Solution Manual For Selling Today Partnering to Create Value, 14th edition Gerald Manning, Michael Ahearne, Barry L Reece Chapter 1-17
Chapter 1 RELATIONSHIP SELLING OPPORTUNITIES IN THE INFORMATION ECONOMY The two chapters that make up Part 1 establish a foundation for the entire textbook. Chapter 1 provides a contemporary definition and description of personal selling and describes information-age personal-selling career opportunities. Sales-training programs offered by academic institutions, sales-training companies, and employer-provided sales training are also presented. EXTENDED PRESENTATION OUTLINE Today‘s workforce is made up of millions of knowledge workers who succeed only when they add value to information. Salespeople, and many other knowledge workers, add value to information when they collect it, organize it, clarify it, and present it in a convincing manner. As part of the Reality Selling Video Series, this chapter features Alex Homer from the Tom James Company, selling luxury clothing. I. Personal Selling – A Definition and a Philosophy A. Definition: Personal selling occurs when a company representative interacts directly with a customer to present information about a product or service. 1. Personal selling is a process of: a. Developing relationships. b. Discovering needs. c. Matching the appropriate products with these needs. d. Communicating benefits through informing, reminding, or persuading. 2. A product is broadly defined as information, services, ideas, and issues. 3. Increasingly, personal selling is viewed as a process that adds value 4. In an ideal situation, the salesperson: a. Builds a mutually rewarding relationship. b. Diagnoses the customer‘s needs. c. Custom fits the product to meet these needs. 5. Having knowledge of customer needs will: a. Lead to higher customer satisfaction. b. Willingness to purchase a product. B. Developing a personal selling philosophy includes three prescriptions, which are part of the Strategic/Consultative Selling Model: 1. Adopt the marketing concept. 1-1 Copyright © 2018 Pearson Education, Inc.