Fundamentals of Selling Customers for Life Through Service Twelefth Edition
Buku ini diterbitkan tahun 2011 oleh McGraw-Hill Companies, Inc. adalah buku edisi Duabelas.
Judul: Fundamentals of Selling Customers for Life Through Service
Twelefth Edition
Oleh: CHARLES M. FUTRELL
Penerbit: McGraw-Hill Companies, Inc.
Tahun: 2011
Jumlah Halaman: 689 hal.
Editor:
Charles M. Futrell adalah Profesor Pemasaran di Mays Business School di Texas A & M University di College Station, Texas. Texas A & M University memiliki sekitar 45.000 mahasiswa dengan 5.000 jurusan bisnis dan 800 jurusan pemasaran.
Dr Futrell memiliki B.B.A., M.B.A., dan Ph.D. dalam pemasaran. Dia adalah mantan penjual berubah profesor. Sebelum memulai nya karir akademis, Profesor Futrell bekerja dalam penjualan dan kapasitas pemasaran selama delapan tahun dengan Colgate Company, The Upjohn Company, dan Ayerst Laboratories.
Penelitian Dr. Futrell dalam personal selling, manajemen penjualan, metodologi penelitian, dan manajemen pemasaran i muncul dalam berbagai jurnal nasional dan internasional, seperti Journal of Marketing dan Journal of Marketing Research. Sebuah artikel pada musim panas 1991 issue of the Journal of
Personal Selling & Sales Management. Dia juga diakui sebagai Pakar bisang Pendidikan Pemasaran, Summer 1997, Ia sebagai salah seorang dari 100 peneliti terbaik dalam disiplin pemasaran. Karyanya membuatnya mendapatkan beberapa penghargaan penelitian.
Dan masih banyak prestasi yang ia miliki.
Lingkup Pembahasan:
Buku ini mengemukakan interaksi dalam berbagai langkah proses penjualan dibahas dengan hati-hati dan cermat untuk membentuk aliran yang lebih mulus dari satu bab ke depan, dan khusus penekanan pada pentingnya perilaku etis dalam bekerja dengan prospek dan pelanggan. Buku ini juga banyak
mengemukakan contoh dengan beberapa yang diilustrasikan menggunakan foto-foto, termasuk perusahaan-perusahaan nasional seperti Johnson & Johnson dan Hormel, Pembaruan di PowerPoint, instruktur manual, dan uji Bank, serta Pembacaan yang cermat.
Dasar-dasar proses jual langkah-demi-langkah yang bersifat universal di alam menjual.
Setelah belajar melalui buku ini, siswa memiliki latar belakang dasar untuk menjual produk apapun. Pembahasan, ada personal selling buku hadiah lainnya proses penjualan atau sistem dalam urutan logis: dari perencanaan dan pendekatan, penutupan dan tindak lanjut untuk pelanggan dengan layanan luar biasa.
Buku ini juga mengemukakan Skor dari tenaga penjualan di industri saat ini serta mengomentari bagaimana buku ini mencerminkan apa yang mereka lakukan pada penjualan panggilan dengan prospek dan pelanggan. Tujuan dari Fundamentals Selling selalu untuk menunjukkan kepada siswa pesanan langkah-langkah dalam proses penjualan; memberikan banyak contoh di setiap langkah; dan bagaimana langkah-langkah dalam proses penjualan berinteraksi satu sama lain.
Dikemukakan pula bahwa Dasar-dasar Menjual adalah pemimpin pasar dalam penjualan kelas
di seluruh dunia, dan bahan yang dapat ditemukan di empat versi internasional. Banyak pelatih penjualan di seluruh dunia menggunakan buku ini untuk mempersiapkan tenaga penjualan mereka.
Dalam buku ini juga banyak fitur berbasis realitas untuk merangsang pembelajaran. Salah satu tujuan utama dari buku ini adalah menawarkan cara yang lebih baik dalam menggunakannya untuk menyampaikan pengetahuan penjualan kepada pembaca.
Untuk melakukan hal ini, buku ini mencakup berbagai fitur khusus:
Photo Essays. Buku ini memiliki banyak foto disertai dengan keterangan yang menggambarkan peristiwa penjualan dan bagaimana mereka berhubungan dengan materi bab.
Chapter Topics and Objectives. Setiap bab dimulai dengan pernyataan yang jelas tentang tujuan pembelajaran dan garis besar utama topik bab. Perangkat ini memberikan gambaran tentang apa yang
dapat digunakan oleh siswa untuk melihat apakah mereka memahami dan telah mempertahankan poin penting.
Sales Challenge/Solution. Bagian teks setiap bab dimulai dengan tantangan kehidupan nyata wajah profesional penjualan. Tantangan ini berkaitan dengan topik bab dan akan meningkatkan minat siswa dalam konsep bab. Tantangan teratasi pada akhir bab, di mana konsep bab membimbing tindakan penjual 'yang disorot.
Making the Sale. Barang-barang kotak membahas bagaimana penjual, ketika menghadapi tantangan, menggunakan ide-ide inovatif untuk menjual.
Selling Tips. Kotak-kotak ini menawarkan pembaca Tips jual tambahan untuk digunakan dalam mengembangkan mereka role-play.
Artwork. Banyak aspek penjualan cenderung membingungkan pada saat pertama. "Apa yang harus saya lakukan?" Dan "Bagaimana saya harus melakukannya?" Adalah dua pertanyaan yang sering diajukan oleh para mahasiswa dalam mengembangkan role-play mereka. Untuk meningkatkan kesadaran siswa dan pemahaman, banyak pameran telah dimasukkan dalam buku ini. Pameran ini mengkonsolidasikan poin-poin penting, menunjukkan hubungan, dan mengilustrasikan visual teknik menjual.
Chapter Summary and Application Questions. Setiap bab ditutup dengan ringkasan poin-poin penting yang harus dipertahankan. Pertanyaan aplikasi itu adalah alat belajar pelengkap yang memungkinkan siswa untuk memeriksa pemahaman mereka tentang isu-isu kunci, untuk berpikir di luar konsep dasar, dan untuk menentukan daerah-daerah yang membutuhkan studi lebih lanjut. Ringkasan dan aplikasi pertanyaan membantu siswa membedakan antara utama dan titik pendukung dan menyediakan mekanisme untuk belajar sendiri.
Key Terms for Selling/Glossary. Belajar penjualan kosakata adalah penting untuk memahami dunia penjualan saat ini. Ini difasilitasi dalam tiga cara. Pertama, konsep kunci boldfaced dan benar-benar pasti dimana mereka pertama kali muncul dalam teks. kedua, setiap istilah kunci, diikuti dengan nomor halaman di mana itu adalah pertama diperkenalkan dan didefinisikan, terdaftar di akhir setiap bab.
Ketiga, glosarium merangkum semua istilah kunci dan definisi muncul di akhir buku untuk referensi berguna.
Ethical Dilemma. Ini latihan yang menantang memberikan siswa kesempatan untuk mengalami dilema etika yang dihadapi dalam pekerjaan penjualan. Siswa harus meninjau definisi dan Penjelasan perilaku etis dalam Bab 3 sebelum membahas dilema etika.
Further Exploring the Sales World. Proyek-proyek ini meminta siswa untuk keluar dari buku dan ruang kelas untuk mengeksplorasi apa yang terjadi di dunia nyata. Proyek dapat diubah atau disesuaikan dengan lokasi sekolah instruktur dan pembelajaran tujuan untuk kelas.
Cases for Analysis. Setiap bab diakhiri dengan singkat tapi substantif kasus untuk analisis siswa dan diskusi kelas. Kasus ini memberikan kesempatan bagi siswa untuk menerapkan konsep-konsep
kejadian nyata dan mempertajam keterampilan diagnostik mereka untuk pemecahan masalah penjualan. Kasus yang komprehensif ditemukan di belakang buku.
Daftar Isi:
Preface vii
PART I Selling as a Profession
CHAPTER 1 The Life, Times, and Career of the Professional Salesperson 4
What Is Selling? 5
Personal Selling Today 6
A New Definition of Personal Selling 7
The Golden Rule of Personal Selling 7
Salesperson Differences 8
Everybody Sells! 8
What Salespeople Are Paid to Do 9
Why Choose a Sales Career? 10
Is a Sales Career Right for You? 16
Success in Selling—What Does It Take? 17
C—Characteristics for the Job Examined 19
Do Success Characteristics Describe You? 22
Relationship Selling 22
Sales Jobs Are Different 23
What Does a Professional Salesperson Do? 24
The Future for Salespeople 27
The Plan of This Textbook 31
Building Relationships through the Sales Process 31
Summary of Major Selling Issues 33
Key Terms for Selling 33
Sales Application Questions 33
Further Exploring the Sales World 34
Selling Experiential Exercise: Aerobic, Strength, an
CASE
1.1 What They Didn’t Teach Us in Sales Class 36
Appendix: The Golden Rule of Personal Selling as Told by a Salesperson 38
The Golden Rule of Selling 38
Others Includes Competitors 38
Sales Is Your Calling to Serve 38
To Serve, You Need Knowledge 39
Customers Notice Integrity 39
Personal Gain Is Not Your Goal 40
Others Come First 40
The Golden Rule Is Not 40
The Great Harvest Law of Sales 41
The Common Denominator of Sales Success 42
The Fruits of the Selling Spirit 42
CHAPTER 2 Relationship Marketing: Where Personal Selling Fits 43
What Is the Purpose of Business? 44
What Is Marketing? 44
Customer Orientation’s Evolution 45
Marketing’s Importance in the Firm 47
Essentials of a Firm’s Marketing Effort 48
Relationship Marketing 53
Relationship Marketing and the Sales Force 53
Levels of Relationship Marketing 56
Partnering with Customers 56
The New Consultative Selling 57
E-Selling: Technology and Information Build
What’s a Salesperson Worth? 60
The Key to Success 62
Summary of Major Selling Issues 63
Key Terms for Selling 64
Sales Application Questions 64
Further Exploring the Sales World 64
Selling Experiential Exercise: What Should Your
CASE
2.1 Reynolds & Reynolds 67
CHAPTER 3 Ethics First . . . Then Customer Relationships 70
Social, Ethical, and Legal Influences 71
Management’s Social Responsibilities 71
What Influences Ethical Behavior? 75
Are There Any Ethical Guidelines? 77
Management’s Ethical Responsibilities 80
Ethics in Dealing with Salespeople 81
Salespeople’s Ethics in Dealing with Their Employers 86
Ethics in Dealing with Customers 87
The International Side of Ethics 93
Managing Sales Ethics 94
Ethics in Business and Sales 96
The Tree of Business Life 99
Summary of Major Selling Issues 100
Key Terms for Selling 101
CASES
3.1 Ethical Selling at Perfect Solutions: The Case of the Delayed Product 105
3.2 Sales Hype: To Tell the Truth or Stretch It, That Is the Question 107
PART II Preparation for Relationship Selling
CHAPTER 4 The Psychology of Selling: Why People Buy 110
The Tree of Business Life: Benefits 111
Why People Buy—The Black Box Approach 111
Psychological Influences on Buying 112
A FAB ulous Approach to Buyer Need Satisfaction 114
How to Determine Important Buying Needs—A Key to Success 117
The Trial Close—A Great Way to Uncover Needs and SELL 118
SELL Sequence 119
Your Buyer’s Perception 121
Perceptions, Attitudes, and Beliefs 122
The Buyer’s Personality Should Be Considered 124
Adaptive Selling Based on Buyer’s Style 125
You Can Classify Buying Situations 128
Technology Provides Information 130
View Buyers as Decision Makers 130
Satisfied Customers Are Easier to Sell To 134
To Buy or Not to Buy—A Choice Decision 134
Summary of Major Selling Issues 136
Key Terms for Selling 137
Sales Application Questions 137
Further Exploring the Sales World 140
Student Application Learning Exercises (SALES) 141
Selling Experiential Exercise: Is Organizational Selling for You? 141
CASES
4.1 Economy Ceiling Fans, Inc. 143
4.2 McDonald’s Ford Dealership 144
CHAPTER 5 Communication for Relationship Building: It’s Not All Talk 146
The Tree of Business Life: Communication 147
Communication: It Takes Two 148
Nonverbal Communication: Watch for It 150
Barriers to Communication 158
Master Persuasive Communication to Maintain Control 160
Summary of Major Selling Issues 168
Key Terms for Selling 168
Sales Application Questions 169
Further Exploring the Sales World 170
Selling Experiential Exercise: Listening Self-Inventory 170
CASES
5.1 Skaggs Manufacturing 173
5.2 Alabama Office Supply 174
5.3 Vernex, Inc. 175
CHAPTER 6 Sales Knowledge: Customers, Products, Technologies 1 80
The Tree of Business Life: Knowledge 181
Sources of Sales Knowledge 181
Knowledge Builds Relationships 182
Know Your Customers 183
Know Your Company 183
Know Your Product 184
Know Your Resellers 185
Advertising Aids Salespeople 185
Sales Promotion Generates Sales 188
What’s It Worth? Pricing Your Product 189
Know Your Competition, Industry, and Economy 190
Personal Computers and Selling 192
Knowledge of Technology Enhances Sales and Customer Service 192
Sales: Internet and the World Wide Web 198
Global Technology Provides Service 199
Technology Etiquette 200
Summary of Major Selling Issues 202
Key Terms for Selling 203
Sales Application Questions 204
Further Exploring the Sales World 205
Selling Experiential Exercise: How Is Your Self-Confidence? 205
Appendix: Sales Arithmetic and Pricing 208
Types of Prices 208
Discounts Lower the Price 209
Organizations: Value and ROI 214
Key Terms for Selling 216
Sales Application Questions 216
Student Application Learning Exercises (SALES) 218
CASES
6A.1 Claire Cosmetics 220
6A.2 McBath Women’s Apparel 220
6A.3 Electric Generator Corporation 221
6A.4 Frank’s Drilling Service 222
6A.5 FruitFresh, Inc. 222
CHAPTER 7 Prospecting—The Lifeblood of Selling 226
The Tree of Business Life: Prospecting 227
The Sales Process Has 10 Steps 228
Steps before the Sales Presentation 228
Prospecting—The Lifeblood of Selling 229
The Leaking Bucket Customer Concept 230
Where to Find Prospects 230
Planning a Prospecting Strategy 230
Prospecting Methods 231
Prospecting Guidelines 238
The Referral Cycle 240
Call Reluctance Costs You Money! 244
Obtaining the Sales Interview 244
Wireless E-Mail Helps You Keep in Contact and Prospect 248
Summary of Major Selling Issues 249
Key Terms for Selling 250
Sales Application Questions 250
Further Exploring the Sales World 250
Selling Experiential Exercise: Your Attitude toward Selling 251
CASES
7.1 Canadian Equipment Corporation 253
7.2 Montreal Satellites 253
CHAPTER 8 Planning the Sales Call Is a Must! 254
The Tree of Business Life: Planning 255
Strategic Customer Sales Planning—The Preapproach 258
The Prospect’s Mental Steps 267
Overview of the Selling Process 268
Summary of Major Selling Issues 269
Key Terms for Selling 270
Sales Application Questions 270
Further Exploring the Sales World 271
Selling Experiential Exercise: SMART Course Objective Setting 271
Student Application Learning Exercises (SALES) 272
CASES
8.1 Ms. Hansen’s Mental Steps in Buying Your Product 274
8.2 Machinery Lubricants, Inc. 275
8.3 Telemax, Inc. 276
CHAPTER 9 Carefully Select Which Sales Presentation Method to Use 277
The Tree of Business Life: Presentation 278
Sales Presentation Strategy 279
Sales Presentation Methods—Select One Carefully 280
The Group Presentation 288
Negotiating So Everyone Wins 291
Sales Presentations Go High-Tech 294
Select the Presentation Method, Then the Approach 294
Let’s Review before Moving On! 295
Summary of Major Selling Issues 297
Key Terms for Selling 298
Sales Application Questions 298
Further Exploring the Sales World 298
Selling Experiential Exercise: What Are Your Negotiation Skills? 298
CASES
9.1 Cascade Soap Company 300
9.2 A Retail Sales Presentation 301
9.3 Negotiating with a Friend 302
CHAPTER 10 Begin Your Presentation Strategically 303
The Tree of Business Life: The Beginning 304
What Is the Approach? 305
The Right to Approach 306
The Approach—Opening the Sales Presentation 306
Technology in the Approach 320
Is the Approach Important? 320
Using Questions Results in Sales Success 321
Is the Prospect Still Not Listening? 324
Be Flexible in Your Approach 324
Summary of Major Selling Issues 325
Key Terms for Selling 326
Sales Application Questions 326
Further Exploring the Sales World 328
Selling Experiential Exercise: Plan Your Appearance— It Projects Your Image! 328
Student Application Learning Exercises (SALES) 330
CASES
10.1 The Thompson Company 331
10.2 The Copy Corporation 331
10.3 Electronic Office Security Corporation 332
CHAPTER 11 Elements of a Great Sales Presentation 335
The Tree of Business Life: Presentation 336
The Purpose of the Presentation 336
Three Essential Steps within the Presentation 339
The Sales Presentation Mix 340
Visual Aids Help Tell the Story 349
Dramatization Improves Your Chances 349
Demonstrations Prove It 351
Technology Can Help! 354
The Sales Presentation Goal Model 354
The Ideal Presentation 355
Be Prepared for Presentation Difficulties 355
Summary of Major Selling Issues 358
Key Terms for Selling 359
Sales Application Questions 359
Further Exploring the Sales World 360
Student Application Learning Exercises (SALES) 361
CASES
11.1 Dyno Electric Cart Company 363
11.2 Major Oil, Inc. 363
11.3 Dumping Inventory: Should This Be Part of Your Presentation? 366
CHAPTER 12 Welcome Your Prospect’s Objections 368
The Tree of Business Life: Objections 369
Welcome Objections! 369
What Are Objections? 370
When Do Prospects Object? 370
Objections and the Sales Process 370
Basic Points to Consider in Meeting Objections 371
Six Major Categories of Objections 376
Techniques for Meeting Objections 385
Technology Can Effectively Help Respond to Objections! 394
After Meeting the Objection—What to Do? 394
In All Things Be Guided by the Golden Rule 397
Summary of Major Selling Issues 397
Key Terms for Selling 398
Sales Application Questions 398
Further Exploring the Sales World 399
Student Application Learning Exercises (SALES) 400
CASES
12.1 Ace Building Supplies 402
12.2 Electric Generator Corporation (B) 402
CHAPTER 13 Closing Begins the Relationship 404
The Tree of Business Life: Closing 405
When Should I Pop the Question? 406
Reading Buying Signals 406
What Makes a Good Closer? 407
How Many Times Should You Close? 409
Closing under Fire 410
Difficulties with Closing 411
Essentials of Closing Sales 411
Prepare Several Closing Techniques 413
Prepare a Multiple-Close Sequence 422
Close Based on the Situation 422
Research Reinforces These Sales Success Strategies 422
Keys to Improved Selling 426
The Business Proposition and the Close 426
Closing Begins the Relationship 426
When You Do Not Make the Sale 428
Summary of Major Selling Issues 429
Key Terms for Selling 430
Sales Application Questions 430
Further Exploring the Sales World 432
Student Application Learning Exercises (SALES) 432
CASES
13.1 Skaggs Omega 435
13.2 Central Hardware Supply 435
13.3 Furmanite Service Company—A Multiple-Close Sequence 436
13.4 Steve Santana: Pressured to Close a Big Deal 437
CHAPTER 14 Service and Follow-Up for Customer Retention 439
The Tree of Business Life: Service 440
The Importance of Service and Follow-Up 441
Building a Long-Term Business Friendship 444
Relationship Marketing and Customer Retention 447
The Product and Its Service Component 447
Customer Satisfaction and Retention 448
Excellent Customer Service and Satisfaction Require Technology 449
So, How Does Service Increase Your Sales? 449
Turn Follow-Up and Service into a Sale 450
Account Penetration Is a Secret to Success 451
Service Can Keep Your Customers 452
You Lose a Customer—Keep on Trucking 455
Returned Goods Make You a Hero 456
Handle Complaints Fairly 456
Is the Customer Always Right? 456
Build a Professional Reputation 457
Do’s and Don’ts for Business Salespeople 458
The Path to Sales Success: Seek, Knock, Ask, Serve 459
Summary of Major Selling Issues 461
Key Terms for Selling 462
Sales Application Questions 462
Further Exploring the Sales World 462
Selling Experiential Exercise: What’s Your Attitude toward Customer Service? 463
CASES
14.1 California Adhesives Corporation 465
14.2 Sport Shoe Corporation 465
14.3 Wingate Paper 466
PART IV Managing Yourself, Your Career, and Others
CHAPTER 15 Time, Territory, and Self-Management: Keys to Success 470
The Tree of Business Life: Time 471
Customers Form Sales Territories 472
Elements of Time and Territory Management 473
Summary of Major Selling Issues 486
Key Terms for Selling 487
Sales Application Questions 487
Selling Experiential Exercise 488
Further Exploring the Sales World 489
CASES
15.1 Your Selling Day: A Time and Territory Game 490
15.2 Sally Malone’s District—Development of an Account Segmentation Plan 491
CHAPTER 16 Planning, Staffing, and Training Successful Salespeople 493
The Tree of Business Life: Management 494
Transition from Salesperson to Sales Manager 495
Technology Is Needed in the Job 498
Being a First-Line Sales Manager Is a ChallengingJob 498
What Is the Salary for Management? 498
Overview of the Job 499
Sales Management Functions 500
Sales Force Planning 500
Staffing: Having the Right People to Sell 503
Training the Sales Force 513
Summary of Major Sales Management Issues 519
Key Terms for Managing 520
Sales Application Questions 520
Further Exploring the Sales World 520
Selling Experiential Exercise: What Are Your People Skills? 521
CASE
16.1 The Wilson Company: Is a Sales Manager’s Job Really for Me? 523
CHAPTER 17 Motivation, Compensation, Leadership, and Evaluation of Salespeople 525
The Tree of Business Life: Management 526
Motivation of the Sales Force 526
The Motivation Mix: Choose Your Ingredients Carefully 527
Compensation Is More Than Money 528
The Total Compensation Package 535
Nonfinancial Rewards Are Many 536
Leadership Is Important to Success 537
Performance Evaluations Let People Know Where They Stand 540
Sales Managers Use Technology 545
Summary of Major Sales Management Issues 547
Key Terms for Managing 548
Sales Application Questions 548
Further Exploring the Sales World 548
Selling Experiential Exercise: A Failure to Communicate? 548
Sales Management Quiz 549
CASES
17.1 Baxter Surgical Supplies Incorporated 551
17.2 The Dunn Corporation 552
APPENDIX A:
Sales Call Role-Plays 556
Role-Play One: Consumer Sales 556
Role-Play Two: Distributor Sales 558
Role-Play Three: Business-to-Business 561
Role-Play Four: Business-to-Business 563
APPENDIX B:
Personal Selling Experiential Exercises 566
Sell Yourself on a Job Interview 566
Résumé, Follow-Up Letter, E-Mail 568
How to Create a Portfolio 576
Sales Team Building 579
What’s Your Style—Senser, Intuitor, Thinker,
Feeler? 579
APPENDIX C:
Comprehensive Sales Cases 584
CASES
1 Zenith Computer Terminals, Inc.: Development of a Total Business Plan 584
2 Wallis Office Products: Defining New Sales Roles 588
3 United Cosmetics, Inc.: Creating a Staffing Program 591
4 Mead Envelope Company—Is a New Compensation Plan Needed? 593
5 McDonald Sporting Goods Company: Determining the Best Compensation Program 595
APPENDIX D:
Selling Globally 601
When in Rome, Do What the Romans Do 601
Customer Gift Giving in Japan 602
Respecting the Traditions of India 602
Wanted: Global Sales Managers and Salespeople 603
A Typical Sales Day in China: What to Expect 603
Little Cold Calling in Japan 604
Chinese Culture: Don’t Shy Away from Negotiating 605
Salespeople Are Making It Happen in China 606
Watch Out in Russia and China—They May Bug Your Room to Find Out Your Secrets 606
French versus American Salespeople 607
Israel—The Home Court Advantage 608
Working a Deal in the Arab World 608
The Japanese Take Relationship Selling Seriously 608
Europe and IBM—Changes Had to Be Made 609
Selling Experiential Exercise 610
APPENDIX E:
Answers to Crossword Puzzles 611
Glossary of Selling Terms 617
Notes 627
Photo Credits 632
Index 634
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