The Power of Selling, 2010a

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15. [10] Bryan Eisenberg, “Buying Is Not a Rational Decision,” ClickZ, November 26, 2001,http://www.clickz.com/927221 (accessed August 1, 2009). 16. [11] Geoffrey James, “Is Your Sales Process Obsolete?” BNET, March 30, 2007,http://blogs.bnet.com/salesmachine/?p=30 (accessed August 1, 2009). 17. [12] Mark Penn, “New Info Shoppers,” January 8, 2009, Wall Street Journal,http://online.wsj.com/article/SB123144483005365353.html?mod=dist_smartbrief#(accessed August 1, 2009). 18. [13] Geoffrey James, “Is Your Sales Process Obsolete?” BNET, March 30, 2007,http://blogs.bnet.com/salesmachine/?p=30 (accessed August 1, 2009). 19. [14] BrightSightGroup, “Jeff Howe: Crowdsourcing,” video, July 6, 2008,http://www.youtube.com/watch?v=F0-UtNg3ots (accessed August 3, 2009). 20. [15] Will Park, “Apple Bans Hundreds of Spammer’s iPhone Apps,” Into Mobile, August 3, 2009, http://www.intomobile.com/2009/08/03/apple-bans-hundreds-of-spammers-iphoneapps.html (accessed August 3, 2009). 21. [16] Daniel Ionescu, “Android Market Hits 20,000 Apps Milestone,” PC World, December 16, 2009,http://www.pcworld.com/article/184808/android_market_hits_20000_apps_milestone.html (acces sed December 20, 2009). 22. [17] Trendwatching.com, http://trendwatching.com (accessed August 9, 2009). 23. [18] Bryan Eisenberg, “Buying Is Not a Rational Decision,” ClickZ, November 26, 2001,http://www.clickz.com/927221 (accessed August 1, 2009). 24. [19] “Fear of Buying,” Selling Power Sales Management eNewsletter, August 18, 2003,http://www.sellingpower.com/content/newsletter/issue.php?pc=296 (accessed March 16, 2010). 25. [20] “Fear of Buying,” Selling Power, August 18, 2003,http://www.sellingpower.com/content/newsletter/issue.php?pc=296 (accessed June 21, 2010). 26. [21] Norm Brodsky, “Listen and Earn,” Inc., March 1, 1997,http://www.inc.com/magazine/19980301/878.html (accessed August 9, 2009). 27. [22] “Beyond the B2B Buying Funnel: Exciting New Research About How Companies Make Complex Purchases,” Marketo, April 22, 2009,http://blog.marketo.com/blog/2009/04/beyond-the-b2b-buying- Saylor URL: http://www.saylor.org/books Saylor.org 269
funnel-exciting-new-research- about-how-companies-make-complex-purchases.html (accessed August 1, 2009). 28. [23] “Fear of Buying,” Selling Power, August 18, 2003,http://www.sellingpower.com/content/newsletter/issue.php?pc=296 (accessed June 21, 2010). 29. [24] “Beyond the B2B Buying Funnel: Exciting New Research About How Companies Make Complex Purchases,” Marketo, April 22, 2009,http://blog.marketo.com/blog/2009/04/beyond-the-b2b-buyingfunnel-exciting-new-research- about-how-companies-make-complex-purchases.html (accessed August 1, 2009). 30. [25] “Cash for Clunkers Launch Postponed Due to Computer Crash,” U.S. News and World Report, July 24, 2009, http://usnews.rankingsandreviews.com/cars-trucks/daily-news/090724-Breaking-News-Cash-for- Clunkers-Launch-Postponed-by-Computer-Crash(accessed August 4, 2009). 31. [26] “Fear of Buying,” Selling Power, August 18, 2003,http://www.sellingpower.com/content/newsletter/issue.php?pc=296 (accessed June 21, 2010). 32. [27] “Fear of Buying,” Selling Power, August 18, 2003,http://www.sellingpower.com/content/newsletter/issue.php?pc=296 (accessed June 21, 2010). 33. [28] Bryan Eisenberg, “Buying Is Not a Rational Decision,” ClickZ, November 26, 2001,http://www.clickz.com/927221 (accessed August 1, 2009). 34. [30] Amazon.com, http://www.amazon.com (accessed August 4, 2009). 35. [31] Charles M. Futrell, Fundamentals of Selling: Customers for Life through Service, 10th ed. (New York: McGraw-Hill Irwin, 2008), 114. 36. [32] Charles M. Futrell, Fundamentals of Selling: Customers for Life through Service, 10th ed. (New York: McGraw-Hill Irwin, 2008), 114. 37. [33] Charles M. Futrell, Fundamentals of Selling: Customers for Life through Service, 10th ed. (New York: McGraw-Hill Irwin, 2008), 114. 38. [34] Amazon.com, http://www.amazon.com (accessed August 4, 2009). 39. [35] Laura Clampitt Douglas, “Marketing Features vs. Benefits,” Entrepreneur,http://www.entrepreneur.com/magazine/homeofficemagcom/2000/december/3 4942.html(accessed August 4, 2009). Saylor URL: http://www.saylor.org/books Saylor.org 270
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This text was adapted by The Saylor
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helping you learn and succeed. In f
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Sales professionals (left to right)
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Andrew Sykes, Pharmaceutical Sales
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Chapter 1 The Power to Get What You
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Pearson-Bernard, the president and
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Mac and fries, and you always know
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Personal selling is a powerful part
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But the bigger story is the fact th
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understand the power of collaborati
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departments, according to Dennis J.
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At times, however, sales and market
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6. [4] Bureau of Economic Analysis,
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Chapter 6 "Why and How People Buy:
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Resource Description information. J
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Choosing a career direction and wri
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managed your costs and time. Every
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Now that you have read this chapter
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2. Write your personal mission stat
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garage in 1976. Jobs said, “I was
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Contrary to popular belief, speakin
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evealed that boomers are more likel
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many can put it all together.” [2
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phone?” No techno-talk, no slick
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A good salesperson does more than s
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18. [13] Margaret Norton, “Is the
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Toshiba to manufacture laptop compu
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Types of B2B and B2C Selling When y
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outside salesperson. Inside salespe
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Title Description Industries manage
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Selling Power Magazine “50 Best C
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You’ve now seen how B2B, B2C, and
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want to focus on making a contribut
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14. [7] Justin Sorkin, “AT&T Urgi
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lasting impression. If you think yo
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Figure 2.8 Standard Résumé Incorp
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Now, it’s time to put your brand
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Step 4: Write Your Bullet Points On
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Consider the difference between the
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1. First paragraph. Introduction an
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Step 3: Write Your Cover Letter Wit
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Saylor URL: http://www.saylor.org/b
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KEY TAKEAWAYS Your résumé and co
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Now it’s time to put what you’v
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The Power of Building Relationships
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ather than what you want to sell he
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single man could and should be nurt
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For example, many companies offer l
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Trust Me “The check is in the mai
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No one likes to deliver bad news. B
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according to Tim Conner, sales trai
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irthday celebration went, or even j
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A solid relationship is essential,
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29. [24] Tom Reilly, “Relationshi
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than your friends? Do you speak to
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opinions in their decision making.
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Expressives are creative and can se
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thanks.” It’s important to note
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16. [13] Barton A. Weitz, Stephen B
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providing an excellent method to ne
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Jon: Have you talked to anyone at U
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down an otherwise promising job can
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Search the social networking job bo
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7. [3] Meredith Levinson, “How to
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Role: Pharmaceutical sales manager
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7. Be professional; focus on facts
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eliefs and moral conduct. [6] Your
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marketing at the University of Notr
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Ethical Dilemmas in Business Not al
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just like personal ethics, mean doi
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attached. You might miss the opport
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Religion Values provide your person
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You learned about creating your per
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These ten things are the principles
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Ludwig, author ofPower Selling, exp
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At some point in your selling caree
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o o Simon Cowell Angelina Jolie 4.
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21. [19] Julie Creswell and Landon
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44. [42] FedEx, “Company Informat
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Conduct, for example, explains when
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Family interests create a conflict
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documents related to that fact, led
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come face-to-face with these differ
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9. [3] Starbucks, Business Ethics a
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Selling Yourself versus Stretching
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You: Well, I’ve been trying to ge
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Figure 4.4Sample References Letters
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Now that you have read this chapter
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2. What influences your values? Mak
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has often been referred to as a sof
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The same thing can happen in a sell
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Figure 5.3 Letter of Apology from J
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you receive the check. Specificity
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Take notes. While it may seem like
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Figure 5.4 The Impact of Intonation
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Touch Space or proximity Dress Mul
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Touch neck: insecurity Crossed legs
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extra time to review before you sen
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EXERCISES 1. Choose an advertisemen
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22. [13] Patricia M. Buhler, “Man
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and established practices aren’t
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Etiquette Tips for Conversations, M
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The purpose of a business breakfast
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Now, we’re seeing a bit of a reve
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Don’t leave a long, rambling voic
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Proper etiquette is a necessity in
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10. [4] Kim Richmond, “Poll: Entr
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31. [25] Patrick Welsh, “Txting A
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An informational interview is exact
Page 220 and 221: Informational interviews are usuall
Page 222 and 223: Bring extra copies of your résumé
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Page 228 and 229: You are meeting with a potential cu
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Page 232 and 233: The science of consumer behavior de
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Page 236 and 237: Although recovery will be going on
Page 238 and 239: to retailers such as Foot Locker, w
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Page 242 and 243: Figure 6.7 Comparison of B2C and B2
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Page 248 and 249: An individual such as a buyer, purc
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Page 252 and 253: The Traditional View of the Seven S
Page 254 and 255: 6. Evaluating proposals. After the
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Page 258 and 259: Norm Brodsky is the owner of an arc
Page 260 and 261: Traditional Seven Steps of Selling
Page 262 and 263: Figure 6.10 Nutritional Information
Page 264 and 265: Source:http://www.thedailyplate.com
Page 266 and 267: Table 6.3 FAB in Action Product Fea
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Page 272 and 273: 40. [36] Bryan Eisenberg, “Want T
Page 274 and 275: Brand Positioning Point Feature Adv
Page 276 and 277: Choose a few work samples. Select s
Page 278 and 279: A word of caution: Your professiona
Page 280 and 281: 6. [2] “Job Search: Back Up Your
Page 282 and 283: You are a salesperson for an advert
Page 284 and 285: Chapter 7 Prospecting and Qualifyin
Page 286 and 287: Saylor URL: http://www.saylor.org/b
Page 288 and 289: If you’re satisfied with his resp
Page 290 and 291: happens if the customer is not inte
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Page 294 and 295: 16. [13] Dave Dolak, “Sales and P
Page 296 and 297: good fit. Sometimes you aren’t ac
Page 298 and 299: 1. Describe the ideal customer for
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Page 302 and 303: If you’re a member of the America
Page 304 and 305: Forget Google for a minute. It migh
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Page 314 and 315: Business journals such as the Phila
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egin prospecting for another lead a
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latest Google search results based
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KEY TAKEAWAYS Prospecting takes c
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21. [15] Paige Palmateer, “Inaugu
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employment agencies. This is a fair
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you might or might not find later o
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Local business journals, like the P
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Business Directories and Databases
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sites to gather stats. Publicly hel
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3. When a customer says, “It’s
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9. There are several business journ
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service in order to make a decision
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Listing your goals in writing befor
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Sporting Goods, Dick’s Sporting G
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presentation. For instance, you mig
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the company also has a communicatio
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companies or people he has worked w
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13. [7] Marcel Sim, “Leveraging Y
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play MP3s, store a day planner, sur
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for instance—can often be a surpr
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question early on in the sales call
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8. [2] Mark Anthony, “The Psychol
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According to Gary Duncan, principal
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SMART objectives give you the power
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3. Assume you are a financial advis
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order. For example, Szaky knows tha
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2. Assume you are the director of d
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tool, in combination with five othe
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on your part. If one of your target
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SMEI http://smei.associationcareern
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Internships and professional organi
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Use networking sites like LinkedIn
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You can determine SMART precall obj
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TEST YOUR POWER KNOWLEDGE ANSWERS 1
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The Approach: The Power of Connecti
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Communication Customization Collab
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taste in shoes. As long as the appr
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you will read more about the dos an
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included fifteen-second audio spots
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7. [4] Brian Johnson’s Philosophe
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9.2 How to Start Off on the Right F
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Approaching by Telephone Establishi
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uilding up your wardrobe so that yo
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prospect’s name in the heading an
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new contacts: “I thought you migh
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stop by on Tuesday morning so we ca
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in the retail environment as it is
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Customers can’t seem to stop sayi
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1. Take the listening quiz by click
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19. [12] Sharon Drew Morgan, “Thi
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43. [36] Donna Siegel, “Relations
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fewer paper jams than any other cop
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contact you. She thought your compa
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ing out several products for custom
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move straight into a question or cu
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9.4 Overcoming Barriers to Success
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to go through the gatekeeper first.
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2. Imagine that you are a sales rep
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Your elevator pitch is critical bec
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ask the person for their business c
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Power Wrap-Up Now that you have rea
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3. Use your elevator pitch in a pro
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about to connect in an exciting way
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presentations to their prospect’s
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will you have to find a parking gar
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EXERCISES 1. You are preparing for
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to take off a jacket and tie than t
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EXERCISES 1. Review the clothes tha
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A good salesperson can read group d
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keeping an eye on group dynamics du
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When the five executives arrived, W
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It is also important to resist the
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salespeople who are starting out an
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won’t get read. [30] Don’t rely
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A cost-benefit analysis asks the qu
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through but (b) establishing a conn
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2008,http://www.completeselling.com
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36. [29] Geoff William, “The Perf
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prospect you have already met.) [4]
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You: So your IT people have regular
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In smaller sales, obtaining commitm
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unstated needs: situation, problem,
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1. Learn the five steps of a succes
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that shows how outsourcing your bac
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to make sure you understand and hav
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information you are presenting and
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a call to action that asks the pros
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Timing: When to Deliver Your Propos
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The most important ingredient of a
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18. [10] Kelley Robertson, “How t
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10.6 Selling U: Selling Yourself in
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Does this company deal in B2B or B2
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important to be honest when you res
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Interviewers often ask this questio
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Step 8: Prepare Your Wardrobe Your
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A job interview is like a sales pre
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18. [15] Kim Richmond, Brand You, 3
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PUT YOUR POWER TO WORK: SELLING U A
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Chapter 11 Handling Objections: The
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What Are Objections? Objections, al
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what you can deliver and by when. I
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When Prospects Object While you may
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identifying his problem, and presen
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2. Try to sell your professor on co
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11.2 Types of Objections and How to
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Don’t say anything negative about
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When a prospect has a source object
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car has what you want. At this poin
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uild a deeper trust. [18] Just as w
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14. [7] Felice Philip Verrecchia,
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This is another opportunity to refe
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Mention something specific that you
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Do proof your thank-you e-mail or n
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Thank-you notes are a reflection of
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You understand how to use a follow-
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3. A prospect may object at any tim
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salesperson who continues to follow
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Relationship selling doesn’t work
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http://www.bestsampleletters.com/sa
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Web site so unique is that you can
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a negative impact on the company’
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6. Imagine that you are a sales rep
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28. [22] Tamara Monosoff, “Focus
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asking customers what they think ca
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(scores of 7 to 8), reflect poorly
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14. [8] Rob Markey, Fred Reichheld,
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Plan your route. Even though you pr
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1. Assume you just accepted a job o
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You can identify ways to add value
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2. Identify someone who already wor
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unstructured, and sometimes unpredi
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his insights to help you be success
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Procurement or product development
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Figure 14.3 Activities of Salespeop
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Poor planning. Avoid getting caught
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Being successful in sales doesn’t
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one of the components of the compen
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draw. This is an advance against fu
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some performance KPIs and conversio
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KPI Name Calculation KPI Goal Avera
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Activity Color (Red, Yellow, Green)
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Activity Comments Time to complete
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[10] Data from Gerald L. Manning, B
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[32] Jim Kahrs, “Sales Compensati
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passion and desire he played with,
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It may seem counterintuitive, but t
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It’s virtually impossible to be s
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3. Assume you are a designer and yo
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2005,http://kansascity.bizjournals.
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find the right internship to help y
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Your campus career center and facul
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eight hours for every twenty-four-h
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Professional Organization Informati
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8. [5] Kim Richmond, Brand You, 3rd
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7. Is it possible for an employer t
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sites and review the mission, event
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15.1 The Power of Entrepreneurship
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Approximately 75 percent of new job
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These facts reflect the importance
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Tech-savvy teenagers are starting o
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Best Social Entrepreneurs View the
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View Entrepreneur magazine’s list
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2008, http://www.america.gov/st/bus
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43. [40] Scott A. Shane, “Failure
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a business plan are standard. The f
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Private investors may want to have
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When you present your business plan
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Entrepreneur: Noah Lehmann-Haupt Ho
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Entrepreneur: Jeremy Bloom Article:
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Resource Name and Web Site Descript
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Resource Name and Web Site Descript
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You can describe the impact that en
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3. Free market system is an economy
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