Achieving Excellence in Selling is an outcomes-based, practical 'how to' guide on maximising sales potential. This edition looks at sales and marketing from an increasingly southern African perspective and contains case studies to make the theoretical principles accessible. An increased emphasis on the use of technology throughout the text helps to make the text current.
1. The marketing mix and the role of selling ; 2. The managerial and ethical aspects of selling ; 3. Communication: the art of persuasion ; 4. Prospecting and the pre-approach to selling ; 5. The approach to the sale, question techniques, and the sales presentation ; 6. The anatomy of a sales presentation ; 7. Handling objections ; 8. Closing the sale and servicing the customer ; 9. Negotiating a sale ; 10. Time and territory management ; 11. Why people buy products and services ; 12. Retail selling ; 13. Power selling to industrial users ; 14. Selling a service ; 15. The challenge of telesales ; 16. Using technology to achieve selling excellence ; 17. Exhibition and trade show selling ; 18. Customer bonding and key account management