By Charles M. Futrell
Basics of marketing trains readers on a close, but large, step by step promoting method that's common in nature. quite a few revenues group of workers within the this present day have commented on how this market-leading textbook displays what they do on revenues calls with customers and shoppers. The objective of basics of marketing has consistently been to illustrate to scholars the order of steps in the promoting technique; offer quite a few examples of what can be in each one step; and exhibit how the stairs in the promoting strategy have interaction with each other. mixed with updated content material and a powerful moral concentration, the twelfth variation of basics of marketing teaches revenues the best way a mentor could: with a robust, functional concentration that places the buyer first.
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Extra info for Fundamentals of Selling, 12th Edition
I know used car salespeople with the highest of ethical standards. Be careful in making a hasty decision about a salesperson. You cannot judge a book by its cover. 3 A sheep in wolf’s clothing. indd 6 9/21/10 5:18 PM Confirming Pages Chapter One The Life, Times, and Career of the Professional Salesperson What about You? 7 How do you view the honesty and ethical standards of today’s businesses and salespeople? For the last several years, at the beginning of my classes, I have asked sales students the following three questions on a poll found on my Web site: 1.
Faithfulness is an ethical virtue. It shows the employer, customers, and competitors that the salesperson is fair and kind. Customers can trust this person. Now we come to self-control, which is the most difficult trait for a salesperson to develop. This is why we discuss it last. Self-control concerns our emotions, passions, and desires. How do salespeople control themselves by being mild-mannered, laid-back in closing the sale? Remember, the salesperson must sell to make a living and keep the job.
So as you read this book and progress through the course, think about how you can use the material both personally and in business. ■ Future sales come from present customers and customer referrals. 9 Themselves, in order to serve others, earn a living, and keep their jobs. Their employer, because without the generation of revenues the company fails. Their customers, because their products help customers fulfill their needs and help their organizations to grow. In the long run—month to month, year to year—salespeople must build positive long-term relationships with their customers.
Fundamentals of Selling, 12th Edition by Charles M. Futrell