Part Three Sales technique | 217 | ||
| Sales technique | 217 | ||
| 7 Sales responsibilities and preparation | 219 | ||
| Objectives | 219 | ||
| Key concepts | 219 | ||
| 7.1 Sales responsibilities | 219 | ||
| 7.2 Preparation | 228 | ||
| 7.3 Conclusions | 235 | ||
| References | 235 | ||
| Practical exercise: The O'Brien Company | 236 | ||
| Practical exercise: Presenting New Standa Plus: The final word in hydraulic braking systems? | 237 | ||
| Examination questions | 238 | ||
| 8 Personal selling skills | 239 | ||
| Objectives | 239 | ||
| Key concepts | 239 | ||
| 8.1 Introduction | 239 | ||
| 8.2 The opening | 242 | ||
| 8.3 Need and problem identification | 243 | ||
| 8.4 The presentation and demonstration | 245 | ||
| 8.5 Dealing with objections | 251 | ||
| 8.6 Negotiation | 255 | ||
| 8.7 Closing the sale | 258 | ||
| 8.8 Follow-up | 261 | ||
| 8.9 Conclusions | 262 | ||
| References | 263 | ||
| Practical exercise: Mordex Photocopier Company | 264 | ||
| Negotiation exercise: Supermarket versus superbrand: cooperate to compete | 265 | ||
| Practical exercise: A controlled sales process? | 266 | ||
| Examination questions | 268 | ||
| 9 Key account management | 269 | ||
| Objectives | 269 | ||
| Key concepts | 269 | ||
| 9.1 What is key account management? | 270 | ||
| 9.2 Advantages and dangers of key account management to sellers | 272 | ||
| 9.3 Advantages and dangers of key account management to customers | 273 | ||
| 9.4 Deciding whether to use key account management | 273 | ||
| 9.5 Criteria for selecting key accounts | 274 | ||
| 9.6 The tasks and skills of key account management | 275 | ||
| 9.7 Key account management relational development model | 277 | ||
| 9.8 Global account management | 280 | ||
| 9.9 Building relationships with key accounts | 281 | ||
| 9.10 Key account information and planning system | 283 | ||
| 9.11 Key success factors for key account management | 286 | ||
| 9.12 Conclusions | 287 | ||
| References | 287 | ||
| Practical exercise: Cloverleaf plc | 289 | ||
| Examination questions | 292 | ||
| 10 Relationship selling | 293 | ||
| Objectives | 293 | ||
| Key concepts | 293 | ||
| 10.1 From total quality management to customer care | 294 | ||
| 10.2 From JIT to relationship marketing | 299 | ||
| 10.3 Reverse marketing | 301 | ||
| 10.4 From relationship marketing to relationship selling | 302 | ||
| 10.5 Tactics of relationship selling | 305 | ||
| 10.6 Conclusions | 310 | ||
| References | 310 | ||
| Practical exercise: Microcom | 312 | ||
| Practical exercise: Focus Wickes - 'Fusion': Winners, 2004 Retail Week Supply Chain Initiative Award | 313 | ||
| Examination questions | 315 | ||
| 11 Direct marketing | 316 | ||
| Objectives | 316 | ||
| Key concepts | 316 | ||
| 11.1 What is direct marketing? | 317 | ||
| 11.2 Database marketing | 319 | ||
| 11.3 Managing a direct marketing campaign | 322 | ||
| 11.4 Conclusions | 333 | ||
| References | 333 | ||
| Practical exercise: Kettle Foods | 334 | ||
| Practical exercise: RU receiving me? | 336 | ||
| Examination questions | 337 | ||
| 12 Internet and IT applications in selling and sales management | 338 | ||
| Objectives | 338 | ||
| Key concepts | 338 | ||
| 12.1 The changing nature of the salesforce | 339 | ||
| 12.2 Electronic commerce and electronic procurement | 344 | ||
| 12.3 Using technology to support sales activities | 354 | ||
| 12.4 Using technology to improve sales management | 360 | ||
| 12.5 Social media and selling | 365 | ||
| 12.6 Conclusions | 366 | ||
| References | 367 | ||
| Practical exercise: ASOS: selling online fashion | 368 | ||
| Examination questions | 370 | ||
| Part Four Sales management | 371 | ||
| 13 Recruitment and selection | 373 | ||
| Objectives | 373 | ||
| Key concepts | 373 | ||
| 13.1 The importance of selection | 373 | ||
| 13.2 Preparation of the job description and specification | 376 | ||
| 13.3 Identification of sources of recruitment and methods of communication | 379 | ||
| 13.4 Designing an effective application form and preparing a shortlist | 381 | ||
| 13.5 The interview | 382 | ||
| 13.6 Supplementary selection aids | 386 | ||
| 13.7 Conclusions | 388 | ||
| References | 389 | ||
| Practical exercise: Plastic Products Ltd | 389 | ||
| Examination questions | 390 | ||
| 14 Motivation and training | 391 | ||
| Objectives | 391 | ||
| Key concepts | 391 | ||
| 14.1 Motivation | 391 | ||
| 14.2 Leadership | 402 | ||
| 14.3 Training | 404 | ||
| 14.4 Conclusions | 415 | ||
| References | 415 | ||
| Practical exercise: Selling fountain pens | 417 | ||
| Examination questions | 417 | ||
| 15 Organisation and compensation | 419 | ||
| Objectives | 419 | ||
| Key concepts | 419 | ||
| 15.1 Organisational structure | 419 | ||
| 15.2 Determining the number of salespeople | 426 | ||
| 15.3 Establishing sales territories | 428 | ||
| 15.4 Compensation | 430 | ||
| 15.5 Conclusions | 433 | ||
| References | 434 | ||
| Practical exercise: Rovertronics | 434 | ||
| Practical exercise: Silverton Confectionery Company | 435 | ||
| Examination questions | 436 | ||
| Part Five Sales control | 437 | ||
| 16 Sales forecasting and budgeting | 439 | ||
| Objectives | 439 | ||
| Key concepts | 439 | ||
| 16.1 Purpose | 439 | ||
| 16.2 Planning | 440 | ||
| 16.3 Levels of forecasting | 443 | ||
| 16.4 Qualitative techniques | 444 | ||
| 16.5 Quantitative techniques | 448 | ||
| 16.6 Budgeting - purposes | 458 | ||
| 16.7 Budget determination | 459 | ||
| 16.8 The sales budget | 461 | ||
| 16.9 Budget allocation | 461 | ||
| 16.10 Conclusions | 463 | ||
| References | 465 | ||
| Practical exercise: Classical Reproductions Ltd | 465 | ||
| Practical exercise: A recipe for success | 470 | ||
| Examination questions | 471 | ||
| 17 Salesforce evaluation | 472 | ||
| Objectives | 472 | ||
| Key concepts | 472 | ||
| 17.1 The salesforce evaluation process | 472 | ||
| 17.2 The purpose of evaluation | 473 | ||
| 17.3 Setting standards of performance | 475 | ||
| 17.4 Gathering information | 475 | ||
| 17.5 Measures of performance | 476 | ||
| 17.6 Appraisal interviewing | 483 | ||
| 17.7 Conclusions | 483 | ||
| References | 484 | ||
| Practical exercise: Dynasty Ltd | 484 | ||
| Practical exercise: MacLaren Tyres Ltd | 485 | ||
| Examination questions | 486 | ||
| Appendix ase studies and discussion questions | 487 | ||
| Appendix: Case studies and discussion questions | 487 | ||
| Alternatives: a hub in London for personal development | 487 | ||
| Ask Electronics: integrating online and offline sales | 489 | ||
| Game The Work: serious games for serious results | 491 | ||
| Lloyds Banking Group: corporate events as a sales tool | 493 | ||
| Putney Methodist Church: a pinnacle of community life and support | 495 | ||
| Tourism Concern: the relevance of selling and sales management to non-profit organisa-tions | 498 | ||
| Tourism Concern: the relevance of selling and sales management to non-profit organisations | 498 | ||
| Index | 501 |