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Pearson MyLab
TM

Improving Results

Selling Today
A proven way to help individual students achieve the
goals that educators set for their course.

Engaging Experiences
Dynamic, engaging experiences that personalize
and activate learning for each student.

An Experienced Partner
From Pearson, a long-term partner with a true grasp
of the subject, excellent content, and an eye on the
future of education.

Create Value
Partnering to
Selling Today
www.pearsonhighered.com Fourteenth Partnering to Create Value Fourteenth Edition
Edition
ISBN-13: 978-0-13-447740-4
ISBN-10: 0-13-447740-5
9 0 0 0 0
MANNING
MANNING AHEARNE
AHEARNE
9 780134 477404 REECE REECE
 Brief Contents

Preface  xix
Acknowledgments  xxviii
About the Authors   xxxii

Part 1 Developing a Personal Selling Philosophy   3

Chapter 1 Relationship Selling Opportunities in the Information
Economy  4
Chapter 2 Evolution of Selling Models That Complement the Marketing
Concept  29

Part 2 Developing a Relationship Strategy   49

Chapter 3 Ethics: The Foundation for Partnering Relationships
That Create Value   50
Chapter 4 Creating Value with a Relationship Strategy   73
Chapter 5 Communication Styles: A Key to Adaptive Selling Today   91

Part 3 Developing a Product Strategy   115

Chapter 6 Creating Product Solutions   116
Chapter 7 Product-Selling Strategies That Add Value   134

Part 4 Developing a Customer Strategy   153

Chapter 8 The Buying Process and Buyer Behavior   154
Chapter 9 Developing and Qualifying Prospects and Accounts   174

Part 5 Developing a Presentation Strategy   199

Chapter 10 Approaching the Customer with Adaptive Selling   200
Chapter 11 Determining Customer Needs with a Consultative
Questioning Strategy  223
Chapter 12 Creating Value with the Consultative Presentation   247
Chapter 13 Negotiating Buyer Concerns   271
Chapter 14 Adapting the Close and Confirming the Partnership   293
Chapter 15 Servicing the Sale and Building the Partnership   311

Part 6 Management of Self and Others   333

Chapter 16 Opportunity Management: The Key to Greater Sales
Productivity  334
Chapter 17 Management of the Sales Force   353
Appendix 1 Reality Selling Today Role Plays and Video Scenarios   371
Appendix 2 CRM Reports  395
Appendix 3 Selling Today  419

Endnotes  487
Glossary  505
Name Index  511
Subject Index  517

vii

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This page intentionally left blank
 Contents

Preface  xix
Acknowledgments  xxviii
About the Authors   xxxii

PART 1 Developing a Personal Selling Philosophy   3

Chapter 1 Relationship Selling Opportunities in the Information
Economy  4
Personal Selling Today—A Definition and a Philosophy   5
Emergence of Relationship Selling in the Information Economy   5
Major Advances in Information Technology and Electronic Commerce   6
Strategic Resource Is Information   6
Business Is Defined by Customer Relationships   6
Sales Success Depends on Creating and Adding Value   7
Considerations for a Future in Personal Selling   7
Wide Range of Employment Opportunities   8
Activities Performed by Salespeople   8
Freedom to Manage One’s Own Time and Activities   9
Titles Used in Selling Today   9
Above-Average Income  9
Above-Average Psychic Income   10
Opportunity for Advancement  10
Opportunities for Women  10
Employment Settings in Selling Today   11
Selling through Channels   12
Career Opportunities in the Service Channel   12
Career Opportunities in the Business Goods Channel   14
Career Opportunities in the Consumer Goods Channel   15
Selling Skills—One of the “Master Skills for Success” in the Information
Age  17
Knowledge Workers in the Information Economy   18
Managerial Personnel  18
Professionals  18
Entrepreneurs and Small Business Owners   19
Marketing Personnel and Customer Service Representatives   20
Learning to Sell   20
Corporate-Sponsored Training  20
Training Provided by Commercial Vendors   21
Certification Programs  21
College and University Courses   24
Chapter Learning Activities  25  •  Reviewing Key Concepts  25  •  Key Terms  25  
•  Review Questions  26  •  Application Exercises  26  •  Role-Play Exercise  27  
•   Reality Selling Case Problem—Alex Homer/Tom James Company   27  •  Partnership
Selling: A Role-Play  28

ix

A01_MANN7404_14_SE_FM.indd 9 08/10/16 11:43 AM

 x    CONTENTS

Chapter 2 Evolution of Selling Models That Complement the

Marketing Concept  29
Marketing Concept Requires New Selling Models   30
Evolution of the Marketing Concept   31
Marketing Concept Yields Marketing Mix   32
Important Role of Personal Selling   32
Evolution of Consultative Selling   33
Evolution of Strategic Selling   35
Strategic/Consultative–Selling Model  35
Evolution of Partnering   40
Strategic Selling Alliances—The Highest Form of Partnering   40
Partnering Is Enhanced with High Ethical Standards   42
Partnering Is Enhanced with Customer Relationship Management   42
Value Creation—The New Selling Imperative   43
Chapter Learning Activities  43  •  Reviewing Key Concepts  43  
• Key Terms  44  •  Review Questions  44  •  Application Exercises  45
• Role-Play Exercise  45  •   Reality Selling Video Case Problem—Ryan Guillory/
Independent Consultant (TWFG)   45

PART 2 Developing a Relationship Strategy   49

Chapter 3 Ethics: The Foundation for Partnering Relationships
That Create Value   50
Developing a Relationship Strategy for
Partnering Style Selling   51
Issues Challenging the Ethics of Salespeople   52
Factors Influencing Ethical Decision Making of Salespeople   53
Influences in a Global Economy   53
Influence of Senior Management   54
Influence of Company Policies and Practices   55
Influence of the Sales Manager   59
Influence of the Salesperson’s Personal Values   59
Influence of Laws, Contracts, and Agreements   60
Building Trust with the Transactional, Consultative and
Strategic Alliance Buyer  61
Making Ethical Decisions That
Build Selling Relationships   62
Influence of Character in Ethical Decision Making   62
The Erosion of Character on Ethical Decision Making   62
Developing a Personal Code of Ethics That Adds Value   65
Chapter Learning Activities  66  •  Reviewing Key Concepts  66  
• Key Terms  67  •  Review Questions  67
• Ethics Application Exercises  68  •  Role-Play Exercise  71
• Reality Selling Video Case Problem: Edith Botello/Mattress Firm   71

Chapter 4 Creating Value with a Relationship Strategy   73

Relationships Add Value   73
Partnering—The Highest-Quality Selling Relationship   74
Relationship Strategies Focus on Four Key Groups   75
Adapting the Relationship Strategy   76
Thought Processes That Enhance Your Selling
Relationship Strategy  77
Self-Concept—An Important Dimension of the Relationship Strategy   77
The Win-Win Philosophy  78
Empathy and Ego Drive   78

A01_MANN7404_14_SE_FM.indd 10 08/10/16 11:43 AM

 CONTENTS    xi

Verbal and Nonverbal Strategies That Add Value to Your Selling

Relationships  79
Adding Value with Nonverbal Messages   79
Impact of Appearance on Relationships   82
Impact of Voice Quality on Relationships   82
Impact of Etiquette on Your Relationships   83
Conversational Strategies That Enhance Relationships   84
Comments on Here and Now Observations   85
Compliments  85
Search for Mutual Acquaintances or Interests   85
Self-Improvement Strategies That Add Value   85
Chapter Learning Activities  86  •  Reviewing Key Concepts  86  •  Key Terms  87  
•  Review Questions  87  •  Application Exercises  87  •  Role-Play Exercise  89  
•   Reality Selling Video Case Problem—Susana Rosas/CB Richard Ellis   89

Chapter 5 Communication Styles: A Key to Adaptive Selling Today   91

Communication Styles—An Introduction to Adaptive Selling   92
Communication Style Bias   92
Communication Style Principles   93
Improving Your Relationship Selling Skills   93
Communication Style Model   94
Dominance Continuum  94
Sociability Continuum  95
Four Styles of Communication   96
Popularity of the Four-Style Model   102
Determining Your Communication Style   103
An Online Assessment of Your Communication Style   103
Minimizing Communication Style Bias   103
How Communication Style Bias Develops and Erodes Partnering Relationships   104
Adaptive Selling Requires Versatility That Builds Strong Relationships   104
Building Strong Relationships Through Style Flexing   107
Building Relationships with Emotive Customers   108
Building Relationships with Directive Customers   108
Building Relationships with Reflective Customers   109
Building Relationships with Supportive Customers   109
Word of Caution   109
Chapter Learning Activities  110  •  Reviewing Key Concepts  110  •  Key Terms  110  
•  Review Questions  111  •  Application Exercises  111  •  Role-Play
Exercise  112  •   Adaptive Selling Case Problem—Ray Perkins/Grant Real Estate   112

PART 3 Developing a Product Strategy   115

Chapter 6 Creating Product Solutions   116
Developing Product Solutions That Add Value   117
Selling Solutions  117
Explosion of Product Options   118
Creating Solutions with Product Configuration   118
Preparing Written Proposals  119
Becoming a Product Expert   119
Product Development and Quality Improvement Processes   120
Performance Data and Specifications   121
Maintenance and Service Contracts—Servicing the Sale   121
Pricing and Delivery   121
Become a Company Expert   123
Company Culture and Organization   123
Company Support for Product   124

A01_MANN7404_14_SE_FM.indd 11 08/10/16 11:43 AM

 xii    CONTENTS

Become the Industry Expert—Know Your Competition   124

Develop and Communicate a Healthy Attitude toward Your Competition   125
Sources of Product, Company and Industry Information   125
Web-Based Sources, Catalogs, and Marketing-Related Sales Support Information   126
Engage in Plant Tours   126
Build Strong Relationships with Internal Sales and Sales Support Team Members   126
Today’s Wired Customers Have a Lot of Product, Competitive, and Industry
Knowledge  126
Researching and Using Products   127
Reading and Studying Publications   127
Word of Caution   127
Creating Value with a Feature–Benefit Strategy   127
Distinguish between Features and Benefits   128
Use Bridge Statements   128
Identify Features and Benefits   129
Avoiding Information Overload   129
Chapter Learning Activities  130  •  Reviewing Key Concepts  130  •  Review
Questions  131  •  Application Exercises  131  •  Role-Play Exercise  132  
•   Reality Selling Video Case Problem—Amy Vandaveer/Texas Monthly  132  
•  Partnership Selling: A Role-Play  133

Chapter 7 Product-Selling Strategies That Add Value   134

Product Positioning—In a Competitive Marketplace   135
Essentials of Product Positioning   135
Salesperson’s Role in Product Differentiation   135
Custom Fitting and Communicating the Value Proposition   136
The Three-Dimensional (3-D) Product Solutions Selling Model   137
Product-Positioning Strategies to Sell New (vs. Mature), and Low-Priced
(vs. Value-Added) Products  138
Selling New Products Versus Well-Established Products   139
Selling Products with a Price Strategy   142
Selling Your Product with the Value-Added Product-Selling Model   144
Value Creation Product Strategies for Transactional, Consultative, and Strategic Alliance
Buyers  147
Chapter Learning Activities  148  •  Reviewing Key Concepts  148  
•  Key Terms  148  •  Review Questions  149  •  Application Exercises  149  
•  Role-Play Exercise  149  •   Reality Selling Case Problem: Selling New Products at
Steelcase  150

PART 4 Developing a Customer Strategy   153

Chapter 8 The Buying Process and Buyer Behavior   154
Developing a Customer Strategy   155
Adding Value with a Customer Strategy   155
Complex Nature of Customer Behavior   156
Consumer Versus Business Buyers   156
Types of Business Buying Situations   157
Types of Consumer Buying Situations   158
Achieving Alignment with the Customer’s Buying Process   158
Steps in the Typical Buying Process   159
Understanding the Buying Process of the Transactional, Consultative,
and Strategic Alliance Buyer   161
Transactional Process Buyer   161
Consultative Process Buyer   161
Strategic Alliance Process Buyer   162
The Buyer Resolution Theory   162

A01_MANN7404_14_SE_FM.indd 12 08/10/16 11:43 AM

 Contents    xiii

Understanding Buyer Behavior   163

Basic Needs That Affect Buyer Behavior   163
Group Influences That Affect Buying Decisions   165
Perception—How Customer Needs Are Formed   166
Buying Motives  167
Chapter Learning Activities  170  • Reviewing Key Concepts 170  
• Key Terms 170  • Review Questions 171  • Application Exercises 171  
• Role-Play Exercise 171  • Reality Selling Video Case Problem—Ashley Pineda/
PulteGroup  172

Chapter 9 Developing and Qualifying Prospects and Accounts   174

Prospecting and Account Development—an Introduction   175
Importance of Prospecting and Account Development   176
Prospecting and Account Development Requires Planning   177
Account Development and Prospecting Plans Must Be Assessed Often   178
Sources of Prospects and Accounts   178
Referrals 178
Centers of Influence, Friends, and Family Members 179
Directories  180
Trade Publications 180
Trade Shows and Special Events 180
Telemarketing and E-Mail 181
Direct-Response Advertising and Sales Letters 182
Website 182
Computerized Database 182
Cold Calling  183
Networking  184
Educational Seminars 185
Prospecting and Account Development by Nonsales Employees 185
Combination Approaches 186
Qualifying Prospects and Accounts   186
Collecting and Organizing Account and Prospect Information   187
Sales Intelligence 187
Managing the Account and Prospect Base   189
Portfolio Models 189
Sales Process Models 190
Pipeline Management, Pipeline Analytics, and Pipeline Dashboards 191
Chapter Learning Activities 192  • Reviewing Key Concepts 192  
• Key Terms 193  • Review Questions 193  • Application Exercises 193  
• Role-Play Exercise 194  • Reality Selling Video Case Problem—Dave Levitt/
Salesforce.com 194  • Regional Accounts Management Case Study Chapters 9–15
Real-World Sales Assignments! 195

Part 5 Developing a Presentation Strategy   199

Chapter 10 Approaching the Customer with Adaptive Selling   200
Developing The Presentation Strategy   201
Presentation Strategy Adds Value 202
Planning The Preapproach  202
Establishing Presentation Objectives 203
Team Selling Presentation Strategies   203
Strategies for Selling to a Buying Committee 205
Adaptive Selling: Builds on Four Strategic Areas of Personal Selling   205
Developing the Six-Step Presentation Plan   206
Planning the Presentation   207
Adapting the Presentation Plan to the Customer’s Buying Process   208

A01_MANN7404_14_SE_FM.indd 13 14/10/16 11:25 AM

 xiv    CONTENTS

The Approach  208
The Telephone Contact  209
The Social Contact—Building Rapport   211
The Business Contact   213
Converting the Prospect’s Attention and Arousing Interest   213
Agenda Approach  214
Product Demonstration Approach  214
Referral Approach  214
Customer Benefit Approach  214
Question Approach  215
Survey Approach  215
Premium Approach  216
Combination Approaches  217
Coping with Sales Call Reluctance   217
Selling to the Gatekeeper   218
Chapter Learning Activities  218  •  Reviewing Key Concepts  218  
•  Key Terms  219  •  Review Questions  219  •  Application Exercises  220  
•  Role-Play Exercise  220  •   Reality Selling Video Case Problem—Alim Hirani/Hilti
Corporation  220  •  Partnership Selling: A Role-Play  222

Chapter 11 Determining Customer Needs with a Consultative

Questioning Strategy  223
The Consultative Sales Process Adds Value   224
The Four-Part Need-Satisfaction Model   225
Part One—Need Discovery   225
Part Two—Selection of the Solution   226
Part Three—Need Satisfaction Through Informing, Persuading, or Reminding   226
Part Four—Servicing the Sale   226
Creating Value with Need Discovery   227
Need Discovery—Asking Questions   228
The Four-Part Consultative Questioning Strategy   229
Qualifying to Eliminate Unnecessary Questions   235
Need Discovery—Listening and Acknowledging the Customer’s
Response  235
Need Discovery—Establishing Buying Motives   237
Selecting Solutions that Create Value   237
Selecting Solutions—Match Specific Benefits with Buying Motives   238
Selecting Solutions—Product Configuration   238
Selecting Solutions—Make Appropriate Recommendations   239
Need Discovery and the Transactional Buyer   240
Involving the Prospect in the Need Discovery   240
Transitioning to the Presentation   241
Planning and Execution—Final Thoughts   241
Chapter Learning Activities  242  •  Reviewing Key Concepts  242  
•  Key Terms  242  •  Review Questions  243  •  Role-Play Application Exercises
for “Questioning” Video Series  243  •   Reality Selling Case Problem—Debora Karish/
Amgen  244  •  Partnership Selling: A Role-Play  246

Chapter 12 Creating Value with the Consultative Presentation   247

Need Satisfaction—Selecting a Consultative Presentation Strategy   248
Need Satisfaction—The Informative Presentation Strategy   248
Need Satisfaction—The Persuasive Presentation Strategy   249
Need Satisfaction—The Reminder Presentation Strategy   249
Guidelines for Creating a Presentation That Adds Value   250
Adapt the Presentation to Meet Unique Needs of the Customer   251
Cover One Idea at a Time and Use an Appropriate Amount of Detail   252

A01_MANN7404_14_SE_FM.indd 14 08/10/16 11:43 AM

 CONTENTS    xv

Use Proof Devices to Demonstrate Buyer Benefits   252

Appeal to as Many Senses as Appropriate   253
Balance Telling, Showing, and Involvement   253
Develop Creative Presentations   253
Consider the Use of Humor—in Moderation   254
Choose the Right Setting   254
Document the Value Proposition   254
Quantify the Solution   255
Check Sales Tools  255
Summarize Major Points   255
Guidelines for a Persuasive Presentation Strategy That Adds Value   255
Place Special Emphasis on the Relationship   256
Target Emotional Links and Use a Persuasive Vocabulary   256
Sell Specific Benefits and Obtain Customer Reactions   257
Use of Showmanship   257
Minimize the Negative Impact of Change   257
Place the Strongest Appeal at the Beginning or End   258
Use the Power of Association with Metaphors, Stories, and Testimonials   258
Guidelines for a Group Sales Presentation   258
Enhancing the Group Presentation with Mental Imagery   259
Video or Media Enhanced Presentation Fundamentals   259
Selling Tools for Effective Demonstrations   260
Product and Plant Tours   260
Models  261
Photos, Illustrations, and Brochures   261
Portfolios  261
Reprints  261
Catalogs  262
Graphs, Charts, and Test Results   262
Bound Paper Presentations   262
Tablets, Laptop Computers and Demonstration Software   263
Rehearse the Presentation   264
Plan for the Dynamic Nature of the Consultative Sales Presentation   264
Chapter Learning Activities  266  •  Reviewing Key Concepts  266  
•  Key Terms  266  •  Review Questions  267  •  Application Exercises  267  
•  Role-Play Exercise  267  •  Reality Selling Case Problem—Chris Wylie/Ecolab  267  
•  Partnership Selling: A Role-Play  269

Chapter 13 Negotiating Buyer Concerns   271

Formal Integrative Negotiation—Part of the Win-Win Relationship
Strategy  272
Negotiation Is a Process   273
Planning for Formal Negotiations   274
Conducting the Negotiation Session   276
Know When to Walk Away   278
Common Types of Buyer Concerns   279
Concerns Related to Need for the Product   279
Concerns About the Product or Services   279
Concerns Related to Source   279
Concerns Related to Time   280
Concerns Related to Price   280
Specific Methods of Negotiating Buyer Concerns   281
Direct Denial  281
Indirect Denial  281
Questions  282
Superior Benefit  282

A01_MANN7404_14_SE_FM.indd 15 08/10/16 11:43 AM

 xvi    CONTENTS

Demonstration  282
Trial Offer  282
Third-Party Testimony  283
Postpone Method  283
Creating Value During Formal Negotiations   284
How to Deal with Price Concerns   284
Negotiating Price with a Low-Price Strategy   286
Working with Buyers Trained in Formal Negotiation   286
Budget Limitation Tactic  286
Take-It-or-Leave-It Tactic  286
Let-Us-Split-the-Difference Tactic  286
“If … Then” Tactic   286
“Sell Low Now, Make Profits Later” Tactic   287
Chapter Learning Activities  287  •  Reviewing Key Concepts  287  •  Key
Terms  288  •  Review Questions  288  •   “Negotiations: Solving the Tough
Problems” Video Application Exercises   288  •  Role-Play Exercise  289  •  Reality
Selling Video Case Problem—Heather Ramsey/Marriott International   289  •  Partnership
Selling: A Role-Play  291

Chapter 14 Adapting the Close and Confirming the Partnership   293

Adapting the Close—an Attitude that Adds Value   293
Review the Value Proposition From the Prospect’s Point of View   294
Closing the Sale—The Beginning of the Partnership   295
Guidelines for Closing the Sale   295
Focus on Dominant Buying Motives   295
Longer Selling Cycles and Incremental Commitments   296
Negotiating the Tough Points Before Attempting the Close   297
Avoid Surprises at the Close   297
“Tough-Mindedness”—Displaying a High Degree of Self-Confidence at the Close   297
Ask for the Order More Than Once   297
Recognize Closing Clues   297
Specific Methods for Closing the Sale   299
Trial Close  299
Direct Appeal Close  300
Assumptive Close  300
Summary-of-Benefits Close  301
Special Concession Close   302
Multiple Options Close   302
Balance Sheet Close   302
Management Close  303
Impending Event Close   303
Combination Closes  303
Adapting to the Customer’s Communication Style   303
Practice Closing  304
Confirming the Partnership When the Buyer Says Yes   304
What to Do When the Buyer Says No   305
Chapter Learning Activities  306  •  Reviewing Key Concepts  306  
•  Key Terms  307  •  Review Questions  308  •  Application Exercises  308  
•  Role-Play Exercise  308  •   Reality Selling Video Case Problem—Heather Ramsey/
Marriott International  308

Chapter 15 Servicing the Sale and Building the Partnership   311

Building Long-Term Partnerships with Customer Service   312
Achieving Successive Sales   312
Responding to Increased Postsale Customer Expectations   313
High Cost of Customer Attrition   314

A01_MANN7404_14_SE_FM.indd 16 08/10/16 11:43 AM

 CONTENTS    xvii

Current Developments in Customer Service   315

Computer-Based Systems  316
Customer Service Methods that Strengthen the Partnership   316
Adding Value with Follow-Through   316
Preventing Postsale Problems   319
Adding Value with Customer Follow-Up   320
Adding Value with Expansion Selling   322
Preplan Your Service Strategy   323
Partnership-Building Strategies Should Encompass All Key People   323
Partnering with an Unhappy Customer   325
Chapter Learning Activities  326  •  Reviewing Key Concepts  326  
•  Key Terms  326  •  Review Questions  327  •  Application Exercises  327  
•  Role-Play Exercise  327  •   Reality Selling Video Case Problem—Khalid Naziruddin/
Sewell Auto  328  •  Regional Accounts Management Case Study  329  
•  Partnership Selling: A Role-Play  329

PART 6 Management of Self and Others   333

Chapter 16 Opportunity Management: The Key to Greater Sales
Productivity  334
Opportunity Management—A Four-Dimensional Process   335
Time Management  336
Time-Consuming Activities  336
Time Management Methods   337
Saving Time with Meetings in Cyberspace and Other Methods of Communication   340
Territory Management  340
What Does Territory Management Involve?   341
Sales Call Plans   342
Records Management  343
Common Records Kept by Salespeople   344
Maintaining Perspective  346
Stress Management  346
Develop a Stress-Free Home Office   347
Maintain an Optimistic Outlook   347
Practice Healthy Emotional Expression   347
Maintain a Healthy Lifestyle   347
Chapter Learning Activities  349  •  Reviewing Key Concepts  349  
•  Key Terms  349  •  Review Questions  350  •  Application Exercises  350  
•  Role-Play Exercise  351  •  Reality Case Problem—Jose Melara  351

Chapter 17 Management of the Sales Force   353

Applying Leadership Skills to Sales Management   354
Structure  355
Consideration  357
Situational Leadership  357
Coaching for Peak Performance   358
Recruitment and Selection of Salespeople   359
Determine Actual Job Requirements   359
Search Out Applicants from Several Sources   360
Select the Best-Qualified Applicant   360
Personality and Skills Testing   361
Orientation and Training  361
Sales Force Motivation   363
Effective Use of External Rewards   363

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 xviii    Contents

Compensation Plans  364
Strategic Compensation Planning 365
Assessing Sales Force Productivity   366
Chapter Learning Activities  367  • Reviewing Key Concepts 367  
• Key Terms 367  • Review Questions 368  • Application Exercises 368  
• Role-Play Exercise 369  • Reality Sales Managment Case Problem—Assessing
Productivity 369

Appendix 1 Reality Selling Today Role Plays and Video Scenarios   371
Appendix 2 Regional Accounts Management Case Study  395
Appendix 3 Partnership Selling: A Role-Play for Selling Today  419

Endnotes  487
Glossary  505
Name Index  511
Subject Index  517

A01_MANN7404_14_SE_FM.indd 18 14/10/16 11:25 AM

 Preface

Much of the Western world has experienced a rapid shift from a production-focused to a sales- and
service-focused economy. Approximately one in nine people in the U.S. workforce hold sales-
related positions. In fact, selling is the second largest employment category in the United States,
offering an enormous variety of different employment contexts and opportunities to more than
21 million salespeople nationwide. Moreover, as sales researchers predict, this figure will go up by
the year 2020, as more than two million more workers will be added to the sales profession. Despite
these staggering numbers conveying the importance of the sales function, business education has
been slow to act to the market’s increased demand for highly trained salespeople. Fortunately, in the
last decade, many business schools have either developed or begun to develop specialized courses
and programs in sales and sales management. Given the high demand for skilled sales profession-
als, senior sales managers are highly enthusiastic about recruiting students from these programs,
where many of these students are receiving multiple job offers with excellent earning potential.
Those seeking a job in sales are not the only ones who will benefit from learning how to sell. In
fact, almost everyone these days uses traditional sales-related activities in their professional and social
lives. People use a whole assortment of selling techniques in everyday life to persuade decision makers
and advance their causes. According to Daniel Pink, the author of the recent best-selling book, To Sell
Is Human, people are using about 40 percent of their time at work to engage in what he calls “non-sales
selling”—persuading, convincing, influencing, and moving others in ways that do not involve anybody
making a purchase. Moreover, people across a wide variety of professions spend about 24 minutes of
every hour influencing or moving others, and they consider this time investment crucial to their suc-
cess.1 Selling is increasingly becoming a master skill for success in the 21st century.
This paradigm shift in which selling has become an integral part of the social and business life
has coincided with another major revolution—the dramatic change in which people access informa-
tion. The information age has transferred the power from sellers to customers. Today’s customers can
easily compare the offerings of different sellers through various online methods and choose those of-
ferings that best suit their needs. For example, a recent Google shopper sciences study discovered that,
on average, customers gather information from ten different sources before making a decision. In the
business-to-business selling context, research estimates that approximately 60 percent of a customer’s
buying decision has been completed digitally by decision makers before they reach out to a sales rep.
Given this shift, the true value of a salesperson lies in the co-creation of value with the customer.
Another phenomenon that has received less attention in the press is the shift in sales force compo-
sition from field sales to inside sales, thereby lowering the sales costs by more than 50% (on average,
an outside sales call costs $308 whereas an inside sales call costs only $50). Research by ZS Associ-
ates indicates that 40 percent of large companies in the technology arena are shifting from the field
to inside sales. In the coming five years, the expected number of jobs to be created in inside sales is
nearly three times the job creation for field sales. The primary enablers of this change are the new
easy-to-use online videoconferencing and webinar communication tools, which are a good substitute
for face-to-face meetings and give customers the comfort of purchasing and collaborating remotely.
The simultaneous shift towards co-creation of value and inside sales represents a dichotomy
in sales function and is a manifestation of changing customer preferences. In order to lock their
customers in and create and deliver superior value in times when customers have more choices
and fewer switching costs, salespeople are adopting a partnering style of selling to build long-term,
strategic relationships with their customers. Having these long-term relationships is important, as
it is more profitable for companies to retain existing customers than it is to acquire new customers.
The pivotal role of a partnering style of selling in today’s highly competitive business environment
is a common theme throughout the 14th edition of Selling Today: Partnering to Create Value.

1
Daniel Pink, To Sell Is Human: The Surprising Truth about Persuading, Convincing, and Influencing Others.
(NY: Riverhead Books, 2012), pp. 19–25.
xix

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 xx    PREFACE

The primary goal of each revision of Selling Today is to develop the premier research-backed
text available, and the most practical and applied text available in the marketplace. The revision
process begins with a thorough review of several hundred articles, books, and research reports. The
authors also study popular sales training programs such as Conceptual Selling, SPIN Selling, Integ-
rity Selling, Trusted Advisor and Solution Selling. Major corporations throughout the world such
as Microsoft, Marriott, Principal Financial Group, UPS, Wells Fargo, and Xerox use these training
programs. Of course, reviews and suggestions by professors and students influence decisions made
during the revision process as well.

Staying on the Cutting Edge: New to This Edition

Since the 13th edition, the business environment and research on personal selling and sales force man-
agement have experienced significant changes. Our primary goal as researchers, practitioners, and
consultants in the field of selling is to provide a cutting-edge treatment of the field. The 14th edition
of Selling Today describes what ramifications the information age has for the selling world and how
sales professionals must cope with new issues arising from the information revolution with an ethical,
customer-centered mindset. The most significant changes in the new edition include the following:
dd Exclusive to 14e Selling Today! New Neil Rackham Selling Today/SPIN Selling Video.
Utilizing the extensive research, writing, and worldwide consulting work of Neil Rackham,
the authors have partnered with him to produce an exclusive video new to the 14th edition
of Selling Today. Neil Rackham is one of the most recognized sales authors of all time.
Celebrated for his pioneering book titled SPIN Selling, Neil is a sought-after expert who
consults with global organizations on improving and streamlining their sales functions.
Neil Rackham Presented in Chapter 11 “Determining Customer Needs with a Consultative Questioning
Source: Michael Ahearne
Strategy,” this new to the Adaptive Selling Today Video Series that features Rackham provid-
ing cutting-edge information on the effective use of questions in Selling Today. (Also see boxed
insert on p. 228.) Additionally, Neil shares his insights on the changing role of salespeople in an
increasingly competitive marketplace. He further emphasizes the importance of sales education
in the business curriculum.
In addition to this being a “first custom-produced Neil Rackham video for a college text-
book,” Selling Today was the first text to present an entire chapter on the critically important
skill of using questions to partner with customers. Another first for Selling Today was an entire
chapter devoted to the important process of building partnering relationships using communica-
tion or behavioral style principles. This kind of relationship is important for developing the right
context for the effective use of the questions Rackham advocates in his SPIN Selling research,
writings, and consulting work.
dd New Entrepreneurial and Inside Sales Reality Selling Videos for the 14th Edition
With the rapid increase in college graduates starting careers in Entrepreneurship and Inside
Sales, new Reality Selling Today Videos, with accompanying Case Problems and Role
Plays, covering these important career areas were created for the 14th edition.
The new Chapter 2 Reality Selling Video features Entrepreneur Ryan Guillory,
an owner/agent of an independent insurance agency. He is his company—responsible
for building a successful organization that relies on developing and maintaining customer
relationships, being an expert regarding both his many products and his competition, un-
derstanding the needs of his clientele and partnering with them in finding and delivering
Ryan Guillory value adding solutions to their buying problems. How well Ryan, a recent college graduate,
Source: Michael Ahearne executes and manages these important company functions will determine the future growth
and success of his agency (see pp. 29–30 for more information).
The new Chapter 14 Reality Selling Video showcases Khalid Naziruddin, a big-ticket
sales representative for a highly acclaimed luxury brand Audi automobile dealership that is
“Obsessed with Service.” Khalid, a recent graduate of Texas Tech University, was tested by
his company during the hiring process for intelligence and aptitude. The goal was to find the
kind of individual, such as Kahlid, that is friendly, well groomed, highly trainable, and able to
Khalid Naziruddin personalize and create value during the buying experience. Kahlid engages and partners with
Source: Michael Ahearne his clients in an attractive setting of fresh flowers, original art, an ultra clean facility, and a large

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 PREFACE    xxi

inventory of high quality luxury products. His goal is to provide legendary customer service,
create moments of magic, and develop a highly satisfied lifetime customer base (see p. 312 for
more information).
Selling Today is the only personal selling text to bring this type of sales training
support to the classroom. With these two new videos, there are now a total of 12 Reality
Selling Today videos. These unique learning tools feature successful recent college gradu-
ates making sales calls as they do on a daily basis in their professional personal selling ca-
reers. The videotaped presentations are introduced in a chapter-opening vignette, related to
the material presented in the chapter, applied with a case problem at the end of the chapter,
and further used as a setting for detailed role play scenarios presented in Appendix 1. The
two new videos were shot “on-site” in settings where these successful young salespeople
make their sales presentations.
dd Introducing CRM (Customer Relationship Management) Systems Boxed Inserts. The
14e CRM has been updated and enhanced by exposing users to a broad-based application of
today’s best-selling CRM applications. The 14e introduces the use of popular CRM systems,
such as Salesforce, NetSuite, Siebel, and Sugar CRM in Chapter 1 through our popular boxed
inserts. Then in Chapter 2 we provide instructions for the use of a regularly updated 30-day
Salesforce.com free trial, as well as access to training videos for the software. Additional
CRM boxed inserts appearing throughout the text show how salespeople apply customer
relationship management software to improve their partnering strategies.
Additionally, students can experience the importance of CRM Contact Reports and accompanying
Notes Windows with the 20 regional accounts presented in Appendix 2, Regional Accounts Manage-
ment Case Study. They soon realize the value of information entered into CRM systems as they analyze
account metrics, prepare reports, and move their new accounts successfully through the sales process.
dd Updated Social Media and Selling Today Boxed Inserts. Social media is playing a larger role
in Selling Today. The 14e boxed inserts have been carefully updated and expanded to reflect
strategies utilizing social media for selling in today’s information-driven business world.
dd Latest Research and Trends from Academic Journals and Trade References. Extensive
referencing of academic articles found in the Journal of Personal Selling and Sales
Management, Journal of Marketing, Harvard Business Review, and others has been brought
up to date. Topics and trends in selling garnered from numerous trade publications such as
Selling Power, ThinkSales, Value Added 21 Selling, Sales and Marketing Management, and
The American Salesperson have been integrated throughout the 14th edition.
dd An updated glossary appears at the end of the book for quick reference.
dd Revised Set of Annotated PowerPoint Slides. These provide additional insights for presenting
important points in the text.
dd New Study Guides. These are added to maximize student learning when viewing both the
Reality Selling Today and Adaptive Selling Today videos. With more video support than
any text on the market, these new study guides ensure in-depth student learning.

Building on Traditional Strengths

Selling Today: Partnering to Create Value has been successful because the authors continue to build
on strengths that have been enthusiastically praised by instructors and students. Speaking to these
strengths, Selling Today has become the standard for personal-selling textbooks internationally,
significantly exceeding all other textbooks in terms of worldwide sales. International editions of the
book have been sold in over 30 different countries, including Canada, China, Croatia, Indonesia,
the Netherlands, Mexico, and Spain. Selling Today is the premier research-backed textbook in the
marketplace for personal selling.
Previous editions of Selling Today have evolved by tracing the trends in professional selling
and highlighting the most critical areas for salesperson success. This edition provides new material
on a number of evolving and important concepts.
1. The partnering era is described in detail. Partnership selling principles, so important to today’s
successful selling and marketing strategies, are presented and clearly illustrated throughout the
text. Strategic alliances—the highest form of partnering—are discussed in detail.

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 xxii    PREFACE

2.  alue-added selling strategies are presented throughout the text.

V
Salespeople today are guided by a new principle of personal selling:
Presentation
Partnerships are established and maintained only when the salesperson
Strategy
creates customer value. Customers have fundamentally changed their
expectations. They want to partner with salespeople who can create
Product Customer value, not just communicate it. Value creation involves a series of
Strategy Strategy improvements in the sales process that enhance the customer’s
experience.
3. Ethics as the Foundation of Selling Today Ethical selling is
highlighted in Chapter 3, “Ethics: The Foundation for Partnering
The Relationship Strategy
Relationships that Create Value,” as well as throughout the
book. Chapter 3 addresses the many ethical lapses existing in
the business world and emphasizes the need for a highly ethical
Ethics—The Foundation for Partnering interaction with customers as the starting point of all relationship
Style Interactions that Create Value development, if one is to build long-term, partnering-style selling
relationships. Moreover, the ethics assessment at the end of the
chapter and new text models are used to highlight an emphasis on
ethical selling.
4. The NewNet Systems Regional Accounts Management Case Study. For the first
time in a personal-selling textbook, students are exposed to the strategic sales-planning
responsibilities associated with moving multiple accounts successfully through the sales
process for a company called NewNet Systems. Appendix 2 features the challenges and
responsibilities of a regional account manager selling to 20 accounts with a projected
total sales of $1.8 million. Training future salespeople on these planning responsibilities
is extremely important as the demand for account managers in today’s businesses is
burgeoning. Moreover, a recent study suggests that account managers spend 74 percent
of their time engaging in non-sales activities such as administrative tasks, traveling and
waiting, and sales preparation. These figures attest to the fact that training and practicing
effective management of these activities is crucial for future salespeople in today’s business
context. These account management responsibilities are coded to each of the six chapters
in Part 5, Developing a Presentation Strategy, a sales process unit which makes it easy for
professors to assign and monitor, and excellent for in-class or online courses.
5. Popular Appendix 3 Role-Play. This revision includes an exciting luxury beachfront resort and
convention center as the setting for the Partnership Role Play. A highly interactive simulated
website is also included for use in student sales presentations. Selling Today is the only textbook
that provides student exposure and experience to role-playing the entire consultative sales
process from acquiring easy-to-learn product knowledge, initial building of sales relationships,
discovering customer needs, and creating and delivering a technology-rich sales presentation.
Appendix 3 is a perfect fit for both in-class or online courses. Serving as an excellent capstone
experience, students develop the critical skills needed to apply relationship, product, customer,
and presentation strategies.
6. Real-world examples, a hallmark of previous editions and a continued focus in this edition,
build the reader’s interest in personal selling and promote an understanding of the major
topics and concepts. With opening vignettes at the beginning of each chapter that put students
in the shoes of the salesperson, and role-plays that allow students to utilize the skills they
have learned, the real-world examples truly enrich the overall learning experience.
Park Shores Resort and Convention 7. The Reality Selling Video Series features successful young salespeople, which provides
Center. real-world examples of sales careers and presentations. Additional real-selling examples
Source: Courtesy of Beach Resort have been obtained from a range of progressive organizations, large and small, such as
Emeco Ltd., Whirlpool Corporation, UPS, BKM Total Office, Mutual of Omaha, Design
Display, Inc., Baxter Healthcare, Marriott Hotels, and Nordstrom.
8. The Reality Selling Video Role-Plays, in addition to the role-play exercises and video
case problems, remain an invaluable resource for instructors. Found in Appendix 1, each
scenario gives students the chance to assume the role of a salesperson in selling scenarios
that are relevant to today’s competitive environment. These role-play scenarios build on what
students learned in the Reality Selling Video sales presentations and interviews. The detailed
salesperson/customer role-play scenarios use the actual products and sales positions of the

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 PREFACE    xxiii

salespeople who appeared in the Reality Selling Videos. Websites of the companies the students
will be using to role-play their sales presentations are supplied in order to learn appropriate
amounts of product and company information. The Reality Selling Video interviews and sales
presentations provide the necessary background and contextual information for students to use
in both selecting the scenario and conducting the role-play. The Reality Selling Role-Plays are
also specifically designed to prepare students for professional selling role-play competitions at
annual college and university competitive event conventions. Refer to the following links for
more information on the leading sales competitions at the college and university level:
d http://coles.kennesaw.edu/ncsc/
d www.universitysalescenteralliance.org/sales_competitions.html
d https://www.deca.org/wp-content/uploads/2016/09/CGuide_2016-17_ProfSales.pdf
d http://rbisaleschallenge.wpunj.edu/
d https://kelley.iu.edu/GlobalSales/students/competitions/page15657.html
9. The Professionally Produced Adaptive Selling Training Video Series is the only custom-
produced video series available to accompany a textbook on selling. The four-part series is
produced and directed by Arthur Bauer, a well-known and widely acclaimed award-winning
training-video professional. Concepts in the text are presented based on carefully written scripts,
utilization of professional actors, and are filmed in real, contemporary business settings. These
high-cost, professionally produced videos available to professors who adopt the Selling Today
text are also marketed and sold to sales training directors throughout the world, and are used to
train their salespeople in the skills critical to success in the profession of selling.
The first video on building relationships, “Communication Styles: The Key to Adaptive
Selling,” describes how to use behavioral psychology to build strong, mutually rewarding re-
lationships. Designed to be shown when presenting Chapter 5, it discusses how to avoid style
bias by understanding and flexing one’s style to adapt and communicate effectively with the
customer’s style. A web-based style assessment exercise titled Communication Style Assess-
ment at www.pearsonhighered.com is designed to discover one’s own preferred style, as well
as to discover the styles of those clients in the prospect database. To access the Communication
Style Assessment and share with your students, go to www.pearsonhighered.com, search for
this text, click on Resources and locate the Student Resources supplement. The second video on
“Questioning” presents a widely researched approach to discovering customer needs using the
consultative model. Shown when covering Chapter 11, application exercises at the end of the
chapter apply and enhance the development of this critical, consultative selling skill. Closely
aligned with the four questions in the Spin Selling Model, professional actors show how each of
these questions are effectively used in the sales process. The third Adaptive Selling Video titled
“Negotiations: Solving the Tough Points,” supports the principles in Chapter 13 on negotiation.
Using a medical equipment sales setting, professional negotiation strategies are dramatically
presented for moving through the sometimes difficult process of answering customer concerns,
moving the sale forward, and achieving a win-win solution. The fourth video titled “Ask for the
Order and Get It” is built on the concepts in Chapter 14, “Adapting the Close and Confirming
the Partnership.” This video is designed to visually and dramatically present the many methods
for moving the sales process to a successful conclusion.
10. The following high-interest boxed inserts are updated for the 14th edition; new and
interesting material regarding the role of social media selling as well as global selling has
been added to the social media and global selling inserts:
d Selling Is Everyone’s Business. These real-world examples explain how selling skills
affect the success of persons who do not consider themselves salespeople.
d Selling in Action. These concise inserts feature contemporary issues in selling to keep
the readers of Selling Today abreast of the latest developments.
d Global Business Insight. These brief inserts provide practical tips on how to build
global relationships. Each insert focuses on a different country.
d Customer Relationship Management with Technology. These application exercises
help the student learn how to use technology to add value to the sales process.
d Social Media and Selling Today. Informing students how social networking applies
to personal selling, these succinct inserts identify how social media networks, such as
Facebook, Twitter, LinkedIn, and YouTube can be used effectively in the selling process.

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 xxiv    PREFACE

Organization of This Book

The material in Selling Today continues to be organized around the four pillars of personal sell-
ing: relationship strategy, product strategy, customer strategy, and presentation strategy. More-
over, in the 14th edition, we emphasize ethical selling as an important factor within which all the
four strategies should be embedded. Part 1, “Developing a Personal Selling Philosophy,” includes
Chapters 1 and 2 and sets the stage for an in-depth study of these strategies. The first chapter
provides a contemporary definition of selling and gives students the opportunity to explore career
opportunities in the information age, while the second chapter describes the evolution of personal
selling associated with the information revolution.
Research indicates that high-performance salespeople are better able to build and maintain re-
lationships than are moderate performers. Part 2, “Developing a Relationship Strategy,” focuses on
several important person-to-person relationship-building practices that contribute to success in personal
selling. The influence of ethical selling as the foundation of successful relationships is discussed in
Chapter 3. Creating value with a relationship strategy is discussed in Chapter 4. Chapter 5, “Commu-
nication Styles: A Key to Adaptive Selling Today,” with its accompanying website style assessment
at www.pearsonhighered.com introduces communication styles, explains how to build strong relation-
ships with style flexing, and provides a web-based assessment that enables one to discover their own
style and the style of others they will be working with. To access the Communication Styles: A Key to
Adaptive Selling Today assessment and share with your students, go to www.pearsonhighered.com,
search for this text, click on Resources and locate the Student Resources supplement.
Part 3, “Developing a Product Strategy,” examines the importance of complete and accurate
product, company, and competitive knowledge in personal selling. A well-informed salesperson is
in a strong position to configure value-added product solutions for a customer’s unique needs. The
importance of having expert product knowledge as well as knowledge of competition and industry
trends is discussed in Chapter 6, while Chapter 7 explains how to sell with a value-added strategy.
Part 4, “Developing a Customer Strategy,” presents information on why and how customers buy,
and also explains how to identify prospects. With increased knowledge of the customer, salespeople are
in a better position to understand a customer’s unique wants and needs and to create customer value in
the multi-call, lifetime customer setting. Chapter 8 sheds light on consumer- and business-buying behav-
iors, while Chapter 9 describes the strategies used to develop prospects and accounts. Appendix 2 pro-
vides students the opportunity to assume a new sales position as Regional Account Manager, taking over
an account base with 20 existing clients/prospects. Students assume responsibility for developing sales
strategies and tactics to move these prospects through the six-step sales process presented in the text.
Regional Account Management Case Study exercises at the end of Chapters 9–15 challenge students to
properly apply the sales process they are studying to the their new role as a Regional Account Manager.
The concept of a salesperson as an advisor, consultant, value creator, and partner to buyers is
stressed in Part 5, “Developing a Presentation Strategy.” Emphasis is placed on the need-satisfaction
presentation model as well as on ways to provide outstanding service after the sale. Chapter 10 intro-
duces the concept of adaptive selling as a useful strategy to approach customers. Chapter 11 explains
how to identify customer needs with a consultative questioning strategy and Chapter 12 discusses
the role of a consultative presentation in delivering value to the customers. The principles of formal
negotiations as a part of a win-win strategy are discussed in Chapter 13, while Chapter 14 focuses on
proper attitudes and strategies to close the sales. Chapter 15 finishes Part 5 by discussing the role of
customer service in building sustaining, profitable relationships with the customer.
Personal selling is one of the few professions that inherently require a great deal of self-discipline.
Part 6 focuses on managing self as well as others by discussing the four dimensions of opportunity
management in Chapter 16 and the fundamentals of sales force management in Chapter 17.
The 14th edition features three appendices. Appendix 1, “The Reality Selling Today Role-Play
and Video Scenarios,” includes 12 role-play scenarios that provide students with the opportunity to,
of course, sell. Due to the rise of multiple-account management as one of the key sales roles in many
organizations today, the 14e includes Appendix 2, which is devoted to a multi-chapter case study on
regional account managers’ daily challenges and responsibilities.
The popular Appendix 3 allows students to integrate and apply what they have learned from
this textbook in all four strategic areas of personal selling. The 14th edition features the luxury
beachfront resort and convention center with an interactive simulated website for use in student
sales presentations. To access additional materials for Appendix 3, go to www.pearsonhighered
.com, search for this text, click on Resources and locate the Student Resources supplement.

A01_MANN7404_14_SE_FM.indd 24 08/10/16 11:43 AM

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