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SELL, 3rd CE Edition Thomas N. Ingram instructor manuals

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Chapter One—Overview of Personal Selling Learning Outcomes After completing this chapter, students should be able to accomplish the following objectives: 1. Define personal selling and describe i... ts unique characteristics as a marketing communications tool. 2. Distinguish between transaction-focused traditional selling and trust-based relationship selling, with the latter focusing on customer value and sales dialogue. 3. Understand sales professionalism as a key driver in the continued evolution of personal selling. 4. Explain the contributions of personal selling to society, business firms, and customers. 5. Discuss five alternative approaches to personal selling. 6. Understand the sales process as a series of interrelated steps. 7. Describe several aspects of sales careers, types of selling jobs, and the key qualifications needed for sales success. Chapter Outline Introduction LO 1 Personal Selling Defined LO 2 Trust-Based Relationship Selling Importance of Customer Value Importance of Sales Dialogue LO 3 Evolution of Professional Selling Salespeople and Diffusion of Innovation LO 4 Contributions of Personal Selling Salespeople and Society Salespeople as Economic Stimuli Salespeople and the Employing Firm Salespeople as Revenue Producers Market Research and Feedback Salespeople as Future Managers Salespeople and the Customer LO 5 Alternative Personal Selling Approache [Show More]

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