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List of contents
PART ONE: SELLING AND THE BUSINESS ENVIRONMENT
1.The selling environment
2.Customer creation
3.Achieving the sales objective
4.The role of the sales force
PART TWO: A FOCUS ON THE CUSTOMER
5.Behavioural aspects of selling
6.Understanding the buyer
7.The need for product knowledge
PART THREE: PROFESSIONAL SELLING SKILLS
8.Techniques of selling
9.The sales meeting
10.Negotiating with buyers
PART FOUR: MANAGING THE SALES EFFORT
11.Sales records
12.Increasing sales
13.Customers and communications
14.Managing the sales function
15.Training the sales force
16.Organising the sales function
17.Business planning and sales forecasting
18.Appraising performance
19.Computers and the sales function
Summary
The fifth edition of this successful book examines the entire sales function from the viewpoints of the sales force and sales management. With the emphasis on proactive selling, the importance of customer creation and understanding buyer behaviour are highlighted. The techniques of selling and communications are also examined. Management of the sales activity is then explained in terms of its vital functions of recording, organising, planning, forecasting, training and appraising.
