[...]... concepts by applying those selling principles PARTNERING: FROM THE FIELD TO THE CLASSROOM Faculty who use our book have reviewed it and offered suggestions, and we have taken their comments seriously What is different is that sales executives and field salespeople who are locked in the daily struggle of adapting to the new realities of selling also reviewed Selling: Building Partnerships They have told... Rewards in Selling 20 Independence and Responsibility 21 Financial Rewards 21 Management Opportunities 22 27 Additional References 4 part 25 26 28 1 KNOWLEDGE AND SKILL REQUIREMENTS 30 Chapter 2 Ethical and Legal Issues in Selling 30 Ethics and Personal Selling 33 The Evolution of Selling 33 Ethics and Partnering Relationships 34 Factors Influencing the Ethical Behavior of Salespeople 36 Selling Ethics... Additional References 372 Chapter 14 Building Long-Term Partnerships 374 Exploration 376 Set the Right Expectations 377 Monitor Order Processing 377 Ensure Proper Initial Use of the Product or Service 378 Follow Up 379 Handle Customer Complaints 380 Expansion 384 Generating Repeat Orders Upgrading 388 Full-Line Selling 388 Cross -Selling 388 xxvi 401 402 Role Play Case 361 Selling Yourself 367 Ethics Problems... 08/10/10 9:43 AM Confirming Pages chapter SELLING AND SALESPEOPLE 1 SOME QUESTIONS ANSWERED IN THIS CHAPTER ARE ■ ■ ■ ■ ■ cas30018_ch01_002-029.indd 2 What is selling? Why should you learn about selling even if you do not plan to be a salesperson? What is the role of personal selling in a firm? What are the different types of salespeople? What are the rewards of a selling career? 03/09/10 10:38 AM Confirming... Confirming Pages CONTENTS IN BRIEF Preface vi Chapter 1 Selling and Salespeople part Chapter 9 2 1 KNOWLEDGE AND SKILL REQUIREMENTS 30 Chapter 2 Ethical and Legal Issues in Selling 30 Chapter 3 Buying Behavior and the Buying Process 62 Chapter 4 Using Communication Principles to Build Relationships 98 Chapter 5 Adaptive Selling for Relationship Building 126 Strengthening the Presentation 232 Chapter... companies As we continue to get new segments, adopters will find these available from our Web site (www.sellingbuildingpartnerships.com) so you can either download them or simply access the Web site during class if your classroom is Webenabled Use these videos to illustrate individual techniques of selling quickly and easily • We also include many of the in-class exercises we have developed over the... 48 Misrepresentation or Sales Puffery Illegal Business Practices 51 50 International Ethical and Legal Issues 54 Resolving Cultural Differences 55 Legal Issues 56 Selling Yourself 56 Summary 57 The Building Partnerships Model 22 Key Terms 57 Selling Yourself Questions and Problems 23 Summary 23 Case Problems 59 Key Terms Role Play Case 58 60 24 Ethics Problems 24 Additional References 61 xxi cas30018_fm_i-xxix.indd... Directories 164 Data Mining and CRM Systems 164 Cold Calling 165 Spotters 165 Telemarketing 166 Becoming an Expert 166 Sales Letters 167 Other Sources of Leads 169 Lead Qualification and Management Systems 169 Overcoming a Reluctance to Prospect 171 Selling Yourself 172 Systems for Developing Adaptive Selling Skills 141 Summary 172 Key Terms 173 Selling Yourself Ethics Problems 143 173 Summary 144 Questions... Tools 237 Visual Tools 238 Product Demonstrations 244 Handouts 245 Written Proposals 246 Value Analysis: Quantifying the Solution 247 Selling Yourself 254 Summary Making the Sales Call Case Problems 206 Building Credibility during the Call 222 Selling to Groups 225 Selling Yourself 226 Summary 227 227 228 Case Problems 228 229 Role Play Case 230 Additional References 231 255 Questions and Problems... Meeting 340 Selling Yourself 341 Summary 342 Key Terms 342 Ethics Problems 343 Questions and Problems Case Problems 343 344 Contents cas30018_fm_i-xxix.indd xxv xxv 08/10/10 9:43 AM Rev Confirming Pages Role Play Case 345 Additional References 346 Chapter 13 Building Partnering Relationships 348 The Value of Customers 350 Relationships and Selling 351 Types of Relationships 353 Market Exchanges 353 Partnerships . Pages SELLING Building Partnerships cas30018_fm_i-xxix.indd icas30018_fm_i-xxix.indd i 08/10/10 9:43 AM08/10/10 9:43 AM This page intentionally left blank Rev. Confirming Pages 8 SELLING Building. demonstrate their understanding of the key concepts by applying those selling principles. • The Web site, www.sellingbuildingpartnerships .com , is your Web site. This Web site is a place for. Quad/Graphics Library of Congress Cataloging-in-Publication Data Castleberry, Stephen Bryon. Selling : building partnerships/ Stephen B. Castleberry, John F. Tanner, Jr.—8th ed. p. cm. Includes index.