Professional Selling, 2e

by Deeter, Hunter, Loe, Mullins, Rich, Beeler, Schrock

ISBN: 9781948426541 | Copyright 2024

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Coauthored by faculty from some of most successful sales programs in higher education, Professional Selling offers 15 concise chapters, fitting nicely with a typical semester while keeping reading assignments short for students.

New to this edition:

A stand-alone chapter on closing. 

SPIN selling frmework is now used for The Sales Call chapter and Role Plays

Other additions and changes include, Chapter 1: Added emphasis about the importance of the sales function to any organization. Added coverage of the concept that sales is an important skill to develop for every profession. Chapter 2: Added coverage of different types of buying decisions. Chapter 3: Added coverage of the value of note-taking. New coverage of virtual sales calls. Chapter 4: New coverage of artificial intelligence. Chapter 5: Heavily revised coverage of the use of mutual connections and interests. Chapter 6: New coverage of SPIN selling. Chapter 7: Added coverage of augmented reality. Chapter 8: Divided into two chapters, Objections (chapter 8) and Closing (chapter 9). Additional examples of language buyers might use to express concerns and objections. New examples of product- and service-specific objections. Expanded coverage of source objections. Fuller perspective on time objections. MANY more examples of salesperson responses to objections. Bolstered discussion of the importance of listening and improved coverage of the LAARC approach. Expanded coverage of forestalling. Additional coverage of feel-felt-found and boomerang methods. Chapter 9 (NEW): New emphasis on the importance of being customer-oriented in closing, and not pushy or manipulative. New coverage on overcoming anxiety when attempting to close. New coverage on the use of trial closes to build confidence. New coverage of buying signals. Expanded coverage of the benefits summary method. Removed the balance sheet method. Removed probing method, as it is better covered in prior chapters. Added examples of the trial offer. New coverage of closing techniques to avoid and why. Heavily revised coverage of what to do when the attempt to close is accepted and rejected. Chapter 12: New coverage of remote selling. New coverage of the pitfalls of digital selling. Chapter 13: Changed emphasis from customer business development to strategic account management. Chapter 14: New coverage of artificial intelligence. Expanded coverage of code of ethics. Chapter 15: Now uses SPIN framework.

Expand/Collapse All
Ch01 Sales and Today's Sales Role (pg. 1)
Ch02 The Buying Process (pg. 23)
Ch03 Professionalism and Effective Communication (pg. 45)
Ch04 Lead Generation and Prospecting (pg. 67)
Ch05 Planning Sales Calls and Presentations (pg. 87)
Ch06 The Sales Call (pg. 107)
Ch07 Making the Presentation (pg. 125)
Ch08 Objections (pg. 147)
Ch09 Closing (pg. 163)
Ch10 Sales Negotiation (pg. 173)
Ch11 Territory, Time, and Resource Management (pg. 193)
Ch12 Digital Sales (pg. 217)
Ch13 Strategic Accounts and Team Selling (pg. 237)
Ch14 Sales Ethics (pg. 253)
Ch15 Role Play (pg. 273)
Notes (pg. 291)
Index (pg. 299)

Dawn Deeter

Dr. Deeter is an experienced sales leader. She built and leads the National Strategic Selling Institute at Kansas State University. After earning her Ph.D. from the University of South Florida in 1998, Deeter has served on the faculties of Monmouth University, Ohio University, and Kansas State University.  During that time, she has earned numerous teaching awards, including the Hormel Teaching Excellence Award, the Kansas State Bank Outstanding Teaching Award, and the 2016 K-State Professor of the Year.


Gary Hunter

Dr. Hunter is Associate Professor of Marketing at Clemson University. His primary research centers on sales technology, strategic account management, and negotiations and includes three award-winning “best paper” publications. It appears in the Journal of Marketing, International Journal of Research in Marketing, Journal of Business Research, Industrial Marketing Management, and the Journal of Personal Selling & Sales Management, among other outlets. Gary has taught courses in sales and marketing in undergraduate, graduate, and executive education programs. His academic career followed more than 10 years of leadership, management, sales, and marketing experiences with the US Army, PepsiCo, and Procter & Gamble.


Terry Loe

Dr. Loe is currently the Co-Director of the Center for Professional Selling and Professor of marketing and sales at Kennesaw State University. Prior to entering academia, Dr. Loe spent eleven years in industry in sales and marketing. He received his PhD from the University of Memphis in 1996. Dr. Loe taught at Baylor University for 7 years serving as the Assistant Director of the Center for Professional Selling where he founded the National Collegiate Sales Competition (NCSC) and continues to serve as the Executive Director. Since its inception in 1999 the NCSC has contributed more than $6.5 million to the university sales community. Dr. Loe has published more than 50 articles in the areas of sales, sales management and ethics, and received several excellence in teaching and research awards.


Ryan Mullins

Dr. Mullins is an award-winning author, professor, and consultant, focused on helping leaders improve sales force performance. He has authored 16 academic articles, with 7 of those appearing in the Financial Times Top 50 business journals in the world. In the classroom, Ryan teaches courses focused on personal selling, sales management, and sales leadership while also serving as the director for the Sales Innovation Program. Ryan greatly enjoys industry collaborations and has conducted research projects with Fortune 500 companies, providing data analysis, insight, and training interventions when needed.



Lisa Beeler

Dr. Beeler took her first sales role in 2005, with a B2B home décor company. She didn’t know at the time that this job would alter the course of her life. Lisa fell in love with all things sales over the next eight years as she worked her way up to becoming the National Marketing & Sales Director of a B2B services firm in Atlanta, GA. A passion for teaching and mentorship lead Lisa to attain a PhD from the University of Tennessee in 2017. Since then, she has been a teacher and researcher of all things sales and marketing.


Wyatt Schrock

Dr. Schrock is an Assistant Professor of Marketing at Michigan State University.  Dr. Schrock holds a Ph.D. (Marketing) from Michigan State University, an M.B.A. (Finance) from the University of Miami, and a B.B.A. (Marketing) from the University of Michigan. Dr. Schrock’s research interests include salesperson motivation and sales manager leadership.  His research has twice received the annual James M. Comer Award for “Best Contribution to Selling and Sales Management Theory.” He serves on the Editorial Review Board at the Journal of Personal Selling & Sales Management.  Dr. Schrock also has ten years of corporate experience in sales-related roles, working for companies such as Procter & Gamble and Gannett.  


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