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PREFACE As we write this Preface, the world is in the grip of the Great Pandemic. Economists, stock market analysts, media prog- nosticators, and many others are trying to predict when and how business and academia will emerge and what the new normal will bring. You'll see some evidence of the pandemic in the latter chapters and in role plays. The decision we made, though, was that the pandemic will pass and while there will be many lessons learned and many business practices that may change, the basics of how people want to be sold will not. One thing we believe is that, more than anything, buyers will buy from people they trust, from people they can rely on, from partners. Therefore, we've remained faithful to the premises that caused us to write the first edition more than 25 years ago: At the same time, we've recognized that several factors are changing the face of selling: As we've revised the text, faithful adopters will see that we've held to the principles that made this book unique when it was launched and kept it in a leadership position. While others may have tried to copy role playing, partnering, or tech- nology, none have truly captured the essence that makes this book the leading text. WHAT'S NEW IN THE ELEVENTH EDITION • We don't want to teach the history of selling—we want our students to know how it is done now and why, so that as the field continues to change, they will be prepared. • Partnering skills are critical skills for all businesspeople. • Adaptive communication skills—probing, listening, and presentation—are important in all areas of life but especially for salespeople. • Students need to practice these skills through role playing. • Helping people make the right decisions is not only the most ethical sales strategy but also the most effective strategy for long-term success. • Increased use of multichannel go-to-market strategies, including strategies such as account-based marketing. • Changing roles for both technology and salespeople. • Changing trends in how organizations buy, specifically the increasing use of technology, self-service, and presale search. • Students who use this edition are likely to face the first recession in over a decade, challenges in finding employment, and changes in the names of the top employers on campus. • Original examples written specifically for this book. We have been blessed to have the support of sales faculty and salespeople around the world, many of whom took the class and used this book. • New chapter-opening profiles—all chapters open with a real salesperson or sales manager's perspective on the chapter. Each profile is new and original to this edition, and we've also integrated the profiles into each chapter as a running example to increase this feature's functionality. • All new "Building Partnerships"—boxed features that provide more detailed examples of chapter material and present chapter material in a slightly different light. Many of these, as with the other boxed elements, feature salespeople taught by you, our adopters. • All new "Sales Technology"—boxed features in each chapter, most new to this edition, that illustrate how technology is used and some of the challenges that technology creates. Whether it is work process management tools, collaboration tools, or digital marketing tools, students will be introduced to how your former students are using new technology. • All new "From the Buyer's Seat"— executives offer insight into how they made decisions or were helped (or hindered) by salespeople. Like the other boxed features, we often include examples from personal interviews to provide insight that your students can't find anywhere else.

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