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Selling: Building Partnerships by Stephen B. Castleberry and John F. Tanner

ISBN10: 1266578765 | ISBN13: 9781266578762

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ISBN10: 1264206461 | ISBN13: 9781264206469

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ISBN10: 1265031894 | ISBN13: 9781265031893

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Selling: Building Partnerships, remains faithful to the original goal of the product since its first edition—that instructors don't want to teach the history of selling, rather they want their students to know how it is done. While many things have changed, students still need to practice newly learned skills, make ethical choices, and adapt their communication styles appropriately to the situation and audience. Selling: Building Partnerships, addresses all of these with distinct role plays, mini-case studies, and current examples throughout. The emphasis on value creation makes this product applicable not only for students interested in a sales career, but also provides skills that will serve them in other roles and life.


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  • 1. Selling and Salespeople
  • 2. Ethical and Legal Issues in Selling
  • 3. Buying Behavior and the Buying Process
  • 4. Using Communication Principles to Build Relationships
  • 5. Adaptive Selling for Relationship Building
  • 6. Prospecting
  • 7. Planning the Sales Call
  • 8. Making the Sales Call
  • 9. Strengthening the Presentation
  • 10. Responding to Objections
  • 11. Obtaining Commitment
  • 12. Formal Negotiating
  • 13. Building Partnering Relationship
  • 14. Building Long-Term Partnerships
  • 15. Managing Your Time and Territory
  • 16. Managing within Your Company
  • 17. Managing Your Career

About the Author

Stephen B. Castleberry

Stephen Castleberry received his Ph.D. in business administration from the University of Alabama. He is professor of marketing and head of the Marketing Department at the University of Minnesota Duluth. In addition to personal selling, he teaches marketing principles, marketing ethics, and marketing research. He has also taught at Northern Illinois University and the University of Georgia. He has published more than 45 referred national and international journal articles and is the past marketing editor of the Journal of Applied Business Research.

John F. Tanner

John F. Tanner, Jr. earned his Ph.D. at the University of Georgia and is dean, Strome College of Business, Old Dominion University. Before entering academia, he spent eight years with Rockwell International and Xerox Corporation as a salesperson and marketing manager. Dr. Tanner has received several awards for teaching effectiveness and research, including the Distinguished Teacher award from the Society of Marketing Advances. He has been named Reviewer of the Year and Co-author of the Paper of the Year by the Journal of Personal Selling and Sales Management. Dr. Tanner has authored or co-authored 15 books and has published more than 80 articles. He has received research grants from the Center for Exhibition Industry Research, the Institute for the Study of Business Markets, the University Research Council, and the Walmart Foundation. Currently, he is the editor of Marketing Educators' Review.

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