Selling: Managing Customer Relationships

Selling: Managing Customer Relationships 3e

Part 1: Customers and Organisations

Chapter 1: Selling, Marketing and Customer Relationship Management

Chapter 2: Understanding Consumers

Chapter 3: Understanding Organisational Buyers

Chapter 4: Ethical and Legal Issues in Selling

Part 2: Preparing to Build Customer Relationships

Chapter 5: Developing your Communication Skills

Chapter 6: Getting Organised

Chapter 7: Prospecting

Part 3: Conducting Sales Interviews with Customers

Chapter 8: Selling as Consultation

Chapter 9: Managing Objections and Buyer Concerns

Chapter 10: Obtaining Commitment

Part 4: Managing Customer Relationships

Chapter 11: CRM in the Modern organisation

Appendix to Chapter 11

Implementing customer contact programs

Chapter 12: Managing Relationships with Key Customers

Chapter 13: Negotiating with Customers

Chapter 14: Making Presentations to Customer Groups

Part 5: Extension Case Studies and Activities

This brand new edition reflects the substantial changes that have occurred in personal selling. The text focuses on the two fundamentals of personal selling—consultation and persuasion—together with in-depth coverage of customer relationship management strategies for practical success in the field. It provides extensive opportunities for both new and experienced salespeople to develop their knowledge and skills.

Selling 3e introduces a new chapter on CRM and in-depth coverage throughout on this expanding and dynamic topic. In addition, it includes end-of-chapter case studies, website references, and challenging cases at the close of the text, all with a practical focus. The book’s extension section includes class activities, role plays and workbook sections to facilitate group research and discussion.

This book has a clear and accessible writing style, and is an invaluable resource for sales trainees and students in selling courses at university and vocational colleges. The chapters on negotiating with customers and presenting to customer groups provide an ideal reference for salespeople and others who are looking to further develop their selling skills. It also demonstrates how the practices and technologies of customer relationship management (CRM) can be used by salespeople to improve their sales performance.

This third edition offers a free 30-day trial of ACT!7 software, one of the most popular CRM packages used in business today.