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CHAPTER 1 -- Life, Times and Career in Sales Management

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Golden Rule of Personal Selling: unselfishly treating others as you would like to be treated
Traditional, Professional, Golden Rule Salespeople:
 Traditional: money, pride, ego
 Professional: take care of customers
 Golden Rule: service is most important
Success in Selling (SSUCCE):
 S – Success begins with love
 S – Service to others
 U – Use the golden rule of selling
 C – Communication ability
 C – Charactheristic for the job
 E – Excels at strategic thinking
Skills:
 Conceptual: thinking and planning abilities
 Human: work with other people
 Technical: mastery of methods

CHAPTER 4 -- The Psychology of Selling
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Golden Rule (Benefits): Customers want to trust you. Unselfishly help person to make a
correct buying decision
Black Box Approach: Stimulus  Black Box  Response
 Stimulus: sales presentation
 Black Box: buyer’s hidden mental process
 Response: sale/no sale
FAB Selling Technique:
 Feature: physical charactheristic
 Advantage: performance charactheristic
 Benefit: favorable result
Determine Need (LOCATE):
 L – Listen
 O – Observe
 C – Combine
 A – Ask question
 T – Talk to others
 E – Empathize
Incorporate Trial Close (SELL):
 S – Show feature
 E – Explain advantage
 L – Lead into benefit
 L – Let customer talk
Consumer Buying Decision Process:
 Need arousal
 Colleciton of information
 Information evaluation
 Purchase decision
 Postpurchase behavior

CHAPTER 6 -- Sales Knowledge
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Golden Rule (Knowledge): customer relies on information from salesperson
Types of Advertising:
 National advertising: reach all user whether consumers or industrial buyers
 Retail advertising: done by retailer to reach customer within its trading area
 Co-op advertising: an advertising agreement between retailer and manufacturer
 Trade advertising: undertaken by the manufacturer and directed toward the
wholeseller or retailer
 Industrial advertising: aimed at individual that purchase product used in
manufacturing other product
 Direct-mail advertising: mailed directly

CHAPTER 7 -- Prospecting
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Golden Rule (Prospecting): people want to trust the person they buy from and they buy
from the people they know. Ethical service builds relationship and is based upon the truth
Qualified prospects: Money Authority Desire
Prospecting Methods:
 Internet prospecting: finding information of individual and/or organization on the web
 Cold canvassing: law of average, average sales/call
 Referral
 Orphan: customer that has been left by its salesperson
 Sales lead clubs: meeting with other sales to share leads
 Prospect lists: list a prospect criteria, search other database matching with those
 Getting published
 Public exhibitions and demonstrations
 Center of influence: cooperating with people in a community to find prospects
 Direct mail
 Telephone and telemarketing
 Observation
 Networking
The prospect pool: lead, referral, orphan, customer
Referral cycle: Preapproach, Presentations, Product delivery, Service and follow-up

CHAPTER 8 -- Sales plan
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Golden Rule (Planning): begin with purpose
Strategic customer sales planning:
 Strategic needs
 Creative solutions
 Mutually benefit agreement
 Customer relationship model
 Reasons for planning the sales call
 Elements of sales call planning
 Always have a sales call objective
SMART objective:
 Specific
 Measureable
 Achievable
 Realistic
 Timed
Prospect’s mental steps:
 Attention
 Interest
 Desire
 Conviction
 Purchase or action

CHAPTER 12 -- Prospect objections
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Golden Rule (Objection): see objection as challenges to help
Basic points to consider in meeting objections:
 Plan for objections: consider reasons that prospect should not buy
 Anticipate and forestall: discuss before arise
 Handle objection as they arise
 Be positive
 Listen – hear them out
Six major categories of objections:
 Hidden objection
 Stalling objection
 No-need objection
 Money objection
 Product objection
 Source objection
Technique for meeting objection:
 Dodge: neither denies, answers, nor ignores
 Pass up
 Rephrase
 Postpone
 Boomerang
 Ask question
 Denial
 Indirect mail
 Compensation
 Third party
After meeting objection:
 Trial close – ask for opinion
 Move back to your presentation
 Move to close your sale
 if you cannot overcome it

CHAPTER 12 -- Closing begins the relationship
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Golden Rule (Closing)
Closing technique:
 Alternative choice
 Assumptive
 Compliment
 Summary of benefit
 Continous yes
 Minor points
 T-account
 Standing room only
 Probability
 Negotiation
 Technology

CHAPTER 14 -- Service and follow up for customer retention
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Golden Rule (Service)

CHAPTER 15 -- Time, and territory sales management
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CHAPTER 16 -- Planning Staffing and training
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CHAPTER 17 -- Management of Salesperson: Motivation & Compensation
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CHAPTER 17 -- Evaluation of Sales People
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