Solutions For Selling Today: Partnering to Create Value, 15th Edition Manning (All Chapters included)
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Complete Solutions Manual for Selling Today: Partnering to Create Value, 15th Edition by Gerald L. Manning, Michael Ahearne, Barry Reece ; ISBN13: 9780138170820. Full Chapters included Chapter 1 to 17.
1.Relationship Selling Opportunities in the Information Economy.
2.Evolution of Selling Models ...
Selling Today: Partnering to Create Value
15th Edition
by Gerald L. Manning
Complete Chapter Solutions Manual
are included (Ch 1 to 17)
** Immediate Download
** Swift Response
** All Chapters included
** Cases solutions included
** Exercises and Problems
, 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. Chapter 2, in response to the developments associated with the information economy,
presents the evolution of contemporary selling models that complement the marketing concept.
Chapter 2 also introduces the major themes that connect all of the chapters.
LEARNING OBJECTIVES: When you finish reading this chapter, you should be able to:
• 1.1: Define personal selling and describe the three prescriptions of a personal-selling
philosophy.
• 1.2: Describe the emergence of relationship selling in the age of information.
• 1.3: Discuss the rewarding aspects of a career in selling today.
• 1.4: Discuss the different employment settings in selling today.
• 1.5: Explain how personal selling skills have become one of the master skills needed for
success in the information age and how personal selling skills contribute to the work
performed by knowledge workers.
• Identify the four major sources of sales training.
CHAPTER SUMMARY:
Chapter 1 introduces the concept of selling and its evolution over the past century and a half.
From the initial way of peddling, to when the industrial economy transformed how
goods/services were brought to the marketplace with the industrial revolution, to the information
economy where the marketing concept was first created, to today’s digital age where data is
king, sales has evolved as society and the marketplace changed over time. This chapter provides
insight into the concept of personal selling and how it came about in the 1950s with the
marketing concept. It then discusses how the information gathered provides the opportunity to
create values for customers.
The evolution of sales over time has changed how much the profession goes into the
marketplace to meet the needs of customers. This chapter will introduce you to the various career
opportunities in sales, defining channels, industries, and specific job titles that support the sales
efforts in organizations.
EXTENDED PRESENTATION OUTLINE
Today’s workforce is made up of millions of knowledge workers who succeed only when they
add value for the customer, using information and data to best understand what the customer
needs/wants to create that value. 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.
1-1
, 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 LO 1.1
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.
d. Ensures the solution creates value and meets the needs to have a repeat purchase
5. Having knowledge of customer needs will:
a. Establish credibility and trust;
b. Lead to higher customer satisfaction;
c. 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;
2. Value personal selling;
3. Become a problem solver or partner.
II. Emergence of Relationship Selling in the Information Economy LO 1.2
A. Shifts from an industrial economy began in the 1950s to an information
economy and now 70 years later has evolved to the digital economy.
B. Major advances in information technology and electronic commerce allowed the
ability to collect and understand data on individual customers, rather than just the
marketplace at large.
C. Strategic resource is information.
1. Information is often too plentiful.
2. Salespeople help filter information.
3. Data collected today when used ethically creates more value for customers than in
previous history.
D. Business is defined by customer relationships.
1. The real new economy is the customer economy.
2. Customers have taken more control of their destinies and have more access to
information than before.
3. Relationships build a conduit of trust for information exchange.
E. Sales success depends on adding value.
1-2
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