The Power of Selling, 2010a

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18. [10] Kelley Robertson, “How to Create a Powerful Sales Presentation,” About.com,http://sbinfocanada.about.com/od/salesselling/a/presentationkr.htm (accessed January 4, 2010). 19. [11] Kelley Robertson, “How to Create a Powerful Sales Presentation,” About.com,http://sbinfocanada.about.com/od/salesselling/a/presentationkr.htm (accessed January 4, 2010). 20. [12] Doug Dvorak, “How Trial Closing and Closing Techniques Can Save You Time and Help You Make More Sales,” EzineArticles, http://ezinearticles.com/?How-Trial-Closing-and-Closing-Techniques-Can- Save-You-Time-and-Help- You-to-Make-More-Sales&id=1019686(accessed May 16, 2010). 21. [13] Jim Holden, The Selling Fox (Hoboken, NJ: John Wiley and Sons, Inc., 2002), 25. 22. [14] Tom Hopkins, “Giving Champion Presentations,” Entrepreneur, February 7, 2005,http://www.entrepreneur.com/sales/presentations/article75918.html#ixzz0LqUNOCM3(accessed May 16, 2010). 23. [15] Edward Lowe Foundation, “How to Write a Sales Proposal,” eSmallOffice, 2008,http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_4000.htm (accessed May 16, 2010). 24. [16] Edward Lowe Foundation, “How to Write a Sales Proposal,” eSmallOffice, 2008,http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_4000.htm (accessed May 16, 2010). 25. [17] Kimberly Kayler, “Send Me a Proposal! Proposals Are Often a Downfall of the Sales Cycle,” AllBusiness, August 1, 2005,http://www.AllBusiness.com/manufacturing/nonmetallic-mineral-productmanufacturing/521322-1.html (accessed May 16, 2010). 26. [18] Edward Lowe Foundation, “How to Write a Sales Proposal,” eSmallOffice, 2008,http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_4000.htm (accessed May 16, 2010). 27. [19] Kimberly Kayler, “Send Me a Proposal! Proposals Are Often a Downfall of the Sales Cycle,” Concrete Construction, August 1, 2005, AllBusiness,http://www.AllBusiness.com/manufacturing/nonmetallicmineral-product-manufacturing/521322-1.html (accessed May 16, 2010). Saylor URL: http://www.saylor.org/books Saylor.org 497
28. [20] Glenn Wheaton, “Request for Proposal,” Epiq Technologies, November 20, 2008,http://www.epiqtech.com/request-for-proposal-rfp.htm (accessed May 16, 2010). 29. [21] Kimberly Kayler, “Send Me a Proposal! Proposals Are Often a Downfall of the Sales Cycle,” Concrete Construction, August 1, 2005, AllBusiness,http://www.AllBusiness.com/manufacturing/nonmetallicmineral-product-manufacturing/521322-1.html (accessed May 16, 2010). 30. [22] Kimberly Kayler, “Send Me a Proposal! Proposals Are Often a Downfall of the Sales Cycle,” Concrete Construction, August 1, 2005, AllBusiness,http://www.AllBusiness.com/manufacturing/nonmetallicmineral-product-manufacturing/521322-1.html (accessed May 16, 2010). 31. [23] Adapted from Cheryl Smith, “Writing Killer Proposals,” Edward Lowe Foundation, “How to Write a Sales Proposal,” eSmallOffice, 2008,http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_4000.htm (accessed May 16, 2010). 32. [24] “Testimonials,” Chico Real Estate, Inc.,http://www.chicorealestate.net/Testimonials.aspx (accessed May 16, 2010). Saylor URL: http://www.saylor.org/books Saylor.org 498
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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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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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Page 450 and 451: EXERCISES 1. You are preparing for
Page 452 and 453: to take off a jacket and tie than t
Page 454 and 455: EXERCISES 1. Review the clothes tha
Page 456 and 457: A good salesperson can read group d
Page 458 and 459: keeping an eye on group dynamics du
Page 460 and 461: When the five executives arrived, W
Page 462 and 463: It is also important to resist the
Page 464 and 465: salespeople who are starting out an
Page 466 and 467: won’t get read. [30] Don’t rely
Page 468 and 469: A cost-benefit analysis asks the qu
Page 470 and 471: through but (b) establishing a conn
Page 472 and 473: 2008,http://www.completeselling.com
Page 474 and 475: 36. [29] Geoff William, “The Perf
Page 476 and 477: prospect you have already met.) [4]
Page 478 and 479: You: So your IT people have regular
Page 480 and 481: In smaller sales, obtaining commitm
Page 482 and 483: unstated needs: situation, problem,
Page 484 and 485: 1. Learn the five steps of a succes
Page 486 and 487: that shows how outsourcing your bac
Page 488 and 489: to make sure you understand and hav
Page 490 and 491: information you are presenting and
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Page 494 and 495: Timing: When to Deliver Your Propos
Page 496 and 497: The most important ingredient of a
Page 500 and 501: 10.6 Selling U: Selling Yourself in
Page 502 and 503: Does this company deal in B2B or B2
Page 504 and 505: important to be honest when you res
Page 506 and 507: Interviewers often ask this questio
Page 508 and 509: Step 8: Prepare Your Wardrobe Your
Page 510 and 511: A job interview is like a sales pre
Page 512 and 513: 18. [15] Kim Richmond, Brand You, 3
Page 514 and 515: PUT YOUR POWER TO WORK: SELLING U A
Page 516 and 517: Chapter 11 Handling Objections: The
Page 518 and 519: What Are Objections? Objections, al
Page 520 and 521: what you can deliver and by when. I
Page 522 and 523: When Prospects Object While you may
Page 524 and 525: identifying his problem, and presen
Page 526 and 527: 2. Try to sell your professor on co
Page 528 and 529: 11.2 Types of Objections and How to
Page 530 and 531: Don’t say anything negative about
Page 532 and 533: When a prospect has a source object
Page 534 and 535: car has what you want. At this poin
Page 536 and 537: uild a deeper trust. [18] Just as w
Page 538 and 539: 14. [7] Felice Philip Verrecchia,
Page 540 and 541: This is another opportunity to refe
Page 542 and 543: Mention something specific that you
Page 544 and 545: Do proof your thank-you e-mail or n
Page 546 and 547: 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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