The Power of Selling, 2010a

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7. [4] Brian Johnson’s Philosophers Notes, “Inspirational Quotes: William James,”http://philosophersnotes.com/quotes/by_teacher/William%20James (accessed May 16, 2010). 8. [5] Jim Meisenheimer, “7 Things to Do to Prepare for Your First Sales Call,” EzineArticles,http://ezinearticles.com/?7-Things-to-Do-to-Prepare-For-Your-First-Sales- Call&id=2409769 (accessed May 16, 2010). 9. [6] Craig Harrison, “Warming Up to Cold Calls,” Expressions of Excellence, Fall 2001,http://www.expressionsofexcellence.com/ARTICLES/warmcoldcalls.htm (accessed July 30, 2009). 10. [7] Business Link, “Planning to Sell,” http://www.businesslink.gov.uk/bdotg/action/detail?type=RESOURCES&itemId=1081503204 (acces sed July 30, 2009). 11. [8] Thomas A. Freese, Secrets of Question Based Selling (Naperville, IL: Sourcebooks, Inc., 2003), 113. 12. [9] Thomas A. Freese, Secrets of Question Based Selling (Naperville, IL: Sourcebooks, Inc., 2003), 116. 13. [10] Jeff Thull, “How to Establish Sales Credibility: It’s Not the Stories You Tell, It’s the Questions You Ask,” MarketingProfs, February 6, 2007,http://www.marketingprofs.com/7/thull15.asp; Neil Rackham, The Spin Selling Fieldbook(New York: McGraw-Hill, 1996), 40. 14. [11] Robert Jones, “How to Make a Powerful First Impression,” Entrepreneur, November 17, 2008,http://www.entrepreneur.com/startingabusiness/selfassessment/article198622.html(accessed July 30, 2009). 15. [12] Joanna L. Krotz, “5 Steps to Hitting Your Direct Mail Targets,” Microsoft Small Business Center, http://www.google.com/search?client=safari&rls=en&q=5+steps+to+hitting+your+direct+mail+ta rgets&ie=UTF-8&oe=UTF-8 (accessed July 30, 2009). 16. [13] Sean Mize, “What’s the Most Effective First Contact with a Prospect—Email or Phone?” EzineArticles, http://ezinearticles.com/?Whats-The-Most-Effective- First-Contact-With-A-Prospect--- Email-Or-Phone?&id=1206246 (accessed July 30, 2009). 17. [14] Ray Silverstein, “How Do I Build Customer Rapport?” Entrepreneur, July 25, 2007,http://www.entrepreneur.com/management/leadership/leadershipcolumnistraysilverstein/article1 82144.html (accessed August 1, 2009). 18. [15] Katherine Toland Frith and Barbara Mueller, Advertising and Societies (New York: Peter Lang Publishing, 2003), 34. Saylor URL: http://www.saylor.org/books Saylor.org 397
19. [16] Geoffrey James, “Principles of Building Rapport,” video, March 9, 2009, BNET,http://blogs.bnet.com/salesmachine/?p=1461&tag=content;col1 (accessed August 1, 2009). 20. [17] Geoffrey James, “How to Build Rapport on the Phone,” BNET, September 18, 2007,http://blogs.bnet.com/salesmachine/?p=128&tag=content;col1 (accessed August 1, 2009). 21. [18] Geoffrey James, “How to Build Rapport on the Phone,” BNET, September 18, 2007,http://blogs.bnet.com/salesmachine/?p=128&tag=content;col1 (accessed August 1, 2009). 22. [19] Wendy Weiss, “Your Voice Is Your Instrument,” Sales Information, 2004,http://www.sales.net63.net/1134.php (accessed July 30, 2009). 23. [20] Daniel R. Boone, “Is Your Voice Selling You on the Phone?” American Salesman, August 1, 1993, AllBusiness, http://www.AllBusiness.com/marketing/direct-marketing-telemarketing/393038- 1.html (accessed July 30, 2009). 24. [21] Geoffrey James, “To Sell More, Listen to Your Voice,” BNET, September 19, 2007,http://blogs.bnet.com/salesmachine/?p=129 (accessed August 1, 2009). 25. [22] John Brennan, “Adapt Your Style to Win over the Customer,” EvanCarmichael.com,http://www.evancarmichael.com/Sales/395/Adapt-your-style-to-win-over-thecustomer.html (accessed August 1, 2009). 26. [23] John Brennan, “The Art of Adaptation,” EvanCarmichael.com,http://www.evancarmichael.com/Sales/395/The-Art-of-Adaptation.html (accessed July 30, 2009). 27. [24] Seehttp://www.bradskiles.com/yahoo_site_admin/assets/docs/Larry_Wilson.24852250.pdf(accessed May 16, 2010). 28. [25] Andrew Hampp, “Pandora Set to Expand Thanks to New Royalty Ruling,” Advertising Age, July 13, 2009, http://adage.com/mediaworks/article?article_id=137878 (accessed May 16, 2010). 29. [26] Dave Kahle, “What Are Your Views on Dress? Does it Matter?” The Kahle Way,http://www.davekahle.com/qa/dress.htm (accessed May 26, 2010). 30. [27] Dave Kahle “What Are Your Views on Dress? Does it Matter?” The Kahle Way,http://www.davekahle.com/qa/dress.htm (accessed May 16, 2010; emphasis added). Saylor URL: http://www.saylor.org/books Saylor.org 398
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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
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Informational interviews are usuall
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Bring extra copies of your résumé
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Your interviewee will most likely s
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13. [8] “Informational Interviewi
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You are meeting with a potential cu
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and is best used for communicating
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The science of consumer behavior de
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what anyone did for a living, or if
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Although recovery will be going on
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to retailers such as Foot Locker, w
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and your decisions don’t put you
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Figure 6.7 Comparison of B2C and B2
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technology will not only be expensi
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The September 2009 issue of Vanity
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An individual such as a buyer, purc
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Content,http://www.associatedconten
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The Traditional View of the Seven S
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6. Evaluating proposals. After the
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world to solve the problem. This is
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Norm Brodsky is the owner of an arc
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Traditional Seven Steps of Selling
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Figure 6.10 Nutritional Information
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Source:http://www.thedailyplate.com
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Table 6.3 FAB in Action Product Fea
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The traditional B2B buying process
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15. [10] Bryan Eisenberg, “Buying
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40. [36] Bryan Eisenberg, “Want T
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Brand Positioning Point Feature Adv
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Choose a few work samples. Select s
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A word of caution: Your professiona
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6. [2] “Job Search: Back Up Your
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You are a salesperson for an advert
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Chapter 7 Prospecting and Qualifyin
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Saylor URL: http://www.saylor.org/b
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If you’re satisfied with his resp
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happens if the customer is not inte
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and prospecting for new customers.
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16. [13] Dave Dolak, “Sales and P
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good fit. Sometimes you aren’t ac
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1. Describe the ideal customer for
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It costs five times more to attract
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If you’re a member of the America
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Forget Google for a minute. It migh
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Database or Directory Good source f
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Business journals such as the Phila
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As a salesperson, you can use trade
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isn’t a qualified prospect. For t
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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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Page 354 and 355: 13. [7] Marcel Sim, “Leveraging Y
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Page 362 and 363: 8. [2] Mark Anthony, “The Psychol
Page 364 and 365: According to Gary Duncan, principal
Page 366 and 367: SMART objectives give you the power
Page 368 and 369: 3. Assume you are a financial advis
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Page 372 and 373: 2. Assume you are the director of d
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Page 386 and 387: TEST YOUR POWER KNOWLEDGE ANSWERS 1
Page 388 and 389: The Approach: The Power of Connecti
Page 390 and 391: Communication Customization Collab
Page 392 and 393: taste in shoes. As long as the appr
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Page 400 and 401: 9.2 How to Start Off on the Right F
Page 402 and 403: Approaching by Telephone Establishi
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Page 412 and 413: in the retail environment as it is
Page 414 and 415: Customers can’t seem to stop sayi
Page 416 and 417: 1. Take the listening quiz by click
Page 418 and 419: 19. [12] Sharon Drew Morgan, “Thi
Page 420 and 421: 43. [36] Donna Siegel, “Relations
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Page 426 and 427: ing out several products for custom
Page 428 and 429: move straight into a question or cu
Page 430 and 431: 9.4 Overcoming Barriers to Success
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Page 434 and 435: 2. Imagine that you are a sales rep
Page 436 and 437: Your elevator pitch is critical bec
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Page 440 and 441: Power Wrap-Up Now that you have rea
Page 442 and 443: 3. Use your elevator pitch in a pro
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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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