Personal Selling: Building Customer Relationships and Partnerships
Edition: 3
Copyright: 2014
Pages: 564
Edition: 3
Copyright: 2014
Pages: 564
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Did you know nearly twenty percent of all college graduates, regardless of major, will start their careers in professional sales?
Now is an especially exciting and challenging time to study professional selling.
Personal Selling: Building Customer Relationships and Partnerships uses a pragmatic, up-to-date, realistic, upbeat, and professional approach to the study of personal selling (specifically business to business). The text, written in a conversational style, creates diverse “real-world” experiences for students through experiential learning such as Internet exercises, role plays, case studies, and self-assessment tools.
To help the reader relate more realistically to a new career in the business-to-business sales field, the publication includes “On the Frontlines: The Life of a Salesperson” vignettes. These features throughout the publication follow the “real-world” personal selling experiences of a recent college graduate.
Personal Selling: Building Customer Relationships and Partnerships:
- Presents considerable theoretical material and depicts practical application of the theory
- Gives many “real world” company examples that allow students to further enhance their understanding of the concepts.
- Addresses the increased importance of ethics and legal issues in personal selling and business
- Describes the use of high-tech tools and the advantages (and a few disadvantages from excessive use) to sell more efficiently and effectively.
- Embeds “Inside Personal Selling” profiles in each chapter. These profiles present salespeople from diverse backgrounds who sell diverse products for various types of organizations.
- Features several personal assessment tools for the reader to assess his/her strengths and weaknesses. Topics include those on ethics and communication styles.
PART ONE Overview of Personal Selling
CHAPTER 1 Introduction to Personal Selling: It’s a Great Career!
CHAPTER 2 Adjusting to the Dynamic Personal Selling Environment
CHAPTER 3 Ethical and Legal Considerations in Personal Selling
PART TWO The Personal Selling Process
CHAPTER 4 Prospecting and Qualifying: Filling the Salesperson’s “Pot of Gold”
CHAPTER 5 Planning the Sales Call: Steps to a Successful Approach
CHAPTER 6 Sales Presentation and Demonstration: The Pivotal Exchange
CHAPTER 7 Negotiating Sales Resistance and Objections for “Win-Win” Agreements
CHAPTER 8 Confirming and Closing the Sale: Start of the Long-Term Relationship
CHAPTER 9 Following Up and Servicing the Account: Building Strategic Partnerships by Keeping Customers Satisfied and Loyal
PART THREE Understanding and Communicating with Customers
CHAPTER 10 Understanding and Negotiating with Organizational Buyers
CHAPTER 11 Strategic Understanding of Your Company, Products, Competition, and Markets
CHAPTER 12 Communicating Effectively with Diverse Customers
PART FOUR Achieving Success in Personal Selling
CHAPTER 13 Managing Your Time and Your Territory
CHAPTER 14 Starting Your Personal Selling Career
Rolph Anderson is the Royal H. Gibson Sr. Professor of Business Administration and former Head of the Department of Marketing at Drexel University. He earned his Ph.D. from the University of Florida and his MBA and BA degrees from Michigan State University where he also was on the varsity basketball team. His primary research and publication areas are personal selling and sales management, customer relationship management, and customer loyalty. He is author or co-author of twenty textbooks, including Multivariate Data Analysis, 7th Edition, the most frequently cited text in academic marketing.
Dr. Anderson’s research has been widely published in the major refereed journals in his field, including articles in the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Experimental Education, European Journal of Marketing, Psychology & Marketing, Journal of Global Marketing, Journal of Marketing Education, Journal of Business-to-Business Marketing, Journal of Marketing Channels,Marketing Education Review, Journal of Managerial Issues, Industrial Marketing Management, Journal of Business & Industrial Marketing, Business Horizons, Journal of Historical Research in Marketing, Journal of Marketing Theory and Practice, MIT Sloan Management Review, Journal of Personal Selling & Sales Management, and others. His classic Journal of Marketing Research article on “Consumer Dissatisfaction: The Effect of Disconfirmed Expectations on Perceived Product Performance” was one of the pioneering articles in the study of customer satisfaction. In 1988, he won the national Mu Kappa Tau award for the best article published in the Journal of Personal Selling & Sales Management. In 1992, Dr. Anderson was selected for the second time by the Drexel College of Business & Administration students to receive the Faculty Appreciation Award. In 1995, he was recipient of the national “Excellence in Reviewing Award” from the editor of the Journal of Personal Selling & Sales Management. In 1998, he received the American Marketing Association Sales Special Interest Group inaugural “Excellence in Sales Scholarship Award.” He received Drexel University’s LeBow College of Business “Research Achievement” award in 2000 – 2001, and the “Academic Leadership in Textbook Publishing” award in 2003.
Dr. Anderson has served several professional organizations as an officer, including President, Southeast Institute for Decision Sciences (IDS); Board of Directors, American Marketing Association (Philadelphia Chapter); Secretary and Board of Directors, Academy of Marketing Science; Vice-President for Programming, AMA (Philadelphia Chapter); National Council, Institute for Decision Sciences; Board of Directors, Northeast IDS; and Co-Chairman, 61st International American Marketing Association Conference. Dr. Anderson is a member of the Editorial Boards of five academic journals. He also serves on the Faculty Advisory Board of the Fisher Institute for Professional Selling.
Prior to entering academia, Dr. Anderson worked in sales and managerial positions for three Fortune 500 companies. Active as a business and government consultant, he is also a retired U.S. Navy Supply Corps Captain (06). Professor Anderson’s biographical sketch appears in Who’s Who in America and Who’s Who in American Education.
Alan Dubinsky is the Dillard Distinguished Professor of Marketing at Midwestern State University and Professor Emeritus at Purdue University. He earned his Ph.D. from the University of Minnesota, as well as his MBA and BS degrees. He is a former editor of the Journal of Personal Selling & Sales Management, the leading academic journal that focuses on selling and sales management. He has authored Sales Training: An Analysis of Field Sales Techniques and co-authored Managing the Successful Sales Force and High Performers: Recruiting and Retaining Top Employees. Additionally, he has given selling skills sales training seminars to industrial salespeople, as well as marketing seminars to executives.
Dr. Dubinsky has published over 150 research articles in personal selling and sales management. They have appeared in the major journals in his field, including the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Research, Journal of Business-to-Business Marketing, Industrial Marketing Management, Journal of Personal Selling & Sales Management, Psychology & Marketing, Academy of Management Journal, Journal of Applied Psychology, Personnel Psychology, Sloan Management Review, Business Horizons, and Journal of Marketing Education.
He is co-recipient of the national Mu Kappa Tau award for the best article of the year published in the Journal of Personal Selling & Sales Management. His co-authored article titled “A Path-Analytic Study of a Model of Salesperson Performance” was designated as the best article of the year in the Journal of the Academy of Marketing Science. His article “Salesperson Failure: Sales Management is the Key,” which appeared in Industrial Marketing Management, was selected for the Annual Excellence in Research Award by the American Marketing Association Selling and Sales Management Special Interest Group. In addition, his co-authored article “Transformational and Contingent Reward Leadership: Individual, Dyad, and Group Levels of Analysis” won the outstanding article of the year award in Leadership Quarterly. His co-authored article “Sales Force Socialization” that appeared in the Journal of Marketing was voted by the AMA Sales SIG as one of the top ten most influential articles in the selling and sales management literature in the twentieth century. Furthermore, he has received the Excellence in Reviewing Award from the Journal of Personal Selling & Sales Management. He is on the Editorial Board of four academic journals.
Dr. Dubinsky has served on the faculty of seven universities. Prior to entering academia, he was a territory manager for Burroughs Corporation (now Unisys). He also spent a year in Volunteers in Service to America (VISTA), the United States’ domestic Peace Corps, as a full-time volunteer, where he coordinated volunteer programs in public elementary schools to assist at-risk students in enhancing their literacy skills.
Rajiv Mehta is a Professor of Marketing at New Jersey Institute of Technology. Previously, he served on the faculty of Loyola University New Orleans. He earned his Ph.D. in Marketing from Drexel University in 1994. He is co-author of Sales Management: Building Customer Relationships and Partnerships, 1st Edition, with Joe Hair, Rolph Anderson and Barry Babin.
Dr. Mehta’s research has been widely published in major academic journals and presented at national and international academic conferences. His research, which focuses on the areas of selling and sales management, marketing channels, and global marketing, has appeared in MIT Sloan Management Review, Journal of Business Research, Industrial Marketing Management, Journal of Personal Selling and Sales Management, Business Horizons, European Journal of Marketing, International Marketing Review, Journal of Business to Business Marketing, Journal of Business and Industrial Marketing, Journal of Marketing Channels, Journal of Global Marketing, International Journal of Physical Distribution and Logistics Management, Journal of Managerial Issues, Journal of Services Marketing, Management Bibliographies and Reviews, Journal of Shopping Center Research and others.
In 2001, his co-authored article “Leadership and Cooperation in Marketing Channels: A Comparative Empirical Analysis of the United States, Finland, and Poland,” received the award for excellence as the outstanding paper in International Marketing Review. He also received the Stanley Hollander Best Retail Research Paper Award for another co-authored article entitled “Leadership Styles, Culture, and Cooperation in Global Marketing Channels” that was published in the Journal of Shopping Center Research.
At New Jersey Institute of Technology, his contributions to teaching were recognized by the alumni when he has awarded the university-wide Robert W. Van Houten award for Teaching Excellence in 2005. He also received the University Award for Excellence in the Category of Teaching in Upper Division Undergraduate Instruction in 2004. While at Loyola University New Orleans, its College of Business Administration chose him three straight years to receive the Excellence in Research award.
Prior to entering academia, Dr. Mehta worked in sales and marketing for a major international manufacturer of steel wire ropes and cables.
Did you know nearly twenty percent of all college graduates, regardless of major, will start their careers in professional sales?
Now is an especially exciting and challenging time to study professional selling.
Personal Selling: Building Customer Relationships and Partnerships uses a pragmatic, up-to-date, realistic, upbeat, and professional approach to the study of personal selling (specifically business to business). The text, written in a conversational style, creates diverse “real-world” experiences for students through experiential learning such as Internet exercises, role plays, case studies, and self-assessment tools.
To help the reader relate more realistically to a new career in the business-to-business sales field, the publication includes “On the Frontlines: The Life of a Salesperson” vignettes. These features throughout the publication follow the “real-world” personal selling experiences of a recent college graduate.
Personal Selling: Building Customer Relationships and Partnerships:
- Presents considerable theoretical material and depicts practical application of the theory
- Gives many “real world” company examples that allow students to further enhance their understanding of the concepts.
- Addresses the increased importance of ethics and legal issues in personal selling and business
- Describes the use of high-tech tools and the advantages (and a few disadvantages from excessive use) to sell more efficiently and effectively.
- Embeds “Inside Personal Selling” profiles in each chapter. These profiles present salespeople from diverse backgrounds who sell diverse products for various types of organizations.
- Features several personal assessment tools for the reader to assess his/her strengths and weaknesses. Topics include those on ethics and communication styles.
PART ONE Overview of Personal Selling
CHAPTER 1 Introduction to Personal Selling: It’s a Great Career!
CHAPTER 2 Adjusting to the Dynamic Personal Selling Environment
CHAPTER 3 Ethical and Legal Considerations in Personal Selling
PART TWO The Personal Selling Process
CHAPTER 4 Prospecting and Qualifying: Filling the Salesperson’s “Pot of Gold”
CHAPTER 5 Planning the Sales Call: Steps to a Successful Approach
CHAPTER 6 Sales Presentation and Demonstration: The Pivotal Exchange
CHAPTER 7 Negotiating Sales Resistance and Objections for “Win-Win” Agreements
CHAPTER 8 Confirming and Closing the Sale: Start of the Long-Term Relationship
CHAPTER 9 Following Up and Servicing the Account: Building Strategic Partnerships by Keeping Customers Satisfied and Loyal
PART THREE Understanding and Communicating with Customers
CHAPTER 10 Understanding and Negotiating with Organizational Buyers
CHAPTER 11 Strategic Understanding of Your Company, Products, Competition, and Markets
CHAPTER 12 Communicating Effectively with Diverse Customers
PART FOUR Achieving Success in Personal Selling
CHAPTER 13 Managing Your Time and Your Territory
CHAPTER 14 Starting Your Personal Selling Career
Rolph Anderson is the Royal H. Gibson Sr. Professor of Business Administration and former Head of the Department of Marketing at Drexel University. He earned his Ph.D. from the University of Florida and his MBA and BA degrees from Michigan State University where he also was on the varsity basketball team. His primary research and publication areas are personal selling and sales management, customer relationship management, and customer loyalty. He is author or co-author of twenty textbooks, including Multivariate Data Analysis, 7th Edition, the most frequently cited text in academic marketing.
Dr. Anderson’s research has been widely published in the major refereed journals in his field, including articles in the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, Journal of Experimental Education, European Journal of Marketing, Psychology & Marketing, Journal of Global Marketing, Journal of Marketing Education, Journal of Business-to-Business Marketing, Journal of Marketing Channels,Marketing Education Review, Journal of Managerial Issues, Industrial Marketing Management, Journal of Business & Industrial Marketing, Business Horizons, Journal of Historical Research in Marketing, Journal of Marketing Theory and Practice, MIT Sloan Management Review, Journal of Personal Selling & Sales Management, and others. His classic Journal of Marketing Research article on “Consumer Dissatisfaction: The Effect of Disconfirmed Expectations on Perceived Product Performance” was one of the pioneering articles in the study of customer satisfaction. In 1988, he won the national Mu Kappa Tau award for the best article published in the Journal of Personal Selling & Sales Management. In 1992, Dr. Anderson was selected for the second time by the Drexel College of Business & Administration students to receive the Faculty Appreciation Award. In 1995, he was recipient of the national “Excellence in Reviewing Award” from the editor of the Journal of Personal Selling & Sales Management. In 1998, he received the American Marketing Association Sales Special Interest Group inaugural “Excellence in Sales Scholarship Award.” He received Drexel University’s LeBow College of Business “Research Achievement” award in 2000 – 2001, and the “Academic Leadership in Textbook Publishing” award in 2003.
Dr. Anderson has served several professional organizations as an officer, including President, Southeast Institute for Decision Sciences (IDS); Board of Directors, American Marketing Association (Philadelphia Chapter); Secretary and Board of Directors, Academy of Marketing Science; Vice-President for Programming, AMA (Philadelphia Chapter); National Council, Institute for Decision Sciences; Board of Directors, Northeast IDS; and Co-Chairman, 61st International American Marketing Association Conference. Dr. Anderson is a member of the Editorial Boards of five academic journals. He also serves on the Faculty Advisory Board of the Fisher Institute for Professional Selling.
Prior to entering academia, Dr. Anderson worked in sales and managerial positions for three Fortune 500 companies. Active as a business and government consultant, he is also a retired U.S. Navy Supply Corps Captain (06). Professor Anderson’s biographical sketch appears in Who’s Who in America and Who’s Who in American Education.
Alan Dubinsky is the Dillard Distinguished Professor of Marketing at Midwestern State University and Professor Emeritus at Purdue University. He earned his Ph.D. from the University of Minnesota, as well as his MBA and BS degrees. He is a former editor of the Journal of Personal Selling & Sales Management, the leading academic journal that focuses on selling and sales management. He has authored Sales Training: An Analysis of Field Sales Techniques and co-authored Managing the Successful Sales Force and High Performers: Recruiting and Retaining Top Employees. Additionally, he has given selling skills sales training seminars to industrial salespeople, as well as marketing seminars to executives.
Dr. Dubinsky has published over 150 research articles in personal selling and sales management. They have appeared in the major journals in his field, including the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, European Journal of Marketing, Journal of Business Research, Journal of Business-to-Business Marketing, Industrial Marketing Management, Journal of Personal Selling & Sales Management, Psychology & Marketing, Academy of Management Journal, Journal of Applied Psychology, Personnel Psychology, Sloan Management Review, Business Horizons, and Journal of Marketing Education.
He is co-recipient of the national Mu Kappa Tau award for the best article of the year published in the Journal of Personal Selling & Sales Management. His co-authored article titled “A Path-Analytic Study of a Model of Salesperson Performance” was designated as the best article of the year in the Journal of the Academy of Marketing Science. His article “Salesperson Failure: Sales Management is the Key,” which appeared in Industrial Marketing Management, was selected for the Annual Excellence in Research Award by the American Marketing Association Selling and Sales Management Special Interest Group. In addition, his co-authored article “Transformational and Contingent Reward Leadership: Individual, Dyad, and Group Levels of Analysis” won the outstanding article of the year award in Leadership Quarterly. His co-authored article “Sales Force Socialization” that appeared in the Journal of Marketing was voted by the AMA Sales SIG as one of the top ten most influential articles in the selling and sales management literature in the twentieth century. Furthermore, he has received the Excellence in Reviewing Award from the Journal of Personal Selling & Sales Management. He is on the Editorial Board of four academic journals.
Dr. Dubinsky has served on the faculty of seven universities. Prior to entering academia, he was a territory manager for Burroughs Corporation (now Unisys). He also spent a year in Volunteers in Service to America (VISTA), the United States’ domestic Peace Corps, as a full-time volunteer, where he coordinated volunteer programs in public elementary schools to assist at-risk students in enhancing their literacy skills.
Rajiv Mehta is a Professor of Marketing at New Jersey Institute of Technology. Previously, he served on the faculty of Loyola University New Orleans. He earned his Ph.D. in Marketing from Drexel University in 1994. He is co-author of Sales Management: Building Customer Relationships and Partnerships, 1st Edition, with Joe Hair, Rolph Anderson and Barry Babin.
Dr. Mehta’s research has been widely published in major academic journals and presented at national and international academic conferences. His research, which focuses on the areas of selling and sales management, marketing channels, and global marketing, has appeared in MIT Sloan Management Review, Journal of Business Research, Industrial Marketing Management, Journal of Personal Selling and Sales Management, Business Horizons, European Journal of Marketing, International Marketing Review, Journal of Business to Business Marketing, Journal of Business and Industrial Marketing, Journal of Marketing Channels, Journal of Global Marketing, International Journal of Physical Distribution and Logistics Management, Journal of Managerial Issues, Journal of Services Marketing, Management Bibliographies and Reviews, Journal of Shopping Center Research and others.
In 2001, his co-authored article “Leadership and Cooperation in Marketing Channels: A Comparative Empirical Analysis of the United States, Finland, and Poland,” received the award for excellence as the outstanding paper in International Marketing Review. He also received the Stanley Hollander Best Retail Research Paper Award for another co-authored article entitled “Leadership Styles, Culture, and Cooperation in Global Marketing Channels” that was published in the Journal of Shopping Center Research.
At New Jersey Institute of Technology, his contributions to teaching were recognized by the alumni when he has awarded the university-wide Robert W. Van Houten award for Teaching Excellence in 2005. He also received the University Award for Excellence in the Category of Teaching in Upper Division Undergraduate Instruction in 2004. While at Loyola University New Orleans, its College of Business Administration chose him three straight years to receive the Excellence in Research award.
Prior to entering academia, Dr. Mehta worked in sales and marketing for a major international manufacturer of steel wire ropes and cables.