本书分6部分17章，从关系战略、产品战略、顾客战略和陈述战略系统介绍了人员销售的概念、方法和技能。其中，第一部分介绍了人员销售和营销观念，以及信息时代的人员销售机会。第二部分讨论了人员销售的关系战略。第三部分讨论了如何创建产品方案和产品销售战略。第四部分介绍了顾客为什么要购买、怎样购买，并解释了如何识别潜在顾客。第五部分强调了销售人员作为顾客的产品推荐者、顾问和伙伴的概念。第六部分则介绍了销售人员如何进行自我管理和管理他人。

为了方便课程教学，本书提供了大量真实的案例，并设计了角色扮演练习，同时还介绍了不同国家的商业文化，具有较强的可操作性。

Preface xvii

Acknowledgments xxiii

PART 1

Developing a Personal Selling Philosophy

    1. PERSONAL SELLING AND THE MARKETING CONCEPT 4

    2. PERSONAL SELLING OPPORTUNITIES IN THE AGE OF INFORMATION 28

PART 2

Developing a Relationship Strategy

    3. CREATING VALUE WITH A RELATIONSHIP STRATEGY 52

    4. COMMUNICATION STYLES: MANAGING SELLING RELATIONSHIPS 77

    5. ETHICS: THE FOUNDATION FOR RELATIONSHIPS IN SELLING 102

PART 3

Developing a Product Strategy

    6. CREATING PRODUCT SOLUTIONS 126

    7. PRODUCT-SELLING STRATEGIES THAT ADD VALUE 152

PART 4

Developing a Customer Strategy

    8. THE BUYING PROCESS AND BUYER BEHAVIOR 178

    9. DEVELOPING AND QUALIFYING A PROSPECT BASE  203

PART 5

Developing a Presentation Strategy

    10. APPROACHING THE CUSTOMER 230

    11. CREATING THE CONSULTATIVE SALES PRESENTATION 257

    12. CREATING VALUE WITH THE SALES DEMONSTRATION 284

    13. NEGOTIATING BUYER CONCERNS 309

    14. CLOSING THE SALE AND CONFIRMING THE PARTNERSHIP 331

    15. SERVICING THE SALE AND BUILDING THE PARTNERSHIP 353

PART 6

Management of Self and Others

    16. OPPORTUNITY MANAGEMENT: THE KEY TO GREATER SALES

      PRODUCTIVITY 380

    17. MANAGEMENT OF THE SALES FORCE 405

APPENDIX 1 FINDING EMPLOYMENT: A PERSONALIZED MARKETING PLAN FOR THE AGE

      OF INFORMATION 427

APPENDIX 2 PARTNERSHIP SELLING: A ROLE-PLAY/SIMULATION FOR SELLING TODAY 436

Endnotes 482

Glossary 495