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Table of Contents

I. DEVELOPING A PERSONAL SELLING PHILOSOPHY.

1. Personal Selling and the Marketing Concept.
2. Personal Selling Opportunities in the Age of Information.

II. DEVELOPING A RELATIONSHIP STRATEGY.

3. Creating Value with a Relationship Strategy.
4. Ethics—The Foundation for Relationships in Selling.

III. DEVELOPING A PRODUCT STRATEGY.

5. Creating Product Solutions.
6. Product-Selling Strategies that Add Value.

IV. DEVELOPING A CUSTOMER STRATEGY.

7. Understanding Buyer Behavior.
8. Developing a Prospect Base.

V. DEVELOPING A PRESENTATION STRATEGY.

9. Approaching the Customer.
10. Creating the Consultative Sales Presentation.
11. Custom Fitting the Sales Demonstration.
12. Negotiating Buyer Concerns.
13. Closing the Sale and Confirming the Partnership.
14. Servicing the Sale and Building the Partnership.

VI. MANAGEMENT OF SELF AND OTHERS.

15. Management of Self: The Key to Greater Sales Productivity.
16. Communication Styles: Managing the Relationship Process.
17. Management of the Sales Force.