2020_BEC_FlipBooks

F20_Castleberry_Selling11eFlipbook_11-6-20

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IMPORTANT FEATURES OF SELLING: BUILDING PARTNERSHIPS Account-based marketing, customer lifetime value, artificial intelligence—all are influencing the way sales is done and taught. We believe that the partnering approach continues to be the best overall way to learn how to sell, particularly in the broader context of undergraduate education. Several unique features place this book at the cutting edge of sales technology and partnering research: These unique content emphases are presented in a highly readable format, supported by the following: • Feature questions—embedded in the end-of-chapter material are discussion questions that direct students back to the chapter opening profiles, "Building Partnerships," "From the Buyer's Seat," and "Sales Technology" features so these features are read and used more fully. These feature questions also make great class exercises. • New Role Plays—we've written a new set of role plays featuring Purina ONE SmartBlend and Gartner. Purina ONE SmartBlend is a pet food product line, and you can use this if you want to use simple role plays that span both trade sales and sales to users (kennels, animal shelters, and so on). Gartner is a consultancy that primarily serves the CIO. While both products were used in the previous edition, all of the scenarios are new to this edition. Further, you'll see in the Gartner role plays, expanded material. We chose Gartner because they are the product used in the National Collegiate Sales Competition, with whom we are working so that your students can maximize their time on developing their sales skills and not learning a plethora of products for various competitions. This set of role plays can be a bit more complicated. Each set (Purina and Gartner) have 10 prospect scenarios (with two buyer information sheets each in the Instructor's Manual) at the end of the book. If you would like to sell something different or would like more buyer scenarios, let us know by e-mailing Jeff directly: jtanner@odu.edu. • New minicases—each chapter has a new or significantly revised minicase as well as favorite minicases to choose from. 1. A continued emphasis on the partnering process, with recognition that multiple sales models may be appropriate in a company's total go-to-market strategy. We focus on the partnering process as the highest level of selling because the other models of transaction—focus, problem solver, challenger, and relational partner—still need to be learned as a foundation to partnering, and the partnering process fits the value-driven sales models currently in use in the field. 2. A thorough description of the partnering and buying processes used by business firms and the changes occurring in these processes. A number of important trends affecting buyers, such as more rigorous online research and social media use, also affect sellers. 3. A discussion of methods of internal and external partnering so that the value chain delivers the right value, in recognition of the salesperson's role in relationship management and value creation. This emphasis also broadens the applicability of the course for students who may not be interested in a sales career. 4. An emphasis throughout the text on the need for salespeople to be flexible—to adapt their strategies to customer needs, buyer social styles, and relationship needs and strategies. 5. A complete discussion of how effective selling and career growth are achieved through planning and continual learning. 6. An emphasis on the growing need for salespeople in organizations to carry the voice of the customer to all parts of the organization and beyond to suppliers and facilitators. This role is reflected in new product development, supply chain management, and many other functions in a customer-centric organization. • Ethics questions—at least two questions at the end of each chapter relate the chapter material to ethics. • Four-color exhibits and photographs—these support the examples highlighted in the book. Students find this book easy to read and use. • "Thinking It Through"—these features embed discussion questions into the text itself; for this edition, we've also offered teaching suggestions to integrate this feature more fully. There are several of these features in each chapter. • Minicases—two small cases are available at the end of each chapter. These are useful for in-class exercises or discussion or as homework. In this edition, you'll find one new or revised minicase in each chapter. xiv PREFACE

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